THE ERT INTERVIEW SMEG


‘Smeg is always looking for new ways


to support the independent channel’ These retailers – all Smeg Premio Partners – share their stories of working with the brand…


Sarah Naylor | Category Manager at Powerhouse Jersey


“As an iconic Italian kitchen brand, Smeg offers quite a different aesthetic to other manufacturers through the development of longstanding partnerships with internationally renowned architects and designers. “Weaved in amongst its beautifully styled product


16


ranges the company also has some incredibly bold statement pieces that powerfully express its Italian origins, such as the Fiat 500 refrigerator – it may not be the most practical solution for the average household, but how ridiculously cool does it look!” Powerhouse recently installed new Smeg display and increased the number of products


stands


on show, and Ms Naylor says this has had “a tremendously positive effect” on consumer interest. “The displays have been finished to a very high standard, complete with integrated lighting, thus dramatically elevating the brand’s presence within our showroom.”


Ms Naylor explains that she has seen the biggest


growth in Smeg range cookers and built-in cooking, with SDA sales also “noticeably increased”. Not only this, but Powerhouse is featured on


Smeg’s own website as a Premio Partner, so that customers in the local area can find the retailer with ease. “We now also have access to an arguably unrivalled level of aftersales care,” Ms Naylor continues. “This


allows us to rest assured in the knowledge that our customers, and us as the retailer, will be well supported should anything go wrong.” She adds that the brand is “a great supplier to work with”. “Smeg provides an excellent level of


customer service; we receive clear communication from our Business Development Manager and the trade portal allows for easy accessibility of trade pricing and product availability. Our orders arrive as and when expected and lead times are good.”


“We were one of the first retailers to start selling Smeg products in the UK 30 years ago! We wanted to work with them because it was a different brand. We have always tried to source unusual and interesting product that was not available elsewhere, and Smeg was so different to the other appliances that were available at the time.”


As a Premio Partner, Coopers has dedicated around 15 per cent of its shop floor space with two new display stands which showcase all the different Smeg collections.


Saraj Pal | Director of Coopers Appliances, East Sheen Mr Pal


says the


close


relationship he has


developed with the brand over the years is one of the reasons enjoying working with it. “Of course, the range of products it offers, in different colourways and styles, as well as the ability to earn a decent margin, are other key reasons why we have always been a Smeg dealer.


“The product is unique. The line of communication we have with the team is better than with some bigger brands. And most importantly, the company is always looking for new, innovative ways to support the independent channel.”


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