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Published on June 13th, 2017 | by The GC Team

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KitchenAid appoints exclusive distributor for MDA products

Premium appliance brand KitchenAid has announced an exclusive agreement with KBB distributor Waterline. 

The partnership, which comes into effect from 1st July, will see Waterline assuming exclusive responsibility for the distribution of all products within the KitchenAid major domestic appliance range to all channels.

KitchenAid said the move would support ambitious growth targets by creating significant opportunities of scale for the brand.

“This deal is a significant step for KitchenAid in the UK as we look to expand the reach of our major appliances range,” said Marco Merolla, Head of KitchenAid MDA for EMEA.

“Waterline offers impressive credentials within the market and we believe that the business offers us the best partnership opportunity for our strong portfolio of products.

“We are confident that this agreement will give us the opportunity to build on our previous success and extend the reach of the KitchenAid major domestic appliance offering.”

Rob Taylor, Sales Director of Waterline, commented: “We are constantly developing our offering to ensure our customers have unrivalled access to the latest brands that meet consumer needs within the category.

“KitchenAid is a fantastic addition to this portfolio; synonymous within the industry, it sets the style standard with its design-led appliance collection.”

KitchenAid was established in 1919 and is now part of the Whirlpool Group.

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