Italian
kitchen manufacturer Pedini officially opened its Battersea showroom in London last night, marking the return of the brand into
the UK.
The 5,500sqft
showroom combines Pedini kitchens alongside Domus tiles and is being run by
Italian company Lida Cucina, trading under the name Pedini London.
Despite
the Pedini brand having previously pulled out of the UK, Sandra Hendry, sales and
marketing at Lida Cucina commented: “There was nothing wrong with the brand or
the product. They sell all over the world. Business is flying and taking on
Pedini has made a big difference.”
Further
expansion seems to be in place for the Pedini brand, with six showrooms planned
for the M25 area, as well as others around the country including suggestions of
Cheltenham, Manchester and York.
Martin
Hanna, UK agent for Pedini, commented:
“What happened to Pedini in the UK
before is history. We are not interested in the past. We are speaking about the
future. It is probably still the plan that we have six stores within the M25,
strategically placed away from each other to allow the growth of each business.
We also have a store opening in Guernsey.”
The brand
has dropped its prices, introduced a couple of new ranges and are taking a
“slowly slowly” strategy according to Hanna.
Francesco
Verdini, export manager for Pedini, added: “Maybe the reputation we had is not
good, but once people remember the brand, they remember the quality so this is
the important thing for people. In the past, maybe the mistake was made by
Pedini UK
that prices were too high and to deal with them was too difficult. So now we
have changed. We want to be more flexible, we want to create a network. Whereas
before, we just had one shop with exclusive dealership. It doesn’t work. Maybe
they weren’t making the right steps. Like little by little, step by step and
grow in a short time.”
Verdini
concluded: “When you build a house, you need to start from the base and the
base must be solid otherwise the house will fall down. A business is the same.”
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