Hoshizaki phases out entry level refrigeration line

Hoshizaki stand

Hoshizaki will phase out its Ecostandard range of refrigeration within the next few months as part of plans to achieve better brand alignment with sister company Gram.

The Ecostandard line comprises standard refrigeration models and 1/1 Gastronorm counters, available as a refrigerator or freezer with two or three door sections. It has been billed by the company as an “easy to maintain” product with a low cost of ownership.

Going forward, Hoshizaki will instead offer the Snowflake refrigeration line as an alternative, which up to now has only been available through the Gram sales network.

The re-jig, which is designed to remove confusion from the market place, is part of a restructure that will see Gram and Hoshizaki sell each other’s products as well as their own from 2016.

The company announced the new arrangement in a joint statement from Ole Brandorff-Lund, managing director of Gram Commercial and Jeff Basolis, managing director of Hoshizaki Europe.

“With a view to improve our brand position across all Hoshizaki Group companies and remove any potential ambiguity within the European marketplace, both Hoshizaki and Gram sales networks will promote and sell both original brands,” the company said.

The new structure means that Gram has access to Hoshizaki’s ice makers bins, dispensers and sushi cases, the majority of which are manufactured in Telford.

In return, Hoshizaki will sell Gram’s premium refrigeration equipment, including commercial cabinets and counters, bakery and process equipment, which are built in Denmark.

The changes officially commence on January 1 2016.

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