A company that has made its name selling tableware for over 45 years is branching into the world of heavy duty kit by launching a sister division selling catering equipment.
Hertfordshire-based Direct Tableware offers more than 20,000 items of cutlery, crockery, glassware and kitchenware, but it will now seek to add to that by moving into cooking equipment, refrigeration, warewashing and fabrication.
It has set up a business called Direct Kitchen Equipment, which it will officially launch next month, to provide customers with a full kitchen supply offering.
Romit Mediratta, managing director of Direct Tableware, said: “We have gone even further to complete our catering equipment offering so that [customers] can equip an entire project from supplying and fitting cookers, refrigeration and other heavy equipment to providing all the tools required to successfully run and enhance [their] operation.”
Behind the scenes, Direct Tableware has heavily invested in modern systems to organise information which helps offer the right solutions and service delivery.
“The aim has always been to make the entire customer experience more streamlined, easier, and convenient,” continued Mediratta. “At the same time our team has expanded to include professionals, product experts and more recently a development chef and heavy equipment specialist. All in all, we have evolved from being an importer and distributor of cutlery to today being a complete catering equipment solutions company.”
Direct Kitchen Equipment will take part in the Restaurant Show in London next month, its first major exhibition as a business. It highlighted Smeg, Synergy, Churchill and Steelite as brands that it would be marketing at the show.
Its parent company, Direct Tableware, was established back in 1968 and started out as a supplier of quality cutlery catering to restaurants and hotel businesses.