EXCLUSIVE: Adande launches brand directly into US market


British refrigeration manufacturer Adande has launched its brand directly into the US market, FEJ can reveal.

The Lowestoft-based outfit is already present in North America through a partnership with Unified Brands, which licenses its products and markets them under the ‘Randell FX Series’ moniker, but over the last month it has also begun selling the brand independently for the first time.

Adande now has its first directly-employed staff member in the country and has set up an office in Dallas.

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Chairman, Nigel Bell, confirmed the move and said it was the right time for Adande to step up its presence in the US. He said the agreement with Unified Brands would remain in place and run alongside its own sales activities.

“We have had trial drawer units out there for over a year that have gone very well and we have a licensee over there, Unified Brands, and they are still there, but this is the Adande brand direct. We haven’t gone in and set up an enormous organisation – we are working through the sales rep structure.”

The company attended the NRA Show earlier this year and plans to exhibit at NAFEM inFebruary 2017 as it begins to actively market the brand to dealers and operators.

Since launching its patented refrigerated drawer technology, Adande has seen success in a number of overseas markets, including Asia and Australasia. This has contributed to a near 15-fold increase in sales volumes since 2008.

Mr Bell said the take-up of its drawers internationally, along with growing awareness of the brand, had given it the confidence to invest in the US market.

“We have seen an interest in the technology and people looking for the Adande brand – there are things happening now like Angelo Po including our unit in its new cookers and it says ‘Adande by Angelo Po’. So we are seeing that the Adande brand is getting recognised and the US is the biggest foodservice market in the world. We have been successful in many countries in the world and we want to expand.”

Tags : ACE RefrigerationAdandemanufacturersNAFEMNRAUnified BrandsUS
Andrew Seymour

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