EXCLUSIVE: Amerex maps out UK distribution strategy for new flagship fire suppression system

Amerex 1

Amerex has appointed FSE and Flamefast as the UK distributors of its new Cobra fire suppression system, FEJ has learned. The company has also named Britannia Ventilation as an OEM partner for the product as it begins to push the system out into market.

Cobra claims to be the first commercial kitchen fire suppression system with fully electronic actuation, featuring a ‘New Strike’ Electronic Control System (ECS). One ECS can monitor two separate hood systems and can be tied into auxiliary controls such as a building’s alarm system. It can be placed within 30 metres of the agent tank for maximum flexibility.

Amerex Corporation’s Stuart Dale said the appointment of FSE and Flamefast is a significant part of the company’s local go-to-market strategy.

Story continues below

“FSE and Flamefast are premier kitchen / restaurant fire suppression system installers that both have nationwide coverage 24-7 of installation and maintenance engineers operating throughout the UK. Cobra has many USPs to offer and we wanted to work with the best within the industry that know the market.”

Britannia Ventilation, meanwhile, will be able to provide Cobra as part of its offer to consultants and others that have specified fire suppression.


Mr Dale said the role of its new partners would be to proactively sell and market the features and benefits of what Cobra has to offer with the support of Amerex Corporation. He admitted the UK fire suppression market is “aggressive” and said that limiting the distribution to key partners would make it more competitive.

“Our intention is not to offer Cobra to everyone, so not to de-value the product, but only to a few that will sell the unique features and benefits that the system has to offer,” he explains.

Mr Dale added that Amerex has “high expectations” for the product in the UK market and has put the infrastructure in place to ensure it hits the ground running.

“There are many opportunities within the UK and global support from Amerex Corporation in the USA and within Europe working with our newly appointed distributor, K-Star Kitchen Safety. We have recently joined FCSI UK and CESA; in addition to this we actively support FCSI worldwide and we will be exhibiting at HOST2017 in Milan,” he said.


Cobra is designed using sleek stainless steel to complement contemporary kitchen appliances. Metal-only nozzles are tucked neatly under the hood 1500mm above cooking surfaces so there is no interference with cooking operations. The agent tank is one size and integrates seamlessly into most canopy and hood designs. Push-to-lock fittings means that the system can be easily installed without any threading or wrenching.

Tags : AmerexBritannia Ventilationfire suppressionFlamefastFSE
Andrew Seymour

The author Andrew Seymour

Leave a Response