A new strategic alliance with Thermador expands BrandSource’s luxury appliance initiative.
A new partnership brings heightened support from the super-premium brand
By Alan Wolf, YSN
BrandSource is bringing the next level of luxury to its members through a new strategic alliance with super-premium appliance brand Thermador.
The new partnership kicked off with the new year, and signifies a further expansion of BrandSource’s luxury market initiative, LUXE.
“We are excited and very appreciative to be partnered with Thermador,” said Chad Evans, VP of merchandising at AVB BrandSource. “Thermador is a top-tier luxury brand that has always been an important part of our members’ brand portfolio. With this new partnership and with the great support of Thermador leadership, we look forward to helping drive more business in our channel.”
Thermador is part of BSH Home Appliances’ triad of high-end kitchen brands that also includes Bosch and Gaggenau. According to BSH’s National Sales Manager – Buying Groups Mary Weston, the new strategic alliance represents an extension of her company’s partnership with BrandSource. “This initiative between BrandSource and Thermador will offer our customers personalized retail activities, focusing on the luxury independent retailer and consumer experience,” she said.
Speaking at BrandSource’s late summer Convention in Dallas, BSH’s Senior VP of Sales Christopher Kaeser noted that Thermador provides “‘Leap into Luxury’ appliance packages, which I know your membership has really latched onto. It’s a great opportunity for that entry-premium to luxury consumer, so we’re really looking forward to driving that business,” he said.
YSN publisher AVB BrandSource is the nation’s largest merchandising and marketing co-op for independent appliance, mattress, furniture and CE dealers.