Saeco and Philips integration continues, though ordering process unchanged

By Patrick Avenell

MELBOURNE, VIC: The next step in the integration of Saeco under the Philips banner has been completed, with all Saeco communication now carrying the Philips branding, in addition to its own logos and branding.

This initiative will apply to all letterheads, emails and business cards, according to Saeco Australia MD Chris Egan. The Saeco International Group was acquired by Philips at a global corporate level in mid-2009.

Despite this movement towards co-branding, Egan was quick to stress that there are no planned changes to Saeco’s retail or channel ordering procedures, with Saeco in Australia and New Zealand continuing to manage their own activities.

“Any questions on Saeco activities or products in Australia or New Zealand should be directed to the local Saeco organisation and its representatives,” Egan said,

Egan said Saeco is committed to keeping the industry informed of any future developments regarding the integration of Saeco into Philips Consumer Lifestyle in Australia.

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