KitchenAid MDA distribution moves in-house

To deliver more holistic brand experience.

KitchenAid Australia and New Zealand will be taking over the distribution of KitchenAid Major Domestic Appliances (MDA) in ANZ, effective immediately.

KitchenAid is a premium brand within the Whirlpool Corporation portfolio and throughout the world KitchenAid MDA is managed separately to small domestic appliances (SDA). However, Whirlpool ANZ made the decision to move to a full distribution model business so a unique opportunity to jointly manage MDA and SDA was created.

“When we were approached about the opportunity, I knew immediately we were the right business with the right team and had the right brand focus to drive KitchenAid major appliances,” KitchenAid ANZ managing director, Richard Thom told Appliance Retailer.

KitchenAid ANZ managing director, Richard Thom with newly appointed KitchenAid commercial sales manager – MDA, Peter Damevski

KitchenAid plans to support the MDA business with the foundations already in place. Focus areas will be strong marketing to drive the brand message across MDA and SDA, as well as in operations to deliver best practice end to end services.

With this opportunity, the local business hopes to bring a holistic KitchenAid brand experience to customers, with a product offering that incorporates cooktops, ovens and refrigerators in MDA, and breakfast collections, blenders, food processors and the iconic stand mixer in SDA.

For KitchenAid’s retail partners that specialise in both MDA and SDA, over the long-term they will be uniquely positioned to create a destination for the KitchenAid consumer.

As part of the distribution change, Peter Damevski has been appointed commercial sales manager for MDA. He comes with a wealth of experience after spending eight years at Whirlpool. “It’s great to be working with the KitchenAid team and being part of such an iconic brand. It’s an exciting time ahead as we execute expansion strategies and develop new, engaging product for the KitchenAid consumer,” he said.

Thom added, “In the 10 years I have been with the organisation, this is the most exciting opportunity for our consumers, retail partners and our employees as we strengthen our overall Kitchen portfolio. Long term we endeavour to be more meaningful to all our partners.”

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