Fisher & Paykel Australia has confirmed that it is restructuring its Haier go-to-market strategy, ending agency distribution and bringing its frontline sales force in-house.

In a statement to Appliance Retailer, Fisher & Paykel chief operating officer Mark Pacey said the decision was made to provide Haier’s retail customers with streamlined, focused and committed service.

The integrated frontline sales team, as Pacey calls it, will take charge from 1 July 2014 and will see representatives pitching both the Fisher & Paykel and Haier brands to dealers. These representatives will all be employees of Fisher & Paykel.

“Fisher & Paykel Australia has decided to restructure the way its frontline sales force supports Haier branded whitegoods products in Australia,” Pacey said.

“As a result of this, we would like to advise that, effective from 1 July 2014, the sales agency agreements that are currently in place with various agents for the distribution of Haier branded whitegoods products in Australia, will come to an end.

“This decision has been taken following a restructure of Fisher & Paykel Australia’s own sales force, with the goal of providing our customers a more integrated experience, and greater visibility of the breadth of our product portfolio. If is not a reflection of the work performed by our Haier branded white ware agents, and we would like to sincerely thank them for their commitment and effort over the past years.

“Fisher & Paykel Australia has set some optimistic goals for both the Fisher & Paykel and Haier brands for the coming years. We believe that having an integrated frontline sales team, consisting of Fisher & Paykel’s own employees, is the most efficient and effective way of working with our customers and to support the achievement of these goals.”

Read More about Fisher & Paykel and Haier:

Haier Learning: An inside look at Haier’s short marriage to Fisher & Paykel
Haier makes official bid to complete takeover of Fisher & Paykel
Haier takes 20 per cent share in Fisher & Paykel
Haier growing Australian market share, retains world #1 appliance ranking
New products, categories and jobs: Fisher & Paykel outlines bold expansion plan