Jaleno Europe looking to grow Ariete brand

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Jaleno Europe has announced a drive to sign up independent electrical retailers and cookshops, as part of its business growth strategy for the Ariete brand in the UK.

Established in 1964 – and owned since 2001 by the De’Longhi Group – Ariete is located in the heart of Tuscany.

Ariete - Jamie Lennox and Marco Dellernia

Ariete chief executive Marco Dellernia (pictured right) said: “Ariete is growing both within its native Italy and on the international stage. Exports represent about 60% of total sales.

“We are a multi specialist brand; we do not offer ‘me too’ products, because you die if you can only ever offer the same products as other companies. Innovation is at the heart of the company. I am delighted to have appointed Jaleno Europe as Ariete’s exclusive UK distributor.”

Jaleno Europe managing director Jamie Lennox (pictured left) commented: “While the supermarkets and discount retailers have eroded pricing in the small domestic appliance market, the sales of quality products continue to grow.

“Independent retailers have realised that the best opportunities in SDA are with quality brands offering innovative products and that’s exactly what Ariete brings to the market. Ariete has invested significantly in research and design, both in manufacturing and technology, with the goal to look forward and find new solutions to the changing needs of the consumer.”

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