Under the partnership, which comes into effect from July 1, Waterline will assume exclusive responsibility for the distribution of all products within the KitchenAid major domestic appliance (MDA) range to all channels.
Marco Merolla, head of KitchenAid MDA for EMEA (Europe, the Middle East and Africa), commented: “This deal is a significant step for KitchenAid in the UK as we look to expand the reach of our MDA range.
“Waterline offers impressive credentials within the market and we believe that the business offers us the best partnership opportunity for our strong portfolio of products.
Rob Taylor, sales director of Waterline, added: “We’re constantly developing our offering to ensure our customers have unrivalled access to the latest brands. KitchenAid is a fantastic addition to this portfolio; it sets the style standard with its design-led appliance collection.”
Established in 1919 and now part of the Whirlpool group, KitchenAid’s MDA range covers the cooking, refrigeration and specialist appliance categories.
Among the products commercialised by Waterline will be the new KitchenAid Iconic Fridge, Chef Sign modular cooking system and Chef Touch: a combination of Sous Vide, Steam Offer and Shock Freezer.
KitchenAid launched the Iconic Fridge in May