Appliance brand supplied by owner not through distribution

American appliance brand Viking is now available from Middleby UK, the wholly-owned subsidiary of The Middleby Corporation and is targeting specialist retailers and interior designers.

The company, based near Wigan, is set to open a 10,000sqft showroom dedicated to the Viking brand.

Stephen Stroud, formerly of Samsung Appliances, has been heading up the residential sales division of Middleby UK since January 2014.

Sponsored Video

Quarter sawn Tulipwood

Stroud commented: “We’ve been working away in the background for almost 12 months to ensure that Viking customers get the service the brand demands. We have taken over all legacy servicing and taken a good hard look at the entire range in the UK It’s important to make clear we are not just distributing the range, Middleby Corporation own Viking which means it will receive the investment it needs to enable it to reach its potential. It’s our job to make the products available, to look after them properly and covey the ‘American Dream’.”

Middleby UK supplies commercial catering brands, such as Pitco, Middleby Marshall, Blodgett, Houno, Brema and Holman. Parent company, Middleby Corporation is listed among the top 100 on the New York NASDAQ and is headquarter at Goldborne, where it has invested in a 50,000sq ft showroom.

Managing director of Middleby UK, Adrian Wood explained: “Middleby is well-known internationally and nationally for its commercial catering brands. The company is hugely successful and growing strongly by acquisition. The Viking brand is a perfect fit for Middleby, whilst moving us into the high-end of the residential market – a market that offers us potential with our other brands.”