One of the oldest appliance retailers in Australia, Sydney-based Whitfords Designer Appliances, has announced a partnership confirming its intentions to be a major player in the commercial market.
As a retail appliance specialist with an existing commercial business, Whitfords has formed an alliance with Trade Sync Group (TSG) – a Sydney based commercial business focused on the complimentary bathroom, tapware and sanitaryware categories.
The two businesses bring together over 300 years of overall experience within a team that is focusing on commercial projects in the New South Wales market.
“Together we will provide a comprehensive commercial offering across kitchen, bathroom and laundry products to the commercial building sector and this will enable both organisations to offer a much broader and expanded product range,” Whitfords owner Ben Whitford told Appliance Retailer.
“We will have a sales team of seven representatives on the road servicing the commercial space. There are not many other companies servicing the medium density space in New South Wales that can match our experience.
“This is a significant and deliberate move into the commercial market. We feel that we have ample opportunity to add some value to commercial purchases as we will be able to deliver relationships and resources in a different way to our competitors currently servicing this market.
“Our message to suppliers is that we want to provide another viable option in the market for suppliers to have a seat at the table when decisions are made for commercial developments – that potentially may not have been available previously.
“We already have a combined pipeline of commercial sales worth almost $10 million. We are determined to be successful in the commercial market – not only in Sydney but also throughout New South Wales – giving our major competitors a run for their money,” Whitford said.
“Feedback from our customers has been positive around our service offering and experience and we will be able to address these pain points through the collective and complementary strengths of Whitfords and TSG Group.”
Whitfords head of commercial, Brad Street, and TSG sales manager, Gavin Furner, will lead the partnership initiative, bringing their extensive industry experience to ensure seamless implementation.
Also working within the Whitfords commercial team is David Berry, who joined the business last year in a commercial sales role and was previously the proprietor of Betta Electrical at Minchinbury in Sydney’s western suburbs.
Andrew McGrath and Corbin Talbot, joint co-owners of TSG, commented on the strategic alignment: “It has been an incredible journey launching Trade Sync Group almost two years ago in the incredibly competitive commercial supply market. Sitting down with the team at Whitfords – it was obvious at the start that our values are aligned, and this is a perfect fit. We are looking forward to helping serve our customers and beyond with the strong capabilities Whitfords can deliver.”
