Premium Italian kitchen appliance brand Bertazzoni has recruited Paul Whyte to the newly-created position of commercial director.

Established in 2017, Bertazzoni UK has grown steadily, expanding its retailer network in the process.

Whyte’s appointment is to take the business to the next level, applying skills and knowledge accumulated through years of white goods experience

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Having held positions at Comet, Indesit Group, Glen Dimplex and AO.com, the former group purchasing director has knowledge across the entire white goods spectrum.

Speaking about his new role Paul Whyte said: “Bertazzoni has long been known for its quality offering and unique product portfolio and I am looking forward to supporting and developing this great brand.

“The company has so much untapped potential, as well as fleet of foot flexibility and I’m energised by the prospect of working with the team to explore just what the business is capable of.

“Bertazzoni is at a really exciting point in its journey and that, combined with servicing an evolving customer landscape and the opportunity to grow into market opportunities, makes for an inspiring challenge.”

Managing director at Bertazzoni UK Maurizio Severgnini added: “This high-calibre appointment demonstrates our commitment to solidifying and strengthening our position in the UK market.

“Matching great products with a fantastic person is a true recipe for success and I’m looking forward to navigating the future together.”

Family run business Bertazzoni, now in its fifth generation, is one of the first registered brands in Italy and is listed in the Italian Register of Historic Enterprises.

CEO Paulo Bertazzoni has recently been awarded the title of Cavaliere del Lavoro, an exclusive business honour presented to 25 entrepreneurs annually.