A new appliance brand has entered the UK market looking for “no more than” 160 “strategically placed” kitchen retailers to help it build its name.

“The kitchen retailer has been seeking an exclusive alternative high-quality brand that will allow them to achieve a fair margin,” said managing director Paul Thompson, pictured. “Mertz has been established to answer this need.”

The company’s line-up of ovens, hobs and hoods will only be sold, it said, “through geographically targeted exclusive independent retailers that will display Mertz products to their full potential”.

Mertz products would not, it added, be sold through the internet or any other direct retail channels.

Full product training and a full after-sales service including a guaranteed 48-hour call-out are also promised.

Mertz is also offering a full promotional package to its retail partners including competitive display offers and promotional incentives for sales staff as well as brochures and point-of-sale material.

The brand will be further supported by a national advertising campaign.

Mertz is Mr Thompson’s brainchild and he and a team of designers and engineers have built a range with consumers aged 35-50 in mind.

Ovens are available in a choice of stainless steel or black and include single multifunction and pyrolytic ovens, double oven and microwave combination oven, and a variety of gas and ceramic hobs together with an energy–efficient induction hob.

Extraction options include stainless steel and stainless steel with glass chimney and wall mounted hoods – all, pointed out Mertz, within the same design family.