New Alno ‘has a mountain to climb’, claims retailer

Neue Alno has a lot of work to do to regain the trust of UK dealers following the collapse of German kitchen manufacturer Alno AG, a leading retailer has claimed.

The Alno brand was taken over by UK investor RiverRock on January 5, which acquired all trademarks, land and equipment.

Diane Berry (pictured) of Diane Berry Kitchens in Manchester said that she has currently moved on from Alno as she is now selling Eggersmann, with its remaining Alno displays all sold and in the process of being removed completely from the showroom.

She added that she had removed all Alno branding, including signage and stickers, from door samples from displays, as soon as the brand announced it had entered administration on July 12 last year.

But, despite the move away from selling Alno kitchens, Berry claimed that she would be interested to hear what the new owners have planned moving forward.

“I am looking forward to hearing and hopefully meeting the new Alno team and hearing what their hopes are for the future,” she said. “The old Alno made kitchens so well and maybe the fresh blood will pull it together and regain the trust of some of its old dealers, but it has a mountain to climb, as so many of us have lost thousands of pounds and have moved on as the whole thing was far too protracted and painful.”

Graham Robinson
Graham Robinson

Graham Robinson of Alno’s Wigmore Street showroom also moved on quickly following the administration news, rebranding as Halcyon Interiors and using Eggersmann, Warendorf and Ewe kitchens to fulfil orders.

However, he said that he too would like to see Alno make a return to the UK market.

“Alno was a strong brand and we too hope they can return,” he said. “Having looked at a number of other brands, we realise how good it was.”

Berry also advised that this should serve as an example to retailers not to lean too heavily on a supplier’s brand, but to create your own.

“We are Diane Berry Kitchens and people say, ‘I have a Diane Berry Kitchen’, not an Alno or Eggersmann,” she explained. “Fifteen years of hard work proved that your company is you, not the brand you sell. So a lesson to all, be your own brand and don’t ride on the back of a supplier, as you are then only as good as they are.”

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