Appliance manufacturer Midea has partnered with buying group MHK UK as part of its plans to expand into the independent kitchen retail market.
The agreement makes MHK UK the first retail buying group to partner with Midea as it looks to establish itself in the independent kitchen channel, with members gaining access to the manufacturer’s appliances on preferential buying terms.
Midea officially entered the UK market in 2022, initially focusing on electrical retailers and e-commerce. The company is now looking to increase its presence among independent kitchen specialists, with MHK UK supporting its expansion into the sector.
The partnership will give MHK members access to Midea’s kitchen appliance portfolio, with commercial terms negotiated through the buying group.
David Morris, sales director at MHK UK, said: “We see real potential for Midea in the UK. It’s a brand with high-quality innovations at an attractive price point. We know that the introduction of new brands and product innovation can stimulate the market, and feedback from our members is that there is an appetite for newness.
“Midea’s appliances are exciting and novel which gives retailers a story to tell their customers during the design process. Midea are clearly investing in building this channel with a relationship-first approach and we look forward to playing a part in the success story by launching their products on favourable pricing terms to our UK members.”
Ben Day, kitchen channel national account manager at Midea, added: “Independent retailers are the lifeblood of the UK kitchen industry, providing unparalleled design expertise and localised service. By partnering with MHK, we are empowering these retailers with an incredibly strong appliance proposition, combining world-class technology with highly attractive commercial terms that drive margin and growth.”
The agreement was formally announced at a joint Midea and Teka event in Manchester, attended by more than 30 customers. The event included a cooking demonstration by TV chef James Martin using Teka appliances.
Midea joins MHK UK’s existing supplier network, which covers kitchen and bathroom furniture, appliances, components, outdoor kitchens and home audio-visual technology.