EUROFRED is looking to increase direct sales of Fujitsu air
conditioning equipment in the UK, according to new sales
director Tony Gittings.
The former LG general manager is driving sales for new firm
FG Eurofred, formed following the merger of Fujitsu General
UK and Eurofred UK to bring together Fujitsu General UK's
distribution network with Eurofred UK's direct selling
Explaining the new company's philosophy, Tony Gittings said
"No major air conditioning brand can operate
successfully in the UK without a direct sales operation. All
the major manufacturers have gone, or will soon be going, in
that direction. Leading consultants and larger end users
with branches all over the country want to deal directly
with a manufacturer.
"However, unlike other manufacturers, we are firm
believers in the continued role of a strong distributor
network, so we have decided to take the bold decision to
develop both routes to market equally. There is room for
Addressing concerns voiced by FG Eurofred's distributors, he
said "We don't want to compete for existing business.
We will be targeting companies who don't currently purchase
Fujitsu. But we must adapt to address changes in the
The UK is the third largest ac market in Europe. In a market
now dominated by direct sales of VRF, FG Eurofred have much
to do since only 10% of Fujitsu sales are currently direct.
VRF accounts for nearly one third of total UK ac sales, 80%
of which is through direct sales.
Tony Gittings said "Currently sales through our
distributors are almost exclusively splits. So, by
increasing our direct VRF sales through consultants and
larger end users, we will hit our sales targets without
damaging our distributors."
To support its distributor network, FGE is to make available
to its distributors a figure equal to 1% of that
distributor's Fujitsu sales for marketing purposes