Retail Observer

RETAILOBSERVER.COM FEBRUARY 2023 58 B randSource is bringing the next level of luxury to its members through a new strategic alliance with super-premium appliance brand Thermador. The new partnership, which kicked off with the new year, signifies a further expansion of BrandSource's luxury market initiative, LUXE. "We are excited and very appreciative to be partnered with Thermador," said Chad Evans, VP of merchandising at AVB BrandSource. "Thermador is a top-tier luxury brand that has always been an important part of our members' brand portfolio. With this new partnership and with the great support of Thermador leadership, we look forward to helping drive more business in our channel." Thermador is part of BSH Home Appliances' triad of high-end kitchen brands that also includes Bosch and Gaggenau. According to Mary Weston, BSH's national sales manager – Buying Groups, the new strategic alliance represents an extension of her company's partnership with BrandSource. "This initiative between BrandSource and Thermador will offer our customers personalized retail activities, focusing on the luxury independent retailer and consumer experience," she said. Speaking at last year's BrandSource Convention in Dallas, BSH's Senior VP of Sales Christopher Kaeser noted that Thermador provides, "Leap into Luxury appliance packages, which I know your membership has really latched onto. It's a great opportunity for that entry-premium to luxury consumer, so we're really looking forward to driving that business." In other BrandSource news, the group raised money to fund 14 scholarships at its recent AVB Leadership Conference. The annual event, held at the Palazzo Hotel in Las Vegas, was an opportunity for directors, staff and vendors to assess the preceding 12 months and set the group's goals for the year ahead. Easily the most gratifying item on the itinerary each year is a charity fundraiser that continues AVB's longstanding tradition of helping children in need. The latest go-round benefitted the Together We Rise (TWR) scholarship program for foster children in need. The proceeds from the event will pay for 10 qualified foster children to receive a scholarship to attend a trade school in their area. In addition to the TWR scholarships, the event raised money for the AVB Scholarship Awards program, which will help defray college or trade school costs for four deserving students related to AVB members or their employees. The fundraiser took the form of "Family Feud," with attendees playing a realistic on-stage version of the popular TV game show. Each BrandSource region fielded a team along with a sponsoring vendor and took part in an elimination-style tournament that ended with the Mid-America Region taking top honors for a third consecutive year. "This is always a such a fun event," said team captain and Mid- America Region President Crystal Brewer. "We love the interaction with the other dealers from around the country and always return with new info to share with our boards." GE Appliances was the sponsoring vendor on the victorious Mid- America team. Lindsey Freibert, the manufacturer's national account sales director, said, "It was such a fun way to raise money for TWR. Their mission is so important, and it is wonderful that BrandSource continues to provide opportunities for vendors and dealers to work together to support such a great organization." Along with an attractive championship belt and bragging rights, the Mid-America region is being awarded a one-of-a-kind prize – one dealer will get to choose a member of the BrandSource senior leadership team (SLT) to work in their store for a day. "Cleaning toilets, mopping floors, delivering chest freezers – who knows what we have in store for them," noted Region President Brewer. "But it will be a lot of fun, for sure!" B U Y I N G G R O U P N E W S BRANDSOURCE FORGES CLOSER TIES WITH THERMADOR A new partnership brings heightened support from the super-premium brand Andy Kriege is General Manager of Communications at AVB BrandSource, the nation's largest merchandising and marketing co-op for independent appliance, mattress, furniture and CE dealers. RO A new strategic alliance with Thermador expands BrandSource's luxury appliance initiative.

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