De’Longhi Expands U.S Retailing of Majors May 12, 2006

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EuroChef, Inc., distributor of De’Longhi major cooking appliances in the U.S., has partnered with New York-based appliance and electronic retailer P.C. Richard & Son to distribute the De’Longhi line of high-end ranges and cooktops to the New York metropolitan area.

Harvey Lubell, vice president of EuroChef, said the P.C. Richard & Son partnership is designed to integrate the eastern market with existing sales regions in order to expand the availability of the De’Longhi major cooking appliance line.

“We will begin with 10 stores in four urban markets throughout New York and New Jersey,” said Lubell. “After the De’Longhi line has been successfully incorporated into those four markets, we will expand to include additional P.C. Richard & Son showrooms.”

The De’Longhi line will initially be offered in four P.C. Richard & Son stores in Manhattan; three in Long Island; two in Queens and one in New Jersey.

Alex Piligian, merchandising manager and appliance buyer for P.C. Richard & Son, said the De’Longhi line-up will concentrate on the affluent segments of the urban market where no other competitor is positioned.

“There is a multitude of upscale apartments and lofts in the New York urban market that are not designed to hold extremely large ranges and cooktops,” says Piligian. “P.C. Richard & Son will offer the De’Longhi line to incorporate the desired combination of style and function into upscale urban living.”

De'Longhi said the addition of the P.C. Richard stores to its distributor list is part of a strategic move to incorporate key electronic and appliance retailers in major U.S. markets to widely distribute the De’Longhi major cooking appliance line.

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