Background
Winterhalter entered the Middle East market in 2008 but struggled to establish a foothold in the commercial project segment. Competing brands such as Meiko and Hobart dominated the project space, while Winterhalter's sales remained largely confined to retail channels, with 91% of revenue derived from retail and only 9% from projects.

Challenge
Despite the quality of its equipment, Winterhalter lacked the strategic local presence, consultant engagement and channel support needed to win project-based business. This imbalance limited their growth and market perception.

Intervention
In 2022, Winterhalter partnered with Amplify Me to overhaul its regional approach. The strategy focused on three key areas:

• Specification: Amplify Me worked with a network of consultants to secure Winterhalter’s inclusion in major kitchen design specifications across the UAE.

• Dealer Activation: The brand was actively promoted through Amplify Me’s established dealer network, particularly in Saudi Arabia.

• Local Stock: A strategic decision was made to hold stock on the ground in Saudi, allowing for faster fulfilment and enhancing dealer confidence.