Winterhalter’s Turnaround in the Middle East Market

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.

Outcome

The impact was immediate and measurable. Winterhalter’s sales mix shifted significantly, now standing at 63% projects and 37% retail. In parallel, the retail segment has continued to grow steadily year-on-year, indicating that gains in the project market have not come at the expense of their traditional base.

Conclusion

Winterhalter’s partnership with Amplify Me has repositioned the brand in the Middle East as a viable contender for project-based opportunities while strengthening its retail growth. The availability of local stock and expanded consultant support have played a crucial role in this transformation.