Appliance Division Going To Market Strategy

Josh Long

Group General Manager

In the past 10 years, the Appliance Division has become an integral part of the Indoff family. Comprised of two purchases, Allied Appliance (Allied) and Absocold, they combine resources while remaining autonomous in sales and operations. Allied is a national wholesaler for iconic brands such as GE, Amana, Whirlpool, Frigidaire, and Speed Queen; Absocold is a North American manufacturer of refrigerators and microwaves.

While they share business sectors - particularly hospitality, student housing, and senior living - they target differently within each market. In hospitality, Allied focuses on the mid-tier and budget hotel markets providing PTAC, TTW, and VTAC A/C units for replacement and renovation projects. Absocold’s compact refrigerators, the Suite Fridge line, is sold to higher end venues, flags, extended stays, and resorts. They share some groups such as full size refrigerators, dishwashers, stoves/ovens/cooktops, and microwaves. Allied markets these products to the Multi-Family market (Apartments, Condos, and Student Housing) while Absocold markets these product on their Government contract and to Universities and Colleges.

The Appliance Division goes to market fundamentally differently than the Partner Group. Some of the key areas of difference include:

• Limited Vendors From Which To Purchase vs. Unlimited Vendors From Which To Purchase

• Limited Product Type Selection vs. Unlimited Product Type Selection

• Pricing Certainty vs. Variable Pricing

• Limited Business Sectors vs. Unlimited Business Sectors

• Generic Products vs Customized and Standard Products and Services

• National Distribution vs. Mostly Local or Regional Distribution

These differences extend to marketing strategy, also. The Appliance Group can feature a particular products with pricing and delivery method in emails, web, social and other medias; Partner Group marketing is required to be generic in nature highlighting product types with no pricing or specials.

Even with these differences, working together on a project basis can be beneficial for all. In fact, the differences can enhance the combination by offering the expertise and experience of both groups. One major success story has been the work of CI Partner Joe Westfall and Appliance Group Partner Randee Walsh. Working on the Millennia account, a nationwide multi-family owner/operator with over 280 apartment developments in 26 states, they supply a variety of appliances for the individual properties. Pricing is set and approved by all parties in advance. Indoff offers the financial resources, Joe brings the working relationship, and Randee provides the appliance expertise. The combination of talents leads to end customer satisfaction.

If you have questions or want to discuss how to work with the Appliance Group, reach out to Josh Long, GM of the Appliance Group or Randee Walsh. Both are happy to explore additional opportunities with you.