Brady Marketing, Groupe SEB Part Ways

Groupe SEB and Brady Marketing have announced a mutual decision to end the companies’ manufacturers representative agreement, effective at the end of this year.

Brady Marketing has been the exclusive agent in California, Nevada and Hawaii for Groupe SEB representing lines such as Krups for the past 36 years and All-Clad Metalcrafters for the past 22 years. The announcement follows closely on the heals of Groupe SEB’s recently announced consolidation of its reporting structure for its U.S. Commercial Operations; with Sales and Marketing for all U.S. businesses (representing All-Clad, IMUSA, Krups, Lagostina, Mirro, Rowenta, T-fal, Wearever brands) reporting to Greg Cairo, president of Groupe SEB USA.

In a prepared statement SEB indicated that as part of its continuing efforts to “adapt to the evolving business environment, prepare for future opportunities/growth, and leverage synergies, we have also conducted a review of our external rep partnerships across all brands in the U.S.”

As a result of that review, the company indicated that a mutual decision was made to end SEB’s agreement with Brady Marketing. “We are committed to working very closely over the coming 5 months with Brady Marketing to ensure a smooth transition and appreciate the long and fruitful partnership with The Brady Marketing Team,” Groupe SEB said in a statement obtained by HOMEWORLD BUSINESS®. “We wish Brady Marketing success in future business opportunities and thank them for their contributions to the growth of the Groupe SEB business.”

Brady Marketing is a family business founded in 1976 by Frank Brady and his wife, Lorraine Brady, who continue to work together as CEO and vp/finance, along with Pamela Stafford as president. “Our company has helped to redefine the housewares industry over all these years by making innovative, creative, quality brands and by building partnerships between suppliers and retailers which has become the cornerstone to building this industry,” said Frank Brady.


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