Rumor: Northland in Play.
Submitted by advisor on Sun, 06/20/2010 - 12:04am.
Rumor has it that AGA Marvel is in discussions to unload the sack of potatoes known as Northland Refrigeration onto Blue Star Range, a brand of Prizer Painter in Reading, PA.
Blue Star prides itself on being the bell-less and whistle-less blunt instrument of pro-style cooking.
Northland prides itself on its ability to sell refrigerators through regulatory loopholes.
Will Northland do better under Blue Star? Could it do worse than AGA?
correct me if i'm wrong...
Could this have more to do with Marvel than anything else? My understanding is that AGA is looking to start selling a little more downmarket and is having marvel design a full size refrigerator lineup. I have heard from some good sources that marvel has been looking into the full size direction for sometime and the unit would be similar in design to the new AGA pro + range just realeased.Besides, who really wants a refrigerator label that manages to avoid energy standards by shipping their compressors as separate sku'd items. I know we won't sell them unless forced to because of it
I agree with the Marvel
I agree with the Marvel connection. However with the new Capital open burner range on the horizon maybe Blue Star is looking to expand their product line. I do think that Northland would be a mistake on their part, the days of the huge loud energy suckers are past.
Northland Theory
Is Northland anything to be proud of? That could be reason enough. Maybe someone else can add a thought here.
Venturing a guess ...
... I'd say that the thought process is that with AGA being such a niche product, which is attractive only to a very specific portion of the population, Northland might enjoy the notice of clients who are drawn to the Blue Star line ...
Admittedly, Blue Star enjoys a clientele who are purists, of sort, in their emulation of a professional kitchen, so Northland might just complete the "look & feel" as opposed to the "Pro-Style" products ...