Gourmet and Lifestyle Brands has signed an agreement to be the exclusive distributor of the award-winning Australian design company Dreamfarm that has a reputation for creating innovative and useful kitchen tools and gadgets.
The deal, which will be effective from 1 August, has been confirmed by the owners of Gourmet and Lifestyle Brands, Ian Hardy and Andrew Richards and the founder and owner of Dreamfarm Alex Gransbury and will be officially launched at Reed Gift Fairs Melbourne.
Hardy says the Dreamfarm products represent the logical next step for his business that has now expanded into non-food products for the first time.
“Dreamfarm products have a unique reputation as very bright and colourful kitchenware that can be sold as a gift,” he explains. “We feel this is a similar type of product to Joseph Joseph that we have sold previously,
“Dreamfarm is similar to Joseph Joseph—that some members of our team have sold previously—but it is much quirkier combined with a strong Australian flavour woven into every product.
“The best thing about Dreamfarm products is they are Australian-designed by an Australian-owned company and supported by Australian-owned distributors.
“The Dreamfarm products were previously distributed internally and this new agreement with Gourmet and Lifestyle Brands allows the owners to do what they do best—and that is continue with the evolution of new product innovation and development. This will allow our team of fully paid representatives do our job and sell the products to our valued customer based backed by a strong understanding of all products.
“We know this brand has the potential to do a lot more through independent retailers in the gift and homewares industry and we are bringing a talented sales team and dedicated internal brand manager to work on the business as well as in the business alongside myself as the managing director.
“I bring three decades of representing similar types of products in the market including Joseph Joseph.
“Our former senior account manager, Sarah Lewis, has been appointed as brand manager for Dreamfarm within the Gourmet and Lifestyle Brands business. Sarah has substantial experience in the food industry and will be working in the field as a dedicated resource for our independent customers as well as major accounts,” Hardy adds.
“Products such as the Fluicer will continue as an ongoing product in the range and continues to go from strength to strength. When you have one of the biggest retailers in Australia trying to rip it off, then you know you have a product that is in demand—and if anything it has only added to the product’s recent reputation and sales performance.
“When consumers use the Fluicer they never go back once they realise how efficient it actually is. And there are so many other products in the range that are just as innovative and easy to use. Dreamfarm continues to innovate with up to half a dozen new products every year that are designed in Australia for Australians,” Hardy says.
As part of the official launch, Dreamfarm will join the Gourmet and Lifestyle Brands stand at the upcoming Melbourne gift fair. Long-time Dreamfarm team member Cate McDermott will be on deck to support the event. McDermott has worked with Dreamfarm since 2009 and originally managed the company’s independent customer base throughout Australia. Her presence at the fair will help ensure a smooth transition and provide continuity for existing Dreamfarm customers.
Gransbury says he is looking forward to commencing the new distribution partnership.
“We’re thrilled to announce Gourmet Lifestyle Brands as our new exclusive distributor in Australia,” he enthuses.
“As two proudly Australian-owned companies each with over 20 years of experience and a shared passion for quality, innovation and customer service, this partnership is a natural fit.
“Since 2009, we’ve had the pleasure of serving our wholesale customers from our Brisbane HQ and this collaboration allows us to keep doing what we do best—inventing problem-solving, award-winning products—while Gourmet Lifestyle Brands brings their expertise to expanding our reach across Australia and continuing to provide our customers with the quality of service they expect and deserve. We’re excited for this next chapter and the continued growth of Dreamfarm at home.”
