Chef Works Europe, part of Chef Works International, a leading manufacturer and distributor of contemporary hospitality apparel is pleased to announce its acquisition of Bragard Group SAS from Fristads Kansas Group in Sweden.
The acquisition includes the Bragard global trade and all operating companies in the Bragard group.
Established in 1933, Bragard is highly respected brand in the culinary apparel industry with long-standing associations with Michelin and Bocuse D’Or. Its position within the marketplace will not alter, however the company will benefit from the strategic support Chef Works has to offer from a supply chain, technology, reach and associated profitability perspective to support future growth plans worldwide. The two brands will continue to operate independently with separate management teams.
Alongside this acquisition, Chef Works Europe welcomes a trio of new recruits to its newly-founded sales team, reporting in to Commercial Director Neil Boston, as part of an ambitious growth strategy for its expanding UK and Ireland customer base.
Three Business Development Managers have been appointed to develop the direct sales channel alongside an established network of well-known national and local uniform and catering supplies distributors.
Sam O’Kane joins having previously worked as Studio William, Simon Vost brings vast experience of the hospitality industry having worked at the likes of Wedgwood, while Tom Atkinson is a former chef and has worked in high level kitchens throughout his career. Their appointments strengthen the growing Chef Works UK & Ireland team.
Commenting on the acquisition, Guy Boeuf, CEO-President at Bragard said, “It is a unique opportunity for our group to receive support from a family-owned group like Chef Works in the same sector. They have decided to reinforce Bragard, a traditional brand with unique market share and independence.”
Paul Gross, Managing Director of Chef Works International Ltd. added: “We have a long-term respect of Bragard for its originality French identity and committed employees. The brand is recognised around the world as a leader in the hospitality sector, particularly in the restaurant business. By investing in the Bragard holding company, we are supporting long-term development to provide quality products and service to all customers around the world.”
Commenting on the new recruits, Neil Boston, Commercial Director of Chef Works International Ltd, said: “I’m delighted to have three top-calibre sales guys in Sam, Simon and Tom join the Chef Works family to work alongside me in building the UK market through both the direct and indirect channels. We have an aggressive strategy to grow the Chef Works brand in the UK and Ireland. Simon, Tom and Sam will be able to work closely with chefs, owners and GMs to develop the right uniform solutions for their businesses while also working closely with our catering supplies distributors and supporting their customers and sales teams.”
For more information about Chef Works UK & Ireland and its full range of market-leading hospitality uniforms, visit www.chefworks.co.uk.