Dualit
Tacit’s achieved
fantastic results time
and again.
Tacit’s achieved fantastic results
time and again.
Tacit’s achieved fantastic results time and again.
Almost synonymous with the UK’s most-loved kitchen appliances, Dualit is a heritage brand with more than 100 years of innovation behind it. Most notably the ‘dual grill’ toaster which actually gives the company its name.
The project
Dualit has always been ahead of the curve. This project was no different. The rise of ‘at home’ coffee machines created a gap in the market for a good quality coffee capsules that would work harmoniously with the most popular models. This was a gap that Dualit was planning to fill.
Aurelia is always willing to take a view on a matter, which is refreshing.
The challenges
Being a leading name in the UK appliances market was a fantastic springboard for Dualit. But selling aluminium coffee capsules to businesses on an international playing field was also quite a departure from its normal commercial contracts.
The solution
Aurelia’s commercial know-how and dynamic approach has made her Dualit’s go-to commercial lawyer since 2016. In this case, she took responsibility for the end-to-end process - from securing deals with the right partners to drafting contracts and negotiating commercially viable terms.
We wanted to break into a completely new market. Aurelia enabled us to do that…and so much more.
The result
Dualit have become one of the key suppliers of coffee capsules in the UK. And the ease with which Aurelia navigated them through this venture has led to other diversification projects. This has enabled them to reach new markets and build a customer base that’s much, much greater than previously thought possible.