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Roland’s Wholesale Division Now Primary Group

Company to launch in Chicago with two new brands, Kuvings and Freeform UK
Posted on February 25, 2016 by Andrea Lillo

Primary GroupLOS ANGELES—The wholesale division of Roland Products has been spun off to form Primary Group, headed by CEO Frances Ro, and will debut at the International Home + Housewares Show next week.

The wholesale division “just grew too large and with that comes a lot of risks,” Ro told HFN. Since Roland is a family business with several different divisions, it decided “the healthiest move [was] to take the wholesale division out and not share overhead or budgets.”

At the Housewares Show next week, the company will debut two brands: Kuvings, which has wide-mouth whole slow juicers, and Freeform UK, a patented line of reversible trays that converts to placemats.

The company still represents Goodbye Detergent eco-friendly cleaning scrubs, Drosselmeyer nutcrackers, Bisbell UK magnetic knife storage, blocks and racks, Curtis Stone cutlery, boards and accessories, and Laurastar premium Swiss dry-steam generators.

Primary Group no longer represents Hurom or Fissler, both of which have launched subsidiaries in the U.S. Primary Group has also discontinued the lines Fabrikators, Daff and Garlic Card.

“I’m deeply grateful for the knowledge and experience I’ve gained by working with my dad, albeit in completely different divisions, [but] it’s time for me to personally spread my wings and pursue larger opportunities,” Ro added. In addition to Ro, the marketing manager and operations manager have also moved over to Primary Group, which has a nationwide network of 66 sales and brand reps, and will display in booth S3011 at the Housewares Show.

Effective this week, Primary Group stopped all Roland shipments and electronic data interchange, and was packing product to be moved to its new partner warehouse [in Medford, Oreg.], a letter to customers this week said. All purchase orders must now be submitted under Primary Group, it added, and shipping will begin by mid-March.