An interview with Frances Ro, Chief Executive Officer, Primary Group, Inc.

KNSD: What is Primary Group, Inc?

FR: Primary Group, Inc. is a brand new vendor and was formerly operating as Roland Products, Inc. based in Los Angeles.

Visit Primary Group in booth #S3010.

KNSD: Why did you part ways with Roland Products, Inc?

FR: Roland is a family business consisting of several divisions including direct sales and retail stores. The wholesale division grew to a point where it would be much healthier if it were separated from the other parts of the company. We’ve grown and evolved, and essentially we have taken just the wholesale division and moved it to Primary Group, Inc.

KNSD: When is the launch of Primary Group, Inc.?

FR: The official launch will be at the Chicago IH+HS, however, we began transitioning over to the new company in February.

KNSD: How will this change affect your customers?

FR: All of our customers will have to set up a new vendor, but we are trying to make that process as quick and simple as possible by using the credit applications and history from Roland. Other than being a new vendor on record for them, some of the brands which we represent have changed.

KNSD: What are the changes to the brands?

FR: The two biggest changes are that we are no longer the exclusive distributors for Fissler and Hurom. Roland was the exclusive North American distributor for Fissler since the mid 80s and for Hurom since 2009. We, including our most dedicated and hard-working team of sales reps, have worked hard to introduce the mainstream market to new technology, innovation and brands. We established and built up both Fissler and Hurom in specialty independent stores and key national accounts across the U.S. while maintaining their premium brand statuses. Both companies have now opened up subsidiaries in the U.S.

KNSD: Which brands are you now representing?

FR: Primary Group is the U.S. distributor for Goodbye Detergent, Bisbell, Drosselmeyer, Daff, Curtis Stone and Zebag. We are also a sales agent for our two electrics lines, Laurastar and Kuvings. Kuvings is our most exciting product/brand launch as we are proud to introduce new innovation in slow juicing and continue to provide our wonderful dealers the best in juicing technology.

For more information, call 323.203.0554.