Built for the Trade

Fridge Freezer Direct (FFD) is a Leicestershire-based retailer of the UK's leading commercial refrigeration and catering brands. Founded by Cory Greenhough in 2008, FFD sells more than 5,000 products from over 30 manufacturers, including True, Foster, Gamko, Tefcold, Hoshizaki, Adande and Osborne. A REFCOM Elite Supplier and CEDA member, FFD serves hospitality, foodservice, retail and the public sector. The majority of orders come through the Magento storefront, with the remainder placed by phone and processed through Zoho One.

Selling 30-plus brands means handling 30-plus different warranty processes. The bestselling units sit at the entry-to-mid price point, where standard cover runs from 12 months parts-only to two years parts and one year labour. That is the lion's share of FFD's business, and the part of the catalogue where the customer is most exposed when something fails. For the cafe owner or sandwich shop buying that kit, refrigeration failure during service is not a maintenance issue. It is lost stock and lost trade.

Cory had been looking for a way to close that gap at the cart for years. He needed something that could plug into Magento, sit at the right price for a B2B trade buyer, and operate across both online and phone sales channels.

From First Call to First Policy

After FFD's first call with Loxa in February 2026, the contract was signed six days later. Loxa's re-engineered Magento app was deployed and configured on the FFD storefront in three working days. Protection appears as a modal pop-up on the product display page, triggered when a customer adds an insurable item to their cart, with three-year cover priced at around 10% of the product value.

FFD went live in March. The first policy sold within two hours of going live.

For orders coming in by phone, Loxa's team set up the in-store policy portal for FFD's sales advisors, with video training and sales-script guidance covering vulnerable customer handling and the regulatory boundaries on insurance distribution.

Experience Loxa on Fridge Freezer Direct

Protection Across Every Order Channel

To handle the orders that come through the phone, Loxa set up the in-store policy portal for FFD's sales advisors, with video training and approved sales-script guidance covering vulnerable customer handling and the regulatory boundaries on insurance distribution. A custom integration with Zoho One, FFD's CRM and ERP system, is on track to deliver full automation to the manual order channel before the summer trading peak.

"I'd been looking for something like this for years. We're on Magento, which makes most things harder than they need to be. Loxa was the exception. Their team had the app ready, worked through it with our developers, and we were live in days. It fits the way we sell, the products we sell, and the customers we sell to. For our customers, it closes the gap their manufacturer warranty was always going to leave."

Early Impact

21 days from first call to first policy sold

3 days to deploy Loxa's Magento app after contract signing

2 hours from go-live to first policy

What This Means for Retailers Like You

For catering and appliance retailers, the warranty gap on bestselling mid-range products is exactly where embedded protection earns its keep.

For Magento retailers, FFD is the proof point that Loxa now ships natively into the platform: configured and selling within days, not months, with the same optimised UX as Loxa's Shopify and Adobe Commerce builds.

Whatever platform you sell on, Loxa can integrate with ease and help you offer product protection at scale. Book a demo.