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.
Early Impact
3 days to deploy Loxa's Magento app on FFD's store
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.
