03.
Q&A with James Festorazzi – Head of Business Development, AlphaESS UK
We’re delighted to be joined in this issue of Energise by James Festorazzi, Head of Business Development for AlphaESS UK. In the following Q&A Interview, James discusses his career journey and the energy and storage sector. James also highlights how Installer Partnerships continue to be the foundation of AlphaESS UK’s growth and shape the company’s direction.
Hi James, thank you for joining us. Could you start by introducing yourself to our readers and telling us about your role at AlphaESS UK?
Sure, I’m delighted to be involved in this issue. I’m Head of Business Development for AlphaESS in the UK. My primary focus is Business Development, which encompasses a wide range of activities, including marketing, communications, events, and of course onboarding and developing relationships with our distributor and installer partners.
Due to my previous experience in installations and electrical (yes, I’ve been on that side of the fence, as well) there’s also some crossover into other areas of support.
Thanks, James. We’re keen to learn more about your background and career journey, as well as what led you to the BESS industry and AlphaESS UK.
It’s certainly been a journey, one that’s even seen me on the other side of the world. I first started in the solar energy sector in Australia back in 2010. Over the years, while technology has advanced, the core installation process hasn’t changed massively. We mainly worked with DC systems back then but as technology moves forward, we shifted towards AC systems particularly for rapid shutdown and panel-level monitoring, where safety played a key part in that shift at the time.
Eventually, my family and I decided to move back to the UK. I wasn’t planning to get back into the industry at first, as installations here can be more complicated compared to Australia, but over time, the opportunity arose to take on a role working with a Distributor that was a great fit.
Sounds like the industry wouldn’t let you leave, James! So, next stop AlphaESS UK. Can you tell us more?
I began my career in technical installations at 19, installing antennas for On-Digital before moving to Sky TV, where I eventually managed business installations for pubs, clubs, and hotels. After a few years, I entered into self-employment, which led me into the audio-visual sector. Around this time, our family moved to Australia.
There, I expanded my skills in communications, alarms, CCTV, and solar energy, working for a company spanning home building and air conditioning. That’s where my solar journey truly began. The move gave me invaluable cross-sector experience before my return to the UK, where I managed AV projects across universities in Scotland, until, unfortunately, Covid-19 reshaped everything.
That shift brought me back into solar, a field I’d first entered in 2010. While there was an evolution in technology, from DC to AC systems, for safety and monitoring purposes, the installation principles remained largely familiar. Eventually, I rejoined a former Australian company expanding into the UK, transitioning from installation into distribution, and this is where I first discovered AlphaESS.
AlphaESS immediately stood out from many other BESS companies with its personal approach, excellent and fast support, and product reliability. Now, as part of AlphaESS UK, I’m proud to leverage my international experience to help grow the brand in a market that is rapidly embracing renewable energy.
The installer-first approach is working well as AlphaESS continues its strategic growth in the UK. Please tell us more about those relationships?
Most definitely. While distributors have a vitally important role, it’s also been about building meaningful relationships with installers. We ensure they have the correct information, they can contact us easily, and we can quickly advise and support issues. Compared to many competitors, I’m confident we’ve got the balance right, and the growth we’ve seen over the last six months reflects that.
We see our distributor and installer network as a community, one where we market them alongside AlphaESS UK. Our Partner Spotlight series is a fantastic example of that togetherness. Collectively, we’re connecting, informing, and guiding audiences, ensuring they understand the power of battery energy storage, and also have access to the people who can make renewables and energy storage work for them.
Our approach is ensuring AlphaESS residential and commercial and industrial storage products are front and centre with customers, and, additionally, we’re increasing partner visibility, helping them to grow their businesses. Customers can see real-world installations, read reviews, and build trust in both AlphaESS and our BESS distributor and installer network.
Beyond the products, James, what do you think sets AlphaESS UK apart as a company?
I’d say it’s three things: the quality of our energy storage systems, the customer benefits through our relationships with our distributor and installer partners, and the exceptional customer care and technical support we provide.
With AlphaESS UK, you’re not just dealing with a faceless corporation; you can speak directly to people who know the products and care about delivering the right system for you, and doing it cost effectively, safely, and correctly, every time. Our team are proactive in supporting partners, and there’s a real sense of collaboration.
As someone who has been on the side of a BESS purchaser and installer, James, how do you rate AlphaESS UK’s customer proposition?
Honestly, we’re hard to beat. I realise that’s a very bold and confident statement to make, but it’s one I base on many factors. While many systems may appear similar at first glance, the real differences show in battery technology.
For example, our smaller batteries, like the upcoming 4.8kWh unit, operate on a 1C cell, which is a significant advantage. Many competitor batteries operate at 0.5C, which means you can’t consistently achieve the full output from your inverter. With Alpha’s 1C cells, even smaller batteries can fully utilise the inverter’s capacity, so customers get the full performance from their system.
We continually involve and listen to installer feedback, making informed decisions that ultimately deliver value for all parties: installers, end-users, our business. The latest G3 system is a great example, featuring a much faster, and more straightforward installation process with aligned brackets and a stackable design, which we’re very confident our installers will welcome.
Globally, we act on feedback, continually improving our Residential, C&I, and Utility-Scale BESS ranges to deliver more with every generation. The combination of all of these things is the reason I joined the UK arm of AlphaESS.
The combination of all of these things is the reason I joined the UK arm of AlphaESS.
Thank you, James, for sharing your journey and insights with us in this edition of Energise. It’s clear that AlphaESS UK’s success is built on strong partnerships, innovation, and a commitment to supporting both distributors and installers.
If you’d like to explore becoming part of the AlphaESS UK network, whether as a distributor or installer, we’d love to hear from you. Discover how you can build a partnership with AlphaESS UK by visiting: https://www.alpha-ess.co.uk/become-approved-installer
