feature: eco & sustainable MDAs
IER catch up at IFA and Sertac Sertler, Creda’s newly appointed MD
Originally launched in 1924 as a radio exhibition, the Internationale Funkaustellung (IFA), has transformed over a century into a stunning display of cutting-edge technology for home appliances and electronics that shares a special bond with UK retailers and the independent industry as a whole. This year, suitably, IFA re-branded to become, Innovation for All.
V
isiting major brands, it was a pleasure to arrive at the Creda display. As
Creda and production partner Sersim from Turkey they have showcased their new tech-products receiving great feedback from its business partners especially on new designed slim control panel Rangecookers, 80 litres Built-in ovens and Induction hobs and 60cm FS cookers. This year at IFA there was an increased focus on
Energy and Sustainability solutions and Creda have shown its new *EPS free packaging solution which is the 1st in the industry, so no more plastics use in its ovens and cookers which will be mandatory in France from 2025 onwards. Also, A+ ovens, low energy kitchens and TFT displays using preset recipes, easy to use intuitive designs were at the forefront in Creda’s discussions for its 2025 range in the UK.
Some of the other important themes observed
at IFA was that artificial intelligence (AI) is getting more into our everyday lives, and now it will help consumers in the home which can help run the home with greater comfort and efficiency. All manufacturers are rethinking how to cut costs in the homes with smart controls and more energy and water efficient products.
Creda in UK: Creda, one of UK’s last heritage appliance brands, has had a management change recently with Sertac Sertler taking over the MD role. Having worked for over 23 years at Beko, Leisure and Blomberg brands he has extensive experience of White goods market in UK especially in the independent sector. Sertac comments, “Creda in UK has always been at the forefront of safety, innovation, and technology and those tried and
Autumn 2024
continue trading with us and all of our prior commitments like warranty and marketing rebates will be met and our range will continue to get better and stronger as showcased at IFA. We will continue to design key models in UK that are suited exactly for UK consumers’
Q: What are your future commercial plans at Creda? “Creda will continue to invest in product and designs for all White goods categories and continue supporting the independents’ sector in a more focused approach. We do expect a recovery in consumers home spending as interest rates ease and High Street retailers will certainly benefit more from this recovery. Our heritage as you know is Cooking, so in 2025 especially our award winning Rangecookers and 80 litres built in ovens will be improved with more design options and aesthetically more modern and contemporary designs will be added in to our Traditional range. We are also adding built-in double ovens into our range 90cm, 72cm and also UK’s 1st 60cm double oven with double Airfryers will be in our retailers’ shops in 2025. Our 90cm Induction downdraft hood is also demonstrated for our customers which is more suited for kitchen studio retailers. Sertac continues, “When consumers redesign
tested philosophies are as relevant today as they have always been down the years.” “Designed in Britain and respecting the traditions of its heritage the Creda range of products deliver great cooking results by combining the latest technologies, with easy-to- use features.” For the benefit of IER readers, Sertac has
positively answered a few targeted questions to assist our understanding of what to expect from the changes at Creda UK.
Q: What were the changes at Creda and how will they affect UK retailers? “Just as a brief summary, in early summer, Creda Ltd. has been 100% bought out by Sersim Group who is one of the largest production companies from Turkey and we have been restructuring the company especially in Sales and Marketing functions since then. I am happy to say and reassure that all of our retailer partners can
PEOPLE MAKE THE DIFFERENCE
their kitchen or replace a product, they want to make sure that their Cooker has the central position that blends in with their kitchen design, whether its contemporary or traditional, and has the best cooking performance and large capacity for the Sunday roast or Christmas Turkey for the well-deserved family time. So, for Creda’s new range, we have worked with our R&D to make sure that we do have the optimum solution for design and capacity. We do also pride ourselves on providing extended warranty of 3 or 5 years, which again is quite unique in UK and we will continue to extend warranty for our retailers and consumers.” “The other product categories we are looking
to launch with Creda are Dishwashers, Heat Pump Dryers and Large Capacity Cooling, which again are quite fast growing in UK. Dishwasher penetration is still low compared to other markets and we know that once a consumer uses a dishwasher, one can never go back to hand washing. It is also more efficient and uses less water compared to hand wash, so it also benefits the environment. In terms of food preservation our focus will be on fresh food technologies, and multi zone cooling products like multi door or side by side models. Finally, again we very much enjoy the damp days in our country every autumn and winter which in turn increases the need for tumble dryers, however with new energy regulation and electricity costs, Heat Pumps are fast becoming the norm and main consumer choice.,” concludes Sertac. *EPS – Expanded Polystyrene
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