Show review: Exclusively Electricals Getting focused


There were familiar names and new at this year’s focused electrical housewares event, Exclusively Electrical. PR Direct’s Sarah Selzer reports.


T


here is something appealing about having a show space dedicated to


the product areas you’re interested in! It helps for a really focused visit – that’s the ethos behind the whole Exclusively Housewares event (just housewares, no extraneous product areas brought in to fill the space and the organisers’ cash reserves!). In recent years that has extended to a separate


area for electricals – Exclusively Electricals – majoring on SDA but with some floorcare and air treatment too. It is a physically separate space, where you are swiped as you go in, as you would in a multi-hall exhibition. This area also houses the theatre area for the Trend Talks including forecasters Scarlett Opus and food and drink trend forecasters The Food People. In the Electrical show area itself this year,


there was a good mix of brands, including some well-known names (AEG, Jura, Melitta, Sodastream and Dualit) and some making their first or second appearance at a UK show. Millo Appliances is a start-up from Lithuania,


with a team of international designers and showing at its first UK event. Another example of a successful Kickstarter campaign, the result is “the world’s smartest and quietest blender”. Using patented magnet-based tech, the designers have reduced the noise of the blender plus it has a very small footprint, allowing it to be portable, great for use in the home or office. The idea will be to offer a base with different sized cup attachments (for baby food, children’s drinks, adult smoothies etc). The prototype was on show at Exclusively, with a full launch planned this October. Guide retail price is £399. Sodastream had tapped (no pun intended!)


firmly into the growing plastic waste debate and members of its team were handing out filled Sodastream bottles of water at the entrance to the lunch hall. This was a brilliant initiative and also drew attention to the brand’s dual siting too, with its main stand in the Electricals venue. Marketing manager Michael Laws said they had


July / August 2019


been pleased with the reaction to the initiative. “Anything that encourages the reduction in single use plastic has to be good!” As well as some of the best seller models on show, the company was showcasing new dishwasher-safe bottles and flavourings which include the on- trend Kombucha (for Q4). Veritable was exhibiting for the second time at Exclusively Electrical with its range of hydroponics or as the French company refers to it ‘urban farming’. Veritable is now working with established housewares distributor Haus to push this relatively new category further into the UK market. Approximate retail price for the most compact model, the Lingot, is £119 (with two refills). There are over 50 herbs, fruits, vegetables and flowers in the range. “We have introduced new products here,” said Perrine Giacomazzo,


international sales manager. “It’s a mega trend and it’s inspiring cooking and the use of new flavours.” Another new category set to take hold in


the UK, according to Guy Fridja from AirCraft Home, is represented by the company’s Quiet Mark-approved PowerGlide hard floor cleaner. “It’s huge in Korea where everyone has one,” he says. There are some great USPs for the sales story – the battery can be charged away from the unit itself (which also comes away from the handle, so great for storage). The two pads are machine-washable, they rotate at 250 rpm, cleaning up to 20 square metres per minute and you can use any liquid detergent or just water. RRP approximately £199. Full details on Exclusively Electrical and


its sister show Exclusively Housewares from www.exclusivelyshows.co.uk


www.innovativeelectricalretailing.co.uk | 11


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