Meet Bill
first cordless, auto-switch off induction hob top kettle to be developed.” Central to the success of Strix is its use of
intellectual patents. “We have hundreds of intellectual patents,” Mr
Kyriacou said. “Everything we bring to market we make sure has strong IP. That said, we will always share our technology with our brand partners; we’re happy to work with them to build a version for them.” Mr Kyriacou continued: “The Strix DNA is that
we always bring technology to our brands and our retail partners. If the product is not interesting to our brand partners, or they’re not ready to launch the product, then we will launch it under
our own brands to show the world what we can do and bring it to market.” “We’re always open to work with the brands
as well. We will never maintain our technology exclusively, we’re always happy to share that with our brand partners globally. For example, for the Dual Flo, we have a partner in North America that has launched the product and we have a partner in Switzerland, who’s also launched that technology.” Strix’s strapline is ‘powered by Strix’, and that,
Mr Kyriacou said, is how the business is going to grow Strix awareness to consumers. “We’re also talking to some of our brand
partners now who will also work with us and entertain having ‘powered by Strix’ on their products,” he said. “All we want as Strix is to bring technology to
the market. We don’t expect to be the market leader with our own brands, but for sure if we have the opportunity to grow with our own brands and to bring products to channels such as the independents, we will.” Strix is looking to expand its range of appliances, but its technology tends to be linked to water.
On the Laica brand, Strix acquired some
heritage products, including bathroom and kitchen scales, and two or three years ago, Laica launched into sous vide and vacuum packing. Mr Kyriacou said: “Food waste is huge and people are now more conscious about it. This technology helps you preserve food for longer.” “We launched the Laica brand last year into
the UK, and we’re looking to grow partnerships and the independent channel is really important. “The products I’ve talked about are very much
driving innovative technology. We need partners and retailers that can tell the consumer about our products, and help them understand the messages behind them, so the independent channel for me is perfect. “If you want to launch innovative technology, the independent channel is one of the best, if not the best to really give brands that platform.”
March/April 2023
On December 1, 2022, Strix acquired Billi Australia, Billi New Zealand and Billi UK, which will accelerate its growth plans in the water and appliance sectors. Billi is a leading brand in Australia for the supply of premium instant boiling, chilled and sparkling filtered water systems. It has a strong heritage and a 30-year history of designing and producing innovative products. Mr Kyriacou said: “The acquisition of Billi accelerates our strategy within our water and appliances categories which is core to Strix’s five-year plan. We look forward to welcoming the Billi team to the Strix Group and working together to grow our combined businesses.”
Mr Kyriacou said that with two brands, Laica
and Aqua Optima, Strix can manage channels, whilst ensuring that independents have a range of products.
“I see Laica as a really good fit for independents because it’s a slightly more premium brand,” Mr Kyriacou said: “In an extension of the Aurora collection we already have plans to launch an Aurora coffee machine in Q3 this year. “It will have gold cup standard, which is very
important for the American market. What Strix can do is guarantee the temperature. When you select 80oC, we have the technology and engineering to deliver closer to 80oC than any other technology available in similar products. “Within our Aurora products we have TrueBoil
technology, so when we say it’s boiled when it comes out of the nozzle, it will be boiled and that’s patented.” Mr Kyriacou says that water filtration products
are stronger in mass merchants than in independent electrical retailers, but he says there is a good reason for an independent to consider stocking such products. “If you’re selling the appliance, then it makes
sense you sell the water filtration as well, for that repeat purchase,” he says. “If a customer is buying a product that has a water filter, they will need to replace that every 30 or so days. That gives that repeat purchase and consumers coming back into the stores.” Looking ahead, Mr Kyriacou said: “I know the independent channel well – I have a good understanding of what they need – and we really believe we can deliver for them and give them the opportunity to maximise their value. “We need partners to help us to tell the world about these products and independents are perfect for that. We need a channel that can sell innovation and demonstration is key to that.”
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