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We want to see IceKing
firmly recognised as a brand that truly listens, adapts and invests. Sustainable growth, deeper retailer engagement and a broader product mix would all be indicators that we’re moving in the right direction.
performance, compressors, and internal design, so that we can maximise energy efficiency without driving up the retail price unnecessarily. We also actively review and test a mix of the range, to be sure that we’re increasing representation in higher efficiency bands under the UK energy labelling system. At the same time, we recognise that
local service, trusted relationships or aftersales support, meaning IceKing stands out with our ability to offer dependable, and value-led services.
SH: Independent retailers have many choices in the refrigeration sector. Why should they be excited about IceKing being backed by Cookology’s resources specifically? DW: Independent retailers absolutely have choice, which is a positive thing for the market. But what they’re looking for isn’t just another badge on a fridge, they’re looking for reliability, margin opportunity and a supplier that makes doing business straightforward. IceKing already has a long heritage in the
marketplace, and with Cookology’s backing, we’re able to improve our retail depth, forecasting, and factory partnerships, alongside our ability to react quickly when the market quickly and frequently shifts. It also means that we’re able to invest in the
Spring 2026
range itself, refining specifications, improving packaging and evolving that point-of-sale, and after-sales, support - those are the practical details that make a difference within such a competitive industry. Retailers can also be excited about our sole
trade-focus. The backing from Cookology is something not every refrigeration brand can offer, and we are excited to use it to genuinely better out relationships and services for our trade partners.
SH: Energy efficiency is no longer just a ‘green choice’; it’s a financial necessity for UK households in 2026. How are you futureproofing for the IceKing refrigeration range to meet the growing demand for A-rated or highly efficient products that help consumers lower their utility bills? DW: Energy efficiency has shifted from a lifestyle preference to a real cost-of-living consideration. We’re working closely with our manufacturing partners to prioritise the most efficient insulation
PEOPLE MAKE THE DIFFERENCE
many independent retailers serve a broad demographic, and affordability at the point of purchase is critical in making the sale. Our goal is to strike the right balance between upfront affordability and long-term energy savings for the customer.
SH: What will success look like for IceKing in twelve, or twenty-four months from now? DW: In twelve months, success would mean a fully integrated operation with improved availability, expanded listings, and strengthened relationships across out independent retail base and buying groups. I’d also like to see growth in our key refrigeration categories. At the twenty-four-month mark, success becomes more strategic. We want to see IceKing firmly recognised as a brand that truly listens, adapts and invests. Sustainable growth, deeper retailer engagement and a broader product mix would all be indicators that we’re moving in the right direction. Ultimately, IceKing’s success is about earning the trade’s continued trust whilst carefully binding our footprint in that hyper-competitive marketplace.
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