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Products are not just functional, they can create a household legacy N
o doubt the following is a familiar story that many of our independent retailer
readers have experienced over the years, and still come across today. In October, Domestic Appliance Distributors
(D.A.D.) were delighted to become the new exclusive distributor of Creda Home Appliances. Almost immediately, Managing Director Alison Taylor [AT] was contacted by David Slater [DS], with an interesting email from a consumer. David wanted to tell the story of his Creda 400 tumble dryer, that had been purchased in the summer of 1976, and was still in use today. Alison [AT] spoke to David [DS] to get the background on the purchase and its 48 years usage!
AT: Why did you choose a Creda tumble dryer instead of other brands? DS: We bought the Creda brand probably out of a sense of value for money – and with it still going nearly 50 years on, we have certainly had that. I doubt we spent more than £30 on the machine.
AT: What prompted your purchase at the time? DS: My wife, Lynne, and I were married in 1973 and our first child, Ashleigh, was born in 1975. In the autumn of 1976, I was at Theological College in London. We lived in a house in East Dulwich which had a flight of steps up to the front door. We were still laundering terry nappies and, during the winter, access to any outdoors drying areas was difficult – even when the weather was sufficiently good. So, we bought a tumble dryer.
AT: How well has the tumble dryer performed over the years? Has it needed any servicing or parts replacement? DS: The appliance has, in my view, performed amazingly well, evidenced by the fact that it is still going today. The case has suffered a bit, but the machine still works perfectly. Over the years the only thing that has been replaced was the drum drive belt. I think the most amazing part of this story is that neither the motor, the fan nor the heating element have had to be replaced.
AT: What did Creda mean to people in 1976, how was it perceived by people in the UK? DS: We knew that Creda was a British company. At the time of purchase, the “Buy British” campaign was at full throttle. So, we bought British. Quite a few of our friends had a Creda appliance. They were certainly very cost effective and known as good value for money and reliable.
AT: Would you change anything about the product you bought? DS: Absolutely not! I’m not sure there are many white goods appliances that can boast the record of continuous service that this one can.
Alison states, “This story is a special one. The
memories David attaches to his tumble dryer are attributable to life changing events, and he describes the tale with heart-warming and unexpected detail. It makes me very proud that D.A.D. are in partnership with such a strong, classic brand”.
“Times have changed a lot since 1976, and our
culture has become one much more accepting of appliances like this having a life of less than 10 years”. “Creda still firmly believe in the quality of their appliances, which is why they offer a 3 years warranty across the entire range of products”. Creda brands its’ products as TIMELESS, TRUSTED, ICONIC, and this story certainly echoes that sentiment. It also reflects the sometimes[1] forgotten relationship and importance we all have as consumers, with the products we purchase and the long-term trust of not just the brand, but the store person who sold it in the first instance. Creda and DAD aim to create the same
satisfaction in the modern day purchases as those experienced by David over the last 40 years. For the current range of Creda appliances, visit dad-
online.co.uk, or call DAD on 0844 854 6715.
Winter 2024 PEOPLE MAKE THE DIFFERENCE
www.ierdaily.co.uk | 5
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