COLUMN: CAPTIVATE BRANDS
New Product launches, how important are they?
By Kevin McKay Managing Director of Captivate Brands
August/September 2026
housewareslive.net
I
t’s a question I’ve found myself asking many times, and especially more recently when our product development and design team are battling to keep up with projects – there is a strong temptation to ease the pressure and cancel projects. Introducing newness is crucial to the continued success of a brand.
It gives retailers something fresh to talk about, keeps consumers interested and pushes suppliers to keep developing. Creating new products should be an exciting endeavour and striking a balance between innovation and demand is key in the housewares industry – by focusing on developing products that truly meet customer needs, emphasising quality and aligning product offerings based on demand, brands can create a more meaningful and impactful presence
in the housewares market. This approach not only enhances customer satisfaction but also contributes to long-term success and a brand’s longevity. There is always pressure in our industry to come up with new
products and as soon as we launch a new range or a new product, our customers’ focus then turns to ‘what’s coming next’. As a supplier, there’s a danger that you can lose sight of what product development is all about. It’s not about the sheer number of products you develop and launch but the need to create good products that are driven by consumer demands and latest trends. When consumers feel that their needs are being met, they are more likely to develop loyalty to a brand and thus leading to repeat business.
Recent product launches from Captivate Brands includes (clockwise from top) Willliam Morris At Home, Yvonne Ellen and
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