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hot products Beverage making: what’s brewing? Nigel Morrison Noel Pamment


Tell us about your company. Nigel: Melitta is part of the family-owned Melitta Group, which has been providing coffee enjoyment in the home for over a century. Melitta launched in the UK in 2018 with an array of premium coffee products including bean to cup machines, pour-over manual coffee brewers, coffee filters and accessories. Noel: EPE International is the UK’s leading SDA and cookware distributor to the independent retailer; the first and only choice in branded small domestic appliances. The excellence of premium brands combined with the perfect distributor offers the most brands and the most choice under one distribution in the UK. EPE has consistently grown its market share


over the past 17 years by developing in-house expertise of the sector, working closely with the leading brands, and a strong dedication in supporting the independent retailer.


Why did you decide to enter into this new trade partnership? Nigel: EPE is a really well established and respected distributor, with years of experience and unparalleled knowledge, so they were the obvious choice to be partnered with. The industry's pretty varied and working with EPE gives us a strong route to market, allowing us to get the Melitta brand in front of a wide range of retailers. Noel: The partnership with Melitta coincides perfectly with the launch of our company strategy to build strong partnerships with inspiring brands. Melitta brings authenticity and heritage to our ever-expanding portfolio as we continue to work closely with leading brands. Melitta products also bring with them a unique opportunity for independents to compete in the marketplace and offer a well-established and premium product to their customers.


How would you describe your product range? Nigel: The Melitta brand stands for a skilful combination of tradition and modernity aimed at providing special coffee enjoyment in tune with the times. For over a century, the Melitta group of companies has repeatedly revolutionised the preparation of the popular hot drink: from the invention of the paper filter in 1908, the first ground and vacuum-packed


48 | housewareslive.net


Coffee specialist Melitta announced a new trade partnership with distributor EPE International at the Spring Fair. Housewares Magazine talks to Melitta UK consumer & trade marketing manager Nigel Morrison and EPE International ceo Noel Pamment to find out more


coffee in 1962 and the launch of the first electric filter coffee maker in the German market in 1965, to the patented AromaPor paper.


In addition to providing assurances of quality and functionality, Melitta is very much about great ‘statement’ design that looks elegant and contemporary. Take for example Melitta’s premium range of bean to cup coffee machines, which have the prestigious Quiet Mark Award in recognition of being among the quietest products on the market. Customer feedback tells us that having products which are as ‘quiet as a whisper’ makes such a difference to the overall product experience.


“The UK’s appetite


for coffee continues to go from strength to strength”


Noel: Strategic partnerships have been cemented between EPE and the UK’s leading and innovative SDA brands, allowing independent retailers the ability to purchase from an extensive range of over 2,000 SDA quality and premium products across 37 market leading brands, including products available exclusively from EPE. Working closely with the brands enables EPE


to share extensive product knowledge and training - along with current market insight - to its customer base of independent retailers.


What are your newest product introductions? Nigel: Last winter we launched the sleek Avanza, which is one of the world's smallest fully automatic coffee machines and just 200mm wide. It’s impressively designed with excellent features including a milk frother, double cup mode and super quiet grinder. Our Purista bean to cup machine has also


performed well, as it’s perfect for super-slim kitchens where space is limited. This practical kitchen appliance is all about the convenience


HousewaresLive.net


factor and modern design, thanks to its One Touch feature, easy cleaning and LED display. In January this year, we launched the Melitta


Calibra grinder for espresso makers which holds up to 375g of beans and features a built- in scale to make weighing your favourite blend easy. What’s more, we’ve just introduced the AromaFresh Therm filter coffee machine, with an integrated grinder and insulated jug, to enjoy the full flavour of coffee for even longer. Noel: Melitta is our latest brand with a range offering an array of coffee products including bean to cup machines, filter coffee machines and pour-over manual coffee brewers. Additional new products and brands to be added to our portfolio include the new homewares product selection from Tefal and the introduction of the Smartwares Group, which includes the Princess social dining range, heating, air treatment and a new category of home and office security.


How are sales going for you? Nigel: British kitchens are all about practicality - with access to the right gadgets for quick and convenient use. We’ve seen consistent year-on- year sales growth as more and more discerning consumers are buying high tech quality bean to cup and filter coffee machines that not only fit with the minimal, fuss free design of their kitchens but also deliver great tasting coffee at the touch of a button. Our exciting new partnership with EPE International will allow us to gain an even wider distribution of quality retailers. Noel: The SDA market is going through some changes, which will evolve and ultimately give further reason to invest in a branded SDA product rather than a sub-brand. The leading brands offer awareness through stability, innovation and quality.


What factors do you attribute to this performance? Nigel: One of the key factors driving sales performance is Melitta’s offering of high-quality, high functioning coffee products which provide great value for money. Noel: EPE offers the most branded product choice and knowledge to the independent


twitter.com/Housewaresnews March/April 2020


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