Monday February 4 2019 THE NATIONAL MOTORCYCLE MUSEUM, BIRMINGHAM


news EFG Housewares expands team


Independent wholesaler EFG Housewares has expanded its sales team with two new appointments.


Sales and operations manager


What More UK products on film and TV show


At the end of July a news story on www.housewareslive.net – the digital partner of ‘Housewares Magazine’ -grabbed the attention of the What More UK team. The story revealed that a short film starring BAFTA-


award winning actress Miriam Margolyes OBE which explores Alzheimer’s disease was due to start filming - and the production company behind the project was calling on housewares brands to take part. ‘Ethel’ is inspired by the real-life experience of an


elderly woman with Alzheimer’s and highlights the effect that the illness has on loved ones and the vulnerability it causes in sufferers. What More UK marketing & product development manager Adam Wilkinson said: “Contacting the producer to discuss the film, it was clear that this was a project we could easily help with, by donating products from across various ranges to help prop Ethel’s flat in the film. “The film was shot in August and a wide selection


of products across various What More UK ranges were donated for the project.” Other housewares brands that signed up to provide


items include Simplehuman, Auteur with Bobble, Microplane, Stasher, The DRH Collection with BIA a nd GreenPan. Adam added that in early August, another


production company got in touch with What More UK to request various products for ‘The Circle’. This is a new reality series on Channel 4 which launched on September 18 and is airing six nights a week, over three weeks, in a prime-time slot, The show sees players compete for popularity, and cash, via a specially-designed social media platform called The Circle. The contestants are constricted to an apartment block and interact with each other exclusively through The Circle. Adam said What More UK provided “a substantial number of products to help prop out the apartments” including bakeware, tools & gadgets, cleaning products, storage and kitchen plasticware.


Mike Smith joined on August 6 from Home Hardware, where he was head of sales. Prior to this, he held roles at companies including Pyrex, Rayware and World Kitchen. He has worked in the housewares industry for 19 years. Sales manager Ian Lloyd joined


on September 10. He has 25 years of experience in the giftware/housewares industry, working for companies including Royal Doulton, Wedgwood,


Waterford Crystal and Lladro. Commenting on the appointments, EFG Housewares managing director Mark Shipton said: “We felt it was a natural progression to bring a national team on board, and we feel that Mike and Ian bring experience, skill and integrity. “This is the next step in the company’s development to become not only the best cash & carry in the country but the best delivered wholesaler in the UK. “The infrastructure to deliver is in place due to our online trade platform, which has seen 50% growth year-on-year. Our unique


selling point is our range: no other distributor has the extensive range that we can offer.” Founded in 1976, the family-


owned business carries 70,000 lines - across home, garden, DIY, seasonal, partyware, £1 retail lines, toiletries, pet products, toys, stationery and professional catering - under one roof at its premises in the North London town of Enfield, and on one website at www.efghousewares.co.uk.


Amazon partners with Bake Off


Amazon.co.uk has partnered with TV series ‘The Great British Bake Off’ to launch Amazon’s Get Baking Shop. Amazon UK country manager


Doug Gurr said: “Like the rest of the UK, we love ’The Great British Bake Off’ here at Amazon, and Amazon’s Get Baking Shop - with its vast selection of equipment and ingredients - can help every baker create a showstopper worthy of the ‘star baker’ prize.” The Shop, which can be found at www.amazon.co.uk/gbbo, will be live throughout the hit series (which is airing weekly on Tuesdays on Channel 4 at 8pm). It lists appliances, baking utensils, ingredients and recipe books, and offers relevant themed products for shoppers looking to replicate each show’s theme or technical challenge. During the 2017 series, the


best-selling bakeware and accessories on Amazon.co.uk included cake decorating kits, non- stick quick release springform cake tins, digital weighing scales and the AmazonBasics 3- piece baking sheet. The launch comes


as new research commissioned by Amazon UK suggests Brits are baking an average of 49 cakes each every year - or the equivalent of two billion bakes. In the survey of 1,565 Brits aged between 16 and 75, almost nine in 10 believe baking has become more popular than ever, with over 70% attempting their favourite baked treat at home. More than half (55%) claimed to be skilled


bakers, while only 5% said their cakes are always ‘a disaster’. The research also revealed that


sweet-toothed Brits enjoy a serving of cake three times a week on average - or 162 times a year - with cheesecake crowned the country’s most loved baked treat, followed by cookies, lemon drizzle cake, Victoria sponge, chocolate fudge cake, carrot cake, chocolate muffin, classic brownie, éclair and millionaire shortbread.


The OneBottle is the new Stainless Steel bottle from Root7. Launching with 8 beautiful colours and designs the OneBottle not only looks amazing but its heat and cold retention are superb, hitting 30 hours cold and 20 hours hot. The secret to this is the Copper lining in between the two layers of Steel. To reflect this the lid has been beautifully


finished in a glowing Copper. The first 8 designs will be available in October with a retail price of £20 for bold colours and £25 for


patterns. In December you can look forward to a collaboration with the Science Museum, with the first design showing off a stunning picture from the Hubble telescope of the Carina Nebula.


www.root7.com


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