KITCHENS
VALUE APPLIANCE BRANDS – THE SMART CHOICE?
Anjali Sooknanan finds out how offering value-for-money products can bring better margins to merchants.
W
ith budgets tight and every penny counting, savvy consumers are always on the lookout for value-for-money
options, especially when it comes to kitchen projects. Appliances, in particular, can absorb a big percentage of available budgets. Prima, an established brand in the kitchen appliances, sinks and taps market, has evolved, focusing on the most popular ‘must have’ appliance functions that the customer actually wants and uses.
Rob Brooks, product manager at Prima Appliances, Sinks & Taps by PJH says it’s still important to offer a good choice of appliance brands, from entry-level to premium. In order to capture more sales, Prima urges the merchant to take a fresh look at brands such as Prima, as so called ‘budget’ ranges have really upped their game.
“Merchants can benefit from this evolution by including budget ranges within their kitchen appliance line-up to ensure the customer has access to all price points. With an improved choice of cooking, cooling and cleaning appliances, merchants can help customers find the best value for their budget, whilst still retaining good product quality, looks and functionality,” he says. Brooks adds that Prima’s value proposition and success lies in offering good quality products that are not only competitively priced but are accompanied with the increasingly important generous warranties and high energy-efficient ratings. One of the biggest advantages though of offering value brands like Prima is that they can present better margins to the merchant.
“From cooking, cooling, and cleaning
appliances to kitchen sinks and taps, we offer a range of appliance options for different customer needs and projects,” he says. “On the cooking front, create stylish appliance banks with our range of compact built-in ovens, and microwaves, including pyrolytic self-cleaning ovens all with coordinated finishes in black glass and brushed chrome to help achieve high-end good looks. A wide range of hobs include sleek gas-on-glass models as well as induction, including a new, minimalist black 80cm Venting Induction hob for the ultimate in two-in-one cooking and high efficiency extraction.
Refrigeration, laundry and dishwashing are also available, Brooks says, in many built-in integrated styles, perfect for streamlined kitchen cabinet design, and a wine cooling range includes space saving 15cm and 30cm under counter models.
“We offer a generous quality guarantee upon its cooking, cooling and cleaning appliances – five-year parts and two-years labour – and this is supported with a dedicated UK-based aftersales care package for complete peace of mind.”
The Prima kitchen sink and tap category is well catered for too with a large range of stainless steel, granite and ceramic sinks, including undermount and compact styles, which all come with a lifetime guarantee. Kitchen brassware comes with a warranty ranging from five to 10 years dependent on style and includes both contemporary and classic designs, including sensibly priced 3-in-1
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hot taps, an Italian designed tap range and a stylish coloured collection.
In addition to offering great products, Brooks says that Prima customers are supported by a first-class distribution service through PJH, with benefits such as next day delivery, online ordering and account management via the PJH Partners Portal, as well as its much lauded ‘Customer’s First Choice’ service. By partnering with Prima, merchants can take advantage of these benefits and also add further value to their customers with a hassle-free buying experience, which can also go a long way in building customer loyalty and generating repeat business.
“We believe that offering value brands is as much a smart choice for the merchant as it is for the end-customer, especially as budgets get ever tighter and customers become more discerning. By offering a range of options that cater to different price points, merchants can help their customers find the best value for their money and terms like ‘budget’ and ‘value’ are no longer synonymous with what used to be called ‘cheap’,” Brooks says. “In fact, with brands like Prima, merchants can be assured of high-quality products, competitively priced, that have consumer- appeal both in features, style, quality, and design and not just price. Our success in the market shows that offering value-for-money products is a smart choice bringing better margins to merchants while providing the customer with the quality they deserve.” BMJ
www.buildersmerchantsjournal.net May 2023
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