RANGE REVIEW: HOUSEWARES & GIFTS ORGANISED LIVING FROM WHAT MORE
What More UK is a leading manufacturer and distributor based in the North West of England, established in 1999. The company has grown from strength to strength, becoming the UK’s largest manufacturer of plastic housewares; specialising in injection moulded plastics and pressed steel cookware, the company ethos is to deliver quality and assurance in every product.
keep supply chains and availability close to home, whilst manufactured under one roof, What More UK believes in building trust with its customers, proving a reliable service in challenging times. Assuring quality and dependability, that affirms the values of the ‘Made in Britain’ mark. What More UK asks; “Why
T
he complete housewares range portfolio includes kitchen accessories, b a ke w a r e / cookware, food
storage and prep, storage solutions, laundry and utility accessories, gardening and cleaning products. All ranges are produced under the household recognised brand ‘Wham’, and also offer a growing range of own label products, bespoke and tailored to each of their customers’ requirements and needs. The Wham brand is all about
‘Organised Living’, the latest ranges capture the market’s trends and target audience through practical design without compromising on style. Their driving focus being on trend products and colours to complement the home lifestyle and strive to achieve all of this at affordable prices. Led by developments in recycled plastic and by consumer demand, the company’s latest products are heavily eco-friendly influenced, re-using single-use and post-industrial plastic waste to make aesthetic and practical houseware solutions for every room throughout the home and workplace.
Spike in demand
Over the past 18 months, What More UK has seen a significant spike in the customer and consumer’s appetite for British made products. The housewares manufacturer is not only very proud to produce quality products for the British home, but for also being an influential lead in the global market. Promoting sustainability is key, which presently is proving to be volatile. Striving to
22 DIY WEEK DECEMBER 2021
go elsewhere when we have all the solutions and opportunities manufactured here on your doorstep, all of which are competitively priced.” Most recently, What More UK showcased its latest product offerings at Exclusively Housewares 2021, its first exhibition on UK soil. “From setting up of the stand,
to meeting up with fellow industry colleagues, the overall excitement to be finally able to showcase products, ranges and concepts previously presented via virtual meetings was fantastic. The atmosphere was thrilling and so wonderful to be part of. Months of concept and trend developments finally came to fruition under the stand limelight, displayed in lifestyle settings, which proved to be a great success with buyers, influencers, and marketeers all enjoying the “freedom” and chance to
see something new, something different.
“The show exceeded all expectations and gave us the opportunity to represent UK Manufacturing at its best. To hear comments throughout such as “wow really, they are fully recycled” and “amazing, looks so strong” to “we really cannot decide which is our favourite, you have given us so much choice” just makes you feel so unbelievably proud and fuels the appetite to keep pushing the boundaries by exceeding expectations show on show, year on year,“ said Katie Whitehead, Business Development Manager at What More.
Showcased Ranges Wham: Leading the market for recycled in colour across a variety of products all of which promoted home organisation.
Studio Baskets: Multi-purpose baskets (new ranges including Studio Etched and Studio Kitchen & Food Prep).
Opaque Storage: Catapulted by consumer demand and influence for discreet storage presenting fully opaque storage that we can then personalise with labels and images to describe the content. Colour market trends: With over 12 colour trend boards within our portfolio we now track trends 2 years ahead straight from the catwalk and into our homes. Upcycled home: Upcycled 100% eco- friendly recycled and 100% recyclable the full sustainable story across kitchen/utility and storage – telling the story from shelf position. Wham Pantry: Food storage and preparation which endorses the reduction of using food packaging within the home through pantry/ shelving/pull out drawers and fridge organisation with reusable plastic solutions.
Wham Bakeware: A menu of award- winning performance, bakeware that can be tailored to your every need. Choose your style and shape, pick your material gauge, opt for your personal trend colour then celebrate
the home cooking phenomena that has seen over the last 18 months the average household cooks turn into home professional connoisseur chefs, or so the family thinks so. Flash, No.1 cleaning brand – Photo opportunity on the kitchen floor catwalk, drew in the crowds to take a selfie whilst demonstrating our extended flash ranges covering, mops, brooms, cleaning clothes and dustpan & brush. Making cleaning fun and hassle free with this high- performance cleaning range.
Investing in the future What More UK will continue to invest in the future, not only operationally but through product development, creating intrigue, excitement, and business
development to drive
incremental sales to all our valued customers.
“When you consider the most
difficult and challenging months, coming up to two years we have increased our investment to record levels to meet these new demands, but now we aim to exceed,” concludes Katie Whitehead Looking to future investments, an injection of £20 million is planned to fund an expansion of the firm’s manufacturing site, which will see the firm grow its factory space by 200,000 square feet ensuring that the future of What More UK is strong.
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