April 2022 NEWS


Morphy Richards reveals new brand identity


Morphy Richards has unveiled a new brand identity and purpose called ‘Happiness Engineered’, which it said aims to reimagine its essence and what it means to consumers today. The redesign was born from a need to clarify the brand’s purpose, it said, as


it sought to build a customer-centric organisation with products inspired by insights about things that would make home life happier for consumers. The appliances company added it is focusing on balancing the technical and


creative roots of the business, as a nod to the personalities of Morphy Richards’s Founders – one Founder as the consumer-connected salesperson and the other a Technical Engineer. The company said the brand refresh began initially in 2019; its website and


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marketing collateral is now being updated, with current product stock being phased out and new packaging and brand positioning introduced “steadily”. Richard Ingham, Market Director at Morphy Richards, said the brand purpose required updating to “create clarity and make it more distinctive for consumers”…


Miele Group growing


‘considerably fast’


The Miele Group has reported sales of €4.84 billion worldwide in the 2021 business year, which is 7.5 per cent up on the previous year. The company said that Group has grown “considerably faster than the long-term average”, with the 25 newly inaugurated Miele brand stores, such as the Edinburgh store – which ERT visited at the end of last year, providing further “impetus” to its worldwide brand presence. Refrigeration, cooking and dishwashing were


highlighted as strong areas, despite the “bottlenecks” in the supply of semiconductors, it said. But in laundry, floorcare and coffee making, sales are “significantly higher” than the previous year. On the sustainability side, Miele said almost all


its washing machines meet the new ‘A’ energy efficiency rating, and, since last autumn, its dishwashers now come in this class. The company’s outlook for the rest of the year,


however, is dominated by the political and economic repercussions of the war in Ukraine. It said it is protecting its Ukrainian employees and their families, and has also suspended the supply of appliances to Russia “above and beyond EU sanctions”.


“We chose to reconnect the brand with its Founders in a modern and relevant


way to appeal to customers and provide an offering for retailers that stands out from the crowd. “We work hard to create products built to last that bring authentic, thoughtful,


well-made simplicity to life – and now have a brand identity that proudly communicates that.”


Brands celebrate big birthdays


Italian appliance manufacturer, Bertazzoni, is this year celebrating 140 years of business. Founded in Guastalla in 1882, the brand today employs around 240 people and operates in more than 60 markets around the world. It covers various appliance categories – including cooking,


cooling and dishwashing – and produces more than 200,000 products each year. Nicola Bertazzoni, COO at Bertazzoni, said it is a


business built on the solid foundations of “love and passion”… “We have an overwhelming desire to bring families together to share the joy of cooking and delicious food. “This is a landmark year for us and we plan to


prolong the celebrations throughout the duration of 2022 with a number of events, announcements and innovations to be revealed.”


60 years of analogue audio Elsewhere, Japanese transducer manufacturer, Audio- Technica, is celebrating 60 years since its founder, Hideo Matsushita, established the business and launched the AT-1 cartridge. The company began producing headphones in


1974 and microphones in 1978. Kazuo Matsushita, son of Hideo, became President of the company in


1993 and the business expanded across the world, developing iconic products such as the modern VM series of cartridges, the ATH-M50x headphones and the AT2020 microphone. Now, 60 years on, Audio-Technica celebrates its


anniversary by reaffirming its commitment to analogue. Speaking about the occasion, Kazuo Matsushita said: “It is an honour to provide a quality audio experience to millions of people throughout the world. What begins as a simple vibration, a subtle movement, results in an emotional connection – whether that be when listening deeply to an album or sharing your voice with the world.”


ertonline.co.uk


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