Home Appliances Q&A: HADEN


August 2023 ertonline.co.uk


Embracing innovation and trends: Haden’s vision for the small electricals market From elegantly crafted electric kettles to sleek and chic toasters, Haden


products are designed to be statement pieces in any kitchen. Creative Director, Sachin Bagga, tells ERT what’s coming up before the end of the year…


new product collections with a huge variety of features and functions. Creative Director, Sachin Bagga, explains


T Q&A


Q: Do you have any new introductions coming soon? SB: The last year has been a productive and exciting time for us. Across each of our brands we have introduced new products, all true to each brand’s DNA and aligned with consumer trends and demands. With Haden, we are introducing


to ERT about the brand’s strong focus on design and how it stays ahead of trends in the electrical goods industry. “Our latest products, such as the Bristol and


Starbeck collections, embody the perfect blend of quintessentially British style and functionality,” he says. “Each product in the Haden range is carefully curated as well as essential household tools. From elegantly crafted electric kettles to sleek and chic toasters and matching microwaves, Haden products are designed to be statement pieces in any kitchen.”


he SDA category has been enjoying a huge surge in recent years, and British manufacturer, Haden, alongside the Sabichi and PIFCO brands, has continued to launch


the new Starbeck range of kettles and toasters, featuring a stunning matte and gloss textured mix. Our Haden Putty colour, introduced in 2019, has become synonymous with our brand, and we’ve extended this range further, including an everyday 6L Air Fryer. Sabichi & PIFCO will also showcase new lines within their core categories.


Q: How do you think the SDA market sector will fare in the all-important upcoming ‘golden quarter’? SB: While this quarter presents specific commercial challenges, we believe the SDA market will thrive. There is typically a surge in demand for premium and innovative SDA products during this time, as consumers spend more time at home during this period. We anticipate that our products will resonate well with customers looking to elevate their homes. Additionally, the gift-giving culture during this period makes our products sought- after presents, especially those with stylish aesthetics and advanced functionalities.


Q: What are your plans for your brand during this time also? SB: During this critical period, we will adopt an agile pricing strategy to navigate intensified competition and supply chain disruptions. We will enhance our marketing efforts with digital


and social media campaigns to reach a wider audience and showcase our latest product lines. Additionally, we will continue growing our “A Cuppa With...” series on the Haden Instagram, where we spend time with fascinating artisans and celebrities, having a cup of tea and sharing snippets about their lives. Strengthening customer support and after-sales services is also a priority for us, ensuring prompt assistance and customer satisfaction.


Q: How do you see your brand’s position in this developing marketplace? SB: We have carved a distinctive niche in the market, standing out with a strong emphasis on design and trend at an affordable price point. Through unwavering dedication to quality and a customer-centric approach, we have earnt the trust and loyalty of our valued consumers. This has positioned us as a go-to brand for those seeking premium SDA items that function flawlessly and add style to their homes. While our competitors are notable, our commitment to exceeding expectations and anticipating customer needs – both from a functional and aesthetic perspective – sets us apart.


Q: How can retailers most effectively showcase products like yours in-store? SB: We work closely with our retail partners to create synergies that enhance our brand’s visibility across multiple distribution channels in the UK, but also on a European and international level. We can provide retailers with eye-catching displays that highlight our sleek designs and innovative features; digital displays and videos add an immersive element to the shopping experience, reinforcing the key selling points of our products. By aligning our efforts with retailers, we ensure that customers deeply connect with our brand, leading to higher conversion and lasting brand loyalty.


Haden’s new Air Fryer and the new Bristol collection 27


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