ANALYSIS: BUILT-IN Home Appliances
January 2024
ertonline.co.uk
Built-in appliances ‘are a perfect fit for smaller kitchens’
The built-in sector is booming and continues to experience market growth. Glen Dimplex Home Appliances’ Sarah Whitfield, Product Manager, tells ERT why this is happening and how its appliances fit into your consumer’s needs.
42 W
ith the built-in sector enjoying a boom and market growth predicted to
continue in
the coming years, Sarah Whitfield, Product Manager
at Glen Dimplex Home Appliances, parent company of Stoves and Belling, looks at what makes built-in appliances so popular and the benefits they offer. She explains that there are many reasons why consumers choose built-in appliances: from design and looks, through to maximizing available space and the wider availability of technology on these products. Ms Whitfield says: “In the UK especially, with space at a premium and kitchens shrinking to an average of just 13 sq m, built-in appliances, especially ovens, are a perfect fit for smaller kitchens. They help to free up valuable floor and countertop space, and can be safer for younger members of the family because they are out of reach and are easier to manage for older users who don’t need to bend down to put food in and out of the oven.
“After all, the kitchen is the heart of the home and, over the last few years, with people spending much more time in their
homes, it has often had to become even more multifunctional, doubling as an office, play area or even housing small cottage businesses.” She comments that part of the appeal of built-in products is the ability to incorporate a bank or tower of complementary appliances, supporting the need to maximise space whilst maintaining a visually appealing look to your consumers kitchens. “And, of course, built-in appliances – including
built-under ovens – tend to offer more innovative features and technology, with manufacturers finding ways to add more functionality without increasing the size,” says Ms Whitfield. “All the ovens in our Belling ComfortCook collection are multifunctional, providing a wide selection of heating methods and features, from a pizza setting to slow cook for the Sunday roast, bread proving to defrost function, allowing cooks of all levels to unleash their creativity,” says Ms Whitfield “One of our best-selling models within the ComfortCook range is the BI603MFPY 60 cm oven, which offers pyrolytic self-cleaning. This amazing time saving function heats the oven to 400 degrees Celsius, to burn away hardened grease and turn it into ash, removing the need to use harsh cleaning chemicals. Other models within the collection also include catalytic liners which absorb food and grease while cooking and break it down while you are cooking.” Ms Whitfield explains that the increase in working from home and the cost-of-living crisis helped to reignite a love of cooking for many consumers, with many starting to cook from scratch to be healthier and to manage costs. Homeowners are therefore looking for
reliability and consistency to ensure their cooking labours deliver tasty results.
important
She explains: “Feeding into that is another feature
of our ComfortCook
collection – the Equiflow fan technology, which makes ‘middle shelf cooking’ a thing of the past by spreading the heat around the whole oven effectively so the results are the same whichever shelf you use.
“Especially important in open plan living households, or those where the kitchen doubles as a work space or social area, is noise. As a result, we have introduced triple and quadruple glazing on the doors of our ComfortCook ovens to ensure silent operation even when the fan is being used. She adds: “Clearly most kitchen specialists have design software on hand to support their customers, whereas electrical retailers are often just selling the appliances themselves. So, if a customer can go into an electrical showroom and see a built-in appliance in situ, it gives them the confidence to visualize the appliance in their own space and make the purchase, and puts the retailer in the driving seat.”
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