July/August 2022
ertonline.co.uk
Wine tastings! A new show feature which proved super-popular were the Exclusively wine tastings with celebrity wine pundit, Olly Smith. There were two sessions, and both were fully booked with great feedback! Taking both numbers and content together, I’m not surprised that Exclusively had already had record re-bookings for 2023 before the show had even ended! In fact, well over a third of the hall is already re-booked.
The Exclusively team puts a huge amount of effort behind all the initiatives, as do the exhibitors and visitors. It all just reinforces what the housewares industry does best, which is engage with customers, meeting face-to-face and networking with peers. Products after all have considerable design-led attributes and are tactile – so
being able to handle products is key to building a range. From this practical sales point of view, all the key retailers came to Exclusively 2022, including independents and international buyer visitors – which were 25 per cent up on the last show prior to the pandemic and were a truly global mix from Europe to South Africa and beyond. With 130 exhibitors and 300 brands on show, Exclusively really is the perfect opportunity to see the latest product, talk to suppliers and gather all manner of content and market intelligence. It is a real must for kitchenware buyers.
Exhibitor feedback
RKW We were incredibly pleased with the turnout at both our RKW and Tower stands this year. It’s always the people we meet which make our shows special and this year was no exception. New SDA reveals from the brand were huge hits at the show this year.
Bluestem Group We saw a lot of interest for our Igenix Connected SMART Living range of air treatment and heating products that we featured at the Exclusively Show. This linked in with the Phygital trend identified by Scarlet Opus. Meanwhile, the Ariete Vintage range always draws attention on display and this year’s show was no exception.
Swan Products
The Brand Showcase played host to literally hundreds of media visitors and influencers and included a very well-attended product launch by Swan, working with top ‘cleanfluencer’ Lynsey Crombie, the ‘Queen of Clean’. The trend of influencers collaborating with suppliers to drive sales for brands is increasing, with many suppliers now generating lucrative income directly from social media channels, such as Instagram.
Swan had a very special launch at Exclusively this year – the Swan x Lynsey Queen of Clean range, including the Handheld Steam Cleaner, the Handheld Carpet Cleaner and the Hyper Plush Lightweight Cordless Vacuum, all coming in matching pink! “We wanted these products to jump out at people and be really trendy,” the Queen of Clean herself, Lynsey Crombie (pictured above), told ERT’s Jack Cheeseman when they sat down together at the show. “No one likes cleaning, let’s be honest. I do, but I’m in the minority! So I’m all about making it more fun!
“The two steam cleaners are extremely versatile, killing 99.9 per cent of bacteria and mould and combatting grease. People think that you just steam the floors, but you can do so much more – you can steam the mattress, the sofa or the oven, almost anything in your house! Even stains on carpets will lift right out, while some other steamers just move dirt around the floor.”
Size matters
Ms Crombie said that the biggest issue her followers have with carpet cleaners is finding the space to store them; but with the new Swan product it is compact enough to fit inside a kitchen cupboard yet still with the same power of a normal full-size cleaner for use all around the house and even in the car. “And the packaging is just so eye-catching as well,” she continued. “If you put that box in any retailer, it will certainly attract attention without a doubt. Some floorcare products can look rather boring but our new range will instantly appeal to more people, possibly more women, which hasn’t really been done before.
“I think we’re onto a winner here! And we have really hit the ground running since product became available this Summer.” When asked about plans for the future with Swan, Ms Crombie simply replied: “We’ve got lots of ideas in the pipeline to take things forward.” Ms Crombie has been a cleaning blogger and social media influencer for nearly 10 years, yet she admitted her position still feels “very surreal”; she has launched four books, multiple product ranges and even has a regular presenting slot of TV’s This Morning.
“I’m very passionate about cleaning and always have been. I think that’s
why I stand out from other cleaning influencers and why this Swan x Lynsey Queen of Clean range will be popular with a lot of people.”
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