NEWS
‘Despite many challenges, we have had a strong year’
T 10
he past year has seen a huge rise in home cooking and baking, with the SDA category enjoying high demand – especially during the lockdown periods. Last quarter 2020 sales figures for SDA and MDA were very strong, jumping 23 and 28 per cent respectively against 2019.
British manufacturer, Sabichi, alongside its sister brand Haden, has
experienced impressive growth as it has continued to launch new products throughout the pandemic. As Director of the company, Sachin Bagga, explained to ERT's Jack Cheeseman, it has been important to make the most of consumers investing more in their homes.
Q&A
Q: So how have things been? Sachin Bagga: Despite the many challenges posed by the pandemic, we have had a strong year. This is testament to the strength of our brands and our commitment to continue growing and launching fresh new product lines in this ever-changing market we find ourselves in. Both the Haden and Sabichi brands continue to increase in market share and we are looking forward to launching our newly acquired brand, PIFCO, later this year. Keeping lines of communication open with our customers has been vital
during this past year, along with increasing our stock holding to keep up with the huge demand the industry has seen in our product categories.
Q: Do you have any highlights from the year? SB: A major highlight for us has been launching a number of new lines in Haden, across both the SDA and MDA categories. The markets have reacted well to new designs and colour palettes in our SDA, as well to key lines launching in the MDA category. Another highlight has to be acquiring another heritage British brand –
PIFCO. With such a rich heritage and having produced a wide variety of home product categories over the years, we are very much looking forward to sharing new products and categories in PIFCO.
Q: Tell us more about your latest product launches and how these havebeen received by consumers. SB: We have continued to launch a number of new Haden lines in both SDA and MDA. A key launch this year is our Dorchester Kettle and Toaster collection. In the domestic appliance category the range of freestanding double ovens was a key launch, which means that we now have a complete range of freestanding single, twin and double electric cookers for the first time. With freestanding gas double ovens to follow later this year.
We’ve been very pleased with the reception and early interest shown in
these new products. We are pleased with how our new Dorchester range has been received and the strong demand we are seeing for it already. This range fuses modern tech with a quintessentially British feel.
Q: How has the SDA/MDA market sector fared more generally during the pandemic, do you think? SB: With the move to a hybrid workplace, it is fair to say we’ve seen growth in the home sector with more consumers investing in the place where they are spending the most amount of time. Demand has grown with our online partners, although this is tempered with the exceptionally tough times our bricks and mortar retail partners have had to cope with – we will continue to support them through this tough period.
Q: How do you think the market will evolve in 2021? SB: Although we’ve faced challenges we have seen strong growth this year in terms of numbers, as well as a growth in brand awareness and market share for both Sabichi and Haden. Certainly, the trend of spending more quality time at home is leading to a higher investment from the consumer for their home lines. We will continue to develop great product with an emphasis on style, functionality and great value for our retail partners and consumers alike.
The new Haden Dorchester Kettle and Toaster collection
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