June 2024 ertonline.co.uk Cello’s stand at the Exclusively Show 2024. Haden’s Bristol group in sage.


Say hello to CelSay hello to Cellolo


Mr Lux states that there has been an encouraging start to 2024 for the SDA market, with ongoing strong interest from existing retail customers and new customers who had their first orders delivered.


It has found in its home country of Germany, and in markets around the world, that grouping products by brand in-store works effectively. It will also work with retailers to create bespoke banners to highlight its range in-store, which it also says works well.


Top-tier products Alternatively, Sabichi encourages you all to stay turned because it has several exciting new product launches on the horizon! It says it is proud to maintain a strong position in the premium market, offering top-tier products that combine cutting-edge technology with high quality and timeless design. Sachin Bagga, Director at Sabichi, says: “The SDA market is rapidly evolving, with a significant focus on smart technology and energy efficiency. Product designs are increasingly user-centric, prioritising convenience and sleek aesthetics to enhance the overall consumer experience.”


The company also adds that by highlighting key features and benefits, offering hands-on experiences, and providing comprehensive product information can help to engage customers and enhance their understanding and appreciation of its products. Alternatively, Morphy Richards was back with a bang as it unveiled its new Cassini Collection at this year’s Exclusively Show. (You can read more about the range and also Cello’s brand new SDAs (right) on pages 10-12.) The company says this new collection highlights its commitment to quality and innovation, featuring a distinctive modern hex pattern that flows seamlessly across each appliance, and also adds a touch of sophisticated style to any kitchen. Morphy’s range consists of three appliances: a 1.7 litre kettle, a four-slice toaster and a microwave. The kettle features a rapid boil function and a carefully designed waterspout, while its toaster offers variable width slots, variable browning controls and a high-lift feature for easy retrieval of smaller slices. Its microwave boasts advanced cooking functions and intuitive controls for simple meal preparation.


Cello, known for its British-made TVs and new to the SDA market, has launched its Overture range, which is available in three colours: ash black, stone white, and sage green. James Rourke, Head of Sales and


Sourcing at Cello, says: “We sit squarely in the affordable, accessible side of premium – premium experience, superior product, but underpinned with accessible pricing. “Consumer behaviour in the UK and Ireland has changed dramatically over the last few years; with 45 per cent of consumers cooking more frequently, kitchen proficiency has increased, but with a 1.2 per cent decrease in real household disposable income the challenge is how to encourage spending.” He explains the brand hopes to encourage spending by building a connection with the consumer and by listening to them directly. Included in its range is its Cello-BA921, a


One Touch Sparkling Drinks and Soda Maker – which comes with a CO2 cylinder as standard. It also offers its AF901 two-in-one air fryer and home oven, AF2599T four litre air fryer with integrated food thermometer, KE185 touch panel digital kettle with variable temperature, and TR185/TR186 touch panel digital toaster with toast countdown – available with two or four slice options.


Adds Mr Rourke: “The Overture collection marks a dramatic introduction into retail – a carefully curated range of six unique appliances presented in three on-trend yet timeless colourways, each with a clearly defined purpose and benefit to the user.”


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Morphy Richards’ Cassini Collection in Glacier Grey.


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