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ANALYSIS: PREMIUM SDA Home Appliances


“We always kick the year off with a host of


innovation,” comments Gary Sharp, Group SDA Sales Director at RKW, “whether it’s our flagship own brand Tower with our new Cavaletto or Empire co-ordinated SDA and housewares collections, or pure product innovation like our Digital Air Fryer Oven.” This model uses Vortex rapid air circulation


technology, which not only reduces the time taken to fry but also the large family-sized oven means there is an extra 75 per cent cooking capacity. The added function of a rotisserie also makes it ideal for cooking delicious, crisp, juicy chicken. RWK has a 30-plus year pedigree in


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developing and distributing top brands and products. The company recently acquired the award-winning online retail brand, Andrew James, and signed new distribution agreements with SMEG and The Funky Appliance Company.


Beautifully British When it comes to breakfast time at home, some consumers like to treat themselves to retro- designed appliances – a theme that has become incredibly popular in homes in the past year or so. The new vintage inspired Highclere collection from Haden, for example, offers flair that combines a timeless feel with sophisticated features. “These quintessentially British kettles and


toasters are influenced by stately homes of the past,” says Sachin Bagga, Director of the Haden brand, which celebrated its 60-year anniversary last year. “We have brought the classic stove top design into the modern day using colour and texture. The Highclere 1.5 litre electric stainless steel kettle and matching four-slice toaster add a statement and an elegant touch of colour to any kitchen.” Elsewhere, for the first time in its history,


Rangemaster has branched out into small appliances with the launch of its new Breakfast Collection. The range includes a kettle and two- and four-slice toaster available in black and cream with stylish stainless steel and chrome effect trims. The classic 1.7 litre capacity Breakfast Kettle


features a cordless 360-degree swivel base, boil- dry protection and 3kW fast boil. Meanwhile, the co-ordinating Breakfast Toaster has a handy lift- and-look function.


The four-slice toaster from Rangemaster’s new Breakfast Collection


July/August 2020 ertonline.co.uk


Says Iskender Diker, Director of Sales and Marketing


for Rangemaster appliances: “We are building on almost 200 years of knowledge and utilising our expertise to expand into this new category. The SDA Breakfast Collection is designed to complement our large appliances in co-ordinating black and cream colours, providing an opportunity for consumers to accessorise both new and existing appliances. “As an established British brand, Rangemaster


knows the importance of listening to customers’ feedback and requirements, which will allow us to introduce further collections to satisfy growing customer demand. Our objective is to continue delivering expertly crafted products that will stand the test of time, while also investing in exciting new technologies that could revolutionise the nation’s cooking experience.”


Luxury looks There is no doubt that consumer demand has taken an interesting turn this year with the unique circumstances surrounding lockdown in the UK, and, indeed, the rest of the world. Mr Sharp reports that RKW has been inundated


with requests not only for air fryers but also bread makers and cleaning products. Earlier this year, the Tower brand made the move into floorcare with a collection of corded and cordless appliances, especially relevant for consumers looking for a hygienic deep clean throughout the home. From cordless cleaning to crafting


cappuccinos, a coffee machine in the home is not a commodity product; consumers in this market are aspirational and, as such, they look for premium finishes, features and functions.


Rangemaster’s new Breakfast Collection Kettle Adds Jura’s Mr Green: “Our chrome finishes


are always extremely popular. Last year we launched our ENA range with an all-machined aluminium body for the consumer which oozes luxury finish, as are the several options for customising and personalising drinks. “Jura is all about premium, premium, premium.


Our position globally is due to constant innovation and development of new lines and technologies that make our machines leaders in the market.” While luxury looks can turn heads on the shop


shelf, ease of use and convenience is another unique selling point and the presentation of a product in a retail environment is essential. “We believe in retail and actively want to


promote our products in the high street and retail park environments,” continues Mr Green. “We have a range of display options, from a simple two machine branded stand all the way to full shop- in-shop experiences customised to the retailer.” This year sees the launch of the Premium Point


of Sale system from Jura in two locations in the UK. These POS units have everything required for a successful product demonstration, including cups, glassware and all maintenance accessories as well as a connected tablet for machine navigation. There is even a virtual assistant to guide consumers through the purchase to close the sale.


Rangemaster’s new Breakfast Collection Kettle


Jura’s ENA 8 coffee machine


The Digital Air Fryer Oven from Tower


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