July/August 2025 ertonline.co.uk


every need. Freestanding and built in cooking includes 50cm and 60cm single cavity, twin cavity and ceramic double ovens, along with a choice of built in single ovens in white or stainless steel. The laundry range completes the line up with a new, highly competitive A rated 7kg 1200 spin model set to be launched later this year.


“Our appliances are built for the day to day,” says Neil. “They are easy to understand, simple to use, and ready to perform.”


Retailers at the centre Haden’s strengthened MDA offer comes at a time when retailers are actively seeking dependable alternatives in core white goods. The brand already performs well across SDA, and the trust built in that space is now extending naturally into larger appliances. “This time of year always brings renewed


interest in home essentials,” says Neil. “From students preparing for university to families upgrading their homes, the demand is there for well-priced products that can be delivered quickly. Haden meets that moment with a thoughtful, trade-ready range.” Behind the scenes, Haden benefits from the operational strength of Sabichi Homewares, with over three decades of experience in distribution, product development and retailer partnerships. This means consistent stock availability, range clarity and tailored support across independent stores, buying groups and key accounts. “We are building on a strong foundation,” adds Sam Bagga, CEO of Sabichi Homewares. “Our growth in MDA is strategic. We are not trying to be everywhere at once. We are choosing the right products, at the right time, with the right message for our retail partners.”


Built for today’s homes The MDA range reflects the same values that have made Haden successful in small


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appliances. It is accessible, user-friendly and designed to fit into a wide variety of UK homes. Neutral colourways, classic form factors and easy-to-use features make it an appealing choice for everyday customers. Whether it is an under-counter fridge for a


rental flat or a freestanding cooker for a family kitchen, the emphasis is always on function, reliability and value. “We know how people use their kitchens,” says Neil. “Everything in the range has been selected with that in mind. We are not following trends. We are focusing on what works.”


Looking ahead


Haden will continue expanding its MDA range through the rest of the year, with a number of additions in refrigeration and dishwashing to support seasonal demand. New models will


reflect ongoing retailer feedback and stay true to the brand’s practical, commercially focused outlook. For retailers looking to offer a well-rounded kitchen offer, Haden provides the flexibility to mix SDA, MDA and cookware in a way that supports in-store storytelling and drives consistent footfall. “We are proud of what we are building,” says Sam. “Our latest catalogue is available now and showcases the full MDA selection alongside our broader product ranges. It is a great time to explore how far the Haden brand can go.”


Scan to view Haden MDA range


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