ANALYSIS: PREMIUM SDA Home Appliances


TOWER CeraGlide T22030GLD Steam Generator Iron.


and communicate benefits quickly. “When staff understand and believe in the product, customer engagement and sales improve,” Ms Evans shares.


And last but not least, Miele has expanded


its premium SDA portfolio with the new Miele Guard bagged vacuum cleaner range, combining the brand’s legendary build quality with enhanced comfort and hygiene features. “We’re proud of our new generation of Miele


26 Another new launch is the Tower Vortx 11


Litre Dual Layer Air Fryer, which offers a space- saving vertical design reducing countertop use by 35 per cent. “It’s perfect for compact kitchens but delivers large-capacity performance,” Ms Evans says. The dual-stack baskets can cook four food types simultaneously using rapid air circulation technology that cuts oil use by 99 per cent. Seven preset cooking functions, plus Match Cook and Smart Finish modes, add convenience and precision. Ms Evans shares that the Tower brand will soon introduce the Tower Slushie Fusion 2.6L Frozen Drinks Station, which uses Chill-Core Technology to create frozen drinks without ice or blades. “Ideal for families or entertaining,” she continues, “it produces smooth, consistent slushies, cocktails, frappes, milkshakes, and frozen juices with five one-touch presets.” Dishwasher-safe parts and a 12-hour freezing hold feature make it easy to use. RKW takes a unique stance in the premium market. “We’re redefining value by combining smart design and advanced features at accessible price points,” Ms Evans says. “This allows retailers to remain competitive while growing margins. “We know consumers want intuitive, multi-functional appliances that simplify life. Space-saving designs and one-touch solutions are in high demand, and can be found on a number of the products in our offering.” RKW understands the power of the silent salesperson, clear packaging and messaging. It offers POS materials, which stand out


Guard vacuums,” says Helen Pyman, Marketing Director for Miele GB. “They offer improved usability and exceptional filtration, capturing 99.99 per cent of fine dust, making them ideal for allergy sufferers.” The Guard range uses HyClean Pure bags made from 80 per cent recycled materials and includes 13 models, from the compact S1 for quick clean-ups to the L1, which features WiFi connectivity, automatic floor detection, and app integration. Contemporary colour options include Nordic Blue, Terra Red, and Titanium Pearl, complemented by HEPA filtration and intuitive controls.


“These vacuums are engineered for 20 years of use, reflecting Miele’s commitment to durability and performance,” Ms Pyman says. “Guard complements our cordless DuoFlex and


Triflex models, offering a full range of cleaning solutions.” On Miele’s position in the premium market, she adds: “Our reputation is built on trust. Customers invest in quality appliances designed to perform reliably for years. With sustainability and long-term value increasingly important, this approach resonates strongly.” Miele sees growing consumer interest in multifunctional, connected, and design- led appliances—where such features add real benefit. “Demand is rising for wet and dry vacuums, minimalist designs with smart storage, and connectivity that adds value, like personalised profiles in coffee machines or remote control for robotic vacuums,” Ms Pyman notes. “Consumers want technology that fits their lives, not just their homes. They can tell the difference between useful innovation and gimmicks.” For retail success, experience-based


merchandising is crucial. “Let customers see, hear, and feel the difference,” she concludes. “Whether it’s the quiet power of a vacuum or the aroma of a coffee machine, live demos bring the product’s value to life. Accessory displays tell the full story, and knowledgeable staff can turn interest into lasting loyalty.”


June 2025 ertonline.co.uk


Miele Guard L1 AllFloor.


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