INTERVIEW: HADEN Home Appliances
The Dorchester collection in Sage Green.
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‘A quintessentially British brand’
While people moved away from buying irons
and other clothing accessories, it appears they spent their money instead on high quality kettles and toasters. One brand that has experienced impressive
T
he SDA category has been enjoying a huge surge in recent years, with consumers choosing statement products for their homes as colour and design has been creeping closer to the top of the priority list for many.
As pointed out by GfK’s Nick Simon at the recent
ERT Turning Point Live Conference (coverage of which begins on page 14 of this issue), SDA has done “fantastically well” over the past couple of years and enjoyed the biggest pandemic boom of all the home electrical categories!
growth during this time is Haden. The British manufacturer, alongside its sister brands Sabichi and PIFCO, has continued to launch new product collections with a huge variety of features, functions and fabulous colours. Creative Director, Sachin Bagga, tells ERT how
important it has been to make the most of consumers investing more in their homes in recent years. “Haden is a quintessentially British brand,” he
says. “On acquiring the brand in 2016, we came across some fascinating and historic product and brand content. With a deep rooted history in Great Britain, we knew from day one that the brand relaunch and ethos would focus in on all things British – that is our classic colour palette, the styling of our products and above all, a higher than standard quality level with customer service to match.”
Indeed, Haden’s style is derived from the
world of interiors, quaint British market towns and “chocolate box villages”, Sachin explains. He takes inspiration from interior design, which so often is limited to fabrics and paints in the living room and dining room, and seeks to bring that element of design into the kitchen and onto the countertops. He goes on: “As a team we all found we spend
so much of our time relaxing in the kitchen, which has become more of a place to entertain with open plan kitchen/dining/living room; as a result we want to have the same element of style with our appliances that we would with, say, a piece of art or a cushion.” This is clearly evident with Haden’s
quintessentially British designs, such as the Highclere and Dorchester, both available in stunning matte colourways that create an interior design look on the kitchen counter whilst remaining performance rich and reliable domestic appliances.
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