March 2022
ertonline.co.uk
Above: The Bristol collection in Putty. Above right: The Heritage collection in Turquoise. Q&A
Q: How important is this ethos behind your brand? Sachin Bagga: It is an authentic aspect of our brand heritage. It gives us a unique positioning as one of the original kettle makers. This aspect of Haden does definitely look to our history, whilst also looking to the future with contemporary product which remains relevant for the modern day consumer. It’s a fusion of old meets new, culminating with a stunning- looking kitchen countertop.
Q: What SDA features or elements would you say are most on-trend right now? SB: As a brand we are synonymous with electric kettles. As such, it would be no surprise to say that our kettles and matching toasters are our number one selling products. With a continued rise in tea drinking as well as herbal teas, the temperature controlled kettles are proving hugely popular. This added feature paired with serene and balanced colourways is popular amongst our Haden customers.
Q: Where do you see trends going next? And what might we expect from Haden in the coming year?
SB: The trend to entertain and spend more time at home is definitely one to stay. We can see our customers are buying into more trend-led product to create stunning living and cooking spaces, as well as increasing the amount of cooking and entertainment at home. To give our customers what they want, we are
creating more kitchen appliances, this time we are creating them the Haden way – in a truly classic style. You will see in the future stunning coloured kitchen appliances, tying in with our key Haden breakfast ranges and created to a high specification. In the coming year we will also be launching
our new PIFCO branded range of products! Having acquired the brand from Spectrum in October 2020, we will be launching, amongst others, exclusive ranges of floorcare, sleep well products and personal care – all categories which PIFCO has a rich history in.
Q: Tell us more about some of your latest products and how have these have been received by consumers. SB: We have continued to launch a number of new Haden lines in both SDA and MDA. A key one last year was our Dorchester Kettle and Toaster collection, and we’ve been very
pleased with how it has been received and the strong demand we have seen for it. This range fuses modern tech with a quintessentially British style.
Q: There have been a lot of industry-wide issues “behind the scenes” lately with, for example, the supply chain. How would you say Haden has been impacted? SB: The challenges from a supply chain perspective have certainly been tough. However, with the support of our customers and key partners we have been able to keep supply consistent so retailers have product to sell.
Q: And what are your hopes and plans for the year ahead? SB: We are launching some fantastic product in the year ahead! With new breakfast ranges launching globally and kitchen appliance launches in the UK, there will be fabulous product for our retail partners to choose from. Aside from product, we are looking forward to
touching base with our partners at the Exclusively Housewares Show, which returns to the Business Design Centre in London on 14-15 June! And of course all are welcome anytime to our showrooms in West London.
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The Dorchester collection in Chrome.
Black & Copper Espresso Pump Coffee Machine. The Devon collection in Cream.
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