November 2021 ertonline.co.uk


Comments Gary Sharp, Group SDA Sales Director at RKW…


The golden quarter is our busiest time of year, with November being our biggest month due to demand for new stock coming into the Black Friday and pre-Christmas sales period. We are heavily investing in campaigns for our Tower Xpress Air Fryer range this quarter, which should give the brand a great push. With Tower now heralded as the favourite


consumer brand for air frying in the UK, we are expecting good sales in this category. Air fryers have seen a surge in commercial and cultural interest over the past year – they will certainly be a popular choice for gifting and own use. Our Xpress Pro Combo 10-in-1 Digital Air Fryer


Oven from Tower was released this month. A follow-up to our best-selling 5-in-1 Rotisserie model, the 10-in-1 upgrades the air frying experience with new accessories and comprehensive in-pack content including a printed recipe book. It’s expected to be a big hit with consumers over Christmas.


Meanwhile, coordinated kettles, toasters and


matching housewares sets are becoming increasingly in demand for Christmas gift buys, while Tower collections have been developed with the latest trend data to create the most desirable colours and designs for this season.


There is definitely a huge amount of personal


purchases around this time, and cooking appliances such as air fryers, slow cookers and buffet servers will likely see an increase in household purchases for feeding and entertaining family and guests over the festive period.


According to Smeg UK’s Head of Marketing, John Davies…


We expect sales to continue strongly across the SDA sector with demand growing for premium appliances, despite already having much growth in this area already during 2020 and early this year. Coffee is definitely having it’s moment right


now! So coffee machines and grinders will always be a popular choice for the at-home barista. We’re also a nation of tea drinkers so our breakfast set will continue its popularity, along with the introduction of our new hand mixer last month – this all-new 1950’s retro-style hand mixer will hopefully become a must-have in any budding baker’s repertoire! The mixer’s compact design is the ultimate


model for those with limited kitchen space, yet it offers all the features you need to whip cream, mix up batters and small batches of dough. It


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packs a number of exciting features with three attachments included – wire whisks, beaters and dough hooks. We are really proud of this neat little gadget! We’ve also recently launched a new bean-to-


cup coffee machine with a new brushed aluminium aesthetic and in a new taupe colourway and matte finish (also available in black, red and white) – whilst resembling the 50s style curves that Smeg is famous for. In fact, it scooped a 2021 Good Design Award! The BCC02 creates the ultimate home barista


experience, offering an array of coffee styles and grinding levels for ristretto coffee, espresso, americano as well as hot water and more; frothy milk can also be produced at the touch of a button.


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