Brand Focus CELLO
October 2025
ertonline.co.uk
I believe that this product, this category, it complements us by being able to offer a wide range of reliable, well-designed products that enhance the home experience, and the diversification strengthens our brand presence and awareness of our brand in the market. We’re really pleased with the progress. It’s an exciting opportunity for us for future growth.
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Q - Do you have any new launches or innovations in this space that you’d like to highlight? What can you can sort of customers expect in the near future from you in that area? SP: Small appliances have become like an extension of your kitchen decor. Form and function have been equally important to us, and I know that our SDA guy really wanted me to mention that we’re very pleased with our flagship Overture range, because it recently was nominated for Product of the Year at an industry awards, and that’s nominated by retail buyers. So that feels particularly special. In the near future, I think compact ovens and multi- function cooking will become very popular. Perhaps you’re going to see something like that from us, but nothing fixed at the moment.
Q - More brands are now moving toward direct-to-consumer sales. How important is D2C to your strategy, and how do you balance it with supporting your independent retail partners? SP: Our D2C channel has grown, but core business has always been B2B. And I believe that will continue to be the case. Independent retailers are very important to us and our business. That would be our priority to make
sure that we’re doing anything that helps them, and that we’re doing it right.
Q - Beyond TVs, you’ve been moving into other product categories, such as small kitchen appliances, how is that side of your business been performing, and how does it kind of complement your core TV range? SP: Yeah, well, we’re really pleased with it. The response from customers has been strong.
Q - And after the popularity of air fryers. Do you have any idea about what the next kind of viral must have appliance might be? SP: Perhaps it will evolve into more of a multi- function cooker. There’s also a lot of buzz around dehydrators at the moment. I’m not sure yet whether they’ll catch on widely, but the conversation is very much focused on healthy snacks - and people are really into that trend.
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