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SWAN THE ERT INTERVIEW


22


The social network


“Millennials want more than just a product at a price, they want to see who is behind the brand,” says David Foulstone, Marketing Director at Swan. With one of the biggest social followings in the appliance industry, the brand knows a thing or two about building up a loyal customer base, and David talks to Jack Cheeseman about managing a dedicated community of fans.


Q&A


Q: How have you found things over the past two years? David Foulstone: Just as the pandemic kicked in, like everyone else we just didn’t know what was going to happen. But during 2020 we ended up smashing our targets and then for the last 12 months it’s just gone from strength to strength. I think we’re up 60 to 70 per cent from before COVID. We’ve had an amazing year, but I felt that we


were on the crest of a wave. We did jump on the bandwagon with things like bread makers, slow cookers and stand mixers, but we knew these would do well because everyone was stuck at home looking for things to do! It’s also been well documented that the only


area for us that took a bit of a hit over the last 12 to 18 months was garment care. Nobody was going out! I think it’s a generation thing – no one likes to get the ironing board out anymore,


so garment steamers for us have been massively successful. I believe we are now number one for these. A slight issue we’ve had in the last 18 months has


Swan at Exclusively Show 2021


been new product development. All our teams are working over Zoom and that team focus has been lost a little, but we all worked hard to bring consumers what they want and I think that paid off.


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