Retro Design SMEG UK
Above: John Davies, Head of Marketing, at Smeg with newly appointed Kris Horley, Head of Independent Retail
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of cast iron pan stands in a repeating pattern at the window. “What’s next? Well we’ve currently got our Ruby Red fridge on display; that is part of our collection of three new matte colour fridges that will soon be revealed in a very creative way… with a splash of colour, almost as if a paint can is spilling over the products. I can’t say too much more!”
Experiential retail “It’s all about value-add for us. We’re always holding events to showcase our products in different ways, like with our Smeg oven with built- in pizza stone, it cooks pizzas in about five or six minutes. This stimulates the senses, gets people engaged and asking questions and there’s the option to introduce add-on accessories to help sell other parts of the range too.
“Events and demonstrations definitely help add value. We have a network of field training and support staff often in the independent shops working with some of our key Smeg dealers, rolling their sleeves up and getting stuck in, helping these stores to showcase their products better. “Crucially, for us, we’re an Italian brand formed in 1948; our history is in manufacturing strong cooking products and the store helps us communicate that heritage. We are distinct from competitors.”
What’s next for Smeg?
Says Mr Davies: “We have a significant in-house design team and we’re always looking to develop new things. As mentioned earlier, we’re bringing out three new colour-ways for our fridges, exploring matte texture and finish. “Looking forward, new small appliances will be added to the retro range this year and into next year, and our ongoing plan is to continue to grow our SDA business. Another category will be added... but all will be revealed very soon!”
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