KITCHEN HOODS & APPLIANCES
Rangemaster Stewart McLelland
ong-term investment across product development and brand activity came into sharp focus for Rangemaster during 2025, as several initiatives that had been building over time reached the market. “2025 was an important year for Rangemaster, defined by renewed focus and momentum across both product development and brand visibility,” says Stewart McLelland. “It was a year where long-term work came to fruition, with meaningful developments that reinforced Rangemaster’s position at the heart of range cooking in the UK.” A major highlight was the brand’s first national television advertising campaign, which aired during the launch of The Great British Bake Off and placed range cooking firmly back in the public conversation. “The campaign put range cooking back into the spotlight and helped reframe the conversation around how people cook at home,” Stewart explains, pointing to the importance of presenting range cookers as practical, characterful appliances rooted in everyday family life. Alongside this, the product portfolio itself underwent significant development with the introduction of Estel Deluxe and Edge Deluxe, the first entirely new range cooker families in several years. “They are built on a next-generation chassis that represents a step change in manufacturing quality, performance and configuration flexibility,” Stewart says. Later updates to the Classic and Classic Deluxe families followed the same principles, bringing enhanced construction and clearer specification across some of Rangemaster’s best- known models. At the same time, new colour options reflected the growing role of colour as an integral part of kitchen design.
L Focus on the category
Rather than adding features for novelty’s sake, product decisions throughout the year were guided by a clear sense of purpose. “The overarching goal for 2025 was to sharpen the focus on range cooking as a category,” Stewart explains. “Every product decision was guided by a simple question – does this genuinely improve the cooking experience or long-term usability?” That approach has helped keep the range coherent and grounded in real-world use, something Stewart sees as essential as the brand looks ahead. “The ambition is to continue refining the range cooker offer so that it remains clear, relevant, and
34 BKU JANUARY 2026
BKU’s Matt Broughton spoke with Stewart McLelland, Head of Category at Rangemaster, about a defining year for the brand, the renewed focus on range cooking, and how the category continues to evolve for modern homes
easy to specify,” he adds, with practical innovation remaining central to the roadmap for 2026. Stewart is clear that the appeal of range cookers lies in how they function within the home. “A range cooker combines multiple ovens, hob zones and cooking functions in one central appliance,” he says. “It offers flexibility in how people cook, whether that’s everyday family meals or entertaining, and encourages a more intuitive, hands-on cooking experience without the need to navigate digital interfaces.” He also highlights that a single range cooker can often replace several built-in appliances, simplifying kitchen layouts and planning. Importantly, range cooking is no longer limited by room size. “With a variety of widths and configurations available, they can work comfortably in more compact layouts when specified correctly,” Stewart notes, adding that early consideration within the design process is key.
Longevity and sustainability Sustainability, from Rangemaster’s perspective, is inseparable from durability and long-term relevance. “From a product perspective, sustainability starts with longevity,” Stewart explains. “Designing appliances that are built to last helps reduce replacement cycles and supports more responsible consumption over time.”
Robust engineering and long-term serviceability remain core principles, reinforcing the strengths of range cooking as a considered, enduring choice. As kitchens and lifestyles continue to evolve, Stewart believes those qualities remain highly valued. “Range cooking continues to offer something genuinely distinctive within the modern kitchen,” he concludes. “The focus remains on thoughtful evolution – ensuring range cookers continue to feel relevant without losing the qualities that make them such a compelling choice.”
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