Progressive Electrical 2024

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Discover Haden’s extensive range of electrical appliances. | For trade enquiries contact: Summer 2024

024 has again seen a strong first half in the SDA sector. Consumers continue to feel the squeeze on budgets, so energy saving appliances remain high on the list of priorities, as well as innovative and multi-purpose appliances.

GfK’s Bruce Denton has shared his annual insight into the sector in this issue. And although we are a year on from his last column, consumer confidence has shown little improvement. The GfK Consumer Confidence Barometer index score is hovering around -21, meaning suppliers are having to work harder to earn sales. Despite this, sales are continuing to increase slowly and were up 1% in 2023.

As always, SDA manufacturers have risen to the challenge and there is plenty of innovation to suit consumer needs ready to be showcased at Exclusively this year (11-12 June, The Business Design Centre, Islington). Suppliers have reported that the air fryer is still king and while the initial surge in sales may have slowed, consumers are now looking for new features and designs and are beginning to upgrade their models, keeping sales strong.

Earlier in the year, suppliers headed to The Inspired Home Show in Chicago and our report on the Wired and Well hall shows that there was no shortage in new product launches and exciting innovation there, either, along with some new brands emerging in the sector.

After Exclusively, many suppliers in the sector will be readying for IFA Berlin, which celebrates its 100th anniversary in 2024. PH caught up with new ceo of IFA Management, Leif Lindner, in this issue, who shared the plans for the milestone event, as well as a new brand image and plenty of exciting additions to the show floor.

Shortly after IFA, the housewares industry will come together to celebrate the best of the best at the Excellence in Housewares Awards 2024. To be in with a chance of taking home the trophy in the Plugged In category, or indeed any of the others, entries must be made at by Friday 21 June, 2024. All entries are free of charge, so make sure your new ranges are in the running.

Team PE looks forward to seeing you all in London for Exclusively.

The big interview: Leif Lindner

GfK insights

Exclusively preview: RKW

Show review: The Inspired Home Show

Brand profile: Haden

Market focus: SDA

Company profile: EPE International

12 20 05 17 5 8 12 14 17 18 20 26 14 18 2 News

The Progressive Electricals team: Katie Roberts-Mason (editor), Samantha Loveday (group editor), Rob Willis (publishing director), John Barry (commercial manager), Mark Grayson (creative director), Michelle Urquhart (editorial contributor), Jakki Brown (editor in chief) and Warren Lomax (director)., ISSN: 25157493
EDITOR’S COMMENT 03 PROGRESSIVE ELECTRICAL Above: Progressive Electrical editor, Katie Roberts-Mason and commercial manager John Barry.

Daniel Hadley takes over as md of Smeg

Following over two decades at the helm of Italian appliance brand, Smeg, Mike Giddings has passed the baton to Daniel Hadley.

With 16 years of experience working for blue chip organisations, Daniel has joined the Smeg team from Dyson, where he led the sales team in MEA focusing on geographical expansion across the Middle East and Africa. This included opening four new stores to drive both a retail and direct-to-consumer transformation in the UAE.

Before his move to the Middle East, Daniel led the UK retail sales team, driving an expansion of controlled retail, launching technology innovations, as well as weathering challenges that the pandemic put on the industry through a digital focus.

Daniel, his wife Alice and three young children, have relocated back to Oxfordshire, close to Smeg’s UK headquarters in Abingdon, to take up the new role.

“I am delighted to join Smeg at such an exciting time for the brand and am keen to continue to develop the UK and Ireland Smeg business,” Daniel commented. “Mike was the lynchpin for so many incredible milestones at Smeg, no less the opening of the brand’s global flagship store in Regent Street, St. James’s and the incredible UK HQ in Abingdon. I wish Mike all the best.”

Mike Giddings joined Smeg as national sales manager in 2001, before becoming sales director, setting clear growth plans and expanding across a key selection of trade.

Over 11 years as managing director, Mike has had a massive impact on the brand, spearheading its sales operation, service partnership and marketing direction across both the domestic and professional strands of the business, with continual growth across all areas.

“I leave the Smeg brand on a high and in the very capable hands of Daniel Hadley. It has been an incredible journey filled with so many memories of extraordinary activations and innovations. I am now looking forward to spending more time with my wife Jill and our grandchildren,” added Mike.

Jamie Oliver and Tefal launch air fryer TV series

In Jamie’s Air-Fryer Meals, made with Tefal, Jamie showed easy ways to get the most out of the appliance.

The two-part series aired on Channel 4 last month and was commissioned by Tim Hancock. The series offers inspiration, timesaving and flavour boosting tips and hacks, plus inventive air fryer recipes.

Jamie commented: “It’s super rare for a piece of kitchen kit to revolutionise how people are choosing to cook in the way the air fryer has done. At first, I was a bit sceptical, but as soon as I started to test and play around with ideas, settings and new ways to create flavour and texture, I was totally hooked.

“In my mind, anything that gets people cooking is a win. And the fact that the air fryer uses less energy, saves time and creates much less washing up – all while turning out delicious, nutritious food – can only be a good thing. It’s a great solution for the modern family, where days are often hectic and decent meals are needed, fast.”

Christopher Leblan, managing director UK & Ireland, Tefal, added: “Over the last 20 years we’ve worked with Jamie to produce topquality cookware, knives and much more.

“We’re excited to be taking that partnership to the next level with Jamie’s Air Fryer Meals. Like Jamie, we’re passionate about making it easy for people to cook delicious recipes at home and we hope this series will inspire consumers to get creative and try new things with our range of air fryers.”

ProCook introduces SDA range

ProCook has stepped into the small kitchen appliance market with the launch of ten new products.

The new appliance range offers high spec, high performance products at low prices, setting itself apart from the many cooking appliance ranges on the market.

Marks Electrical posts record full year results

Online electrical retailer Marks Electrical has posted results for its fourth quarter, ended 31 March, 2024.

Record full year revenue was posted at £114.3m, a growth of 16.9% year-onyear (FY23: £97.8m). For the fourth quarter, revenue was £25.3m, an increase of 2% year-on-year. Gross product margin was maintained in the second half, as expected, and the group achieved an adjusted EBITDA of approximately £5m.

Marks Electrical has decided to leave the Euronics buying group as at 31 March 2024. The group hopes this will enable it to develop closer, direct relationships with suppliers, allowing it to drive growth and margin.

Mark Smithson, ceo, commented: “I am proud of the revenue growth we have achieved of 16.9%, in a flat Major Domestic Appliances and a declining Consumer Electronics market. In addition, the investments we have made in driver training and customer services have resulted in us improving our Trustpilot rating from 4.8 to 4.9, further demonstrating the strength and attractiveness of our market-leading customer offering and the hard work all of our colleagues throughout FY24.

“As explained in our January trading update, in the current trading environment, consumers remain highly price-conscious, which given our premium focus, continues to have an adverse impact on our average order value. This impact will limit our ability for margin expansion in the short-term, when taking into account the relatively fixed cost of delivery.

“Despite this, we are very pleased with the growth in our order volumes and new customer acquisitions during the period and the strong growth we have seen in early April, giving us confidence that our fundamental strategy of continued profitable market share gains and excellent customer service will help us in delivering further growth.”

As a B Corp and Which?

Recommended Provider, ProCook places quality high on the agenda in its quest to offer products that are built to last and all products in the range come with a two year guarantee.

As part of the first launch, ProCook’s new range introduces a Milk Frother and Hot Chocolate Maker, Electric Pressure Cooker and Air Fryer, Blender and Smoothie Maker, Sparkling Water Maker, Stand Mixer, Air Fryer Health Grill, Mini Food Chopper, Electric Hand Mixer, Digital Slow Cooker and Hand Blender, with several other appliances following later in the year.

Rob Falconer, head of range at ProCook said: “Appliances are helping hands in the kitchen, making cooking and baking a more convenient and smooth process. As the UK’s go-to destination for kitchenware, we are pleased to be able to put our stake in the ground with products we truly believe to rival the best on the market.

“We never launch anything with a ProCook logo until we are 100% happy with it; shoppers can be safe in the knowledge that they are buying a staple item for the home from a British B Corp brand that meets the highest standards of quality, innovation and design, that’s built to last, without the huge markup.”

Above: The new range offers high spec, high performance products at low prices. Below: Marks Electrical posted revenue of £114.3m for FY24. Right: New Smeg md, Dan Hadley (left) with departing md, Mike Giddings. Below: The series aired on Channel 4 last month

RKW strengthens senior leadership team

RKW has appointed new roles in its senior leadership team to strengthen its cook and kitchen accessories category and efforts in the grocery and high-end markets.

The company has appointed Nicol McGuinness as category director for cook and kitchen accessories; Jeremy Grant as head of the grocery and discount channel; and Darren Nickolls will take on a new role as head of high end and traditional retail.

Throughout her career, Nicol has consistently demonstrated a commercial mindset and a strategic focus, driving impactful growth strategies and fostering innovation. In her new role, Nicol will lead the strategic planning and implementation of initiatives focussed on driving profitable growth of RKW’s second largest category, which forms a key strategic pillar for the future growth of the business.

Jeremy Grant brings over two decades of experience working in the housewares and electrical sector for premium consumer brands across a wide range of accounts and categories. At RKW, Jeremy will continue to grow brand awareness and market share, by implementing key initiatives to increase the distribution of RKW’s portfolio within the grocery and discount sector.

“I am really delighted to join RKW and take on the new role of head of grocery and discount whilst developing the new channel strategies for my sector,” said Jeremy. "I am looking forward to working with the existing RKW team to further develop and grow our UK retail business within my channel and I feel that I have joined the business at a really exciting time.”

Strengthening RKW’s high end and traditional retail sector, Darren Nickolls takes on a new role as head of high end and traditional retail, to offer further support to independent retailers who remain a firm focus for RKW. In addition, with first to market technology, along with new premium brands and licences such as Wade, Milton Brook and Sur La Table, Darren will also focus on incremental growth in the high-end channel.

Darren said: “As a business, we remain steadfast in our dedication to our independent customer base and true to our core values in delivering high quality products at exceptional value for money. I am very excited to be working with our talented area sales managers to reach our business goals and drive mutual growth for our customers.”

MY VQ scoops B&LLA award

In a glittering ceremony, SDA brand MY VQ was awarded a coveted Brand & Lifestyle Licensing Award.

Hosted by Cally Beaton, the brand licensing community’s annual get-together was attended by some 400 retailers, licensees and brand owners who shared in the joy as the winners collected their trophies. Before the awards, revered fashion designer Jeff Banks – who described himself as a ‘humble tailor’ – captivated the audience with the story of how he turned his brand into a household name.

The Laura Ashley China Rose Appliances from MY VQ won Best Brand Licensed Electrical &/or DIY Products or Range (sponsored by Golden Goose).


continues Pub in the Park sponsorship

Miele is continuing its sponsorship of the Kitchen Studio arena at food and music festival Pub in the Park from 16 May – 8 September 2024.

Curated by Michelin-starred chef Tom Kerridge, each of the four festivals (Marlow, Chiswick, Reigate and St Albans) will celebrate the British pub with delicious food and music.

Award winning chefs and much-loved personalities such as Gennaro Contaldo, Michel Roux Jr, Mary Berry, Andi Oliver and Atul Kochhar will take to the Kitchen Studio to prepare delicious and inspiring dishes using Miele’s latest Generation 7000 appliances.

The festivals will also feature renowned pop-up restaurants, including The Abbey Inn by Tommy Banks, Tom Kerridge’s two Michelin-starred The Hand & Flowers and Michelin-starred Cafe Murano from Angela Hartnett. Attendees can also look forward to live music from Van Morrison, Paloma Faith, Jools Holland and Olly Murs.

New for 2024, Sunday Brunch star, Simon Rimmer, is set to unveil his touring live music and food podcast series - Pod in the Park - an imaginary touring pub that will include guests such as Example, Mel C, Tom Kerridge, Angela Hartnett and Andi Oliver, chatting all things food, drink and pubs.

Helen Pyman, marketing director for Miele GB said: “Having been a sponsor of Pub in the Park for the last three years, it has been great to see how it has developed into the UK’s biggest food and music festival tour. With renowned new restaurants and chefs, 2024 looks set to be the best yet, and we look forward to further raising awareness of the Miele brand to our target audience.”

Beldray launches SpotBuster Pro with social media campaign

The upgraded SpotBuster from Beldray was introduced with an influencer campaign around the premiere of the Ghostbusters: Frozen Empire movie.

Influencers got involved by wearing their SpotBuster kit and fighting stains with the tagline ‘We ain’t afraid of no spills‘.

Tracy Carroll, brand director at Ultimate Products, commented: “To maximise reach and appeal to a new audience, we launched the Beldray SpotBuster Pro with a topical campaign tied into the GhostBusters: Frozen Empire movie launch.

“Our ‘We ain’t afraid of no spills’ campaign played into the natural connection between the product name and the franchise, through engaging and humorous influencer collaborations that showed the stain-busting capabilities of the SpotBuster Pro.”

The new SpotBuster Pro offers increased suction and power for better results when it comes to larger spills, as well as larger, dual water tanks which reduce the need to refill.

The 1.8l clean water tank is filled with water or diluted detergent. The area is then treated with the built-in spray and the integrated brush to work the detergent into the stain. The brush is then pulled back over the area to suck up the solution into the dirty water tank.

Above: L-r – Jeremy Grant, Nicol McGuinness and Darren Nickolls. Above: MY VQ’s Laura Ashley China Rose Appliances took home a B&LLA trophy. Inset: Pub in the Park is curated by Michelin-starred chef Tom Kerridge. Below: The new Spotbuster Pro offers increased suction and more power for better results when it comes to larger spills.

As IFA Berlin celebrates its 100th anniversary this year, the show organisers are busy planning an extra special show from 6 – 10 September at Messe Berlin. PH sits down with recently appointed ceo of IFA Management Leif Lindner to learn more about the 2024 event.

Innovation for all

IFA Management is preparing to mark a century of IFA Berlin events with a wide range of new features being planned for September. Ceo, Leif Lindner, comments: “We are expanding our programming considerably this year and investing in entertainment of all kinds.

main stage; a curated exhibition that showcases a century of global technological innovation and panel discussions with key opinion leaders, leading press and celebrities.”

“For instance, we are bringing back the Sommergarten, an iconic five-day festival with international acts on the

Established in 1924 as a radio exhibition, IFA has always been at the cutting edge of technology. At the end of the 1920s, the first television sets were exhibited and in 1928, one of the first television shows was broadcast live during the event. In 1930, Albert Einstein gave the opening speech of the seventh show.

The event has continued to draw international visitors over the past 100 years, showing innovation in technology each year, and IFA has continuously innovated the show itself to remain relevant and continue to appeal to new audiences.

Leif explains the longevity of the event: “At IFA, we have a unique mix

Right: Coffee has continued to be a strong seller in SDA over the last year. Right: IFA hosts a wide range of interactive exhibitors at the show. Far right: Brands such as Russell Hobbs use IFA as a launch platform for new SDA. Far right: The new strapline, Innovation For All, reflects how inclusive, international and future-forward the show aims to be. Right: Leif Lindner, ceo of IFA Management.

of B2B, B2C and international media present, which means a much more profound exchange between visitors, trade, and press.

“That it takes place in one of the most vibrant cities in the world gives us the opportunity to deepen our cultural impact as well. This year, with the launch of 100Moments – a series of collaborative, interactive brand activations – we are expanding beyond the walls of the Messe to increase visibility across the entire city of Berlin, which will hopefully spark interest from new visitors.”

As the 100th show approaches, the organisers have rebranded IFA. Leif expands: “After 99 years, we decided it was critical to rebrand every facet of IFA, while paying homage to its heritage, to attract new generations of visitors and exhibitors.

A history of IFA

1924 – The first show opens as Große Deutsche Funkausstellung at the Messedamm in Berlin Westend.

1940-1949 – IFA is paused due to World War II.

1967 – German chancellor Willy Brandt gave the starting signal for colour TV in a symbolic event.

1971 – The show was renamed Internationale Funkausstellung (International Consumer Electronics Fair) or IFA.

1985 – HDTV was shown for the first time, along with the first satellite receivers for TV.

“The colour palette, the tone of voice and the logo have all been reworked to reflect the Zeitgeistmodern, fresh, young and agileand reaffirm IFA’s relevance on the global stage. Even the slogan is new.

“While IFA once stood for ‘Internationale Funkausstellung’ (International Radio Exhibition), it now stands for ‘Innovation for All’, which reflects how inclusive, international and future-forward we aim to be.”

Being a truly international show is important to IFA. Leif furthers: “One of our main goals was to increase the number of international participants. We intend to intensify this, especially through cooperation with international dealers, the expansion of IFA Next as a hotspot for future tech and start-ups and a close collaboration with two international media agencies (Technopolis and Edelman), to address our target groups in the most direct way.

“To further reflect the Zeitgeist, we are launching the Content Creators Hub, to entice younger creators to visit and share the spirit of IFA through a newer, younger, personalised lens.

“And let’s not forget that we’re in Berlin - the city that never sleeps - so we are looking to cooperate with famous brands and the Berlin Club Commission to really dig into the vibe of the city.”

Looking ahead, the IFA team is working hard to bring the show up to date and to continue to appeal to visitors in the future. Leif comments: “While we have many ambitions for the future, we want to be realistic as well. With our mostly new team injecting

2008 – IFA expanded to include Home Appliances@IFA with an area of 30,000 square metres, making household and kitchen appliances eligible for the exhibition for the first time.

2015 – IFA Next became the new innovation hub for start-ups, research labs and companies.

2018 – The household appliances sector celebrated its tenth anniversary at IFA and has long since been an integral part of the show.

new era, we are looking to rebuild trust from long-time attendees and spark awe in new ones. Ultimately, we are looking for longevity.”

While IFA brings together innovation across all areas of technology, housewares buyers will have a range of features to inspire and entertain at the show. Leif concludes: “They can look forward to experiencing many exciting products and launches across many facets of home tech. For foodie fans, the live final of ‘Deutschland Kocht’, a kind of German Iron Chef, will take place.

“With many surprises in store, there really will be something for everyone at IFA this year.”

GfK Insights
THE BIG INTERVIEW: LEIF LINDNER Appliances@IFA launched in 2008 and is an integral part of the show. Top left: The colour palette, tone of voice and logo for IFA have all been reworked to reflect the Zeitgeist. Above left: SDA is a key sector at the show and international exhibitors are in attendance each year. Below: SharkNinja hosted an interactive stand at the show last year.
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Consumer confidence is still struggling, meaning GfK continues to see energy saving appliances high on consumers’ wish lists. Bruce Denton, client solutions consultant at GfK, provides a picture of the SDA market over the last year.

Bruce Denton

2024: A landmark year

It is 50 years since ABBA found fame after winning the Eurovision song contest in Brighton and became a global pop sensation and the first pop group in the phone book. It is a little-known fact that the interval act for that night was the Wombles, setting the half time standard we now expect from events like the Super Bowl. 1974 was also when GfK issued its first Consumer Confidence Barometer report. Now in its 50th year, there is no other consumer research project that can match its longevity, rigour and reliability. This report has provided key insights into the UK consumer’s current thinking during key political and social events. Like ABBA, it has stood the test of time and like the Wombles, it is so much more than just an interval act and is still cleaning up today.

People’s confidence took a big hit in 2022 following Russia’s invasion of Ukraine and UK consumers had to deal with rising energy costs, rising inflation and hikes in interest rates. As we venture further into 2024, these same concerns continue to make consumers uneasy and the overall index score hovers around -21. This means making decisions about spending money on small domestic appliances is challenging. If you would like to know more about this report and listen to a 15-minute podcast celebrating its 50th birthday just search ‘Consumer Confidence Barometer’ on our website,


fryers are saving us money money money (and calories) and have earned their place in the hearts, and on the worktops, of millions of consumers. ”

Below right: The total SDA market (excluding hot air fryers) was up 1% in 2023. Right: The energy saving trend is helping to grow sales of kettles. Below: Coffee makers such as the Gastroback Design Espresso Piccolo Pro M, grew in sales last year.

Thank you for the air fryers … the energy you’re savin’

In 2023, total small domestic appliances (SDA) excluding seasonal lines grew 7%, with small kitchen appliances (SKA) growing 16%. However, success here can be largely attributed to the impact of hot air fryers. Taking hot air fryers out of the numbers leaves SDA growth of only 1% and SKA -5%.

2023 was the year of the air fryer. It was the only major SDA category to grow in double digits (+54% in volume, +68% in value) and this was on the back of a record year in 2022, which was up 193% in value on 2021. They are saving us money money money (and a few calories) and have earned their place in the hearts, and on the worktops, of millions of consumers. If you don’t want to take my word for it, just look at the number of TV cooking shows that are airing with it as a focal point.

With working from home still as popular as ABBA, consumers’ demand for café quality coffee at

Energy saving is the name of the game

While air fryers are still saving the day for many, the energy saving message is helping revive the kettles category too. In Q1 2024, models with a temperature control function were up 11% in volume compared to Q1 2023. With an average price tag 185% greater than the standard kettle, they are helping to drive category growth and for some consumers, encouraging them to rate function over design.

Coffee machines – Latte all your love on these

With working from home still as popular as ABBA, consumers’ demand for café quality coffee at home continues. High priced espresso and fully automatic machines grew in value 11% and 2% respectively. Within fully automatics, models that deliver milk directly into our drinks grew 7% in Q1, as those with a steam wand grew 5%.

Do we expect these trends to continue?... We do we do we do.

For further information please contact Bruce Denton, client solutions consultant at

Source: GfK Point of Sales Tracking | Durable consumer goods market | Data update: March 2024 SDA excluding seasonal lines includes the following product groups Bread Makers, Can Openers, Elec. Knives/Cooking Pots, Fun Cooking, Food Steamers/Preparation, Fryers, Hot Beverage Makers, Juicers, Kettles, Kitchen Scales, Mini Ovens, Rice Cookers, Sandwich/Waffle/Grills, Toasters (Small Kitchen Appliances), Bakeware, Food Preservation Boxes, Ovenware, Pans, Pots, Pressure Cookers, Water Filters (Non-Electrical Cooking), Garment Steamers, Irons, Steam Cleaners, Vacuum Cleaners, Window Cleaners (Home Comfort), BPM, Dig. Therm, Dental Care, Hair Clippers/Dryers/Stylers, Personal Scales, Shavers, Wellbeing (Personal Care).
” “ Above: ESG’s Daewoo range is set for a rebrand, bringing clean and exciting packaging and call-outs to the collection as well as new in-store solutions. Below: Consumer confidence is currently sitting at around -21. Left: 2023 was the year of the air fryer with sales increasing 54% in volume.
home continues.

RKW, a leading European manufacturer and distributor of domestic appliances is set to reveal its latest brand partnerships and an array of new product introductions at Exclusively 2024.

RRKW unveils new innovation at Exclusively

od Burrows, marketing director at RKW, said:

“We are entering an exceptionally dynamic and busy period at RKW as we prepare our new launches for the 2024/2025 season. As we continue to execute our ambitious growth strategy across the UK and Europe, we are gearing up to showcase groundbreaking product innovations across our brand portfolio.

“This year, our three stands will be located next to each other across booths EH400, EH402 & EH404 to showcase brands including Tower, Swan, Wade, Milton Brook, Royal Victoria, Barbary & Oak, Smeg and ViewQuest. We will also be exhibiting our Sur La Table collections on stand EH443 in collaboration with Pure Table Top. We are really looking forward to unveiling our latest innovations and connect with visitors both old and new.”

Good Food in partnership with Tower

The Good Food in partnership with Tower collection is set to shake up the small cooking appliance and housewares market, launching a range of feature rich, premium SDA including bread makers, food processors, air fryers and multicookers. The collection will also feature a range of housewares products including storage, cookware and food prep.

Good Food is the UK’s largest and most trusted food media brand with its website receiving over

100m visits each month. The partnership will launch a range of air fryers including the 10L dual side oven and basket air fryer with vizion viewing windows.

Specially designed to be used with the vast Good Food recipe library, the air fryer is split into two individual cooking chambers, one an oven and one a basket for ultimate versatility. The sync function ensures that food in both sections finishes cooking at the same time and the product is complete with a number of cooking pre-sets for one touch cooking.

Trend leading co-ordinated kitchen collections from Tower

Tower has become famous for its trend leading coordinated kitchen collections and it will be unveiling its new trend colours for 2024/2025 across multiple collections including Renaissance, Solitaire, Cavaletto, Scandi and Sera.

Sera has been a fast-selling range and is now set to debut in the latest trend-leading colourway merlot, a beautiful deep hue that evokes a sense of tranquillity and sophistication. This deep red shade captures the richness of velvety berries, exuding opulence and

Right: The 26L Tower Vortx AirWave Pro 2-in-1 Air Fryer and Microwave will be on display at Exclusively. Below right: Forrest green is a new colour in Tower’s Renaissance collection. Below: The new dual side oven and basket air fryer from Good Food in partnership with Tower.

Swan x Lynsey collection

In 2022, Swan collaborated with cleaning sensation Lynsey to launch an exciting range of floorcare products. Lynsey is the UK’s leading homecare expert, educating the nation with easy, simple home hacks and cleaning tips to help give family life a little sparkle. She has a cult following of over 750,000 on social media where she regularly interacts with her incredibly loyal fanbase, providing them with cleaning hacks and updates about her life.

Building on the success of the initial range, Swan is excited to unveil the expanded collection, now encompassing a wider array of products, not just across floorcare but also cleaning products such as dryer balls and toilet brushes, all elegantly styled in Lynsey’s famous favourite colour, pink. Hero floorcare lines include the 22.2V cordless anti-tangle vacuum cleaner, 14.8V BLDC cordless handheld pets vacuum and the 16-in-1 Steam Mop, with variable steam settings.

luxury with its sumptuous tones. Its deep velvety hues are sophisticatedly paired with a smoked black trim creating a timeless and elegant look in any kitchen.

The collection will also launch in ivy green, which embodies freshness and vitality, bringing a sense of rejuvenation and tranquillity to any space.

New Tower air frying technology

Tower has launched brand new technology, created to make cooking in an air fryer even easier. An internal sensor detects the temperature of the food added to the air fryer and utilises AI to intelligently calculate the required cooking time. This is a true game changer to how consumers will cook in an air fryer, removing the guesswork out of cooking which is recognised to be a challenge for consumers, especially when they are switching from an oven to an air fryer.

The range features a high definition TFT display providing crystal clear visibility for simple navigation and a seamless cooking experience. There will be a range of both single and dual baskets featuring this latest technology on display at Exclusively.

Also showcasing at Exclusively will be Tower’s premium range of air fryers, the Elite collection including the Vortx 26L microwave air fryer and the 18L air fryer pizza oven. The microwave air fryer combines both a microwave and air fryer into one product saving worktop space and the air fryer pizza oven heats up to 400C for delicious pizzas with an authentic crispy base.

Retro Revive with Swan

The Swan brand continues to thrive, fuelled by strategic investment into its coordinated kitchen collections. Its Retro collection has been a consumer favourite ever since its original launch over 10 years ago in 2013. Since then, the range inspired by the 50s, 60s and 70s has been a fashionable statement in kitchens across the UK and particularly popular with influencers on social media. Available in 10 on-trend colours across both SDA and housewares, the Retro collection is certainly as popular as ever.

Fast forward to 2024, Swan is gearing up to unveil its latest collection: Retro Revive. This revamped range draws inspiration from the beloved Retro collection but infuses it with a contemporary twist. The range of SDA and housewares will be on display at Exclusively so be sure to check out the next phase of Swan’s evolution.

Swan will also display new collections Serenity, Elegance, Nordic, and Townhouse with exciting on trend colourways for the 2024 and 2025 season.

Kitchenware from Sur La Table

Sur La Table has been a staple brand throughout the United States for 50 years, bringing to market its simple ethos, ‘Make good food. Invite people. Do it daily’. A passion for food and educating the home chef has evolved the retail brand into a trusted institution, which, this year, will see it enter a new partnership with RKW. Together, they will introduce products that strive for aesthetic excellence and durability across housewares, cookshop and SDA.

RKW will be joining Pure Table Top at Exclusively on stand EH443 to showcase a comprehensive kitchen collection, featuring tableware, cookware and more.

For more information about the latest innovations and developments from Tower, Swan and other brands, keep an eye on RKW’s website and social media channels or email

GfK Insights
Above: The Swan x Lynsey handheld cordless vacuum in Lynsey’s trademark pink.
Above left: Tower’s Sera range launches a new colourway: merlot. Left: Tower’s new technology makes
using an air fryer
Below: The Swan Retro collection has been a best-seller for the past 10 years.

Colour and innovation dominate in Chicago

Wired & Well is the sector in the Chicago show that electricals brands call home and with a move this year into one of the two main show halls, North, it felt like there was a real party atmosphere. That might be down to the large-scale video screens of Gourmia or the on-site DJ at Made by Gather. But either way, there was a particular energy.

The Smart Home Pavilion made the move with Wired & Well into North and was showing no sign of innovation dipping, remaining a large and growing area in the US. Brands tend to try out here and then move onto the main show floor – and it’s a similar story with brands in Inventors Corner. Some notable products for Smart Home included US brands Fromaggio, Kitchenery.US and Blok; HeatsBox from Switzerland and Aether from Taiwan.

Fromaggio is billed as ‘the world’s first smart home cheesemaker’, offering the opportunity to make artisanal cheeses at home, while Kitchenery.US is looking to go into production with a range of cordless kitchen appliances which work by placing them on a ‘quantum energy pad’. Blok is a $700 wooden cutting board with integral digital display and a $10 monthly subscription to a cooking community and classes.

HeatsBox is a portable lunch box which uses a USB-C rechargeable battery to heat food in 15-25 minutes. Aether is an air cleaner brand, the first in a projected line of designer smart home products from aluminium goods manufacturer Song tain Co.

Colour was at the forefront in Wired & Well. Gourmia had a series of products including air fryers in peach, lime, teal, duck egg blue, dark red and dark green, with red and metallics from new exhibitor Cismea Global and its Deuro brand. Made by Gather featured room sets in pastels and Buydeem from China featured

In its new home – North hall – the Wired & Well expo at The Inspired Home Show was strong on colour and innovation. Progressive Housewares paid a visit.

Tower and Swan. With Swan in particular, it was the nostalgic element which appealed to buyers, as well as the extensive colour availability.

There is always innovation in the wider Wired & Well expo. Another US brand, Chefman, had some wow products like the three smart appliances which work with the company’s Chef iQ app – dehydrator, multicooker and toaster oven/air fryer.

The majority of brands on show are either already selling into Europe and the UK, or happy to explore it.

Left: Even the walls were painted in the all-over-colour room sets from Made by Gather. Left: There was plenty of colour on show, like this selection from Buydeem. Below left: Colour and design helped bring a real energy to Wired & Well.

Haden: Leading the countertop appliances industry

As one of the first kettle brands in the UK, Haden’s heritage in kettles and countertop small domestic appliances is a central part of its DNA. The brand has built trust among customers not just in the UK but also globally.

In the competitive world of countertop accessories, one name reigns supreme as the beacon of innovation and excellence: Haden. With a rich history steeped in quintessential British craftsmanship and tradition, Haden stands at the forefront of the countertop appliance industry, setting the standard with its cutting-edge products and forward-thinking designs.

“Haden is a truly unique brand with an innovative colour palette; matched alongside great quality products at great prices,” says Sachin Bagga, director. “Our collections and ranges are all curated for the current contemporary consumer and are affordable. Our look is quintessentially British and we love collaborating with creators locally such as Poodle & Blonde, Smiley and other amazing British creators.”

Right: No longer just kettles, Haden brings its iconic designs to small domestic appliances. Below right: The Haden x Smiley collection is new for 2024. Below: The putty colourway is in response to the trend for neutral tones.

Understanding consumer preferences

“At Haden, we understand that consumer preferences are constantly evolving, which is why we're committed to staying ahead of the curve,” says Sachin. With a focus on compact, convenient, and energy-efficient appliances, Haden is meeting the needs of today's discerning consumers. Its products offer sleek and innovative solutions that optimise space and minimise energy consumption, allowing customers to make environmentally conscious choices without sacrificing performance or style.

“By embracing energy-efficient practices, we're not only helping consumers save money but also reducing their carbon footprint,” says Sachin. “We believe in using only what you need. Cup markings on our water windows mean that precious water will not be wasted, furthermore enabling no more than the exact amount of energy to be consumed. We also give you spare filters to help extend the life expectancy of your kettle.”

When Sabichi acquired the brand in 2016, the focus was and continues to be on being a trend setter and leader for countertop appliances. Sachin elaborates: “We pay close attention to what is happening on the ground. Where we see trends in cooking or design emerging, we are quick to ensure that our product range meets this need, while staying true to the Haden brand and category. For example, we mixed the unique Haden putty colour in direct response to the emergence of neutrals and muted tones we were seeing initially in fashion and then in home decoration pieces.

“We love to create products with a hint of the heritage of Haden, but also fit into a modern-day kitchen and can sit alongside modern appliances, kitchen cabinetry as well as contemporary interior design.”

A legacy of innovation

Haden has a rich and innovative history, with over 150 years of manufacturing experience. Originally a bicycle making business in the late 1880s, A.H.Haden Motorcycles became Haden Bros after Alfred’s sons Donald and Denis took over the business in 1937. They began producing bicycles and the first motorised bike, the Comet, and shortly after, began manufacturing kettles.

Haden was one of the first brands to introduce colour and design on kettles, and this remains the primary focus of the brand. With a passion for quality manufacturing, attention to detail and a love for design, the brand's accomplishments and unique selling points live on to this day.

From its iconic kettles and toasters to the latest offerings in air fryers and microwaves, Haden's diverse range of appliances reflects its unwavering pursuit of excellence in the countertop market.

A go-to British breakfast brand

When it comes to breakfast, Haden is the go-to choice for consumers seeking both style and functionality. Its classic kettles and toasters have become staples in British households, cherished for their reliability and timeless appeal. And now, its new collection in partnership with Smiley is adding a touch of positivity to morning routines everywhere. The Haden x Smiley collection combines premium kitchenware with the iconic charm of Smiley's emoticons, inviting consumers to start their day with a smile.

Style and functionality: the Haden difference

What sets Haden apart is our unwavering dedication to both style and functionality. “Our signature aesthetic is defined by iconic colour palettes that resonate with today's design trends,” says Sachin. “But style is only part of the equation; our products are also designed with functionality in mind. Whether it's our Bristol Collection or our Dorchester range, Haden appliances seamlessly blend form and function to enhance the kitchen experience for our customers.”

Haden stands as a true leader in the countertop appliance industry, driven by a legacy of innovation, a commitment to understanding consumer preferences, and a dedication to style and functionality. With its timeless designs, cutting-edge technology, and unwavering focus on quality, Haden is shaping the future of kitchen technology and enhancing culinary experiences worldwide.

GfK Insights
Above: The Bristol collection in putty is one of the most popular colours. Below: The Dorchester kettle has a variable temperature control. Bottom: The Highclere collection is inspired by stately homes of the past.

Electric dreams

While consumer budgets have continued to be squeezed over the first half of 2024, the general consensus is that the SDA market has remained resilient and sales have continued to be healthy. Suppliers share the latest innovations, trends and purchasing factors plugging in to the kitchen.

Small domestic appliances have remained high on consumer shopping lists during the cost-of-living crisis, as suppliers have continued to adapt and innovate offerings to meet changing demands.

Will Hindle, general manager at Beam Group, tells us:

“The SDA sector has shown exceptional resilience. As always, there are some categories performing better than others and we see that product innovation is a real driving force for sales growth.”

Marcus Lux, head of Gastroback UK, export and business development, furthers: “There has been an encouraging start to 2024 for the sector, with ongoing strong interest from existing retail customers and new customers who had their first orders delivered.”

While the macro climate presents challenges, Harry Singh, md of EPE International, also sees opportunities:

“There are significant shifts in society and trends. Families are spending more time socialising at home. It gives brands an opportunity to bring better, innovative and more adapted product to consumers’ needs.”

Bluestem Group also sees a brighter future. Senior marketing coordinator, Nicole Durham, says: “While the economic climate is still uncertain, it is expected sales of SDA will begin to rise again from mid-2024 as inflation drops and gas and electricity prices return to a more ‘normal’ level (BHETA Q423 Market Report).”

For another year, the air fryer is king when it comes to SDA. Jim Clawley, commercial sales director at ESG (Eurosonic), explains: “The big boom in air fryers seen last year has declined somewhat, but sales remain at a stable level as this appliance becomes a mainstay in UK homes. We predict growth again this year as the air fryer ranging is now utilising AI and dual drawer options. We expect to see stable growth over the next three to five years.”

Harry continues: “Brands are pushing the boundaries with innovation. Smaller footprint, larger capacity, more efficient, better design. The Hamilton Beach VisionCook 9L Dual Air Fryer is an example of combining possibilities to cook a full meal, with the option to see food cooking and improved efficiency.”

Outside of air fryers, multi-functional appliances are strong. Duncan Singleton, trading director at Ultimate

Right: Beam Group is offering the new KitchenAid Go Cordless system of products, which provides the convenience of cordless kitchen products with an interchangeable battery. Below: Bluestem is the distributor for Ariete in the UK, including the Vintage collection with kettle, toaster, drip coffee machines and espresso coffee machines in cream, sage green and pastel blue.

Products, expands: “We’re really seeing consumers looking for products that provide multiple different uses in one. The multifunctional tools save consumers money, but also often provide time-saving benefits.

“The Salter DuoWave saves consumers the cost of buying a microwave and air fryer while offering the energy efficiency of using an air fryer over their oven.”

Marcus continues: “Product versatility has been a key demand in the market for a while now, with 2-in-1, 3-in-1, 4-in-1 products high on the list. We even include a 5-in-1, which is our Design Oven Air Fry & Pizza with the additional three functions of mini oven, rotating grill spit and dehydrator.”

When choosing SDAs, sustainability continues to be high on the agenda. Will says: “It’s clear consumers are looking to save money and reduce environmental impact through minimising energy consumption and a brand’s eco-credentials resonate more than ever.”

Appliances that support healthy lifestyles are popular. Jim furthers: “Another item that seems to be back in demand is the fruit blender and juicer. I believe coming out of a pandemic makes people look at health in more detail. We are seeing more requests for these appliances and it could be a big line for summer again.”

Within that, value needs to be prominent. Duncan continues: “Consumers are prioritising cost, but they are balancing this with longevity and durability. Items within the Beldray AntiBac range are treated with an antimicrobial treatment, keeping the product fresher for longer and avoiding frequent replacement.”

This is an area where innovation is vital. Jim explains: “Because money remains tight, we are finding people are prepared to pay a little more for a product that performs exceptionally, lasts longer, but still doesn’t cost the earth. SDA as a category is incredibly competitive so creating additional value, be it in performance, bundles or pricing is important. That’s the challenge that our development teams face, creating the wow factor in our product ranges.”

Styling is important. Duncan says: “Consumers are making other savvy decisions in the home, looking to update their kitchen with a Salter set of coordinating kettle, toaster and microwave, as a cost-effective alternative to a brand new kitchen. It provides the same refresh of aesthetic, without huge investment.”

Colour is trending at the moment. Nicole comments: “We are seeing an increase in homes that prefer pops of colour. This desire is extending to appliances as consumers look to match all aspects of their home to their personal style. Ariete’s Vintage collection offers calming pastel tones, adding an accent to minimalist and bold decors.”

Will agrees: “Wellness and health is a trend we are seeing, products that can help consumers achieve a healthier lifestyle or help with wellness at home are popular and we expect this to continue.”

Beam Group is also seeing a development in how smart appliances are being integrated into homes. Will furthers: “We have seen a continued development of smart integrated products, thankfully in a more thoughtful way than a few years ago. The latest developments are more concerned about delivering value and providing genuine ease of use.”

To conclude, Marcus sums up: “Brands will win out if they can satisfy the following: the opportunity for a consumer to build a family of products with the same design and styling as well as being compact, easy to operate and value-for-money.”

GfK Insights
DuoWave saves consumers the cost of buying a microwave and air fryer, offering the energy and time efficiency of using an air fryer over an oven.
Above: EPE International’s Hamilton Beach Ella range is a cost effective way to buy a full range of SDA to style the home.
The Salter
the popular
trend of snow cones
The new Design Ice Shaver from Gastroback prepares ice for slush drinks, cocktails and
quickly and easily.

Celebrating 40 years

Celebrating 40 years

distribution, e-commerce and marketing management of premium brands

distribution, e-commerce and marketing management of premium brands

1: AirGo Cordless Vacuum

Beldray will be showcasing a selection of new developments at Exclusively, including its newest vacuum innovation, the AirGo Cordless Vacuum. Combining bagged and cordless features, the AirGo offers ultimate convenience for busy homes. Innovative Vaccube technology allows users to enjoy dust free and hygienic emptying, making the model ideal for allergy sufferers. With up to 45 minutes operating time and a powerful brushless motor, it can be used as a stick vacuum or handheld to effortlessly collect dust and debris from every corner of the home. An included wall mount makes the AirGo easy to charge and store, so that it is on hand for cleaning up the messes of everyday life.

Ultimate Products



Exclusively stand EH314

2: Gastroback Design Ice Cream Machine

Advanced Control

Getting geared up for summer, Gastroback has launched a 2-in-1 ice cream maker and yoghurt maker, the Design Ice Cream Machine Advanced Control. Thanks to the efficient yet quiet 180W colling compressor, the temperature can drop to -30°C in just a few minutes and immediately ready for up to 1.5l of ice cream per hour. There is an XL touchscreen on the front of the stylish stainless steel product, with a transparent lid on the top and a refill flap for adding ingredients.  Gastroback



Exclusively stand EH431

3: Flava Barista Coffee Maker

Bring a touch of flavour and style to your mornings with Barista Coffee Maker from the new Flava series by Daewoo. The sleek coffee maker features 20 bars of pressure and milk steaming wand to create espressos and americanos with the perfect crema and cappuccinos and lattes with a velvety froth. Also comes with two espresso glasses and frothing jug to create that bring a little Italian Flava to your kitchen.



Exclusively stand EH248, EH299

4: Daewood Actuate range

The Daewoo Actuate Range 26 litre 5-in-1 Air Fryer & Microwave is a must-have appliance for any kitchen. Money and space saving, the design-led microwave features an air fryer so users can enjoy speed of cooking, as well as the health benefits. There are 28 cooking settings and a user friendly LED display to make everything from perfect chips to whole roast chickens.

Family meals just touched the future with the Actuate Range by Daewoo Combined Microwave Air Fryer. The 5 in 1 appliance makes family meals and food on the run simple, easy and effective. It not only looks and performs great but air fryer technology is also space saving and energy efficient, so it looks after the smaller things in life too.   Eurosonic Group


Exclusively stands EH248, EH299

5: Salter Toronto collection

Products New

Form meets function with the new simple yet stylish Toronto Collection from Salter. Perfect for adding a striking aesthetic to modern kitchen design schemes, Toronto offers a range of coordinating pieces with soft acacia wood effect accents, for a chic Scandinavian-inspired finish. The Toronto 1.7L kettle, 4-slice toaster and 800W microwave along with coordinating storage canisters and acacia wood kitchen accessories are available in black and white - mix it up or keep it consistent.

Salter Housewares



Exclusively stand EH267

6: Salter Retro collection

The Retro collection combines functionality with vintage design to bring a touch of nostalgia to the home. The collection comprises coordinating kitchen electrical appliances including a 1.7L kettle, 4-slice toaster and microwave, designed to streamline breakfast preparation. Additionally, it includes a 6.5L slow cooker and espresso machine, promising complete coordination for the kitchen counter. The Retro collection is available in three colours – cream, grey or pink.

Salter SDA



Exclusively Stand EH337

Tackle everyday spills & messes I contact

1: Gastroback Design Ice Shaver

Consumers are looking for long-lasting quality appliances, where versatility is a key requirement, as is ease-of-use. Contemporary and timeless looks are also important decision-making factors and the new Design Ice Shaver from Gastroback ticks all the right boxes. The Design Ice Shaver lets you prepare ice for slush drinks, shaved ice for cocktails and the popular Hawaiian trend of snow cones, plus refreshing desserts, quickly and easily. It will also process frozen fresh fruit, juice, coffee, milk and yoghurt.




Exclusively stand EH431

2: Haden Microwave range

With Haden's range of microwaves, cutting-edge technology meets timeless design. Perfectly blending form and function, the microwaves are crafted to elevate your kitchen experience. With a focus on userfriendly features and contemporary aesthetics, each model is designed to seamlessly integrate into modern lifestyles. Choose from a variety of capacities and styles, ensuring there's an ideal fit for every kitchen. Whether reheating leftovers, defrosting ingredients, or preparing quick meals, Haden's Microwaves offer convenience without compromising on style.   Haden



Exclusively stand EH214

3: Swan cordless handheld vacuum cleaner

The limited-edition Swan SC15829QOC cordless handheld vacuum cleaner has the cleaning sensation Lynsey Queen of Clean’s crowning stamp of approval. It features a high performing brushless motor, two speed settings for a range of surfaces and a HEPA filter to remove dust and allergens. Includes multiple accessories - 2-in-1 nozzle, sofa brush, motorised pet tool and docking station. View the brand-new Lynsey range of cleaning and floorcare products at RKW’s stand at Exclusively.



Exclusively stand EH400

4: Good Food in partnership with Tower

Get the most out of your kitchen with the Tri-Ply Three Piece Saucepan Set from Good Food in partnership with Tower. Specially designed to be used with Good Food’s thoroughly tested recipes and to help you enjoy good food every day, the set consists of 16cm/18cm/20cm saucepans with pouring lips and tempered glass lids. Crafted from tri-ply stainless steel, the pans offer rapid heat and even heat distribution with no heat spots. The satin interior and mirror exterior offer a professional look, while riveted steel handles offer comfort and easy maneuverability.  RKW


Exclusively stand EH402

5: Haden 6L Air Fryer

Introducing the Haden 6L Air Fryer, a kitchen essential for healthier and more convenient cooking. With its generous six litre capacity, the air fryer offers ample space to prepare dishes with ease. Its sleek design and compact footprint make it a stylish addition to the kitchen countertop.

Using advanced air circulation technology, the Haden 6L Air Fryer ensures even and crispy results while requiring little to no oil, perfect for guilt-free frying, roasting, baking, and grilling. Cleanup is a breeze thanks to the fryer's removable non-stick basket and drip tray, allowing for easy maintenance and convenience after each use. The air fryer empowers users to create delicious meals with minimal effort and maximum flavour.   Haden



Products New

Exclusively stand EH214

6: Polti La Vaporella XM84C

For over 40 years, Polti, an Italian household appliance manufacturer, has been a global leader in steam technology. Pioneering innovative and ecofriendly cleaning solutions, Polti empowers families to achieve a healthier and more hygienic home environment. The Italian-made Polti La Vaporella XM84C steam generator iron tackles wrinkles with ease, leaving clothes smooth and fresh.

Experience unparalleled ease and precision with the four pre-set ironing programs, which combine temperature and steam for perfect results. Plus the eco function setting ensures the ironing routine is not only effective but also environmentally conscious. Say goodbye to limescale buildup with Polti’s innovative No Calc Long Life technology.   Polti



Exclusively stand EH426


Small but mighty distribution at its best

For over two decades, EPE International has stood as a cornerstone in the distribution of SDA in the UK, shaping the industry landscape with its commitment to brand partners and customers. From humble premises in Huddersfield to state-of-the-art facilities in West Yorkshire, ceo Noel Pamment and md Harry Singh share their vision with PE.

The origin of the company traces back to the enduring friendship between Noel and Harry, a bond that led to a thriving business partnership.

Reflecting on the journey, Noel reminisces: "This has been an incredible journey. We started EPE International from a humble garage in Huddersfield with no more than a couple of products in our bag. 20 years later we are operating from a sprawling 150,000 sq ft facility in West Yorkshire. We are dealing with over 50 global brands such as Russell Hobbs, Tefal, Beko, Hamilton Beach, Rediffusion and Husqvarna –household names synonymous with quality.”

The evolution has been nothing short of remarkable "Despite the formidable challenges of the market," continues Harry Singh, md at EPE International, "our growth is testament to our unwavering commitment to continuous investment in

our people, facilities and a relentless pursuit of excellence." He says: "Our success is owed to the dedication of our staff, the strong relationships with our brands partners and the loyalty of our customers.”

Harry is quick to add that “it’s a family business, with family values and half of our staff have been with us for over a decade.”

"We have kept the same values as the first day when we started,” notes Noel. “The only difference is that we have matured significantly, accumulating a wealth of knowledge spanning from products, markets and sales strategies, all of which we have seamlessly integrated into bespoke solutions for our customers. We are dedicated to help every retailer to be successful.”

EPE's recent exclusive distribution agreements with leading US brand Hamilton Beach and the iconic Rediffusion underscore its commitment to maintaining market leadership. "These strategic endeavours are poised to amplify our focus on delivering greater value, broadening choices and fortifying our market dominance," emphasises Harry. "EPE's vision is crystal clear and ambitious: to become the go-to destination for retailers for SDA products,” Noel reiterates. “We aspire to forge enduring partnerships with retailers, offering a seamless and comprehensive service experience at great value.”

It is clear that EPE International boasts a formidable presence backed by ambitious plans. Fuelled by dynamic energy and bolstered by a robust portfolio of brands and products, the company is primed to consolidate its position as a market leader and continue to exert a profound influence in the industry. Definitely one to watch.

For further information, visit, email or call 0844 800 8055.


1: Homend Grilliant

Grilling made brilliant. Cook confidently with Grilliant's innovative design featuring a 180°C adjustable dip tray. Thanks to its detachable plates, five set programmes and timer, grilling is effortless. Grilliant knows and talks – it tells users when to put the sandwich in and when to take it out. Its elegant glass surface and LED display make kitchen counters slick. Let this grill do the talking while you savour the flavours.


T: 08000 448181



Exclusively stand EH458

2: Salter Aspen collection

The new Aspen collection presents a range of kitchen electricals in brushed silver with chrome accents. Encompassing a variety of food prep lines including blenders, stand mixers, food steamer and soup makers, Aspen offers consumers a comprehensive selection of coordinated appliances. The metallic palette adds a contemporary touch and will match any décor style.

Salter Housewares



Exclusively stand EH267

3: Homend Airfryday

Homend’s air fryer offers a slick design and interior light, making Airfriday worthy of exhibition on kitchen counters. Its 6L basket capacity is ideal for family feasts and its 12 cooking programmes make air frying easier than ever. Airfriday’s double-sided heating system and steam function ensures tender, juicy and evenly cooked results.


T: 08000 448181



4: Hamilton Beach Ella Collection

Hamilton Beach is expanding with the Ella collection, a range of stylish designs comprising of a Kettle, two slice Toaster and a Filter Coffee Machine to integrate seamlessly into any modern kitchen. With its blend of contemporary design, practical features, and trendy colours, the Ella collection is sure to resonate with consumers seeking to enhance their kitchen aesthetics while prioritising convenience and performance.

Available in four matt finish colours - latte, white, black and mint

The Hamilton Beach Ella collection is solely available from EPE International. EPE International



T: 0844 800 8055

Exclusively stand EH000

5: Polti Vaporetto Smart 110 Eco

For over 40 years, Polti, an Italian household appliance manufacturer, has been a global leader in steam technology. Pioneering innovative and eco-friendly cleaning solutions, Polti empowers families to achieve a healthier and more hygienic home environment. Now, consumers can experience the cleaning revolution with The Polti Vaporetto Smart 110. The versatile steam cleaner harnesses the natural power of steam to sanitise and deep clean all home surfaces, including floors and even delicate wood finishes.

The Vaporetto Smart 110 Eco tackles dirt, grime and even stubborn stains without detergents or harmful chemicals, using only steam. Its innovative Eco Function reduces water and energy consumption, making it an environmentally friendly choice for the cleaning routine.




Exclusively stand EH426

6: Hamilton Beach VisionCook Dual Air Fryer 9L

Hamilton Beach unveils the VisionCook Dual Air Fryer, featuring a sleek design and powered by Vortex technology for rapid cooking. With a generous 9L capacity, it can accommodate a full family meal, divided into two zones for versatile cooking options.

With Match Cook and Smart Finish, both zones are ready and cooked to perfection at the same time. Plus, the window lets consumers have a peek at their food without opening the Air Fryer. The VisionCook Dual Air Fryer 9L is exclusively available from EPE International. EPE International



T: 0844 800 8055

7: Tower Sera Mulberry Pyramid Kettle

Introducing the latest trend-leading colour from Tower for 2024/2025, Melot, a beautiful deep hue that evokes a sense of tranquillity and sophistication. The deep red shade captures the richness of velvety berries, exuding opulence and luxury with its sumptuous tones. Its deep velvety hues are sophisticatedly paired with a smoked black trim creating a timeless and elegant look in any kitchen. The collection will also launch in Ivy Green, which embodies freshness and vitality, bringing a sense of rejuvenation and tranquility to any space.



T: 03332206070


Exclusively stand EH404

THE INDUSTRY’S CHERISHED ANNUAL CELEBRATION Royal Lancaster Hotel, London Book your tickets today at SAVE THE DATE! WEDNESDAY 2 OCTOBER 2024 ENTRY NOW OPEN For trade enquiries contact:

Experience culinary convenience at its finest with Haden’s Microwave Range – the essential kitchen companion that effortlessly combines affordability and high quality. Elevate your cooking game at a price point that suits every budget.

DISCOVER HADEN MICROWAVES Elevate Your Kitchen Experience

1: bamix Deluxe handheld food processor

The bamix Deluxe is one of the smallest, most efficient and versatile food processors in the world. Crushing, chopping, mashing, whipping, grinding, pulverising and grating are turned into simple jobs, and the bamix promise provides a lifetime guarantee for the bamix motor.

The Deluxe makes preparing any food a breeze, from soups to shakes - always perfectly processed. This blender is an irreplaceable kitchen appliance which, with its many accessories, will find a place in any kitchen. This stylish blender can easily cope with almost all kitchen tasks.

100% Made in Switzerland - outstanding quality, as well as years of durability.

Burton McCall

T: 0116 234 4611


2: NoStik Air Fryer Liner Dual Basket Set of 2

The NoStik Air Fryer Liners are designed to keep your air frying appliances clean, avoiding mess in your kitchen and reducing the time needed for cleaning up after cooking. The Dual Basket Set comes with two outer and two inner liners, perfect for dual compartment air fryers.

The food-safe, non-stick coating not only withstands heat up to 260°C, but is also long lasting, making the liners durable and reusable. Each liner can be simply cut to size - Liner one keeps the outer of the air fryer clean, while liner two avoids food sticking to the inner basket.

Burton McCall

T: 0116 234 4611


3: VQ Laura Ashley 4-Slice Toaster – China Rose

The VQ Laura Ashley 4-slice Toaster is a multifunctional toaster which not only makes the perfect toast, but can cook bagels, crumpets and thick-sliced bread. The VQ Laura Ashley 4-Slice Toaster is the perfect match to make breakfast and style the kitchen at the same time.




4: VQ Laura Ashley Stove Top Kettle – China Rose

The VQ & Laura Ashley Stove Top Kettle offers the simple pleasure of a cup of tea or coffee in the comfort of your own home. Enjoy the convenience of boiling up to 10 cups of hot water quickly and safely with a durable stainless-steel construction, ergonomic design, and safety features.

Multi-stove compatibility ensures it can be used with any stovetop and the food-grade safe stainless steel keeps water fresh and clean. The easy-open spout and spring-loaded lever make pouring a breeze, while the hand-applied Laura Ashley China Rose designer print adds a touch of style to the kitchen.


Products New



5: PIFCO Smooth Dry & Curl 2500W Hairdryer

Experience salon-quality results at home with the PIFCO Smooth Dry & Curl 2500W Hairdryer. This powerful hairdryer features an ionic technology to help reduce frizz and flyaways for a super smooth finish. It offers three heat and two speed settings, along with a cool shot function, to suit your styling needs. The hairdryer's concentrator nozzle ensures precise drying and styling, while the included diffuser attachment is perfect for creating voluminous curls. PIFCO has been creating salon ready hair care products since the 1950s.





Explore Haden’s collection of iconic kettles, toasters and cutting-edge air fryers and microwaves.

Elevate your cooking experience with our fusion of timeless design and innovative technology. | For trade enquiries contact:

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