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Market focus
the stores of our retail partners. The ability to sell online through Amazon means we’re seeing sales of full ranges – where people are kitting out their homes with all items within a matching range.” However, practical design features are also winning over consumers. Emma picks two Kleeneze products that are currently seeing high demand:” Our self-wringing squeegee mop is a new favourite, with a self-wringing feature on the handle that can be used without having to bend down. Our Electrostatic Rubber Head Floor brush is great for stubborn dirt, dust and pet hair.” Hygiene, practicality and style are all represented by Eva Solo’s Nordic kitchen sweep dustpan and brush set (from Forma House). With washable silicone bristles, the brush is designed for keeping worktops clean. “It can be used for both wet and dry sweeping, while the dustpan itself is designed with a sharp edge, so it’s easy to sweep into,” states Forma House’s business development manager, Simon Maghnagi. “When not in use, the brush clicks neatly into the dustpan to save space, and the integrated leather cord can be used for hanging up the set so it is always within easy reach.” As Janine Davies, marketing manager at Addis points out: “Cleaning continues to play an important role in mental health.” Hence the brand’s current ‘clean and neat’ PR campaign “is all about taking care of the things you can and the things you love, old and new,” reflects Janine. She continues: “Cleaning products that keep the home bright and sparkling like new
and clutter-free continue to be crucial going forward.” She cites Addis’ new multipurpose caddy, which is part of its eco range and made from 100% recycled plastic. “Storage is crucial to help maintain a clean and neat space, and this caddie can be used for composting, recycling, storing refills of washing powder or clothes or even used for disinfecting reusable face masks after use.” Janine is among those recognising the importance of eco-credentials, noting that: “The Harvard business review June 2019 stated that products marketed as sustainable grew 5.6 times faster than the conventional counterparts.” Greener Cleaning (from Vitality House) has seen its sales soar in the past year, reflecting Cleaning has partnered with the marine campaign group, Surfers Against Sewage. The brand is also proud of its high performance cleaning credentials, with, for example, “Extra tough scrubby brush bristles, feathered broom ends and soft rubber edges,” notes director Megan Smith. New product launches include limited edition dish brush colours, such as vibrant orange and pastel pink, and useful sink-side accessories such as a soap dispenser dish, sink tidy and hand-wash dispenser. “We are seeing huge growth worldwide with more sustainable products that do not compromise on quality,” acknowledges Megan. its approach to providing more sustainable solutions as well as clever design features. Its cleaning tools – including colourful washing up brushes, telescopic broom, dusters and its new ‘Lobby Set’ dustpan and brush in blue – are made from 100% recycled plastic. Moreover, the brand signed up to 1% for the Planet in 2019, and donates 1% of all sales to specific charity initiatives to combat plastic pollution and reduce the impact of single use plastics. In the UK, Greener
In the pink for charity Dishmatic (from EasyDo Products) supported October’s Breast Cancer Awareness Month with three limited edition washing up tools: the pink Dishmatic Style, pink Dishmatic Glide and stainless steel scourer Dishmatic Scrubbee with a pink sleeve. This is the fourth year that manufacturer EasyDo Products has backed Against Breast Cancer (UK) with a donation of £10,000. The charity funds pioneering research into new breast cancer treatments, tools for earlier diagnosis, as well as advice to reduce the risk of recurrence and secondary spread of the disease. EasyDo’s donations have already funded a vital bio bank (a type of specialist freezer storage) for samples from a diet and lifestyle study. The study, which involved more than 3,000 women diagnosed with breast cancer, helped identify certain activities to help reduce the risk of developing secondary cases of the disease. Laura Allen, Dishmatic’s marketing manager commented: “Every year we are touched by the support from our loyal fans and customers who go pink to raise awareness for breast cancer.”
PROGRESSIVE
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HOUSEWARES
Top: “Kleeneze is all about colour and having fun in the home, with quirky gadgets and cleaning solutions,” states Emma Greenhalgh, trading director for Kleeneze (from Ultimate Products). Above left: Space-saving products such as airers from Addis are appealing to consumers who are getting their homes more organised.
Below: Beldray’s new Detergent Steam Cleaner.