Jersey Putty Kettle
Electric avenue
Welcome to the 11th annual edition of Progressive Electrical. As always, there’s so much to explore in the sector at the moment, with shifting consumer trends and purchasing habits and new innovation across the board.
It seems the upward trajectory of the mighty air fryer has finally begun to level off. NIQ’s Bruce Denton has provided his annual review of the SDA market, which shows that the UK now has an impressive 55% penetration of air fryers. Although new sales may be slowing, however, there is a wide range of innovation being introduced for those beginning to upgrade their original models.
The star of the show for 2024 in the SDA sector was hot beverage makers. Tea and coffee machine sales saw their biggest year ever last year with sales up 10% year-on-year. Bruce explores the figures further in his column on page 8.
Earlier in the year, the Inspired Home Show showcased a wide range of new product launches in the sector and we highlight some of the hot picks later in the issue too.
As we head into the second half and approach the golden quarter, suppliers have a wealth of new product in development and ready to launch at Exclusively. We found out about their plans, as well as the trends being seen in the market and how the sector is faring in general in the market focus feature on page 14.
After Exclusively, it won’t be long until the winners of the Excellence in Housewares Awards are announced on Wednesday 1 October at the Royal Lancaster, London. Be sure to book your tickets and tables at max-tickets.net to avoid disappointment.
NIQ insights
Show review: Inspired Home Show
Exclusively preview: Sabichi
Market focus: SDA
Exclusively preview: Polti
Team PE looks forward to seeing you soon at Exclusively – do get in touch if you’d like to book a meeting at the show.
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12 5-7 8-9 11 12-13 14-15 18 11 News
Left: Team Progressive Electrical – Jo Pilcher, Rob Willis and Katie Roberts-Mason.
Dualit appoints new vp of North America
Yvette Laugier has joined Dualit as vice president of North America, overseeing its retail and commercial operations across the US and Canada.
Yvette brings a wealth of experience in retail distribution, she opened the North American headquarters of a European manufacturer as its managing director, establishing herself as a leader in the sector.
Yvette’s deep understanding of the market, coupled with her tenure with the International Housewares Association (IHA), positions her perfectly to drive growth and expansion for Dualit in North America.
Alex Gort-Barten, sales and marketing director, said: “Yvette is widely known and respected within the industry, and her expertise and leadership will help us grow our presence in North America by supporting our retail partners and communicating the Dualit story through their marketing channels.
“This is an important step for Dualit and our continued expansion globally, so we are very excited about the opportunities that working with Yvette will create.”
In addition to her professional accomplishments, Yvette remains active in the housewares community. She has served on the IHA’s board of directors, is a past chairman and currently participates in key committees. Yvette is a regular attendee of the IHA’s CORE (Chief Officers Reaching Excellence) regional meetings.
SharkNinja sales increase 14.7% in Q1
SharkNinja has reported its financial results for the first quarter ended 31 March, 2025.
During the period, net sales increased 14.7% to $1,222.6 million, while gross margin and adjusted gross margin decreased 10 and 60 basis points, respectively.
Net income increased 7.5% to $117.8 million. Adjusted net income decreased 16.7% to $123.8 million.
Mark Barrocas, chief executive officer, commented: “SharkNinja began 2025 with strong momentum, delivering nearly 15% top-line growth in a challenging market environment while demonstrating the remarkable adaptability and problem-solving capabilities that define our culture.
“Our three-pillar growth strategy continues to drive substantial market share gains across our expanding portfolio, as we innovate in new categories, grow share in existing segments, and advance our global footprint.”
Cleaning Appliances net sales increased by 4.6% to $441.4 million.
Cooking and Beverage Appliances net sales increased by 4.9%, to $345.9 million, driven by sales of the Ninja Luxe Café espresso machine and the strength of Ninja Crispi in the US.
Food Preparation Appliances net sales increased 45%, to $297.4 million, driven by strong sales of the frozen drinks sub-category, specifically the Slushi and ice cream makers sub-category.
Geographically, domestic net sales increased 15.1% and international net sales increased 13.7%. International sales growth includes the unfavourable impact of the transition of SharkNinja’s Mexico business from a distributor to direct model, as well as the timing of Easter and key new product launches in the UK.
For the full year, SharkNinja expects net sales to increase 11% to 13% (above the prior expectation of 10% to 12%) and adjusted net income per diluted share between $4.90 and $5.00, reflecting a 12% to 14% increase compared to the prior year (above the prior expectation of between $4.80 and $4.90, reflecting a 10% to 12% increase).
VQ expands Laura Ashley partnership into the US
Marquee Brands, the owner of the Laura Ashley brand, has expanded its partnership with home electronics specialist VQ beyond the UK, also granting the company US licensee status.
After a strong launch Stateside in 2024, this growth brings an even broader range of products to the US market.
The collection includes toasters, kettles, slow cookers, blenders, hand mixers and electric stand mixers, all featuring Laura Ashley heritage prints such as Elveden Navy, Elveden White and China Rose.
“This is a thrilling milestone for us as we expand Laura Ashley’s presence in the US market,” commented Natasha Fishman, chief marketing officer at Marquee Brands. “We are proud to combine Laura Ashley’s rich heritage with VQ’s innovative technology, making everyday kitchen tasks both delightful and stylish. This expansion reflects our commitment to bringing beautifully designed, high-quality products to more homes across the US.”
Jonathan Merricks, ceo and creative director at VQ, continued: “Leveraging over 15 years of award-winning brand and manufacturing experience in audio products and small appliances, we are excited to honour Laura Ashley’s timeless design legacy by expanding our VQ line of Laura Ashley kitchen electrics with Marquee Brands.”
Smeg hires new head of SDA
Josh Crowhurst has joined Smeg as the new head of small domestic appliances.
Josh commented: “I am incredibly excited to join the team at Smeg UK as head of SDA, in what is to be an extremely busy year for SDA growth. The vision is clear on where we want to take the brand and I can’t wait to get going and explore the opportunities in the UK. The roadmap looks strong.”
Prior to his appointment, Josh headed up the UK/Irish/French markets for a Swedish premium SDA design brand, building the UK market from scratch and gaining placement across key retail, as well as delivering a UK entity and local warehouse.
Josh also has experience in the consumer electronics sector, heading up UK/Ireland retail for The Marshall Group (formerly Zound Industries.
“Smeg is an iconic household brand with strong heritage and my goal is to deliver the plans/vision put in place by our md, Daniel Hadley and the Smeg HQ in Italy to grow the market share percentage within UK, cross-category in SDA with the strong support of my team,”
Josh continued.
Below: The company experienced growth across all four key product sectors.
Right: Yvette Laguier, vice president North America, Dualit.
Below: The VQ Laura Ashley range feature toasters, kettles, slow cookers, blenders, hand mixers and stand mixers.
Below: Josh Crowhurst, head of SDA, Smeg.
Eurosonic partners with Electrolux
ESG is set to launch the next chapter of HomeComfort in the UK and Irish markets through a licensing agreement.
Electrolux and Eurosonic Group have announced a fiveyear licensing partnership to develop a line of products in the floorcare, small domestic appliance and heating and cooling categories.
Building on its legacy and brand strength in the UK and Irish markets, the initial product launches will be available in 2025 and will include corded and cordless vacuum cleaners, wet/dry vacs, stick cleaners and air purifiers, among other offerings.
Eurosonic Group commercial director, Jim Clawley, stated: “I’m absolutely delighted to partner with the Electrolux brand, a name synonymous with excellence and reliability in home appliances. Together, we’re poised to deliver game-changing products that will raise the bar for home comfort and convenience in these markets.”
Managing director, Harpreet Chadha added: “Electrolux is a global giant, and this partnership represents an incredible opportunity for us to bring world-class innovation to the UK and Irish consumers. From the very beginning, our shared vision has been to meet the growing demand for high-quality, sustainable products that are both accessible and aspirational.”
Early conversations with major retailers have drawn significant excitement, positioning Electrolux and Eurosonic Group for a strong debut in 2025.
The partnership was brokered by Electrolux’s global brand licensing agency, LMCA.
RKW unveils new Dual Layer air fryer models
RKW is introducing new Dual Layer Air Fryer models across its British heritage brands, Tower and Swan.
Twin-stack air fryers offer all the functionality of a dual-basket air fryer, but take up much less worktop space.
Featuring a slimline dual layer design, the new Tower Vortx 11L Dual Layer Air Fryer can save 35% of worktop space, while it comfortably fits in cupboards for storage.
Two 5.5L baskets combine for an 11L capacity. Featuring Vortx technology, food will cook 30% faster than in a conventional oven. The Smart Finish function sets different foods to cook and be ready at the same time, while the intelligent Match Cook function will synchronise cooking settings for larger portions of food.
There are six cooking presets, while the digital control panel makes it simple to cycle through cooking settings and temperatures.
The Swan Duo Layer Air Fryer has both baskets stacked on top of each other, saving 30% more worktop space. Its capacity of 11L comprises two 5.5 litre baskets, each big enough to cook a whole chicken.
It comes with 10 pre-set meal selections, a dual cook function and a sync function offering the ability to cook two meals at different settings. All can be controlled on the touch colour digital display, which is fully foldable to save more space.
Both models include a cooking rack to stack multiple food types inside each basket for multi-layer cooking, allowing up to four different food types to be cooked at once.
Dualit celebrates 80 years with limited edition toaster
On 16 October 2025, Dualit will celebrate its 80-year anniversary and is introducing a limited edition of the Classic Toaster to mark the occasion.
Founded in 1945 by Max Gort-Barten, Dualit began as a small engineering company. The brand’s Classic Toaster, first launched in 1952 as a commercial six-slot version, has become a symbol of enduring quality, now instantly recognisable worldwide for its retro design and durability.
The Dualit Classic Toaster combines traditional craftsmanship with modern innovation, with every part being fully repairable or replaceable. Each one is handbuilt by the same person from start to finish in its factory in West Sussex and features the name of the assembler on the base plate.
Over the decades, Dualit has expanded its product line, which now includes four different toaster and kettle ranges, food prep appliances, coffee machines and pods as well as hot chocolate makers.
To mark the anniversary, Dualit is introducing an exclusive limited edition of the Classic Toaster, with Union Jack design as a tribute to the brand’s British heritage.
Alex Gort-Barten, Dualit’s sales and marketing director and grandson of founder Max Gort-Barten, commented: “It seems like only yesterday that we were celebrating 70 years of the Dualit brand, with the last decade going by in a blink. Reaching another milestone after what has been a turbulent decade for so many is a remarkable achievement, and it reflects the loyalty of our customers and the hard work of our team.
“With this limited edition Classic Toaster we’re honouring our heritage and a hero product which looked to a sustainable future even 80 years ago.”
Tefal launches largest air fryer yet
Tefal has added the largest model yet to its air fryer line-up, with the launch of the Easy Fry Dual XXL.
The Easy Fry Dual XXL features combined 11L drawers, with the 6.5L drawer able to fit a 2kg chicken or a 24-inch pizza and the 4.5L drawer suitable for a tray of nine muffins.
The Dual Zone technology enables simultaneous, synchronised cooking of two different dishes. The customisable settings make the Easy Fry Dual XXL ideal for prepping all portion sizes, from single servings to hosting up to 10 people.
With seven pre-set cooking programmes and a manual option the Extra Crisp technology ensures crispier, golden results with little to no oil.
Christophe Leblan, managing director at Tefal UK said: “We are excited to offer our largest and most versatile air fryer yet with the launch of the Easy Fry Dual XXL. This appliance not only provides exceptional capacity for large meals and gatherings, but also allows healthier cooking without compromising on taste and convenience.”
The free Tefal app offers hundreds of recipes and can be filtered by taste, time and even the ingredients in the fridge.
The Tefal Easy Fry Dual XXL is covered by Tefal’s 15-year repairability guarantee. This is part of Tefal’s commitment since 1 January 2022 to provide technical spare parts for almost all products for 15 years after purchase. This ensures that the product can be repaired at a fair price even after the guarantee period.
Above: Initial product launches in 2025 will include vacuum cleaners, wet/dry vacs, stick cleaners and air purifiers.
Above: The Swan Duo Layer Air Fryer offers 11L capacity and foldable touch colour digital display.
Inset: Pub in the Park is curated by Michelin-starred chef Tom Kerridge.
Above: The Union Jack design will only be available throughout 2025, with the 4-slot launching in the UK and 2-slot in export markets.
As SDA sales figures return to a normal level post-pandemic and air fryers are now firmly established in homes across the UK, Bruce Denton, client solutions consultant at NIQ, takes a look back at the SDA market over the last year and the rise of the coffee machine.
Bruce Denton
Brewing up a storm
Confession - I have never been to a football match, never watched The Godfather or Avatar and can count the number of cups of coffee I have ever drunk without having to use my toes as well as my fingers.
There, it’s out there. So that puts me firmly in the minority. Football and films are a conversation for another day (or publication), but just because I prefer my beans baked in tomato sauce rather than roasted and ground, doesn’t mean I am not impressed by the growth in coffee machines over the last five years.
Most SDA appliance categories enjoyed a pandemic boost over 2020 and 2021, but subsequent years saw markets return to pre pandemic levels and SDA saw its short-term increase in share of the consumer wallet decline. Air fryers saved the day for the SDA category and were the must have appliance of 2022 and 2023 as consumers battled with rising energy bills. Despite energy prices still increasing, this category is in decline from its peak in 2023 as GB household penetration nears 55%*. Average selling prices for both single and double drawers have reduced as competition in
Below right:.Salter offers a range of coffee machines to suit differing needs.
Right:
the market has heated up quicker than last night’s leftovers and the category looks to grow via late adopters, more ‘normal’ replacement cycles and brand-led innovation.
But hot beverage makers (HBM) continue to cause a stir, which is proving more than a storm in an espresso cup.
According to the Office for National Statistics, in the autumn of 2024 more than a quarter of UK workers were hybrid working and there has since been much debate around the topic ever since. Whatever your views on hybrid working are, from recognising the wider benefits on the environment (and consumers’ wallets), to less commuting miles, to rising concerns around a lack of collaborative learning among teams, meaning working silos are no longer just something found on farms, one thing is for sure, increased hybrid working = a demand for better quality coffee at home.
Globally, demand for whole coffee beans was up 10%, while full automatic espresso machines, traditional pump espresso machines and single serve (capsule coffee) were up 7%, 1% and 2% respectively.
Here in Great Britain, HBM had its biggest year ever in 2024, with market values 10% up vs 2023 and 3% up on the previous pandemic driven high of 2021. Full automatics, traditional pump espresso and single serve machines all enjoyed value and volume growth and this continues into Q1 2025.
Single serve machines with the lowest average selling price (<£80) offer an easy ‘in’ to the category, but the cost per cup is higher here and there are concerns around the environmental impact of one-use capsules – although recycling opportunities and initiatives are improving.
For consumers who have some worktop space left after the recent addition of the air fryer, have a threefigure budget, a desire for a lower cost per cup, want more drink personalisation and are looking for a high ‘roast and boast show-off score’, full automatic machines and traditional pump espresso machines are the firm favourites.
Free standing full automatic models, that remove the risk and difficulty involved in crafting the perfect coffee
and make the process more ‘black or white’, had the highest category growth of +22% in 2024.
Traditional pump espresso machines do require a little more understanding and experience to enable consumers to master the art of putting more ‘them’ in the brew and short of coming with a pen to write your own name on your cup, truly inspire users to be a barista at home. As new innovation from major SDA brands grows in awareness and distribution in Q1 2025, these machines outsell full automatics in value terms. It would appear, as long as GB workers continue to enjoy the benefits of working from home, leading to a reduction in commuting caffeine and they deprive themselves of the use of the fancy office coffee machine, the future for hot beverage machines will continue to perk up. Coffee still doesn’t do it for me though … but I am not bitter.
For further information, please contact Bruce Denton, client solutions consultant at bruce.denton@nielseniq.com.
I USE STEAM EVERY DAY BECAUSE I CARE ABOUT MY WOOD FLOOR.
Steam makes you feel good.
Polti, an Italian global leader in steam technology since 1978, offers solutions to improve quality of life while respecting nature. Polti Vaporetto steam cleaners are the effective solution for sanitising floors and all surfaces in the home without chemicals, including wood. See us at EXCLUSIVELY 10 to 11 June 2025, Stand EH426
Chicago: 125 and counting
Wired & Well in North – one of the two halls making up this inspirational show for all things housewares – has a strong mix of kitchen and home electricals, much of it with a designer feel or an explosion of colour. There are plenty of brands offering snapshots of a colour palette for instance, like Aroma with mini rice cookers in pastel colours, Saki with its minimalist display setting it apart, or CE North America, distributors of Farberware and Electrolux. The SDA in its Collezioni Color Collection were designed to match the white goods – or rather the pastel pink, green and blue goods.
A great place to start to get an idea of what’s on offer is the Global Innovation Awards (gia) displays in the main lobby area of North Hall. This features products from all the Excellence in Product Design categories with SDA represented by the Kitchen Electrics category.
The winning product was a coffee maker featuring grinder, brewer and scale in one from xBloom Studio. Finalists were coffee machine brand Jura, IRIS with a multi-cooker, Sourhouse with the DoughBed dough proofer and the DREO countertop water filter from Shenzhen Hesund Innovation Technology.
The other gia awards are Excellence in Retailing (which is an amazing visual journey as you explore displays from retailers from across the world) and Excellence in Student Design. Most of the student finalists and winners are available at the show for visitors to meet. Highlights this year in electrical products included Alex Marovec from Western Michigan University, with the Nimbus selfcleaning and self-refilling electric mop – and he was only third place.
SDA and home tech is a major part of the offering at the Inspired Home Show, which this year celebrated its 125th edition. PH walked the aisles.
There were big brands in Wired & Well, with big stands to match. Cuisinart had product displays both sides of the aisle. The electricals focus was SDA and grilling, alongside its housewares offer. British SDA brands included Haden, Dualit and New Dawn Innovations with its quintessentially-British look with licences like Cath Kidston and Laura Ashley.
North Hall splits between Wired & Well and Clean & Contain, with SDA to be found on other stands in South Hall, often alongside housewares or ‘dine & décor’. The Cookware Company had SDA like slow cookers, alongside its GreenPan cookware and a huge display of GreenLife tabletop and accessories, while Bodum - back at the show after a long absence - had kettles, toasters, grinders, pour-over coffee makers and
coffee makers.
vacuum
Left: The Inspired Home Show, which celebrated its 125th edition, runs for three days and welcomed attendees from 115 countries.
Left: Bodum was demonstrating products with a strong design vibe like this electric vacuum coffee maker.
Below: Showing the new proofing tool the DoughBed, which was a finalist in the Kitchen Electrics gia awards, were Erik, Antoinette and Jenny from Sourhouse.
Ahead of Exclusively, PH catches up with Sachin Bagga, brand owner and director of Haden and PIFCO, to discuss how both brands are growing across small and major domestic appliances, homewares and personal care. With a clear focus on product relevance, retail flexibility and category insight, Sachin shares how each brand is responding to today’s evolving home and lifestyle expectations.
Power up
over 150 years of manufacturing experience, the brand has been a pioneer in the SDA sector.
More recently, Haden has expanded and built strong recognition in the microwave and MDA space too, particularly refrigeration and cooking and is further extended its offering to include more appliances and kitchenware, to grow into a full kitchen brand.
Sachin Bagga, brand owner and director explains: “The expansion felt like a natural progression. We see the kitchen as one connected space and customers were already asking for more from us.
“Adding cookware and introducing new white good products has allowed us to offer a more complete experience. The aim is not to expand for volume, but to create coherence through a design-led approach that reflects how people live today.”
So far, the new ranges are being well received. Sachin continues: “The response has been very positive. As we introduced new categories, we saw clear interest in products that contribute to a more coordinated home.
housewares sector. “We stay close to our purpose,” Sachin explains. “Every product we launch is part of a considered offer, not just a release.
“Our digital-first approach helps us understand how people live, what they are drawn to and how preferences evolve. At the same time, we stay focused on retail performance and making sure products are ready for shelf and platform. It is about listening, adapting and improving at every
This approach helps Haden to remain close to what customers want. Sachin furthers: “We listen carefully across all channels. Social media, customer service, retail conversations and influencer feedback all help us understand what
“People want their kitchens to feel considered, not pieced together. That thinking informs everything we develop, ensuring that design, quality and function come together in a way that works in real homes.”
One of the highlights of the past year has been the launch of the Haden microwaves. “Our microwaves continue to be
Right: Haden will launch its Sensor Touchscreen kettle and toaster, made for clean, functional living at Exclusively.
Right: Haden is expanding its product offering, to become a full kitchen solution.
Right: The Ribbed collection in the Putty colourway.
stay focused on what matters most to people in their everyday routines.”
This focus is also reflected in the brand’s plans for the future. “We are focused on steady, purposeful growth,” Sachin outlines. “There is more to explore within the kitchen space and we want to continue developing in ways that feel right for the brand. We will keep refining, keep listening and keep delivering products that feel relevant and long-lasting.”
As the brand readies for Exclusively, Sachin tells us a little more about the plans for the show: “Exclusively has become part of our rhythm. It is where we reconnect, meet new partners and show what Haden represents. We will be sponsoring the show again this year and using the space to spotlight key launches, including our Cedar Green colourway. It is a calm and modern green developed to suit both traditional and contemporary kitchens.
for clean, functional living and introduce new air fryer lines in response to growing demand for practical, well-designed cooking
PIFCO is a British brand with a long-standing presence in home appliances. Sachin tells PH: “We have owned the brand for five years and saw real potential to build on its heritage through our commercial and product expertise.
“Since then, we have expanded the portfolio across floorcare, haircare and bathroom items, while introducing new product development tailored to today’s retail needs. The brand has been structured to support both direct sales and flexible commercial models, including private labelling, which allows our partners to work with PIFCO in a way that suits their format and customer base.”
New collections in the PIFCO portfolio include the Ripple collection. “The Ripple collection is a clear reflection of how we are evolving the brand” says Sachin. “It offers a clean, design-led look in Natural and Teal finishes that feel modern yet affordable. Positioned at entry-level price points, it still delivers aesthetic appeal, which is increasingly important to value-conscious consumers.
Alongside this, PIFCO is continuing to develop personal care and utility lines, from expanded bathroom accessories to updated grooming tools. “Our heated airer remains a consistent bestseller and highlights how practical, high-use products can support growth when matched with the right pricing and presentation,” offers Sachin. These launches are developed with an evolving SDA sector in mind. Sachin comments: “The SDA market has become more selective. Consumers are buying with greater intention and comparing design and function just as much as price. That has created opportunities for
brands that bring clarity, consistency and relevance across channels.
“For PIFCO, adapting means refining our offer, focusing on products with a clear value story, and presenting them in a way that works both in-store and online. We are also more responsive in how we work with retail partners, offering category planning and commercial flexibility to support different sales environments.”
At Exclusively, PIFCO has a strong message to convey. “Exclusively gives us the chance to show how the brand continues to grow,” says Sachin. “We will be previewing our latest bathroom and personal care lines, including mirrors and grooming essentials, along with updates to our best-selling heated blankets and utility range.
“These launches reflect a broader vision of the brand that goes beyond kitchen appliances and into everyday home needs. It is also a great moment to connect with partners and have those face to face conversations that really matter. If you are stopping
Above : Haden microwaves have won multiple awards and been selected in many endorsement schemes.
Left: The new Haden Cedar Green collection features
Left: The new Ripple range offers a clean, design-led look in Natural and Teal finishes that feel modern yet affordable.
A power of good
While economic pressures are still affecting SDA sales, the consensus is that the sector remains resilient and signs of growth are present. PH chats to suppliers to find out more about the market.
The SDA sector isn’t peculiar in being hit by economic pressures, but it seems to be holding its own. James Barton, SDA category director, RKW tells PH: “The SDA category is holding strong, even against wider retail challenges. Consumers are still spending on home improvements, especially appliances that offer real benefits day-to-day.
“Retailers that showcase innovation and clearly communicate features – in-store and online – are seeing the best results. It’s also helped by the fact that many appliances now support energy saving, a huge consideration right now.”
Marcus Lux, head of Gastroback UK, export and business development, agrees:
back to 1928 in the USA and has a strong heritage in innovation, which provides a solid foundation of trust and product expertise.”
Matthew James, product manager, Smeg, continues:
“There’s a great energy across the SDA sector.
Consumers are continuing to invest in making their homes more functional, stylish and sustainable and we’re seeing that reflected in the numbers.
“From our perspective, 2025 is off to a strong start and all signs point to continued growth. With exciting launches ahead and a real appetite from consumers to upgrade their kitchens, we’re feeling confident.”
Continued pressures on finances necessitate different priorities from consumers, however. Pauline Clements, UK sales and marketing manager, Ankarsrum, explains: “With buying decisions becoming more considered, consumers are influenced by a mix of personal values, needs and economic pressures.
“External economic and supply pressures will always have an impact, they just need to be well-managed. We don’t anticipate any major issues going forward, although the whole industry is waiting to see what the outcome of the US tariff situation is.”
Many are experiencing growth. Noel Pamment, ceo, EPE International comments: “The market remains challenging, but it’s proving resilient, especially within certain segments. For us, it’s a particularly exciting time and we are experiencing good growth.
Hamilton Beach dates
“Value for money, quality and reliability still top the list and are especially important for long-term purchases like SDA. Consumers often turn to reviews, and brand reputation to judge this.”
Natalie Harrison, head of ecommerce and marketing, Dualit, adds: “The SDA landscape has continued to evolve in the first half of 2025, driven by consumer demand for
Right: Ankarsrum’s new Cloudy Pink Assistant Original brings a sense of lightness, joy and creativity to the kitchen.
Right: Ariete’s Breakfast Line Hand Whisk from Bluestem has five speeds and a turbo function.
Far right: The Good Food in partnership with Tower collection includes the 3.5L Digital Slow Cooker.
Below: The new SKC01 Soda Maker from Smeg turns tap water into fizz without the plastic waste.
smarter, sustainable and space efficient appliances.
“Energy efficiency remains a key consideration, both for saving money and reducing carbon footprints. Features such as auto shut off, cup measurements in kettles and slot selectors on toasters – all of which feature in Dualit’s appliances – are highly sought after.”
James furthers: “Performance and practicality are still top priorities, but consumers now also expect added value. That means intuitive features, time-saving presets and energy efficient operation as standard.
“Style plays a big part too – people want appliances that look great on the worktop as well as deliver in the kitchen.”
Ultimate Products is also seeing demand for stylish appliances. Duncan Singleton, trading director, says: “The consumer is loving coordination and this is expanding from kettles and toasters to cover more SDAs.
“We are seeing our trend-led ranges selling well, showing that style, colourway and finish are important. These products are considered purchases and consumers are looking for pieces that enhance their kitchen and match their chosen aesthetic. We closely monitor trends to ensure our collections include something for every kitchen.”
lasting decades and regularly passed from generation to generation.”
Natalie expands: “The use of sustainable materials, not just in packaging, but also in the construction of the appliances, enhances durability and reduces environmental impact. Consumer awareness of product materials is growing and we are proud to meet these expectations. For instance, Dualit’s products are free from BPA, “Furthermore, the demand for compact designs has increased. With a plethora of appliances available on the market, products that can multi-task and save space in small kitchens are being very well received.”
Consumers are also looking for appliances to fit their lifestyle. Nicole Durham, senior marketing coordinator, Bluestem Group, comments: “Successful SDAs combine performance, personality and practicality. Today’s consumers look for products that complement their lifestyles, whether that’s spacesaving designs, multifunctionality or speedy cooking.
“While some appliances, such as pizza ovens, see a seasonal boost, our core SDA ranges deliver strong consistent sales all year round.”
Matthew sees strength in a particular category: “Coffee is leading the charge. From bean to cup and everything in between, brands are going all-in to satisfy every type of coffee lover. We’ve got something very exciting (and very hush-hush) launching in September that’s set to make serious waves in the coffee space.”
Sustainability continues to trend. Pauline says: “There is a continued desire for sustainability and energy efficiency. Ankarsrum is committed to sustainable production practices and longevity focused design so manufactures with durable, materials in Sweden, reducing the need for replacements.
“The energy efficient motor minimises power usage without compromising performance, with machines
This trend has also been observed by Bluestem. Nicole adds: “In particular, we’ve seen success in smaller cooking appliances across brands Statesman, Igenix and Ariete. With many shoppers seeking convenient, energy-efficient ways to cook, compact and versatile appliances are in demand.” Noel agrees: “Consumers are looking for relevance –products that meet everyday needs. They want appliances that inspire confidence through quality and reliability, allowing them to cook with ease and trust the results. It’s about delivering value through a combination of design, performance and affordability.”
A similar balance of factors is how Marcus sees successful product. He concludes: “Convenience, durability, value for money. These are all important factors when consumers look to buy SDA – design helps too and we have consistently offered good looking and stylish products throughout our 35 years in the business. Overall, a good quality product will win through.”
Above: Salter Toronto, now available in forest green.
Left: The Gastroback Design Multi-Power Blender Mix & Soup is a 2000W model with
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Beakers & Jug
400ml – 1ltr range available
Polti, a global leader in steam technology brings steam power and sustainability to homes with its innovative and sustainable steam solutions, which will be on display at Exclusively Housewares 2025.
Polti, a pioneer in steam cleaning, firmly believes in the natural power of steam. For over 40 years, steam has been the secret behind Polti’s products, offering a sustainable and natural method for cleaning and sanitisation. The steam of Polti products promotes a sense of well-being, making consumers feel good about the care they give to their home and loved ones.
Polti steam solutions: Eco-friendly, effective and fast
The Polti Vaporetto Pro 8X Eco Plus is an effective, practical and easy-to-use steam cleaner for all surfaces and floors, even the most delicate ones like wood. It features unlimited autonomy, avoiding interruptions during cleanings sessions and is equipped with a highpressure boiler capable of reaching up to 5 Bar.
What sets the Pro 8X Eco Plus apart is its commitment to eco-efficiency, designed to limit the consumption of water and energy. Additionally, it comes with numerous accessories, making it an ideal ally for cleaning the entire home.
The Polti Vaporetto Smart 110 Eco is a versatile steam cleaner that combines effectiveness and practicality for the well-being of your home. It harnesses the natural power of steam to deep clean all home surfaces, including delicate wood finishes. It eliminates the need for harsh chemicals, tackling dirt, grime and stubborn stains with its innovative eco function, which reduces water and energy consumption.
The Polti Vaporetto SV650 is designed to provide versatility and high performance for a variety of cleaning tasks. The steam mop is ideal for those looking for an all-round solution, effectively cleaning floors and surfaces without the use of chemicals. Combining practicality and power, the SV650 offers a chemical-free clean that consumers can trust for their home.
efficient and environmentally friendly, ideal for those who seek top-tier performance with a sustainable approach to garment care.
A focus on sustainability: Steam makes you feel good
“Polti’s commitment to sustainability is at the heart of every product.” comments Louise Hickling, sales director at Polti. “The Polti Vaporetto Smart 110 Eco and Polti Vaporetto Pro 8X Eco Plus both represent the brand’s dedication to reducing energy consumption and improving air quality while delivering unbeatable cleaning results.
“These products not only help maintain a clean home, but do so in an environmentally friendly way, which is more important than ever as we move towards a greener future, improving the well-being of the home and family: Steam makes you feel good.”
Experience live the power of Polti steam technology
The Polti La Vaporella XT120C steam generator iron delivers precise and efficient ironing, tackling wrinkles effortlessly. With six pre-set ironing programs and No Calc Long Life technology, it ensures flawless results every time. The eco function optimises the ironing process, making it both
Polti will be demonstrating live at the Exclusively Show how Polti Vaporella Steam Generator Irons offer fast and flawless ironing, effortlessly removing creases from garments. Experience the power of Polti steam technology first-hand to see how Polti La Vaporella XT120C Steam Generator Iron is reliable, powerful and smart.
Polti Vaporetto Steam Cleaners will also be demonstrated to show how they provide an effective solution for cleaning the whole home without detergents or chemicals in a quick and easy way: ecofriendly, effective and fast.
For more information about Polti and our participation in The Exclusively Show, please contact Polti UKPhone: 07973 179129 | Email: beverley.martin@polti.com • www.polti.co.uk
Right: The Polti La Vaporella XT120C steam generator iron delivers precise and efficient ironing.
Right: The Polti Vaporetto Pro 8X Eco Plus features a high-pressure boiler capable of reaching up to 5 Bar.
Right: The Polti Vaporetto Smart 100 Eco offers an innovative eco function, which reduces water and energy consumption.
Below: The Polti Vaporetto SV650 steam mop is ideal for those looking for an all-round solution.
1. Haden Sensor Collection
Defined by its smooth black glass finish and streamlined shape, the Haden Sensor collection offers a sleek, contemporary presence in the kitchen. With touch-activated controls and a minimalist aesthetic, it’s designed to bring clarity and ease to everyday routines. A stylish, forwardfacing range built for today’s homes.
Haden
E: info@haden.com
W: www.haden.com
2. Intelligent Pro Soup Maker Plus Grey
Elevate family meals with the Intelligent Control Soup Maker Plus, a 3-in-1 appliance for soups, smoothies, and jams. Its 1.6L capacity serves up to four portions. Enjoy smooth or chunky soups in 30 minutes with one-touch digital controls, timer, and overspill sensor. Precision blades ensure smooth blends, while the durable stainless steel jug and ergonomic handles offer long-lasting performance and easy handling for mess-free, efficient cooking.
Hamilton Beach
T: 01274 752624
W: www.hamiltonbeach.co.uk
3. ZWILLING XTEND Cordless Appliances
Discover a new freedom in the kitchen with the iF Design and Red Dot Design award-winning ZWILLING XTEND Cordless System. Just one rechargeable, exchangeable high-power battery powers all devices - the hand blender, hand mixer and hand-held vacuum - and lets users roam free, providing more flexibility in the kitchen without tangled cords. Maximum freedom with the same performance as corded products. The 12v lithiumion battery charges in 90 minutes for a 120 minute run-time.
Zwilling
E: customerservice@zwilling.co.uk
W: www.zwilling.com/uk/
4. Healthy Living from Gastroback
The Slow Juicer Vita Fresh is a compact model, particularly effective for juicing green leafy veg, herbs, grasses and berries. There’s an extra large feed chute for whole fruit and vegetables, a continuous operation for up to 20 minutes and it’s easy to assemble, with dishwasher-safe parts. All Gastroback products carry a two year guarantee. Other new products include two dehydrators, a smoothie maker, power hand blender set and a multi chopper. Gastroback
E: marcus.lux@gastroback.de
W: www.gastroback.co.uk
5. Salter Toronto Collection
Featuring a 1.7L Kettle, 4-Slice Toaster and 20L Digital Microwave, the Salter Toronto collection blends Scandinavian-inspired design with practical touches. The minimalist aesthetic and soft wooden accents complement a variety of countertops, offering both style and efficiency. The Toronto collection is available in green, black, and white.
Salter
E: sales@upplc.com
W: www.salter.com
6. Aarke Kettle
An electric kettle crafted in stainless steel with a seamless design. The Aarke electric kettle boasts multiple temperature settings, a non-drip spout for perfect pouring, and double-wall design to keep the noise down and the water warm for longer. The result is as elegant on the dining table as on the kitchen counter.
T: 07566 279993
W: www.uk.aarke.com
Products New
1. PIFCO Ripple Natural Collection
Now available in two colourways, elegant teal and warm natural, the PIFCO Ripple collection brings subtle texture and calm curves to the countertop. With its clean lines and distinctive wave pattern, this breakfast set is made to complement a range of interior styles. A modern design story that’s ready to be part of any kitchen line-up.
PIFCO
E: info@pifco.com
W: www.pifco.com
2. XXL Dual Stack 2 Drawer Air Fryer
The Hamilton Beach XXL Dual Stack 2-Drawer Air Fryer offers fast, healthy cooking with an 11L capacity and dual-zone technology for simultaneous dishes. Match or sync settings across drawers for perfect timing. With nine functions, non-stick dishwasher-safe drawers, and a space-saving 40% slimmer design, it’s ideal for any kitchen. Enjoy crispy meals with little oilbacked by Hamilton Beach’s trusted quality and a two year guarantee. Efficiency meets versatility in one compact appliance.
Hamilton Beach
T: 01274 752624
W: www.hamiltonbeach.co.uk
3. Haden Starbeck Collection
Now available in black and ivory, the Haden Starbeck collection brings together form and function with a refined geometric texture across the range. The 20L 800W microwave completes the set alongside a matching kettle and two slice toaster. With its detailoriented finish and cohesive design, Starbeck delivers visual depth and practical performance, offering a considered solution for kitchens where style, consistency and everyday usability are equally important.
Haden
E: info@haden.com
W: www.haden.com
4. Salter Retro Collection
Discover the Salter Retro collection, combining functionality with vintage-inspired design to bring a touch of fun nostalgia to the home. The popular collection is growing and now includes a range of coordinating kitchen electrical appliances including a 1.7L kettle, 4-slice toaster and microwave, as well as a matching 6.5L slow cooker, stand mixer and hand mixer, offering complete coordination. Add a pop of colour to the countertop with Retro.
Salter
E: sales@upplc.com
W: www.salter.com
5. Gastroback Focus on Healthy Living
Healthy living has been an area of focus for Gastroback recently, with juicers, a smoothie maker and blenders, and new for this year is the Design Multi-Power Blender Mix & Soup. This is a 2000W model, with titanium-coated 6-blade knife and up to 500km/h blade speed which breaks down cell walls and releases valuable nutrients from the ingredients. Other new lines include a multi-chopper, a mincer, two dehydrators and a coffee grinder.
Gastroback
E: marcus.lux@gastroback.de
W: www.gastroback.co.uk
6. Ankarsrum Assistent Original
Ankarsrum Assistent Original is a Swedish kitchen icon, designed by Alvar Lenning in 1940 with the idea of creating a durable, simple, and user-friendly machine for everyday use. Handcrafted in Sweden, it combines Scandinavian design with smart engineering. From baking to cooking, it offers endless possibilities in the kitchen. A reliable companion for generations – designed to last and ready to inspire both today and in the kitchens of the future.
Ankarsrum
E: info@ankarsrum.com
W: www.ankarsrum.com/uk
Products New
1. New Daewoo Electrical Products
The Cascade range from Daewoo features kettle and toaster combinations in on-trend black, sage, ruby, taupe and navy. Authentic pizzas can be made at home with the NapoliCasa 12” Indoor Electric Pizza Oven. The Ice Maker is a must-have for home entertaining producing 12kg of ice per 24 hours and the 2-in-1 RC Bladeless Fan and Purifier blends seamlessly with any interior while providing fresher, cleaner air. Daewoo
E: help@daewooelectricals.com
W: www.esg-ltd.co.uk
2. Harmony Kettle & Toaster SetMatcha
Elevate everyday moments with the Harmony Collection Kettle and Toaster Set, where sleek design meets the warm coffee, cream, and lattes. This stylish duo blends modern minimalism with practical ease: a 1.7L rapid boil kettle for quick cups in under 45 seconds and a 4-slice toaster with six browning levels. Perfect for those who savour life’s simple pleasures - morning cappuccinos, afternoon matcha, and golden, toasty comfort.
Hamilton Beach
T: 01274 752624
W: www.hamiltonbeach.co.uk
3. Haden Starbeck Collection
Now available in black and ivory, the Haden Starbeck collection brings together form and function with a refined geometric texture across the range. The 20L 800W microwave completes the set alongside a matching kettle and two slice toaster. With its detailoriented finish and cohesive design, Starbeck delivers visual depth and practical performance, offering a considered solution for kitchens where style, consistency and everyday usability are equally important.
Haden
E: info@haden.com
W: www.haden.com
4. Good Food in Partnership with Tower 10L Oven and Basket Air Fryer
Combine oven and air fryer cooking for the ultimate in cooking convenience with this 10L Dual Sided Air Fryer. Split into two individual cooking chambers, a 4.5L basket and a 5.5L oven, it provides the ultimate versatility. Specially designed to be used with the vast Good Food recipe library, it is perfect for budding chefs who want to create family-sized portions and save up to 70% on energy bills.
RKW
T: 0333 2206070
E: sales@rkwltd.com
W: www.rkwltd.com
5. Swan Retro Collection
The Retro collection has been reimagined for 2025 with a refreshing twist while staying true to its timeless charm. With updated designs, a glossy finish, and chrome accents, this new evolution transforms everyday essentials into stylish kitchen centrepieces. Available in on-trend colours including blue, cream, grey, green and stainless steel across both SDA and housewares, with the full collection also spanning audio and home environment, the Retro trend is certainly as popular as ever.
RKW
T: 0333 2206070
E: sales@rkwltd.com
W: www.rkwltd.com
6. Melitta’s Barista SE
Melitta’s Barista SE, the latest in the award-winning Barista range, blends premium coffee quality with whisper-quiet performance. With a sleek black finish, cutting-edge technology and ultra-quiet operation, it’s ideal for coffee lovers who value both precision and peace. The Barista SE offers 18 coffee specialities, including espresso, flat white, and latte macchiato, with an authentic Italian preparation process for true café taste.
Melitta
E: help@melitta.co.uk
W: www.melitta.co.uk
Products New
Enjoying the moments that make life special
Jersey Putty Toaster