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BHETA news
Following a recent government briefing and meeting with Metropolitan Police, BHETA has updated its members on the implications of the latest information from Government on the timing and scope of the proposed Offensive Weapons Act (OWA). The proposed legislation affects the sale of all kitchen knives, regardless of size or design, and (according to the draft guidance set out in August 2019) cutlery knives, bread knives and butchers’ knives, including meat cleavers, as well as scissors with points. BHETA (and many in the industry) have made representations concerning the inclusion of cutlery knives in the draft. The Home Office Serious Violence Unit has again confirmed that ‘it is the Government’s position that these measures should be commenced as soon as possible’, but that it remains aware of the desirability of a three-month notice period – which BHETA lobbied for in 2020 – to enable suppliers and retailers to adjust. While most legislation is typically introduced in October or April, it is anticipated that guidelines for the Act may be confirmed before Christmas for commencement ahead of April 2022. As PH went to press, the final statutory guidance for the OWA had not yet been published. Based on the consultation information originally put out in August 2019, the legislation will mean that suppliers of bladed items will need to adapt their packaging, presentation and ensure ageverified deliveries for online or mail order sales. Appropriate age verification systems are required for all retail and online sales to prevent persons under 18 from buying a bladed article. While the courts will be the final arbiter, all sellers including online sellers will be held responsible for the efficacy of their system. In store, it is likely that the use of Challenge 21/25 will be sufficient to avoid prosecution, leading to significant changes in packaging, presentation and POS as well as the training of retail staff. For online sales, clearly marked packaging will need to be supported by correct delivery procedures including age verification of recipients, with no locker or ‘safe place’ deliveries and ‘collection points’ only where in-person verification can take place. Age verification via payment system will not be acceptable and nor will any system which relies solely on information provided by the purchaser. (See linked comments).
Inset: Knives are essential to every kitchen. Photo by Lalesh Aldarwish.
Below: Gusta from My Gifts Trade.
New members sign up
Gastroback, My Gifts Trade, Evo Lifestyle Products and the Orthex Group are the latest housewares companies to join BHETA. Originally developed in Germany, Gastroback’s aim is to make professional technology usable for the kitchen at home. Its wide range includes speciality coffee and tea making, juicers, smoothie makers, breadmakers, fryers, and blenders. A family-owned business near Manchester, My Gifts Trade has built its homewares business through close collaboration with leading UK designers and via the exclusive UK distribution of selected high quality European brands, including Costa Nova and Gusta. Meanwhile, southwest based Evo Lifestyle Products distributes innovative homeware and lifestyle including Scrub Daddy and Holster Brands. The Orthex Group’s brands include SmartStore (storage boxes), GastroMax (kitchen products) and Orthex (a variety of products for home and garden). Seema Grantham, BHETA’s sector manager for housewares comments: “I’m delighted to see sustainable, design-led companies with significant expansion plans joining BHETA.”
Above: Orthex Group at Exclusively 2021. Below: Scrub Daddy Christmas editions from Evo Lifestyle.
BHETA’s marketing manager Steve Richardson has urged housewares suppliers and retailers to be ready for the implementation of laws surrounding the sale of knives (see main story). Companies that have recently developed their online sales (including suppliers selling directly to consumers) need to ensure they are up to speed. “BHETA not only has the latest information but also draft templates for the additional marketing, sales and delivery assets which are shortly going to be required, subject to final Home Office confirmation,” states Steve. BHETA’s ceo Will Jones, who chairs BHETA’s safe retail of bladed items steering group, reiterates hopes that the Government will provide an appropriate notice period for the implementation of the legislation – one of BHETA’s lobbying points. “Both suppliers and retailers need to be able to adjust to the new requirements in a positive manner, and for that some advance notice is required,” emphasises Will.
Plastic tax insights
Housewares and SDA suppliers have benefited from a BHETA webinar in November which covered the implications and preparations required ahead of the forthcoming plastic packaging tax legislation. The key speakers were Paul van Danzig and Alyce Morris from BHETA business service provider Wastepack, who outlined everything that supplier companies need to do to comply with the forthcoming legislation. The Plastic Packaging Act (PPA) becomes law on 1 April 2022. All plastic items used in the packaging of products must include a minimum of 30% recycled content, or face taxes of £200 per metric tonne of chargeable plastic packaging components. All suppliers whose products include any plastic component – recycled or not – must submit details to HMRC from April 2022, if the volumes involved meet the ten tonne per tax year threshold. An important insight from the webinar was that even suppliers who are below the volume threshold are advised to keep records in case of audit – even if they do not have to pay the tax. The webinar covered how the procedures will work and how to submit relevant tax returns.
Stellar kitchenware is one of the most respected and established brands in the UK market. Offering a portfolio of over 700 quality products – the majority with lifetime guarantees - it has an established reputation for providing quality and reliability to generations of consumers.
STELLAR’S NEW LOOK
The new ambitious marketing team at Horwood has been working hard behind the scenes to ensure that Stellar evolves to keep pace with an everchanging retail landscape by developing a more premium brand identity. The new visual DNA will appeal to today’s consumers who look for aspirational, stylish products with outstanding performance. Horwood Homewares’ head of marketing Richard Sharp explains: “We believe there is a great opportunity for a brand such as Stellar to speak more clearly to its existing audience, but also, most importantly, widen its reach and credentials for reliability and performance to bring some new energy to the customer proposition.” Richard continues: “It’s really crucial for brands to keep pace with consumer expectations. When we reviewed Stellar it was clear that we needed to do some work to give it a consistent identity across all touchpoints so that packaging, advertising and POS all work together to create an easily recognisable and appealing product offering. We want to engage with consumers and show them how our products can fit in with their home and lifestyle, but also help them to shop the range easily and identify the product that is right for them. In practice, this means a new approach to our packaging layouts and photography, as well as how we write product copy. Of course, we’re also looking at the product range to ensure we have the best possible offering and great NPD in the pipeline. We’re confident that, as the results of this work start to roll out, retailers will see the benefit with increased brand awareness from shoppers, more impactful and attractive packaging plus more effective seasonal campaigns in store. In the more immediate future, we’re also investing more heavily in promotional and marketing activity and the design of our website - all of which will help to drive consumer demand for our products. With a much more focussed and visually appealing approach to social media already in place and a consumer press campaign planned for peak period, the Stellar brand is entering a really exciting period of growth and transformation. We’re really looking forward to delivering a great brand experience for Stellar throughout 2022.”
Inset: Richard Sharp, Horwood Homewares’ head of marketing. Above & below: Stylish new lifestyle photography.
