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May/June 2018
FOR EVERYTHING YOU WANT TO MAKE.
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NEW COLLECTION Tower’s popular Rose Gold Collection expands in Autumn/Winter 2018 with the addition of the new Limited Edition Marble range. Deriving inspiration from the beauty of natural rock formations, this collection of housewares and SDAs blends the elegant smoothness of marble with our on-trend rose gold accents, creating appealing products which elevate the style of any kitchen.
/Towerhousewares 0333 220 6066
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Editor’s comment
Current affairs A
ccording to Trends Bible’s Helen Jamieson - talking about Global Trends at the recent International Home + Housewares Show (IH+HS) in Chicago - we are adopting a more polarised approach to food. We might stick to clean living, healthy foods during the working week, but we love to indulge in a burger or sugary snack during the weekend. “The food we eat becomes an expression of our identity and a reflection of our changing moods,” reflects Helen. She also acknowledges that social media has raised the fashionable status of food. Visual appeal is as important as taste for the growing population that share images of their culinary creations. Step in retailers and suppliers of SDAs to showcase the versatility of appliances for clean, green living as well as indulgence, and with impressive, good-looking results. The ‘George can’ campaign on page 8 is a great example. In a competitive market and with a decline in high street footfall, many SDA retailers are getting increasingly creative to show their customers how their lives could be made easier – convenience and precious time saving are key sellers, as highlighted by Ulster’s Stores’ Jayne Stewart in PE’s Retailer viewpoints (pages 12-14). Interior style is, of course, another huge driver, and responsible for driving up value sales of kitchen essentials such as kettles and toasters as more consumers opt for stylish options (see GfK insights page 9). Hence the importance of inspirational lifestyle displays that echo home interiors. Of course, there are also technological advances that are exciting consumers, particularly smart appliances that provide clever solutions. For example, the recent consumer show, Grand Designs Live introduced a Smart Kitchen feature this year, with products such as the Mellow Sous-Vide, with its 30-second setup, an in-app assistant chef and built-in refrigeration (plus see PE’s International focus, pages 18-19). Dedicated UK SDA trade show, Exclusively Electrical, is now in its fourth edition, with a wealth of electrical inspiration: a host of innovative new launches, product demonstrations and tasting opportunities (for a preview, see pages 15-17). This year, leading electrical buying group, the Sirius Buying Group will be holding its UK Convention at Exclusively (see news and Retailer viewpoints), while looking at the opportunities for expanding SDA categories at the show. Hopefully, you’ll be part of the buzz too!
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Jo Howard, editor
News Including news from Exclusively Electrical.
Gfk insights Helen Warner reports on the SKA market.
Market focus Trends and product development in SDAs.
Retailer viewpoints Buyers discuss initiative and market influences.
Exclusively Electrical preview What to look out for at the June show.
International focus PE reports from Chicago's IH+HS
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Cover Story
Above: Bean there: PE's Jo Howard enjoying a coffee at last year's Exclusively shows, courtesy of Brewed by Hand, distributor of brands, including Wilfa Coffee Makers.
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KitchenAid Culinary Centre The original Tilt-Head Stand Mixer is loved by professional chefs and home cooks for its iconic design, versatility and durability. The additional attachments turn this mixing wizard into a multifunctional culinary necessity. There’s an attachment for every job from slicing, dicing, spiralizing, rolling pasta to squeezing juice. With new attachments for 2018 the functionality of the KitchenAid stand mixer continues to develop. www.kitchenaid.co.uk Beam Group | T: 01954 231616
The Progressive Electricals team: Jo Howard (editor), Patrick Wade (advertisement director), Emma Cain (product page editor), Mark Grayson (creative director), Jakki Brown (editor in chief) and Warren Lomax (publishing director). www.max-publishing.co.uk, ISSN: 25157493
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The SMART Choice www.smartworldwidefun.com
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Progressive Electrical NEWS
Getting connected at Exclusively
Growing gains for the indoor garden Véritable – one of Exclusively Electrical’s new exhibitors – will showcase innovative solutions to growing a range of aromatic herbs, edible flowers, greens and baby vegetables at home all year round. It will also be serving fresh mint and basil ‘mojito’ mocktails during the show. Véritable’s ceo Nicolas Géhin states: “Exclusively Electrical gathers professionals of the UK housewares and Small Domestic Appliance market, which happens to be our prime target to reach our customers.” Nicolas notes that Véritable’s indoor gardens appeal to health conscious consumers searching for products that are more sustainable and kinder on the environment. Below: Cooking with produce from Véritable’s indoor garden.
Bodum’s historic launch Bodum is re-launching its historic Mocca coffee machine, created by the company’s founder, Peter Bodum in 1956. The siphon coffee maker meets today’s demands for slow brewing methods and its patented filter is unchanged. While Mocca’s sculptural shape is strikingly close to the original, its materials have been updated and feature borosilicate glass and sustainable cork. Mocca will be introduced at the end of the year, in time for Bodum’s 75th anniversary in 2019. *Bodum will be exhibiting its range of SDA and nonelectrical products at Exclusively Housewares, sister show to Exclusively Electrical. Other SDA suppliers on the housewares floors include Gourmet Gadgetry and Sabichi.
Now in its fourth year, Exclusively Electrical (June 12-13, Islington's Business Design Centre) will host an expansive range of SDA brands alongside trends presentations and insightful seminars on the current and future SDA and housewares market and its various influences. Vitamix is among those hosting product demonstrations on its stand at Exclusively Electrical. The show’s new exhibitors include AEG, Solis and Veritable (see separate stories) while returning exhibitors include Dualit, EPE International, KitchenAid, Sage, Smart and Tower. Trends forecaster, Phil Pond of Scarlet Opus will be outlining Three Key Consumer Trends for 2018/9 in his seminar (Wednesday June 13, 12.301pm). Most importantly, Phil will discuss how these translate into SDA and housewares products and explain how this Top: Expert product demonstrator, Dualit’s Pauline knowledge can be used to Enigboken at Exclusively Electrical 2017. Above: Vitamix at last year’s show. inform and inspire retail merchandising. Scarlet Opus will also be conducting its popular Trend Tours, showing groups of visitors around a trail of ‘On Trend’ SDAs and housewares on exhibitors’ stands. Good Housekeeping’s Laura Cohen is another speaker at the Exclusively shows (Wednesday 1.10-1.30pm). Laura will talk about the relevance of a trusted consumer champion in the modern world of unfettered choice. She will be asking, “How do consumers know they are getting a good deal and buying the right product for them?” and discussing GHI’s role in this decision making. The Exclusively shows will also present ‘Christmas in June’ with some inspirational ideas for Christmas buying. *The Seminar Theatre is located in the Atrium above Exclusively Electrical, along with Scarlet Opus’ On Trend exhibit showing trend highlights selected from exhibitors’ stands. Visitors are advised to take their seats early to ensure their place at the seminars, and to book onto a Trend Tour. For full details see www.exclusivelyelectrical.co.uk
Data from the experts
Above: Solis Five-in-One Table Grill.
Entertaining ideas from Solis Having taken on distributorship of Solis earlier this year, Beam Group will be showcasing the brand at Exclusively Electrical, with demonstrations on its stand. Declared a “natural fit” for Beam Group’s portfolio, Solis embraces 100 years of heritage, strong family values and Swiss design ethos. Moreover the brand taps into the growing category of “experience dining” with its stylish, flexible and innovative offer, as Matt Innes, general manager of Beam Group reports. Matt states: “Market data shows an increasing popularity in hands-on dining through dishes such as raclette, teppanyaki and fondue. The Solis range of products offers the UK consumer the chance to recreate these cuisines authentically, at home.”
Kelly Whitwick from market research experts at GfK will provide Exclusively visitors with market updates covering both small electricals and housewares sectors, providing insights into the latest consumer trends (Seminar theatre, Wednesday 10.20-11am). Quality not quantity is a significant factor in the latest analysis of consumer buying patterns – as identified by GfK’s client insight director, Helen Collins in this issue of PE (see page 9). Helen’s commentary on the SDA market is also illustrated in the featured graphic from GfK. Above: See page 9 for comments from GfK’s Helen Collins.
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PreP Cook Serve!
The UK’s premier showcase of housewares, tabletop and small domestic appliance brands
Make the right connections at www.exclusivelyelectrical.co.uk @ExclusivelyShow
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Progressive Electrical NEWS
Sirius Convention at Exclusively
Jura speaks to bean connoisseurs
Having announced its involvement in Exclusively Electrical (June 12-13 Business Design Centre) Sirius Buying Group, the major buying group of electrical appliance and kitchen retail solutions, will be focusing its members’ attention on the Above: Sirius Group’s Steve Jones, who also comments on benefits of stocking SDAs. the SDA market and the group’s The show’s exhibitors include many established recent initiatives in PE’s Retailer Views, pages 12-14. brand that are Approved Suppliers to Sirius’ membership of electrical retailers. Steve Jones, commercial director for Sirius Buying Group comments: “We are really excited about working with Exclusively Electrical to host our UK Convention showcasing our Group for two reasons; firstly, it will be our first ever UK Convention and secondly, it provides a new platform and environment for our members to discover and explore the SDA market in more detail, and how it can become an addition to their armoury in electrical retail.” Steve reports: ‘’We have had an incredible response from members wanting to attend our first UK Convention being hosted at Exclusively Electrical with 50 members registered to attend so far. We’ll be presenting the 2017 Group Performance to members in attendance: as presented at our Conference in Portugal in May 2018 and YTD performance for 2018.’’ He adds: ‘‘We plan to highlight the importance that SDA is playing in our growth as a group and the opportunities it presents if members are not already taking advantage of them. We will be working with our key SDA Approved Suppliers attending the event to present trends, products and short seminars to help further grow SDA in their business and help those who may not already be retailing SDA move into that market.’’ • Sirius Buying Group’s UK Convention at Exclusively Electrical follows its sell out 8th International Conference (May 19-23) in Vilamoura, Portugal. The International Conference hosted 140 delegates and included Speed Networking: an original and fun way for suppliers to present their services, product portfolios and exclusive promotions.
Jura was one of the SDA brands that benefitted from exhibiting at the recent London Coffee Festival. David Naylor, commercial manager at Jura UK, commented: “At Jura, we wanted to show that with an automatic bean to cup machine, creating high quality, speciality drinks has never been easier. Combining your own favourite artisan coffee beans with Jura technology offers ultimate choice and selection.” David notes that consumers were impressed by: “Quality with consistent results with ultimate convenience,” while trade visitors appreciated “a superb result without the requirement of specially trained staff”. He describes the show’s attendance and atmosphere as “excellent” and recognises the importance of building the profile of bean to cup in the UK, reflecting: “In Europe, they fully Above: The Jura S8 was demonstrated at The London understand the quality you can achieve Coffee Festival. with the right equipment and fully appreciate the freedom – and financial advantages – of not being in a closed system with a lack of choice.”
Left: Sue Radford ironing with the Tefal Pro Express Care steam generator. Sue’s son Daniel also loves the steam generator and is apparently helping with the laundry.
Tefal lightens Sue’s load Tefal has partnered with the Radford family – best known for TV documentary 20 Kids and Counting on Channel 4. Mum of 20 (and with 17 children living at home) Sue Radford takes four hours a week to do her piles of ironing - including school uniforms, 12 uniforms a week for the family business, plus everyday clothes. Seeing the challenge Sue faces, Tefal stepped in to provide her with a Pro Express Care GV9071 high pressure steam generator iron – designed to cut ironing time in half. Sue Radford says: “All mums know the feeling – ironing never ends! Whether its school uniforms, Noel or Daniel’s clothes for work or the constant supply of kids’ clothes, my ironing pile is always huge. I just wanted something that would still leave the clothes looking good but meant that I wasn’t chained to the ironing board.” She reports: “When I started using the Tefal Pro Express Care I was so happy to get through the creases so much quicker! It was very easy to use and the high pressure steam was just fantastic – no having to go over the same creases over and over again!” Sue reflects that the appliance is saving her about two hours a week, meaning there is more time to spend with her family, including precious time outdoors, “even though it makes for more washing and ironing!" The Pro Express Care range combines high pressure steam with Tefal’s Spiral Protect and Scale Collector technology (which captures up to ten times more scale particles).
Breadmakers gathering dust Breadmakers are the third ‘most commonly hoarded unwanted items in British homes,’ according to a new survey from Clearabee (the on-demand rubbish removal business). According to the survey, one in four Brits consider themselves a hoarder. Beating breadmakers in the top three were old clothes and bikes.
Brabantia director to spearhead SDA expansion After 32 years at leading housewares brand Brabantia, most recently as executive director based in the Netherlands, Ab van Houdt is joining Rank Sharp (which produces Brabantia SDAs) as global brand and commercial director. In his new role, Ab will oversee Rank Sharp’s expansion programme, including the global roll out of the Brabantia appliances range – a collaboration between Brabantia Netherlands and Rank Sharp Hong Kong that launched in 2011. Back in 2010, Ab realised that an opportunity existed to create a range of small domestic appliances aligned with Brabantia’s vision of beautiful and sustainable household solutions. Rank Sharp and its group of Top: Ab van Houdt - now companies has a 40-year history in the director at Rank Sharp. Above: The classic Brabantia appliance business. range from Rank Sharp. The founder of Rank Sharp, Ellian Perch, commented: “We are very excited to welcome Ab to the team. Not only does he have over 30 years of experience within the Brabantia family, but he was also instrumental in developing the partnership between Brabantia and Rank Sharp. He is the perfect person to help us expand our business, while ensuring that the Brabantia DNA and brand culture remain at the forefront of our vision for the appliance range.” Relishing taking the SDA range in his new role with Rank Shar forward, Ab also reflected: “When this partnership first began, I could never have imagined the incredible success we would achieve.”
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Progressive Electrical NEWS
Krups’ power of four Krup’s recently launched range of coffee makers (from Groupe SEB) feature ‘Quattro Force’ technology. The four features are: ‘Rapid Grinding’ through an active speed grinder, ‘Optimal Extraction’ through ultra flat tamping, ‘Faultless Percolation’ through a brewing optimiser and ‘Minimal Maintenance’ through an auto-clean pressure system.
Above: Inspiring consumers to use the George Foreman Grill for much more than lean grilling – an image from the George Can campaign.
George does more
Above: Launched at last year’s Exclusively Housewares, the Fearne by Swan range includes a Two Slice Toaster, Hand Mixer, Kettle, 3-in-1 Stick Blender, Food Processor and Stand Mixer in several striking colour schemes.
Fearne and Swan at Exclusively Fearne Cotton - presenter, DJ, cookbook author and designer - will be joining Swan Products on its stand at Exclusively Housewares some time on June 12. Swan is showing its Fearne by Swan range (including a wide collection of SDAs) at the show and the company is celebrating ‘an epic year’. 2017 was electrical appliance and kitchenware manufacturer’s biggest year to date, with record sales, business growth and development. It included the launch and expansion of the Fearne By Swan range. The collaboration had evolved as Fearne already had Swan Retro appliances in her home. Towards the end of last year, Swan Products acquired the Swan brand back from the Shop Direct Group - a monumental step for the organisation. Shop Direct initially acquired the Swan brand in 2000 from Moulinex and began working with Swan Product in 2009, providing the company with a license to develop and market the Swan brand. The return of the Swan brand has ensured that the future of the company and its plans are back in the hands of its original employees.
George Foreman, the UK’s market-leading health grill launched in the UK over 20 years ago, has embarked on a new brand campaign to champion the versatility of the George Foreman Grill, moving away from its ‘lean mean’ origins. With a £1M above the line investment, the ‘This George Can’ campaign showcases the grill’s ability to create gourmet pizzas, full English breakfasts, pancakes and even tempting brownies. The campaign encourages consumer to use their grill for all manner of meals and share photos of their dishes via social media. Reflecting on the renewed investment in the brand, Faye Jones, brand manager of George Foreman said: “The ‘George’ holds a lot of fond memories and has a place in many of our consumer’s hearts. This exciting campaign represents a major milestone as we look to shake off the image of the original George Foreman ‘Lean Mean Grilling Machine’ and focus on how versatile our products are.” Faye added: “We have a very engaged customer base and we know that many people out there already use their ‘George’ to make some incredible creations, whether it’s a healthy meal prep Sunday, a family meal in minutes or a quick sweet treat – their passion in the brand is being echoed internally and we’re delighted to be able to unveil our new campaign that educates and inspires the consumer. “ The campaign runs until the end of the year and print ads have appeared in a wide range of titles including Heat, Grazia, Health & Fitness, Observer Food Monthly, OK! Magazine, You Magazine, Best, Now, Marie Claire, Closer, Men’s Fitness, BBC Good Food Mag, Sunday Times magazine, Look, Tesco Magazine, The Sun TV magazine and Good Housekeeping, while on-line advertising includes Foodnetwork.com, BBCGoodFood.com and DailyMail.co.uk.
What will be the next Plugged in winner? Entrants for the Excellence in Housewares’ Plugged In Award are arriving at the HQ of organiser, Progressive Housewares magazine, waiting to be judged by a line up of top retail buyers. Last year’s Plugged In Award winner was Dualit’s Café Cino Capsule. There is still time to enter SDA products for the prestigious 2018 award – products should be received by June 12. See www.excellenceinhousewaresawards.co.uk - ‘How to enter’.
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Above: Plugged In Award 2017 Award winner, Dualit’s Café Cino Capsule.
Above: Couples’ must have: the KitchenAid stand mixer, pictured here with a new vegetable sheeter, one of the appliance’s many attachments.
I do… want the KitchenAid We might not know what topped Prince Harry and Meghan Markle’s wedding list in May, but US wedding registry and planning company, Zola recently revealed that the iconic KitchenAid mixer is the most popular wedding gift in the States. Meanwhile, in the run-up to the royal wedding in the UK, John Lewis analysed its current wedding list data and compared it with that of 2011, when Prince William and Kate Middleton married. While toasters appear on both lists, 2018 lists typically include a barista coffee machine (instead of the espresso machine in 2011). Other differences include slow cookers – popular on 2011 lists but less so in 2018.
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GfK Insights
Helen COLLINS
Breakfast bonus T
here are glimmers of hope in the small domestic appliances market as the value decline seen over the last couple of years slows in the latest 12 months to just -2%, compared to -10% in the year previous. The main drivers of this are coming from breakfast categories with kettles, toasters and hot beverage makers reporting growths of 3%, 5% and 4% respectively. The combined market of kettles and toasters up 3.4% in value is driven by a rise in the average price paid as consumers look for matching kettles and toasters as part of a range to spruce up their kitchens. In the past, plastic models were left for the entrance level price points, where own label brands had a huge dominance. This trend has certainly shifted over the last few years as more brands push towards textured plastic models which come with a more premium price point. The average price paid for a plastic model in 2013 was just £13 - and we could hazard a guess that it was white in colour - while in the latest 12 months prices have risen by almost 50% to £19 and choices cover a wide range of colours and finishes. The increased popularity has pushed plastic sales up by 28% in the last four years while metal declines by -12%. Meanwhile, the hot beverage makers market grew by 4% in value, despite a fall of -12% in volume. Some 55% of the total coffee market’s value comes from single serve machines that use capsules from a unique supplier. Quick and easy to use, they are a firm consumer favourite – but saturation levels are seemingly being reached as volume falls by -17% year on year and consumers expect a bargain over the Christmas period, which is unlikely to drive extra value year on year. Bean to cup continues to be the best performing segment. These machines are the most premium with an average price of £377 but have the most versatility as they grind beans, froth milk and can make a wide selection of coffees from espresso to cappuccino. Growth at over 30% in volume and value shows the increasing popularity of making coffee shop standard coffee in the home. The average price remains fairly static, growing by just £2 year on year as consumers are trading up to more premium machines which are being promoted at a greater rate.
Improvements in the value of SDA sales over the past year include growth for kettles and toasters as well as for bean to cup coffee makers. GfK’s Helen Collins provides a wealth of insights. Elsewhere in the kitchen the picture is not so positive. Food preparation was the largest value market in small ktichen appliances last year, but sales slip below kettles declining at a rate of -12% in value. Personal blenders are the worst performer, showing a value decline of -34%. However, they continue to be the largest of the food preparation sectors at £47m but a far cry away from the £93m peak seen in 2015. The wider consumer trend towards healthy living is still with us so, although sales are likely to fall further in 2018, the market is expected to remain a substanital share of total food preparation sales. Kitchen machines record a healthy 5% growth in the latest 12 months. The story here is similar to the bean to cup coffee market, with price rises driven by promotional activity over the Christmas period meaning many aspirational products fall into affordable price brackets. Consumers are increasingly stretching their spending to higher price points than previously as the perceived savings have increased. One pot cooking had a varied performance over the last 12 months. Slow cookers is the biggest segment at £22.7m, declining by -3% in value and -6% in volume. The sub £30 market, which contributes over 70% of total value, declines while there is growth at over £30. Online sales drive much of this shift, growing from 25% of the total market value last year to 30% in the latest 12 months. Consumers tend to choose a named brand online as opposed to a Tradebrand. These Tradebrands account for 11.5% online, compared to 42% in store. In a period where cost of living is increasing and disposable income is being squeezed it looks like consumers have shifted their spending to a more considered purchase as quality is more important than quantity. While we continue to live in a world of uncertainty from an economic point of view, we can expect this trend to continue until the end of the year.
Above: An aspirational plastic exterior toaster: Avolta by De’Longhii. The trend for textured plastic is now growing for brands across price points.
Source: GfK Point of Sales Tracking, GB market, All data relates to the 12 months to March 2018 unless otherwise stated.
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Market focus
Right: Depth of offer - Tower Rose Gold from RKW.
Buzz words Getting the look, achieving healthier lifestyles and making long-term savings are consumer goals that are currently having an effect on the SDA market. PE asks several industry experts to explore the trends and explain how their product development is matching up.
Aglow across categories David Agnew, marketing director for Tower reflects: Left: Personalised coffee from Melitta.
“The Rose Gold and metallic colour trends are having a significant impact on the small domestic appliance market in the UK. Our Tower Rose Gold range has met with a very encouraging response from the public, which means this type of design is popular among consumers at the moment. Not surprisingly, Rose Gold colour and design styles are currently a major trend across social media platforms, and their popularity is getting them noticed by key influencers on sites such as Instagram. All three Tower Rose Gold ranges are available in both black and white variants, and include a strong selection of SDAs, such as kettles and toasters, and housewares products such as knife sets, cutlery, pans and kitchen accessories. This variety, combined with the on-trend colour scheme and accents, has made our Rose Gold Collection one of the most popular ranges in the market. Tower is constantly investing in research and development and keeping an eye on market forecasts to see what upcoming trends may be about to enter the market. This way we can always be ahead of the curve and deliver truly innovative and on-trend products, such as the ones we are about to launch at the Exclusively shows.”
Coffee connoisseurs Nigel Morrison, marketing manager for Melitta UK observes:
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"While assurances of quality and functionality are key, great ‘statement’ design that looks elegant and contemporary is helping drive the market for coffee machines. We know that consumers are prepared to pay a premium for well thought through design. Take, for example, Melitta’s new premium range of bean to cup coffee machines, which has the prestigious Quiet Mark icon in recognition of being among the quietest products on the market. What’s more, there is a trend for products and design functions that are super convenient. Melitta’s Barista TS Smart machine has the ‘My Coffee’ memory function which enables personal recipes to be saved for up to eight people, each under an individualised name, while the recipe book function allows users to choose from 21 pre-programmed coffee variations. There’s also the once a year descaling function – again saving time and hassle free. People are already starting to think about coffee more like wine - from the origin of the beans, roasting and perfecting the brew – everything has to be controlled precisely. With that in mind, the future of coffee enjoyment (and the design of machines) in the home needs to offer a much more simplified and automated process going from easy to easy – with the personalised touch."
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Market GfK Insights focus
Pros and dough Helen Simpson, marketing manager UK & Ireland, KitchenAid SDA comments:
Healthier alternatives Dominik Pytel, marketing director for Groupe SEB UK reports: “Blenders as a market category continue to perform well as consumers look for ever more healthier and convenient drink and food options. Tefal is the market leader in traditional blenders by both value and volume, and 2018 sees our launch of a number of new innovative high-speed blender models, which we believe is a major growth trend. Foremost of these new launches will be Tefal’s ultraversatile top range Ultrablend Cook High-Speed Blender, designed to unleash more flavours from every ingredient, for hot and cold meals and drinks. As well as making smoothies, milkshakes or crushed ice for refreshing drinks and cocktails, the Tefal Ultrablend Cook High-Speed Blender can prepare ready-to-eat soup, creamy hot sauces to top steaks or fish dishes, as well as delicious coulis or compote as finishing touches to homemade puddings or weekend breakfasts. For health-conscious cooks, even tough nuts, legumes and grains such as almonds, soya and rice can be blitzed into fresh nut milks or homemade gluten-free flour. Featuring a built-in heating element, this cooking high speed blender can cook or boil fruits and vegetables up to 100°C and its precise temperature control measures chill and heat continually for optimum cooking. Equipped with a durable 1300W motor and six Tripl’Ax Pro blades, the high-speed vortex within the jug pulverises ingredients with ease, releasing all the nutrients and flavour inside.”
“Home baking continues to influence the SDA market: the love of doing it and the love of eating it. Baking programmes are television sensations and without doubt are largely responsible for rekindling the nation’s passion and nostalgia for baking. But it’s not all about fads and trends. Home baking also makes economic sense and it’s a terrific way of bringing family and friends together. Besides television, weekend supplements, magazines and websites all run programmes and articles showing chefs like Michelin-starred Jason Atherton and cooks such as Edd Kimber using top notch equipment and consumers want to use the same appliances at home. KitchenAid is officially ranked the World Number One in the mixer category and we are continuing to develop the range by introducing different sizes to meet different needs. We’ve got new colours and yet more ingenious attachments for the Culinary Hub which can do pretty much everything from making pasta and spiralising to juicing, mincing and sausage making.”
Lifestyle blogs and accessorising John Davies, head of marketing, at Smeg UK acknowledges: “Thanks to the rising popularity of healthy lifestyle bloggers, we have recently seen a demand for appliances that offer you the capability to make healthy, fresh and organic food easily at home. Our juicers have become popular due to their ability to retain vital vitamins and minerals by extracting juices with precision. Appliances such as this are also economical in the long term - our slow juicer, for example, ensures higher quality and tastier results, saving you money on produce by getting more out from what you put in. In 2017 we expanded our range to include a variable temperature kettle and hand blender perfect access points to the Smeg brand for those who don’t have space for the larger Smeg appliances. SDAs are also a great route to accessorising with colours, and this year sees the launch of our drip filter coffee machine and new stand mixer. Colour trends remain strong in this area, as consumers strive to represent their own personality through kitchen design. Reds, creams and blacks are currently the most popular colours but we also provide further pastel options including white, green, blue and pink for those who want something a little softer!”
Top left: Power and convenience – Tefal’s Ultrablend Cook HighSpeed Blender.
Below: Colour coordination from Bamix, renowned for quality and performance.
Buying to last and match the decor Burton McCall’s Ruth Tocher, brand manager for Bamix states: “Consumer trends are changing as customers are becoming more aware of the throw away nature that we have become accustomed to and instead are changing to products that may cost more initially but are built to last. For example, the heritage of the Bamix Swiss Made all in one kitchen machine offers the consumer a product that fulfils the requirements of investing in an appliance that is built to last. Over the past few decades, the kitchen has slowly morphed into the epicentre of the home. Bamix has embraced this move with a tremendous range of colours and coatings, which add an aesthetic to any kitchen. Bamix Colourline gives the consumer the option of a whole host of colour options in line with the current key colour trends. Focused on the fact that consumers are more concerned about the ingredient they prepare, Bamix has created new products such as Bamix to Go, Baking Bamix and recently the new BBQ Bamix. Each range is created with its own theme with matching recipes and accessories to enhance the consumer experience.”
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Retailer viewpoints
Left: Wake up call: iKettle from Smarter was a successful promotion for Bentalls, Kingstonupon-Thames.
How are retailers boosting their sales of Helen Warner
small electrical appliances, particularly in stores, and what is performing well and why? PE spoke to several different SDA stockists, as well as Steve Jones on behalf of Sirius Buying Group, for their views on market influences and developments.
Wired wisdom PH put three questions to retailers of SDAs: WHAT’S A NOTABLE DEVELOPMENT OR INFLUENCE THAT’S CURRENTLY HELPING SALES OF SDAS? WHAT DO YOU THINK IS 2018’S HERO SDA PRODUCT? WHAT RECENT IN-STORE SDA DISPLAY, DEMONSTRATION, PROMOTION OR OTHER INITIATIVE ARE YOU PROUD OF?
Above: View of Fenwick Brent Cross.
Below right: Exterior of Bentalls.
Time for a brew PAUL RYDER, BUYER, BENTALLS, KINGSTON-UPON-THAMES AND FENWICK BRENT CROSS, WHICH WON THE EXCELLENCE IN HOUSEWARES AWARDS’ BEST DEPARTMENT STORE MULTIPLE (BRANCH OR GROUP MEMBER) IN 2017: DEVELOPMENT? “Despite the challenges of the SDA market generally, I believe the coffee market continues to have potential. I go to the London Coffee Festival each year and am always surprised at how busy it is when we are supposedly a nation of tea drinkers! There is a huge, youthful audience and coffee is the trendy drink for a new generation. People enjoy going out for a coffee as a sociable activity, but this drives desire for good coffee at home too.”
HERO?
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“Sage is growing as a brand for us, and the Nespresso Creatista by Sage is helping to drive higher value sales in the Nespresso category; our
customers like the convenience of a real coffee with no mess. However, Sage’s bean to cup machines are also working well for us, even though it has been a tough year or two for this category in general. Customers appreciate the look and quality of the brand.”
INITIATIVE? “We took part in a national promotion for the iKettle from Smarter that took place over the Christmas and post-Christmas period and had an excellent response in Bentalls. You can have a lot of fun with this kettle that links with your smartphone and through Alexa. You can programme your kettle to boil with your morning alarm, so you can get out of bed and make your tea straight away, or ask Alexa to boil the kettle. It is both a good gift and self purchase.”
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Steaming ahead JAYNE STEWART, BUYER, ULSTER STORES DEVELOPMENT? “There are no strong trends emerging so far in 2018, but, as so many of us seem to have increasingly busier lives, consumers want convenience and to spend less time doing chores like ironing. So our focus is to stimulate customer desire with our promotional and in-store activity, particularly in these times when footfall is leaner (and volume sales can no longer be relied upon). We need to make the most of every customer and provide something that catches their attention and inspires them, finding the niche products that fit each season.”
HERO? “We have recently introduced Tefal and Rowenta garment steamers into the laundry care ranges and performance has been strong so far. The entry level steamer is good as a seasonal purchase, for example for steam pressing curtains during a spring clean, as well as for taking on holiday instead of a travel iron. The better specification steamers have a lot of benefits. Many people have traded up to steam generators when it comes to ironing but if there’s one blouse with a crease then it is a hassle to get this out when you can use a handheld, lightweight garment steamer. On the coffee front, Nespresso Vertuo and Vertuo Plus are performing well, as more people want to enjoy real coffee at home.”
INITIATIVE? “We are trying to stimulate impulse purchasing through inspiration displays and this is working for us. We currently have grouped black and rose gold SDA together, mostly from Tower. Sales have been encouraging. Good use of POS is also working. During Spring Clean we worked with the brands to develop POS stating the key features and benefits of Tefal (combating hard water) and Philips linen care. This helped drive sales during this event. We have also had some really striking pull-up banners from RKW that have helped drive promotions as people can’t miss them.”
Above: View of De Gruchy, St Helier, Jersey – one of Ulster Stores’ department stores.
Creative thinking DAVID CONDUIT, PURCHASING MANAGER, HARTS OF STUR, STURMINSTER NEWTON AND ONLINE:
are seeing a bit of a renaissance for us, although they have never really been away. They tend to be slower when mixers are strong and vice versa. Besides that, the retro look continues to be popular, with Smeg’s range and KitchenAid breakfast products.”
DEVELOPMENT?
INITIATIVE?
“Coffee continues to be strong and we’re expanding our already comprehensive range. There are so many fads, but coffee has gone beyond that – it is a lifestyle choice. There is also a lot in the press about disposable cups and, with your own machine, you can use a reusable cup and make your own takeout coffee at home, saving you several £pounds at coffee shops every day. Consumers are recognising that by investing they will save themselves money in the long term, and we are therefore seeing growth in bean to cup and filter coffee machines.”
“We feature small electricals in our award winning Kitchen publication, and see spikes in sales on products that are featured in there. However, the publication is also important as it highlights Harts of Stur as a brand. Kitchen (now in its sixth issue) is very popular with our customers in store and online. Because we theme it with features, recipes and advice, and then build products into the theme, it inspires people rather than seeming sales-like. Kitchen adds kudos and credence to our retail brand. You have got to do something different and engage with customers in a variety of ways – not just with another offer email or flyer in the post. We are helping our customers achieve the results they are looking for, and we are showing them, and the industry, that we are investing in our future.”
HERO? “Nothing is standing out as a ‘hero’ although stick blenders as a sector have made a come back - we stock a wide range. There seems to be more recognition from customers who have seen them used on TV or in other media. Food processors
Above: Steam power from Tefal
Centre left: Striking POS, including these banners from RKW, is helping to stimulate impulse purchasing for Ulster Stores.
Left: Front cover of the latest Harts of Stur Kitchen publication, which features food processors and stick blenders. This issue’s themes include Fish: besides recipes and advise from chefs, fish cooking kit in the article includes the Judge Deep Fat Fryer from Horwood. Kitchen won the Excellence in Retailer Initiative Award 2017.
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Health kick Right: View of Elys of Wimbledon, one of Morleys Stores.
Below: Showing strong sales for stores in the Morley’s Group, along with its matching kettle: Breville Impressions Toaster. Breville is distributed by EPE International.
RICHARD PAULSON, BUYER, MORLEYS STORES DEVELOPMENT? "Healthier lifestyles with both food and exercise, combined with convenience is helping to drive sales of blenders across our stores. Consumers are more aware of the need to cut down on sugar, and the benefits of controlling their own ingredients. Blending your own smoothies is also quick, and costs a fraction of shop brought, as well as saving on packaging. Juicers have also picked up again this year, with the drive for healthy living. Kettles and toasters continue to be driven by aesthetics and colour updates such as antique gold are boosting sales. Meanwhile, irons are doing well for us thanks to the introduction of higher specifications, for example where thermostats have been replaced by automatic temperature control which makes ironing quicker and less of a hassle."
HERO? “Our hero SDA at the moment is the Breville Impressions kettle and toaster in cream or black in all stores because it is a good quality product at a great price.”
INITIATIVE? "We are doing more demonstrations, including Malcolm Harradine and KitchenAid, with tastings, and these are bringing theatre into stores. We're also creating more lifestyle displays, for example showing electricals with matching coloured cookware and other kitchenware, or showing a collection such as Smeg's range to encourage people to start collecting."
We recognise the importance of pinpointing hero products for retailer and end user alike, so we plan to emphasise this on Sirius Buying Group’s website through a dedicated ‘Star Buys’ section. Still in the planning stages, and yet to go live, our ‘Star Buys’ resource will provide hero solutions handpicked by our experts: yet another way we aim to promote SDA’s on a par with medium to large scale appliances.”
INITIATIVE?
Above: A view of a SmegZone shop-inshop, an initiative that the large and small appliance brand has started with some of the independent retailers that are part of the Sirius Buying Group.
Working together STEVE JONES, COMMERCIAL DIRECTOR, SIRIUS BUYING GROUP EXPRESSES HIS VIEWS ON BEHALF OF THE GROUP’S MEMBERSHIP OF INDEPENDENT ELECTRICAL APPLIANCE STOCKISTS: DEVELOPMENT? “Combination appliances, small or large, are dominating the market by showing how one appliance can be used to fulfil multiple tasks, functions and subsequently, be space-saving. In addition, SDA’s which can become part of a ‘bank of appliances’ is showing huge development, allowing an oven to be partnered with a microwave and coffee machine to avoid cluttering up the work surface, create defined cooking zones in a kitchen and maximise utility.”
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“For me, it is all about the added value features that are now available across most appliances, whether that be easy-to-use settings, integrated smart functions or remote control to name a few. Our members have introduced a selection of noteworthy innovations for 2018, which span blenders, coffee makers, food processors, irons, juicers, kettles, stand mixers, tabletop cooking solutions and toasters.
“We are exceptionally proud of an initiative we implemented at the tail end of last year, where we rolled-out a new online platform to optimise our digital route to market and drive more sales to our network of UK Sirius suppliers and members. Some 70% of all appliance purchases start with extensive online research and with our support, many member websites have gone live under our new digital programme by Sirius: with 10 more currently under construction. Collectively, our members that have taken this new initiative on board are seeing over 100,000 unique visitors per month to their websites. We are committed to this exclusive uniformed branding opportunity giving our members to Sirius added rich media assets, video libraries, new images, product specifications and real time support. In addition, it has the support of highly successful google shopping promotions, SEO campaigns and layered call and lead racking systems to ensure every single online enquiry, sale and phone call is traceable. Ultimately, we want to put the focus back on ‘Consumer Communication’. If there were 150+ Sirius websites across the country all working towards the same objective – uniformity – then a big brand can be born. Recognitions, trust indicators about the group and how our members operate can all be used to translate powerful messages to the end user, with unique selling points easily conveyed like ‘Local, Independent, Price-match, Local engineers’ to help independents maintain market share of SDA’s. One of our long-standing Approved Suppliers, Smeg UK, has also implemented a dynamic industry initiative continuing to roll-out a programme of immersive ‘SmegZone’ shop-in-shop fit outs in key independent stores.”
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Tower’s best-selling Vortex air fryers are equipped with an innovative air circulation system, which reduces the amount of oil required for cooking without losing any of the flavour. Ranging in size from 1.5 litres to 5.5 litres, Vortex fryers also feature adjustable thermostats and timers, for quick and convenient cooking. Tower Tel: 0333 220 6070 Web: www.towerhousewares.co.uk Stand EE14
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Inspired by the quaint seaside town of Salcombe, Devonshire, Haden’s new Salcombe kettle and toaster range is available now. The range is available in deep teal, drawing inspiration from the beautiful blues in the water and black and copper, influenced by a number of shipwreck discoveries and representing the many treasures found such as ancient Moroccan gold coins. The range features a sleek, stylish kettle in coated stainless steel with a matching and equally elegant four-slice toaster. Sabichi Tel: 01909 544 570 Web: www.hadenappliances.com Stand EH214
5565
The most DEliciOUs coffEE, maDE with yOUr smARt phone!
® Reg. trademark of a company of the Melitta Group
For over 100 years, Solis has been finding inspiration in culinary trends from around the world and turning them into luxury household appliances. As one of Switzerland’s leading brands, Solis’ heritage, familyowned values, leading design ethos and state-of-the-art manufacturing process have inspired an innovative range of products that turn cooking into a stylish experience for every household. Join us on the stand to learn more about Solis and see a demonstration of the new multi-functional 5in-1 Table Grill; combining a state of the art raclette with a table top grill and pizza baker. Beam Group Tel: 01954 231 616 Web: www.solis.com Stand EE4
Discover more at www.melitta.co.uk or call 01952 671077
Consumers demand for better coffee Bean to Cup coffee machines are the fastest growing coffee segment in value and volume reaching over 50% value growth in July 2017**.
De’Longhi - Italian Design and Passion De’Longhi has mastered the art of coffee preparation with the unique Italian know-how for artisan coffee. With a De’Longhi bean to cup, consumers can bring Barista quality to the home, serving the perfect coffee taste and all at the touch of a button.
Discover more at: www.delonghi.co.uk or call: 02392 392555 **GfK RT GB, Hot Beverage Makers Market, Volume & Value Sales July 2016 vs July 2017, compared to other Espresso and Filter markets.
*Source: independent research institute, value sales leader from Aug to Jul 2017
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KitchenAid, ranked amongst the World’s top companies in the mixer category, introduces the Artisan 185 Series in new Azure Blue. Originally created in 1919, the iconic KitchenAid Stand Mixer continues to evolve with new colours and versions, such as the latest Artisan 185 Series. Offered with a polished and frosted stainless-steel bowl and new stainlesssteel attachments including a flat beater, dough hook, wire whip and three-litre bowl. Beam Group Tel: 01954 231616 Web: www.kitchenaid.co.uk Stand EE16
Gear up for winter with Haden’s new Slow Cookers and 2 in 1 Panini Press & Grill. Available in large 3.5L & 4.5L capacities, our Slow Cookers are perfect for cooking for your family or entertaining guests. And with three-heat settings – low, high and keep warm, you can leave your food warming so it’s perfect when it’s me to serve. Our 2 in 1 Panini Press & Grill affords both convenience and versatility, opening to a 180° griddle position it can cook up to 10 chicken breasts and with its non-stick coated plates cleaning has never been easier! Sabichi Tel: 01909 544 570 Web: www.hadenappliances.com Stand EH214
Pictured is JURA’s all-new, premium S8 model. JURA believes you shouldn’t have to compromise on the quality of your coffee and this new model is no exception to that rule. With innovation, precision, and quality at its DNA, the S8 offers more than 15 expertly made specialty coffees; it presents revolutionary technology that extracts the perfect flavour from the beans, a one touch function, and a Moonlight Silver finish. Jura Products Tel: 01282 868266 E-mail: sales@uk.jura.com Web: uk.jura.com Stand EE6
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Right: Smeg’s Fiat 500 alongside one of its iconic fridges on the brand’s IH+HS stand.
Electric avenues The aisles of the Wired + Well hall of Chicago’s recent International Home +Housewares Show (IH+HS), along with the show’s much-expanded Smart Pavilion, were a hotbed for electrical innovation. Moreover, a series of seminars and ‘Smart Talks’ focused on developments in the smart home arena and new technology providing plenty of insights into progress in this exciting category. PE reports from the US show.
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Show-stopping stands Above: Visitors to Nespresso’s stand wore virtual reality headsets for a ‘coffee tour.’
Right: Vita Clay Smart Multicooker.’
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Creativity in the Wired + Well hall did not stop with the products themselves; some SDA exhibitors’ stands deserve an honourable mention. Nespresso had a VR experience as the centrepiece of its stand. Visitors were able to virtually follow the lifecycle of its coffee, from planting to drinking, and even the recycling of the capsules. However, Smeg surely lifted the title of most stylish stand with its sleek and eye-catching ‘Smeg Fiat 500’ taking centre stage! * The IH + HS Show in Chicago, organised by the International Housewares Association (IHA) comprises three halls, including the Wired + Well showcase for SDAs, plus the Hall of Innovation, which houses the Smart Pavilion, another source of state of the art electrical advances. * The next IH +HS Show is on from March 2-5 2019. For more information go to www.housewares.org
great example of ancient meets modern, VitaClay launched its latest smart multicooker at this year’s IH+HS. Combining the traditional method of clay pot cooking with a smart device sets it apart as a brand that is combining some of the earliest cooking techniques known to man with the latest technology. “By retaining the clay element of cooking, this delivers significant health benefits, as well as providing an excellent way of producing amazing home-cooked food,” explains VitaClay’s Michelle Liu, executive VP. She continues: “Natural, unglazed and highly-prized Zisha clay enhances flavours and preserves important nutrients, enzymes, and vitamins in soups, stews, grains and vegetables. In a VitaClay pot, food is always free from added non-stick chemical glazes, lead and aluminium. “ Meanwhile, the new Cool-Cooker from Gourmia was
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previewed at the IH+HS – the innovative countertop SDA is a multicooker that keeps food cold until you cook it. With an impressive range of functions that live up to the multicooker label, this device has built-in refrigeration. Moreover, “You can do everything from sous vide and steam to slow cook and sauté,” states Gourmia’s head of marketing, David Rosenfeld. He adds: “It can be operated via Amazon Alexa and Google Home, and even uses AI technology to learn the user’s cooking preferences!” Dutch company, VacuVita was also on the menu. Its stylish vacuum storage home base and storage containers tap into the increased awareness of food waste, allowing consumers to store food for longer. “All the food you have stored away in your freezer can be scanned and the app will alert you when an item is nearing the end of its shelf life,” reports VacuVita’s account manager, Constantijn Conijn, adding: “You can also see at a glance what you have stored away (no more staring at frozen plastic bags trying to identify the contents!)” Drinks gadgets were another popular feature, with many variations on the theme of ‘virtual barman’. One of these was the iSommelier from
Toasting on the dark side Uncanny Brand’s Star Wars toaster in the shape of Darth Vader’s head received some extra publicity prior to the IH+HS when US business magnate, Elon Musk posted a picture of it with the tagline, ‘my new toaster’ on Twitter and Instagram. Each slice of toast is embossed with the Star Wars’ logo. Coinciding with the release of Jurassic World: Fallen Kingdom, Uncanny Brands is launching a Jurassic World toaster (previewed at the IH+HS) with a burn plate that emblazons the film series’ logo on the toast. The IH+HS was also the launchpad for a toaster accessory, the Toastilla, featured in the show’s Inventors’ Corner section. Toastilla encases wrapped tortillas and other foods in a metal cage that is inserted into a toaster. “What we didn’t expect is the convenience or variety of meals that can be cooked in a matter of minutes,” says Rudy and Kristin Gallego of their new product.
Here’s to 100 Zojirushi celebrated its 100th anniversary with sake and sushi on its stand in Wired +Well at the IH+HS 2018. The Ichikawa Brothers Trading Company was established in Osaka, Japan in 1918 and became the Zojirushi Corporation in 1961. It launched its Micro computerized, Micom electric rice cooker and warmer in 1983 and Home Bakery breadmaker in 1988. The latest model, The Home Bakery Virtuoso Breadmaker bakes an extensive menu of 2-lb loaves, including gluten free and a sourdough starter. “The dual kneading blades and additional heater on the lid ensures thorough kneading and even baking,” explains Zojirushi’s Krista Erickson.
iFavine. This app-controlled decanter delivers high concentrations of purified oxygen into the wine to reduce the aeration time to minutes, and can be tailored to the drinker’s own tastes. The app also connects to the iFavine network, which has information about wines and wineries in addition to recommendations from wine professionals for decanting times. “We hope that the app will also generate communication between experts and the consumers to increase their knowledge of wine,” states Jan van den Berg, general manager of iFavine. On the cleaning front, Neato robot vacuum cleaners were demonstrating the latest upgrades to its range, with laser-guided robots that can be controlled via Amazon Alexa or Google Home, as well as by app. Neato’s director of global communications, Aparna Aswani, claims: “The use of lasers to map out the area the Botvac is working in allows it to be more accurate and also to work in poor light as there is no reliance on a camera to visualise all the obstacles and walls in the room. The user can also use the app to decide exactly where they want the vacuum to clean, excluding any areas they want it to avoid (a pet water bowl or a five-year-old’s latest Lego creation for example!)” The Botvac is a case of clever cleaning among the aisles of bright products.
Top left: Neato’s Botvac cleaning up in the kitchen. Above: App controlled decanter: the iSommelier from iFavine. Left: Temperature control - Gourmia’s Cool-Cooker.
Left: Toaster accessory, the Toastilla as demonstrated in Inventors’ Corner at the recent IH+HS.
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