Joan Fraser

National sales support manager, Smeg UK

How would you view the current kbb retail market?

Currently, Smeg is maintaining its share of a universally tough marketplace which is slowing owing to general market and homeowner conditions. With the majority of consumers tightening their belts, insecure under the threat of higher mortgage repayments and reduced availability of credit, manufacturers must up their game to encourage consumers to part with their hard earned cash.

Which companies do you think are setting the pace in this industry?

All manufacturers have to up their game to attract consumers to their brands and there are several companies out there at the moment producing some really eye-catching products.

Do you think this is a golden age for kbb design?

Thankfully yes. The 'living' kitchen is top of most people's wish lists at the moment, the high demand owing to this type of environment's suitability to how the majority of consumer's lives are conducted. If manufacturers don't supply product conducive to creating this combined living, dining, kitchen space then designers struggle to achieve the look and consumers ultimately don't get what they want.

Which individual new products have stood out for you in the past 12 months?

The past 12 months has seen great evolution in appliance design but I think the product that sticks in my mind is the introduction of perimeter extraction hoods. Technology to create this type of hood has only recently become available but has given designers the opportunity to create a new visual that perfectly appeals to consumers demanding more from their kitchen design.

Similarly, the introduction of flueless gas fires featuring the same aesthetics as appliances from the same manufacturer further enables the consumer to create a coordinated, flowing living, dining, kitchen space.

What are your predictions for the industry in the coming year?

The way things are shaping up, 2008 is going to be a tough year during which manufactures and retailers are going to have to work hard to generate business.

Who is the most famous person to have blagged free product from you?

Smeg has a long list of standing supporters including one very famous chef, Jamie Oliver, who has advocated our brand since the early days of his recognition.