Kevin John, sales and marketing director for V-Zug, on what' leading developments in built-in ovens...

The notion that built-in appliances are all the same, and that ovens are simply boxes with lights on that cook food, undervalues the vast investment in design and innovation from appliance manufacturers.

Even at budget level, there are still important differences between products in the quality of their design and construction, in their functionality, and perhaps most importantly in their impact on the environment.

However, if one steps outside the more commoditised areas of the appliance industry, the differences between brands and products become more fundamental, and the onus on kitchen designers to understand these differences is vital.

Continual investment in product development from the major appliance brands has completely transformed the kitchen and is perhaps where real change in kitchens is almost constant.

Today, consumers can choose from an array of brands, with appliances that will all save time, energy and stress in the kitchen. And it is the kitchen designer's opportunity and responsibility to educate, inform and inspire the consumer on how their lives can be changed with their new kitchen.

The best kitchen designers and retailers are those who understand the importance of the appliances to selling kitchens, not simply because there is an opportunity to make a margin, but also because in presenting and selling appliances the kitchen designer can truly demonstrate their expertise to the client.

I have been impressed by the knowledge demonstrated by many of the professional designers working in UK showrooms. But even among the best designers, there is a general lack of real experience of the products on display in showrooms.

Manufacturers acknowledge the challenge that designers face in understanding and communicating the benefits of the appliances on display, which is why the standard of training and support from the top brands is generally of a high quality.

Competition to develop ever quieter, ever more energy-efficient appliances is at the heart of innovation in appliance design, but understanding and selling the benefits to consumers is perhaps the biggest challenge.