Stoves and Belling target KBB market with new collection

Glen Dimplex Home Appliances (GDHA) has announced the newest collection from British appliances brands Stoves and Belling with plans to raise their profile in the KBB market.

The news follows several years of development for the collection and emerged when kbbreview spoke exclusively to Louise Kearns, GDHA marketing activation manager, at the recent launch event for the new Stoves Deluxe range available with FreedomFLEX, a zoneless induction hotplate.

Commenting on the company’s activity over the past few years, Kearns said: “We’re proud to introduce the new collection with brand-new technologies for the industry with a full targeted and coordinated campaign for the Stoves brand. Over the past few years, we’ve been taking stock – looking inwards, and reassessing everything to ensure the new products are the very best for the industry. The company also recognises that it’s time to invest in the brands, as well as in product development.

“During 2016 to 2018 our entire portfolio was replaced as part of phase one of our targeted and clear new product development strategy. Phase two is the new collection with two new and exciting technologies which were in development pre-pandemic and now we’re able to launch, following strategy planning and listening to what our customers want.

“We’ve been focused on evolving the brands and making sure the products are right for our customers new and old. We’re also going to be appealing to consumers through TV advertising, for the first time in a while.”

Kearns continued: “We need to make sure we’ve got a consistent brand message for when consumers go to retailers through a full coordinated effort across PR, marketing and above the line. We want to introduce audiences to products like this, but also for them to know that this isn’t the only time you’ll hear about us as a brand.”

When asked why now is the key moment for the brands to redefine their place in the kitchen appliance market, Kearns said: “I think Covid changed everything. There was a huge boom where a lot of people were looking at their houses and doing home improvements then, whereas things are calming down and the market is where it is now economically, so companies are having to be more strategic.”

Kearns explained the part the newly-launched products will play in this: “What’s interesting about the appliance technology that we’ve just launched is how well we’ve aimed it at the consumer. We’ve done extensive consumer research, and this is the first stage of creating products based on the feedback that we’ve had. This first stage is all about consumer flexibility and accuracy, which is why features like the digital thermostat are so important. We can tell our consumers that when you cook with this product, you can guarantee consistently that it’ll come out the same way every time, time and time again.”

Stoves claims that the new zoneless induction hotplates are a world first for range cookers, allowing customers to position any pan of any shape or size, anywhere on their hotplate.

Kearns concluded: “We’re really proud of our new products. Stoves are back, and we’re back in a big way.”

In related news, kbbreview recently wrote about the new Stoves Deluxe range available with FreedomFLEX, a zoneless induction hotplate that is helping to launch the brand’s resurgence, and GDHA also celebrated its 50th anniversary earlier on this year.

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