Braun is set to relaunch itself in the UK market following a six-year absence. It is launching three new ranges of hand blenders, juicers and irons.
Following the licensing of the Braun brand name for household products to De’Longhi Group in January 2013, the company has invested in new products which will be introduced into the UK this month.
The new collection of Braun TexStyle irons, Multiquick hand blenders and Multiquick juicers will roll-out across department stores, electrical retailers, grocery multiples and electrical independents.
The German designed products enter growing markets across the board in the UK, most notably the juice extractor market, which has jumped 180% in value year-on-year [May 12 – April 13 vs May 13 – April 14, GfK April 2014]. Braun’s new range of Multiquick juicers enters this £23m category with powerful two-speed motors up to 1000W, and 75mm feeding chutes.
Braun UK managing director Neal Jones says: “With 82% brand awareness of Braun in the UK, our aim is to fully leverage this potential by further extending Braun’s product offering into the household category. We took 18 months to carefully consider which Braun products are most relevant to the UK market, taking into account consumer trends to ensure we provide unique offerings in each different category.
“Our new collection of Braun products will sit in the affordable, mid-range segment of the small domestic appliances market, whilst also providing consumers with a high degree of quality, innovation and design, offering a huge opportunity for retailers. We’re confident that the prestige of the Braun brand coupled with the expertise of the De’Longhi Group will achieve great success in the UK market.”
