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John Lewis to launch range of own brand small appliances

Retailer John Lewis has announced plans to introduce a range of own brand small appliances, including kettles, toasters and irons.

With the high street brand already established in the large appliance sector – having offered its own line of washing machines and fridge freezers for a number of years – the company told us that from 2015, it will also offer a range of own brand countertop gadgets.

Having expanded into the TV space in 2014, the retailer has teased further product categories will be added to its own brand lines moving forward.

“The one that we are very excited about which is a bit further down the line is in the small electricals space, like kettles, toasters and irons,” Johnathan Marsh, Head of Buying for Electrics and Home Technology at John Lewis, said speaking with TrustedReviews recently.

“You won’t see anything from us until next year on that one, but it is something where I think John Lewis can bring a real point of difference around design.”

Detailing how the John Lewis offerings will differ from the likes of the Dualit, Kenwood and Russell Hobbs ranges already on the shelf, he added: “We think there is a role we perform in the home market that nobody is performing in in the home electrical market and we want to do that.”

With entering such a competitive category fraught with risk, Marsh has suggested John Lewis has carefully considered its timing in entering the small appliances space.

“The manufacturer base has to do something different,” he said discussing the current state of the market.

He added: “Those manufacturers that are investing in added value and premium designs are the ones which are really winning through and will continue to do so. The market is really shifting to try put value back into the category and to offer customers something different and extra to what they are used to.

“I also believe that customers just want more. They want more from their products and they are investing in more expensive products because they want their homes to look nicer or they want extra features and benefits that make their lives easier.”

Although Marsh failed to offer any more precise detail as to when next year the first John Lewis branded small appliances would go on sale, he suggested they might not be the lightest on your wallet stating: “There is absolutely no merit and no reward in pushing out low-end commoditised electrical products.”

Read More: Best Kettles

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