Brand aims to be “Aldi of electricals”

Electriq has launched into the UK market, with 100 products across small and major domestic appliances for multiples and online.

The brand, which spans halogen ovens, cooker hoods, air purifiers and juicers will be sold through appliancesdirect.co.uk, BHS Direct, Amazon and Tesco.

Electriq has further plans to double its product its product range by 2016.

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The brand aims to be “the Aldi of the electrical world”, following the supermarket’s method which, rather than focusing on popular brands, sources the same quality products but at a lower price.

Managing director of Electriq Victor Stoica explained: “During a trip to China I noticed that most of the big brands’ appliances were being manufactured in the same factories. I got talking to the factory owners and was able to buy the same or very similar products that I could then offer to customers without adding on a premium for having a popular brand’s logo.

“We don’t have massive advertising campaigns and we have a very small workforce, meaning we can give amazing value to retailers and then in turn customers. We only choose the best possible products from the best factories meaning you’ll always get the best quality for your money.

Stoica stated: “I really admire companies like Aldi, who, rather than focusing on popular brands know that the same products can be made or sourced cheaper and at the same quality, but for a much lower price. This is how I’ve built the business model for Electriq and it’s working really well so far.”