Parent group of Stoves and Belling brands GDHA has announced proposals to close its factory in Prescot, Merseyside, to “simplify the business and focus on growth”.

It has outlined a series of measures, which include partnering with international manufacturers, to provide appliances at an accessible price point, improve upon and expand its product range.

In addition, GDHA states the measures will allow the company to deliver an improved consumer experience and aftersales service, with wider geographical coverage.

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The company says it will also enable the business to offer better promotional support and marketing investment for retailers.

A spokesperson for the company commented: “The Belling and Stoves brands have almost two centuries of heritage between them. We are proud to be their custodians and have always treated them with the utmost respect.

“In order to continue to strengthen and develop these much-loved brands, we are proposing to make changes to our operations and to partner with leading international manufacturers to access latest technologies and expand our comprehensive, high quality and innovative product range.

“Regrettably, if implemented this proposal will lead to the eventual closure of our manufacturing facility in Prescot.”

However, the spokesperson added: “We intend to retain a strong, UK-based engineering and design capability to develop and maintain a range of innovative, high-quality products, manufactured by our carefully selected partner.

“We also intend to build on our existing customer service to support both retailers and the end consumer.

“Our improved service will include wider geographical coverage, enhanced consumer engagement technologies and stronger aftersales service.”

GDHA reports over recent years it has streamlined operations and driven cost efficiencies, to build and protect its brands for the long-term and secure a sustainable future for the business.

The company spokesperson concluded: “Our immediate priority and focus is our duty of care to colleagues whose roles cannot be moved to other UK businesses within the Group and we will be doing everything we can to support them during this time.”