Mid-to-premium priced appliance brand enters UK market

Following the preview of Grundig built-in appliances at kbbBirmingham, the brand has now launched in the UK and is available to consumers exclusively through Nolte studios. House builders and developers are also able to access built-in Grundig appliances through BK Nolte Contracts, while freestanding models will be available through electrical giant Currys.

The mid to premium-priced built-appliance range features 24 SKUs which span cooking, refrigeration and dishwashing and all come with a five-year warranty. They include 900mm induction hobs with flexi zone, a dishwasher which uses six litres to wash 13 place settings, 75-litre pyrolytic and 75-litre multifunction ovens, all of which feature a ‘piano key’ control . All appliances are now held in stock.

Senior marketing manager, Matthew Jones commented: “There are about 50 Nolte dealers around the country and the plan is, by the end of the year, we should have half of those, around 20, displaying Grundig. The view is Nolte has ambitions to grow the distribution network over the next couple of years. There’s one studio near Manchester, Clearly Interiors, which has taken a display of 40 units and we’re already started to see orders coming through.”

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The launch will be supported by a consumer marketing campaign based upon the strapline ‘built to last’, which includes a revamped website, the use of outdoor media at major train stations, and a takeover of consumer websites. Matthew Jones commented on the campaign: “From next week, onwards, we are launching a campaign which is going out to a nationwide network of railway stations on big screens, such as at Euston and Manchester. The reason we are doing that is Grundig is targeting people who effectively have busy lives. They have very little time on their hands and what we are trying to do is capture those people in the places they are going to be and a lot of them are going to be commuting to work.”