Swanning around UK-style!

September 21 - 27, 2016

Gulf Weekly Stan Szecowka
By Stan Szecowka

Gulf Weekly Swanning around UK-style!

As staying in for many is the new going out, small kitchen appliances are playing an increasingly important role in consumers’ lives and Bahrain is now getting a slice of British style when it comes to entertaining at home.

Swan, which describes itself as ‘the home of electrical appliances’, with a heritage dating back to the 1920s, is famed for producing iconic and pioneering appliances such as the legendary Teasmade. Is there anything more British than a gadget that wakes you up with a cup of tea?

Distributed by engineering technology solutions company Enerserv’s consumer products division based in Bahrain, Swan Brand UK, including its popular Swan Retro range is now available at Lulu, Carrefour and Home Electronics, with Geant to follow.

Paul J Carney, general manager, consumer products division, said: “We’re confident it will win many new fans in Bahrain.

“We are very excited to be able to offer Swan products to our customers. A long-established and forward-thinking British brand, Swan sits well with Enerserv’s dynamic approach and we look forward to a productive partnership.”

Swan’s arrival ties in nicely with BHUK, being staged throughout the year to help celebrate the 200th anniversary of British-Bahraini diplomatic relations with 200 activities across the kingdom.

British ambassador Simon Martin and his wife Sophie attended the official launch at at Lulu hypermarket in Hidd last Wednesday in front of a stand of kettles, toasters, stand mixers, irons, air-fryers and juicers.

“The 200th anniversary between Britain and Bahrain celebrates so many collaborations between our two countries,” the ambassador told GulfWeekly. “Swan is an iconic, long-established British brand and we are so pleased that they have decided to initially launch in Bahrain before moving into other GCC countries.

“I think this is testament to British brands considering Bahrain a great investment and somewhere to base themselves. Where better to launch Swan than at Lulu, the supermarket where you will find the largest amount and variety of British products the kingdom has to offer?”

A recent report found that 42 per cent of consumers think that it’s important that their home looks ‘good for visiting guests’ and 30 per cent of them now ‘regularly entertain friends’ at home.

Consumers are also now displaying their small kitchen appliances and using them to add an element of colour and style to their kitchens. Although colour and design are the key words at the moment, people want to invest in appliances that are reliable and good quality – such as those demonstrated in popular TV food programmes.

“Celebrity chefs and home baking programmes continue to drive interest to the category,” said one analyst.

To keep ahead of the game, Swan announced that it was realigning its electrical and housewares output for the first time in 30 years to create a stronger brand proposition.

The move heralded ‘a new era’ for the company as it looked to capitalise on consumer recognition for its classically-designed small domestic appliances and white goods products by offering a range of complementary cookware and kitchen accessories.

Swan Retro is an award-winning range available in a host of colours including sky blue, delicate green, rich red, traditional cream and contemporary black.

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