Haden targets indies with its first MDA line-up

EXCLUSIVE

British SDA brand Haden is moving into white goods with the launch of a range of freestanding refrigeration and freestanding and built-in electric and gas cooking products.
They will be available from this month and are aimed at independent retailers.

Haden, which was founded in 1958, is owned by UK-based homewares and small appliances manufacturer Sabichi, which acquired the brand in 2016.

Speaking exclusively to ERT, Neil Bradford, Sabichi national account manager, said: “People of a certain age remember Haden – it’s a good, strong British brand with a great heritage. I believe we have a point of difference with it and it’s a unique opportunity. We have a two-pronged attack – freestanding refrigeration and cooking. All the Haden products come with a two-year parts-and-labour guarantee. The refrigeration appliances are all metal-backed, with the exception of two models – we’ll be one of the first to market with that kind of range.”

Neil Bradford

Added Mr Bradford: “As we’re starting from a low base, there will be no price erosion – independent retailers don’t want to be looking over their shoulders… It will be a sheltered brand.

“We’re talking to Sirius and Euronics buying groups. Hughes has committed to selling our SDAs and they’re doing very well with them – they’ve also committed to the refrigeration. I want to work with strategic partners.

“There’s definitely a gap in the market for a brand that independent retailers can make a healthy margin on. I’m really pleased with the reaction I’ve had to Haden when I’ve been talking to independents about it – they all know the brand.

“Our products are feature-rich at a competitive price – we’re not the cheapest and we don’t want to be, or need to be, as we have a good brand.”

Haden will launch dishwashing products and built-in refrigeration next year.

Commenting on Haden small appliances, Sachin Bagga, director of Haden, said: “When we acquired the Haden brand in 2016, we went back to its roots and heritage and then reconstructed it from the ground up. We took the element of it being so intrinsically British and then looked at the Home Counties, the Cotswolds and Perth, in Scotland, for the inspiration for our colour palette and styling, including slate grey and rectory red.

“We decided to pitch Haden at the middle market, against Morphy Richards, Russell Hobbs and Breville, and it’s worked really well so far. We’ve done way over what we forecast.”