Hotpoint plans premium range of appliances

White goods brand Hotpoint is launching a premium range of kitchen appliances to reinforce its presence in the built-in appliances market. The new Experience range is one of the brand’s key launches for this year and will receive significant marketing support.

The range will be launched later this month and will extend the Hotpoint brand into the high-end sector. Hotpoint UK marketing director Neil Tunstall says Experience will be supported by a major campaign, including press and television, in the second quarter of the year. The brand’s advertising is handled by Leith Advertising.

The Experience products, which include ovens, hobs and a coffee-maker, have a range of finishes, such as stainless steel and glass, and the designs are co-ordinated so that consumers can mix and match appliances.

Hotpoint owner Indesit Company, which was formerly Merloni Elettrodomestici, is also extending its Cannon cooking appliance brand into electric and range cookers. The move follows a reorganisation of the company’s cooking products last year which involved Cannon, the leading brand in gas cookers, being positioned as the company’s premium brand (MW September 23, 2004). The new products will be supported with a £1m press campaign.

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