Progressive Electrical 2026

DESIGNED FOR Everyday Living

Its botanical motifs, nature-inspired florals, and calming colour palettes represent the softer and more seasonal side of a collaboration that has always understood how to bring the natural world into the kitchen.

Launched exclusively with Harvey Norman in Australia before reaching a wider market, it has since gained strong recognition through its early industry presence and subsequent wider release. It is a collection that earns its place quietly, which is precisely its strength.

The Laura Ashley partnership has entered an interesting creative moment with their Wild Meadow Collection.

Award-Winning Recognition

And then there is China Rose, which brings the recognition to match. At the Brand and Lifestyle Licensing Awards 2026, the collection took home two awards for Best Brand Licensed DIY, Electrical and Gardening Range, recognition that builds on the Good Housekeeping Seal of Approval it had already earned and confirms what the trade has increasingly come to understand: that this is a collaboration operating at the top of its category.

Bees Collection

The Bees Collection is the established anchor, instantly recognisable, full of character, and finished with a hand-applied designer print and a high-grade gloss UV coating that reflects the level of craft VQ brings to even its most joyful work.

Power Up

Welcome to the 12th annual edition of Progressive Electrical. The SDA category is, as ever, evolving rapidly to meet consumer needs, lifestyle changes and the wider geopolitical climate, and overall, the sector remains resilient and exciting.

Our annual snapshot of the entire category from NIQ’s Bruce Denton shows that for the second year running, hot beverage makers and, more specifically, coffee machines, are holding the top spot when it comes to sales, growing 29% in the 12 months to March 2026. Premium machines in the £400+ segment now account for 45% of the overall hot beverage maker category, showing that consumers are moving towards recreating café style experiences at home and making the most of the cost savings associated with not visiting the coffee shop daily.

There is plenty of innovation in the wider sector too and the market focus in this issue (page 16) explores the latest trends and innovation across the SDA category as a whole, as well as what visitors to Exclusively, which takes place from 9-10 June at the Business Design Centre, London, are likely to find on exhibitors’ stands. Earlier in the year, visitors to the International Housewares Association’s Inspired Home Show in Chicago will have seen a range of new products being launched. Those who missed it can see a round up later in this issue (page 13).

Once we have enjoyed Exclusively, we will be heading towards the annual Excellence in Housewares Awards on Wednesday 30 September at the Royal Lancaster Hotel, London. Be sure to get your entries in and book your tickets early to avoid disappointment at max-tickets.net. We can’t wait to catch up with you at Exclusively. Please do get in touch if you’d like to book a meeting. Otherwise, we look forward to seeing you in the aisles.

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NIQ insights

Show review: Inspired Home Show

Exclusively preview: Sabichi

Market focus: SDA

Company profile: VQ

Brand profile: Beldray

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20 News

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Morphy Richards celebrates launch of artisan-inspired Clay collection

Morphy Richards launched its new artisan-inspired Clay collection with a special event at the iconic Middleport Pottery in Stoke-onTrent.

With Morphy Richards’ UK headquarters also based in Stokeon-Trent, the event brought the story behind the Clay range to life in an authentic and meaningful setting, deeply rooted in the region’s craftsmanship traditions.

Guests, including buyers, press and content creators, spent the afternoon exploring the collection and learning more about the design inspiration behind the range.

The experience continued with a guided tour of the historic pottery site followed by pottery painting activities.

David Foulstone, commercial director at Morphy Richards UK, commented: “Inspired by tradition and crafted for today, this new collection is not an imitation, but definitive and unique in its look. The Clay range reflects the deep-rooted pottery traditions of Stokeon-Trent.

“It was fantastic to welcome buyers, press, creators and more to experience the range in such an authentic and meaningful way, helping us tell the story behind the collections design.”

Taking inspiration from handcrafted ceramics, the Clay collection features uneven surfaces and organic textures designed to create a more natural, rustic aesthetic. Even the logo has been embossed to replicate the tactile feel of ceramic pottery, while wooden finish details further enhance the collection’s artisan appeal.

The Clay collection offers three colourways - Felspar, Flint and White China - and includes:

• Clay 1.7L Jug Kettle

• Clay 4 Slice Toaster

• Clay 20L 800W Digital Microwave Morphy Richards will be exhibiting @ Exclusively stand EH440

Tefal supports Breast Cancer Now

Tefal has partnered with Breast Cancer Now to become the headline sponsor of its Afternoon Tea fundraiser as part of its Act for All mission.

Tefal and Breast Cancer Now are encouraging the UK to come together this summer to host an Afternoon Tea. The money raised will help Breast Cancer Now be there for anyone affected by breast cancer, through its life-saving research and support and change the future of breast cancer while helping to make conversations about breast health feel more natural, at home and with the people we trust.

Amrit Kalher, marketing manager at Tefal said: ‘We’re part of people’s everyday routines, so through this partnership we’re in a unique position to help normalise conversations that might otherwise not happen

“We know many conversations happen over a cup of tea, but our research shows breast health still isn’t one of them. That’s something we want to help change.

“By supporting Breast Cancer Now’s Afternoon Tea, we’re encouraging people to use those everyday moments at home to check in with each other, start conversations, and take action if something doesn’t feel right.”

As part of the partnership, Tefal commissioned a study with 2,000 UK adults.

When it comes to breast health, most of the UK stays silent as only 23% of those surveyed said they feel comfortable discussing the topic, while just 10% of men admitted to feeling comfortable talking about breast health.

One in five (20%) surveyed said they avoided talking about health issues because they didn’t think it was serious, while embarrassment (32%) and preferring to keep things private (32%) also ranked among the top reasons people hold back.

The Includeo kettle will form part of Tefal’s Feel Good Range, a limitededition line launching through 2026 where a £1 donation from every purchase will go to Breast Cancer Now.

US: The Cookware Company unveils Martha Stewart SDA range

The Cookware Company is launching a licensed Martha Stewart SDA collection exclusively in Amazon’s stores.

The collection combines practical features with modern design and reliable performance designed for home cooks and includes stand mixers, coffee/spice grinders, ovens, slow cookers, air fryers, rice cookers, blenders, toasters, waffle makers, milk frothers and more.

Each piece is designed using simple forms and discreet digital displays that disappear when not in use. Standout pieces include a French door air fryer; a stand mixer designed to be left out on the counter; and a touchscreen toaster that brings modern convenience to everyday routines.

“This collection of kitchen electrics marries high performance and functionality with exquisite design,” said Martha. “Every piece has been rigorously tested by me and my team of experts, and we are so proud of the results.”

Reflecting Martha’s renowned eye for colour and design, the collection launches in a palette inspired by her homes and gardens, including four colours: honeydew (light green), linen (beige), caviar (dark grey) and sky (light blue), with indigo (dark blue).

De’Longhi reveals the ‘world’s smallest coffee shop’

De’Longhi has collaborated with master craftsman Simon Weisse, to debut ‘The World’s Smallest Coffee Shops’ at Milan Design Week 2026.

Simon Weisse is a model-maker known for his miniature work for filmmakers. The new architectural project features five intricate miniature facades inspired by coffee landmarks in Paris, Tokyo, Milan, Copenhagen and Berlin. The designs are mounted onto De’Longhi’s bean-to-cup machines to demonstrate that the authentic coffee experience people crave is no longer confined to retail shops.

The project addresses a stark reality in global coffee consumption. Despite the fact that 80% of coffee is now consumed at home, 72% of drinkers still believe a professional shop is required for a truly ‘perfect’ cup.

“The perfect cup of coffee is no longer one that is exclusive to cafes; with De’Longhi, a perfetto experience can be owned at home with finesse and flair,” said De’Longhi cmo, Aparna Sundaresh. “That is why we have partnered with Simon Weisse to create an imaginative and immersive experience that places the world’s smallest coffee shop, a De’Longhi, on the kitchen counter.

“By shrinking these iconic institutions and housing them on our products, the project shows that the coffee once sought in the street is now a reality for the home.”

BaristaPro+ Touch 8-in-1 Espresso Machine

New Dawn Innovations wins at the B&LLAs

New Dawn Innovations, Habitat and Dunelm picked up coveted trophies at the Brand & Lifestyle Licensing Awards. Hosted by TV and radio broadcaster, Myleene Klass, the brand licensing community’s annual gettogether, was attended by some 500 retailers, licensees and brand owners.

New Dawn Innovations won the Best Brand Licensed DIY, Electrical or Gardening Range (sponsored by Golden Goose) for its Laura Ashley China Rose Collection. The Best Brand Licensed Tabletop and Kitchenware Range (sponsored by Natural History Museum) went to Habitat for its Sanderson x National Trust Homewares Collection. Meanwhile, Dunelm was named Best Specialist Retailer of Licensed Brands (sponsored by Brandgenuity).

Welcoming the guests to the Royal Lancaster London, Jakki Brown, managing director of Max Publishing (which owns and organises the B&LLAs), said: “This is the 10th anniversary of the B&LLAs and chancing upon the welcome speech at the inaugural event back in 2016 brings back memories of what prompted their launch.

As we said back then: “We couldn’t ignore the quips from the brand and lifestyle licensing community any longer that the achievements from this sector really weren’t being recognised”.

“With the B&LLAs we truly wanted to reward the innovation, collaborations and consumerengagement that brand licensing was and has increasingly achieved.”

KitchenAid introduces new coffee machines

KitchenAid has launched the new Fully Automatic Espresso Machine with Iced Coffee collection.

The new range includes the KF2, KF3 and KF4 – ensuring café-quality coffee made exactly the way consumers like it in their own home. Rooted in innovation, design and lasting craftsmanship, the new KF4 combines cutting-edge technology with best-in-class performance.

Designed to seamlessly integrate into the home, the new compact design is Quiet Mark certified for a peaceful start to the day. The KF4 delivers many options for both hot and iced coffee drinks all at barista-quality level and with ease at the touch of a button.

The KF4 features a dedicated iced coffee and iced espresso setting, which brews at a lower temperature to preserve flavour balance. Key features:

• 24 pre-set recipes

• 5” touchscreen display

• IntelliGrind technology

• Auto milk system

• QuietGrind technology

• Crema guarantee system

• 250g bean hopper

• 8L removable water tank.

• Integrated conical steel burr grinder

• Pre-ground coffee bypass chute

• Compact footprint

• Easy cleaning

Available in matte black and porcelain white, the KF4 complements a range of kitchen aesthetics.

Innovation sits at the core of KitchenAid. The Fully Automatic Espresso with Iced Coffee KF4 reflects the brand’s commitment to evolving the range, combining iconic design with meaningful, userfocused technology to unlock new possibilities in home coffee brewing.

The collection comes with a two-year limited warranty and an extended five-year limited warranty for the built-in burr grinder, along with a 10-year repairability guarantee to ensure long-term performance.

SharkNinja sales up 15.6% in Q1 2026

SharkNinja has announced its financial results for the first quarter ended 31 March, 2026.

Net sales for the period increased 15.6% to $1,412.8m. Net income increased 3.1% to $121.5m, while adjusted net income increased 25.1% to $154.8m.

Mark Barrocas, ceo, commented: “SharkNinja’s momentum has continued into 2026, with Q1 results delivering 15.6% net sales growth that reflects both strength and steadiness in execution.

“Our three-pillar growth strategy continues to drive substantial market share gains across our expanding portfolio, as we innovate in new categories, capture share in existing segments and accelerate our global footprint with international growth of 31.6%.

“The strength of our diversified portfolio was evident, highlighted by the continued success of Ninja Luxe Café and Ninja Crispi in Cooking and Beverage.

“Even as the broader market categories we compete in faced yearover-year weakness in Q1, SharkNinja delivered our 12th consecutive quarter of double-digit organic net sales growth, underscoring the power of our differentiated culture and how it allows us to navigate an unpredictable macro environment.”

Cooking and beverage appliances net sales increased by $68.7 million, or 19.8%, to $414.6 million for Q1, compared to $345.9 million in the prior year quarter, driven by sales of the Ninja Luxe Café espresso machine and the strength of Ninja Crispi.

Food preparation appliances net sales decreased by $9.9 million, or 3.3%, to $287.5 million, compared to $297.4 million in the prior year quarter, driven by declines in the frozen drinks sub-category, partially offset by strong growth in the blending sub-category.

Looking ahead to FY26, SharkNinja expects net sales to increase 11.5% to 12.5% compared to the prior year, which is above prior expectation of 10-11%.

Brits are ‘hoarding’ unused recyclable kitchen gadgets, says research

New research from Tefal has revealed thousands of recyclable kitchen gadgets are sitting unused in UK homes.

Tefal has undertaken research into the ‘kitchen graveyards’ holding back Brits’ recycling efforts. The study reveals more than 8 in 10 (88%) of UK consumers have at least one unused kitchen appliance in their homes, with over a third (34%) hoarding between three and five gadgets they rarely or never use. Meanwhile, 83% of people have at least one broken appliance that could be recycled.

Plus, despite being an increasingly popular kitchen gadget, less than 4 in 10 (37%) know air fryers can be recycled.

The research has led to Tefal urging consumers to check their cupboards and recycle unwanted kitchen electricals responsibly. Tefal offers free in-store recycling for electrical items, regardless of whether they were purchased from a Tefal store.

Patrick Lucereau, marketing director at Tefal UK, said: “Many of us have a ‘kitchen graveyard’ hiding in cupboards or garages, they just don’t know where to start with recycling them. By offering free in-store recycling and working with Ecogenesys, we’re making it easier for people to clear out unused appliances and ensure they’re recycled responsibly.

Tefal’s Ecogenesys electrical recycling program has already prevented emissions equivalent to 173 business-class flights from London to Hong Kong.

Proper care significantly extends the life of kitchen gadgets, Tefal champions this with a 15-year repairability commitment across many products.

Full of beans

SDA sales in the year to March 2026 were somewhat dominated by hot beverage makers, with suppliers putting weight and budget behind marketing and sales. Bruce Denton, client solutions consultant, NIQ explores the sector.

Aquestion: What do George Clooney, Brad Pitt, Dua Lipa and David Beckham have in common? Answer: They all want me to buy a new coffee machine.

Major coffee machine brands are investing time and money convincing us that a coffee machine is the next must-have small domestic appliance to show off on the kitchen worktop. Watch out, fondue set and doughnut maker: if you survived the arrival of the air fryer without being rehoused, you’re up for a move to a shadier spot below the worktop.

NIQ data shows value sales of hot beverage makers (HBM) grew 29%, making it the highest-growing small kitchen appliance category in the 12 months to March

Bruce Denton

2026. The second-fastest-growing was food preparation, up an impressive, but still single-digit, 7%.

With more than 60% of households now owning a hot air fryer (up from less than 5% in 2019), the category is losing its ability to excite. If you bought one to save on energy costs, that investment is now hopefully paying off. A coffee machine is also an investment, one that lets you play barista at home.

gfknewron consumer data shows that over the past six years, coffee quality has been the most important factor on a consumer’s mind when buying a coffee machine. This explains why the Nespresso machine being advertised barely appears in Dua Lipa’s new campaign video. The focus is the drink, in all its many hot (and cold) formats.

However, the second most important consideration for consumers is the cost per cup.

For those whose blood type is ‘take away espresso’, investing in a machine that promises all the quality of a takeaway coffee in your own ceramic mug at home can save you serious pounds. Cutting out five takeaway commuting coffees a week at £3.40 a shot could easily save you £800+ over the course of a year. That’s enough to buy an impressive HBM and a flask, so you can still enjoy the morning ritual of staring into the distance while the coffee prepares you for the day ahead.

and grew an impressive 64%. In value terms the £400+ segment now accounts for 45% of the overall HBM category and is growing 50%.

As awareness and understanding of premium coffee machines convert into consumer desire, there are an increasing number of brands and products eager to grow their market share. The average price for a full automatic machine has dropped £20 to £456, making it the cheaper option compared to a premium pump espresso machine with an integrated grinder with a price tag of £494. Seasonal promotions reduce these prices even more, fuelling consumers temptation to invest in these models.

So, should you be inspired by Dua and George and invest in a cheaper, less worktop hungry capsulebased model? Or David and Brad, who suggest investing in a bigger and costlier machine that will be cheaper on a cost per cup basis?

Premium machines (£400+) are driving HBM growth. In the 12 months to March 2026, these high-end models accounted for just 13% of HBM sales by volume

For many the takeaway budget has been taken away and reinvested in an appliance. If coffee is your thing, there has never been more choice of machines for the home all wanting you to upgrade in an instant from your instant and saving you money and time in coffee shops. At NIQ we think the growth we have seen in the past 12 months, like some people’s coffee, some will only get stronger.

power for dry ingredients, spices & small batches. Quiet, durable & built for decades of use, the bamix Deluxe doesn’t just blend, it transforms raw ingredients into confident, restaurant quality results, right in the pan, bowl or beaker.

bamix blenders are icons of precision, power & longevity. Made in Switzerland, they deliver consistent torque that cuts, blends & emulsifies effortlessly, even with demanding ingredients. Slim, perfectly balanced & designed to work directly in pots, bowls & beakers, bamix blenders offer unmatched control & minimal mess. Interchangeable stainless‑steel attachments turn a single tool into a whisk, grinder, chopper & emulsifier, handling everything from soups & smoothies to mayonnaise, sauces, herbs and spices. Quiet, compact & famously long‑lasting, a bamix isn’t just another hand blender, it’s a professional kitchen instrument built to perform for years.

Available from Burton McCall sales@burton mccall.com www.burton mccall.co.uk

SDA delights on show

The tariff debacle might have resulted in a few less names in the line-up, but SDA and wellness were well represented at the Inspired Home Show.

North Hall was home for electricals, with a separate Wired & Well section, where there was everything from slow cookers to massage devices. Visitors could also find SDA in South Hall, where brands were active in multiple categories, or via Debut (for new brands), Inventors Corner and Student Design mini expos.

The gia Excellence in Product award finalists were displayed at the entrance to North Hall, with the exhibition updated the following day to reflect the winners announced on the opening evening’s gala dinner.

The Kitchen Electrics category winner was Jura with the C9 Piano Inox coffee machine – finalists were Cole & Mason (Derwent electric mill), Lifetime Brands (a Taylor digital container/scale), Livwell Brands (glass air fryer) and Reencle (Gravity home composter). Other electrical winners were: Brabantia (Steam & Ironing Board - Bath & Personal Care), Cribsi (rechargeable Luna Lantern - Home Décor & Gifts) and Dreo (TurboCool misting fan - Household & Home Electrics).

There was a good contingent of British brands at the show and in electricals that included Dualit, Haden, Aerolatte and New Dawn Innovations. Pendeford featured some SDA in the new William Morris design. There were international exhibitors already active in the UK, like Sourhouse sourdough kit brand, Kuvings slow juicers and Uncanny Brands. Finally, there were some brands keen to make inroads in the UK. Several offering new collections under licence from fashion magazine, Elle, with electricals from Hong Kong-based Star Glory. Norwegian brand Wilfa was showing stylish coffee makers, kitchen products like the Probaker heavy-duty stand mixer and floorcare. Wilfa has been working

There is always a strong showing for electrical appliances at the Inspired Home Show and this year was no different, despite the show taking place with the backdrop of tariffs and conflict in the Middle East.

with a distributor in the UK, but is interested in getting into UK housewares in a big way.

California-based Magnifique is a relatively new company, a first-time exhibitor at the show and a recipient of the America’s Test Kitchen Editor’s Pick Award at the show for its new Combo Air Fryer. The combi multi cooker and air fryer is glass and stainless steel and coating-free. The brand is launching in the UK and Germany via Amazon in June. Beth Garry, PR & communications manager said: “The show provided a powerful space to connect with fellow innovators and retail partners who share our philosophy. As we scale internationally, we see a global appetite for cookware that refuses to sacrifice health for convenience. 2026 is the year we take the Magnifique standard worldwide.”

Cohesive vision

For Sabichi Homewares, Exclusively is an important moment in the calendar. It provides the opportunity to present the business in full, led by its flagship brand, Haden, while continuing to strengthen relationships through direct exchange with partners.

This year, the stand reflects a clear and structured vision. Colour, format and product architecture are aligned, creating a coherent identity across categories. New tones such as berry and cedar introduce fresh energy, sitting alongside signature shades such as putty, reinforcing a visual language that is both recognisable and consistent.

This approach sits within a wider evolution of the small domestic appliance market. Demand continues to be shaped by everyday usage, with consumers prioritising products that simplify tasks and integrate naturally into the kitchen environment. Convenience, multifunctionality and space efficiency remain central, alongside a growing expectation for appliances that feel considered in both design and finish.

At Sabichi Homewares, this translates into a focus on relevance. Product development is guided by how consumers are actually using their kitchens, ensuring that each addition to the range reflects real usage, rather than theoretical features. This is particularly evident in the continued expansion of food preparation, where new additions across juicers, blenders and a die-cast stand mixer, build a more complete and commercially relevant offer. Beverage and cooling categories are also gaining presence, reflecting the way in which kitchens extend beyond traditional cooking into moments of hosting and leisure. Across all categories, the objective remains consistent: to create products that are clear in purpose and easy to position at retail.

Core categories remain central to the offer, with kettles, toasters and microwaves forming a strong and recognisable foundation. Within this, microwaves have been developed as a complete range, spanning from 17L to 25L. This structured approach provides clarity and flexibility, allowing ranges to be built with confidence across different retail environments. From a consumer perspective, purchasing decisions continue to balance value with expectation. Durability, ease of

use and efficiency are key considerations, alongside a growing tendency to research and compare before buying. Products that offer versatility or multiple functions are particularly relevant, as they support a more streamlined and practical approach to everyday living.

The sector itself remains steady. While the market is competitive, demand continues to be supported by regular replacement cycles and ongoing interest in upgrading core kitchen appliances. In this context, clarity becomes a key differentiator. Products that are easy to understand, well-positioned and consistent in their offer tend to perform more reliably.

This clarity extends beyond product into how ranges are brought to market. From a marketing perspective, the approach is deliberate and structured. Insight, drawn from market observation, social listening and direct engagement with partners, informs decisions across product, colour and timing, ensuring alignment with real demand.

Merchandising, campaign support and in-store activation are treated as integral to the overall proposition. Supporting retail partners in how products are presented is seen as equally important as the products themselves, helping to create a more coherent and commercially effective presence both in-store and online.

The strength of Sabichi Homewares lies in its ability to move with clarity. Decisions across product, sourcing and presentation are made with precision, supported by the foundations of a long-established UK business. This enables the business to respond to market needs while maintaining a consistent identity across its brands, supporting its position both domestically and in international markets, including a growing presence in the United States.

Alongside Haden, Sabichi Homewares will also be showcasing selected products from its Pifco range at Exclusively. While distinct in positioning, Pifco complements the portfolio and introduces additional flexibility for retail partners, including opportunities across own label and licensed product development.

As Sachin Bagga, director of Sabichi Homewares, explains: “Exclusively is always a moment we look forward to. It allows us to present the range properly and to spend time with our customers. Our focus is on making sure what we bring to market is relevant and able to perform, translating how people are using their kitchens into products that are clear, practical and consistent.”

Visitors to the stand will find an offer that is structured, adaptable and built to perform. The breadth of the range supports flexible ranging decisions, while the consistency across design and category enables stronger storytelling at retail.

Homewares will be exhibiting at Exclusively, stand EH214

Plugged in

The SDA sector continues to evolve rapidly with trends driven by evolving consumer lifestyles and wider factors. PH catches up with some of the main suppliers to find out what the latest developments are and what’s driving consumer purchasing.

Over recent years, both sustainability and energy efficiency have been major drivers in the SDA market, as consumers look to reduce both energy consumption and bills, while being kinder to the planet.

Natalie Harrison, head of ecommerce and marketing, Dualit, begins: “Energy efficiency remains a major focus, driven by rising energy costs, as well as growing environmental awareness. Manufacturers are increasingly prioritising technologies and features that minimise energy consumption without compromising performance.

Marcus Lux, head of UK, export and business development, Gastroback, agrees: “Energy efficiency and sustainability are key and are the core expectations. Buyers are looking for appliances that save energy, reduce waste and last longer.”

Within the sustainability conversation is the desire to purchase quality appliances. Pauline Clements, UK sales and marketing manager, Ankarsrum, comments: “We have found the stand mixer market is shifting toward premium, durable appliances as consumers look for long-term value rather than occasional gadgets and pro-level performance.”

Alongside these more pressing factors, design is being seen as increasingly important in consumer decision making. Dinos Vassiloulis, head of product management electrical, RKW, expands:

“Sustainability is also a defining trend. There is a clear shift towards the use of recyclable, responsibly sourced materials, alongside a broader emphasis on reducing environmental impact through longer-lasting products.”

“We’re seeing a real shift towards design-led purchasing in SDA. It’s no longer just about function, consumers expect appliances to work well, but also to actively contribute to the overall look of their kitchen, particularly across countertop categories like kettles, toasters and microwaves.

“That’s driving a move away from oneoff purchases towards fully coordinated collections. Shoppers are thinking more holistically about their space and are increasingly buying into ranges rather than individual products, with consistency in colour, finish and design becoming a key consideration.”

Hira Ibrahim, general manager, New Dawn Innovations, furthers: “SDA has shifted from being purely functional to something much more lifestyleled. That’s always been the thinking behind our brand. You’re going to make tea every day, your kettle lives on your countertop, so you’re looking at it constantly, so it might as well be something you actually enjoy having there.

“We’re seeing that reflected across the category now. People don’t want to hide appliances any more, they want them to look good and feel like part of the space.

“Consumers aren’t just buying one-off products, they’re buying into a look or a collection, which is something we’ve really leaned into.”

Mariano Gonzalez-Fowler, category manager, SDA, Morphy Richards, adds: “I think one of the biggest changes is that SDA is becoming much more design focused. Products are no longer just about function, they’re part of the overall look of the home. We’re seeing more demand for coordinated ranges and exclusive designs, where everything works together visually rather than as standalone products.

“Colour is also playing a big role with softer tones like warm neutrals and greens becoming popular. At the same time, convenience is still key: people want products that are quick, easy to use and fit into their daily routine.”

With consumers pressed for time, convenience is also a defining trend for the sector. Saul Davies, buying director SDA, Ultimate Products, outlines: “We have seen continued momentum around convenience-led appliances with consumers looking for products that save them time, offer versatility and fit easily into everyday routines.

“Health and wellbeing remain an important driver and particularly in categories such as blending, air frying and food preparation, while compact, space-saving designs are increasingly important as kitchen spaces continue to evolve.”

Niamh Griffiths, senior marketing executive, Smeg UK, adds: “Consumers are increasingly drawn to appliances that simplify daily routines.

Multifunctional, space-saving products are seeing strong growth, particularly in urban homes where consumers are looking to maximise performance without increasing clutter.”

In a more connected world, consumers are making more informed choices. Saul continues: “Shoppers are becoming more informed than ever, so strong credibility, positive reviews and extended warranties are crucial.”

Niamh agrees: “Online research plays a critical role, with shoppers heavily influenced by reviews, comparison and digital content before purchase.”

With the continued elevated cost of living, price is king.

Marcus says: “Affordability is the top driver. Consumers prioritise on price, durability and efficiency first.”

As suppliers continue to innovate to meet these consumer needs, the sector is faring well overall.

As technology advances, smart appliances are growing in popularity. Nicole Durham, senior marketing coordinator, Bluestem Group, expands: “Smart

connectivity is a growing trend, with consumers interested in products that can be controlled remotely or via voice assistant, like Statesman’s Smart Kettle.”

Those that save kitchen space are also popular. Nicole outlines: “Multifunctional appliances are also an attractive choice for consumers looking to make smarter purchasing decisions.”

Pauline adds: “Versatility is increasingly non-negotiable, with premium attachments expected to replace multiple appliances while remaining easy to clean and compact enough for smaller kitchens.”

Mariano comments: “The SDA sector is holding up well. It’s a category where people are still willing to spend, especially on products that make life easier. The sector is more competitive than it used to be, there’s a lot more choice, pricing is under pressure and brands are constantly trying to keep up with trends. So it’s about staying relevant, moving quickly, understanding what consumers want and bringing out products that feel right for the moment.”

Natalie continues: “The sector remains resilient, despite wider economic pressures. While consumers are more mindful, they are continuing to invest in highquality, durable appliances that deliver long-term value.”

Dinos agrees: “The SDA sector has remained resilient, but purchasing behaviour has definitely become more considered. Consumers are taking longer to make decisions, but they’re still willing to invest when they see clear value.”

Hira concludes: “It’s still a strong category, but it’s definitely more competitive than it used to be. There are more brands coming in, consumers are more considered with their spending and retailers are being much more selective. So it’s no longer just about having a good product and expecting it to sell.

“For us, it’s never been just about making a great product. It’s about understanding where that sits in the home and who the consumer is that we’re designing for and building everything around that.”

Artistic licence

Over the past year, VQ has launched a range of new collections and categories in partnership with some of the most recognisable names in home and lifestyle design. These launches reflect not only the company’s expanding global footprint, but also a shift to broader, more diverse design philosophies. Among the most notable recent developments is VQ’s new partnership with Eleanor Bowmer. Known for her playful illustrations, expressive use of colour and bold contemporary aesthetic, Eleanor brings an entirely different creative direction to the VQ portfolio. The collaboration marks a departure from the more traditional collections, introducing a fresh, energetic visual identity that appeals to a younger and more trend-conscious audience. The partnership represents an important creative evolution for VQ as it continues to explore new interpretations of design within SDA.

VQ has also continued to expand its collaboration with Laura Ashley through a series of launches. One of the latest additions is the Electric Throw Blanket, a product that extends the partnership beyond the kitchen, into home comfort. Combining practical innovation with Laura Ashley’s sense of warmth and elegance, the launch signals VQ’s continued ambition to diversify its offering while remaining rooted in design-led living. Alongside this, the new Pussy Willow collection enriches the seasonal offering, bringing another distinct addition to the growing Laura Ashley line.

VQ continues to strengthen its position as a leading design-led electricals brand through a growing portfolio of licensing partnerships, international expansion and product innovation across the UK, USA, Australia and Europe.

appeal of botanical prints and classic British styling. Alongside this, the Solid Colour Collection marks a creative pivot, moving away from traditional heritage prints, towards a more understated, contemporary design language defined by refined tones, clean finishes and minimalist styling. Together, these collections highlight VQ’s ability to evolve established brands while responding to shifting trends.

Further strengthening its licensed portfolio, VQ recently launched the Painted Table Collection in collaboration with Cath Kidston. Inspired by handcrafted decorative tableware and nostalgic British design, the collection combines vibrant artwork with practical everyday appliances, celebrating individuality and personality. The launch reflects growing consumer demand for products that combine functionality and emotional connection.

This innovation sits alongside VQ’s wider industry recognition, including winning two Brand and Lifestyle Licensing Awards 2026 for the Laura Ashley China Rose Digital Air Fryer and the 4.5L Lightweight Stand Mixer.

VQ has also introduced the Wild Meadow Collection with Laura Ashley, a soft, nature-inspired range featuring florals and calming palettes that reflect the

As VQ continues to expand internationally and develop new partnerships, the company remains focused on delivering products that sit at the intersection of innovation, quality and design. Through its evolving portfolio of collaborations, VQ continues to redefine the role of SDA within the home - proving even the most practical products can still carry personality, artistry and joy.

1. Salter Retro in Blue & Green

Inspired by classic vintage design, this range combines character with everyday practicality. Featuring a 1.7L kettle, matching two or four slice toasters, storage and coffee machines, it creates a coordinated breakfast set that stands out on any countertop. Now available in new colours – blue and green. With curved silhouettes, retro detailing and dependable performance, these appliances make every day routines feel a little more special.

Salter

E: sales@upplc.com

W: www.salter.com

2. Salter Crisp & Go

Salter Crisp & Go is a portable air fryer that lets users cook, store, reheat and take meals anywhere with a plug. With four simple presets and temperatures up to 200°C, it delivers powerful 1500W performance. A 360° viewing window makes it easy to check on cooking. It includes a PFAS free large 4L glass container, extra 1.5L containers for batch cooking and dishwasher safe trays. The compact, space-saving design is ideal for busy consumers and modern kitchens.

Salter

E: sales@upplc.com   W: www.salter.com

3. Salter Slushie Maker

The Salter Slushie Maker delivers quality frozen drinks at home. Create slushies, frappes, frosted cocktails, milkshakes or chilled juice in as little as 30 minutes with 200W power and five pre-set functions. It has a 2.5L capacity and Night Mode which keeps drinks cool for up to 12 hours. Easy to clean with a rinse cycle and drip tray, it turns everyday drinks into icy treats for at-home hosting, parties, family nights and refreshment anytime.

Salter

E: sales@upplc.com

W: www.salter.com

4. New colour – Nordic Sage

Nordic Sage is Ankarsrum’s standout 2026 colourway. Inspired by Nordic spring, this soft, tranquil green brings calm and timeless design to the kitchen. For over 80 years, Ankarsrum mixers have delivered unmatched performance with a powerful 1500W motor, durable Swedish engineering and a seven year warranty. With two unique attachment positions and a full accessory range, it’s built for easy-to-use quiet versatility with exceptional stability. Ankarsrum

E: info.uk@ankarsrum.com

W: www.ankarsrum.com/uk

5. Design Espresso Advanced Urban Duo

Products New

The Gastroback Design Espresso Advanced Urban Duo is a programmable portafilter espresso machine with an integrated conical grinder for authentic coffee shop quality at home. Its dual-circuit thermoblock system enables simultaneous espresso extraction and milk frothing. Featuring 15-bar pressure, PID temperature control, 30 grind settings, pre-brew function and programmable cup volumes, it delivers precise, customised coffee preparation for espresso, cappuccino, latte, americano and more.

Gastroback

E: marcus.lux@gastroback.de

W: www.gastroback.co.uk

6. Tower Velora Collection

New for 2026, Tower Velora is a coordinated, designled collection bringing a premium, cohesive aesthetic to the modern kitchen. Available in Black and Stone, with refined gold accents, the range features a distinctive textured stripe finish across SDA and countertop storage. Spanning kettles, toasters, bread bins, canisters and knife blocks, Velora helps retailers offer a seamless, style-led kitchen story.

RKW

E: sales@rkwltd.com

W: www.rkwltd.com

Full steam ahead for Beldray

Beldray is a brand steeped in history – inventors of the first-ever adjustable ironing board in the 1950s and a plethora of products designed to improve daily life since then. Today, the brand is continuing to lead the way in the world of laundry and steam; with new garment steamers set to launch next season and steam cleaning a growing trend they’re tapping into.

Why Beldray?

The name Beldray started as a happy accident; an anagram of the founder’s surname, whose son was playing with alphabet bricks and misspelt Bradley as Beldray. Today, the brand still keeps family and everyday life at the heart of all product development.

Rebrand roll-out

Beldray’s brand identity is clear – making it quicker, easier and more fun to tackle the to-do list. With a comprehensive range that spans four categories (floorcare, laundry, cleaning and bathroom), Beldray’s products are all designed with those daily chores in mind.

The rebrand, promising to captivate the everyday chaos of real life, is now fully rolled out across digital channels and in store, with the bright branding making a real impact across supermarkets, discounters and all channels.

Full steam ahead

It's understandable that steam cleaning has grown in popularity among households. It makes daily cleaning easier and more convenient by providing a thorough clean without the need for numerous different cleaning supplies. The heated steam makes it easier to loosen limescale, grease, filth and grime from surfaces. Hard floors, bathroom surfaces, kitchen areas, tiles, glass and upholstery may all be cleaned with a steam cleaner if the appropriate attachment is used.

Steam provides an efficient method of keeping surfaces clean without the need for numerous harsh cleaning agents ideal for homes with children or pets. Steam is a useful complement to a more environmentally friendly cleaning routine, reducing packaging waste and disposable cleaning materials.

Designs that bring solutions to real, everyday problems

Beldray is investing in steam as a category, with an ever-growing range of garment steamers and steam cleaners. The digital steam cleaner is the brand’s most recent launch, with an easy-to-read LED display screen, two steam modes and removable water tank to refill as you go. Water heats up to 140° in just 20 seconds and delivers up to 16 minutes of continuous steam.

Looking ahead to autumn/winter, Beldray will be launching a range of brightly coloured garment steamers, bringing vibrancy and fun to the SDA space. Available as a foldaway travel garment steamer and a powerful, 1700W garment steamer, both models incorporate Beldray’s key brand colours into their design language.

Expanding on both its steam and spot cleaning product selection, Beldray will be introducing the SpotLift Steam, combining hot, cold and steam modes for powerful, chemical-free cleaning of upholstery, carpets and rugs; keeping family life and everyday chaos at the heart of new development.

Make sure your customers aren’t missing out on the latest cleaning trends. Contact Beldray to make an appointment to visit its UK showroom in Manchester by emailing sales@upplc.com.

1. Swan Linea Kettle & Toaster Collection

New for 2026, the Swan Linea kettle and toaster collection combines modern linear texture with a considered mix of matte and gloss finishes. Available in Black, Sage and Cream, the range delivers a clean, contemporary look suited to a wide variety of kitchen styles. Designed to balance style with everyday usability, Linea offers retailers a coordinated, accessible collection for modern homes.

RKW

E: sales@rkwltd.com

W: www.rkwltd.com

2. Tower Sear & Stew Slow Cookers

New for 2026, Tower’s Sear & Stew Slow Cookers make it easy to create rich, flavourful meals with minimal hands-on time. Featuring a removable hobsafe pot for searing and sautéing, they lock in flavour before slow cooking to achieve tender results. With automatic temperature control and a simmer function, they are ideal for stews, casseroles, curries and one-pot meals.

RKW

E: sales@rkwltd.com

W: www.rkwltd.com

3. New Premium Beater Set

The Premium Beater Set from Ankarsrum is engineered for high performance with the stainless steel beater bowl. The wide balloon whisks deliver faster, smoother results, even with cold butter, while the robust cookie beaters handle heavier mixes with ease. With a closed, solid beater head and no loose parts, attachments click in instantly for effortless use. Designed for speed, strength and convenience, it’s the ultimate upgrade for serious bakers.

Ankarsrum

E: info.uk@ankarsrum.com

W: www.ankarsrum.com/uk

4. Salter Ripple Collection

Bring fun to any kitchen with the Salter Ripple Collection. Designed with a textured ripple pattern, this range adds elegance and everyday practicality. Featuring a 1.7L fast-boil kettle, matching four slice toasters and countertop, it is made to stand out on any worktop. Now available in grey, sage, pink and taupe.

Salter

E: sales@upplc.com

W: www.salter.com

5. Salter Optimix Stand Mixer & Ice Cream Maker

This multi-functional kitchen tool whisks, kneads and beats for all baking needs, then it can switch to an ice cream bowl, to churn to create smooth ice cream, or sorbet. The Salter Optimix Stand Mixer & Ice Cream Maker is a high-performance stand mixer with a 1200W motor. It features a generous 5L stainless steel bowl, six speed settings and a digital display with timer for precision mixing.

Salter

Products New

E: sales@upplc.com

W: www.salter.com

6. Beldray Digital Steam Cleaner

The Beldray Digital Steam Cleaner features an LED display showing the temperature and steam mode for complete control. It has up to 16 minutes of continuous steam and a removable water tank to instantly refill for uninterrupted cleaning. Complete with a multifunctional accessory kit – it includes nine items to assist with cleaning all around the home. It is the ultimate tool for chemical-free cleaning.

Beldray

E: sales@upplc.com

W: www.beldray.com

1. KitchenAid Artisan Plus Stand Mixer

The Artisan Plus tilt-head mixer introduces KitchenAid's most significant design advancements in decades. The iconic silhouette remains, refined with two thoughtful additions, an integrated automatic bowl light that illuminates every texture change and a precision speed control knob that glides smoothly between the 11 speed settings. The generous 4.7L bowl handles cakes, doughs and delicate bakes with ease, pairing legendary performance with modern precision.

Beam Group

E: sales@beamgroup.co.uk

W: www.beamgroup.co.uk

2. KitchenAid Fully Automatic Espresso Machine KF7

The Fully Automatic Espresso Machine KF7 brings premium café-quality drinks to the countertop. An 8.8cm colour touchscreen lets users browse over 20 customisable beverage recipes, while a removable twistand-lift bean hopper with Auto Purge grinder ensures fresh grounds. A dual-milk delivery system froths perfect microfoam for two drinks simultaneously. Quiet Mark certified, it combines legendary reliability with intuitive technology for effortless daily coffee.

Beam Group

E: sales@beamgroup.co.uk

W: www.beamgroup.co.uk

3. GreenPan Frost Ice Cream & Frozen Drink Maker

The GreenPan Frost makes fresh, homemade frozen treats on demand. The quiet built-in compressor chiller goes from fresh to frozen in 30 minutes, eliminating the need to pre-freeze bowls. From soft serve and sorbet to milkshakes and slushies, it offers precise control through seven texture settings, ready-to-use presets and a 1.9L capacity. Creations can be monitored through the clearview bowl and easily dispensed using the fountain handle.

Beam Group

E: sales@beamgroup.co.uk

W: www.beamgroup.co.uk

4. Hamilton Beach BaristaPro+ Touch 8-in-1 Espresso Machine

Products New

Named Best Coffee Machine for versatility by IndyBest 2026, the Hamilton Beach BaristaPro+ Touch delivers hot espresso and cold brew in less than 45 seconds, with seven touchscreen-controlled drinks in one machine. It has an integrated milk system, a self-clean function and comes with a two-year warranty.

EPE International

E: info@epeinternational.com

W: www.hamiltonbeach.co.uk

5. Hamilton Beach Professional 14.5L XXL DualStackPro Air Fryer Oven

The Hamilton Beach Professional DualStackPro offers a 14.5L cooking capacity in a space-saving stacked design, using up to 40% less counter space than conventional dual fryers. Two independent zones with Sync Finish coordination and Match Cook settings, plus 12 expert presets and a viewing window to monitor cooking while in use. It comes with a three-year warranty.

EPE International

E: info@epeinternational.com

W: www.hamiltonbeach.co.uk

Stand number EH435

6. Wild Meadow Collection

VQ has introduced the Wild Meadow Collection with Laura Ashley, a soft, nature-inspired range featuring delicate floral motifs and calming palettes that reflect the enduring appeal of botanical prints and classic British styling, while offering a fresh seasonal interpretation of the brand aesthetic. This collection highlights VQ’s ability to evolve established brand identities while responding to shifting interior and lifestyle trends.

VQ

E: support@myvq.com

W: www.myvq.co.uk

Live the dream.