Elmageta opens third London housewares store

London-based housewares retailer Elmageta opened a third outlet last week.

Elmageta opens third London housewares store

The 3,500sq ft store is in Whetstone, North London, and joins other branches in Swiss Cottage and East Finchley.

“We do virtually everything in the way of homewares and kitchenwares,” consultant Jeffrey Goodman told HousewaresLive.net. “We’re very comprehensive.”

He added that the new branch would be developed as a destination store.

Key suppliers include Brabantia, Meyer, Kitchen Craft, Premier Housewares, Grunwerg, Rayware, Le Creuset, JWP, Kuhn Rikon, Arc International and EFG Housewares. “And we do a lot of buying through BHF and Home Hardware,” said Goodman.

The manager of the Whetstone store is Anita Mazzotta, who for many years was manager of The Scullery in Muswell Hill.

Goodman said that there were no plans yet to grow the chain further: “We’re happy with three, we’re not racing away.”

But he added: “This is the best time to open a new shop, when it hopefully only gets better!”

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