The move is described as ‘a new vision for the company as it looks to accelerate its position in the market’.
Steve Macdonald, marketing director of Hoover Candy Group, commented: “Innovation is the very essence of Hoover – it’s in its DNA. It is the ability to challenge the status quo, imagine the future and make it the present.
“This is particularly evident when looking at our unique award-winning smart home appliance proposition in the UK. Democratising technology for the mass market means making smart products available at affordable prices. For this reason, ‘Born Innovative’ is the natural positioning to drive the brand forward and is a stance we’re very proud of.”
He said that in 2015, the company launched the UK’s first complete family of Wi-Fi-enabled kitchen appliances: Hoover Wizard.
The collection includes a fridge freezer, washing machines, dishwashers and an oven, hob and hood. The entire range can be simultaneously controlled, monitored and managed via an app that is available on both Android and Apple devices.
Steve continued: “At Hoover we pride ourselves on developing innovative products that exceed the expectations of consumers, and this means investing heavily in R&D to ensure we’re setting new market trends and launching appliances that offer state-of-the-art performance, user-friendly technology and cutting-edge design.
“Hoover has been the brand of choice for consumers for more than a century, producing reliable aspirational home appliances that achieve excellent results.
“As we move into 2017 and beyond, we aim to become the supplier of choice for all of our trade partners, committed to understanding our customers’ requirements, providing operational excellence and of course, unique product innovation.”