Imperial Homewares is making available a range of what it calls super-brands exclusively for independent retailers.
The company says the products are designed to help them compete at a time when they are under increasing pressure from e-commerce, out-of-town shopping centres and the major multiples increasing their non-food offerings.
Said Imperial managing and design director Mo B’ham: “Over many years, the independent retailer has been responsible for building many super-brands, only to find themselves unfairly competing on price.
“We aim to reverse this trend by making a range of our super-brands only available to the independent retailer – among others, Jamie Oliver, Campbell’s, Laura Ashley and Eazigrip cookware and kitchen tools.”
Imperial says its strategic appointment of former La Cafetière managing director John Jackson underlines it commitment to independents.
Said Jackson: “For too long independents have suffered in the homewares market, and to have made a selection of our super-brands exclusively available to them shows that we’re here to support them long term. Going forward we have further plans to expand our brand portfolio and I also look forward to strengthening our cookshop relationship.”