JML to release ‘disruptive’ new products inspired by previous best sellers

JML is set to release a trio of ‘disruptive’ products in the run up to the Christmas trading period, as it moves forward in its plans to double sales in the next three years.

The UK-based consumer products group has unveiled details of the FastFit Ironing Board Cover Ultimate and two steam irons: Phoenix Copper Pro and Phoenix Gold Free Flight (which is cordless).

JML chief sales officer Brian Keogh said: “JML has always been a disruptor. We’ve had huge success with the original FastFit ironing board cover, which to date has sold more than 25 million units, and the Phoenix Gold, which disrupted the iron market and very quickly became a best-selling product for us. Now we’re moving forward aggressively in the market with these three new revolutionary products.”

Phoenix Copper Pro has been developed primarily for the US market but will be released internationally. JML said the product’s copper-ceramic composite soleplate allows it to retain heat better than any other steam iron, while the FastFit Ironing Board Cover Ultimate boasts a triple layer construction that will ‘set the standard in this category’.

Last year JML enjoyed a record Christmas in the UK retail sector with sales through its customers’ tills increasing 10.4% on 2016.

JML ceo Ken Daly said: “After last year’s record Christmas, JML is moving forward rapidly in its plans to double sales in the next three years.

“This includes an increased media spend and the development of disruptive new products such as the Phoenix Gold Free Flight, Phoenix Copper Pro and the FastFit Ironing Board Cover Ultimate. The range in which these items now sit contains the products that helped JML to become the household name it is today.”


JML ceo Ken Daly

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