Smeg invests in independent electrical retailers

Appliance supplier Smeg is rolling out its ‘shop in a shop’ dedicated display areas to independent electrical retailers.

‘SmegZones’ are the Italian brand’s bespoke package of products tailored to fit a specific store’s customer demographic and catchment.

Fenwick’s department store in Newcastle-upon-Tyne is the latest store to get the SmegZone treatment and joins Cooks & Company in Newark, Avensys in Gatwick, Purewell Electrical in Christchurch, Borsch Electric in Birmingham, and Hanson Electrical in Hull. 

The best in class displays are designed to be a hub for all things Smeg, featuring signature lines such as Classic, Linea and Victoria. Other products include Symphony and Opera cookers, single and double ovens, compacts, warming drawers, induction and gas hobs, and under-the-counter appliances.

Smeg’s colourful 1950s style small appliances (such as stand mixers, kettles and toasters) are incorporated to act as standalone focal points ‘designed to stop shoppers in their tracks’.

Each display is finished with washed oak flooring and illuminated branding. To support the installation, margin, marketing and training support packages are tailored to each SmegZone’s individual needs.

Paul Barker, retail channel director of Smeg UK, said: “We’re delighted to be investing across the independent electrical retailer channel and our unique SmegZone format is already proving very successful, in terms of continued brand awareness and sales development.

“We’re committed to supporting our dealers offering us extensive product display opportunities within prominent locations in store. We look forward to continuing the roll out with more exciting in store displays in the near future.”

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