The first milestone for the company began with its collaboration with TV presenter, DJ, cookbook author and designer Fearne Cotton. Swan Products teamed up with the celebrity to produce a collection of colourful small electricals.
Entitled the Fearne By Swan range, it includes a 2-slice toaster, hand mixer, kettle, 3-in-1 stick blender, food processor and stand mixer, available in four on-trend pastel colours Lily of Truffle, Peacock and Pale Honey.
Sales got off to a flying start at 20% ahead of target, with many nationwide retailers and E-retailers such as Very, AO, Dixons and Euronics on board. The partnership also opened a new retail door for Swan Products, with Next agreeing to range the collection.
As the year drew to a close, Swan Products purchased the Swan brand back from Shop Direct Group, in a move hailed as ‘a monumental step’ for the organisation. Shop Direct Group initially acquired the Swan brand in 2000 from Moulinex and began working with Swan Products in 2009, providing the company with a license to develop and market the Swan brand.
Describing the purchase as ‘an extremely exciting prospect’, Swan Products said the return of the Swan brand ‘ensured that the future of the company and its plans was back in the hands of original employees’.
2017 was also a productive year for awards, with Swan celebrating a hat-trick win at London trade exhibition Exclusively Housewares. It received an ‘On Trend’ award from the consumer insight company Scarlet Opus for a third consecutive year, for the Truffle and Pale Honey colour ways of the Fearne By Swan range. Swan also returned to exhibit at the consumer electronics and home appliances show IFA in Berlin, hosting meetings to grow the brand internationally.
Swan Products commercial director Rob Wileman commented: “2017was such a fantastic year. Since 2009 we’ve been committed to reintroducing the Swan brand in the UK – and it’s a real joy to be able to celebrate and see our vision realised. In the current, unpredictable climate, we’re extremely proud to have achieved this – and to now be in complete control of future plans and development is extremely exciting.
He added: “We won’t be taking this for granted though, with exciting launches for both the Fearne By Swan and Retro ranges planned for this year. We’re also looking to develop the brand internationally in Canada, USA, Bahrain, South Korea and South Africa, as well as potentially producing some of our products in the UK.”
Fearne Cotton with the Fearne By Swan range from Swan Products