Braun relaunches in the UK

German electrical appliance brand Braun is set to return to the UK after a six year absence.

Braun relaunches in the UK

Following the licensing of the Braun brand name for household products to De’Longhi Group in January 2013, the company says it has invested a significant amount into the new products, which will be introduced into the UK this month.

Braun is launching three new German-designed collections: TexStyle Irons (£29.99-£79.99), Multiquick Hand Blenders (£19.99-£89.99) and Multiquick Juicers (£79.99-£149.99). The ranges will roll out across department stores, electrical retailers, grocery multiples and electrical independents.

Braun UK managing director Neal Jones said: “With 82% brand awareness of Braun in the UK, our aim is to fully leverage this potential by further extending Braun’s product offering into the household category.

“We took 18 months to carefully consider which Braun products are most relevant to the UK market, taking into account consumer trends to ensure we provide unique offerings in each different category.

“Our new collection of Braun products will sit in the affordable, mid-range segment of the small domestic appliances market, whilst also providing consumers with a high degree of quality, innovation and design, offering a huge opportunity for retailers.

“We’re confident that the prestige of the Braun brand, coupled with the expertise of the De’Longhi Group, will achieve great success in the UK market.”

The Braun brand name will remain with its owner, Procter & Gamble, but De’Longhi has reached an agreement for the ‘perpetual licensing’ of the brand in ironing and selected household appliance categories.

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