The Small Electrical Appliance Marketing Association (SEAMA) has become part of the British Home Enhancement Trade Association (BHETA).

SEAMA’s 14 members – G25Ltd, Meyer, Igenix (Pik-a-Pak), RKW, MPL Home, Vita-Mix, Ultimate Products, HoMedics, Magimix, Spectrum brands, Morphy, Group SEB, Conair and Delonghi (Kenwood) – become individual members of BHETA where they were not already.

While the SEAMA name will become dormant as a legal entity, the collective will operate as a fourth committee within BHETA, alongside the current DIY, Housewares and Export committees.

Simon Blurring, who is MD of FKA brands (HoMedics and Salter) and who was SEAMA’s President, will become chair of the SEA committee and has been nominated for election onto the Board of BHETA.

SEAMA has represented importers, distributors, and manufacturers of small electrical appliances in the UK.  Member interests cover kitchen and household appliances (such as irons, kettles, coffee machines and food preparation equipment) as well as personal care (such as hair dryers, stylers, shavers and electric blankets).

It has provided forum opportunities for members to meet and exchange ideas plus, via its EOSC team (Environmental, Operations and Safety Committee), it has ensured that members are fully compliant with industry standards and forthcoming legislative changes.

Commenting on the move, BHETA chief operating officer Will Jones said: “This is great news and will play to our collective strengths.  In addition to increasing the membership, BHETA gains greater traction in small domestic appliances, floorcare and personal care, and adds to its capability in relation to industry standards and compliance.  The integration also enhances BHETA’s industry voice and provides increased lobbying capability and opportunities.”

Simon Blurring added: “All SEAMA companies will now enjoy the benefits of belonging to BHETA, which some already enjoyed.  As part of a much larger trade organisation, there are the advantages of additional networking, more services, lobbying and a wider sector focus.”

For more information about BHETA, contact BHETA’s member services manager Nicola Adams on, or visit


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