Following the recent closure of its plant in Sunderland. Pyrex has moved to reassure housewares retailers and distributors that its UK business is sound.
“Everyone at Pyrex UK is, of course, saddened by the closure of the ARC International manufacturing plant in Sunderland,” Derek Jeffery, Pyrex UK commercial director told housewareslive.net, “but we’re keen to reassure our retail partners and distributors that our UK business is secure.
“One of the main reasons for the closure was the transfer of the manufacture of washing machine windows and other OEM [original equipment manufacturers] products to another ARC plant; many of these products now no longer need the high heat resistance of Pyrex glass. 2007 has actually been a very successful trading year for Pyrex in the UK, in particular with the launch of new non-stick bakeware and the premium Pyrex Elegance collection”.
He said that the new Pyrex Centres initiative, first presented to the trade at Exclusively Housewares in June, is also being rolled out this month, with 34 retailers already on board and 50 expected to sign up in the first phase.
The programme is designed to offer practical support for retailers and help pull through increased sales across the widest range of Pyrex cookware. On becoming a Pyrex Centre, retailers receive a comprehensive membership pack including tailored point-of-sale material, product information, marketing templates and dedicated ordering systems.
In a survey of the cookware sector this summer by Category Consulting, Pyrex emerged as the most trusted ovenware brand of preference among the sample of over 1,500 UK consumers. When asked which brand they trusted most, the majority of consumers, 38% of the sample, named Pyrex – a 13% lead over the nearest rival and 30% above supermarket own brands. Similarly, Pyrex was named as the preferred purchase by 27% of the sample, 7% more than the next competitor and 15% more than supermarket own brands.