Belling has pumped in £1.5 million to the relaunch of two of its iconic range cookers, the Farmhouse and the Cookcentre.
The new cookers are available now and are said to be manufactured at the Glen Dimplex Home Appliances (GDHA) factory in Prescot, Merseyside.
Originally launched in 1994, the Farmhouse is often regarded to have kick-started the mass-market range cooker sector and was Belling’s first move into the manufacture of gas cooking appliances.
Speaking to kbbreview, Jonathan Casley, managing director of GDHA, said: “We’ve streamlined the manufacturing process – we had a clean sheet of paper to redesign the range.
“It’s a big investment for us – we’ve spent around £1.5 million and it’s a completely new design platform and brand new hob tooling. We’ve now got one-piece hotplates, stainless steel hobs, new pan supports and 4kW wok burners. We’ve got a lot more products in the range – it’s doubled to around 120 SKUs.
“The Farmhouse is our traditional proposition. There are a lot of people out there who already own a Farmhouse product and there’s a lot of awareness of it. We’ve deliberately brought the name back.
“Farmhouse was launched in 1994 and it was instrumental in the growth and development of the mass-market range cooker. The Belling brand and Farmhouse are synonymous with range cookers.”
The new collection includes three size options in width of 900mm, 1,000mm and 1,100mm and can be specified with the more traditional dual-fuel gas stovetop but also with ceramic or induction hobs.
The standard colour options are cream, black and silver, but the products are also available in the full range of what Belling are calling Colour Boutique shades and can be made to order and delivered in four to five weeks.
The Belling Cookcentre now has a modern, contemporary design, spacious cavities and a robust build quality.
Available in silver, black and professional stainless steel, the product comes in the same widths etc as the new Farmhouse range.
Belling has also indicated a return to the freestanding home laundry market with the launch of what its dubbed the Sensicare Collection.
Aimed at the mid-to premium end of the market, the new line-up includes four washing machines, a washer dryer, two tumble dryers and a full sized dishwasher.
The A+++ rated Sensicare washing machines range in capacity from 7kg to 10kg and have features, such as Pluswash – which allows you to pause the wash mid-cycle to add extra items (you mean like Samsung’s add a wash thing only without another door?), and Sensiwash – an integrated sensor that weighs the load to adjust water and energy requirements to save time and money, just like most other machines sold today.. if not all of them!
Mr Casley said that, “We haven’t been in the home laundry market since 2001. We pulled out because the reality was that the supply partner we had at the time wasn’t right for what we wanted.”
When KBB ssked what prompted Belling to re-enter the home laundry, Casley said that, “We’re looking to develop and grow the business and we did some research. Belling’s our biggest brand – 52% cent of consumers we asked assumed Belling was a major appliance brand. Belling’s strength is that it’s a family brand – two thirds of older consumers thought we already did major appliances. It seemed a bit of a no-brainer.”
Maybe it’s just us but, Belling… cookers… ehm, that’s it really!
The laundry products, which are available now, are being manufactured in the Far East, but based on Belling designs and specifications for the UK and Irish markets.
The 9kg and 10kg models use what Belling calls a Silentdrive inverter motor, which has a 12-year parts warranty as that’s a bit that mostly never breaks, which is why LG offer a ten year warranty on theirs also. Basically, it’s an inverter motor like many.