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Published on May 27th, 2021 | by The GC Team


Hoover makes its mark on built-in

Hoover has announced that it has almost tripled its built-in market share in just 15 months and has “big ambitions” to continue on this growth trajectory having been better known for its floorcare and laundry products.

According data from AMDEA (Association of Manufacturers of Domestic Appliances), the brand’s share of the market rose from a 3.9% in January 2020 to 11.3% in April 2021.

Hoover’s built-in portfolio comprises more than 500 models including ovens and hobs, washing machines and wine coolers.

Nick Platt, business director for built-in appliances, said: “We have worked strategically to build our retailer relationships with a focus on independents, mass merchants and a newly formed contracts channel, all of which have contributed significantly to our success.

“In the past the business was driven by integrated laundry sales and, whilst we have grown our shares in this category with one in three built-in washing machines sold in the UK being manufactured by the group, we’ve also achieved record shares in built-in dishwashers, cooling and cooking – something we are immensely proud of.”

Platt said the company invests heavily in its product development and is also offering marketing support in the form of TV advertising on the COLLECTION 3 connected cooking range featuring Hoover brand ambassador Simon Rimmer, as well as digital and radio advertising campaigns.

“As such,” he said, “this is just the start of our journey for the built-in market and we have big ambitions to continue on our successful growth trajectory.” 

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