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Published on September 8th, 2021 | by The GC Team


Hot Off the Press: Morphy Richards Gets Steamy

The SDA market has experienced strong growth in the last year, with one notable exception – garment care. Sales of irons have declined, and yet Morphy Richards was the only garment care brand to have shown real value growth year-on-year.

BUT…. garment care is a sector that is poised for a comeback and Morphy Richards is ready to take full advantage. So, what does the garment care team have up its sleeve next?

Say hello to Turbosteam.

Charlie Stafford, Consumer Marketing Manager for Garment Care Appliances at Morphy Richards, explains the brand’s thinking: “This is a sector which doesn’t tolerate ‘gizmos’ that serve no purpose. True innovation must be consumer focused, making the user’s life better or easier and saving them time.  Our product development team are focused on rigorous testing and continuous development, always trying to solve consumer problems with innovation. I also think there is a growing need for appliances to be more durable and reliable, as consumers become more aware of sustainability and reducing waste. And, of course, alongside all of this, the appliance must look good and reflect the consumer’s home.” 

The new additions to the Morphy Richards Turbosteam collection feature three of its most powerful steam irons to date.

Turbo by name and turbo by nature, the irons in the collection offer up to 55g of steam output plus an extra steam boost shot of 200g. The Turbosteam, Turbosteam Pro, and Turbosteam Pro with IntelliTemp feature between 2800w to 3100w power and all models have a heat-up time of less than 45 seconds.

Morphy Richards’ Pristine Finish Ceramic Soleplate

All the irons have a Pristine Finish Ceramic Soleplate which helps them glide effortlessly over all types of fabric and keeps clothes looking like new for longer, with no snags, burns or irritating iron imprints.

Turbosteam Pro with IntelliTemp

The Turbosteam Pro model comes with additional digital controls to change between settings at the touch of a button, while the technology on the Turbosteam Pro with IntelliTemp automatically selects the optimum temperature for all fabrics, meaning there is no need to switch between settings. Want to go from ironing denim to silk in seconds? You can. The iron offers the ultimate in responsive control.

All the new Turbosteam irons come with an ‘auto shut-off’ safety feature as standard and have been rigorously tested in the UK for more than 1,000 hours. In fact, the brand is so confident about the quality and durability of the new appliances that it has launched all three models with a market-leading guarantee of four years.

Additional features include a soft-touch handle, EasyStore cable clip and an easy-view water window, plus an extra-long 3m cable.

Charlie Stafford, Consumer Marketing Manager at Morphy Richards, said: “The new Turbosteam irons are our most powerful range of steam irons that we have brought to market, making them the perfect combination of performance and quality. We ultimately want to deliver appliances that not only make life and ironing easier for consumers, but that also help to protect their clothes and have the reassurance of a product that is reliable.”

Retailers interested in stocking the product should call Gareth Wood on:  0771 4233632


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