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Industry News

Published on June 19th, 2015 | by The GC Team


New appliance brand aims to be the “Aldi of the electrical world”

Household appliance brand ElectriQ has announced its launch in the UK, stating that it aims to be the Aldi of the electrical world. The company says it is ready to take on big-name competitors with a unique proposition of high quality, accessibly-priced appliances, air conditioners and gadgets and has gained listings with retailers such as Appliances Direct, BHS Direct and Debenhams Plus.

It is aiming to double its portfolio and product range by 2016. Currently, the range includes goods such as robotic vacuum cleaners, built-in microwaves, cooker hoods, food prep appliances and air treatment products.

ElectriQ Managing director Victor Stoica said that, during a trip to China, he discovered that most of the big brands’ appliances were being manufactured in the same factories. “I got talking to the factory owners and was able to buy the same or very similar products that I could then offer to customers without adding on a premium for having a popular brand’s logo,” he said.

“We don’t have massive advertising campaigns and we have a very small workforce, meaning we can give amazing value to retailers and then, in turn, customers. We only choose the best possible products from the best factories, meaning you’ll always get the best quality for your money.”

Stoica said he really admires companies such as Aldi which, rather than focusing on popular brands, know that the same products can be made or sourced cheaper at the same quality but for a much lower price.

“This is how I’ve built the business model for ElectriQ and it’s working really well so far,” he added.

“We pride ourselves on the level of quality, value for money and variety of products we are able to offer within the ElectriQ range. Our aim is to create products which not only satisfy the customer’s needs and reduce their costs at the point of purchase, but also ensure we are delivering on our promise to create a greener world and cut their energy bills and carbon footprints.

“We’re constantly adding to the product range and looking for even more innovative ways to offer value for money, so we feel the future looks bright and we’re determined to achieve not only increased sales but also even more variety for our customers by 2016.”

For trade enquiries contact www.ElectriQ.co.uk.

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About the Author


Get Connected is the top trade journal for the UK electricals industry. Its website is the fastest, most interesting and up to date in the business.

2 Responses to New appliance brand aims to be the “Aldi of the electrical world”

  1. Avatar Gillian Conners says:

    What Nationality is your New Brand & where are they made please?
    I am looking to buy a new 49″ Smat TV & would like your input.
    Many thanks.

  2. Avatar Tim says:

    I spent £1000 with them on a large main oven, and a combo microwave 3.5 years ago, we used the oven feature of the microwave ( £600 machine ) for the first time ever yesterday, and two hours later after we had all eaten – and thankfully the kitchen was empty – I heard a loud bang and the glass door on the microwave had shattered! So far they deny any responsibility or liability and refuse to help in any way. Small claims court here I come. Under consumer rights act, this expensive product is not of sufficient quality.

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