Home-tek Europe launches retailer recruitment drive

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Home-tek Europe has launched a drive to sign-up independent electrical retailers, as part of its business growth strategy.

In addition to the Home-tek Light ‘n’ Easy floorcare range, Home-tek Europe also distributes a range of branded kitchen appliances and audio products from Clatronic. In 2011, Home-tek Europe was appointed the exclusive distributor for the Montiss range of products in the UK.

Jamie Lennox, Home-tek Europe’s managing director, said: “Traditionally, small appliances have been the second class citizens of the electrical industry, a product category that nobody seemed to think important, but that perception is changing. The supermarkets did their best to destroy this market, just like they have done with many categories.

“For me, the key words are ‘innovation’ and ‘demonstration’ – the supermarkets don’t sell innovation, they don’t know how to sell innovation. By demonstrating innovative features, the independent retailer has the ability to convince the consumer to purchase the product – I have proved in the past that physical demonstration or video demonstration can increase in-store sales by up to 400 per cent.”

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