SmegZones to ‘enhance immersive shopping experience’

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Premium Italian appliance brand Smeg is rolling out its own ‘shop in a shop’ dedicated displays with the sole aim of supporting independent electrical retailers, the manufacturer has announced. SmegZones are the Italian brand’s bespoke package of products and displays tailored to fit a specific store’s demographic and catchment.

The displays are designed to be a hub for all things Smeg, featuring signature lines such as Classic, Linea and Victoria, and incorporating built-in and freestanding appliances.


The flagship Fenwick department store in Newcastle-upon-Tyne is the latest store to get the SmegZone treatment and joins Cooks and Company in Newark, Avensys in Gatwick, Purewell Electrical in Christchurch, Borsch Electric in Birmingham, and Hanson Electrical in Hull.

Each display is finished with washed oak flooring and illuminated branding and, to support the installation, margin, marketing and training support packages are also tailored to each SmegZone’s individual needs, the company adds.

Smeg UK retail channel director Paul Barker said: “We’re delighted to be investing across the independent electrical retailer channel and our unique SmegZone shop in format is already proving very successful in continued brand awareness and sales development.

“We’re committed to supporting our dealers offering us extensive product display opportunities within prominent locations in store and look forward to continuing the roll out with more exciting in store displays in the near future.”

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