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Currys launches Essentials electricals range

Published: 14 October 2010
DSG-owned electrical chain Currys has launched no-frills range of small and large kitchen appliances at value prices.
Currys launches Essentials electricals range
The Essentials collection takes in a range of appliances from washing machine and fridge to small electricals including kettle, toaster, coffee maker and food prep lines. It also extends to a television and a DVD player.

Currys says the products offer straightforward design and basic functionality, and that they will provide a value alternative to its other own-brand ranges that include more premium and design-led offerings.

Prices of the small appliances start at under £5, with the kettle costing just £4.79. The two-slice toaster and coffee maker are each priced at £6.99.

Anthony Morris, head of business development at Currys, says the Essentials range "is a response to the greater consumer demand for value products that perform basic functions - that are easy to operate and perform well with little complication".

Meanwhile, it has been reported that American electricals giant Best Buy is eyeing Comet parent company Kesa Electricals. Best Buy chief executive Brian Dunn is said to be keen to acquire Kesa, which also operates European electrical chain Darty. A report in the Daily Mail revealed that more than 21m Kesa shares changed hands on Tuesday, against a normal trading session of around 3m.

Best Buy made its debut in the UK in April this year with a store in Thurrock retail park, Essex. The chain has continued with its expansion plans, opening a further six outlets and announcing plans to take its store portfolio to 11 by the end of 2011.

Comments

Published prior to March 2014
By Gel
You can bet it's a Chinese company under contract to Currys/DRG, and will not be publicly known; commercially confidential.
Published prior to March 2014
By Clive Stevens
WHO MAKES ESSENTIAL APLIANCES
Published prior to March 2014
By JOANNE YOUNG
WHO MAKES CURRYS ESSENTIAL APLIANCES

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