GUD Holdings, which is a sister company to the well-known brand Sunbeam, has announced that in
July they will be putting forward a completely new brand specifically for small appliances. All the
normal and frequently used kitchen small appliances will be the first items that are set to be
announced.
Speaking with Ros Anderson, who is GUD Holdings business manager gave us an insight as to why
they decided to go down this path. Anderson stated that they did their research and examined the
current state of the market and they found that there is a big portion that Sunbeam does not fulfil
when it comes to the small appliance market. Most notably the lower and middle end of the
spectrum when it comes to smaller appliances and they felt that it was almost a completely different
market for customers, so they felt that this was the perfect time to jump into it and start widening
their customer focus with their products.
Slow cookers and other small appliances like kettles and toasters will be among the first group of
appliances of Novo that will be made available to the public. So, if you are on the look out for a new
appliance or an upgrade then keep an eye out. Although at this current time, they do not have any
plans to announce that they will be rolling out other small appliances such as irons, heaters, or
appliances like them. A regular shopper at the retail chain Target, Ros Anderson said that all the new
items would be specifically focused on customers who are not regular Sunbeam customers to limit
the possibility of the items being put in the same bracket when it comes to appliances and to avoid
confusion.

Anderson goes on to say that the main group of customers that the company would like to target is
the younger generation and that they are not making a concerted effort to attract people who are
already buying Sunbeam products. She goes onto say that with Novo, they have a different pricing
arrangement and occupy a different area in the already established market. The main thing that they
want to get across to customers is that all of their small appliances are different and stand out, are
really simple and easy to use and that the look of them is neat and clean and all of that fits into the
companies motto.

Ros Anderson did stop short however of saying precisely which of the big well-known retail chains
would in fact be selling their small appliance products from the Novo brand. But she did go on to say
that the companies focus was not directly on the biggest retail chains like Target and Big W to sell
their small appliances, so that means that we could expect some of the Novo small appliances to be
made available at the smaller retail shops too, unlike other companies which is a breathe of fresh
air.
She finished off by stating that the company itself is relaxed about when and where they sell their
range of small appliance products and basically saying that which ever retailer gives Novo an order
of appliances, then that will be where they go, regardless of who it is.
So with there being so much competition from companies when it comes to the products they sell,
everyone is trying to do something innovative and different and Novo is no different, so be on the
look out for their great range of small appliance products in the near future.