_____________________________________________________________________________________________ EFG
Housewares
Since its conception, the brand continues to be a great hit amongst consumers, particularly with EFG Housewares’ social housing and government clients.
“ Our own label range, which started off at around 30 products, is now up to 500, so it’ s growing very quickly. I’ m responsible for a lot of our commercial, social housing and government-type products, so when we get the demand for a product that we would’ ve traditionally bought from someone else, we then roll it out in our own space. That’ s where our own brand, Bright & Homely, comes in; it’ s a very high-quality, low-cost brand that we’ re really pushing to make up for some of the revenue we’ ve lost as a result of new legislative challenges,” Mike explains.
In following, the company is placing a greater emphasis on these government and social housing contracts to further strengthen its position in the market, particularly considering the new requirements and frameworks.
“ We’ re very much pushing for these government and social housing contracts. We recently attended the Housing 2025 trade show in Manchester, which was basically a fact-finding mission about government framework, procurement, how it works, and so on,” Mike says.“ From that, we gained an insight into the business and we’ re now tendering for several government projects. In the government and public sectors, there’ s a much more microscopic focus on the product’ s journey, how it’ s manufactured, if it’ s sourced and packed ethically, how it got here, among many other factors; it’ s a lot of documentation.”
Whilst these extra provisions may present some additional export challenges for some, EFG Housewares’ diverse geographical footprint and strong supplier relations give the company the competitive edge. The business has seen a further increase in its West African exports, despite many veering away from the African markets, which acts
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