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In 1984 Bryan Fenn, son-in-law of the which our customers believe. Linked to
It’s a proud year for original founder, travelled to South Africa, this is our growth strategy of expanding
everyone at Creative bringing with him an imported range of ranges within our current brands, together
Housewares as it celebrates two kettles. A year later a small assembly with the introduction of new brands to
line manned by three staff members was complement our offering.”
25 years since it first began set up in a garage, producing 50 pieces Altogether Creative Housewares has
trading in South Africa. a day. This marked the beginning of launched three new brands, more than
Tracing the company’s Creative Housewares. 35 new products and employed a high
Three generations later, the company number of staff over the last year to keep
history, however, reveals has grown into a formidable player in abreast of the company’s growth.
that it is considerably older, the appliances market, boasting local “Additionally, the launch of the new
and dates back to the 1950s manufacturing, importing and exporting Mellerware website has reduced the
divisions. Managing director Justin Fenn gap between supplier and consumer,
when it operated in England says the original values instilled by his enabling us to communicate on a
as the small family business, grandfather and father are still prevalent one-to-one basis with our customers –
Mellerware. in the high quality, yet affordable items sharing offerings and most importantly,
the company provides. “I know they listening to their requirements,” Fenn
would have been particularly proud of the adds. “For example, the website
way in which our product development incorporates functionality that allows
and design department always finds consumers to register their guarantee
something unique to offer our customers.” online so that they no longer have to
In 2006 Creative Housewares was partly worry about losing their receipts. It’s
acquired by Spanish appliance giant just one small way of putting our brand
Taurus, which gave the company access behind our two-year guarantee.
to first-class testing facilities, engineers “We are particularly excited about
and finance. This enabled the Mellerware the upcoming relaunch of the Morphy
brand to grow extensively within its Richards brand, which will be entering
existing product ranges, while expanding our stable by late 2009,” he continues.
into many new categories. The move also “This premium brand is the perfect
paved the way for the Taurus appliance complement to our entry level
brand, Mallory and housewares brand, Mallory and mid-tier Mellerware small
Monix to be introduced successfully into appliances ranges.”
the local market. Through rapid growth Although the shrinking economy
and a solid reputation the company has has placed the country’s export
also added international brands Dyson, industry under financial stress, Creative
Morphy Richards, GreenPan and Aqua Housewares’ export drive is thriving.
Justin Fenn – keeping original family Optima to its stable. Botswana and Namibia continue to
values in the business. “Like most companies operating in grow from strength to strength, and
a global recession, at the beginning the company is about to engage with
of 2009 we viewed the future with the Zimbabwean market, to be closely
trepidation,” says Fenn. “These fears followed by Zambia and Angola.
were soon put to rest, however, as we Fenn believes there are endless market
continued to excel month after month, opportunities waiting to be tapped.
meeting and exceeding our budgets and “We will always remain focused on small
growth targets.” appliances, with a view to becoming
Fenn attributes this year’s success to market leaders in the major categories.
two main factors: “Our consistent levels Innovation will always remain a part of the
of excellent service to our customers and company’s strategy and diversification is
the supply of affordable quality brands in definitely on the cards for the future.”
4 | Home Goods Retailer – October 2009
celebrates 25 years,
three generations in SA
brand pyramid
Appliance giant Taurus has dominated the Spanish market
for over 50 years. Since the 1990’s Taurus have expanded
into Europe, South America, Africa and the East. In 2006
Taurus acquired shares in Creative Housewares.
Creative Housewares has expanded exponentially through
its relationship with Taurus and continues to grow deeper
into existing categories as well as wider through the
introduction of new brands.
Morphy Richards has a rich The house brand of Creative Mallory is part of the Taurus Monix is part of the Taurus Belgian eco - friendly Aqua Optima has been Creative Housewares is
history in producing outstanding Housewares, provides group of brands providing group of brands providing cookware brand GreenPan, researching water for years; proud to be appointed as the
electrical appliances. Today, entry level appliances from economical entry level quality homeware products uses an exclusive coating testing it and refining it official distributor of Dyson,
they continue to lead the the “Contemporary” range appliances to the market. ranging from ironing boards called Thermolon which is using the latest technology UK’s premium vacuum
market through their innovative through to the full feature, to cookware. PTFE and PFOA free, can resulting in cleaner, purer cleaner brand, which has set
designs and manufacturing highly styled products in reach temperatures of up to water, just as nature new standards in advanced
to the highest standards, to the “Executive” range. 450°C and uses 60% less intended. technology and design in floor
provide products that make life CO2 in production. care.
easier.
Superior quality
homeware from Monix
Monix is part of the Taurus group of Vesuvius 6L Pressure Cooker Ironing Board
brands, providing quality homeware The six-litre pressure cooker has been Hanger
products ranging from ironing boards awarded the Jenny Rated logo. By This easy-to-store
to cookware. endorsing certain products Jenny ironing board
Morris puts her reputation behind and iron can be
the assurance that consumers door or wall
can depend on the product’s mounted.
superior qualities and
performance.
Home Goods Retailer – October 2009 | 5
creative housewares brands
Mellerware, trends for life Eco-friendly cookware from GreenPan
The house brand of Creative Housewares provides entry-level Belgian eco-friendly cookware brand GreenPan uses an
appliances from the Contemporary range through to the full exclusive coating called Thermolon which is PTFE and PFOA
feature, highly styled products in the Executive range. free, can reach temperatures of up to 450 degrees Celsius
and emits 60% less carbon dioxide in production compared
Quick and easy espressos with Arezzo to other non-stick coatings.
In association with Caturra Coffee, Mellerware has launched The technology that makes GreenPan different is the
the Arezzo capsule coffee machine, which uses the coffee- Thermolon coating which contains no PTFE (polytetrafluoro-
motion system of closed capsules from Caturra to make ethylene) and uses no PFOA (perfluorooctanoic acid) in its
perfect espresso’s in seconds. production process.
“The coffee has to be tasted to be experienced properly,” What does this mean? Well, PTFE is the chemical name
says Creative Housewares marketing manager Steve Stewart. given to traditional non-stick coatings widely available on a
“Caturra has outdone themselves on taste and Mellerware number of products on our shelves today. The disadvantage
on convenience. Gone are the days of manually filling the of these coatings is that they decompose at temperatures
espresso machine and cleaning up the mess afterwards.” exceeding 260°C, releasing fumes that are noxious to the
“Operating the coffee machine is quick and easy”, Stewart respiratory system. GreenPan’s Thermolon ceramic coating is
continues, “simply click open the top of the coffee machine, resistant up to 450°C, providing perfect non-stick properties.
insert a Caturra capsule, close the lid and press the button. It is also scratch-resistant, durable and most importantly,
The result is an espresso with a perfect crema that would contains no PTFE. PFOA is used in the application process of
satisfy the most discerning coffee connoisseur. If a weaker PTFE coatings and has been classified as a likely carcinogen
espresso is preferred, allow the machine to run a bit longer by the America EPA. GreenPan’s Thermolon uses absolutely
for an Americano”. no PFOA in any part of its coating or production processes.
“When making another cup simply open the lid and the Jenny Morris has been appointed as the brand
previous capsule conveniently slides into the back and ambassador for GreenPan in South Africa. Products that
drops into an extractable tray. The tray discreetly holds the are awarded the Jenny Rated logo are tested, used and
empty capsules, which can be thrown away later for plastic approved by Jenny Morris, and are used by her students
recycling. The capsule system ensures exact quantities, regularly within her Giggling Gourmet CooksPlayground,
effectively eliminating wastage and mess. An espresso has which puts her reputation behind the assurance that
never been as quick or tasty”. consumers can depend on
Mellerware and Caturra have focused on bringing the superior qualities and
premium coffee drinking to the consumer with exceptionally performance of products
keen pricing for the Arezzo system. Additionally, with any and services that bear the
purchase of an Jenny Rated endorsement.
Arezzo machine, For more information go to
a selection of www.jennyrated.com.
six capsules
is included
free so that
consumers
can sample
the blends
and purchase
their favourite.
6 | Home Goods Retailer – October 2009
as in the factory in Malaysia where the vacuums are produced.
More than 100 tests are repeatedly carried out on machines
before they go into production on the team’s 126 test stations
and 25 individual performance rigs. Dyson engineers spend
Eliminate dust with Dyson 30 000 hours a month testing machines to make sure they
Creative Housewares is the official distributor of Dyson, UK’s are happy with their performance and reliability. They are also
premium vacuum cleaner brand, which has set new standards constantly working on developing even more realistic and
in advanced technology and design in floor care. consumer-relevant tests.
You know the feeling when some everyday product lets you The DC25 Dyson Ball is a slim,
down. “I could have designed this better myself,” you think. lightweight upright that sits on a ball.
For James, frustration has proved the mother of invention: Conventional cleaners with fixed wheels
during a chance visit to a local sawmill, James noticed how the can only move in straight lines; they’re not
sawdust was removed from the air by large industrial cyclones. designed to steer. But the new Dyson DC25
Could that principle work on a smaller scale in a vacuum sits on a ball and turns with ease.
cleaner? He took his vacuum apart and rigged it up with a Dyson engineers have replaced
cardboard cyclone. He then began to clean the room with it. wheels with a ball to give DC25 greater
Amazingly, it picked up more than his old bag machine – the maneuverability. The motor sits inside the
world’s first vacuum cleaner without a bag. ball, making it lighter in hand and even
Performance and reliability testing are absolutely easier to steer. With the turn of the wrist
fundamental to the design process and product development DC25 responds by swiveling its head to nip
cycle at Dyson. Destructive, endurance, performance and around obstacles like furniture, children
reliability testing are carried out 24 hours a day, seven days a and pets around the home.
week. Highly Accelerated Life Testing (HALT ) techniques are The DC25 has a motorised brush-bar
used to compress a whole product lifetime into a matter of which even captures ground-in dirt
days or weeks. and pet hair, so it picks up as much as a
Dyson tests machines and prototypes in Malmesbury, as well full-sized Dyson vacuum.
Stylish and contemporary Morphy Richards Pure water from
Morphy Richards is an international brand that is sold in over Aqua Optima
40 countries. The products user-friendly nature is coupled Aqua Optima has been
with a stylish and contemporary look. It is a market leader researching water for years,
through its innovative designs and high manufacturing testing and refining it using the latest technology to produce
standards. The 70-year-old brand is owned by the Glen filters of superior quality. With the five-step filtration process
Dimplex group who is the largest manufacturer of electrical Aqua Optima water filters remove impurities that even
heating appliances in the world. boiling cannot eliminate.
Clever cooking with Intellisteam Dispenser
Intellisteam has an intelligent digital timer and individually The filtered water dispenser and chiller
controlled heat elements that allow the cooking times of holds up to 7.2 litres and provides
different foods to chilled filtered water. The filtration
be co-ordinated process removes herbicides, pesticides,
so everything lead, chlorine and lime scale.
finishes cooking “Creative Housewares likes to do its
together. There bit for the environment, which is why
is no need for we have partnered with Working for
extra pans as the Water,” says managing director Justin
Intellisteam cooks Fenn. “Mellerware, in conjunction
complete family with Aqua Optima, is committed to
meals, from the supporting the Working for Water campaign by donating R1
sauce through to per product sold and providing staff to actively participate in
the rice. alien vegetation clearing campaigns.
Home Goods Retailer – October 2009 | 7
New sales director appointed
In recognition of his consistent hard work De Vos believes there are three pillars
over the years Creative Housewares has to ensuring future growth within Creative
appointed Aidan de Vos sales director of Housewares: “Surrounding ourselves with
the company. dynamic out-the-box thinkers, striving
De Vos joined the small appliances to do things differently in the market,
manufacturer, supplier and distributor in and maintaining the group’s energetic
February 2005, when its stable consisted approach to product, category and brand
of little more than one brand and 35 expansion programs. This will ensure
products. Today this number has grown that Creative Housewares continues to
to seven brands and just under 200 provide stylish yet affordable lifestyle
products. “De Vos’s relentless drive has enhancing products that add value to
been a significant contributor to this consumers’ lives.
success,” says MD Justin Fenn. Aidan de Vos – “My hope is for Creative Housewares
De Vos modestly emphasises that Hoping for extensive growth. to excel at a growth rate that exceeds
his achievements are the result of our current plan,” he continues. “I would
teamwork and successful relationships like to see the staff grow with the
with Creative Housewares’ customer De Vos’s professional career began company – and have fun while doing
base. His persistence, which he describes in the hardware retail industry, he then so – and I want to ensure that we, at any
as “doggedness, like a little bull terrier moved on to wholesale within the power given time, have a staff complement
that grabs at your ankle and never lets tool sector. After eight years he felt it was with the necessary skills and tools in
go”, has certainly sniffed out growth time for a change and joined Creative place to continue with the expansion
opportunities for the company, resulting Housewares as regional sales manager for programme should any one of our team
in exponential growth year on year. Gauteng and surrounding areas. move on.”
Creative Housewares positioned as the house of brands
Since joining Creative Housewares in April Stewart explains. “Further value was added
2008 marketing manager Steve Stewart’s to the cookware and food preparation
passion for brands has had a significant products by providing extensive product-
influence on driving the company as the related recipe books. These products were
house of brands. also tested and endorsed by South African
“With the increasing amount of choices celebrity chef Jenny Morris, also known as
consumers have, it is vitally important the Giggling Gourmet.
that we provide brands that fulfill their “The relationship created with Jenny
promise – by meeting consumers’ needs Morris led to the launch of the non-stick
and adding value to their lives,” says cookware brand GreenPan with Jenny
Stewart. “Through building brands we as the brand ambassador. GreenPan, a
create relationships with customers by Belgian brand sold in over 50 countries, is
understanding their needs and providing Steve Stewart – Positioning the first eco-friendly cookware brand to
product ranges relevant to various life Creative Housewares as the be launched in South Africa. With Jenny
stages. At Creative Housewares we believe house of brands. hosting a number of media events it has
in the strength of brands, which is why in been a resounding success.”
the last few years we have positioned the Co-branding is part of the Creative
company as the house of brands.” “While the Mallory and Mellerware brands Housewares strategy. The effect of the
“Over the last year”, Stewart contin- provided us with products from entry to Jenny Morris endorsement on our sales
ues, “Creative Housewares took a long mid-premium levels, a gap existed in our has been overwhelming. This strategy
hard look at what its current brands offer range for a truly aspirational brand. In Au- has been rolled out to other categories,
customers. We examined our product of- gust 2009 we found the brand to complete for example the relationship we have
fering, communication methods, and ways our offering – Morphy Richards – where built between Caturra Coffee and the
to differentiate ourselves in the market. beautiful design and amazing functionality Arezzo machine.
We investigated what our customers are result in exceptional products.” Creative Housewares has become the
looking for and consequently, what was Creative Housewares took additional house of brands. The co-branding initia-
missing from our stable.” steps to enhance its existing offering: tives have had a snowball effect attract-
Stewart says it soon became apparent “The Mellerware packaging and logo ing other brands to us. We are growing
that Creative Housewares’ small appliance were upgraded to better communicate from strength to strength and are looking
offering was not targeting all markets. the brand and product selling features,” forward to what the future holds.
8 | Home Goods Retailer – October 2009
