Press Releases

19/09/16

Great British Bake off Continues to Coax the Cooks at Home


 

170% sales increase in Kitchen Aids for four weeks running

 

There is no ‘soggy bottom’ on sales of cook and bakeware at Debenhams this September - the return of the top-rating show, Great British Bake Off has fuelled a 170% sales increase in Kitchenaid’s as the British public get inspired to get baking once again.

 

Whilst presenters Mel and Sue have voted ‘not to follow the dough’ with the planned channel change for the show, the British public can’t get enough of the baking bug.  Kitchen scale sales are up 20% and baking gadgets including pastry brushes, whisks and spatulas are up 30%.  Whilst increases in ‘baking from scratch’ utensils are gaining favour, it is the sleek designed labour-saving kitchen gadgets which is creating the cherry on top of the store and online sales.

 

Director of Homes, Steve Lightfoot says, “The influence of Great British Bake Off is amazing - as soon as Paul Hollywood and Mary Berry entered the kitchen product was flying off the shelves.  Customers have definitely got the baking bug and are kitting out their kitchens with the latest gadgets.”

 

Popularity of the show is also evident in licensed goods.  Debenhams’ exclusive The Great British Bake Off kitchen range is also experiencing a halo effect.  The range is selling twice as fast as other gift food ranges with the hero product being the Star Baker apron.

 

The range which includes mugs, cake stand, timers, cake tins, tea pot with tea cup and fridge magnets with prices ranging from £7 to £15 is literally selling like hot cakes across all stores.

CONTACTS

For further information;
Christine Morgan Director of PR Manager
Christine.morgan@debenhams.com
Tel: 0203 549 6420


About Debenhams

Debenhams is a leading international, multi-channel brand with a proud British heritage which trades out of more than 240 stores across 27 countries. Debenhams gives its customers around the world a unique, differentiated and exclusive mix of own brands, international brands and concessions.

In the UK, Debenhams has a top three market position in womenswear and menswear and a top ten share in childrenswear. It holds the number two market position in premium health and beauty.

Debenhams has been investing in British design for 21 years through its exclusive Designers at Debenhams portfolio of brands. Current designers include Abigail Ahern, Savannah Miller, Ted Baker, Jeff Banks, Jasper Conran, FrostFrench, Patrick Grant, Henry Holland, Ben de Lisi, Todd Lynn, Julien Macdonald, Jenny Packham, Stephen Jones, Preen, Giles Deacon, Aliza Reger, John Rocha, Ashley Thomas and Matthew Williamson.

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