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28th January 2021

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AEG enters water softener market in the UK... creating a new market opportunity for kitchen retailers

Premium appliance brand AEG has entered the UK water softener market, with a range of products to be sold exclusively through kitchen retailers.

Giving retailers the opportunity to capture the sale of these high-end products during the initial kitchen design phase, the AEG launch enables kitchen showrooms to generate additional margin and offer customers a comprehensive solution to protect their home and appliances from the damaging effects of lime scale.

The UK launch of AEG water softeners follows the brand's long-running and successful collaboration with premier global manufacturer The Marmon Group, which has partnered with Electrolux to market AEG branded water treatment products in Europe since 2008.

"The plan for the UK is to replicate the significant growth of AEG water treatment products that we've seen in Europe," explains Marmon Water UK sales & marketing manager, Chris Eaton.

"Combining the market leading, patented technology of Marmon with the brand values of AEG, the products offer a winning formula for retailers. We know that consumers like the benefits that water softeners deliver such as softer skin & hair, the need for less detergent and sparkling kitchens and bathrooms; so this, combined with the AEG brand, is a compelling opportunity to create add-on sales."

Jason Turze, AEG Home Comfort product manager, comments: "Approximately 60% of UK homes are located in hard water areas, making a water softener an important appliance.

"With the majority of water softeners being installed in the kitchen, independent retailers are in a prime position to capture this new, added-value opportunity.

"AEG water treatment products, available through our partner Marmon, enable stockists to up-sell to customers and capture a high margin sale in a way that hasn't been possible before now with this technology."

The AEG15 softener measures just 629mm x 301mm x 481mm, making it compact enough to fit neatly into a standard-size kitchen unit. Utilising the latest electronic technology, the AEG water softener is ideal for most households of up to nine people.

T: 0800 435 548
W: www.aeg-watertreatment.co.uk

12th February 2016