Massmart has acquired appliance brand Eiger, as part of its move expand its private label product portfolio. | Fin24
Group private brand merchandise executive at Massmart, Trevelyan Hall, said:"Through our ongoing research, we identified a clear gap in South Africa for a brand of well-priced, beautifully designed small appliances that not only have all the features customers expect in a premium product, but also add to the aesthetic appeal of their kitchen countertops.
"As cooking oil prices rise, for example, the air fryer remains a popular item with customers and is now seen as a staple item in the kitchen," Hall said. He added that Eiger’s promotion of a healthy lifestyle and its offer of free recipe books and meal planning templates bring added value. Massmart currently sells small Eiger appliances such as hand vacuums, irons, kettles and toasters in its Makro, Game and Builders stores. "What customers see in-store currently is only the beginning for Eiger. We will continue to grow the brand through adding more sophisticated and innovative products, at affordable prices," Hall said.
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