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Being a B&LLA: “We are delighted and feel so honoured to have won the award”

LicensingSource.net catches up with Niamh Griffiths, senior marketing executive at Smeg UK, to talk about the company’s 2023 B&LLAs win in the Best Brand Licensed Electrical &/or DIY Products or Range for its Dolce & Gabbana kitchen appliances collection. 

How did it feel to win a B&LLA last year? What did it mean to you and the team, and as a business?

We are delighted and feel so honoured to have won the award for our partnership with prestigious brand Dolce & Gabbana. The love story between Smeg and D&G is such a beautiful one, and deserves to be recognised. There could be no better way to convey the strength of the partnership than to have a shiny trophy displayed in our awards cabinet!

NiamhSmeg500x500What was the aim of your D&G partnership?

Dolce & Gabbana and the team here at Smeg have combined our artistic souls in order to give life to original ‘Made in Italy’ collections. The products are all symbolic of an aesthetic strongly linked to Sicily, to Italy and to its cuisine – of which Smeg has always been the interpreter of excellence.

Can you tell us a little about your activity in the licensing space since your win last April?

A beautiful new range of Smeg x Dolce & Gabbana products has launched since our win last April. In September 2023, we revealed Blu Mediterraneo, a collection featuring the colours of the sea and richly decorated with both geometric and floral motifs. We are so proud of this new arrival and to see the beauty of D&G and Smeg combined as one yet again is a joy to the eye.

The Smeg x Dolce & Gabbana products are all symbolic of an aesthetic strongly linked to Sicily.
The Smeg x Dolce & Gabbana products are all symbolic of an aesthetic strongly linked to Sicily.

Are you noticing any trends when it comes to electrical appliances? What opportunities are you currently excited about?

Our research shows us that upcoming trends will revolve around brightening up your living space and accessorising it with bold and interesting patterns. The strong partnership that we’ve fostered with D&G is growing; we’re excited to see the kettle join the Blu Mediterraneo small domestic appliance range within the next couple of months and, following this, major domestic appliances will debut later in the year, meaning that a cooker and fridge will be available to create a complete collection of appliances to proudly display in your kitchen.

What are the main challenges currently facing your business – and how are you mitigating them?

Like many businesses, the biggest challenge we are facing at the moment is hesitancy in consumer spending. Because of the soaring cost of living, consumers have to weigh up need versus want when making large purchases. The fact that Smeg is creating not only solid, functional products but coupling this with aesthetic beauty, means our products become an investment. The want can be justified as the products will not only look fabulous for many years in a space, but will also continue to perform.

Entries for the B&LLAs 2024 must close on Friday 8 March. Simply click here to get entering.

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