JML releases ‘disruptive’ new products inspired by previous best sellers
Consumer goods group JML has released three “disruptive” new products for its ironing range as it moves forward with plans to double sales in the next three years.
The company has launched the FastFit Ironing Board Cover Ultimate and two new steam irons including the Phoenix Copper Pro and the cordless Phoenix Gold Free Flight.
The UK-based company, which was founded in 1986, said the huge success of the original FastFit Ironing Board Cover and the Phoenix Gold iron inspired the company to launch the new products.
“JML has always been a disruptor,” said chief sales officer Brian Keogh. “The Phoenix Gold disrupted the iron market and very quickly became a best-selling product for us. Now we are moving forward aggressively in the market with these revolutionary products.
“JML had huge success with the FastFit Ironing Board Cover, which to date has sold more than 25 million units, and the Phoenix Gold Iron, which became the best-selling steam iron in the UK.”
The new Phoenix Copper Pro has been developed primarily for the US market but will be released internationally. JML said its unique copper-ceramic composite soleplate allows it to retain heat better than any other steam iron. Meanwhile, the FastFit Ironing Board Cover Ultimate has a triple layer construction that JML says will now set the standard in this category.
Last year JML enjoyed a record Christmas in the UK retail sector with sales increasing by 10.4% on the previous year.
JML chief executive Ken Daly said: “After last year’s record Christmas, JML is moving forward rapidly in its plans to double sales in the next three years.
“This includes an increased media spend and the development of disruptive new products such as the Phoenix Gold Iron Free Flight, the Phoenix Copper Pro and the FastFit Ironing Board Cover Ultimate. The range in which these items now sit contains the products that helped JML to become the household name it is today.
“JML recently sold its 100 millionth UK retail product. The latest product releases will contribute greatly to our continued growth.”
