Ultimate plugs into Russell Hobbs

ULTIMATE Products, the North West retail supplier, has signed a licensing deal with its near-neighbour, Russell Hobbs.

Chadderton-based Ultimate will produce a new range of homeware products under license from the Failsworth-based kettle maker.

It has signed an exclusive three-year deal with Spectrum Brands (UK) Ltd, Russell Hobbs’ parent company, to develop a range of cookware, bakeware and kitchen utensils for the UK retail market.

Ultimate, which designs, sources and supplies more than  3,000 products for well-retailers such as Argos and Tesco, said the deal was part of a wider strategy to secure licensing deals with major brands with a reputation for quality and innovation.

Founded in Great Britain in 1952 by Bill Russell and Peter Hobbs, Russell Hobbs was acquired last year by US based kitchen and household appliance specialist Spectrum Brands, which supplies more than one million stores in over 120 countries around the world.

Ultimate’s founder and chief executive Simon Showman said: “Russell Hobbs is a great British brand with a unique quality and position in the market, thanks to its pedigree and heritage. We’re honoured to have been selected as its exclusive licensing partner in homewares and will be reflecting its commitment to innovation, style and quality in our own range of products.

“Our strategy is to develop a broad portfolio of in-house and licensed brands that appeal to a wide customer base, giving our retailer partners the best possible choice for their homewares category.”

Tim Wright, managing director of Russell Hobbs, said: “This is an important step for our brand in the UK market, so we were determined to select a partner who would meet our retailers’ and customers’ expectations.

“We’re excited about our journey into a new category with Ultimate Products.”