Oldham consumer goods group hails key German hypermarket order

Simon Showman

Oldham consumer goods group, Ultimate Products, has received an order worth approximately £840,000 for its Petra brand from one of Germany’s main hypermarket retailers.

Petra is the group’s recently acquired German kitchen electrical brand which is well recognised in the German market and enjoys a reputation for quality and design innovation.

The order is for Petra kitchen electrical items, which will be available in the retailer’s stores in late 2022 or early 2023. Although sizeable, this initial order is preliminary and Ultimate Products says there is significant potential for further Petra sales growth with this customer in the future.

Ultimate Products is the owner of a number of homeware brands, including Salter, the UK’s oldest houseware brand, established in 1760, and Beldray, established in 1872.

Petra was founded in 1968 in Bavaria as a manufacturer of electrical equipment, specialising in coffee machines, before expanding its range into other areas of kitchen electrical products. It was acquired by Ultimate Products in February 2021, and since then has been relaunched and refreshed with a new range of kitchen electrical appliances.

Simon Showman, Ultimate Products chief executive, said: “To receive Petra’s first order from a leading German hypermarket just one year after we acquired the brand is immensely encouraging.

“We are confident that Petra’s heritage and reputation for quality, combined with the Ultimate Products focus on mass-market prices, will be a compelling proposition for customers. More broadly, we hope that this will be the start of a long and profitable relationship between Petra and the retailer in question.”

He added: “Germany is a very exciting part of our international strategy, and is a country in which we are performing particularly strongly. We look forward to continuing to expand Petra and our other leading homeware brands across Germany, as well as into other territories.”

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