D.A.D. (Domestic Appliance Distributors) and Creda have announced a brand new partnership that will see Creda relaunch, revitalise and expand its product range with a focus on energy-saving, time-saving and space-saving appliances. The brand plans to shake up the existing cooking and laundry line-up in 2025, as well as introducing new categories.
The legacy of Creda extends across generations, and its appliances have been a fixture in British homes since its inception in 1919. The company manufactures washing machines, tumble dryers, cookers, ovens and hobs, and at one time Creda held an impressive 40 per cent share of the English electrical consumer goods market.
The brand has witnessed numerous transformations over the years, yet its core values and its philosophy of delivering innovative, high-quality products has remained unwavering.
Talking exclusively to ERT, Sertac Sertler, Managing Director of Creda, who is leading the relaunch of the brand, said: “We are very pleased to partner with the UK’s biggest distributor which has extensive coverage and experience in the white goods industry.
“We are bringing an iconic and timeless brand back to consumers, investing in new product technology and design; with D.A.D.’s support we look forward to developing the independent sector with a more focused approach, and we are hopeful of a recovery in the market next year as interest rates reduce and the economy starts to improve.”
D.A.D. Managing Director, Alison Taylor, added: “We’re delighted to have the opportunity to exclusively partner with Creda – a brand that has a very strong heritage and is recognised and trusted in the UK. With so many new brands coming into our households in the last few years, it’s the perfect time to remind consumers of the history the UK has in appliance manufacturing, and the opportunity to create a wider portfolio of products is really exciting.”
Founded in 1992, D.A.D. is the UK’s largest home appliance distributor delivering over 50,000 products each month. The company – which recently won Best Industry Distributor at the ERT Awards 2024 – is a one-stop-shop for brands, with the exclusive distribution of White Knight, Beko, Midea, Sovereign, and now Creda, as well as its own brand, Iceking.
D.A.D. operates from a huge modern warehouse in Tewkesbury and supplies to independent electrical retailers, kitchen specialists, national multiples, house builders, developers, charities and e-commerce sites. The company’s fleet of vehicles has nationwide coverage, including the Scottish Highlands and Islands, Channel Islands and Northern and Southern Ireland.
