British range cooker manufacturer Rangemaster unveiled a new logo and brand identity alongside a swathe of company developments on its stand at KBB Birmingham, on 3rd March 2024. Coinciding with its first appearance at the exhibition in 10 years, the refresh commences a series of manufacturing and range developments within the business following a multimillion-pound investment in its Leamington Spa factory.
The new logo is part of an evolved brand narrative and ethos, ‘Everyday Inspired’, that puts today’s customers and their cooking, cultural and lifestyle needs at the centre of everything Rangemaster does. To support this, Rangemaster has also invested in new production lines at its Leamington Spa factory, implemented a powder paint facility and developed a ‘next generation’ construction across its range cookers. The rollout will begin with the Estel Deluxe and Edge Deluxe families, unveiled at KBB Birmingham, and will gradually replace all existing families.
The company says the new manufacturing upgrades combine Rangemaster’s traditional hand-built expertise with modern precision engineering to enhance product quality and futureproof the factory in Leamington Spa. In addition, the ‘next generation’ range cookers will also benefit from new configuration options and clear specification differences between product families with a ‘good, better, best’ hierarchy across traditional and modern styles, rationalising upsell opportunities for retailers.
Iskender Diker, commercial director at Middleby Residential (Rangemaster), said: “The new brand identity and next-generation manufacturing improvements are just the beginnings of an exciting new era for the Rangemaster brand. As the UK’s number one range cooker manufacturer, the new logo celebrates this significant milestone in Rangemaster’s almost 200-year history and pays tribute to our unwavering passion for cooking and enduring heritage as a Great British brand. We have invested significantly in our manufacturing facilities in Leamington Spa to provide retailers with an even stronger, more cohesive product offering, proudly Made in Britain. It’s a powerful message for retailers and demonstrates our commitment to supporting them, while also enhancing the cooking experience for consumers.”
Emma Cowley, brand & digital marketing manager at Rangemaster, added: “As an iconic British brand, we’ve grown and changed with the times – just like generations of our customers – and these exciting developments are the next chapter in our evolution. We are putting customers in the foreground, ensuring there’s a Rangemaster that’s perfect for every home baker, amateur cook or chef.”
In addition, Rangemaster is developing a suite of marketing materials for retailers as part of the transition, with new POS displays, dedicated webpages and digital assets. For further information about the changes, trade customers are encouraged to speak to their regional sales manager.
