Severin plugs into Jordan

Germany’s Severin, the maker of quality small domestic appliances has announced its foray into the Levant, starting in Jordan with Homeplug. Severin has launched with a range of 75-plus signature items as Homeplug also embarks on the new. The home ware retailer recently opened its flagship purpose-designed showroom and a service centre in Amman.

“We have partnered with Homeplug to plug Severin’s durable and innovative appliances into Jordan,” said Eric Berchtold, Severin’s Area Director, Middle East and Africa.

He said that the Severin’s Levantine expansion starting with Jordan looks to fill a gap in the home appliance sector. “Severin’s century-long commitment to product innovation and quality workmanship fuses beautifully with Jordan’s own core values, and its legacy of culture and heritage.”

Meanwhile, Ramzi Bulbul, Homeplug’s operations’ manager mirrors Berthold’s confidence in the performance of the Severin range. “Severin is a great brand and we have selected an entry range that includes innovative takes on staple items, such as kettles as well as introducing some newer items to market, including an egg boiler, electric fondue set and a popcorn maker.”

He said that the 600-square metre showroom in central Amman’s Jabber Complex has selected a range that will cater for families, retirees and youth, including the large student communities in the locality. “As well as modern takes on staple items from toasters to hairdryers, the Severin range extends to electric BBQs and personal grooming items for men, as well as women.”

Bulbul noted that the US$25 billion personal grooming segment in the Middle East is growing at more than 12 per cent per annum. He added that Severin’s hair care and grooming products will be welcomed by Jordan’s predominantly young population. “In 2010, just under 66 per cent of Jordan’s population was below the age of 30,” he said.

“Severin’s new-range of quality products with modern design will appeal the Jordanian consumer looking for contemporary small home appliances. Young men and women are spending more time in the kitchen – and looking good,  and they look for products they can relate to in terms of design,  as well as in function. Severin brings this combination to the table.

“Consumer spending in the region remains one of the highest globally, making the region an attractive entry market for quality products. We have specifically identified the Levant as prime growth markets for quality consumer appliances,” Bulbul concluded.

Germany’s Severin has focussed its energies on the quality design, production and distribution of a comprehensive range of home appliances and personal grooming products – always geared to lifestyle enablement at a sensible investment.