Glen Dimplex will assume control of the sales and marketing of the Morphy Richards small appliance brand on 1 November 2014 after 12 years of distribution by major appliance brand ASKO. Glen Dimplex is the global owner of the Morphy Richards brand.
The Australian offices of ASKO Appliances and Glen Dimplex are both based in Melbourne. Morphy Richards currently markets a range of toasters, kettles, irons and benchtop small appliances.
“After 12 years of being the sole distributor for Morphy Richards, ASKO Appliances will now cease to distribute the Morphy Richards brand in Australia,” said Crt Prasnikar, managing director, ASKO Appliances. “From 1 November 2014, Glen Dimplex Australia will assume distribution of the Morphy Richards brand.
“To ensure a smooth transition for all of our retail partners, Glen Dimplex Australia will be responsible for any warranty issues for any Morhpy Richards products sold by ASKO.
“ASKO wishes to thank all our supporters over the 12-year period and wishes Glen Dimplex Australia all the best in building the Morphy Richards brand in future.”
The Morphy Richards brand was founded as an electric fire manufacturer in South Yorkshire in 1936. In 1960, the brand was sold to audio company EMI. Six years later it became part of a merged appliance entity with EMI called British Domestic Appliances and a majority share was subsequently sold to the Coventry-based General Electric Company (GEC). By this stage, Morphy Richards was making refrigerators, as well as small appliances, though GEC chose to switch the major appliance business to the Hotpoint brand, which they also owned. Almost two decades after acquiring Morphy Richards, GEC sold the brand to Irish company Glen Dimplex, which also owns several other traditionally English brands such as Belling, Roberts and Stoves.
“We are very excited about another group brand coming into our business here in Australia and we look forward to building on all the hard work that ASKO have put in over the many years the Morphy Richards brand has been in their care,” said Glen Dimplex Australia MD Dave Woodward.
“We would like to thank the team at ASKO, both past and present, for all their efforts in getting Morphy Richards established in the Australian market.”