JML to release three 'disruptive' new products

By Nell Walker
JML is set to release three ‘disruptive’ new products based on best-sellers, as part of its plan to double sales in the next three years. The new p...

JML is set to release three ‘disruptive’ new products based on best-sellers, as part of its plan to double sales in the next three years.

The new products will be part of JML’s ironing range, including the FastFit Ironing Board Cover Ultimate and two steam irons: the Phoenix Copper Pro and the cordless Phoenix Gold Free Flight.

The 31-year-old company was inspired by the huge success of the original FastFit cover and Phoenix Gold iron to launch new versions.

“JML has always been a disruptor,” said Chief Sales Officer Brian Keogh.

“The Phoenix Gold disrupted the iron market and very quickly became a best-selling product for us. Now we are moving forward aggressively in the market with these revolutionary products.

“JML had huge success with the FastFit Ironing Board Cover, which to date has sold more than 25 million units, and the Phoenix Gold Iron, which became the best-selling steam iron in the UK.”

The Phoenix Copper Pro has been primarily developed for the US market, but will still be released internationally. The copper-ceramic composite soleplate allows it to retain heat better than any other steam iron, and the FastFit Ironing Board Cover Ultimate has triple layer construction that will undoubtedly set the standard in this category.

Last year JML enjoyed a record Christmas in the UK retail sector, with customer sales increasing 10.4% on the previous year.

JML CEO Ken Daly said: “After last year’s record Christmas, JML is moving forward rapidly in its plans to double sales in the next three years.

“This includes an increased media spend and the development of disruptive new products such as the Phoenix Gold Iron Free Flight, the Phoenix Copper Pro and the FastFit Ironing Board Cover Ultimate. The range in which these items now sit contains the products that helped JML to become the household name it is today.

“JML recently sold its 100 millionth UK retail product, which is due in no small part to the huge success of the FastFit Ironing Board Cover and Phoenix Gold. The latest product releases will contribute greatly to our continued growth.”

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