Domain range

Consumer goods group acquires Salter domain name after takeover in 2021

Oldham’s consumer goods group, Ultimate Products, has acquired the domain name, Salter.com, from the UK’s oldest household goods brand, Salter, which was established in 1760.

The domain name will replace Salterhousewares.co.uk, as Salter’s branded direct e-commerce channel (DTC).

It is expected that the domain name change, which will be operated by Ultimate Products staff, will benefit from being easier to remember, type and share, as well as rank higher from a SEO.

The company also plans to soon complete the redesign of Beldray.com, the DTC channel of Beldray, its laundry, floor care, heating and cooling brand, also one of the oldest homeware brands. of the United Kingdom, having been founded in 1872.

Beldray’s new website will go live in August and as part of this planned enhancement has undergone extensive design and user experience enhancements by the group’s website and design team .

Ultimate Products operates DTC websites for all of its top brands and has been pleased with the growing popularity of these channels which, supported by SEO optimization and advertising, are seeing increasing numbers of visitors.

Online shopping accounts for 27% of non-food retail sales in the UK and is expected to grow to almost 50% by 2025.

However, online channels only accounted for 15.1% of Ultimate Products’ overall revenue in fiscal year 2021. So increasing the share of revenue from online channels presents an opportunity for growth. clear for Ultimate Products, which expects these channels to represent 30% of overall revenue in the medium term.

Besides the directly owned DTC channels, the group’s online revenue also includes sales generated on third-party multi-brand platforms such as Amazon and eBay, which are the major contributors to this segment.

Simon Showman, Managing Director of Ultimate Products, said: “Our direct-to-consumer channels are a lesser-known part of our business, but demonstrate the breadth of skills of the Ultimate Products team.

“From website design to order fulfillment, our in-house talent has the ability to create and operate fully functional e-commerce sites, which are visited by hundreds of thousands of customers each year.”

He added: “While we are already a clear market leader, we have high hopes that the Salter brand can continue to grow healthily, especially in international markets, which will be helped by this recent website acquisition. .

“It’s through this kind of innovation and agility that our suite of brands continues to grow and gain market share. Combined with the huge audiences on global platforms such as Amazon and eBay, we are confident that we can achieve our medium-term goal for online channels to account for almost a third of our total revenue.

Ultimate Products completed its acquisition of Salter Brands from FKA Brands for £34 million in July 2021.

The acquisition included Salter’s range of high precision kitchen scales, timers and thermometers, developed in partnership with celebrity UK chef Heston Blumenthal.

The deal involved a placement of shares and a subscription offering through the primary offering platform to raise £15 million for the acquisition.

The company has also entered into a new, additional £10m contingent term loan agreement with HSBC to part fund the initial £32m consideration of the deal.

Since 2011, Ultimate Products had licensed the Salter brand for the sale of kitchen electrical products and cookware, excluding Salter scales, with the current license set to expire in 2024. The acquisition eliminated royalty payments and the risks associated with the current Salter license.