CDA Domestic Appliances transforms British and Irish kitchens with innovative, stylish white goods 

Established in Nottinghamshire, England, in 1991 and driven by an incredible local workforce, CDA Domestic Appliances (CDA) has built a reputation for offering affordable, stylish, ingenious, award-winning products that consistently deliver great results. Drawing inspiration from all around the globe, its team of experienced appliance experts design and test products at its Langar office. The result of this process is exceptional products that combine functionality and features tailored to suit the unique lifestyles of CDA’s customers across the UK and Ireland, all while incorporating a stunning aesthetic to complement the latest trends and kitchen designs. 

“From our foundation we grew from a small facility to the offices and warehouses we operate from today. In 2016, the founder decided to sell the company to the Amica Group (Amica), a €750 million turnover business that supplies and manufactures white goods and appliances across Europe. As a result, CDA’s product portfolio now encompasses three brands: CDA, Amica, and the Matrix range. Its annual turnover falls within the range of £45 million to £50 million, with its core offerings being white goods and kitchen appliances, including ovens, hobs, extractors, refrigerators, and dishwashers, available in both built-in and freestanding options,” opens Tim Pugh, Commercial Director. 

Despite its acquisition by Amica, CDA remains an innovative British business through and through, as Laura Sills, Head of Product, highlights. “One of the things we are known for is being one of the few appliance brands focused on designing kitchen appliances exclusively for the UK and Ireland market. While many major companies develop products for the broader European market, we specifically tailor our designs with the British and Irish end-consumers in mind. In our early years, we were particularly renowned for our creativity. At the KBB trade show, which happens every two years, we became a must-visit stand as people were excited to see the latest crazy products we had come up with. For instance, we showcased products like leopard print ovens, beer dispensers, and grill drawers, each imbued with a bit of personality. However, leopard print patterns were encouraged back in the day, so even though we are slightly quirky, we always ensured that our products retained their commercial appeal,” she clarifies. 

Creativity and an in-depth knowledge of its consumer base have been key in driving CDA’s growth within the British and Irish markets. Tim goes on to explain how the company came to establish a brand identity and approach that truly resonates with its audience. “We often refer to the foundation of our business as the ‘CDA Ecosystem’, a concept we have recently been showcasing during the refresh and relaunch of a few models within our product range. The CDA Ecosystem is not just about selling products but also designing these products to meet the specifications of the UK market and appeal to our consumers through their uniqueness. As part of that, our in-house technical team is in charge of checking the quality standards of all products being received in our warehouse, working closely to innovate and introduce new features. 

“Across every interaction point with our customers, we are committed to delivering a fantastic experience. Operating our own UK-based call center for handling post-purchase queries, issues, and concerns enables us to uphold this commitment. Additionally, our engineering team boasts industry-leading first-time fix rates, which are in excess of 90 percent. This means that when a product malfunctions, we fix the issue correctly and quickly on the first attempt 90 percent of the time, a rate that outperforms industry standards by far. Additionally, we have specialized teams and communication channels to engage with trade professionals, serving as the interface between customers and our business,” he elaborates. 

To further promote interactions with customers, CDA recently transformed its showroom to welcome them. “Over the past two years, we have focused substantially on product development and innovation within the CDA brand. Last year, we launched our signature collection at KBB, which is tailored for the kitchen studio market and was phenomenally well received. This success led us to revamp our showroom, showcasing the beautiful studio products we have introduced in the last year. Besides, we have just rebranded and relaunched our new Matrix range, a collection of ovens and hobs. Showcasing our innovations in the showroom not only allows us to demonstrate the depth of our development work and the beauty of our products but also encourages our customers to visit us. This is crucial because many people are still unfamiliar with our brand. 

“To address this, we have been hosting VIP events for both new and existing customers to see the CDA and Matrix ranges. The results have been incredibly positive, driving increased brand awareness and demand for our products. We also encourage our teams to utilize the showroom’s two cooking areas for bake-offs using our products, and we welcome local consumers who wish to explore our offerings and learn more about them. Furthermore, we have recently initiated online training sessions for some of our major customers who are unable to visit us physically. These virtual sessions have been very powerful, enabling us to reach more kitchen designers and customers located far and wide,” Laura adds. 

CDA’s relentless pursuit of innovation, focus on the local market, and commitment to delivering exceptional customer experiences have strengthened its dominance in the British appliance industry.  

cda.co.uk