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OXO sees early success with John Lewis branded fixture

American housewares brand, OXO, has seen early signs of success with its new branded concept launched at John Lewis in September.

The new concept, which delivers an innovative shopping experience to drive awareness and sales amongst UK consumers, invites customers to imagine OXO tools in their own home through the new kitchen setting. Meanwhile the new Lift & Learn technology visually explains a select number of products, with the aim of encouraging customer interaction.

Max Viale-Sole, sales manager UK and Ireland at OXO, commented: “The new fixture was a serious investment for the brand, but we are already seeing a strong return. Comparing sales of the new fixture to the previous fixture, the growth has doubled on our key metrics.

“This new concept is taking the learnings we have had previously, and constantly improving upon them. At OXO, we’re keen to get our products into the hands of our consumers, so they can see the benefits for themselves, and what better way to do this than by creating a kitchen environment where they can interact with the products rather than just browse on the shelf.

“The data shows consumers are spending more time discovering and buying OXO products, with numbers showing increasing interactions month on month. The data that comes with this installation will be put to good use and will ensure we make the brand concept work harder going into 2024.”

OXO has plans to extend the activation to multiple John Lewis stores across the UK and is currently testing the concept outside the UK in other European markets.

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