Strix Group plc, a U.K.-based designer, manufacturer and supplier of kettle safety controls and water filtration products, is expanding into the U.S. consumer products market with the launch of water-filtering countertop appliances and pitchers.
Strix, which is exhibiting at The Inspired Home Show 2023 in Chicago, said it is entering the U.S. market to expand its mission to ‘innovate safety and design for a sustainable future.” The company reported it is partnering in the U.S. with veteran Wisconsin-based appliance and housewares sales and marketing organization Englewood Marketing Group.
Harry Kyriacou, Strix chief commercial officer, made the announcement: “We are excited to announce the expansion of our consumer goods group into the American market. We’ve partnered with best-in-class partners, including over 25 local sales experts, and backed by the exceptional operational support provided by the Englewood Marketing Group, we expect our technologies to be in the hands of consumers across the country in 2023.”
The expansion into the U.S. by Strix will include a number of products under its Aqua Optima brand, highlighting cost-effective water solutions, according to the company. The new Aurora by Aqua Optima is a countertop appliance that instantly filters water and reduces toxins, while pouring hot or boiled water, according to Strix. The system has seven temperature options depending on which style of tea, and its 5-step filtration process is designed to produce optimally clean water, according to Strix. The company also noted the Aurora is designed to reduce energy and water waste; the recyclable filters replace up to 4,000 single-use plastic bottles a year.
Strix officials said the company is planning a number of products under its Aqua Optima brand.
Strix’s roots date back to the 1950s developing temperature control flight suits for RAF pilots. Today, its technology is used in an estimated 70% of electric kettles used in the U.S., according to the company. Its range of heating and filtration technologies is efficient and eco-friendly, according to the company. Strix True Boil technology, for example, allows consumers to save money by filtering and heating only the water they need on demand, with accurate temperatures.
Consumer awareness of water contamination issues and the impact of single-use plastics continues to grow at a rapid rate. In line with these trends, the group is unveiling a range of Perfect Pour filtered water pitchers/dispensers, an SCAA-certified coffee/hot drinks machine and more water-filtering products.
“It’s the perfect combination of macro trends and award-winning technology,” said Justin Howard, director of Americas and Commercial Strategy for Strix. “As U.S. consumers continue adopting tea as a healthy alternative, their awareness of water contamination grows, and they acknowledge their impact on the environment. Throughout the year Strix will unveil new innovations that continue to offer water solutions and alternatives to single-use plastics. The company has been delivering water expertise for over 20 years to ensure that everyone can access faster and more sustainable ways to enjoy better, healthier water.”
