OPTI-MYST BUCKS TREND WITH SALES THROUGH THE ROOF
The new award-winning Dimplex Opti-mystTM electric fire is bucking the economic trend with record sales, driven by a revolutionary flame effect so realistic, customers can’t believe the flame effect really is electric - someone even called the fire brigade thinking a stove had actually caught fire.
Chris Stammers, marketing manager, Dimplex fires, says: “We always knew we had a winner on our hands, but even we can’t believe the response. Out in the field we’ve had astounding reports from retailers who have Opti-myst window displays, with concerned shoppers coming into the store to raise the alarm that the fire was really alight because the flame effect is so realistic, and one passer-by even called the fire brigade. Some retailers have now put ‘safety’ notices up advising shoppers the fire’s not real!
“We’ve also never experienced such positive and direct feedback from the Opti-myst national consumer advertising, which is amazing considering the current economic climate. People are going in to shops, clutching the weekend newspaper magazine ads in their hands asking to see the new fires.
“Many potential customers have also visited our website to get a view of the Opti-myst flame effect, or seen the video on YouTube, and many retailers are using the launch DVD in store – we’ve even had retailers who took orders from consumers seeing the DVD alone, long before the product was even available.”
Chris continues: “The consumer demand means more and more retailers are clamouring for showroom displays, as consumers have read about Opti-myst following our comprehensive PR campaign but want to see it in action before they buy – we’ve never seen anything like it.”
The Opti-myst flame effect won both the Appliance of the Year category and Product of the Year awards at the Hearth & Home show in June 2008.
A record breaking number of Opti-myst fires was originally ordered to meet the immediate demand following the show, demonstrating both distributors’ and retailers’ belief in the new electric fires. But demand has continued to outstrip supply. Chris adds: “It’s always nail biting launching a new fire and you tend to be cautious but after the unprecedented response at Hearth & Home we over-ordered to meet the stunning response from retailers and we’re still chasing to catch up as demand continues to outstrip supply.”
The Opti-myst electric flame effect, which is featured in four fires, has realistic flickering flames and swirling smoke created by a patented water atomising system. The fuel effect can be seen across a 180° viewing angle and consumers can choose from gently smouldering embers to a roaring fire. The glowing logs and shimmering ash bed are lit by long life LEDs.
The four fires featuring Opti-myst are the traditional Cadogan and contemporary Cassington freestanding stoves, and the brass finish Cavendish and titanium effect Chesford inset models.
The Opti-myst fires can be lit with the flame and smoke effect only, or with heat which is available via a concealed fan heater that delivers 1kW or 2kW thermostatically controlled warmth. The Opti-myst has almost silent operation, is virtually maintenance free and comes with a remote control for ease of operation.
Dimplex Tel: 01489 773336 Fax: 01489 773061
email: marketing@dimplex.co.uk or www.dimplex.co.uk
