BELLING CELEBRATES 100 YEARS
Happy 100th Birthday Belling
Much loved cooking brand to celebrate its centenary in 2012
This year leading cooking appliance brand, Belling will celebrate its 100th birthday with a 12 month programme of activity to take place throughout 2012.
Founded in 1912 by Charles Reginald Belling with capital of just £150, a shed in Enfield and a young assistant, Belling has become one of the UK’s best loved appliance brands, with a multi-million pound turnover, worldwide exports and more than 1000 employees in the UK.
The brand’s rich 100 year history has seen it launch a number of world and UK cooking and heating firsts, developing products and technologies decades ago that still are important to Britain today. These innovations include the first all enamelled cooker, the first domestic fan oven, the first slot-in cooker, the first range cooker and, more recently, the world’s first induction cooker.
- Belling revolutionised electric fire design with the creation of the Firebar in 1912 and was soon supporting the war effort by producing heating equipment for submarines. The brand’s first complete domestic cooker was launched in 1919.
- The 1920s saw quick expansion, with a move to the 24,000 sq ft site at Bridge Works in Enfield and the launch of the legendary Baby Belling.
- In 1931 Belling launched the first 100 per cent enamelled cooker onto the market, unveiled the new and improved No.40 Baby Belling Cooker and became the first manufacturer to introduce glass doors to its ovens.
- Belling played a vital role in the war effort of the second world war, abandoning cooker production temporarily to produce rifle grenades, incendiary bomb snuffers and multiple rocket guns.
- Soaring sales persuaded the company to purchase a new 30 acre site in Burnley in 1955. The new site was used solely for the production of all fires, allowing the Enfield factory to concentrate on the production of electric cookers of all shapes and sizes.
- By the time of the company’s Golden Jubilee in 1962 Belling & Co owned 70 acres of freehold property with more than a million square feet of production space and was manufacturing one heater or cooker every six seconds. In 1962 the Belling ‘Forty-seven’ was Britain’s most popular cooker.
- Despite the difficult trading conditions and the obvious restrictions of a three day week, Belling continued to innovate, unveiling the cooking sector’s most important launch of the decade at the Electricity Council’s Electric Living Exhibition – the first domestic fan oven - the ‘Classic Double Extra’
- For Belling, the 1980s started with a bang with yet another UK first in the form of the first slot-in cooker – the Belling Format 600X Cook Centre. It was the first cooker to fit flush with kitchen cupboards.
- Belling was purchased by Glen Dimplex Group in 1992 and launched a product which would give home cooks a viable alternative to the Aga, without the heating provision or the need to change the way they cooked. The resulting Belling Farmhouse was the forerunner of every range cooker available today.
- Belling commited to returning production of its cooking appliances back to the UK and launched some induction UK and world firsts, in the form of the FSE60i, first freestanding double oven with induction hob and the BI60i Eco Induction oven, the first built-in oven to use induction within the cavity.
As part of the 100 year celebrations, Belling will unveil the Centenary Collection - a suite of specially designed products, plus a calendar of events for retailers, customers and employees. With the help of Belling employees and Facebook fans a Charity of the Year will also be selected, to be supported by 12 months of fundraising activity.
To commemorate its centenary, Belling has developed a special badge that will be used throughout the year on a dedicated trade advertising campaign, point of sale materials and products. A new brochure and website will be unveiled and a limited edition Belling history book will also be produced that will chart the formation of the brand through to the present day.
Denver Hewlett, Chief Executive of Belling, said: “We are extremely proud of our heritage and all that the brand has achieved, so we intend 2012 to be a year of celebration that engages people with our history and rewards our customers and employees for all they have done to make Belling a great British brand.”
You can find out more at http://www.belling.co.uk