London-based household appliance maker Morphy Richards has launched its products in the South Korean market, hoping to create a niche market in the country that is dominated by global electronics giants Samsung Electronics and LG Electronics.

The company on Thursday held a brand launching event in Korea, announcing its inroad into the country for the first time.

Founded in 1936, Morphy Richards is one of the major small electronic appliances providers in the U.K. The brand’s distributor M&S Solution that sells its electric kettles, toasters, irons and vacuum cleaners at online shopping mall (morphy.bccmall.co.kr) said it will expand the distribution channel to Korean department stores, electronics stores and TV home shopping.

The company will introduce electric kettles and toasters in models - Evoke Special, Aspect Scandi and Dimensions. Its iron products accounting for 15 percent in the entire British iron market are equipped with Intelli Temp feature that prevents overheating and Steam Generator, a detachable water tank.

Korean consumers will also meet its vacuum cleaner named Supervac Deluxe that has a back saver option that enables users to easily vacuum beneath furniture. An official from Morphy Richards said the British appliance maker will work hard to win the hearts of Korean consumers with its outstanding technology and brand popularity built over more than 80 years.

By Ahn Byung-joon and Choi Mira

[ⓒ Pulse by Maeil Business Newspaper & mk.co.kr, All rights reserved]