Dixons signs Gizzi Erskine to front Sandstrøm Kitchen Collection in Currys & PC World


Dixons Retail is launching the Sandstrøm Kitchen Collection range, fronted by chef and Sunday Times Cook, Gizzi Erskine, in a 12 month campaign that will involve above-the-line advertorials, PR & social media amplification. 

The Sandstrøm Kitchen Collection will be sold exclusively through the UK’s leading electrical retailers, Currys& PC World. 

The move continues Dixons Retail’s commitment to its own brand portfolio, boosting the Sandstrøm offer of bringing high-performance products to market and enabling home-owners to achieve a high-end design aesthetic at affordable prices. Gizzi Erskine is well-known for being the champion of the home cook, embodying the ethos of the Sandstrøm Kitchen Collection: to reclaim and reinvest in the family kitchen.

Alison van Veggel, head of Sandstrøm marketing, said: “We are very excited to launch the new Sandstrøm Kitchen Collection and to have Gizzi on board as she shares the same passion and enthusiasm we have for design and home cookery. Sandstrøm represents the simplicity of Scandi living and this range is no exception. The products have been manufactured to the highest specifications at competitive prices.”

Erskine said: “I’m a really passionate cook and a big believer that people need to be inspired in the kitchen. I love the Sandstrøm Kitchen Collection as I’m a big fan of Scandi design, but also their products give food fans an affordable way for people to cook like a pro at home.”

The first advertorials will feature in the next issues of IPC Media publications: Woman&Home, LivingEtc, House Beautiful and Ideal Home. 

The new Sandstrøm Kitchen Collection comes in white or black and consists of:

  • 4 ring gas burner hob (black) – £249.99
  • 5 ring gas burner hob (black) – £269.99
  • 4 ring gas burner (white) – £249.99
  • 5 ring gas burner hob (white) – £269.99
  • Electric oven (touch control or manual) – starting from £299.99 up to £449.99
  • Chimney cooker hood – starting from £329.99 up to £349.99
  • Splash backs (available in black and white) – starting from £39.99