Appliances Online rebrands as and expands beyond white goods sector

New brand identity and expanded range

New brand identity and expanded range

The UK’s largest online white goods specialist, Appliances Online, has rebranded as

The online retailer, which was named Best Pure Play Etailer in the 2013 Paypal Etail Awards and delivers around 20,000 appliances every week, has revealed the new name, logo, brand identity and a TV advertising campaign as it embarks on a new national marketing campaign – it’s biggest to date.

CEO, John Roberts, said the new name is shorter and easier for consumers to remember when they are buying or researching white goods and appliances: “Our ambition is to take the Appliances Online business beyond the white goods category and offers us a snappier, shorter name that not only resonates with the consumer but also works well across all of our platforms and potential categories.

“This new brand identity truly reflects the ethos of our business, and the fact that it is our people that have made us a success with their unwavering commitment to delivering great customer service. The new name ‘’ and the refreshed brand identity with the smiling face marque demonstrate this commitment to the customer and emulate all that is good about the business.  We are facing the future with a confident, charismatic, iconic and fun brand. We couldn’t be in better shape. 

New product categories now available from include vacuums and floor cleaners, coffee machines, mixers and foodprocessors, small electricals and microwaves.

The national TV campaign, running across daytime and peak time slots, comprises two executions in which the viewer is introduced to the joyously obsessive world of, where the staff and company are devoted to happiness and amazing customer service.

The first execution, ‘joyous obsession’, features Barry, an employee who is obsessed with white goods. It ends with him unveiling a new washing machine to an adoring hoard of workers.  ‘Dave’s first day’, the second execution, follows a new employee on his introduction to the company where he learns about the company’s everyday mate’s rates and next day delivery offer. Both ads are accompanied by the Ramones’ Blitzkrieg Bop and are running across ITV, Sky and Channel 4 and Channel 5 throughout August and September 2013.

Established in 2000, is the UK’s largest online appliance specialist. Today the brand delivers around 20,000 appliances every week, with customers able to order products any time before 10pm, seven days a week for next day delivery. The user-friendly website provides impartial advice on each and every product it features, and guarantees to either price or product-match any appliance, ensuring’s customers have absolute confidence when making a purchase.  

The new brand identity was developed by 10 Associates, BMB has developed the advertising work and Mediacom has delivered media buying support.