Insider Media Limited

The chief executive of kitchenware manufacturer Aga Rangemaster has told Insider that one of the main aspects of its success is the ability to “do history better than most”. William McGrath, head of the Leamington Spa-based company, also said the brand was fully committed to its West Midlands headquarters, but was “naturally expanding” across the continent.

Aga Rangemaster revealed revenue growth of 6 per cent in its year-end results for 2010. The company, whose brands include Aga, Fired Earth and Falcon, also made an operating profit of £5.1m compared with a loss of £1.5m in 2009.

The heritage brand also experienced a rise in pre-tax profit for the year to 31 December 2010. Profit before tax was £19.9m, a steep rise on its 2009 result of £500,000.

McGrath said that the company had experienced a difficult time in 2008 and 2009, but had seen the market improve over the last couple of years.

“The next year will be about sustaining and building on the growth that we’ve picked up over the past year. We’re working on new product development – the next line of Aga Rangemasters could really be key to the brand’s future as a sustainable and economically friendly brand,” he said.

Discussing the company’s continued success over its 90-year history, McGrath said he thought the company had always excelled in its marketing initiatives and that it “does history better than most.”

“We are definitely helped by the fact that we’re based in the West Midlands – and we really like the fact that the region has such a deep manufacturing history,” he said. “We have a site in Shropshire, where the industrial revolution began, as well as the Leamington base. Our traditional brand really fits in these surroundings.”

McGrath also said that the company was committed to the West Midlands, but said it was increasingly selling its products into the continent.

“We are certainly seeing an increase in trade in France, Holland, Belgium and Italy. Our biggest growth market is definitely France – we have definitely filled a gap in the market. A few years ago, if you tried to spend €3,000 on a cooker, you just couldn’t do it – there was no opportunity. There really is a substantial natural progression in the country now. We have a manufacturing base near Paris, but have no plans to open anything further over there – the transport across the tunnel is excellent, so there’s no need.”

He added that the company had experienced an increase in its UK consumer base over the past two years.

“People are cost cutting and eating out less; they’re much more careful how they spend their money,” said McGrath. “We find that if people are spending more time at home, they want to invest in it – so they will make sure the kitchenware they purchase is of the best quality.”