Champions of Design – Dualit
17th January
How many toasters do you go through before you buy a Dualit? In a disposable world, it represents something reassuringly durable. The industrial look, the lever-load mechanism and the whirring mechanical timer all give you the feeling that it is built to last.
This is the first lesson that Dualit teaches us: that a hefty and mechanical design can convince us on quality. As appliances go, the toaster is certainly at the more basic end of the spectrum, and Dualit celebrates that. Its uncomplicated but robust design is the basis upon which our trust is built.
Seeing the toasters working tirelessly in cafés only confirms our belief in the brand. The visible screws also make you think that, should it break, you could take it apart, tinker around a bit and get it going again.
Dualit also provides a textbook example of how to achieve the classic retro look. Curved shoulders, stainless steel and simple dials speak the design language of a different time – it would be completely at home in a 1950’s American roadside diner. The broader portfolio has built upon this style and, as a true design leader, Dualit has paved the way to make the retro-robust look commonplace in stylish kitchen gadgets.
Lastly, Dualit demonstrates that original design can support a significant price premium, even in the long term. It offers substance as a style statement, and we will willingly pay more when we know that other toasters will burn out, while a Dualit will keep ticking.
By James Joice, Client Director, jkr
4 Comments
alex benady
January 17, 2012 10:50 am
Yes it’s true that Dualit looks more robust than its rivals. And it’s also true that the world needs appliances that do their basic job well and last forever. Unfortunately that is not true in my experience of Dualit. Lured by the robust design cues I bought one of their very expensive toasters a few years ago. After a year the filament went. The design was so fiddly that even a friendly handyman couldn’t replace it. Dualit could offer me no advice or assistance at all. My very expensive toaster is now languishing in the back of a cupboard. I conclude that Dualit’s robust industrial design is all curtains and no breakfast. Or no toast. And no trust.
James Joice
January 17, 2012 11:57 am
I’m really sorry to hear that Alex and can only hope that your experience is the exception rather than the rule. I found their customer service was great when I did have a problem – I basically bought a blender on the back of loving the toaster and then managed to break the glass jug. I called them and they sent me a replacement without charge. Seven years on it’s still blending a treat. It sounds like you’re due a replacement too.
Nik
January 17, 2012 12:00 pm
I’m a big fan, & have the kettle & toaster. Now that radio looks rather nice… but funnily enough is the odd one out as it isn’t associated with preparing food or drink.
Jovan
January 17, 2012 4:00 pm
I love the radio too. I’d happily sing along to it while blending a smoothie!
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