Sunbeam, an expert in ironing for over 85 years, yesterday launched its most ground breaking collection of irons to date, the Verve range, set to hit the shelves April 15.

Now ten years on from the launch of Ultura, the market leading range of irons released in 1999, the Verve irons are not an upgrade, but a new design from the ground up, which according to Sunbeam CEO, David Jackson, involved a significant investment in both design and engineering.

“It’s been over 10 years since we’ve had a launch of this magnitude and it is extremely important for us as market leader,” Sunbeam marketing manager of Irons, Danielle Thompson explained to www.connectedaustralia.com.

“We have invested heavily in the research and engineering of the range and will be supporting the launch with an extensive advertising and promotional campaign, including partnering with well known Australian Fashion Designer, Camilla Franks,” she added.

The range is aimed at a target market of 25-45, leveraged by the iconic designer Camilla Franks who is the face of the Verve campaign. The launch was held at the Camilla Franks beach house store in Bondi, complimented by wine, finger food and countless colourful kaftans.

The partnership between Sunbeam and Franks, aims to promote the idea of investing in fashion. Jackson said the range will be supported by a significant range of advertisements and promotional activities.  

Full ‘steam’ ahead

At the core of the new product, is the revolutionary ‘Extreme Steam Shot’ technology; a powerful high-pressure shot of steam, comparable to that of a steam station.

“This impressive shot of steam easily removes creases from everyday garments such as heavy denims, yet is gentle enough to steam the most delicate fabrics, without direct contact with the garment,” explains Thompson.

The range includes a range of three soleplate surfaces designed for different usage. The Verve 62 and Verve 65 feature an easy clean Teflon Platinum Pro soleplate, while the Verve 66 features durable stainless steel, both of which include Sunbeam scratch-resilient, Resilium finish.

In addition to the safety auto-off feature, the range comes in four colours; turquoise, jade, royal purple and gold. For those on a budget, the new Pro Steam range will be introduced to stores in May, available in watermelon with a Teflon non-stick plate, or lime green with a polished aluminium plate.

A few design details

www.connectedaustralia.com spoke with Sunbeam design manager, Mark Thomas who provided some insight on the creation of the new range.

Thomas said behind the design came the consideration of how the product would look in a point of sale and on shelves, the impression the design will give to the customer, manufacturing and ergonomics. After heavy research the Verve was formed. 

“We wanted to achieve better performance, but also incorporate the steam elements and somehow integrate that into the actual design,” Thomas said.

Thomas continued to say the brand included a fluid form, representative of steam into the design and hoped to create a product that stood out.

 “Research has shown us that a lot of consumers view Sunbeam as a traditional brand, which is why we wanted to be innovative and incorporate fashion orientation and bright colours into the design,” Thomas added.