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About Us

For over 80 years, Morphy Richards has been a pioneer in household appliances in Europe, both in terms of latest designs as well as technology. No wonder then, that over 90% of British homes use Morphy Richards products for chores ranging from hair drying to bread making.

Every year, over a whopping 5 million units of Morphy Richards products are sold causing the turnover of the brand to exceed US $200 million.

The wide range of home appliances and personal care products offer an equally wide range of features, some of which will be available to the Indian consumer for the very first time! The brand's mission is to add convenience and elegance to the modern home, and this drives us in all we do. Every modern household with ever expanding demands, deserves Morphy Richards household appliances that make things possible in a flash.

It gives us immense pleasure to finally introduce this convenience into your homes.

Parentage:

Morphy Richards is a part of the 1.3 billion dollar Glen Dimplex Goup, a leading worldwide manufacturer of electric heating and domestic appliances having strong presence in UK, Europe, America, Canada and Middle East.. Glen Dimpex is committed to the highest standards of quality and efficiency, building strong, vibrant and effective businesses. It owns major brands in various categories namely Morphy Richards, EIO Morphy Richards, Dimplex, Aqua Vac, Belling EWT, Goblin, Electromode, Faber, AKO, Glen, Stoves, New World & Riedel.

Marketing and service:

Morphy Richards is being marketed and serviced in India by Bajaj Electricals Limited., India's leading appliances company. Thereby offering the Indian customer a two-fold benefit of international quality products and trusted service.

It was in 1935 that appliances such as irons, toasters and fires first made their way into people's homes. However, these were luxury items, so the time was right to offer well designed electrical goods that fell within the average housewife's budget.

Seeing this opportunity, Donal Morphy teamed up with Charles Richards. The pair had worked together at an electric fire company, Morphy as an engineer and Richards as a salesman. But on 8th July 1936, they registered their new enterprises as a private company manufacturing and dealing in electrical, gas, radio and television equipment.

The BeginningA Running Start

1930

It was in 1935 that appliances such as irons, toasters and fires first made their way into people's homes. However, these were luxury items, so the time was right to offer well designed electrical goods that fell within the average housewife's budget.

Seeing this opportunity, Donal Morphy teamed up with Charles Richards. The pair had worked together at an electric fire company, Morphy as an engineer and Richards as a salesman. But on 8th July 1936, they registered their new enterprises as a private company manufacturing and dealing in electrical, gas, radio and television equipment.

The philosophy of the new company has changed little since that time. They set out to produce affordable, modern appliances for the mass market. Even the two-year guarantee is still a fundamental feature of every product that bears the Morphy Richards name. It was in 1935 that appliances such as irons, toasters and fires first made their way into people's homes. However, these were luxury items, so the time was right to offer well designed electrical goods that fell within the average housewife's budget.

A Running Start

Seeing this opportunity, Donal Morphy teamed up with Charles Richards. The pair had worked together at an electric fire company, Morphy as an engineer and Richards as a salesman. But on 8th July 1936, they registered their new enterprises as a private company manufacturing and dealing in electrical, gas, radio and television equipment.

The philosophy of the new company has changed little since that time. They set out to produce affordable, modern appliances for the mass market. Even the two-year guarantee is still a fundamental feature of every product that bears the Morphy Richards name

A Time Of ChangeThe Innovation Continues

1940

A Time Of Change

During the Second World War, Morphy Richards came under government contract to produce aircraft components. After this, the company began a programme of expansion into other areas and new products.

It was launched as a public company in 1947 and has soon merged with Astral, a Dundee-based firm that manufactured and sold spin dryers and refrigerators.

The Innovation Continues

A move into bigger appliances didn't mean that Morphy Richards was losing interest in portable products. 1949 saw the advent of the UK's first automatic toaster, with a 1,200 watt element for quick toasting and an adjustable switch for different levels of browning.

As modern as ever, the toaster used a bi-metallic strip, previously found only in irons. And although this luxury unit cost ?4 4s, it was finished in chromium plate and black mouldings. This look has since become a classic and can still be found on today's toasters and kettles

Full Steam AheadThe Biggest Range Yet Big Business,New Premises

1950

Full Steam Ahead

During the Second World War, Morphy Richards came under government contract to produce aircraft components. After this, the company began a programme of expansion into other areas and new products.

It was launched as a public company in 1947 and has soon merged with Astral, a Dundee-based firm that manufactured and sold spin dryers and refrigerators.

A move into bigger appliances didn't mean that Morphy Richards was losing interest in portable products. 1949 saw the advent of the UK's first automatic toaster, with a 1,200 watt element for quick toasting and an adjustable switch for different levels of browning.

As modern as ever, the toaster used a bi-metallic strip, previously found only in irons. And although this luxury unit cost ?4 4s, it was finished in chromium plate and black mouldings. This look has since become a classic and can still be found on today's toasters and kettles.

The Biggest Range Yet

While they continued to develop the iron, Morphy Richards led the way with a host of new products. It produced its first hairdryer in 1953 and six years later claimed a 90% share of the market. The company also developed their first food mixers, Sheerline convectors, electric shavers, door chimes and foot operated rotary ironers around this time, as well as becoming the UK's leading supplier of electric blankets by 1957.

All these products were distributed in the UK exclusively via wholesalers, while 40% of production was exported to 95 countries. Subsidiaries were established in Canada, Australia and South Africa; with some production moving overseas as well.

Such massive expansion was surely aided by Charles Richards' commitment to undercutting the competition. In fact, "a Richards price" became wholesalers' shorthand for the cheapest deal around.

Big Business, New Premises

The company's export record earned them a building permit for the site opposite the St Mary Cray plant and this led to the 1952 opening of the 80,000 sq ft East factory.

By identifying a need and responding to it with quality, Morphy Richards had become an unqualified success. In 1957, their 21st year, output had risen to 3,250,000 appliances, from just 20,000 in 1936. And, along with new premises, the number of staff had risen t 2,400. Profits exceeded ?500,000 and the 10 millionth iron was celebrated with a special 22 carat gold plated edition.

Management Changes... and Brand New Ranges All Change Again

1960

Management Changes

By the end of the 1950's a rift had begun to appear between Donal Morphy and Charles Richards. Morphy was reluctant to expand at such a vaste rate, whereas Richards felt frustrated by the lack of new products. In the end, Morphy sold his shares to EMI in 1960, prompting a take-over. Charles Richards joined GEC, heading their domestic appliance business in 1963.

New Managing Director Willis Roxburgh decided to place more emphasis on large domestic appliances, and in 1961 a second factory was opened in Dundee. This specialised in refrigerators, including the latest compressor models.

Meanwhile, the Morphy Richards Asreak refrigerator factory became the largest domestic appliances factory in Scotland

...and Brand New Ranges

Even though Morphy Richards was no longer run by the men who gave their names to it, the spirit of innovation was still very much present. The company's Silver Jubilee was celebrated with a host of new products, including a cylinder vacuum cleaner, Solway coal effect and Derwent radiant electric fires and a 6.8 cu ft compressor refrigerator.

Regional exhibitions launched more new designs. In 1962, we were given the Astral washing machine, capable of taking on 11lb load, Bliss electric blankets and compact fan heaters that had the same speed and volume of air circulation as larger models, but with a 6" fan.

Of course, Morphy Richards' irons were as advanced as ever. The '60's saw a push-button steam or dry iron, the polished chromium soleplate of the Super Steam, and the Atlantic 1,000 lightweight dry iron with a satin finished soleplate.

In fact, by the time the 20 millionth iron was produced in 1964, the St Mary Cray factory was producing 1,000 irons an hour, as opposed to 1,000 a week in 1938.

All Change Again

Such productivity was bound to attract the attention of larger companies and it wasn't long before further management changes came along. In 1966, Morphy Richards was integrated into British Domestic Appliances. BDA was formed when AEI Hotpoint and EMI amalgamated their domestic appliance business to become the second largest UK company in the sector.

This led to greater product opportunities with a trading agreement with Robert Krups of Solingen. The two companies agreed to market each other's goods and, as a result, Morphy Richards launched a food mixer, coffee perculator and coffee mill alongside seven new products of its own.

This new era was marred, however, by the closure of the original St Mary Cray site in 1970. Upon joining the BDA group, production of domestic appliances was moved to the Swinton Works at Mexborough, South Yorkshire.

In Every Home in the CountryFrom High Profits to Short Weeks

1970

In Every Home in the Country

By 1972 BDA (incorporating Hotpoint, English Electric, GEC and Morphy Richards) had become the biggest manufacturer of electrical appliances in the UK. A turnover of ?50 million a year was generated by 10,700 employees. And 45 million products were in homes across Britain, around two per household.

Two years later, the group became even bigger after merging with the Schreiber Furniture Organisation. However, the companies operated separately and in 1975, BDA changed its name to Hotpoint. (Although portable appliances were still marketed under the Morphy Richards banner).

From High Profits to Short Weeks

In 1974, this seemingly unassailable conglomerate came under threat. The introduction of a second rate of VAT on luxury goods, including electrical items, saw demand slump dramatically. Hours were cut at the Swinton factory from late 1975 and about half the workforce lost their jobs in spring 1976.

Morphy Richards' new entrepreneur owner, Chlam Schreiber, treated the remaining staff to his unique management style. This included a wedding present scheme, a cut-price nursery and profit sharing. A staff suggestion scheme to help reduce costs or improve production generated cash prizes, including a ?3,000 Ford Fiesta.

However, as Morphy Richards entered the '80's, job cuts and short-time working continued. It was up to another company to step in and fill the breach.

Back in Style
The Recovery ContinuesA New Dawn with Glen Dimplex
Smooth Style and Solid Sales

1980

Back in Style

In April 1982, Morphy Richards was sold for ?5 million to Capital for Industry. CFI was a holding company owned by the Throgmorton Trust and decided to market Morphy Richards alongside Carmen, another of its acquisitions. And, despite recent hardships, the two companies managed a combined turnover of ?30 million.

By 1983, joint brochures for Morphy Richards and Carmen showed a new awareness of contemporary style. Terracotta coloured irons formed the budget range, while the 'Continental' range was styled in white with brown handles and orange control buttons. Travel models came in fabric pouches, while toasters came in Wheatfield and Springfield patterns.

Innovation was back at the forefront, too. The company marketed radio cassettes and portable TVs, as well as the 'Snack Bar', which offered " a whole lot more than your average sandwich toaster".

The Recovery Continues

The resurgence in style was matched by an upgrading of Morphy Richards’ production facilities. ?5 million was pumped into the Mexborough plant and the workforce was increased to over 400, with 200 seasonal workers.

The renewed expansion continued with the creation of an international division in September 1983.

A New Dawn with Glen Dimplex

In 1985, further recovery came after another take-over, Glen Dimplex, founded and run by Martin Naughton, had been operating since 1973. By 1987, they had a workforce of 5,000 and boasted an annual turnover of ?300 million. Morphy Richards found itself alongside Glen Electric, Dimplex, Hamilton Beach, Burco Maxol, Blanella, Chilton and others.

If there was anyone ideally suited to take charge of Morphy Richards it was Glen Dimplex. A leading worldwide manufacturer of electric heating and small domestic appliances, that work to the highest standards of quality, safety, efficiency and design. Inevitably, this combination of modern technology and fresh thinking was to take Morphy Richards into a new dimension.

The Irish group continued with the existing redevelopment scheme, while their designers set about upgrading the product range. And in 1986, brand new offices and production facilities were formally opened by HRH the Duchess of Kent.

The Widest Range EverThe Style for Today & Tomorrow

1990

The Style for Today & Tomorrow

Innovation followed innovation throughout the ‘90s. Now you’ll find the Morphy Richards name on irons, kettles, sandwich toasters, coffee makers, deep fryers, trouser presses, heated trays and cookware. All of the items on this list are among the most advanced on the market.

1992 saw the launch of cool bodied toasters in one, two or four slot designs. Filtermaster kettles hit the shops the following year; their nylon filters stopped limescale particles from pouring out. And, in 1993, Morphy Richards made cleaning deep fryers easier when they released a model with a removable tank, creating a brand new sector within the market.

The Style for Today & Tomorrow

As ever, the Morphy Richards look is as compelling as the design. In the ‘90s, they found success with a classic, yet revolutionary dark green livery on toasters, kettles and cookware. The company capitalised on this with blue, burgundy and yellow ranges.

With fashions changing faster than ever, Morphy Richards have kept ahead of the game during the late ‘90s with a second coloured product line, curvy kettles, conical kettles and Coolstyle toasters in pastel and bold colours such as lime green and cornflower blue. Meanwhile, the latest Conical kettle and Tokyo cookware range include mix and match elements of colour within the products.

The company has also pushed the boundaries when it comes to materials and finishes, including translucent finishes on kettle and iron water tanks. More than ever, customers are being encouraged to buy more desirable items, rather than just replace broken appliances.

Recent years have also seen a revival of classic looks; you can find pastel or chromium toasters and kettles that would look both alien and familiar to Donal Morphy and Charles Richards when they started the company in 1936.

The Flood
Customer Service Center ImprovementGlen Dimplex Hong Kong
The Future

2000

The Flood

In November 2000, following heavy rainfall affecting most of the country, the Mexborough site was flooded to a depth of two feet. Heroic efforts by all employees enable the business to run with minimum disruption. In reality it took several months for the buildings and infrastructure to return to normal..

Customer Service Center Improvement

The Customer Service Centre was also destroyed and the opportunity was taken to completely re-build it incorporating new communications technology. The helpline was part of a strategy to provide new levels of customer support for Morphy Richards, Belling and Goblin as well as other group companies.

Glen Dimplex Hong Kong

An office in Hong Kong was opened in 2000 to provide a platform for product sourcing, quality, product development and administration, further improving the efficiency of the operation.

The Future

Morphy Richards are actively facing the challenge of a changing market place, constantly aware of the need to find innovative ways of meeting consumer needs as well as adapting to new methods of retail distribution. Currently more households in the UK have a Morphy Richards product than any other small appliance brand – Morphy Richards efforts are dedicated to a future where this will continue to be the rule.