Haden
Haden is a UK heritage kitchen and domestic appliance brand (operating under Sabichi Ltd) that designs, sources, and retails kettles, toasters, microwaves, air fryers, stand mixers, and large appliances across 14 coordinated design collections to UK consumers via its own e-commerce site and major retailers including Amazon, Argos, Currys, Asda, Robert Dyas, and Wayfair.
- Company typePrivate
- Founded1958
- HeadquartersPerivale, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Haden does
Haden is a UK-based kitchen and domestic appliance brand operating as a trading name of Sabichi Ltd, a private limited company headquartered in Perivale. Founded in 1958 and structured with 11-50 employees, the business designs, sources, and retails a broad portfolio of small and large kitchen appliances — including electric kettles, toasters, microwaves, air fryers, stand mixers, blenders, soup makers, ice cream and frozen-drink makers, washer dryers, ovens, hobs, and cooker hoods — organized into 14 named design collections (e.g., Jersey, Cotswold, Heritage, Salcombe, Sensor) defined by retro-inspired, regionally-named aesthetics and matching colorways.
Underlying technology is conventional kitchen-appliance engineering rather than proprietary platforms. Core functional features across the range include rapid boil elements, dry-boil and auto shut-off protection, 360° bases, temperature gauges, variable browning controls, and touch-screen interfaces in the premium Sensor Collection. No AI, connectivity, or proprietary software stack is disclosed; the technology stack is limited to standard consumer electronics with Shopify powering the DTC e-commerce site and Klarna, PayPal, Shop Pay, Apple Pay, and Google Pay integrated at checkout.
The business model is unit-priced B2C hardware sales distributed via a hybrid channel: direct-to-consumer e-commerce at haden.com plus third-party listings across Amazon UK, Argos, Asda (via the George home range), Currys, Robert Dyas, and Wayfair. Price points span roughly £8.50 (small accessories) to £469 (large cookers), with bundle pricing (£10-£15 savings) and gift cards (£10-£100) as ancillary levers. The company is UK-only — international delivery is not available — and ships exclusively within Great Britain with notable regional postcode exclusions across Northern Ireland, Scottish Highlands, and Channel Islands.
Haden firmographics
Firmographics- Name
- Haden
- Legal name
- Sabichi Ltd
- Website
- https://haden.com
- Company type
- Private
- Founded year
- 1958
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Haden is a UK heritage kitchen and domestic appliance brand (operating under Sabichi Ltd) that designs, sources, and retails kettles, toasters, microwaves, air fryers, stand mixers, and large appliances across 14 coordinated design collections to UK consumers via its own e-commerce site and major retailers including Amazon, Argos, Currys, Asda, Robert Dyas, and Wayfair.
- Ownership category
- akta.pro rank
Haden industry classification
Industry- Product category
- Kitchen Appliances
- NAICS
- Small Electrical Appliance Manufacturing (335210), Household Appliance Manufacturing (3352), Major Household Appliance Manufacturing (33522)
- SIC
- Household Appliances (3630), Electric Housewares & Fans (3634)
- akta.pro primary industry
- Kitchen Countertop Appliances Retail (CRACADAA)
- akta.pro secondary industries
- Kitchen & Cooking Major Appliance Retail (Ranges, Ovens, Cooktops, Microwaves) (CRACACAA), Cooking Appliances Retail (Air Fryers, Microwaves, Toasters) (CRACADAE), Food Prep Appliances Retail (Blenders, Mixers, Processors) (CRACADAD)
Keywords
Where Haden is headquartered
LocationHeadquarters
- HQ city
- Perivale
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Haden business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel
Revenue model
- Hardware Sales: Haden generates revenue primarily through one-time hardware sales of small kitchen appliances including kettles, toasters, microwaves, air fryers, food preparation appliances, cookware, and accessories. Products are sold at various price points from budget to premium, with bundling options offering savings.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level appliances and accessories |
| Unit Pricing | Pay-as-you-go | Mid-range kitchen appliances |
| Unit Pricing | Pay-as-you-go | Premium and large appliances |
| Unit Pricing | One time/ perpetual license | Gift cards |
| Unit Pricing | Pay-as-you-go | Bundle savings |
Go-to-market motion1 record
Distribution channels7 records
Marketing channels9 records
Haden product offering
Product offeringCore offering
Haden manufactures and retails a broad range of small and large kitchen appliances for UK households, including electric kettles, toasters, microwaves, air fryers, food preparation appliances (stand mixers, blenders, soup makers, slow cookers, juicers), cookware, kitchen accessories, and large domestic appliances such as washer dryers, ovens, hobs, and cookers. The portfolio is organised into design-led collections (Jersey, Heritage, Cotswold, Devon, Sensor, etc.) that allow customers to coordinate matching kitchen sets, sold direct-to-consumer online and through major UK retail stockists.
Product overview
Haden is a UK-based kitchen and domestic appliances brand owned by Sabichi Ltd, offering a comprehensive portfolio of small and large kitchen appliances. The product range centers on core small appliances including electric kettles, toasters, microwaves, air fryers, food preparation appliances (stand mixers, blenders, food processors, juicers, soup makers, slow cookers), bladeless fans, grills, and sandwich makers. Large domestic appliances include washer dryers, built-in ovens, gas and ceramic hobs, cooker hoods, and electric/gas cookers. The portfolio is organized into multiple design collections (Jersey, Heritage, Cotswold, Highclere, Dorchester, Salcombe, Devon, Stoke, Iver, Starbeck, Richmond, Whitby, Bristol) plus a Sensor smart collection with touch-screen technology. Bundled product packages combining matching kettle-toaster-microwave sets offer coordinated kitchen solutions. Additional offerings include cookware (saucepans, frying pans, steamers), kitchen accessories, drinkware, and gift cards. The company operates an e-commerce platform powered by Shopify with payment integrations including Klarna, PayPal, and Shop Pay.
Differentiator
Problem solved
Functional benefit
Products and services
- Electric Kettles Range of electric kettles in capacities from 1.5L to 1.7L across multiple design collections, featuring rapid boil technology, temperature gauges, water level windows, and 360° bases. Targeted at UK households seeking stylish, coordinated small kitchen appliances.
- Toasters Range of 2-slice and 4-slice toasters across multiple design collections, with variable browning control, extra-wide slots, cancel/reheat/defrost functions, and removable crumb trays. Designed for UK households.
- Microwaves Collection of microwaves ranging from 17L to 25L capacity, including digital, retro, and air fryer microwave combo models in stainless steel, black, white, grey, cream, and colour-matched finishes. For UK household cooking and reheating needs.
- Air Fryers Air fryer collection including dual basket models (9.5L, 12L), single basket (2.5L to 6.5L), and air fryer microwave combination ovens (20L, 25L) offering healthier cooking with little to no oil. Targeted at UK households.
Quantifiable outcome
- 2-year warranty on all products
Companies that use Haden
Customer profileSegments2 records
Ideal customer profiles2 records
Haden technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature5 records
Haden partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Amazon UKcoreOfficial Haden Amazon store presence, enabling product distribution through one of the UK's largest online marketplaces with broad consumer reach.
- ArgoscoreMajor UK general merchandise retailer with extensive physical store network and online platform, providing significant retail presence for Haden products.
- AsdaminorUK supermarket chain offering Haden products through the George home range, providing access to mass-market consumers.
- CurryscoreLeading UK electrical goods retailer with specialist knowledge in appliances, enabling Haden to reach consumers actively shopping for kitchen appliances.
- Robert DyasminorUK hardware and household goods retailer with both physical stores and online presence, serving consumers seeking quality home products.
- WayfairminorOnline home goods marketplace with focus on furniture and home décor, providing exposure to consumers interested in coordinated home aesthetics.
- KlarnaminorPartnership with Klarna provides flexible payment options at checkout including Pay in 30 days and Pay in 3 interest-free instalments, making Haden products more accessible to price-conscious consumers.
- ShopifycoreE-commerce platform powering the haden.com online store, providing the technical infrastructure for direct-to-consumer sales.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Haden competitors and assessment
Company assessmentDirect peers
- Dualit: British heritage kitchen appliance brand best known for premium toasters and kettles. Overlaps with Haden on core categories, UK heritage positioning, and design-led differentiator, though Dualit operates at a higher premium price tier.
- Tower Housewares: UK value-to-mid-tier small appliance brand offering kettles, toasters, air fryers, slow cookers, and food preparation across similar UK retail channels. Direct competitor on price and product breadth for budget-conscious UK consumers.
- Smeg: Italian premium retro-styled appliance brand offering kettles, toasters, and small kitchen appliances with 1950s-inspired aesthetics that closely mirror Haden's Heritage/Jersey design language. Competes at a higher price point but in the same design-conscious consumer segment.
- Swan: UK retro-styled small kitchen appliance brand with strong aesthetic overlap to Haden's named collections (Heritage, Jersey, Cotswold styling). Competes head-to-head on design-led kettles, toasters, and microwaves at comparable prices.
- Morphy Richards: UK heritage small appliance brand competing in kettles, toasters, microwaves, and food preparation with comparable price points and channel mix. Operates with similar design-led positioning and is a direct shelf competitor at Argos, Currys, and Amazon UK.
- Russell Hobbs: One of the UK's most recognisable small kitchen appliance brands, offering kettles, toasters, microwaves, air fryers, and food prep at similar mass-market price points. Direct competitor across virtually every Haden core category with established UK retail relationships.
Broad incumbents
- Beko: Major UK large and small domestic appliance manufacturer with established presence at Currys, Argos, and Amazon UK. Direct overlap with Haden's domestic appliance range (ovens, hobs, cookers) and competes on price across the broader kitchen appliance category.
- KitchenAid: Premium global stand mixer and small appliance brand owned by Whirlpool. Directly competes with Haden's new stand mixer line and offers premium-tier kettles and toasters appealing to the same design-conscious UK consumer.
- Breville (including Sage): Global premium small appliance leader (Sage brand in UK) with strong positions in kettles, toasters, air fryers, and stand mixers. Operates across a much wider portfolio and premium price band than Haden but competes for the same kitchen appliance share-of-wallet.
- Bosch Home (BSH): Global premium appliance manufacturer with deep UK distribution at Currys and independent retailers. Competes with Haden on built-in ovens, hobs, washer dryers, and increasingly in the premium small appliance segment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Haden social profiles
Digital presenceHaden financial estimates
Financial estimateRevenue estimate
Valuation estimate
Haden leadership team
Management profileNumber of profiles
Haden funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Haden M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Haden
What does Haden do?
Haden manufactures and retails a broad range of small and large kitchen appliances for UK households, including electric kettles, toasters, microwaves, air fryers, food preparation appliances (stand mixers, blenders, soup makers, slow cookers, juicers), cookware, kitchen accessories, and large domestic appliances such as washer dryers, ovens, hobs, and cookers. The portfolio is organised into design-led collections (Jersey, Heritage, Cotswold, Devon, Sensor, etc.) that allow customers to coordinate matching kitchen sets, sold direct-to-consumer online and through major UK retail stockists.
Is Haden a public or private company?
Haden is a private company. It is classified as corporate owned and is currently operating.
When was Haden founded?
Haden was founded in 1958. It employs 11 to 50 people.
Where is Haden based?
Haden is headquartered in Perivale, United Kingdom, in the Europe region.
How does Haden make money?
One revenue line is on record: hardware Sales.
Who are Haden's main competitors?
Direct peers on record are Dualit, Tower Housewares, Smeg, Swan, Morphy Richards and Russell Hobbs. Broad incumbents are Beko, KitchenAid, Breville (including Sage) and Bosch Home (BSH).
Does Haden have an API?
No public API is recorded for Haden.
What industry is Haden in?
Haden's product category is Kitchen Appliances. Its primary akta.pro industry code is CRACADAA, Kitchen Countertop Appliances Retail, with a secondary code of CRACACAA, Kitchen & Cooking Major Appliance Retail (Ranges, Ovens, Cooktops, Microwaves). Its NAICS code is 335210 and its SIC code is 3630.