British small appliance manufacturer, Dualit, has reported a significant surge in Classic Toaster sales following the brand’s feature on BBC One series, Inside the Factory.
During the week the programme aired (7 – 13 January 2025), Dualit reported a 189% year-on-year increase in sales for its Classic Toasters compared to the same period in 2024. This demonstrates a significant uplift in consumer interest, with the week-on-week sales (before vs. after the show) also seeing a 75% rise in demand.
The feature on Inside the Factory, which explored the craftsmanship and heritage of Dualit’s Classic Toaster production in West Sussex, sparked widespread consumer interest. Google searches for ‘Dualit Toaster’ surged during and after the programme, peaking at nearly 400% above average levels on the day of broadcast and the highest peak of searches for five years of Google Trends data.
This unprecedented exposure has highlighted British engineering, design excellence and sustainable living.
Dualit’s sales and marketing director, Alex Gort-Barten said: “We’re thrilled to see such a positive response following our appearance on Inside the Factory. The show was filmed a year prior, so we’ve been very excited for the show to air and for our Classic Toasters to potentially reach a whole new audience.
“The sales following the show demonstrate the instant power of TV exposure, the importance of positive brand awareness and the demand for British-made products.”
