Former Springbok rugby legend, Tendai ‘Beast’ Mtawarira, has joined forces with home and kitchen appliance brand AEG. This exciting new brand partnership, facilitated by Roc Nation Sports International, comes amid the growing local interest in home improvement.
Renovations have gone through the roof over the last two years, and people certainly aren’t done with improving their abodes just yet. From transforming spare rooms into WFH office spaces or revamping social areas like living rooms and kitchens, our interest in home improvement is at an all time high.
Like so many of us, Tendai ‘Beast’ Mtawarira, AEG’s new regional ambassador, spent a great deal of time during lockdown focusing on sprucing up his home. Fast-forward to 2022 and he’s about to embark on his biggest renovation project yet: a kitchen revamp.
The rugby legend can’t wait to get started and make the most of the latest innovative designs, smart technology and convenience that the AEG home appliances have to offer. “I am delighted to be able to partner with AEG, being a leading manufacturer of beautifully crafted, superior home appliances and solutions that enrich peoples’ daily lives. I am especially proud to be associated with a business that is always striving to be at the forefront of sustainability in society through solutions and operations,” says Tendai.
Kitchen upgrades amongst South Africans’ has become increasingly popular over the last two years. In fact, our interest in home improvement closely mirrors the trend internationally: according to analytics experts, GfK, the global market for small and large household appliances saw record growth in the first half of 2021 with sales up by 21% and 31% respectively compared to the same period in 2020. So, it comes as no surprise really that kitchens have become our ‘go-to’ space for improvement – it’s where we show off the newly learned cooking skills we developed in lockdown and the communal area of our homes where we connect and relax with our loved ones over a shared meal.
It rings true for Tendai, too. “My wife and I love to cook for and entertain our family and friends and it’s therefore important that our kitchen is a comfortable space to work in and converse, as well as being functionally well-equipped, as it pretty much forms the nucleus of our family’s home. So, I’m thrilled to work with a brand that is creating sought-after living spaces,” he says.
“The past few years have triggered huge shifts in consumer behaviour and has brought personal health and hygiene to the forefront. Over the past two years, home appliances have helped us turn our homes into places of work, education, and leisure. To meet the needs of our customers, we will be launching more market-leading, innovative, high-quality products and solutions to create transformative consumer experiences,” says Murray Crow, Managing Director at Electrolux South Africa which manufactures household appliances for AEG, Electrolux, Kwikot & Kelvinator.
With most of us having had to adapt to a WFH environment during lockdown, people’s increased interest in home renovation has been great news for home appliance brands like AEG. The appointment of an inspirational brand ambassador, like Tendai, really underscores the brand’s efforts to strengthen its market leadership amid the home improvement boom.
“We look forward to Beast representing our brand in South Africa as he exemplifies our core brand values and focus for the country in his professional and at-home lifestyle. We are thrilled to have him onboard and look forward to working together as we promote amazing consumer experiences,” says Murray.
For more information, visit aeg.co.za
