How we operate

Strix Group Plc is the world leader in kettle controls with our products being used an estimated 1 billion times a day globally.


Strix Group Plc has a divisional strategy, with the overriding principle being to develop and supply best in class products across all of its markets and product lines.

Our strategic focus areas are as follows:

Regulated markets

  • Continue to offer the highest quality products and performance at competitive prices
  • Maintain relationships with key direct and indirect customers via high product quality and value added service
  • Continue to enhance market share
  • Maintain work supporting consumer safety organisations and the related global standards, to ensure that unsafe products are not permitted to enter the market

Less regulated markets

  • Introduce new, lower cost products and invest in customer relationships
  • Lobby for regulation enforcement by demonstrating the safety benefits of our products
  • Support and educate test houses and regulatory bodies to enforce standards

Growth in China

  • Enhance relationship with key brand/retailer accounts to increase penetration
  • Maintain or increase market share to take advantage of structural market growth
  • Continue to work with regulators and brands to increase regulation levels in the market

New product development

  • Continue to broaden the product range, utilising our core strength
  • Expand Aqua Optima portfolio and geographies, and invest in marketing Aqua Optima water filter products as the challenger brand to the leading brand
  • Support the baby formula appliance market with its international growth plans, including expansion into China and USA