Crompton launches super-premium brand Rhion in premiumisation push
The listed consumer electricals company has added a super-premium brand alongside a corporate rebrand. It did not disclose price points or revenue targets for the new range.
Crompton Greaves Consumer Electricals has launched Rhion, a super-premium brand, alongside a refreshed corporate identity and continued investment in its Energion platform, as part of a strategy to move its product mix upmarket. The company said the changes support its next phase of innovation and premiumisation. Crompton, which acquired kitchen appliance maker Butterfly in 2022, has been expanding beyond fans and pumps into appliances. It did not disclose price points for Rhion, revenue targets from premium products, or the investment behind the brand relaunch.
