Morphy Richards starts selling in South Korea

London-based household appliance maker Morphy Richards has launched in the South Korean market.

The heritage brand hopes to find a niche in a country dominated by global electronics giants via its local distributor M&S Solution, which already hosts an appliances e-commerce platform. It will expand the distribution channel to Korean department stores, electronics stores and TV home shopping.

An official from Morphy Richards said the British appliance maker will work hard to win the hearts of South Korean consumers with its “outstanding technology and brand popularity built over more than 80 years”.