Morphy Richards

Morphy Richards makes kettles, toasters, coffee machines, slow cookers, irons and other small kitchen and household appliances, and has been a fixture of British kitchens for generations.

In June 2022, Glen Dimplex agreed to sell the brand to Guangdong Xinbao Electrical Appliance Holdings in a deal reported to be worth between €175 million and €200 million (The Irish Times). The acquisition completed in March 2023 (business.gov.uk).

Morphy Richards had been built on retail. Its products sold through shops and big retailers, and the brand’s own website wasn’t the main event. Under new ownership, that had to change.

Castle came to the brand through our work for Swan, a British appliance brand with a similar heritage, where our first year delivered a 250% increase in online revenue against a 50% target. Morphy Richards approached us to take on their Google Ads, and Castle was selected as the agency for the online launch.

Castle ran Morphy Richards’ Google PPC and saw return on ad spend (ROAS) of 19. That means £19 of revenue for every £1 spent on advertising.

As a worked example: at a ROAS of 19, a month spending £10,000 on Google Ads would bring in about £190,000 in revenue. That’s an illustration of the ratio, not Morphy Richards’ actual spend.

Numbers like that are possible when a brand has real demand behind it. People already search for Morphy Richards by name and by product. The job is to make sure that, when they do, the brand’s own site is there with the right product and a reason to buy direct.

A brand that only sells through retailers rents its customers. The retailer owns the relationship, the data and the decision about which products get space. Selling direct changes that.

The brand’s own site can carry the full range, not just the lines a retailer chooses to stock. Every order also adds a customer the brand can email again, which is exactly what the Klaviyo flows later did. None of that replaces retail. It gives the brand a channel it controls.

Paid traffic is only as good as the site it lands on. Castle helped with conversion rate optimisation across the Morphy Richards website, and over the engagement the site-wide conversion rate rose from 0.9% to 3.2%.

Put another way: at 0.9%, about 9 visitors in every 1,000 placed an order. At 3.2%, it’s about 32. That’s roughly three and a half times as many orders from the same traffic, and it’s what makes every other channel more profitable.

Search captures people who already know what they want. Plenty of appliance purchases start before that, with a video of a coffee machine or an air fryer in somebody else’s kitchen. Castle later took on Morphy Richards’ social ad campaigns across Meta and TikTok, putting products in front of people who weren’t searching yet.

The creative mixes product launches with real-life video. New colourways of the Cassini kettle went out as “new arrival” ads at £69.99, the Clay Collection microwave got its own story (“from the kiln to the kitchen”), and creator-style videos showed products such as the Heatflux tower fan heater in use at home, the format that works on TikTok as well as Instagram.

Castle built Morphy Richards’ email flows in Klaviyo, the automated messages that go out when someone signs up, leaves a basket or buys. Flows matter far more than their volume suggests: Klaviyo’s 2026 email benchmarks found that automated flows bring in nearly 41% of email revenue from just 5.3% of sends.

For an appliance brand, email also has a natural second act. Someone who buys a kettle is a good prospect for the matching toaster.

• Own your brand searches. When people search for you by name, your own site should be the answer.
• Fix conversion before you scale traffic. Going from 0.9% to 3.2% is worth more than most budget increases.
• Use social for discovery. Meta and TikTok reach people before they search.
• Let email build the second sale. Klaviyo flows turn one appliance into a kitchen set.

What ROAS did Castle achieve for Morphy Richards?

Castle ran Morphy Richards’ Google Ads and saw a return on ad spend of 19, meaning £19 in revenue for every £1 spent on advertising.

How much did Morphy Richards’ conversion rate improve?

The website’s conversion rate rose from 0.9% to 3.2%, from about 9 orders per 1,000 visitors to about 32, through conversion rate optimisation, paid social and Klaviyo email flows.

Who owns Morphy Richards?

Guangdong Xinbao Electrical Appliance Holdings, trading as Donlim. Glen Dimplex agreed the sale in June 2022, and the acquisition completed in March 2023.

Why did Morphy Richards choose Castle?

Castle was approached because of its results for Swan, another British heritage appliance brand, and was selected as the agency for Morphy Richards’ online launch.