Cooker firm AGA Rangemaster has said it plans to create a whole new product category as it attempts to launch its range ovens in China.
The business has been open about the difficulties it has faced with sales in its established markets and its aim to focus on China, where ovens are something of a rarity. According to AGA chief executive William McGrath, weak house sales have had a big effect.
He told CNN: "The level of housing transaction is well under half the level it was back in 2007 and 2008, so, really we have seen a flat-lining period
"There is a correlation between house sales and purchases for your kitchen. Indeed, you are most likely to spend money on your kitchen in the six months or so after you move house."
McGrath is hoping that Chinese consumers can be persuaded to move from steaming, boiling and stir-frying to baking.
"In China there are very few cookers," he added. "The cooker doesn't really exist as a product category, so we're talking about the potential for a whole new product category which will hopefully take China by storm."