BRUHM leverages consumer engagement, retail expansion to deepen market share

BRUHM, a steadily growing name in the consumer appliance space, is executing a multifaceted strategy in 2025 to strengthen its presence in Ghana’s competitive home appliances market.

The company has placed a renewed focus on physical consumer engagement, retail footprint expansion, and value-driven promotional offerings.

As part of this strategy, BRUHM recently organised a three-day roadshow across high-traffic commercial areas in Accra, including Circle, Madina, Kasoa, and Accra Central.

The initiative allowed the brand to interact directly with consumers through live product demonstrations, food sampling experiences, and influencer-led sessions, providing an opportunity for prospective customers to engage with BRUHM products in practical settings.

Brands Communication Manager for BRUHM Ghana, Awurakua Antwi, touching on the new direction, said: “Our goal was to meet consumers at the heart of their communities and allow them to engage with our appliances in a way that goes beyond the traditional retail experience. We believe building trust at the grassroots level is essential to driving long-term brand loyalty.”

BRUHM’s strategic direction is aligned with its core commitment to delivering quality, affordable, and energy-efficient home solutions tailored to the needs of Ghanaian households. The brand’s approach reflects a broader trend in the appliance sector, where consumers are increasingly demanding reliability, cost-efficiency, and accessible after-sales support.

To complement its direct consumer activities, BRUHM has launched a new Shop-in-Shop concept within Electromart’s Atomic Junction location.

This retail format is designed to offer a comprehensive brand experience, allowing customers to explore BRUHM’s full range of solutions—from refrigeration and air conditioning to cooking and cleaning appliances—within a dedicated space.

In line with this launch, BRUHM presented a chest freezer to music icon Reggie Rockstone as a symbolic gesture of appreciation during a visit to the new retail space. The artist endorsed the brand’s value proposition and noted the relevance of accessible, quality appliances in everyday life.

Distribution continues to be a major part of BRUHM’s business model, with products available across major retail outlets such as Melcom, China Mall, Super Save, and Electromart, as well as through e-commerce platforms like Jumia and Electromart Online.

This widespread availability supports BRUHM’s vision of making durable and functional appliances widely accessible to households across Ghana.

As part of its 2025 campaign, BRUHM has also introduced Easter promotions featuring bundle offers, including a complimentary fan with select air conditioner purchases. The promotions are targeted at boosting seasonal demand while offering enhanced value to customers.

Looking forward, BRUHM plans to deepen its market investments through new product introductions, nationwide retail partnerships, and sustained customer engagement. The company remains focused on bridging the gap between affordability and functionality in the home appliance sector, positioning itself as a dependable partner for Ghanaian families.

Consumers can learn more about BRUHM’s ongoing offers and updates via its social media handles.

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