AMDEA > About Us > Our Purpose

Our Purpose

Our core values are:

  • To be Relevant, Credible and Influential in everything we do.
  • Deliver a strong Value Proposition for all members, irrespective of size and sector
  • Seen as a “must be part of” membership organisation
  • The ‘Go To’ organisation for all matters Domestic Appliances for our stakeholders
  • Maximising % of revenue spent on member value generating activities – scalable and efficient organisational structure and platforms

Our purpose is to represent our members’ interests. To help enable the most productive marketplace for their collective business activities. We aim to make the UK a great place for our members to do business; helping to ensure that the full benefit of the products and technology in which our members invest is understood by their customers, enhancing the lives of users.

We are committed to helping our members grow by:

  • Promoting the value creation of our industry, raising awareness of how consumer’s lives can be
    improved through the use of the latest appliance technology.
  • Leading on the development of standards and regulation that support innovation, whilst protecting
    against risk and cost.
  • Enabling the development of industry networks, bringing the various stakeholders together, across
    industry, government and supporting bodies, working in partnership to deliver exceptional products and

Industry Promotion

Creation an execution of positive industry narratives on:

  • Energy efficient appliances linked to energy labelling changes
  • Circular economy, encouraging appliance replacement,  upgrades and giving confidence regarding responsible and environmentally sustainable recycling
  • Raising awareness of benefits of appliance registration and collaborative industry partnerships to raise the % of users who register

Standards & Regulation

Creation an execution of positive industry narratives on:
Leading on development of Standards and Regulations that meet industry requirements relating to innovation, performance, quality, safety, risk and cost. Working with the following key stakeholders:

  • BSI
  • APPLiA
  • EU Commission
  • UK Government Departments
  • Industry Bodies
  • Consumer Interrest Groups


Providing access to key stakeholders via a governance framework:

  • Government stakeholder departments: BEIS, Defra, DCMS, OPSS, DIT, Home Office
  • Stakeholder topics: policy, safety, regulations and compliance, standards, WEEE, circular economy, media

COVID-19 Impact – Business recovery action plans. Ensuring our industry voice is heard as businesses chart the path of recovery post the harshest imposed pandemic related restrictions.

Standards and Regulation that impact electrical devices (EU and UK). Managing UK and Internal Market divergence post EU Withdrawal.

Post EU Withdrawal 

  • Providing information and clarity on changes
  • Lobbying on behalf of members’ requirements
  • Influencing the outcomes of UK divergence and minimising technical barriers to trade
  • NI Protocol impact and compliance
  • FTA
  • Internal Market Trading

Appliance Registration – Increasing overall householder registration levels to ensure customers can be reached in the rare event of a safety notication or recall

Energy Labelling – Communicating the requirements for the revised scale labelling. Preparing for further changes that affect more sectors

Circular Economy – Re-use, Right to Repair, Spare Parts, Authorised Repair Agents, Recycling, WEEE and Compliance Fee management

Market Statistics – Market sell-in statistics service and sector peformance intelligence