The Reason clean green machine is creating an impact

18 May 2009 04:37 PM

A technically sophisticated ‘intelligent’ washing machine with green credentials designed, developed and hand built in West Wales is creating a major impact - before full production is underway.

The Reason washing machine – which has been seven years in the development stage - was only launched in March this year when 200 were auctioned on-line to test the market and raise the profile of the brand.

Andrew Reason, the man behind the new concept and Reason Innovate Ltd, the new Pembrokeshire based business, said the response was phenomenal with bids exceeding £2000.

“The interest clearly illustrates that if you have a premium product it will command premium prices.

"We deliberately wanted to limit the number of machines for sale at this stage as it is of paramount importance that the highest quality is maintained throughout every stage of production and that every hand built machine is one hundred percent perfect.”

He said in terms of innovation the design of washing machines had remained stagnant for more than ten years which explained the high level of interest in the Reason machine which he described as the first truly new washing machine designed for the 21st century.

Reason Innovate Ltd has already raised £3.5m in private equity while funding from the Welsh Assembly Government supported elements of the R&D stages.

On a tour of the company’s facility in Withybush, near Haverfordwest, Ieuan Wyn Jones, Minister for the Economy and Transport, heard that the business was already having a beneficial affect on the local economy with components being sourced locally where ever possible.

“This illustrates the importance of companies investing time and money in research and development as it creates direct benefits to the business by bringing new innovative products to the market but can also create wider economic benefits for the local economy through job creation and supply chain activity.

"I am pleased the Assembly Government was able to support the development of the Reason washing machine which is already creating interest in the market.

"It’s always good to see an innovative product that has been devised, designed and developed in Wales and shows that we have an abundance of expertise and talent in Wales.”

The Reason washing machine incorporates sophisticated technology but is designed for ease of use. It saves energy and resources by sensing exactly how much water and detergent is needed for each wash – whether a towel or king sized duvet.

It’s a top loader but the drum pulls out for easy access with no need to bend down to load or unload the machine and the twenty different washing programmes are all accessed from just one button.

Its green credentials are reinforced by using a water storage tank to stabilise the machine rather than the traditional use of steel or concrete. The tank has a double purpose – it acts as ballast and stores water for washing. The stored water warms to the ambient room temperature and can be used with the 15º C new generation detergents without any additional heating.

The Reason has twice the capacity of the majority of front loaders but can sit within the standard 600mm kitchen unit width under the worktop.

Reason Innovate is planning to hold on line auctions targeting the Japanese and USA markets later this year.