Appliance Retailer April-May 2020

APPLIANCE

NOW IN ITS 24TH YEAR

Cook4me

connect

First Connected Multicooker in Australia

RETAILER

THE BUSINESS MAGAZINE FOR THE CONSUMER ELECTRONICS INDUSTRY

/// APRIL / MAY 2020

BENCHTOP COOKING

HEALTH TREND DRIVES PURCHASE DECISIONS

FOOD PREPARATION

MULTI-FUNCTIONAL APPLIANCES GAIN POPULARITY

DISHWASHERS

WATER AND ENERGY EFFICIENCY TOP CONSIDERATIONS

GARMENT CARE

LIFESTYLE CHANGES AND ENVIRONMENTAL CONCERNS LEAD GROWTH

LAUNDRY

NEW SMART FEATURES SUPPORT DEMAND FOR CONVENIENCE

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Here’s how – commencing in 2020 your new product will appear across all three Appliance Retailer mediums: 1. Website // 2. eNewsletter // 3. Magazine Value: $950 (ex gst)

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EDITORʼS NOTE AR Appliance Retailer is published by The Intermedia Group Pty Ltd ABN 940 025 836 82 41 Bridge Road, Glebe NSW 2037 Australia P 02 9660 2113 | F 02 9660 4419 E appliance@intermedia.com.au W www.intermedia.com.au ISSN: 1328-1852 Managing Director Simon Grover Editorial Director James Wells james@intermedia.com.au Deputy Editor Emily Bencic ebencic@intermedia.com.au Features Editor Kymberly Martin kymberly@intermedia.com.au General Manager – Sales Rod Riley rod@intermedia.com.au Art Director Alyssa Coundouris Prepress Tony Willson Production Manager Jacqui Cooper jacqui@intermedia.com.au Subscriptions 1800 651 422 subscriptions@intermedia.com.au

Average Net Distribution Per Issue: 5,139 AMAA/CAB Yearly Audit Period ending 31st March 2019.

We are here for you 2019 was a challenging year for the industry but no one could have been prepared for this – the most unprecedented crisis in the nation’s history.

Whether switching on the television or radio, opening a newspaper or scrolling through social media, there is no relief from the coronavirus coverage and it would be remiss of me to ignore something that is impacting all corners of the economy, in all parts of the world.

Amid the unpredictable and fluid nature of the current situation, I would like to remind you, our valued readers, that we are here to support you.

As some organisations close their head offices and implement work from home policies for employees, cancel travel plans, training and events, and substitute face-to-face meetings with video calls, communication is now more important than ever.

As your trusted source of industry information, we are committed to standing by your side through both the

good and bad times. We are only one quarter of the way through 2020 and it appears that these testing times will continue for the months ahead.

To ensure we are keeping you up to date with information that is most important to you and your business, we invite you to reach out to our team.

Pick up the phone or send us an email with any queries, questions, suggested topics or announcements you would like to communicate to your partners, and we will deliver these in a collaborative, timely and factual manner.

It is a challenging time for everyone, but we will get through this together.

Stay safe and healthy.

Deputy Editor Emily Bencic

MEET THE APPLIANCE RETAILER TEAM The Intermedia Group takes its corporate and social responsibilities seriously and is committed to reducing its impact on the environment. We continuously strive to improve our environmental performance and to initiate additional CSR based projects and activities.

As part of our company policy we ensure that the products and services used in the manufacture of this magazine are sourced from environmentally responsible suppliers.

This magazine has been printed on paper produced from sustainably sourced wood and pulp fibre and is accredited under PEFC chain of custody.

PEFC certified wood and paper products come from environmentally appropriate, socially beneficial and economically viable management of forests.

The wrapping used in the delivery process of this magazine is 100 per cent biodegradable.

James Wells

Emily Bencic

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TEFAL LAUNCHES FIRST-OF-ITS-KIND MULTICOOKER Tefal is raising the bar when it comes to what we can do with smart multicookers, and the release of the new Cook4Me+ Connect in April 2020, takes home-cooking to the next level. The first of its kind in Australia, the smart multicooker with Bluetooth connectivity features technology that can offer endless recipes, an increased level of personalisation and the ability to monitor cooking directly from a tablet or smartphone. Standing apart from the crowd, the Cook4Me+ is unique in that it is the only multicooker with step-bystep on-screen instructions and smart pressure release. This combined with smart connectivity is a testament to the commitment that Tefal has to innovation and cooking performance.

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Appliance Retailer April / May 2020

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VOLUME 26 / ISSUE #2

24 EDITOR'S NOTE

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We are here for you

We invite you to reach out to our team to ensure we deliver the most up to date information

NEWS

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Electrolux Australia appoints new general manager; Spotlight set to purchase collapsed Harris Scarfe To succeed former MD, Mike Putt; Seeking to secure employment for 1,300 staff across 44 stores

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New Philips head of accounts, Smeg trade marketing manager and LG Electronics marketing director Brings over 20 years of experience; In maternity leave contract; To replace former CMO, Angus Jones

IN THIS ISSUE

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International Housewares Association reveals top design trends

This year’s Inspired Home Show was cancelled due to COVID-19 but the show organisers have still shared the top trends that would have been reflected by this year’s product displays.

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Miele farewells former managing director Sjaak Brouwer

In an exclusive interview, he reflects on a number of milestones during his time managing the Miele business in Australia and New Zealand

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Harvey Norman Commercial Victoria opens state-of-the-art Selection Centre Showcasing more than 1,800 products from over 85 leading brands.

FEATURES

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DISHWASHERS

In addition to price, internal capacity and flexibility, as well as energy and water efficiency have become important considerations as consumers try to reduce the number of cycles but still achieve efficient cleaning results.

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FOOD PREPARATION

Consumers are seeking versatile products that cater to healthy lifestyles and they need a reason to opt for home cooking over ordering delivery or purchasing pre-prepared meals.

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BENCHTOP COOKING

Products must offer genuine innovation as demand for fast and easy meals with minimal preparation increases and social media influences purchase decisions more than ever before.

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GARMENT CARE

Advanced features, changing lifestyles and growing consumer awareness of increased sustainability are leading the growth of the garment care market.

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LAUNDRY

New features such as auto dosing, self-cleaning and noise reduction are proving to be good selling points, while smart, sustainable and energy efficiency are key features driving prices up.

WHAT’S HOT

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Pick of the crop

Smeg Freestanding Cooker, Uniden Dash Cam and Ninja Hot & Cold Blender www.applianceretailer.com.au

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AR NEWS John Featherstone has been appointed Electrolux general manager for Australia and sales area head for Australia and New Zealand

Electrolux Australia appoints new general manager Electrolux has welcomed former Sony Mobile managing director, John Featherstone to the role of general manager for Australia and sales area head for Australia and New Zealand.

He succeeds former Electrolux Australia and New Zealand managing director, Mike Putt, who retired late last year.

Electrolux senior vice president for APAC/MEA, Adam Cich said John’s experience with companies such as Sony Mobile, SanDisk, IBM and Telstra, make him the ideal choice to lead the company’s digital transformation.

He was most recently chief commercial officer at ASXlisted small cap company, Corum Group, which offers a range of software solutions for the pharmaceuticals industry, after an eight-year tenure with Sony Mobile. Prior to his time with Sony, Featherstone was country manager for SanDisk Australia and New Zealand for almost three years.

Leading the Electrolux Australia business, Featherstone will oversee the release of the most comprehensive range of new Westinghouse products in the brand’s history.

SPOTLIGHT SET TO PURCHASE COLLAPSED HARRIS SCARFE The voluntary administrators of Harris Scarfe, Deloitte Restructuring Services, have granted exclusivity to the Spotlight Group to buy the business, following a “vigorous due diligence process” which saw four parties shortlisted.

Harris Scarfe entered voluntary administration on 11 December 2019 and one month later, the receivers announced the closure of 21 stores across the country to prepare the business for a sale process. The store closures impacted 401 staff members – 70% of whom have been redeployed, obtained alternative roles outside the group or are in an active application process.

With this latest announcement, the receivers are seeking to secure the ongoing employment of circa 1,300 Harris Scarfe staff across 44 stores, although it will depend on the transaction progress.

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Appliance Retailer April / May 2020

Harris Scarfe is set to be purchased by Spotlight

In a statement shared with Appliance Retailer, Deloitte said as a familyowned, longstanding and highly experienced Australasian retailer with a large property portfolio, Spotlight is ideally suited to enabling future growth for Harris Scarfe employees and all stakeholders.

Receiver, Vaughan Strawbridge said, “There is still a lot of work we need to do together to finalise the transaction and we will be working with the Spotlight Group and the Harris Scarfe team to make this happen.”

A settlement of sale is expected to occur around mid-April 2020.

NEWS AR

SPARTAN ELECTRICAL APPOINTS MARKETING DIRECTOR Spartan Electrical has made an executive appointment with Ryan Burgess joining the business as head of marketing and digital strategy to improve the company’s marketing strategies for 2020 and beyond. Burgess has worked in media for 14 years, and while born and bred in Adelaide, has also worked throughout Australia as well as overseas.

“We are looking to improve our identity in the South Australian market as a retailer and part of my role will be to deliver a consistency around the core tagline of being South Australia’s leading appliance retailer for over 50 years. We will deliver this tagline across all marketing platforms including radio, digital as well as social. The tagline will remain with the brand everywhere we exist from a marketing perspective.

“As a charismatic and personalitydriven family business, there is a lot to be able to highlight to the broader market

Ryan Burgess has joined Spartan Electrical as head of marketing and digital strategy

that is investing in premium household appliances. We have two key marketing assets that are very rare – a family owned business for over 50 years and South Australian heritage and we aim to

use these to the best of our advantage.

We have recently completed a print advertising campaign featuring the father of the business Peter Tsoutouras and over time we will also work on campaigns featuring sons Con and Chris.

“While we are a place to purchase appliances, there are customers that remain within the store for three or four hours as our store is not a cash and carry type of business. We specialise in appliance sales using knowledge, passion and expertise and we also recognise that these are big purchases for some families and they want to take the time for proper consideration.

“We are up against a number of large publicly-listed retailers and we feel as though we have an opportunity to connect with local customers on a more personal level and we want to remind our suppliers that by working with us – they will be supported in the long term.”

Andi-Co confirms organisational changes Andi-Co Australia CEO, Lars Snitkjaer has announced a significant change to the organisational structure of the business.

Falcon national sales manager, Jo Edwards has taken on the newly created role of national sales manager residential responsible for the sales management of all of Andi-Co’s residential brands including Falcon, La Cornue and Liebherr Household.

The merge of sales management for all residential brands into one role responds to market consolidation among retailers and buying groups.

Snitkjaer said by consolidating sales into one role, AndiCo will not only see, but also seek, synergies in interactions with decision makers at retail level.

Liebherr Household and Professional national sales manager, Andrew O’Brien will take up a new role as national product manager for all Andi-Co brands, responsible for managing the short and long-term vision and strategy for the company’s portfolio and product offerings. He will also remain in his present role as national sales manager for Liebherr Professional.

LEFT: Andi-Co national product manager, Andrew O’Brien RIGHT: Andi-Co Australia CEO, Lars Snitkjaer and national sales manager residential, Joanne Edwards

“During the last few years Andi-Co has grown with the brands they present whilst also adding new categories to the business, such as La Cornue and Liebherr Professional,” Snitkjaer said.

“With this expansion into new products and categories, Andi-Co sees a need for improving and strengthening capabilities and agility within product management. Andrew has, with his technical capabilities, knowledge and years of experience across various brands and product categories within the industry, as well as the required skillset to bring this central area within the organisation to the next level.”

Both Edwards and O’Brien will continue to report directly to Snitkjaer.

www.applianceretailer.com.au

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AR NEWS

New Philips head of key accounts for personal health, Geoff Hannaford

ON THE MOVE

New Smeg trade marketing manager, Livia McRobert

Philips appoints head of key accounts Philips has welcomed Geoff Hannaford as head of key accounts for personal health in Australia and New Zealand. Hannaford brings over 20 years of experience, most recently as director of sales at Daikin Australia for almost four years. Prior to that, he worked across a range of consumer electronics brands including Panasonic, Hitachi and Groupe SEB. Philips personal health Australia and New Zealand general manager,

Muir Keir said the company is thrilled to welcome Geoff. “This is a very important role for our business, underpinning successful customer relationships for us at the very highest levels. Geoff brings unparalleled experience and a proven ability to drive strategic customer partnerships. His immediate priority will be to work closely with customers and Philips key account managers in the delivery of 2020 plans.”

LG BRINGS IN NEW MARKETING DIRECTOR LG Electronics Australia has welcomed a new marketing director, Gemma Lemieux, following the departure of chief marketing officer, Angus Jones in November 2019.

Lemieux is a highly experienced marketing professional in the consumer electronics industry, having previously held senior regional roles with Panasonic as director of marketing communications for seven years and Samsung as head of marketing, corporate and telecommunications for almost three years. She joins LG from lifestyle and athletics apparel company Zuu, where she was founder and director. In her new role, she will oversee all LG marketing and brand activity.

LG Electronics Australia human resources director, Amanda Jackson 8

Appliance Retailer April / May 2020

New LG Electronics Australia marketing director, Gemma Lemieux

said, “Gemma has extensive industry experience, a passion for brand building and deep understanding of the markets in which we operate. She is a valued addition to the LG team during this important period for our business.”

Smeg welcomes trade marketing manager Smeg Australia has welcomed Livia McRobert as trade marketing manager covering maternity leave for Laura Conlon. McRobert brings over a decade of experience in trade, shopper and product marketing across the consumer electronics industry and multiple FMCG brands, including HP and Nestle.

At Smeg, she will be tasked with continuing to drive growth in retail trade across both major domestic and small appliances via the omnichannel brand experience.

Olivia Anderson resigned as national marketing manager of Smeg to pursue other opportunities. Over two years, Olivia has been instrumental in leading a team to deliver results driven trade and strong brand marketing outcomes for Smeg’s major and small appliances.

Anderson joined Smeg Australia after almost two years at Fisher & Paykel in the role of senior brand and marketing manager.

“I wish to thank Olivia for her dedication and overall contribution to Smeg Australia and wish her well in her future endeavours” Smeg Australia managing director, Jim Kalotheos said.

New Australian Retailers Association CEO, Paul Zahra

FORMER DAVID JONES CEO TO TAKE THE HELM AT ARA The Australian Retailers Association (ARA) will welcome former David Jones CEO, Paul Zahra as its new CEO, effective May 2020. He will succeed Russell Zimmerman who announced his retirement in November 2019.

Zahra is a leading figure of Australian retail, having worked in the industry for more than 35 years in senior executive and non-executive roles as well as a company advisor.

Having started his career at Target and becoming the retailer’s youngest ever store manager at age 22, Zahra went on to work at David Jones for more than 16 years, most recently as CEO and managing director, where he led the department store through a significant period of transformation which saw the business evolve from a traditional bricks-and-mortar retailer to an omni-channel retailer.

Since Zahra left David Jones in 2014, he has been an advisor to companies including David Jones’ parent company, Woolworths Holdings, beverage company, Nexba and PwC. Most recently, he has served as chairman of the FutureYou executive program for the last 18 months.

ARA president Rowan Hodge said, “We are delighted to have secured a leader of Paul’s calibre to lead the ARA as it strives to bring the industry together and create ‘One Voice’ for small, medium and large retailers.

“Paul brings a deep understanding of retail and the issues and opportunities faced by the industry and our members. His inclusive and progressive leadership style, retail and digital expertise, broad networks, experience leading transformation and strong vision for the ARA and future of retail will be invaluable as the organisation moves forward.”

Commenting on his appointment, Zahra said, “In the last 20 years, the disruption and transformation of the retail sector has been significant as a result of ongoing changes in technology and consumer behaviour. However, what excites me is the untold story of innovation, whether in store formats, in online marketplaces, or the many small businesses that started life in someone’s living room.

“This sector has the capacity to adapt and evolve, the power to connect people and communities, and the ability to make dreams a reality. I am optimistic about what lies ahead and look forward to supporting and advocating for our members as we overcome challenges, embrace transformation and evolve with the customers we serve.”

Myer downsizes support office in line with Customer First Plan Myer has signed a 10-year lease agreement with property developer, Poly Australia for the new location of its store support office at 1000 La Trobe Street Docklands from Q4 2021.

Myer will occupy 12,500 square metres across five levels of the A-grade office tower with plans for a ‘peoplecentric’ floorplan with open plan working, break out areas, support spaces and vertical floor integrations.

The new location is approximately half the size of the current 25,000 square metre support office a few blocks away at 800 Collins Street Docklands. The current space has been reduced since 2017 by circa 12,000 square metres with one level recently sublet to Latitude Financial Services.

Poly Victoria executive director, Steve Wang welcomed Myer to 1000 La Trobe Street. “It is a pleasure to host such an iconic Australian retailer in our flagship commercial development for Victoria. Myer’s mindful floorplan design is a tribute to the flexibility of the space, which is a priority offering to our prospective tenants.”

Myer CEO John King said the decision to move the store support office is in line with the Customer First Plan.

“We need to ensure we are operating in the most efficient and productive way, and that we have an office environment that allows us to support our store team members in the best possible way. This is a great outcome for Myer shareholders with improved commercial terms and a more appropriately sized head office.

It is also a great outcome for our team members with a support office that has leading technology, is energy efficient, and provides a modern office environment.”

King’s approach to the Customer First Plan is to reduce space and improve stores rather than to close stores. Myer Cairns will be reduced from two floors to one fully renovated floor with new and exclusive brands added, Myer Belconnen will be reduced to two refurbished floors with new and exclusive brands and Myer Melbourne Emporium will exit level four from May 2020.

Myer will continue to occupy its current support office until the project is delivered at the end of 2021.

A render of 1000 La Trobe Street Docklands – the new location for the Myer support office

www.applianceretailer.com.au

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IHA REVEALS TOP HOUSEWARES TRENDS FOR 2020

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he Inspired Home Show – which was scheduled to take place in Chicago from March 14 to March 17, 2020 – was cancelled due to the ongoing threat of coronavirus. The annual Show is host to over 2,200 exhibitors from leading home and housewares brands, as well as small appliance manufacturers including De’Longhi, Jura, Nespresso, Smeg and Sodastream, among others.

In the absence of the Show, the organisers, The International Housewares Association (IHA), have shared the top five trends that would have been reflected by this year’s product displays.

1. MINIMALISM WITH PERSONAL STYLE

According to Architectural Digest’s Top Design Trends of 2020, sustainability will be top of mind with materials such as natural wood, recycled textiles, undyed yarns and plush soft fabrics taking centre stage. The report said minimalism which focuses on streamlined, clean design with a neutral colour palette, will continue to be prevalent; however, consumers will add their own personal touches, such as infusing pockets of colour into traditionally neutral colour palettes.

On the heels of previous trends: ‘Hygge’, a Danish concept that encompasses the feeling of cozy contentment, and ‘Lagom’, a Swedish lifestyle trend defined as “everything in moderation,”

comes ‘Niksen’. Essentially the art of doing nothing, this Dutch concept is about carving out time to “just be”.

Housewares products that offer timesaving, multi-functional and convenience benefits are well positioned to appeal to those consumers looking to eliminate the pressures of everyday life.

2. MAXIMALISM MAKES A BOLD STATEMENT

In contrast to minimalism, some consumers will combine Art Deco style and flashy colours as part of the maximalism lifestyle trend. This trend, often defined as “more is more,” appeals to those consumers who dare to do everything.

According to online homewares inspiration site, The Spruce, key characteristics of a maximalist lifestyle include layering; repetitive patterns in prints such as florals, abstract and animal prints; rich, bold colours; unique statement pieces; mixing and matching of textures and colours; multiples of items like books, statues, artworks; and blending of styles.

3. CALMING BLUES

Colour is often one of the easiest ways for consumers to update and refresh their homes. Pantone’s Colour of the Year for 2020 – Classic Blue – is designed to instill calm, confidence and connection. Pantone states the hue, which is suggestive of the sky at dusk, “highlights our desire for a dependable and stable foundation on which to build as we cross the threshold into a new era”.

4. HEALTHY LIVING CONTINUES ITS POPULARITY

Consumers are continuing to focus on a healthier lifestyle, with products such as air fryers, single-serve blenders, juice extractors, citrus juicers and air purifiers on the rise. According to Innova Market Insights’ Top 10 Trends for 2020, “stress and anxiety are key concerns in modern life as consumers manage careers, families and social lives while striving to maintain healthy lifestyles…This, in turn, raises the demand for nutritious foods that are easy to prepare, convenient and portable.”

With sustainability top of mind, consumers are seeking more transparency, honesty and authenticity from companies.

Innova Market Insights reported the number of global consumers who expect companies to invest in sustainability increased from 65% in 2018 to 87% in 2019, with about half of consumers willing to pay extra for products devoted to solving sustainability issues.

5. SMART HOME MARKET REMAINS STRONG

The global smart home market was valued at circa $24 billion in 2016 and is likely to reach $53.45 billion by the end of 2022, Zion Market Research has revealed, with rapid uptake of smart speakers, as well as kitchen products that help with cooking and smart clocks that improve sleep.

The Smart Home Pavilion at the Show planned to feature a new display, Smart Retailing, with live and interactive experiences of the retail store of the future, and b8ta was due to return with the latest technology products for the home as well as insights on its Retail as a Service concept that allows consumers to try out products in-store, while sales are made online.

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Appliance Retailer April / May 2020

NEWS AR

Groupe SEB transitions to new leadership

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ew Groupe SEB Australia and New Zealand managing director, Joe Tizzone has officially taken the helm, promoted from his position as sales director and succeeding former managing director, Cecile Goron Vaucelle.

Tizzone has been with Groupe SEB since May 2019 following two years with powersport vehicle leader, BRP Asia Pacific and prior to that, Olympus in numerous roles over a 13-year period, most recently as general manager.

Stepping into his new role at Groupe SEB, Tizzone spoke to Appliance Retailer about his brand vision, the small appliance category and broader retail market, as well as the 2020 product pipeline.

Over the years there has been a lot of change, not only in the market but with the consumer and within the Groupe SEB business, but the brand has proven to be both adaptable and resilient, according to Tizzone.

“Right now, we are steadying the ship and building a team for the future while focusing on our core competencies and immediate goals,” he said.

“One of our primary objectives is to strengthen our key retail partnerships, with the strategic view of sustainable and profitable sales growth, market share growth and category expansion. We want to be known for our strong collaboration – having a customer-centric business with great people that are both talented and easy to partner alongside.”

Moving forward, Groupe SEB will continue to evolve in the cookware, linen care and benchtop appliance categories with an innovative roadmap of new product, including the next generation Tefal Cook4Me+ multicooker – the Tefal Cook4Me+ Connect.

“We are confident that consumers will love the added convenience and versatility of being connected to the recipe app ecosystem, as well as having the ability to track cooking progress via their smartphones,” he said.

Tizzone described the local small appliance category as “robust and stable” with a good mix of longstanding household brands and new players.

“I think it’s an exciting time for the industry with the emergence of the connected home and a fast-growing range of compatible products.

We always hear and read about how challenging the Australian retail market is, and this hasn’t changed for as long as I can remember. Every market has its own set of challenges, whether it be a shift in retail dynamics, distribution models, housing prices, policy changes, exchange rates, and right now it’s the coronavirus.

“I came from an industry that was deeply impacted by digital disruption with the rise of social media and shift to smartphones from traditional cameras. Changes to any industry, however, can prompt the market to respond and evolve. Change is inevitable, so the key is to be adaptable and agile for when it comes in order to endure.”

In conclusion, he said: “Working for a company like Groupe SEB means the possibilities are endless. We are a company built on innovation, and we pride ourselves on producing high-quality products that consumers love and enjoy. We also have access to a vast assortment of products and brands across multiple categories.

We will continue to listen to our retailers and end consumers and respond, according to where it makes good sense.” www.applianceretailer.com.au

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Miele farewells Sjaak Brouwer

eflecting on almost five years managing the Miele business in Australia and New Zealand, Sjaak Brouwer is proud of a number of milestones.

“From the beginning of my time, we had to work on our partnership with retailers,” Brouwer remembers in an interview held with Appliance Retailer in Sydney, hours before attending a farewell dinner with retailers and the day prior to leaving to return to The Netherlands with his wife Anja.

“Straight away we needed to build up our trust levels and provide more clarity and that was important for us. Before I started, we decided at the end of 2014 to abolish our external field service team and we left our retailers in limbo because there was no support whatsoever. As a result there was a big impact on the relationship with our retail partners and we spent a lot of time getting that back to a level where it needed to be.

“That was a key priority during my time with the business and I think we have come a long way. To build long term trust – it takes time and you have to earn it – and we also know you can lose it quite quickly.”

IMPROVING SERVICE DELIVERY

“In 2017, we were really having a difficult time in our service delivery including our processes and systems. Research showed us there was a big gap between consumer expectations and our service delivery.

“For us this set off all of the alarm bells and we had to improve the after12

Appliance Retailer April / May 2020

sales touchpoints with our customers.

It is great to have a fantastic product and fantastic displays and support from retailers, but you have to deliver on the service expectation after the purchase.

“Over the last couple of years we have invested hundreds of thousands of dollars to return to the standard where we want to be and we are back to really high 90+ satisfaction levels. You can advertise like crazy but if you don’t over-deliver on the service promise in the long run you will have a problem. We now have more service technicians on the road, we have the right systems and processes including software allowing customers to track service technicians and we have also improved our Customer Care Centre and we are now over-delivering on customer expectations to the point where in some cases we are asked to slow down and delay delivery by a couple of days.”

NATIONAL EXPANSION

Other key achievements included the opening of three new warehouses in Melbourne, Sydney and Brisbane as well as refurbished Experience Centres in Adelaide and Perth, a new Experience Centre in Brisbane in April 2018 and last month the opening of the first Experience Centre in New Zealand located in Wellington. Brouwer was also responsible for opening the Miele Specialist Centre in the Sydney location of Drummoyne in May 2017 – a world first collaboration with a retailer that saw the German brand deliver a single-brand offering in a retail location owned and staffed by retailer Bing Lee.

“We wanted to take a couple of years to fine tune and evaluate the opportunity and learn more about this joint venture concept as it is a real marriage and it has to work. We are now at the stage to look at other opportunities potentially in Victoria and South Australia – so watch this space.

“I can only applaud retailers that are looking to do more with fewer brands.

We are seeing so many brands enter the local marketplace, and it is diluting the focus you have on the brands you have already. I applaud the focus on fewer brands, it is one of the reasons why we started a concept like the Miele Specialist Centre in Drummoyne, and get out of the clutter of brands and deliver the most perfect execution.”

IN-STORE VS ONLINE

Brouwer has very clear views on the Australian market and how it compares internationally from a physical store perspective as well as an online sales point of view.

“In Australia, we know customers really appreciate going into stores and having a personal relationship with retailers, moreso than other parts of the world where online is becoming a bigger part of the decision making process. In this market the last three-feet of the sale remains very important as Australian physical retail stores are still developing to a very professional level and we have created fantastic point of sale executions in some new stores recently.

“In Australia, online is still relatively low compared to other markets and is now around 10 per cent of the market.

By comparison, in The Netherlands 50 per cent of the value of the laundry category is online and I won’t say it will go the same way in Australia, but Australian retail is trying hard to catch up in terms of the online space and do it in a professional way. It is very unlikely that online will stay at 10 per cent of the market here as it will definitely grow and Australian retailers are gearing up to facilitate that. But whether or not it gets to 30 per cent or even 40 per cent of the market is something to be determined in the future.”

Brouwer sees an opportunity for pure-play online retailers as well as bricks and mortar retailers who are keen to improve their online presence in the market.

“I keep saying that the physical retailer has an excellent opportunity, because people value the combination between online and going into store. Isn’t it fantastic if you already have a strong position with physical stores and you can build a strong online platform – it is like one plus one equals three because you have covered all of the touch points.

“I think physical retailers have a fantastic opportunity to grow the online part of the business and really benefit from the growth from that channel because it will grow. Players like Amazon and Appliances Online (AOL) will keep driving that part of the market and physical retail can only respond by giving it more focus and attention and doing it in a professional way and that is exactly what I am seeing.”

THE MIELE CHARTERED AGENCY (MCA) MODEL

“Australia and New Zealand are still among the few larger international markets running on an MCA model and that model is absolutely working for us, alongside other markets like Canada. MCA gives you the opportunity and consistency and stability in the marketplace and you can focus on other elements of the execution, such as training and development.

As a retailer you know what you are making in terms of money, you know where you get

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your money, and you don’t have to worry about logistics and after sales service as we take care of it while we delight and surprise customers, and the after sales experience is critical because it is part of the customer journey. If any of these touchpoints doesn’t work then the MCA model doesn’t work and that is the strength of our model and the execution with our retailers. When you go into a store here you see the most fantastic displays and point of sale executions, not just Miele but other brands as well. In every respect I think Australia is a very professional marketplace in terms of retail.”

PETER MURPHY

“I would like to acknowledge Peter Murphy for his contribution to the Miele business. There is no other way of describing him, but as a legend.

It is a big word, but it is the right word. We are such a strong company today because of his time in the business and you can clearly see the impact of when we started MCA in 1993 – the business picked up. In the early 1990s, Miele was a small brand without a lot of brand awareness and not really playing a big role in the marketplace and let’s be honest the business wasn’t making enough money and the retailers weren’t making enough money as the market was very aggressive. He had the vision to launch MCA and went to Gutersloh and presented the case and in typical Miele style they said ‘go for it’ and he did. He was a game-changer and he changed the future of Miele in Australia and he is certainly a legend in the company.

“

PROFILE AR

I keep saying that the physical retailer has an excellent opportunity, because people value the combination between online and going into store. Isn’t it fantastic if you already have a strong position with physical stores and you can build a strong online platform.

”

FAREWELL AUSTRALIA

“I had a fantastic time here in Australia and the relationship with our business partners is absolutely fantastic as there are a lot of family owned retail businesses which is a perfect fit with the Miele business. We have recently commenced the largest marketing campaign in Miele Australia’s history to coincide with the introduction of Generation 7000 and this will allow us to strengthen our position and create more value for Miele.

“When I return to The Netherlands I promised myself some time to enjoy being back home with the kids, and we have just finished building a house with Miele Generation 7000 appliances of course. I would like to do some work for charities and not-for-profits and also do some coaching or mentoring and share some of the things I have learned from 40 years of corporate life.

“I wish Yves all the best as he takes the wheel of Miele Australia and New Zealand. He comes from an MCA market in Canada. We were lucky to spend some time together and I know he will work very hard to drive the business.” AR

1. Miele display in the Winning Appliances Richmond showroom 2. Former Miele managing director Sjaak Brouwer inside the Brisbane Experience Centre 3. Inside the Miele specialist Bing Lee store in Sydney's Drummoyne

www.applianceretailer.com.au

13

Harvey Norman Commercial Victoria headquarters in Port Melbourne

Cooking display in the newly open Selection Centre

Harvey Norman Commercial Victoria opens state-of-the-art Selection Centre

BY EMILY BENCIC

Fisher & Paykel’s specialty appliance display featured in the Selection Centre

Dark tones, feature lighting and lush greenery are highlights of the space

14

Appliance Retailer April / May 2020

RETAIL PROFILE AR

T Harvey Norman Commercial Victoria director, Glenda Bailey with general manager, Ashley Chen in the newly launched state-of-the-art Selection Centre, Port Melbourne

Commercial grade appliances display offering from Miele Professional, Smeg, Asko, Maytag, Speed Queen, Winterhalter, Classeq, Bromic and Skope

Caroma's lifestyle sanitary display

he Victorian division of Harvey Norman Commercial, Australia’s largest commercial sales provider of appliances, sanitary ware, audio visual and professional products, has unveiled its state-of-the-art Selection Centre at its headquarters in Port Melbourne.

Showcasing more than 1,800 products from over 85 leading brands, the new 1,500 square metre product destination has been designed exclusively for commercial builders, architects and developers.

Focusing on delivering a seamless, high-end product experience, the new Selection Centre offers appliance specialty displays from Miele, Smeg, Gaggenau, Siemens, Bosch, Fisher & Paykel, AEG, ILVE and many more.

The sanitary ware offering has five key displays from Caroma, Clark, Seima, Streamline and Parisi. Supported by a generous tap ware, bath, basin, sink and toilet display offering from brands like Astra Walker, Phoenix, Abey, Barben, Argent, Studio Bagno, ACL and Bathe.

The new site also offers both a demonstration kitchen and commercial back of house kitchen that enables the space to be utilised for product launches, industry and brand presentations.

“We saw an opportunity to innovate our business and look to the future of the commercial landscape, enabling our clients to do business more easily and efficiently,” Harvey Norman Commercial Victoria director, Glenda Bailey said.

“We are future-proofing the way we do business and ensuring we’re at the top of our game – it just made commercial sense.”

Melbourne design firm StStyle was tasked with creating an on-trend space that celebrates the city’s edgy, industrial feel and features artworks by Australian artist Mike Makatron. Key highlights include dark tones, reclaimed timber, feature lighting and lush moss installations.

With a nod to industrial style, Steve Mooney and Travis Cheriton from StStyle brought to life the vision for an interactive space where clients can see, touch and compare their ideal appliances and sanitary ware.

“From the 150-year-old Croatian feature tiles to the reclaimed wooden railway sleepers and our indoor moon, which comprises of 3,200 circadian LED lights.

We’re all about the details – and that’s before we even get to the outstanding products we sell or the dedicated experienced team we have of sales specialists, estimators and project coordinators that are facilitating our end-to-end project management, after sales and warranty experience.

“I’m extremely proud of the overall result and of our team. We’re delivering a best-in-class commercial brand experience in every way.”

The new Harvey Norman Commercial Selection Centre is open by appointment only at 4 Central Boulevard, Port Melbourne. For more details go to harveynormancommercial.com.au or telephone 03 8530 6300. AR www.applianceretailer.com.au

15

AR RETAIL INSIDER

A

The trail behind and the road ahead

s we fast approach the middle of 2020, it’s timely to look back on 2019, and look ahead to the rest of this year, and discuss the challenges and opportunities in the appliance retailing business.

This time from a supplier’s perspective.

The appliance sector remains challenging, and extremely competitive, as both established and fledgling brands fight for a slice of the pie. 2019 saw consumer discretionary retail spending flat after tanking early in the year and annual growth in discretionary categories, such as appliances, hit a multi-year low. It wasn’t all bad news, as the increasing emergence of Black Friday and Cyber Monday, and strong post-Christmas retail sales, saw 2019 finish on a positive note as consumers loosened their purse strings.

For leading supplier Fisher & Paykel, designer and manufacturer of award-winning home appliances under both the F&P and Haier brands, 2019 was significant due to changing consumer habits, as outlined by chief operating officer, Jeremy Sargeant.

“2019 saw a significant change in buyer behaviour manifested by the dramatic uplift in Black Friday and Cyber Monday sales which eclipsed all previous years in terms of sales volume and value. The challenge for the industry is that more than ever before huge volumes of sales are concentrated into short windows around significant events, and sales patterns are now very lumpy from month to month. The impact on logistics and supply chain is significant and planning inventory for an unpredictable sales pattern becomes even more challenging.”

In light of these ever-changing circumstances, Retail Insider asked Jeremy about his outlook for 2020, as well as F&P’s hopes and aspirations.

16

Appliance Retailer April / May 2020

“Consistency is probably what we hope for most in 2020 after a 2019 which at times was very unpredictable and erratic. We know there will be some challenges to overcome but have a very passionate and dedicated team supporting our retail partners and a good story to tell with the innovation and design inspired Fisher & Paykel and a very competitive and value offering in Haier. We want consumers to shop in-store and we will continue to invest heavily in industry leading displays and in-store execution to make the consumer shopping experience far more engaging than just a click on a mobile device.”

Similarly, for TCL, global manufacturer and one of Australia’s leading TV suppliers, 2019 presented challenges and 2020 offers opportunities, as outlined by general manager, Jason Carrick.

“The biggest challenge the market faced was definitely related to aggressive average selling price (ASP) decline.

Everyone – suppliers and retailers – are having to sell more products to generate the same revenue. Of course, from the consumers’ perspective, TVs have never been better value and they are getting more for less, so they’re happy and continue to spend on upgraded high-spec larger TVs. The market continues to evolve and we continue to move with changing consumer habits and demands. So as we plan for 2020 and beyond, TCL is looking to launch its first 8K QLED TVs with Onkyo sound. Our range will have more technology and built-in smart options than previous ranges, and our plan is to continue to offer great value for consumers, to build further growth within the market, to expand more premium ranges into more retailers and to give consumers a broader choice of affordable premium TVs.” AR

DISHWASHERS AR

Water and energy efficiency top considerations as consumers become more environmentally conscious

BY EMILY BENCIC

D

ishwashers experienced volume growth in 2019, positively stimulated by falling unit prices as a result of discounting, according to a recent Euromonitor report.

Although built-in dishwasher models recorded growth with an increasing consumer desire to integrate kitchen appliances, freestanding dishwashers continued to dominate sales.

In addition to price, internal capacity and flexibility, as well as energy and water efficiency became important considerations as consumers try to reduce the number of cycles but still achieve efficient cleaning results, the report stated.

Price erosion continues to be a problem for the dishwasher category, particularly for premium brands, as consumers become more willing to take risks and purchase low-value dishwashers from retailers such as Aldi and Kogan. Further, commercial sales are expected to slow and therefore impact manufacturers that operate in built-in models. The slow residential property market may also affect sales.

Euromonitor said Bosch continues to lead dishwasher sales in Australia, despite fierce price competition, due to solid consumer trust and a good reputation for quality.

Water and energy efficiency is the hot topic among manufacturers with all contributions to this feature making mention of its importance. AR

www.applianceretailer.com.au

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AR DISHWASHERS

BOSCH

Nick Ruffell General Manager – Category Development When it comes to the dishwasher category, consumers are looking for innovative products with sleek displays and designs and are willing to invest in a brand that reinforces quality and reliability, Bosch’s Nick Ruffell said.

“Consumers also want to reduce the time and energy spent cleaning up in the kitchen while saving on utility costs,” he said.

Smeg Diamond Series Fully Integrated Dishwasher DWAFI6D15T

`Half

load FlexiZone `Smartdry

(Enersave) `Aquatest

turbidity sensor `Patented

planetary system RRP: $2,290

Kitchen design trends are still showing a preference toward open plan layouts that allow the kitchen to seamlessly blend with living and dining spaces. This means more consumers are taking design elements into consideration, as well as functionality that will best suit their lifestyle.

SMEG

Leon Wolf National Product & Procurement Manager

“In terms of design, Bosch underbench dishwashers are height adjustable for a flush fit or can offer an integrated look with a continuous kick panel. As for functionality, quiet dishwashers are an optimal choice in open plan environments or where the dishwasher is located close to bedrooms. Bosch dishwashers feature advanced noise-dampening insulation and technology and Series 8 dishwashers feature an extra quiet 40dB(A) program.

Necessity, convenience and renovations are driving purchase behaviour in the dishwasher category, according to Smeg’s Leon Wolf, with consumers seeking either entry level, low performance dishwashers or high-end, premium offerings.

“The lower end of the market is thriving due to increased availability of affordable, entry level models. Comparatively in the top end of the market, purchases are influenced by longevity and performance with key considerations including water and energy efficiency, wash performance and design integration.”

“Unique to Bosch, DosageAssist maximises the effectiveness of the detergent tablet by dropping it into a specially engineered tray targeted by water jets for it to dissolve evenly. Bosch dishwashers are among the most efficient in the world with cleaning power of 3,600 litres from just 12 litres of water,” he said. AR

Another major category trend is the increasing popularity of dishwashers that seamlessly integrate into both new and existing kitchens with trending colours more neutral in tone.

“Smeg is home to a dishwasher fit for every kitchen aesthetic from streamlined freestanding designs to semi and fully-integrated styles for a minimalist look,” Wolf said.

Bosch Series 8 Tall Tub Dishwasher SBV88TX06A

`5-star

WELS water rating `Low noise level of 42dB(A) `PerfectDry

based on Zeolith with 3D Airflow even on plastic dishes `Third

loading level for cutlery and utensils for added flexibility and convenience RRP: $2,699 18

Appliance Retailer April / May 2020

The Smeg Diamond Series dishwashers feature a fully integrated design and 6-star water efficiency rating with five wash and five quick wash programs. Championing a sleek, integrated design, the Diamond Series offers large capacity and versatility with the flexi duo cutlery tray that folds and slides to free space in the basket for tall items.

The patented Planetary Wash system is a world first technology. Significantly increasing wash pattern density and cleanliness with angled jets to reach in between every piece of the dishwasher, the unique rotation around two axes delivers the most intensive wash action to date. AR

Tall, quiet, German.

Discover the new tall tub dishwasher from Bosch.

Packed with premium features and boasting an extra-large capacity for tall items, the new tall tub dishwasher is the quietest Bosch dishwasher yet, operating at only 42dB.

Thanks to PerfectDry technology, moisture in the dishwasher is absorbed and converted into heat, drying your plastics more effectively.

www.bosch-home.com.au

TimeLightÂŽ illumination projects the remaining wash time on the floor while the dishwasher is running.

Extra capacity!

Unique to Bosch, the DosageAssist™ detergent system maximizes the effectiveness of the detergent tablet for a superior and quieter wash.

*Euromonitor, retail volume, 2019

AR DISHWASHERS

ELECTROLUX

Tanya Mudge Director – Care & Wellbeing Consumers are seeking dishwashers that meet the needs of their family, while adding to the overall look and feel of the home, as style and design become increasingly important, according to Electrolux’s Tanya Mudge.

Omega Double Drawer Dishwasher ODD614X

“While stainless steel continues to be a popular choice, consumers’ tastes continue to evolve and are more sophisticated than ever with dark stainless-steel becoming more appealing,” she said. “Gone are the days of mismatched colourings in the kitchen. All appliances should serve a style and design purpose as well as be functional.”

`304

grade stainless steel interior including spray arm `Electronic

controls show operation, program options and remaining wash time `Dual

Blower Turbo Drying to accelerate the drying process and remove any humid air `Seven

programs per drawer for alternative washes individually or simultaneously

Another growing trend observed by Mudge is the ability to customise the wash cycle of the dishwasher. “Our Westinghouse dishwasher range allows consumers to choose between a number of settings that will suit the amount of dishes being washed while reducing water wastage.”

Mudge expects more consideration of consumer insights and improvements to current technology to advance the product experience in the future.

“Intuitive appliances are on the rise with features like water control and adjustable cycle settings that allow customisation.” AR

Westinghouse 60cm Freestanding Dishwasher WSF6608KXA `Delay

start from one hour to 24 hours `Fast 30, time saver and half load programs `Anti-flood

device automatically cuts off the water to avoid flooding `Upper

basket is height adjustable to fit larger items in the bottom basket RRP: $1,199

RRP: $1,699

SHRIRO

Michael Sultana Senior Product Manager – Kitchen Appliances With water restrictions in place throughout Australia, there is strong demand for water efficient dishwasher models, according to Shriro’s Michael Sultana.

“Consumers will generally look for ways to ensure they are doing their part to save water in ways they may have not done previously. The dishwasher falls within this category when it comes to buying the first or next dishwasher for the home,” he said.

In addition to being water and energy efficient, consumers expect good performance and reliability from their dishwasher, regardless of their investment, which poses a challenge to the category.

“Most consumers can now access dishwashers at very affordable prices and are using their dishwasher more often. However, the ability to provide clean and dry plates, cutlery, mugs and cups after each wash in a much more efficient way is more challenging than ever before.”

Omega is launching a new double drawer dishwasher – a dishwasher type that has been in the market for years but has not been challenged previously. “We aim to give the consumer an alternative option. With a stainless steel tub, ease of use and single draw wash options, the double drawer dishwasher offers flexibility to be efficient and wash in a variety of ways,” Sultana said. AR

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Appliance Retailer April / May 2020

MIELE

Elisha Pritchard Product Manager – Dishwasher & Dialog Oven The dishwasher category continues to evolve with consumers no longer wanting a dishwasher that simply cleans their dishes, but comes with additional features, is efficient and provides the perfect results every time, Miele’s Elisha Pritchard said.

“Miele continues to drive innovation and this year, we will be the first brand to offer an autonomously starting dishwasher that also automatically doses itself based on the selected wash program.”

LG Steam QuadWash Matte Black Dishwasher XD3A25MB

`15 place settings `5.5-star

water rating `SmartThinQ

technology sends notifications via app `QuadWash

technology sprays water onto dishes from multiple angles RRP: $1,799

The Miele Generation 7000 range including dishwashers responds to an increasing desire for more connectivity via mobile technology.

“Miele customers will be able to use their dishwasher remotely from the newly launched Miele@mobile app, allowing them to select and start programs from their smartphone,” she said.

LG

Brad Reed Senior Marketing Manager – Home Appliances

Australian consumers are also becoming more conscious of their purchase choices and seeking sustainable features and ratings.

Australian consumers continue to lead busy lifestyles and as such, seek home appliances that can help simplify household chores and free up their time, according to LG’s Brad Reed.

“Miele’s Generation 7000 dishwashers will have a completely new water flow system, resulting in one of the best energy and WELS ratings on the market, alongside existing features that help reduce energy usage and water wastage.”

“The dishwasher is now a staple kitchen appliance and in response, manufacturers are developing innovative technologies that meet modern household demands,” he said.

A key challenge for the category is an increasingly conscious society and the need to evolve technology to meet sustainability requirements. Moving forward, Pritchard said connectivity is one to watch as families look to save time and effort, while still achieving a perfect clean and dry result. AR

Dishwashers that complement different kitchen layouts and design schemes, while effectively cleaning a range of dishes are gaining popularity.

“LG QuadWash and Steam QuadWash dishwashers come in a series of colours to match other kitchen appliances and feature a variety of wash cycle options. These dishwashers are designed to wash different types of dishes at the same time, such as large pots and pans or delicate glassware. The Dual Wash Zone option delivers varied water spray intensities to the upper and lower racks to gently clean delicate dishes whilst power-washing dirty pots and pans.

Miele Fully Integrated Dishwasher G6897 SCVi XXL K2O `Wi-Fi

Conn@ct `4.5-star

energy rating `Knock

to open, handleless `15 place settings with 11 wash programs RRP: $3,899

“With LG QuadWash technology, the bottom spray arm mechanism has four rotating blades, two of which have an oscillating nozzle to deliver jets of water from different angles. The arms spin clockwise and anti-clockwise to help ensure water is sprayed into every nook and cranny.”

SmartThinQ technology enables users to start or monitor their dishwasher cycle, track energy and water usage, download new wash cycles and diagnose problems from their smartphone. AR www.applianceretailer.com.au

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AR DISHWASHERS

ARISIT

Andrea Gunn National Retail Sales & Marketing Manager In comparison to other major appliance categories, the dishwasher category appears to be the one with the least amount of new technology and innovation, according to Arisit’s Andrea Gunn.

“In addition to lack of innovation, there is an ongoing issue of price erosion, starting at the premium end of the market, which then has a domino effect on other price points,” she said.

Glem Electronic Stainless Steel Dishwasher GDW25SS `Delay

start `Half

load feature `12 place settings `4.5-star

WELS rating RRP: $749

The primary focus for manufacturers is improving water and energy efficiency, while maintaining the best performance.

“The Ariston LF03C22XAUS dishwasher uses only 9.7 litres of water on a normal cycle and is super quiet at only 42dB(A). It is the perfect combination of outstanding cleaning performance with flexible loading to maximise each wash.”

Ariston is offering bonus delivery and installation for selected dishwashers in conjunction with Harvey Norman. AR

Ariston Freestanding Dishwasher LF03C22XAUS

`Delay

start function `5.5-star

WELS water rating `Zone

Wash technology focuses on a selected rack `Turbo

option reduces the duration of the main programs RRP: $1,149

GLEM GAS

David Gilmore Managing Director The dishwasher category was described as vibrant

by Glem Gas’ David Gilmore, with a broad range of features and new modern designs being introduced.

“Dishwashers tend to be a purchase that consumers enjoy more than some other products,” he said.

When it comes to the purchase decision, there are three key factors taken into consideration – ease of use, efficiency and sophisticated styling.

“New products have been released on a higher frequency, some available in black and other colour options, to suit different tastes and varying kitchen designs.”

Water efficiency continues to play a major role and achieving even greater efficiency could be a challenge, according to Gilmore. “While dishwashers are a mature market, model changes do work well.”

When asked about the introduction of new features, he pointed to innovation in racks, spray arm design and detergent dispensers. “This aims to create faster, cleaner and more efficient dishwashers.

There are also different ways of managing cutlery and long steam wine glasses being tested.”

The Glem GDW25SS electronic stainless steel dishwasher is the hero product in the Glem portfolio. Priced at $749 as a value offer dishwasher, it is exclusive to Harvey Norman, Joyce Mayne and Domayne. AR

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Appliance Retailer April / May 2020

FROM THE FLOOR

The Good Guys – Geraldine Gillespie

T

he Good Guys cooking and kitchenware buyer, Geraldine Gillespie said the dishwasher market often hinges on the renovation and new home market, although discretionary consumers looking for a replacement or upgrade, are just as important to sales.

“There are a number of considerations in the purchase decision for a dishwasher including brand, country of origin, lifestyle needs, price and type of dishwasher – built-in versus freestanding.

Promotional campaigns are also critical to driving dishwasher sales,” she said.

Consumers are also becoming more conscious of their utility bills – water, electricity and gas. They are now well researched and seek appliances that help save them money, rather than add to their household costs, according to Gillespie.

“Consumers are researching water usage rates on products like front load versus top load washing machines and are more environmentally aware.

They also now understand the benefit difference this brings in changing their old appliance to a new one – less wasted water and electricity is good for their pockets and the environment,” she said.

Aesthetics have also become an increasingly important consideration with dark stainless and black colour variants very on-trend, alongside a shift to under bench models.

“These trends are being led by kitchen cabinetry, cooking appliances, refrigerators and even microwaves, toasters and kettles.

Consumers want matching styles within their kitchen, and style trends ultimately should drive manufacturer’s decisions on appliance design.”

The introduction of Wi-Fi compatibility is also moving into the dishwasher market. “At this stage, each brand has their own version, but we expect this to grow when consumers better understand how smart technology can improve their lifestyle and add convenience to their everyday life.”

Aside from the increasing importance of styling and design elements, as well as growing popularity of under bench models that integrate with kitchen cabinetry, purchase habits for dishwashers and the drive to buy has remained relatively the same over time, according to Gillespie. AR

Retravision – Glen Mortimer Despite a downturn in new dwellings, the replacement dishwasher market is performing well with consumers looking for more energy and water efficient models, according to Retravision general manager – retail, Glen Mortimer.

“The most important consideration when purchasing a dishwasher is the quality of the washing and drying cycle,” he said. “Models that offer eco or bio cycles that help save on water or operate at lower temperatures and a quick wash option for lightly soiled dishes, are gaining popularity. Drying cycles can vary, and consumers often look for a quick dry or energy efficient option.”

Technologies which are important to consumers are sensor wash or fuzzy logic technology which measure how dirty the dishes are and adjust the water temperature and cycle duration accordingly.

“Consumers are far more concerned with energy and water efficiency than they have ever been before and this is driving growth in the premium end of the market.”

However, price is always an important purchase driver – not only in the dishwasher category but for electrical appliances more broadly.

“Promotions are a key driver of sales, especially agency brands offering significant savings in cost, while bonus dishwasher tablets or free installation drive good volume.”

Despite the rise in online shopping, Mortimer said the majority of dishwashers are purchased in-store with online sales only representing around 5% of all appliance purchases. AR

www.applianceretailer.com.au

23

AR FOOD PREPARATION

Multi-functionality remains buzzword

BY EMILY BENCIC

24

T

he blender category returned to growth in 2019, growing 4% in value with even stronger growth rates in the second half, according to GfK data.

A recent Euromonitor report confirmed an increase in the average sell price (ASP) of food preparation appliances in 2019 as manufacturers improved product features and quality for more precision and versatility. More specifically, food processors were the fastest growing segment in the food preparation category.

Australians appreciate convenience and consumers do not want to spend too much time chopping food items. Multifunctional food processors are also useful in building confidence among consumers with limited cooking skills and for combining multiple machines in one, the report said.

Appliance Retailer April / May 2020

Meanwhile, blenders experienced a volume decline as consumers looked to increase benchtop space by reducing the number of appliances in their household, with some consumers opting for food processors instead.

However, product recalls and customer complaints about entry-level products continue to increase, raising concerns about quality.

Euromonitor gave the leadership title to Breville for food preparation appliances with both Breville and Kambrook consistently performing well on product review websites, according to the report.

From suppliers’ point of view, consumers are seeking versatile products that cater to healthy lifestyles and they need a reason to opt for home cooking over ordering delivery or purchasing preprepared meals. AR

“For the ultimate burst of colour, Smeg’s Sicily is my Love collaboration with Dolce & Gabbana makes a bold, striking statement in any kitchen,” Banbas said.

“

There has been a rapid increase in purchase options. As a result, consumers are prioritising performance, longevity and design, in addition to price, as key purchase considerations.

”

SMEG

Arthur Banbas Small Appliance Manager Time-poor consumers are seeking efficiency, longevity and quality results from technological innovation when expanding their food preparation appliance collection, Smeg’s Arthur Banbas said.

“With its 70 plus year cooking heritage, Smeg creates appliances that are not only technologically advanced and intuitive, but offer value for money, stand the test of time, make a style statement and consistently perform.”

In addition to colour, consumers are seeking multiuse appliances. “The Smeg stand mixer offers a number of accessories including the new ice cream accessory, versatility, style and innovation with its patented flex edge beater backed with a 10-year motor warranty. The Smeg blender is another multi-use appliance combining Smeg’s signature 50s style silhouette and high-tech performance.”

However, the performance of the food preparation category is being impacted by price deterioration.

“With an array of small appliances designed and manufactured at varying price points, there has been a rapid increase in purchase options. As a result, consumers are prioritising performance, longevity and design, in addition to price, as key purchase considerations,” Banbas said. AR

Smeg Hand Blender HBF02 & Food Processor Accessory HBFP01 `700-watt

motor `Removable

gear box `1.5 litre dishwasher safe Tritan bowl `Four

discs for shredding, slicing, chopping, mincing, blending, mixing and emulsifying RRP: $249 HBF02 / $169 HBFP01

Consumers are also looking to colour to bring life to streamline kitchen aesthetics and express their individuality. In response to this trend, Smeg offers some of its small appliances in a wide variety of colours. For example, the Smeg stand mixer is available in eight colours across three different models.

PROMOTION

With the purchase of a Smeg HBF02 hand blender, consumers will receive a Smeg digital scale valued at $99 via redemption. For every BLF01 blender purchase, consumers will receive a BGF01 bottle to go valued at $49.95 via redemption. Alternatively, consumers can redeem a SMSG01 slicer grater and SMMG01 multi-food grinder attachment with every Smeg stand mixer purchase valued at $348. These promotions run from 1 April to 30 May 2020.

www.applianceretailer.com.au

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AR FOOD PREPARATION

“

Breville has launched three new models of the Juice Fountain Cold…the only juicers on the market that can produce up to two litres of juice.

”

BREVILLE

Chris Travis General Manager – Food Preparation Health and wellbeing continue to be a major trend in the food preparation category and Breville’s Chris Travis expects this to keep growing.

“Consumers are increasingly conscious of their health and dietary habits and are open to trying new healthy living practices,” he said.

“There is no denying that increased consumption of fresh fruits and vegetables provide health benefits, and both juicers and blenders are excellent in processing these ingredients to produce smoothies, juices and beverages.

However, consumers are becoming more astute and are seeking product solutions that lead to better results, while looking for quicker and easier ways to help integrate better health and wellbeing practises into their daily routines.”

Travis believes the biggest challenge for the category is the vast array of choice available to consumers and helping them decide which products are best suited to their home and lifestyle.

“Breville has been working on some unique retailer and online solutions to help with this.”

In the juicing segment, Breville has launched three new models of the Juice Fountain Cold featuring Cold Spin Technology (BJE830, BJE530, BJE430). Not only do they deliver fresh juice as cold as a cold press, they feature a patented elevated spout design making them the only juicers on the market that can produce up to two litres of juice. AR 26

Appliance Retailer April / May 2020

Breville the 3X Bluicer Pro BJB815

`Vac Q compatible for vacuum blending `Three

appliances in one – blend, juice or bluice `Extra

wide 88mm chute for juicing whole fruits and vegetables `Kinetix

bowl and blade system for blending and five one-touch programs RRP: $649.95

PROMOTION

The Breville Bluicer is new and innovative technology so there is a strong emphasis on consumer education with a digital-first approach to drive awareness and engagement.

This includes paid search, social media, remarketing and YouTube advertising, which all funnel through to a microsite tailored to the decision-making process when deciding whether to blend, juice or bluice.

To complement this, Breville has installed sophisticated in-store point of sale solutions that showcase the flavours, variety and fun unique to the Bluicer. For Mother’s Day, the 3X Bluicer Pro has a bonus Vac Q offer, valued at $129.95, via online redemption.

Smeg’s ground-breaking technology meets the sophisticated design and charm of the collection’s namesake in the Portofino freestanding cooker. In colours inspired by the lavish Italian Riviera, it can bring your oven to 200°C in 6 minutes, and Italian opulence to your kitchen in less.

smeg. c o m. a u

Unrivalled triple-fan freestanding cooker in choice of 8 colours

COOK WITH COLOUR

AR FOOD PREPARATION

DE’LONGHI

Nicole Warwick Junior Category Manager De’Longhi’s Nicole Warwick said the increasing shift towards smaller living spaces has resulted in stronger demand for compact and multipurpose appliances.

“This is contributing to the projected growth of 11.9% for food preparation appliances by 2023 and products that capitalise on versatility will continue to win in this space. Price is no longer the main incentive for this category – consumers are looking for long lasting, multifunctional solutions.”

Sunbeam Mixmaster The Master One MXM5000

`Large

five litre bowl `Variable

control dial with eight speed settings `Planetary

action with 360-degree bowl coverage `‘Dough

Durable’ ideal for pastry, pizza and bread dough RRP: $349

Warwick said food preparation appliance purchases continue to be driven by new life stages for consumers, for example starting a family, coupled with a desire to live healthier lifestyles and understand what is in the food they are eating.

“Consumers are interested in a versatile and user-friendly tool to become closer to the cooking process. For this reason, hand blenders in particular, will capitalise on this trend with their compact design and powerful performance.

Braun hand blenders also come with additional food preparation attachments such as spiralizers, mashers, choppers and food processor on top of the powerful blending function.”

However, Australians are losing their ability to cook in favour of opting for quick food delivery services. “We need to inspire consumers and readjust the way they cook and prepare meals at home by prompting them with useful information, tutorials and recipes online.” AR

NEWELL BRANDS

Katie Cannaby Brand Marketing Manager – Food Preparation

Braun MultiQuick 7 Hand Blender MQ7077X

`1000-watt

motor `SplashControl

technology `World-first

Active Blade technology `PowerBell

Plus provides extra cutting area, blends whole foods in seconds RRP: $209

As consumers become increasingly time-poor, the ease of home food delivery and growing options of pre-prepared food in supermarkets mean consumers are not creating food at home as frequently, and in turn, this is impacting the food preparation category, according to Newell Brands’ Katie Cannaby.

“In 2020, the category must work harder to stay relevant with consumers, who must be reminded how quick and easy home preparation can be to help reverse the declining category trend,” she said.

While personal blenders are suffering, traditional blenders are experiencing double digit growth, and Cannaby attributes this to ongoing feature and technology innovation. “This keeps them relevant and in line with the direction of food trends meaning they remain a must have for every household.”

Although consumers are preparing fewer meals from scratch and staple food preparation appliances are being used less often, multifunctional appliances with cross category functions will help buoy the category. “They expand consumer creativity as the appliance is no longer pigeon-holed into just one task, for example, a salsa setting on a blender or a cake mix setting on a food processor.” AR

NEWELL BRANDS PROMOTION

For a limited time, Sunbeam is offering a bonus five litre glass bowl, valued at $49.95, with the purchase of The Master One Planetary Mixmaster.

28

Appliance Retailer April / May 2020

WX Series

The Quiet Achiever

Dark Mahogany*

Diamond White

Argent Silver

*MR-WX743C only

Food preservation was never this easy Versa Drawer

Supercool Chilling Case

Automatic Ice Maker

The Versa Drawer offers the ultimate functionality in preserving food quality without losing moisture and taste. The Versa Drawer has two main modes, Supercool Freezing and Hot Freezing.

The Supercool chilling function is ideal for storing meat, fish, or other perishable food without freezing it. This provides the convenience of food ready to cook without the need to defrost it.

There is no need for a separate plumbing connection. The removable water tank can be filled with water and all the parts are completely washable.

Contact your local Mitsubishi Electric Sales Representative for more information

Phone:1300 280 625

AR BENCHTOP COOKING

Health and convenience trends influence buying habits

BY EMILY BENCIC

30

W

ithin the benchtop cooking category, multi-cookers continue to be highly soughtafter, experiencing growth for the second consecutive year in 2019 with revenue increasing 14%, GfK data has shown.

A recent report from Euromonitor found that air fryers and rice cookers were the most dynamic products in the small cooking appliance space due to the growing health and wellness trend among consumers, as well as the improved flavour that these products offer.

In light of these trends, breadmakers, deep fryers and electric grills suffered volume declines

Appliance Retailer April / May 2020

in 2019, as they are perceived as ‘unhealthy’ by Australian consumers.

Breville was crowned the leading brand in small cooking appliances by Euromonitor for 2019, while Philips was regarded as the best air fryer brand, reflected by its large volume share and performance on product review websites.

From a supplier perspective, in addition to the health and wellness trend pointed out

by Euromonitor, there are three key trends – products that offer genuine innovation are winning over consumers, there is increasing demand for fast and easy meals with minimal preparation and social media is influencing purchase decisions more than ever before. AR

BREVILLE

Tom Groundes-Peace Global Category Manager – Cooking Benchtop cooking was in need of new innovation and that’s why the microwave category has been a key focus for Breville, Tom Groundes-Peace said.

“After many months of research, we identified an opportunity to create a microwave range that was different to anything else on the market.”

“The new Combi Wave 3 in 1 now includes air frying, convection oven and microwave functions to offer an extensive range of cooking methods from baking and roasting to grilling and cooking.

We spent hundreds of hours in our test kitchen to develop these functions to deliver results simply and easily. The goal was to create a microwave that could do more than just reheat and defrost.”

Breville also saw an opportunity to reduce the noise that microwaves generate and developed a new soft close door mechanism that is 80% quieter than previous models. Further, cooking operation noise has been reduced by 50% through more efficient electronics and cooling systems.

“Convenience is a key consideration for microwaves and benchtop cooking so we wanted to ensure our new range was easy to use and could speed up cooking times. Our Fast Combi setting combines convection oven, grill and microwave functions for a much faster cook. For example, we were able to roast a chicken in the microwave in half the time it would take in a standard oven.

“Air frying as a cooking function is relatively new to the category but reflects the shift in consumer eating habits towards healthier options.”

When it comes to category challenges, GroundesPeace said the benchtop cooking market is highly saturated and therefore, to succeed manufacturers need to have a highly differentiated offer. AR

Tefal Cook4Me+ Connect

`One

step opening and locking lid `Intuitive

and intelligent LCD control panel `Bluetooth

connectivity to download recipes from the app `Automatic

cooking and steam release that switches to keep warm when ready RRP: $499.95

TEFAL Breville the Combi Wave 3 in 1 BOM870

`80%

quieter with unique soft close door `Element

iQ System combines smart algorithms with precise temperature control `Power

Smoothing inverter automatically adjusts power intensity for even heat distribution `Fast combi function combines the functions of the convection oven, grill and microwave power for a faster cook RRP: $749.95

Karima Bordreuil Senior Product Manager Within the electrical cooking pot category, multicookers with pressure cooking are driving growth, increasing 19% in value in 2019, reflecting strong consumer demand for fast and easy meals, Tefal’s Karima Bordreuil said.

“Innovation and performance are at the forefront of product development for Tefal, with products that not only provide second to none performance but also smart technology,” she said.

Healthy cooking continues to be a key trend, paired with reduced cooking times, and this is where the new Tefal Cook4Me+ fits in as it allows home cooks to create meals at the touch of a button.

“Tefal will continue app development to work alongside pressure and multicookers for recipes and the ability to create shopping lists,” she said.

“With the recently launched Cook4Me app, Tefal is embracing the trend of offering more services around the products, especially with content such as tips, recipes and additional support through smartphone apps and digital content.”

The Cook4Me+ Connect is Tefal’s first smart appliance with Bluetooth connectivity and is the first connected multicooker in the Australian market. It enables consumers to connect the multicooker with the app and download new recipes directly to the appliance. It is also the only multicooker with step-by-step on-screen instructions and smart pressure release. AR www.applianceretailer.com.au

31

AR BENCHTOP COOKING

Crock-Pot Express Easy Release Multi Cooker CEP210 `New

front access easy release steam dial `Removable

and dishwasher safe inner cooking pot `More

cooking functions with simmer, boil and manual pressure mode `New

status bar that tracks the status of pressurisation and pre-heat progress RRP: $169

Marie Liganaris Brand Marketing Manager – Heated Cooking

“The pressure cook function means meals are cooked in a fraction of the time compared to traditional cooking methods, giving consumers more time away from the kitchen and more time doing things they would rather be doing,” she said.

Consumers want quick and easy recipes that require minimal preparation time with ingredients that are easily accessible, and this trend is driving market penetration of multi-cookers. However, category awareness remains a major barrier to further growth.

“It is therefore important for brands to educate shoppers and increase their awareness and consideration for multi/pressure cooking and show how easy the cookers are to use.”

Crock-Pot has introduced a new easy steam release dial to reassure consumers that multicookers have advanced safety features and to eliminate fear of releasing pressure. AR

NEWELL BRANDS PROMOTION

MasterChef star and brand ambassador, Poh Ling Yeow is back with new recipes made in the Crock-Pot Express and will be featured in key retailers showcasing her quick and easy creations that anyone can do at home.

32

Appliance Retailer April / May 2020

Chasnyn Ousmand Product Marketing Manager – Small Appliances The benchtop cooking category remains stronger than ever with home-cooking a popular pastime and an opportunity to be inventive in the kitchen, according to Panasonic’s Chasnyn Ousmand.

“The kitchen is no longer just a ‘workspace’, it is a place for family and friends to share experiences and create great food. This is why consumers take more pride in making their kitchens more attractive and welcoming,” she said.

Consumers want to experiment in the kitchen, but also seek convenience and quality, which is why all-in-one products are increasingly popular.

“In an environment where consumers are busier than ever before, technology is at the forefront to make cooking more efficient, while enhancing food quality,” she said.

NEWELL BRANDS

Multi-cookers are experiencing strong growth, driven by consumers who want to save time but still seek nutritious home-cooked meals for their families, Newell Brands’ Marie Liganaris said.

PANASONIC

Panasonic Rice Cooker SRDF18WST

`One-touch

operation `Adjustable

temperature and cooking times `Automatically

switches to keep warm mode when cooking is complete `Not limited to rice, can be used for other dishes including porridge, soup and dumplings RRP: $149

“When it comes to cooking rice, the traditional method to achieve perfection in every batch has become obsolete as consumers are increasingly time-poor and seek more efficient cooking options.

Rice cookers are fuelling market demand for improved quality and convenience – making them highly sought-after in the cooking space.”

Panasonic’s top-of-the-range rice cookers, the SR-DF181WST and SR-CN188WST, feature a newly designed 2.2mm thick inner pan with six separate layers to cook up to 10 cups of rice. However, rice is not the only thing users can cook; they can produce steamed dim sum, macaroni and cheese, curries and desserts at the touch of a button. AR

Bi-Rite Home Appliances

FROM THE FLOOR

– Kong Luc

Kitchen Warehouse – Justine Murphy

C

onsumers are looking for benchtop appliances that are easy to use, efficient and don’t take up too much bench space, according to Kitchen Warehouse owner, Justine Murphy.

“This has driven strong demand for multi-cookers which are rapidly becoming a must-have item as consumers become increasingly time-poor and kitchen spaces become smaller. Appliances now need to do more of the heavy lifting,” she said.

Specialty appliances, such as pizza makers and air fryers, are also becoming more popular because they help consumers achieve restaurant quality dishes at home.

“Products that can be used to cater for more than just the immediate family, such as party grills, are also highly sought-after.

We expect Instant Pot to be a game-changer because it is versatile yet compact and will help people maximise their time and achieve incredible results.”

As for new technology to watch for, Murphy said benchtop steam ovens and benchtop convection/air fry ovens.

“Until recently, steam ovens and convection/air fry ovens were out of reach for most people, but they are now available as benchtop appliances and people are starting to realise just how practical and useful they are. In addition to health benefits, they are convenient and provide fast ways to cook high quality, delicious food.”

Murphy has also observed a notable uplift on appliances that have health and wellness benefits.

“There is a definite swing to consumers wanting to get back into the kitchen and make food from scratch, so DIY, dehydrators, yoghurt makers and the like, are becoming increasingly popular.”

On a final note, she said, “When it comes to new or innovative products, promotions are important because we need to educate customers and draw their attention to what is new.” AR

Despite slow growth year-on-year, benchtop appliances remain a relevant category for both consumers and retailers alike, with new innovations, aesthetic design and the influence of social media expected to assist momentum in 2020, according to Kong Luc, category manager at Bi-Rite head office.

“Whether we as retailers care to embrace it or not, social media is becoming just as relevant as television cooking shows,” he said.

“An image of a lavish meal on Instagram can have as much impact on a consumer as a 30-minute cooking segment on television.

Consumer buying habits, not just for benchtop appliances, is now heavily influenced by social media following and online reviews.”

When asked about the most popular product segments within the category, Luc said the market is starting to see significant demand for multi-cookers as technology improves and consumer education increases.

“Manufacturers are improving existing features as well as introducing new cooking functions such as deep fry, steam and even bread or cake making, to further increase versatility. User interfaces have become more intuitive with built-in recipes and mobile app integration. And most importantly, the user experience has improved around pressurerelease systems and cooking duration – often considered pain points. Although air fryers are a well-established segment, consumer demand has not slowed.”

Simple operation and easy cleaning are a must, along with aesthetic design becoming equally as important. “Consumers are conscious about complementing their modern kitchen and other appliances.” AR

www.applianceretailer.com.au

33

AR GARMENT CARE

CAREful is the word when it comes to garment care

Advanced features, changing lifestyles and growing consumer awareness of increased sustainability are leading the growth of the garment care market.

BY KYMBERLY MARTIN

TEFAL

Noel Hsu Senior Product Manager Garment steamers are experiencing a rise in popularity due to a change of lifestyle and cultural shift in both the personal and professional lives of many consumers was the outlook on the category offered by Tefal’s Noel Hsu. “Certain workplaces no longer have strict dress codes and work wear is becoming more casual.

The traditional iron and ironing board aren’t as necessary as in the past, opening up ways for new solutions to linen care, such as garment steamers,” Hsu said.

And buying behaviour has changed as consumers become more conscious with their purchase decision, contributing to the movement on waste reduction and tidying up the living space, and more likely to invest in a better quality garment care product that will last longer.

“The strongest trend we are seeing in the garment care category is for high efficiency steaming and effective ironing without the hassle of handling and storage. For the tech driven generation, the most common frustrations are with inconvenient storage or bulky and heavy appliances that are cumbersome and awkward to handle. This is why products like the new Tefal IXEO Power can combat all of these frustrations leading to a more enjoyable experience.

“Another factor contributing to category success is that Tefal offers a wide range of products that cater to each of the five main types of consumers identified in the developed market.” From the ‘inexperienced’ who only want what is necessary, the ‘simplicity seekers’ who want the job done quickly and well, through to ‘expert users’ looking for a professional result at home. Following on from these are ‘demanding carers’ who deal with big loads of linen and need a product to achieve this, as well as ‘high-tech and design enthusiasts’ who want more than just well-ironed clothes.

Tefal is currently the only brand that has won Product Review awards two years in a row in linen care for the TurboPro range of steam irons, he said.

34

Appliance Retailer April / May 2020

Tefal IXEO Power All-In-One Solution

`Built-in

three-position Smart Board `Ergonomic

upright design with integrated adjustable support `High

pressure steam boiler and ultralight steam head for ironing RRP: $699.95

When it comes to challenges, Hsu said the macroeconomic situation, together with changes in buying behaviour means traditional garment care products might face difficulties when it comes to reaching past volumes.

“The shift in volume vs value shows that consumers are willing to spend more on a single product in order to achieve the high quality and technological innovations that are important to them, as opposed to something cheap that won’t necessarily to the job. These factors prove the market is maturing and increasingly discerning when making a purchase. Consumers are looking to invest in a product and expect to have it for quite a length of time and will only be looking to purchase again to replace a broken product, or upgrade to something else as their needs change.”

In July, Tefal will launch the IXEO Power All-InOne Solution. More intuitive with more powerful steam than the original model, it has a steam output comparable to a boiler steam generator. It brings together the benefits of an iron and a steamer, complete with an exclusive and patented built-in Smart Board that can function in multiple positions for versatility and ergonomic use. The main unit and steam head detach from the Smart Board for steaming and sanitising upholstery, curtains and bed linen with minimal effort, removing up to 99.9% of bacteria. AR

DE’LONGHI

LG Styler Steam Clothing Care System

Nicole Warwick Junior Category Manager

`TrueSteam

technology refreshes and deodorises between washes `Pants

Crease Care `Steam

powered sanitary cycle helps reduce common allergens

Consumers are becoming more sophisticated and discerning when it comes to linen care products, Nicole Warwick said. Researching their choices more thoroughly, understanding the technology and how it works for their needs and are willing to spend more money to satisfy that need. “Social and environmental responsibility is also playing a larger role in the purchase decision,” she said.

RRP: $3,299

LG ELECTRONICS

Brad Reed Senior Marketing Manager – Home Appliances

Sustainability has again been raised with increased awareness of the social and ecological impact of disposable fast fashion. Consumers are mindful of their purchases and choosing environmentally conscious fabrics in an attempt to limit their wardrobe's effect on the planet.

Another perspective on the category came from Brad Reed who said time poor Australians are faced with the ongoing tasks of constant washing and ironing as well as dry cleaning that can be an expensive process. “Consumers are looking for ways to simplify these processes and manufacturers are responding with clever solutions such as innovative technologies and new feature offerings. Forward-thinking home appliances with a new approach to clothing care can help reduce dry-cleaning trips and costs,” Reed said.

According to Warwick, this trend has seen the fashion industry ‘go back to nature’, sourcing natural materials from plants, the ocean and food waste to produce sustainable textiles. These new textiles will need to be clearly and adequately labelled to ensure the fabrics are washed, ironed or steamed at the appropriate temperature.

Innovation across the steam station category has seen the release of products that help consumers take the guesswork out of ironing.

With Australian consumers feeling more timepressured than ever, apps such as ‘Laundromap’ that offer on-demand professional dry cleaning and laundry service are gaining traction. Warwick said being free of the tedious activity of doing laundry and pressing clothes is now as simple as a tap of the smartphone.

“We aim to bring innovations that simplify consumers’ lives, and this is the case with our world-first FreeGlide 3D technology,” she said. AR

Braun CareStyle 7 Steam Station IS7056BK

`Eloxal

3D soleplate `Two-litre

removable water tank `Auto

shut off and Anti Drip RRP: $699

Enter the LG Styler, designed to help reduce time spent ironing garments, refresh clothes between washes and reduce, but not replace, the frequency of dry cleaning. Using TrueSteam technology and oscillating hangers, the LG Styler gently shakes clothes, reduces wrinkles and dispels unpleasant odours from fabrics between washes. Certified by the British Allergy Foundation, the steam powered sanitary cycle also helps reduce common allergens such as house dust mites and bacteria from clothing and fabrics.

The LG Styler is ideal for clothing that should not be regularly washed or dried in traditional washers or high temperature dryers. It can refresh a range of fabrics and garments between washes including woollens, knits, jackets, trousers and sportswear. By using a low heat drying approach, through heat pump technology, the LG Styler gradually reduces the moisture contained in the fabric, reducing the likelihood of shrinkage and crusty creasing caused by over drying.

Through LG SmartThinQ technology, users can track energy consumption via the app, monitor the Styler and store up to four different cycles on the appliance at one time. The LG Smart Diagnosis feature offers convenient support and the ability to control the appliance via Google Assistant. AR www.applianceretailer.com.au

35

AR GARMENT CARE

SAMSUNG

Jeremy Senior Head of Consumer Electronics According to the National Allergy Strategy October 2019, four million Australians suffer from at least one allergy, and together with a heightened public concern about air quality and the spread of germs and viruses, the standard of clothing care has changed.

Sunbeam SGS0900 Power Shot Handheld Garment Steamer `45%

more steam for faster results `Ready

to use in less than 60 seconds `240mL

water tank for up to 14 minutes of continuous steam RRP: $49.95

“We are now more conscious than ever about personal appearance and hygiene, and as a result, demand has sharply increased for products and services that help sanitise and prevent the spread of bacteria,” Samsung’s Jeremy Senior said.

“

Garment steamers are making their way as a supplementary way to ironing, rather than replacing the traditional method of using steam irons.

He said whilst products focused on steam cleaning are increasingly recognised for their ability to kill germs and allergens and deliver a deeper and more hygienic clean, there’s currently a lack of products that are able to effectively refresh and sanitise clothing between washes.

NEWELL BRANDS

While traditional irons are slightly declining Year-On-Year (YOY), garment steamers continue to grow, increasing 28% YOY, Santiago Magnoni told AR, mainly driven by handheld garment steamers, citing the latest GfK data.

“Garment steamers are making their way as a supplementary way to ironing, rather than replacing the traditional method of using steam irons. People want to enjoy their time so are looking for fast and easy solutions when it comes to a chore such as ironing.”

“The AirDresser represents a fundamental change in how Australians are increasingly concerned about preventing the spread of germs and eliminating odours. It will enable customers to refresh and sanitise their clothes in a way that is both effective and convenient.”

A completely new product in the garment care category, its advanced smart technology claims to differentiate it from traditional steam stations. It not only helps save time by quickly and conveniently refreshing clothes, the built-in Jet Air system blows air in four directions to loosen dust and remove most odours caused by sweat, tobacco, cooking and dry cleaning. It also helps remove up to 99% of certain viruses and bacteria, house mites, odour causing gases and other harmful substances. AR 36

Appliance Retailer April / May 2020

”

Santiago Magnoni Brand Marketing Manager – Home Care

Most Samsung front load washing machines include a steam feature, an effective and non-hazardous way to help eliminate germs and bacteria in clothing.

Now, with the launch of AirDresser, Samsung is taking garment care to the next level by removing odours and dust, to quickly and effectively refresh clothes between washing and dry cleaning for extended wear.

In October 2019 Sunbeam launched the SG1000 Power Steam, its first handheld garment steamer.

Samsung AirDresser

`Attacks

odours inside and out `Steams

away germs and allergens `Gentle

drying and special care for delicates RRP: $3,999

“Sales have been very strong and exceeded initial expectations. Consumers are particularly enjoying the extra-large water tank with a 300mL capacity, and the benefit of not needing to refill the tank every time they use the steamer,” he said.

Sunbeam will introduce the Powershot handheld steamer in early May 2020. Among the features are a shot of steam button for tough wrinkles, 240ml water tank and two attachments in a compact size for easy storage and portability. AR

LAUNDRY

AR

Steam cleaning and sustainability the new thinking on laundry KYMBERLY MARTIN

I

mprovements in energy efficiency and capacity have boosted demand for automatic dryers as declining and stagnating unit prices, especially for condenser dryers, serve as an incentive for consumers to replace their old automatic dryers, according to the latest data from research group Euromonitor International.

New features on home laundry appliances such as auto dosing, self-cleaning features and noise reduction are also proving to be good selling points for industry players while smart, sustainable and energy efficiency are key features driving prices up for some premium brands.

Chinese brands are also building on their presence in the category, the Euromonitor report revealed, with consumers displaying a willingness to purchase these appliances due to their competitive pricing and satisfactory quality levels.

Several contributors to this feature have noticed a consumer trend towards steam cleaning that cuts down on dry cleaning and sustainability when it comes to prolonging the life of the garment, thereby reducing landfill. AR

www.applianceretailer.com.au

37

AR LAUNDRY

HISENSE

Andre Iannuzzi Head of Marketing Since launching into this category and expanding the range in recent years, demand for Hisense washers and dryers has grown exponentially and the company is seeing significant growth potential in the years ahead, according to Andre Iannuzzi.

He said Australians are becoming increasingly ‘conscious consumers’. “While energy efficiency will continue to be sought-after, we are starting to see an uptick from consumers trying to be more sustainable with their fashion choices and that includes looking at ways to get a longer life out of their clothes.” High-quality laundry appliances have an important role to play in helping consumer’s garments last longer, he said.

Bosch Home Series 6 Front Load Washer WAU28490AU

`Child

lock/reload function `AquaSecure

anti-flood protection `5-star

energy /4.5-star water ratings RRP: $1,899

BSH HOME APPLIANCES

Nick Ruffell General Manager – Category Development

In recognition of this Hisense has developed technologies to prolong clothing quality.

“People are looking to make better use of their time and are gravitating towards laundry appliances that offer shorter washing and drying cycles and Hisense washing machines meet this need by offering Quick Wash, which washes loads up to 2kg with a speedy 15-minute fast wash.”

Consumers are looking for premium quality front load washing machines with high energy and water efficiency ratings that will have a lower environmental impact, as well as convenient features from a brand they can trust. Bosch front load washing machines and heat pump dryers are engineered to address all of those needs while providing the best fabric care and appliance longevity, according to Nick Ruffell.

While acknowledging that innovation is exciting, Iannuzzi said it is often the simple things that make all the difference to a consumer browsing the shop floor, like an interface and panel that is easy-to-use or a quick wash setting that makes doing the laundry feels less like a chore.

“Functionality and practicality is everything in the laundry segment,” he said. AR

“There is also a consistent trend for larger capacity appliances and overall convenience along with hygiene care. Bosch AllergyPlus washing machines offer a 60-degree wash program that boasts 99.99% of bacteria removal,” Ruffell said.

Hisense Dryer HDHA80

`IonTech

technology reduces smells, allergens, static and creases `Inverter

compressor lowers drying temperatures and prevents garment shrinkage `Twin

Flow technology injects hot air in the rotating drum to dry larger loads more efficiently RRP: $1,299 38

Appliance Retailer April / May 2020

Bosch laundry appliances also feature VarioPerfect, which offers a choice between saving time or energy, along with special programs for different types of fabrics or stains and i-DOS automatic dosing system, which automatically doses the precise amount of laundry detergent.

“Bosch washing machines and energy efficient heat pump dryers have been engineered to be more intelligent and water and energy efficient than ever before, meaning they are gentler on clothes and ultimately help to protect our environment.”

Rated number one for Value for Money by Canstar Blue, Bosch front load washing machines provide excellent wash results and convenient programs to make life easier. “Thanks to the renowned Bosch reliability and German-engineered quality, you’ll also enjoy quiet operation and great water and energy savings throughout the lifetime of the appliance,” Ruffell said. AR

LG ELECTRONICS

Brad Reed Senior Marketing Manager – Home Appliances As consumer demands change, manufacturers are providing products that deliver convenience and efficiency and how smart technology is responding to these consumer expectations particularly in the laundry, is an important trend in this new decade, Brad Reed said.

Miele Front Load WCE330

`Power

wash 2.0 with single wash `TwinDos

measures and dispenses detergent `Adapts

water, energy and detergent for loads under 1kg RRP: $2,299

“Consumers are looking for appliances that provide easier and more personalised experiences and in 2020 Artificial Intelligence (AI) is leading the way. We have integrated AI technology into a suite of LG appliances, including our AI Direct Drive (DD) front load washing machine range, which is an innovative solution for busy households to simplify laundry tasks.

“For example, through the power of AI, the washing machine can tailor each load by assessing the load weight and garment textures. The technology leverages an accumulated database of thousands of pieces of stored information relating to washer usage and varying wash cycles,” Reed said.

While consumers expect their home appliances to be efficient and high quality, they are also environmentally conscious and are looking for washing machines that deliver a quality wash, with minimal environmental impact too.

In addition to the advanced AI functionality integrated in range this year, LG have introduced the TurboClean 360 feature on Series 9 models that washes a half load of lightly soiled clothes in 39 minutes while the 3D Multi Spray system, delivers jets of water in four different directions simultaneously, to help fight stubborn stains. AR

MIELE

Rachel Lewis Senior Product Manager – Laundry and Care

LG Series 9 Front Load Washer WV9-1408W

`Motion

Direct Drive for best combination of washing options `Steam+

Cycle assists in the removal of common household allergens `AI selects the best option for a thorough clean, reducing clothing wear and tear RRP: $1,319

“Miele is seeing more customers seeking to ‘buy once and buy right’ when it comes to a washing machine or dryer,” Rachel Lewis said. And one of the strongest trends is coming from consumers seeking quality appliances that stand the test of time and reduce the impact on the environment.

“Sustainability continues to be an important focus for Miele as we introduce new innovations later this year that will reduce energy and water usage, as well as make our customers laundry loads even easier to get through,” Lewis said.

Steam care also continues to gain popularity, particularly as consumers understand that it can minimise ironing time by up to 50%, or make ironing completely unnecessary, she said. The new Miele range of washing machines will have a preironing function throughout the whole range to smooth garments before they leave the drum.

New washing machine and dryer models will include a convenient AddLaundry function possible during the wash cycle until just before the program ends while the QuickPowerWash function has been improved to 49 minutes. The SingleWash program on selected models adapts the duration, water, energy and detergent use for loads under one kilogram, for washing a couple of items that need to be washed quickly.

Hero products are the WCE 330 washing machine with PowerWash 2.0 and WCE 670 washing machine with TwinDos, Lewis said bring innovation to the mid segment of the portfolio.

The matching dryer, the TCE 630, is Australia’s only 10-star energy rated 8kg heat pump dryer. AR www.applianceretailer.com.au

39

AR LAUNDRY

ARISTON

Andrea Gunn National Retail Sales & Marketing Manager Ariston’s Andrea Gunn has also observed a growing demand for more economical, larger capacity machines “within the smallest footprint possible”. With manufacturers continually investing in R&D the company is seeing machines meeting these needs, while also adding innovative features and technologies. “These features are constantly improving wash times and wash flexibility while maintaining the best possible energy and water efficiency without compromising on the end result,” Gunn said.

Speed Queen Top Load AWNA62 `92.3-litre

bowl `Washes

a full load in 37 minutes `210-degree

arc agitator rotation RRP: $2,695

“However, even with the addition of all these new and improved technologies, the main issues currently facing the front loader category are the declining ASPs and disparity between the entry and premium price points.”

SPEED QUEEN

Craige Cole National Retail Sales Manager

And the addition of steam is another emerging trend. “The new Ariston Natis front loaders offer a steam pack, allowing consumers to refresh garments which traditionally they would only dry clean. And with all types of allergies are on the rise, steam also ensures that 99.9% of bacteria and allergens are removed from fabrics,” she said. All Natis models feature a new final care option which can be activated if unloading the washing machine at the end of the cycle is not possible, with a special tumbling action for up to six hours, or until clothing is removed, reducing ironing time and keeping the load refreshed. A rapid wash option reduces wash time without reducing the selected load size. AR

Climate change is affecting all aspects of life and business and the laundry industry is no different, was a view of the category put forward by Craige Cole.

“Bushfires, drought and floods had an effect on the laundry business, but these events to date have, and will continue to have, a more immediate effect on the laundry category than the ups and downs of the economy,” Cole said.

“Less noticeable, but still having a significant long-term effect is the rapid rise in the number of Australians choosing to live in shared accommodation or apartments.”

As people become more aware of a human’s effect on the planet, there is also a trend towards products that not only use less water and energy but are more reliable, last longer and are manufactured and packaged with an emphasis on recyclability, he said.

Ariston Heat Pump Dryer N11HPLWAU

`8-star

energy rating `Refresh

program/easy clean filter `Anti-allergy

and Active Care cycles RRP: $1,499 40

Appliance Retailer April / May 2020

“Choice pointed out in a recent article that most washers are purchased with the buyer having little or no idea of longevity, cycle times, energy or water usage on the wash cycles they are most likely to use. It is hard to believe that under the current regulatory guidelines and star rating system it is OK for brands to offer washers that take seven or more hours to achieve an acceptable star rated wash result and for this deception of the consumer to be acceptable,” he said.

“Our AWNA62 top load washer is our hero product, now more Hemsworth than Arnie. Same power and reliable cycles with a fresh new look.” AR

Kylieanne Brumfield – Brumfield Electronics, Cleve, South Australia

“

While acknowledging that Wi-Fi and app programs might look interesting, Brumfield was doubtful of these taking off in a big way.

”

W

hen it comes to laundry appliances, the news from Brumfield Electronics in rural South Australia is positive. The laundry/garment care category is strong for this regional store, owned by Kylieanne and Justin Brumfield, and is part of the Leading Appliances group. “People cannot do without these appliances, especially in our rural location,” Kylieanne Brumfield said. “Customers are not able to pop into a laundromat to do their washing.”

The most popular products are front load washing machines followed by vented dryers.

“Electrolux is doing extremely well along with Simpson. The 10 year inverter motor warranty, the quick cycle times and large door have been the

main features that make Electrolux stand out to our customers. Simpson is the other product that is doing really well as it is a family favourite and is the brand of vented dryers we sell the most.”

Customers are looking for a quality product that is going to perform day after day. They also look for a product that makes their life easier.

Another concern that customers have is water usage along with energy efficiency and cycle time, Brumfield said.

While acknowledging that Wi-Fi and app programs might look interesting, Brumfield was doubtful of these taking off in a big way. “Laundry still needs to be placed into and removed from the machine, although these technologies could be helpful for checking the progress of a cycle without going directly to the appliance.”

Accepting that promotions can assist towards a purchase decision, she said this is not the most important factor when it comes to choosing a new appliance. “Customers want to make sure the product suits their needs and there is a preference for a cash back to reduce cost instead of free products.

“What we have noticed is that customers are generally looking at buying the best quality product they can within their budget. Also, traditional top load washer customers are more open to the idea of a front load washer and are starting to consider a condenser dryer as a practical option and heat pump dryers for energy savings.”

She said the weather remains a challenge for the category. “Where we are located there has been minimal rain for the past couple of years which has led to a decline in dryers sales but coming into winter we should see good sales for dryers.”

As for online sales, take-up quite simply has not happened. “Our customers still prefer to come into the store, look at the appliance and get a rundown of the product features, especially with the higher priced models.” AR www.applianceretailer.com.au

41

AR WHAT'S HOT

Timeless style and unlimited cooking excellence

Make the ultimate statement in Italian style and cooking functionality with a Smeg 150cm Classic Opera freestanding cooker. The culinary masterpiece includes two ovens – 90 litre and 70 litre – with Smeg’s celebrated Thermoseal technology for incredible roasting and baking and a multi-tech cooking surface – seven gas burners including wok burner plus a versatile non-stick cooking surface with a cast iron griddle option. There is even a gourmet cooking stone for authentic pizza and bread; the possibilities for the home cook and entertainer are endless.

Conceived over 30 years ago by renowned Italian architect Guido Canali, Smeg’s Classic design has stood the test of time. Along with visual excellence comes expertise in cooking technology and innovation, testament to Smeg’s 70 plus year heritage.

RRP: $16,490

Fuss-free integration with no intrusion

The Uniden Dash View 30 features a 2.5K video resolution front camera providing a 140-degree wide angle lens. Clearer vision in both bright and low light environments can now be captured with the addition of Sony’s Starvis image sensor with back-illuminated pixel technology. The Dash View also comes with safety speed and red light camera warnings, voice guidance control using the Smart One Touch function, inbuilt GPS and dual band Wi-Fi with fast data transfer functionality using the DashView app. A 32GB MLC high endurance micro SD card comes standard.

RRP: $399.95

Crush, cook, infuse

Introducing the Ninja Foodi Cold and Hot Blender – the Blender that crushes now brings the heat. The Ninja Foodi Cold and Hot Blender has crushing power users expect from a Ninja plus the ability to cook ingredients such as proteins and vegetables. An 800-watt precision heating element boils in minutes to unlock flavours in every drink, soup and sauce. Unlike friction-based heated blenders, the Foodi Cold and Hot Blender can cook food from raw.

The1000-peak-watt motor base delivers powerful icecrushing for delicious smoothies and frozen drinks.

RRP: $399 42

Appliance Retailer April / May 2020

COMPANY INDEX AR COMPANY

PAGE #

READERSHIP GROUPS

30

Andi-Co.................................................................................................................7 Ariston.......................................................................................................... 22, 40 Australian Retailers Association...........................................................................9 Bi-Rite.................................................................................................................33 Bosch...................................................................................................... 18, 19, 38 Breville......................................................................................................... 26, 31 Commonwealth Bank .....................................................................................OBC De’Longhi.................................................................................................... 28, 35 Electrolux........................................................................................................6, 20 Euromonitor.....................................................................................17, 24, 30, 37 GfK................................................................................................................ 24, 30 Glem Gas.............................................................................................................22 Groupe SEB................................................................................... OFC, 11, 31, 34 Harris Scarfe..........................................................................................................6 Harvey Norman Commercial Victoria......................................................... 14, 15 Hisense...............................................................................................................38 International Housewares Association..............................................................10 Kitchen Warehouse............................................................................................33 Leading Edge Group...........................................................................................41 LG ....................................................................................................... 8, 21, 35, 39 Mann & Noble.....................................................................................................42 Miele................................................................................................12, 13, 21, 39 Mitsubishi Electric..............................................................................................29 Myer......................................................................................................................9 Newell Brands....................................................................................... 28, 32, 36 Panasonic............................................................................................................32 Philips...................................................................................................................8 Retravision..........................................................................................................23 Samsung.............................................................................................................36 Shriro..................................................................................................................20 Smeg............................................................................................8, 18, 25, 27, 42 Spartan Electrical..................................................................................................7 Speed Queen......................................................................................................40 Spotlight Group....................................................................................................6 The Good Guys....................................................................................................23 Uniden................................................................................................................42

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