he recent e&s conference in Melbourne provided eager suppliers with the opportunity to understand how the story will unfold under the new ownership of JB Hi-Fi.
Appropriately named The Next Chapter, delegates sat patiently and watched the pages turn as each of the characters in the e&s story told everyone why they work for the best premium retailer in Australia and how is a cult(ural) business.
But the suppliers wanted to hear from two protagonists – e&s MD Rob Sinclair and his new ‘boss’ JB Hi-Fi COO Nick Wells (no relation).
One supplier prayed silently upon entering the auditorium fearing a spreadsheet of new stores would emerge – as they simply did not have the fitout budget to pay for it. There wasn’t a single slide on planned new stores. Apart from verbally confirmed openings at Epping and Mornington Peninsula and proposed ‘gaps in the market’ – everyone remained tight-tipped or gagged.
Instead, we were left with a bunch of cryptic clues – so instead of a bedtime story, delegates soon realised they were reading a mystery novel. What exactly will happen next with the promised e&s national rollout? Hercule Poirot would be required to work this one out.
So let’s work through the clues.
Sinclair confirmed that a ‘full blown e&s store’ needs to be 2500 square metres
and address a catchment of over 100,000 people as under-servicing a location would be a risk.
Wells claimed that there is still work to do in Victoria to be match fit before the promised national expansion which sounds like more retail stores in Victoria – and not in South-East Queensland just yet. Then there was the suggestion that all three brands – JB Hi-Fi, The Good Guys and e&s – could co-exist in a ‘utopia’ scenario like the current Essendon example.
Rushing out a bunch of new stores doesn’t make sense. JB Hi-Fi remembers the mistakes that Clive Peeters made, even though they shelled out to bu(r)y Clive Anthonys.
It was JB Hi-Fi CEO Terry Smart’s remotely recorded video that may have the answer “e&s gives us the chance to connect with a new and expanded customer base… and allows us to do this with its brand strength in premium appliances, the bathroom category and the important commercial sales channel.”
Terry’s right – it’s the commercial sales channel that represents the lowest hanging fruit for JB Hi-Fi – and e&s can finally help them turn this minefield into a goldmine. Commercial is the format that provides the easiest national rollout of large ‘full-blown’ showrooms and “the best range” of products can be on display – and maybe even a JB and Good Guys store tacked on out the back.
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IN THIS ISSUE
03 The Promised Land
JB Hi-Fi has promised Rob Sinclair and the e&s team a national rollout, but when will it happen.
NEWS
06 Harvey Norman doubles down in the UK
Harvey Norman has confirmed it will open a second UK store at Gracechurch near Birmingham, after opening its firstever store at Merry Hill late last year.
07 Whitfords confirms major commercial move
Sydney-based Whitfords Designer Appliances has confirmed a partnership with an experienced commercial business.
08 De Dietrich returns to the Australian market
After more than 10 years, De Dietrich is returning to the Australian market with a multi-million dollar investment into a dedicated subsidiary and showrooms.
09 Jim Kalotheos new Beko MD as John Brown retires After three years with the company, Jim Kalotheos has taken over from John Brown as the managing director of Beko Australia and New Zealand.
10 Worldwide Appliances commences Steel distribution Worldwide Appliances is the new distributor of Italian handmade Steel appliances focusing on both the indoor and outdoor kitchen solutions.
20 Electrolux CEO interview Yannick Fierling visits Australia
60 Food Preparation
Working from home and spending more time at home is driving purchases of food preparation products into higher pricepoints as consumers seek better quality.
WHAT’S
HOT
66
Pick of the crop
22 e&s conference:
The Next Chapter
FEATURES
27 Benchtop Cooking
With air frying dominating the benchtop cooking segment, the category is moving into new product development including multifunctionality and additional applications.
37 Dishwashers
Despite economic pressures, consumers still want products that deliver sustainability to the environment in terms of water and energy consumption.
49 Laundry
Consumers are investing in products that are built to last and are increasingly purchasing a bundle-buy consisting of a front load washer and heat pump dryer.
Electrolux laundry products, Smeg’s new Soda Maker, Ecovacs’ new DEEBOT T50 MAX PRO OMNI, Smeg’s upgraded HOBD cooktop and Tineco’s FLOOR ONE S7 Steam.
Harvey Norman doubles down with second UK store and HQ
Harvey Norman will open its second UK store and country headquarters in 2026 at Gracechurch near Birmingham.
Harvey Norman opened its first store in the UK last year at Merry Hill in the West Midlands and the second 5,000 square metre site at Gracechurch is located approximately 30 minutes away at The Royal Town of Sutton Coldfield.
Appliance Retailer exclusively revealed the location of the new Gracechurch store in October 2024 while attending the opening of the Merry Hill store.
A statement issued by property developer SAV Group has confirmed a 20-year lease at Gracechurch signed by Harvey Norman to house a new store and the company’s UK headquarters.
Harvey Norman UK managing director, Lachlan Roach told Appliance Retailer he is excited about the expansion.
“Expanding into Gracechurch, Royal Sutton Coldfield, is a significant step in our UK growth strategy,” Roach said.
“This location provides the perfect setting to showcase our diverse product range while delivering the world-class service for which Harvey Norman is renowned. The West Midlands is a thriving community, and we are excited to contribute to its retail landscape by offering a premium selection of electronics, technology, and furniture. We believe in the potential of Gracechurch and look forward to working with the SAV and BPG teams to bring our vision to life,” Roach said.
Harvey Norman chairman Gerry Harvey has flagged previously that there will be three stores opened in the West Midlands area.
Harvey Norman CEO Katie Page has previously identified the West Midlands as the ideal location for the retailer to launch into the UK market.
“The opportunities in Birmingham and the wider West Midlands were simply too strong to pass up. As a key region for the UK economy, the West Midlands aligns perfectly with our vision and priorities,” Page said in late 2024.
With its new store at Gracechurch, Harvey Norman will take over premises that have been vacant since the closure of British Home Stores (BHS) in 2016 and represent one of the largest retail spaces within the 550,000 square foot site. Gracechurch was acquired at the end of 2023 by new owners – London-based developer SAV Group, in partnership with BPG – who have worked hard to revitalise the shopping centre over the past year, with the arrival of 20 new stores and businesses in just over 12 months and footfall outpacing national trends.
SAV Group founder Alex Tarlo, said the decision by Harvey Norman to invest in Broadchurch is expected to create up to 100 jobs across sales, marketing, online, finance, procurement, operations, warehousing and more, along with several apprenticeship opportunities.
“It’s anticipated that the arrival of Harvey Norman will kick-start a multi-million pound refurbishment project and position Gracechurch as a leading regional retail destination, while supporting the local job market,” Tarlo said.
“The arrival of Harvey Norman marks a significant milestone in Gracechurch’s transformation and underscores our bold vision for its future. By choosing Gracechurch for their UK headquarters and latest store, Harvey Norman has demonstrated strong confidence in our strategy to position the centre as a leading regional retail destination. This lease also signals the start of substantial investment across the centre, aimed at further enhancing the visitor experience. We look forward to working closely with the Harvey Norman team to bring this exciting new store to life. We would like to extend our thanks to Andy Street who played a key role in helping unlock this opportunity during his tenure as Mayor of the West Midlands. We’d also like to thank Rt Hon Andrew Mitchell MP and Councillor Simon Ward, leader of Royal Sutton Coldfield Town Council for their ongoing support.”
“THIS LOCATION PROVIDES THE PERFECT SETTING TO SHOWCASE OUR DIVERSE PRODUCT RANGE WHILE DELIVERING THE WORLD-CLASS SERVICE FOR WHICH HARVEY NORMAN IS RENOWNED.”
- Lachlan Roach
ABOVE: Harvey Norman UK managing director, Lachlan Roach.
WHITFORDS CONFIRMS MAJOR COMMERCIAL SALES PARTNERSHIP
One of the oldest appliance retailers in Australia, Sydney-based Whitfords Designer Appliances, has announced a partnership confirming its intentions to be a major player in the commercial market.
As a retailer with an existing commercial business, Whitfords has partnered with Trade Sync Group (TSG) – a Sydney based commercial business focused on the complimentary bathroom, tapware and sanitaryware categories.
The two businesses bring together over 300 years of overall experience within a team that is focusing on commercial projects in the New South Wales market.
“Together we will provide a comprehensive commercial offering across kitchen, bathroom and laundry products to the commercial building sector and this will enable both organisations to offer a much broader and expanded product range,” Whitfords owner Ben Whitford told Appliance Retailer
“We will have a sales team of seven representatives on the road servicing the commercial space. There are not many other companies servicing the medium
density space in New South Wales that can match our experience.
“This is a significant and deliberate move into the commercial market. We feel that we have ample opportunity to add some value to commercial purchases as we will be able to deliver relationships and resources in a different way to our competitors currently servicing this market.
“Our message to suppliers is that we want to provide another viable option in the market for suppliers to have a seat at the table when decisions are made for commercial developments – that potentially may not have been available previously.
“We already have a combined pipeline of commercial sales worth almost $10 million. We are determined to be successful in the commercial market – not only in Sydney but also throughout New South Wales – giving our major competitors a run for their money,” Whitford said.
“Feedback from our customers has been positive around our service offering and experience and we will be able to
address these pain points through the collective and complementary strengths of Whitfords and TSG Group.”
Whitfords head of commercial, Brad Street, and TSG sales manager, Gavin Furner, will lead the partnership initiative, bringing their extensive industry experience to ensure seamless implementation.
Also working within the Whitfords commercial team is David Berry, who joined the business last year in a commercial sales role and was previously the proprietor of Betta Electrical at Minchinbury in Sydney’s western suburbs.
Andrew McGrath and Corbin Talbot, joint co-owners of TSG, commented on the strategic alignment: “It has been an incredible journey launching Trade Sync Group almost two years ago in the incredibly competitive commercial supply market. Sitting down with the team at Whitfords – it was obvious at the start that our values are aligned, and this is a perfect fit. We are looking forward to helping serve our customers and beyond with the strong capabilities Whitfords can deliver.”
Brad Street (Whitfords), Corbin Talbot (TSG), Andrew McGrath (TSG) and Ben Whitford.
De Dietrich confirms multi-million dollar re-launch into Australian market
Premium French appliance brand De Dietrich has been re-launched into the Australian market for the first time in over 10 years.
De Dietrich’s parent company has created a new subsidiary to sell the products directly into Australia and New Zealand for the first time without the use of a distribution or agency partner.
The multi-million dollar investment includes a new Sydney Experience Centre in Rozelle near the Sydney CBD that is currently under construction and will open in May. There are plans for additional De Dietrich Experience Centres located in Melbourne, Brisbane and Perth.
The last time the De Dietrich brand was available in the Australian market was in 2014 when the brand was distributed by Eurolinx alongside Ilve appliances at the time.
The General Manager of De Dietrich Australia and New Zealand is Andre Dowling – who has previously worked with the appliance industry through the original retail brand Kleenmaid.
Dowling told Appliance Retailer he plans to use strategic price points to position the brand as a reasonable alternative to other brands currently in the market.
“De Dietrich is positioning itself as a premium brand with a strong value proposition, aiming to compete with established high-end appliance brands like Miele, V-Zug, Neff and Siemens,” Dowling told Appliance Retailer
“The aim is to disrupt the market by offering outstanding value and customer care, which could attract customers who are looking for premium quality without the premium price tag.
“Winning Services is handling logistics and white-glove delivery, ensuring a premium customer experience. Our white-glove delivery service and in-home cooking demonstrations will ensure that clients maximise the benefits of the appliances representing a great differentiator. We will ensure that this service is consistently high-quality to reinforce the premium brand image.”
Dowling has not confirmed retail distribution at this stage, but he expects partnerships to be announced in the near future.
“We have had quite a few productive discussions with niche appliance retailers as well as mid to high-end kitchen companies,” Dowling said.
“We will develop strong relationships with our retail partners by offering training, marketing support, and incentives to ensure that retailers are wellinformed about the product features and USPs so they can effectively communicate the value to customers.
“Our focus is to partner with quality retailers that align with the brand’s premium positioning. The goal is to create a win-win relationship through rebates and driving traffic to retailers through aggressive marketing campaigns.
“We feel aggressive marketing campaigns will be crucial to drive traffic to retailers and build brand awareness. These campaigns will highlight the USPs of De Dietrich appliances in our marketing materials to differentiate from competitors. We will also be leveraging digital marketing, social media, and influencer partnerships to reach our target audience effectively.”
De Dietrich has confirmed pricing for 51 products will all be under $5,000 when they are launched into the Australian market next month.
At the top end of the De Dietrich range and priced at $4,999 are three products –a built-in espresso machine, a sous-vide drawer and the 90cm AI Talent Probe Amplify Induction Hob.
At the bottom end of the range based on pricing is a concealed rangehood
($899), a 65cm gas on glass cooktop ($999), a 14cm warming drawer ($1099) and a 20-bottle underbench wine refrigerator ($1199).
Dowling has confirmed he plans to use strategic price points to position the brand as a reasonable alternative to other brands currently in the market.
“The aim is to disrupt the market by offering outstanding value and customer care, which could attract customers who are looking for premium quality without the premium price tag.”
The name of the new range of products will be called ‘Philarmonie’ and represent a design collaboration with French automotive brand Peugeot and well known French chef Pierre Gagnaire.
“We have painstakingly picked the product range to suit the Australian market. Some of these products will be launched here in Australia first before other more established markets including the UK,” Dowling said.
“We will be launching with three levels of ovens – entry level, medium and luxury – available in four different colours. Oven models will include steam only, microwave only, microwave combi and steam combi as well as sous vide drawers. All ovens are quad glazed and feature softclose doors.
“In refrigeration, we have decided against a freestanding range of products –and will offer integrated models in 60cm and 70cm sizes.
“Likewise in dishwashers, there will be no freestanding models – and we will only offer integrated models and these products will provide innovative features such as titled baskets or the ability to remove half of the top basket for large items.”
Complementing these products will be a range of induction cooktops, domino and gas cooktops, washing machines, heat pump dryers, wine coolers, coffee machines, ceiling cassettes, rangehoods, downdrafts as well as a unique integrated front load washer and dryer.
“All products have been certified and approved for both the Australian and New Zealand markets and will be ready for sale on 1 May. Market research has been facilitated to understand the price sensitivity of our target audience and how they perceive the value of our products compared to competitors.”
De Dietrich has returned after more than 10 years away from the market.
JIM KALOTHEOS APPOINTED BEKO MD AS JOHN BROWN RETIRES
Jim Kalotheos has been promoted to the role of managing director of Beko Australia and New Zealand taking over from John Brown who has announced his retirement.
Kalotheos took over in the role on 1 April and Brown will retire on 30 April.
The announcement was welcomed by Zafer Ustuner, the CEO of Arçelik Hitachi Asia Pacific.
“Jim joined us three years ago as Sales and Marketing Director and has worked closely with John bringing on the Hitachi brand, broadening distribution and growing Beko,” Ustuner said.
“His previous experience as Managing Director with Smeg, and his deep knowledge of the products and local retail marketplace, has made Jim the obvious person in our succession plan for the business.
“His sales and marketing expertise bring exactly the right leadership strengths for the next phase of development for Beko and Hitachi across the Australian and New Zealand markets,” Ustuner said.
“I would also like to express my thanks to John, who has worked tirelessly over the last eight years to build a strong, capable, professional and resilient team at Beko that will support Jim’s leadership taking the business forward.”
Brown commenced in the role in early 2017, following the retirement of Murray Lin.
Prior to joining Beko, Brown was the managing director of Electrolux Home Products in Australia between 2008 and 2015 including a 12 month assignment as CEO of Electrolux China. During his time in the role, Brown managed the transition of Hitachi major appliances into the local Beko business in 2023.
Beko launches new Learning Academy interactive training platform for retailers
Beko has launched The Learning Academy – a new online training platform for retailers and retail teams.
The Beko Learning Academy is an interactive online training platform designed to equip retail sales teams with in-depth knowledge of Beko’s products, technologies, and brand advantages.
This digital resource aims to empower retail staff to confidently communicate the value of Beko appliances to customers, enhancing the overall sales experience.
The Beko Learning Academy offers dynamic and customisable training options that fit various learning preferences through interactive courses, thorough product deep dives, and important consumer insights.
The platform lets retail staff update their knowledge and remain up to date with the latest Beko innovations at their own speed, complementing Beko’s in-store face-to-face training.
Beko Australia & New Zealand national sales manager, Eddie Gaymer, underlined the company’s dedication to assisting retail partners through customised training programmes.
“Though we value live hands-on training at Beko, we also know how valuable people’s time is. We developed the Beko Learning Academy for this reason: to offer fast and simple access to the most recent technological and product changes. This site makes learning easy and quick whether you have a few minutes between clients or wish to deep-dive into product specifics.
“In only a few easy steps, retail staff can learn about Beko’s newest technologies, enabling them to remain informed and prepared to aid consumers,” Gaymer said.
Retail staff can contact their Beko account manager to join the Beko Learning Academy. They will then be directed through the enrolment procedure. Participants who finish three training modules will get a unique gift as extra motivation during the launch period.
The platform is part of a larger training ecosystem comprising in-store product presentations, hands-on demos, and Beko’s internal ‘Train the Trainer’ program.
This guarantees a uniform and efficient product message throughout all training courses, strengthening the brand’s market presence.
John Brown (left) has handed over the role of Beko MD to Jim Kalotheos (right).
Worldwide Appliances has commenced the distribution of the Italian-made luxury appliance brand – Steel.
Steel was previously distributed by Victorian-based Arisit.
According to Worldwide Appliances CEO Michael Doyle, the introduction of Steel represents an enormous opportunity for the business.
“This is a reset moment for the Steel brand in the Australian market,” Doyle said.
“The Worldwide Appliances team has decades of experience servicing the premium and luxury appliance market and the integration of Steel into our business has been seamless.
“We see value in the opportunity to offer a depth of range and products with very high specifications direct from the manufacturer.
“Consumers who purchase Steel products are deliberately making a statement by separating themselves by investing in special products that have a deep heritage from four generations of the same family working in the business.”
Worldwide Appliances will provide the Steel business with a dedicated training manager as well as two showrooms for the products at the company’s headquarters at Leichhardt in Sydney and its Hawthorn in Melbourne.
The Steel Enfasi Mistral, first seen in Milan at EuroCucina in 2024 has now arrived in the Australian market. The Enfasi Mistral is the first freestanding cooker that combines an oven, cooktop and an advanced downdraft ventilation system in one product – available in 90cm and 100cm configurations.
Doyle has confirmed that distribution for the Steel products will be limited to premium and luxury appliance specialists.
“We will be handpicking retail partners for the Steel range of handcrafted Italian-made products,” he said.
One of the owners of the Steel appliance business has recently visited Australia to work with newly-appointed distributor and meet with retailers.
Steel sales manager Atillio Po emphasised the 103-year history of the brand and the commercial heritage as an Italianmade manufacturer.
“My grandfather, Angelo Po founded the company in 1922 and Steel is now a fourth-generation family business with my daughter, Martina now involved in product marketing and new projects at the factory,” he said.
“With four generations of professional kitchen manufacturing, Steel brings the best of professional-grade performance into the home. We apply the principles mastered in the commercial field – power, ergonomics, reliability and flexibility – to create appliances designed to elevate your everyday cooking experience.
“Steel stands out from competitors with its extensive product range, unique features and the ability to maximise the performance of each appliance. Our wide selection of complimentary products and accessories ensures a seamless and enhanced cooking experience.”
Po provided Appliance Retailer with an overview of the current indoor kitchen solutions and outdoor kitchen solutions available from Worldwide Appliances.
“The Genesi and Ascot cookers feature TFT screens with 37 pre-set recipes, 15 oven functions including meat probe, steam cleaning, dough rising and pizza baking features.
“WE WILL BE HANDPICKING
RETAIL PARTNERS FOR THE STEEL RANGE OF HANDCRAFTED
“The high quality of the handmade Italian products is emphasised by professional-quality steel shelves with integrated handle, soft close hinges, easy-to-clean stainless and steel removable panels.”
All 90cm ovens and upright cookers feature the company’s patented INNVENT technology – a thermo ventilation system that ensures uniform and more effective cooking. Each cooktop features a single piece of stainless steel with radius corners making it very easy to clean.
“Our high efficiency brass gas burners can reach up to 60 per cent energy efficiency – which is significantly higher than the 4050 per cent efficiency from other burners in the market.”
Po also provided an overview of the new outdoor kitchen solutions that will be available in two standard sizes – two metres wide as well as three and a half metres wide.
“We have seen there is a trend to live your outdoor life in a better way. We started making outdoor kitchen a decade ago and we have always followed the same principles as the indoor kitchen products,” Po said.
“These products have a pure design and have marine grade stainless steel and the benchtops of the outdoor kitchens can be customised to suit surrounding finishes or furniture.
“The products are completely mechanical with no electrical componentry to ensure there is no problem with overheating wiring. The cast alloy burners offer output of between 7 megajoules and 25 megajoules and they can also be converted into charcoal cookers and smokers as well.”
NARTA PREPARES FOR 60TH ANNIVERSARY LEADERSHIP CONFERENCE
The Narta Group has assembled its best ever line-up of world-class speakers for its 60th anniversary conference to be held in May.
While Narta hosts frequent smaller supplier and member briefings and seminars, this is the first Narta Executive Leadership Conference of its kind to be held in 10 years – as this event was originally scheduled to take place in 2020.
“We had already pre-paid deposits to organise this conference back in 2019 to be held in 2020 and then Covid happened.
“Due to Covid we were fortunate at the time to be able to hold over these deposits, but we knew we would lose these deposits if the conference did not take place before June 2025,” Narta chairman Kay Spencer told Appliance Retailer.
“Narta’s 60th anniversary Executive Leadership Conference will feature our best ever speakers and content program.
“It is an appropriate way to commemorate Narta’s 60th anniversary by bringing the world’s best retailers and suppliers together with the world’s best thought leaders.
“Delegates attending the Leadership Conference will witness a program of world-class speakers specifically chosen to address the current challenges presented to retailers and suppliers
including Cyber Security, Artificial Intelligence, Executive Leadership Skills, Personal Health & Development, Geopolitics and the Global Economy.”
While Spencer remains tight-lipped regarding the details of the conference, she has confirmed the presenters represent some of the most indemand speakers globally.
“There are a few local speakers presenting at this year’s Executive Leadership Conference that we have highly valued in the past, however all international speakers assembled have never presented at a Narta event before to ensure delegates hear from the best current global business minds and thought leaders with contemporary insights and global experiences.
“This is an event that brings together the best content and the best networking opportunities available in our industry and this is only available in a conferencing format. Everyone who attends a Narta Executive Leadership Conference takes back something intellectually, personally or professionally for themselves and for their business,” Spencer said.
“There has never been a more crucial time for our industry to come together – amidst pressure and challenges – to collaborate, thrive, and rejuvenate our mindsets for the future.”
Philips partners with Isaac Heeney to promote new water filtration range
Philips has collaborated with Sydney Swans AFL player Issac Heeney for the launch and promotion of its Water Filtration appliances in Australia and New Zealand.
The new range of Philips Powered Pitchers, Lead Plus and PFAS Pro filter cartridges will be available in July.
Philips boasts that the PFAS Pro filter cartridges have been certified to multiple NSF standards such as 42 class II, 53, 372 and 401 for their capacity to remove over 50 contaminants including chlorine, metals, pesticides, herbicides, pharmaceuticals and chemicals.
The pitchers feature advanced carbon block filtration technology and are available in 3.0L and 4.8L, fitting most refrigerator doors.
“Philips’ commitment to providing innovative water filtration solutions ensures Australians can access clean, better-tasting water and a superior, environmentally conscious alternative to bottled water,” said Heeney.
“Isaac Heeney embodies the values of excellence and healthy living that align perfectly with our brand. His authentic approach to health and well-being resonates strongly with our target market - consumers increasingly conscious about water quality and environmental sustainability,” said Peter Bosscher, founder of Bosscher Commercial Management Solutions and exclusive agent for Philips Water in ANZ.
Priced between $99 and $159, the new Philips Powered Pitchers will be available at major retailers, including Harvey Norman, The Good Guys, Bing Lee, and Myer.
Since introducing its first water filtration products in 2020, Philips has grown to become a major player in Australia’s portable reverse osmosis water filtration market.
L-R Peter Bosscher (Philips Water) and Isaac Heeney.
Gaggenau unveils New Generation of Cooling
Gaggenau is preparing for its biggest year in decades with the launch of new products under its Expressive series, including a new fridge-freezer combination the company is calling the New Generation of Cooling.
The Gaggenau RVY 497 190 (RRP $25,999) was first introduced at EuroCucina in Milan in 2024 and is the first refrigeration product introduced since the Gaggenau Vario 400 series cooling appliances in 2018.
Deemed as the next ‘Icon of Gaggenau’ the new Vario cooling Expressive series fridge-freezer combination follows the release of the Essential Induction, a cooktop and a worktop combined into one, launched late last year.
Gaggenau has confirmed an initial rollout of the New Generation of Cooling into their showroom spaces Gaggenau Melbourne and Gaggenau Sydney as well as a national retail roll-out to stores in the ACT, New South Wales, Queensland and Victoria representing the first wave that will be followed up with a second wave of retail roll-out in Western Australia.
“We are here to unveil our New Generation of Cooling that will push the boundaries of refrigeration as we know it today,” said Gaggenau senior brand manager, Olya Yemchenko, as she welcomed guests to the launch of the new cooling appliance at the Gaggenau showroom in Sydney.
“In the past we have referred to our 90cm oven – the EB333 –as our ‘Icon of Gaggenau’. We are expanding this in 2025 with a range of new releases to celebrate more Gaggenau icons and this is one of them.
“This fridge-freezer combination is a work of art and is all about materiality – we see it as an emotional experience. Each design element is meticulously crafted, incorporating carefully selected materials, colours and finishes to achieve a harmonious balance between aesthetics and functionality. Apart from its sleek design, everything has been considered from the weight and manoeuvrability of the side bins in the door to the dark brushed stainless steel surfaces paired with solid anthracite aluminium elements and the tinted glass drawers. With a handleless option, the doors ensure seamless integration into any kitchen design.
“This product features a lighting concept that illuminates what you have put in and will also light up the area that you are actually using – so it is highly intuitive. Within every refrigeration and freezer compartment, the LEDs slowly fade up, adjusting to the ambient light to showcase your finest food in the most captivating light.
“It features AI technology, dedicated automatic cooling programmes with different cooling settings that adjust humidity and temperature for different foods. Utilising four cameras positioned within the refrigerator, it will detect whether you have added leafy greens, a steak or even poultry and adjust the settings to the correct level for optimal storage conditions.
“The fridge-freezer cooling system features a Professional Freshness System with five different climate zones – one in the main cavity, one in each of the three drawers and one in the freezer. For a regular fridge it is 4 degrees across the board – but this product offers each individual zone with its own climate – the humidity level, the temperature and even the ethylene absorption – all work together to have the perfect storage solution,” Yemchenko said.
According to Gaggenau head of design, Sven Baacke, with a handleless option, the doors ensure seamless integration into any kitchen design.
“Designed to emulate a piece of furniture, this meticulously crafted appliance transforms any living space into a visual masterpiece. In open-plan living spaces, the fridge-freezer cooling system maintains a clean, unobstructed aesthetic, enhancing the kitchen’s role as a multi-functional hub for cooking, dining and socialising.
“This integration goes beyond mere blending, it’s about minimising the visibility of machinery and techniques, while still delivering top-notch performance. It’s about making the fridge not just an appliance but a piece of furniture. Internally, the dark brushed stainless-steel pairs exquisitely with solid anthracite aluminium elements to provide upmost durability
“From the flat inner doors, to the door bins, to the aluminiumframed glass shelves and drawers, the New Generation of Cooling stands true to Gaggenau’s mantra – materiality is paramount,” Baacke said.
Gaggenau industrial designer, Mikkel Brandt Bugge said the New Generation of Cooling represents a bold new direction for kitchen design, where form and function merge effortlessly
“This innovation is a statement piece for those seeking to preserve the essence of their culinary treasures without compromising on aesthetics.
“At Gaggenau, its inherent that all our design features seamlessly integrate aesthetics with function, reflecting our deep-rooted heritage. Each design element, including the new generation of cooling, is meticulously created, incorporating carefully selected materials, colours, and finishes to achieve a harmonious balance between striking beauty and practical functionality,” Brandt said.
Gaggenau is calling its new fridge-freezer combination the New Generation of Cooling and its next Icon product.
Andi-Co takes over local AGA and Rayburn after 30 years
AGA Shop has ceased sales of AGA and Rayburn by AGA cookers with Andi-Co appointed as the new distributor.
Andi-Co CEO Tim Luce told Appliance Retailer he was looking forward to distributing the brands which became effective from 1 April.
“We are delighted to welcome the iconic brands of AGA and Rayburn into our house of premium electrical appliance brands at Andi-Co and are looking forward to working alongside retailers to drive growth in the Australian market,” Luce said.
In a statement, AGA Shop managing director, Simone Blamey, said “being part of the AGA story in Australia has been an incredibly rich journey”.
“All good things must come to an end and after 30 years of dedicated service, on 28 March 2025, the AGA Shop will no longer be importing, distributing or retailing AGA and Rayburn products,” she said in a statement.
“AGA and Rayburn are products with soul and anyone that owns one will understand this sentiment. Getting to know those that have attended one of our cooking demonstrations has been a joy. I learn something new every time.
“Thank you to everyone who has supported us during our sale and for the many years beforehand. We are so grateful for the AGA community, it was lovely to end with a bang so to speak and we have appreciated all of the kind words being passed on by everyone.
“The good news is that we will continue to sell floor models and ex-display cookers at reduced prices, as well as AGA cookware, accessories & spares available while stock lasts.
Blamey has confirmed she will continue to operate the Melbourne-based store located at 330 Malvern Road in Prahran and will still sell Falcon cookers and rangehoods, Liebherr refrigeration, Qasair rangehoods as well as other cookware products.
AGA was originally a Swedish brand invented in 1922 and was developed to burn coal and anthracite. Since 1957 production has been located in the UK. In 2015, AGA Rangemaster Group was acquired by the American corporation Middleby.
“The AGA cooker has been bringing life to the kitchen for over a century and our cast-iron cookers are still hand built in Shropshire. We understand the importance of home, family, friends and good food and it’s why we’ve created a cooker for every stage of life,” said the company’s website.
SCHWEIGEN WINS AUSTRALIAN SMALL BUSINESS AWARD
Schweigen Silent Rangehoods has been recognised as the winner in the Specialised Retail Business Award category at the Australian Small Business Champion Awards.
“We are extremely excited and proud to have won such a prestigious business award,” said Schweigen director and owner, Anthony Fletcher.
“The Australian Small Business Champion Awards are the country’s premier small business awards program. The program serves as a fitting way to recognise your business on a national level, acknowledging the vision and commitment so many small businesses across the country display.
Over 27,000 entries are received for the awards with 300 finalists announced. Schweigen won the award ahead of 35 other nominees in its category.
Schweigen secured double-digit growth from its rangehoods over the final three months of 2024 and the first quarter of 2025.
According to Fletcher, this growth in both volume and value has been primarily driven by undermount rangehoods which represent a large majority of sales within the business.
“In October, November and December 2024 and again in the first quarter of 2025 we have seen double-digit growth from our core retailer base,” Fletcher said.
“This growth represents a higher level of confidence in the marketplace as well as Schweigen’s marketing and brand exposure which has been a key area of investment for our business.
“We have noticed that people have held off buying appliances for a while, but there appears to have been a glimmer of hope on the horizon for consumers coming into 2025. We are seeing more consumers making the decision to invest in a renovation that they have been putting off for the past 12 to 18 months.
“Undermount rangehoods have been driving the growth in the category for Schweigen with our BAL-rated external motor systems,” Fletcher said.
Bushfire Attack Level (BAL) rated external venting ensures the safety of a building in a bushfire-prone area and prevents embers from entering and igniting combustible materials inside with the use of a specific cinder mesh kit.
Mark Israel, Jay Little, Anthony Fletcher and Thomas Mullan celebrate the win.
Andi-Co is the new distributor of AGA and Rayburn.
Miele turnover hits €5 billion in “tense” and “reluctant” market
Miele co-owner Marcus Miele has identified “tense market conditions with consumer reluctance, high pressure and geoeconomic challenges” while reflecting on sales of €5 billion for the first time in the company’s history.
The 5.04 billion Euro turnover result for the 12 months ending 31 December was generated from 50 company-owned subsidiaries, over 200 Miele stores and 19 international production sites supported by over 3,000 customer service technicians and 23,500 employees.
In a statement titled “2024: A Year of Challenges – And Opportunities”, Markus Miele provided some commentary on the result and some predictions for 2025.
“Despite tense market conditions with consumer reluctance, high pressure and geoeconomic challenges, we were able to hold our own in the past financial year, with a 1.7 per cent increase in sales over the previous year to 5.04 billion Euros. This is fantastic news, especially as last year was our 125th anniversary,” he said.
Miele also identified other key highlights for 2024 including the production launch at the new plant in the USA, the joint venture with SteelcoBelimed in the medical technology sector, and several products premiering at the leading IFA trade fair in Berlin last September.
“I would like to take this opportunity to once again express my sincere thanks to the entire Miele team for their great efforts and tireless commitment, without which none of this would have been possible,” Markus Miele said.
“2025 will initially be marked by the start of our new Nova Edition washing machines with the world’s first ribless drum, but also our new Guard vacuum cleaner generation. However, I am also looking forward to many other highlights throughout the year, such as appWash, SneakerWash and new appliances and features for cooking, including world
first product launches – to name a few. I am confident about the new financial year, despite a challenging environment. With innovative new products and features and a great workforce, we are well positioned for the long term.”
Miele executive director – human resources and corporate affairs, Rebecca Steinhage, commented on the progress within the company’s transformation program announced at the beginning of last year – called the Miele Performance Program (MPP).
“We reacted quickly and decisively to the changed economic conditions,” Steinhage said.
“Our goal was to enhance Miele’s competitiveness and to safeguard the company’s long-term success. We took the necessary decisions with courage to secure this outcome.”
Steinhege confirmed Miele achieved a number of objectives last year: of the planned measures to improve turnover and increase efficiency totalling 500 million Euros, 50 per cent have already been implemented.
“The fact that we were able to rule out compulsory redundancies in Germany was an important success,” she said.
Miele Australia and New Zealand shared a local trading update to 31 December and reported a sales boost by 5.6 per cent in November and December driven by Black Friday sales and promotional periods.
“At Miele, we experienced strong market conditions towards the end of 2024, with positive growth across our appliance categories,” Miele Australia and New Zealand director of marketing, Lisa Saunders told Appliance Retailer.
“Our performance was up 5.6% (for the combined months of November and December) compared to the same period a year earlier, which reflected strong consumer demand for high quality and built-to-last appliances,” Saunders said.
Dr. Markus Miele, Dr. Reinhard Zinkann and Rebecca Steinhage from the Miele Executive Board next to new products as part of the presentation of the company’s annual figures.
MIDEA CONFIRMS FOUR NEW STAFF APPOINTMENTS
Midea has continued to grow its team with four key appointments announced for the local subsidiary.
The new appointments follow the company’s recent commitment to Original Brand Manufacturing in the Australian and New Zealand markets.
Midea Australia and New Zealand Head of Sales Adam Hobson told Appliance Retailer the four new appointments have been critically important to support the future growth of the brand locally.
“Midea has strengthened its ANZ operations with the appointment of Grant Song as Logistics Manager. With over eight years of extensive experience in logistics and supply chain management, Song brings valuable expertise from the electrical and home appliances sector,” Hobson said.
“Prior to joining Midea, Song held the position of National Supply Chain Manager and Head of Logistics at a prominent electrical and home appliances wholesale company, where he demonstrated excellence in national-scale logistics operations and warehouse management. Most recently at Confoil Australia, he successfully led logistics and warehousing operations, focusing on distribution optimization and operational excellence.
“Song’s appointment reinforces Midea’s commitment to enhancing its supply chain capabilities and ensuring superior service delivery across Australia and New Zealand markets,” Hobson said.
Midea has strengthened its sales team with the appointment of Aymeric de Rosbo as Key Account Manager for Australia and New Zealand.
“In this strategic role, de Rosbo will focus on nurturing key business partnerships while driving awareness and adoption of Midea’s comprehensive product portfolio,” Hobson said.
“De Rosbo brings extensive experience in sales management, having held senior positions at several prominent multinational organisations. His most recent roles were as Commercial Manager Australia and New Zealand for Olimpia Splendid and National Sales Manager for Nice Australia. His career also spans successful tenures at Laminex, DIY Resolutions, Automatic Technology, Australia Post and B&D Doors and Openers.
“Known for his customer-centric approach, de Rosbo’s proven track record in understanding customer needs and delivering tailored solutions aligns perfectly with Midea’s commitment to customer satisfaction and market growth in the ANZ region.”
Midea has also welcomed Sean Fry as Product Manager for the ANZ region.
With over a decade of experience in product management and development across premium appliance brands, Fry brings extensive expertise in strategic product portfolio management and stakeholder engagement,” Hobson said.
“Prior to joining Midea, Fry served as Senior Product Manager at Glen Dimplex Australia, where he successfully managed multiple product portfolios including refrigeration, laundry, and kitchen appliances. His proven track record includes strategic product development, brand alignment, and fostering strong partnerships with retail and commercial partners.
“Fry’s broad industry experience also includes key roles at Smeg Australia and Franke, where he demonstrated excellence in product management, inventory optimization, and account management. His appointment reinforces Midea’s commitment to product innovation and market expansion in the Australia and New Zealand markets.
Cameron Van Wyk has been appointed as Customer Service Coordinator, reporting to Colin Wemyss.
“Van Wyk brings valuable experience in customer service leadership and after sales support within the home appliances industry,” Hobson said.
“Prior to joining Midea, Van Wyk served as Customer Service Team Lead at Hisense Australia, where she demonstrated expertise in managing customer experience and team performance. Her background includes successful roles in customer service leadership and coordination, with a strong focus on performance management and service excellence.
“In her role at Midea, Van Wyk will lead the customer service team, further enhancing the company’s commitment to superior customer support and service delivery across the Australia and New Zealand markets.”
Aymeric de Rosbo, Cameron Van Wyk, Sean Fry and Grant Song have joined the growing Midea team.
Industry celebrates Frank Malcaus promotion to LG Electronics sales director
The electrical retailing industry has celebrated the promotion of Frank Malcaus to LG sales director of consumer electronics
With over 25 years of experience in the consumer electronic industry including 18 years at Samsung and most recently seven years at LG Electronics, Malcaus has been promoted to the position of sales director following the departure of Murray Richardson.
LG Electronics managing director, Dan Lim, shared the reasons why Malcaus was promoted to the new role.
“Frank’s appointment as our Consumer Electronics Sales Director marks a significant milestone for LG Electronics Australia. His deep understanding of the consumer electronics landscape, combined with his proven track record of driving business growth and strengthening retail partnerships, makes him the ideal leader for our company,” Lim told Appliance Retailer.
“Over the past seven years, Frank has demonstrated exceptional strategic thinking, innovative approach to product positioning, and an unwavering commitment to our core values. His leadership
will be crucial as we continue to innovate, expand our market presence, and deliver cutting-edge technology to Australian consumers.”
Malcaus also shared his excitement about the new position. “Taking on the role of Consumer Electronics Sales Director is both an honour and an exciting challenge,” Malcaus told Appliance Retailer.
“My journey with LG has been about more than just selling products – it’s about creating meaningful connections with our retail partners and delivering innovative solutions to consumers. I’m committed to building on the strong foundation established by my predecessor, focusing on trust, business stability, and continuous growth.
“Our team’s ability to adapt, innovate, and consistently exceed expectations is what sets LG apart in the competitive consumer electronics market. Moving forward, my priority is to further strengthen our market position, continue developing our premium product categories, and ensure we remain at the forefront of technological innovation.”
HISENSE AUSTRALIA APPOINTS NEW GENERAL MANAGER
Hisense has appointed Michelle Wee as General Manager of Marketing in a newly-created role to manage the growth of the business in Australia and New Zealand.
Based in Melbourne, Wee will work alongside Gideon Lui as Retail Marketing Manager and Kleo Mantzouranis as Brand Marketing Manager, and follows category and retail expansion as well as significant sales growth in 2024.
Hisense confirmed a 30 per cent increase in sales for the final quarter of 2024 driven by Black Friday, Cyber Monday and Christmas.
Reporting into Hisense VP sales and marketing Chris Kotis, Wee will lead Hisense’s strategic marketing initiatives with a focus on strengthening brand recognition throughout Australia and New Zealand, as the company seeks to capitalise on its impressive local growth.
According to statement issued by the company, Wee’s appointment underscores Hisense’s dedication to building greater awareness of its premium, high quality products spanning the TV, Laser, Refrigeration, Laundry, Dishwasher, Smart Home and Air Conditioning (HVAC) categories.
With over 20 years of experience in strategic marketing, sales, digital innovation, and brand management, Wee brings extensive expertise in strategic planning, digital marketing, and brand development to the role. She has a proven record of boosting brand presence and creating innovative marketing solutions that connect with diverse audiences.
“Our vision is for customers to recognise that a Hisense Home stands for high quality, innovative products that enhance and simplify their daily living experiences,” said Hisense Vice President of Sales and Marketing, Chris Kotis.
“As we focus on expanding our business locally, working closely with retailers across Australia and Zealand, Michelle joins our team at a time that is both crucial and exciting. We look forward to seeing her deep expertise in consumer marketing positively impact on our business,” he said.
Prior to joining Hisense, Wee built an impressive career in marketing and brand management, holding senior roles where she led impactful campaigns and fostered enduring relationships across retail and supply chain partners.
“I am thrilled to be joining the Hisense team at such an exciting growth phase,” she said.
“The innovation and technology found across the Hisense business is hugely impressive, and I look forward to introducing the 2025 product lineup across our hero categories including TV, Laser, Fridge, and Laundry. Hisense’s commitment to shopper experience will be supported through creative instore experiences and engaging digital marketing activations. Additionally, we will continue to leverage our sponsorships and partnerships with the NRL and FIFA Club World Cup this year.”
Wee’s appointment follows a highly successful CES 2025, where Hisense unveiled new products across TV, Laser technology and home appliances.
FrankMalcaus
MichelleWee
Smeg empowers staff at sales conference
Smeg held its annual sales conference in Sydney under the theme ‘Empowering Our Strength’. The event brought together sales teams and agents for two days of insights and collaboration.
Smeg Australia managing director Wayne Campbell, said, “This conference was all about strengthening our foundation as a unified, knowledgeable and motivated team.
“By empowering our people with the right tools, insights, and inspiration, we are setting ourselves up for a dynamic and successful year ahead.”
Attendees heard from Smeg’s leadership team, including Wayne Campbell, general manager of sales Chris Horne, head of marketing and product Nick Elgin, national sales manager – SDA Yassmin Hakim and general manager of professional Leon Wolf.
Attendees also heard from various marketing and product managers, as well as key members of the sales team, who shared valuable insights into market trends and product innovations.
The team also enjoyed hearing from guest speaker Wayne Pearce, former Australian rugby league great and Project Apollo strategist, who spoke about the power of unity, teamwork, and motivation.
The conference also provided hands-on experiences with Smeg’s small appliances, with live product demonstrations.
On the second day of the conference, the delegation visited Smeg’s purpose-built Ingleburn warehouse, where groups enjoyed demonstrations of upcoming product lines first presented at Eurocucina last year.
ELECTROLUX HOLDS FIRST LOCAL CONFERENCE IN SEVEN YEARS
Electrolux held its first company conference in seven years with 200 staff members coming together at the Hyatt Regency in Sydney.
During the conference the company discussed the major products scheduled for 2025, key marketing initiatives and addressed the challenges associated with the 2024 SAP implementation.
Under the leadership of ANZ Managing Director Kurt Hegvold, the focus and key messages of the conference were clear: accelerating growth, supporting each other and continuing to deliver exceptional value for customers and partners.
“We united the team to ensure we acknowledged the incredible work they’ve done and to unveil the vison to ensure we are the Growth Partner of Choice Every Time,” Hegvold said.
Innovation was the recurring theme as attendees were treated to a sneak peek of what lies ahead in 2025.
“ The launch of AEG Zukunft at IFA last year was a big milestone for us, but we’re not stopping there. Looking to this year, it was important to present to the team new product ranges for the Australian and New Zealand markets they can get really excited about. Importantly, they heard first-hand how we’re supporting our customers with highly engaging brand awareness campaigns and retail sales training for their teams,” he said.
Hegvold set the strategic agenda and took time to acknowledge the many highlights of the past year while planting the seeds for the year ahead to win the hearts and minds of consumers through insights, innovation, collaboration and outstanding service.
“With our new Group CEO, Yannick Fierling, taking the reins this year, we’re aligned on both empowering our employees to focus on the consumer without losing sight of growing profitably and delivering at speed.”
Hegvold acknowledged that 2024 presented challenges for the business, notably the implementation of SAP and he specifically referenced the patience of affected retailers and the personal impact experienced by many employees.
“For the challenges you have faced, the impact to our valued partners and the tireless support you have brought, often under duress, I apologise, it is on me. It is my responsibility to fix it and for your role in correcting our business, you have my eternal gratitude.”
Closing the day, employees enjoyed toasting peer success at a Gala Awards dinner to celebrate some of the great team contributions in the previous year. Hegvold summarised the day and shared the sentiment of attendees.
“Like everyone in this industry, we’ve seen some challenges in the last few years. What I’ve seen today was a truly united team, ready and excited to win together.”
Smeg MD Wayne Campbell presents to the sales conference.
KurtHeg
PHIL GAUT REPLACES JEREMY SENIOR AT SAMSUNG
Samsung Electronics Australia has appointed Phil Gaut as Director, Consumer Electronics (CE) replacing Jeremy Senior.
In this role, Phil will lead the CE division entailing of Audio Visual and Home Appliances.
Phil holds a 12-year long tenure at Samsung, first starting at Samsung Electronics UK in the former IT division which spanned both B2C and B2B notebook, print and display solutions; and in 2019 relocated to Sydney with his family, to join Samsung Electronics Australia.
During his six years leading the Display Brand & Monitors at Samsung Electronics Australia, Phil has spearheaded the subsidiary’s fastest growing division, inclusive of both a consumer and enterprise portfolio which consist of Pro-Display, Monitors and Memory (Storage) solutions. Prior to Samsung, Phil has an additional 12 years’ experience in the consumer technology industry, spanning a mix of sales and management roles.
As proud leaders in innovation, Samsung Electronics Australia continually evolve to better meet the dynamic consumer electronics landscape, and pre-empt our customers’ needs.
Glen Dimplex appoints new CEO
Glen Dimplex has appointed its Chairman Fergal Naughton as Group CEO.
Fergal Naughton, the son of company founder Martin Naughton, will take over the role in April from Fergal Leamy after six years in the role.
This is the second time Fergal Naughton has been CEO of the company – he was initially appointed CEO in 2016 when his father Matin Naughton stepped down as president of the company.
Martin Naughton started the company over 50 years ago when he founded Glen Electric in 1973. In 1977 he acquired Dimplex forming the Glen Dimplex Group.
Glen Dimplex Australia CEO, David Woodward, welcomed the appointment.
“Fergal Naughton has worked in and around the business his father started over 50 years ago for his entire life and so to have a family member running our family business makes sense.
Fergal has been to Australia many times and is very customer focused. Everyone within the local subsidiary has embraced the appointment wholeheartedly,” Woodward said.
In Australia, the Glen Dimplex portfolio of brands includes: Belling, Euromaid, Technika, Morphy Richards, Real Flame, Nectre, Masport, Dimplex, Nobo, Crossray, Blaze and Heatstrip.
Fergal Naughton said he was looking forward to the new role.
“I consider it a privilege to lead my family’s business, which was founded by my father Martin more than half a century ago.
“On behalf of the Board, our exceptional leadership team and all colleagues across our Group, I would like to thank Fergal [Leamy] for his significant contribution and collegiate support in driving our transformation as a solutions provider for more sustainable homes and businesses.
Phil has a people-centric approach, coupled with rich relationships, spanning all facets of retail and channel. Samsung welcomes Phil to the role, and with his deep industry expertise, he will navigate our business’s continued growth and success.
Former Samsung vice president –consumer electronics Jeremy Senior departed the company on 31 March after almost a decade with the company.
“In his tenure, Jeremy has been a valued member of the leadership team, first joining within Home Appliance and later overseeing all of CE, driving significant growth in a challenging market,” Samsung said in a statement
“We will miss Jeremy’s passion for the brand, and dedication to his craft and people. We extend our sincere thanks to Jeremy for his contribution to Samsung and wish him every success in the future.”
Appliance Retailer understands that a third division of Samsung was recently created for business-to-business sales, and responsibilities from both the CE and MX divisions were reallocated to this new B2B division.
MARCO PERCHANTE JOINS WORLDWIDE APPLIANCES
Worldwide Appliances has appointed well-known industry expert Marco Perchante to manage the Steel business in a newly-created role – Head of Luxury Brands for Australia and New Zealand spearheading the brand strategies for Steel, Fhiaba & Fulgor Milano.
Perchante has previously worked with a number of high-profile brands in the Australian market including Electrolux, Vintec, AEG, Miele, Samsung and Indesit.
“The Steel range of indoor and outdoor luxury appliances and kitchens complements the existing range of products from the Fhiaba refrigeration range,” Perchante said.
“The opportunities for the Steel business are different to when the brand was first introduced in Australia over 10 years ago. Steel can capitalise on delivering a full kitchen solution for retailers and consumers – rather than just a standalone built-in oven that is available from many manufacturers.
“Steel is the only brand in the marketplace that can offer handmade Italian appliances for consumers looking for indoor and outdoor kitchens featuring appliances and with complimentary integrated kitchen storage solutions.
“The commercial heritage of the Steel brand has resulted in a range of products that are completely unique in the market.”
PhilGaut
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Electrolux Group CEO Yannick
New Electrolux CEO makes first visit to Australia
Fierling has made a whistlestop visit to Australia – his first as the head of the company.
In an exclusive sit-down interview with Appliance Retailer, Fierling shared insights into his time with the business as well as the challenges and opportunities facing the business.
Fierling joined the business on 1 October from Haier Europe and spent three months transitioning with former CEO Jonas Samuelson before formally commencing on 1 January.
“I am pleased to be here in Australia –our fourth largest market for Electrolux by value and volume. I have visited our three strongest markets – US, LATAM, and Brazil in particular being our largest market there, followed by Germany and now Australia. We have very strong market share here in Australia and we are very proud to be a manufacturer here as well which is a great thing.
“I love our brands – we have some brands that are more than 100 years old with a lot of value and we are constantly launching innovations that are customerrelevant and that’s why our customers love our products,” he said.
DOWNSIZING AND DIVESTMENT
Fierling addressed the downsizing and divestment decisions that were made to the company prior to his arrival.
“The company has been taking very courageous decisions in very difficult moments. We have been downsizing our organisation by more than 20 per cent between 2022 and 2024. We have been moving away from brands like Zanussi and from entry price points where cost is the main driver. I think cost reduction is a very important pillar and will remain a very important pillar – but we are now moving into taking additional cost out of the product through reviewing our ways of working.
“I am also focusing on the transformation side of the equation. I am dreaming about a company that is able to leverage all of the strengths it has in terms of customer knowledge and innovation as well as brand legacy with more speed and agility.
“The market and the environment is changing so fast around us – and I really believe that you need to move and you need to change and you need to constantly transform. I have met with a lot of people that are willing to change and willing to transform and change is very much welcome.
“I have been meeting with many people who want to improve and they want to be even better in the future. For me, it has been a pleasure to cooperate with them and I have had great meetings with the Australian team.”
NORTH AMERICA REMAINS A CHALLENGE
“One of the biggest challenges that remains is North America. The missed acquisition of GE Appliances in 2016 and then the bankruptcy of Sears means we are still in a recovery phase, however we have been taking the right steps since. We have been making progress month after month and quarter after quarter, but still North America remains the biggest challenge.”
Fierling confirmed he is also committed to finding growth opportunities in the Australian market.
“Growth is what we are aiming for. We want to remain humble, but we want to take full advantage of the launches we have in front of us and the innovation we are offering the end consumer in the coming months and coming quarters –and we have some great things to come. There are also lots of opportunities from a brand mix perspective and product mix as well.”
L-R, Yannick Fierling, Terry Smart (JB Hi-Fi CEO), Anna Olsson-Leijon (Electrolux Group Executive VP and Head of Europe & APMEA) and Matt Steenvoorden (e&s).
“As a company, we need to grow again and create profit by growing. We have all of the ammunition to do so – we have great products, we are launching new innovations into the market. Mix is a big opportunity that we have in front of us – if you look at this market – AEG and Electrolux are great brands that can grow on top of Westinghouse and there is much more to come going forward.”
MESSAGE TO AUSTRALIAN RETAILERS
During his visit, Fierling sent clear messages to local retailers as he met with several customers and end consumers in Sydney and Melbourne.
“I like to spend quite a lot of time in the shops as we need to serve these markets. I really want to understand how the customer is interfacing with our products. I love to speak with salespeople to understand how they perceive our products as well as our strengths and weaknesses. If I get a chance to speak with end consumers – I love it even more. I want to see reality, I don’t want to see made up reality. It is really the only thing that counts – the market and the people facing the end consumer. We are all here to support the Australian and New Zealand teams and retailers in order to grow further moving forward.
“I would like to tell our retailers that we are here for them. Our aim is to serve the end consumer and keep on having them loving our products. The only thing that counts is to make the end consumer happy and to add value in their daily life.
PERCEPTION OF THE AUSTRALIAN MARKET
When asked about his perception of the local market, Fierling said he sees Australia as occupying a unique position globally.
“I see the Australian market as a very progressive market with a strong identity at the frontier or the crossroads between several markets – China, Europe and North America. Globally, I think today we have quite a lot of challenges – the world is very uncertain and very volatile. Lately there are tariffs which has
BELOW:
Harvey Norman CEO Katie Page talking about the Harvey Norman retail experience with Yannick Fierling and Anna Olsson-Leijon (Electrolux Group Executive VP and Head of Europe & APMEA).
been changing and I think this presents challenges as well as opportunities. You also have Europe with a war in Ukraine and a changing environment. Australia is a market which has a level of stability and is the right mix between these other markets.”
DIFFERENTIATING ELECTROLUX FROM THE COMPETITION
When asked about other brands in the market, including previous companies he has worked for including Whirlpool as well as more recently Haier and Fisher & Paykel, Fierling said Electrolux had a clear opportunity to differentiate in the market.
“We have to nurture our differences compared to some of the other companies in the market. For instance, the fact that we are manufacturing products close to our end consumers in Australia – and we have been using insights to customise our products for the end consumers is very important to us. By keeping this closeness and understanding the consumer as well as having a team who collaborates on a daily basis with our end consumers in this region – this is very important for us. We also want to leverage our brands and create products that are made for the markets with technology but not technology for technology’s sake – technology that is adding a value to end consumers and then we can move forward with the strengths that we do have as a company.”
FLOORCARE, WELLBEING AND SMALL APPLIANCE STRATEGY
Fierling commented on the company’s strategy in the floorcare, wellbeing and small appliance categories.
“I don’t think we have our fair value in terms of the wellbeing and vacuum cleaning category. I think we may have lost a little bit of this focus in the past and we want to recover this focus,” Fierling said.
“We are well known as a floorcare company because we invented the modern vacuum cleaner many many years ago and there would be a lot of parents and even grandparents that would have an Electrolux vacuum cleaner in their home.
“I don’t think we have the fair share in terms of floorcare and we are heavily investing in these categories and currently putting in a lot of effort in order to get a fair share moving forward. A vacuum cleaner is a completely different product to a washing machine or a refrigerator and we need to absolutely bring what consumers are expecting from us as Electrolux and as a vacuum cleaner company and brand,” he said.
When asked about a potential re-entry into the local small appliance category, he confirmed that there is analysis into this market.
“Our aim is to occupy the home of people and also the kitchen. We have great products that we manufacture here in Australia and certainly when you look at major domestic appliances, you think as well about small domestic appliances which complete the kitchen. This is something we are looking at for sure,” he said. AR
The Next Chapter for e&s and JB-Hi-Fi
BY JAMES WELLS
Over 200 delegates including supplier and brand partners as well as internal store managers and staff attended the e&s conference titled ‘The Next Chapter’ at the Park Hyatt Hotel in Melbourne in early March.
After arriving on Monday 3 March for check-in at the Park Hyatt Melbourne and a welcome cocktail party at Siglo bar in Melbourne, a full-day conference was held on Tuesday 4 March.
Panel discussions included a detailed overview of the future of the e&s business under the new JB Hi-Fi ownership with e&s managing director, Rob Sinclair joined by JB H-Fi COO Nick Wells on more than one occasion for a panel discussion.
Other panels featured e&s staff providing a deep-dive into various parts of the business’ operations including Brand & Products, Customer Engagement, Delivery as well as After-Sales Service and Value.
The event concluded with a gala dinner held at the Park Hyatt Melbourne with food prepared by one of Melbourne’s best chefs Jacques Reymond and paired with wines selected by Paringa Estate owner and winemaker, Lindsay McCall.
“e&s do a great job in Victoria, but going interstate is a different story. We are excited about interstate expansion but at the moment we have work to do in Victoria to set us up for that future growth.”
– Nick Wells, JB Hi-Fi
VICTORIA INITIALLY – NOT NATIONAL EXPANSION
The message from the conference was clear — Victoria will remain as the focus for additional e&s branded bricks and mortar stores initially ahead of any national retail expansion under the new JB Hi-Fi ownership.
Speaking at the conference, Sinclair and Wells participated in a panel discussion discussing the next steps following the acquisition of the previously privately-owned business by the publicly-listed company last year.
Wells commented on the recent strong performance from the Western Australia and Queensland markets in particular for the JB Hi-Fi Group, but Sinclair was quick to hose down a rapid retail expansion into additional states outside of Victoria.
“When you look at plans for the business, we have some consolidating to do in Victoria and we will continue to do that and get ourselves prepared – and then growth is definitely an objective,” Sinclair said.
Wells then shared learnings from the JB Hi-Fi business and explained why the focus in the short term will remain within the state of Victoria.
“e&s do a great job in Victoria, but going interstate is a different story. We are excited about interstate expansion but at the moment we have work to do in Victoria to set us up for that future growth,” Wells said.
“We think there are new store opportunities in Victoria and we have a store in Epping opening in June that I visited recently that is looking great and we also have an opportunity in the Mornington Peninsula and we know we have other opportunities where there are gaps. So we will continue to open stores in Victoria, but expanding outside of your home state – and we have learnt this lesson – you need the systems and you need the processes and the tools to set you up for success,” Wells said. →
Rob Sinclair addresses delegates at The Next Chapter conference.
Nick Wells (JB Hi-Fi COO) on stage with Rob Sinclair (e&s MD) at the e&s conference in Melbourne.
Marketing expert and moderator, Russell Howcroft (left) speaks with e&s MD Rob Sinclair and JB Hi-Fi COO Nick Wells about The Next Chapter.
EXPANSION CHALLENGES
Sinclair reflected on the challenges with store expansion specifically in regional areas drawing on previous experience with the e&s store that was opened at Geelong in 2011.
“Ultimately the first semi-regional location we went to was Geelong. You do need a critical mass in a town to ensure you have the ability to create the right sized retail business and be profitable, so it is a slower burn and it is harder. There are obvious locations once the population is north of 100,000 as then you have an area or a region that you can service quite well,” Sinclair said.
“Let’s say we want to go to a location like Bendigo – it is two hours from Melbourne and from my point of view when a consumer comes to e&s, they want to see a full-blown e&s. The Geelong store is a 2500 square metre store and pays absolute respect to the consumer because the consumer wants range and they can see all of our brand partners and say to themselves that they don’t need to go anywhere else. So capturing consumers and ensuring they get everything they want in the one shop is important – under-servicing a location with a small store is a big risk,” Sinclair said.
“There are obvious locations once the population is north of 100,000 as then you have an area or a region that you can service quite well.”
– Rob Sinclair, e&s
JB Hi-Fi CEO Terry Smart shares e&s insights
JB Hi-Fi CEO Terry Smart kicked off the e&s conference by reinforcing the strategy behind the recent acquisition.
Smart presented through a pre-recorded video and shared important insights and reasons for the acquisition and the opportunities it provides the JB Hi-Fi business.
“Welcome to the Next Chapter,” Smart said.
“You know our brands – JB Hi-Fi, The Good Guys and with Rob we welcome e&s to the group. I have been lucky enough to be part of the JB Hi-Fi Group for the best part of 25 years and I have to say it is an exciting time as we think about the future of the business and the opportunities that e&s will give us.
“Nick Wells – our group COO – is joining you there in person and will explain why the acquisition is important to us,
but as you know, the e&s brand gives us the chance to connect with a new and expanded customer base.
“e&s allows us to do this with its brand strength in premium appliances, the bathroom category and the important commercial sales channel. We are committed to maintaining the position that e&s holds in the market and to build on the fantastic work that Rob and the e&s team have done.
“I think the group brings significant opportunities for our customers, for our team members and our suppliers. Today is about making sure we are all aligned as we move into this next chapter and having open and strong relationships with all of our suppliers is vital to the group’s ongoing success. We look forward to continue to work with you closely and growing the e&s brand.”
George Bonica (Mitsubishi Electric) and Rob Sinclair (e&s).
Chris Horne (Smeg), Rob Sinclair (e&s) and Gabriele Flisi (Smeg).
“Homemaker centres are great, but the utopia is to have all three brands close to each other.”
– Rob Sinclair, e&s
JB UTOPIA – ALL THE BRANDS TOGETHER
JB Group shared plans at the conference to investigate sites where all three of its retail brands could be physically present in one location.
Sinclair described the opportunity to co-locate the three brands as “utopia”.
“We have discussed creating precincts for clients to shop in,” Sinclair said.
“Homemaker centres are great, but the utopia is to have all three brands close to each other. For us, if there isn’t a competitor making it an attractive precinct for us, the power of the JB Group is to have the precinct in-house and create that ourselves. We really are in charge of our own destiny when you see the unique position that all three brands in the group have.”
Wells supported Sinclair’s comments on stage during the same discussion at the conference.
“We like to be where customers are shopping generally and to have all three of our brands there. We believe they are complimentary and work well together, but at the same time we are very happy to be where competitors are. We believe in catchments, we believe in drawing traffic to an area, and we back our offer to be as good as anyone else’s in the market, so when consumers are there we think we can get them.”
Wells used a specific example of the Essendon precinct in Melbourne where all three brands are already currently located close to each other.
“We already have three stores sitting next to each other in a catchment, and all three are very successful stores,” he said. →
Fiona Clark (Asko), Rob Sinclair (e&s) and Rob Butchatsky (Asko).
Jason Healey (Haier), Rob Sinclair (e&s) and Scott Kent (Fisher & Paykel).
Megan Strong, Camila Marzochi, Rob Sinclair and Louise Holmes from e&s.
John Keating (Qasair), Rob Sinclair (e&s) Maria Falzon (Qasair) and Guy Keating (Qasair).
“We have to run these businesses separately because we don’t want to dilute the brands.”
– Nick Wells - JB Hi-Fi
THREE-BRAND STRATEGY
Wells also elaborated on the three brands and where the synergies and separations exist within the JB Group parent business.
“Our brands go to market separately deliberately. We know what the role of each brand is and we want to protect our brands. e&s is a 60 year-old brand and it takes a long time to build a brand and it is easy to wreck it. For us, we want to protect the brands and go to market separately – and for suppliers that means anything from our perspective that is customer facing or impacts how the customer perceives the brand – buying, store operations, marketing, visual merchandising in store – those functions are separate in how we run our business – it is too risky to try and combine those, so we keep those functions separate.
“What that means is that e&s will continue to buy from suppliers in the same way they do today – yes they have the backing of JB Group and hopefully we can give the buying team great systems and tools and some intellect to buy better and yes we will share some data as well, but it will still be a pretty separate business into the future.
“We have to run these businesses separately because we don’t want to dilute the brands. The biggest risk that we have in our business is if we start to integrate functions and centralise everything and there is cross over on all of our brands and then we dilute all of our brands. We may miss out on some synergies overall, but this is the choice that we have made to protect the brands,” Wells said.
“When you talk about why e&s for us, fundamentally I come back to the culture piece and the focus on the customer – the products [the three retail brands] sell might be different, but we are known for the biggest range and the best brands and if you can’t get it at our stores you can’t get in anywhere. None of our retail brands really sell private label as we believe in selling the world’s greatest brands and value our customers. It doesn’t mean we are always the cheapest, but we are providing service and value and customers know they are not going to get ripped off when they shop with us.” AR
Kristy Dalton (e&s), Jess Denman (e&s), Frank Malcaus (LG), Rob Sinclair (e&s), Rhiannon Bye (e&s), John Menzagopian (LG) and Alexandra Tragear (e&s).
Rob Sinclair (e&s) and Matthew Searle (Pitt).
Michael Jackson (Narta), Rob Sinclair (e&s), Kay Spencer (Narta) and Darren Spencer (Narta).
The Electrolux team Andy Grenville, Melissa Owens, Hass Mahdi, Kurt Hegvold and Stivane Issa with Rob Sinclair (centre) from e&s.
Tristan Peters (Andi-Co), Rob Sinclair (e&s) and Emile Redden (Panasonic).
Benchtop Cooking
AIR FRYERS | BENCHTOP OVENS | BREAD MAKERS
OUTLOOK
Consumers continue to buy, as air frying isn’t dying
BY JAMES WELLS
With air frying dominating the benchtop cooking segment, the small appliance market continues to benefit from consumer adoption as this category’s awareness and popularity continues to grow.
Compact benchtop cooking appliances are favoured by consumers due to their convenience, versatility and energy efficiency and in some cases carry many of the features traditionally reserved for larger built-in ovens.
The next stage in this category’s development is the introduction of multi-functionality and incorporating
air frying into a number of different devices with a multitude of applications for snacking and major mealtime solutions.
Enthusiastic consumers are entering their second purchasing phase in this category – trading up to better features including larger capacities and faster cooking times.
Suppliers have identified that there is still a knowledge gap where many consumers, even those that own a machine, are still not aware of their entire range of applications and features available on these products.
NEWELL BRANDS
Katie Cannaby Brand Marketing Manager
In what Newell Brands said was unsurprising news, air fryers continue to dominate Australian kitchens now making up six in every 10 benchtop cooking products sold.
Sunbeam had a strong year in this category and is now the fastest-growing brand in this space, the latest GfK data showed, driven by consumer brand trust and a strong focus on innovation, with first-to-market launches in Steam Air Frying and Dual Zone Air Frying in the past 18 months also contributing to category growth, Katie Cannaby said.
“Multifunctionality continues to reshape the category as consumers seek versatile appliances that streamline meal prep. This means that the lines between subcategories continue to blur, with air fryers now integrating ovens, steamers and grilling functions, while snack makers evolve with enhanced performance features to cook a wider variety of foods than ever,” she said.
Looking ahead to 2025, the category is defined by a ‘trade-up’ mindset, with consumers not replacing appliances but actively upgrading for better performance, faster cooking, and smarter features. “Sunbeam is well-positioned to lead this shift, offering the broadest range of benchtop cooking appliances with unique innovations that simplify the decision to upgrade. Recent launches in the snack maker category showcase this, with patented features like the extra height hinge and industry-leading claims such as 20% faster heat-up and cook times.”
Sunbeam will drive category engagement over the winter period with high-impact instore activations, prominent end caps, and conversion-focused displays. These efforts will be supported by a strong digital presence, influencer partnerships, and content that brings real-life cooking experiences to life.
Sunbeam Alinea Air Fryer
` Viewing Window & interior light – easily check on food progress without having to open the cooking basket
` DiamondForce™ Coating – 2x more durable than other non-stick air fryers and even easier to clean
` Large Capacity, Small Footprint – contained in a compact design to save bench space
` 10 preset functions – select using the digital display
` XXL 7.5L capacity
RRP $229
Sunbeam is continuing its partnership with cooking ambassador Steph De Sousa that has been extended to cover more kitchen areas. “Together, we aim to inspire and educate home cooks, making it easier for them to choose the right tools and cook with confidence. With her expertise and engaging approach, she will continue to be a trusted advocate, helping elevate the cooking experience with Sunbeam,” Cannaby said. AR
GROUPE SEB
Noel Hsu Senior Product Manager ANZ
The benchtop cooking category has continued to evolve, driven by consumer demand for convenience, versatility, and energy efficiency.
“Over the past 12 months, we have seen a shift towards larger-capacity, multifunctional appliances that cater to family-friendly cooking and time-saving meal preparation,” Noel Hsu said. “Smart technology integration, such as automated cooking programs and app connectivity, are becoming increasingly relevant as consumers seek intuitive, hands-free solutions.”
Air fryers and multifunctional cooking devices are among the fastest-growing categories in benchtop cooking. “Energy-efficient cooking solutions have also gained traction, with more than 60% of consumers prioritising appliances that help reduce electricity usage,” he said, quoting 2025 industry market research.
Tefal Dual Easy Fry XXXL 11L Air Fryer EY9428
` 11L total capacity for families or entertaining
` XXXL family size with 6.5L drawer for mains and 4.5L for sides
` Uses up to 65% less energy and cooks 45% faster than a traditional oven
` Versatile cooking options with seven preset programs and manual control (40–200°C)
` Sync function allows different ingredients to be ready at the same time
RRP: $549.95
“Consumers are looking for appliances that deliver time efficiency, energy savings, and healthier cooking alternatives and Tefal’s benchtop cooking range, including our Dual Easy Fry XXXL 11L Air Fryer, meets these needs.”
Tefal is reinforcing its leadership in benchtop cooking with a multi-channel marketing strategy in 2025 comprising mass-market advertising campaigns in partnership with Jamie Oliver, influencer collaborations to showcase product features in real-life settings, retail activations and in-store demonstrations, along with digital and social media promotions amplifying seasonal campaigns. There is a comprehensive suite of retailer training materials too, such as digital product training modules, video tutorials highlighting key product features and in-store demonstration guides.
As consumer demand for time saving, energyefficient, and healthier cooking solutions grows, the benchtop cooking category presents significant opportunities for retailers, according to Hsu. “Investing in multifunctional, highcapacity appliances that align with these evolving preferences will drive strong sales performance.”
Beyond economic conditions, one of the main challenges facing the sector is consumer education and helping shoppers understand the full potential of their appliances.
“Many consumers underutilise features beyond basic air frying, missing out on functionalities like baking, roasting, and dehydrating. Tefal is addressing this through enhanced retail training and digital content to showcase the full cooking potential of our products.”
Retail partner support covers product training, in-store promotions, tailored marketing assets for digital and in-store, and a supply chain strategy ensuring stock availability during peak periods. AR
LIV E MORE
STEAMY, CRISPYdreamy
SMEG
Luca Duarte
Product Manager – Small Appliances
The benchtop oven market has remained relatively stable while portable hobs have experienced steady growth as competitors introduce larger cavity models, with a strong focus on air fry and functionality into the category.
“At Smeg, we are not only focusing on air fry and conventional oven functions but introducing steam capabilities in our Combi-Steam Oven COF01, that can do combi-steam cooking, with 20%-70% humidity control, but also 100% steam,” Luca Duarte said.
Smeg has also taken extra steps with its portable hob by providing users with an in-pack temperature probe, allowing users to monitor the core temperature of food. This enables precise cooking by either automatically stopping cooking once a target temperature is reached in probe target mode or maintaining the desired temperature for a specific time in probe timer mode.
According to Duarte there has been growth in lower price brackets, where a majority of the market sits at the moment. “With our new benchtop cooking products, we are bringing our cooking history and major appliance technology into smaller platforms, enhancing the customer cooking experience at home.”
Consumers are also looking for functional products that allow them to explore multiple recipe options.
Smeg Benchtop Combi-Steam Oven COF01
` Galileo combi-steam technology
` Versatile cooking functions
` Adjustable humidity levels
` Chef mode
` Intuitive LCD display
RRP: $1,699
“With our COF01, users can explore one of eight cooking functions to create delicious meals, whether that be through conventional cooking, combisteam, pure steam, or air fry. The oven also has 33 built-in recipes, taking out all the guess work, all the user needs to do is input the weight and the oven will adjust cooking time. The portable induction hob has nine power levels with the optional boost function, all accessible through the easy-to-use touch control panel.” Using the temperature probe, users can cook to precise temperatures, anywhere from 40°-99°C, should they want to cook with meat or experiment with sous vide cooking.
Smeg marketing support includes multiple social media personalities supporting its products, designed to give followers an insight into what it’s like using products daily. “Through this, we hope to drive more interest into our benchtop cooking products. Smeg Small Appliances provide retailers with improved average sell prices, new design and colour aesthetics,” he said.
However, a key challenge is revolutionising consumer perceptions of benchtop cooking.
“Consumer are accustomed to products that at times can deliver lacklustre results and through our new products we want to demonstrate that benchtop cooking can be as good as larger domestic appliances.”
Smeg is supporting retail partners with relevant POS outlining the features and benefits of products, in addition to support through the Smeg Learning platform. AR
FROOTHIE Francois Nassif General Manager
The benchtop cooking category has evolved significantly over the last 12 months driven by a growing demand for sustainability, efficiency, and smart technology, according to Francois Nassif.
“Consumers are increasingly prioritising highquality, durable appliances that minimise waste and contribute to a more sustainable kitchen.
“We have seen a continuing increase in the demand for all-in-one appliances that save space while offering multiple cooking functions, reducing the need for numerous different cooking appliances.
“Smart kitchen technology continues to gain momentum, with appliances featuring automated programs, app connectivity, and self-cleaning functions, allowing users to save time, reduce effort, and streamline meal preparation.
“As modern kitchens become more compact and efficient, we have noticed a rising demand for versatile, long-lasting, and intelligent cooking solutions, shaping the future of benchtop appliances.
“In response to shifting consumer demand, we have continuously evolved our all-in-one Thermocooker. The latest 3.0 model integrates industry expertise, customer feedback, and market trends, ensuring it meets the needs of today’s home cooks.
“We believe the most important features for consumers are healthy, efficient cooking that helps them spend less time in the kitchen. Consumers also seek great value for money, excellent quality, and an “all-in-one” machine that can perform multiple cooking and baking functions. Additionally, the ability to connect to the internet for an even wider variety of recipes and options is a key consideration.
“The Thermocook Pro M 3.0 was designed with exactly this in mind – a high-quality appliance that cooks healthy meals, is quiet, efficient, compact and easy to use. Best of all, it comes with a 2-year warranty, locally supported by our customer service team, and a 30-day money-back guarantee, ensuring complete satisfaction.
“Due to the overwhelming success of our launch, we’re ramping up our investment in brand and product awareness to reach even more customers in 2025.
Thermocook Pro M 3.0 – The Most Superior All-In-One Kitchen Appliance
` Powerful 2400W motor for seamless multifunction cooking
` Free access to an ever-growing library of recipes + 10+ stainless steel accessories
` Dishwasher-safe stainless-steel parts
` Family-sized 3L stainless steel bowl with built-in scales, extra volume for larger recipes
` 7-inch or 10-inch
colour touchscreen display with manual & automatic functions
RRPs: $1,400 (7-inch) and $1,600 (10-inch)
“A key focus for 2025 is also launching in retail to provide consumers with an opportunity to experience the product firsthand, ensuring they get a true feel of its quality and capabilities.
“Our strategy for 2025 focuses on strengthening our brand presence by building on successful influencer collaborations while forging new partnerships with key voices in our industry. We will also expand our reach through high-impact brand alliances that align with our values and audience. Additionally, we are enhancing our advertising efforts across both digital and print media, ensuring a well-rounded approach that maximises visibility and long-term brand affinity.
“We will also maintain a continued focus on after-sales support, including expert advice from professional users and chefs, how-to videos, recipe demonstrations, and future planned webinars. Additionally, we will continue to update our recipe library and add more preset programs based on customer feedback and evolving needs.
“Since our launch in 2011, our commitment has always been to source and develop great products offering exceptional quality and customer satisfaction – such as our Healthyfry 3.0 Airfryer, with built-in recipes app that will be an Australian-first.
“The latest Thermocook model reflects this focus – designed for durability, performance, and innovation. However, what truly sets us apart is our dedication to after-sales support. With local customer service and ongoing software updates, we ensure long-term customer satisfaction, leading to strong loyalty and repeat purchases. AR
PANASONIC
Ginger Yu Product Marketing Manage
Panasonic Rice Cookers and Bread Makers continue to be popular as multi-function products that make home cooking easier, providing versatility for creating different meals. These products support health and wellness with features such as the gluten-free options in bread makers and reduced starch content in rice cookers, according to Ginger Yu.
Consumers are looking for smarter benchtop cooking products that deliver consistent, healthy and tasty results, she said.
“Panasonic’s new SR-D Series Rice Cookers feature an automated pre-programmed waterless cooking function. This method cooks using the moisture in food such as meats and vegetables. Vitamins and minerals are retained, as the slow cooking process brings out the natural umami and sweetness of the ingredients, allowing dishes to be prepared with minimal seasoning,” she said.
Rice cookers have a slim-line design with flat buttons, to fit seamlessly into modern kitchens.
` Cooks up to 10 cups of rice
` 10 versatile preset menus
` Waterless cooking retains nutrients, minimising vitamin and mineral loss
` Binchotan charcoal layer delivers heat to the core of each rice grain
` Top control panel allows easy and straightforward operation with delay timer
RRP: $249
“
Consumers are looking for smarter benchtop cooking products that deliver consistent, healthy and tasty results. ”
Panasonic was an early adopter of induction cooking, and the SR-HL151KST Rice Cooker uses a three-way induction heat and precise temperature control to deliver soft and fluffy rice. It also features technology to help to reduce the starch content of the rice, by separating the starch from the rice as the grains are cooked by the steam.
“Our bread makers ensure complete control over the types of flour and ingredients used and make it possible to set kneading, rise and baking items for creating a healthy homemade loaf. Those who are gluten-intolerant, prefer gluten-free options, or are a creative baker can enjoy the freedom of any recipe without hassles and mess. For those healthconscious about preservatives from pre-made foods, the Panasonic Bread Maker can fulfill their needs,” she said.
Panasonic works with retail partners on initiatives to drive sales across all categories, with in-store promotions, value-adds such as e-books plus ambassador, social, EDMs and marketing activities.
Panasonic is launching a range of short ‘how to’ You Tube videos in 2025 that provide a simple explanation of product features to help retailers and consumers. Videos will include how to cook brown rice in a rice cooker, use a delayed timer for meal planning, set up a loaf ahead of time for bread to be ready in the morning and how to create home-made jam in a bread maker.
Panasonic is highlighting its range of recipes that can be created in rice cookers and bread makers with e-books from its ambassador Marion Grasby and content creator chef Shellie Froidevaux.
Panasonic recently partnered with Harvey Norman to feature a Marion Grasby recipe e-book on the retailer’s website, that is free to download and includes an exclusive promotion with the chance to win a Panasonic kitchen appliance, with more promotions planned in the future. There is also a Kitchen Instagram channel, for sharing recipes, handy tips and competitions with followers that includes monthly EDMs with the latest home appliance updates. AR
Panasonic Rice Cooker SR-DL184WST
GLEN DIMPLEX
Richard Banks
Product & Marketing Coordinator – SDA
Sales trends indicate that purchase behaviour in the benchtop cooking category in the last 12 months has remained steady, with Australian Bureau of Statistics data showing that while consumer sentiment has been variable, demand for household goods and appliances is strong.
“However, consumers are becoming more selective in their purchases, focusing on appliances that offer value, durability, and multifunctionality. This shift in behaviour reflects a growing desire for long-term investments in home appliances,” Richard Banks said.
“Consumers want appliances that offer ease of use and value for money with reliability and durability key factors when making purchasing decisions. Our products are designed with practicality and longevity in mind, ensuring they meet the needs of modern home cooks.”
Despite ongoing financial pressures from the cost of living, there is still demand for kitchen appliances, as consumers continue to prioritise home cooking and entertaining. “Morphy Richards is committed to exploring new product innovations in 2025 that will cater to evolving consumer needs to meet the growing demand in this category.”
Aside from economic pressures, global supply chain disruptions remain challenging are continue to affect the market, Banks said.
“In the current economic climate, which presents challenges for both suppliers and retailers, our focus is on growing Morphy Richards’ brand awareness to reach a broader audience to drive higher sales.” AR
Breville Smart Oven Air Fryer XL BOV905
` 14 smart cooking functions
` 28L extra-large capacity
` Dual speed convection reduces cooking time up to 30%
Compact ovens continue to be a key category for Breville, Julio Enriquez said. “In October 2024 we strengthened our Smart Oven offering, adding the Smart Oven Air Fryer XL to the lineup. Drawing on experience from other Breville markets, we knew this larger 28L capacity format was a particularly popular choice, and one that many Australians have been waiting for us to release,” he said, adding “sales of this model have exceeded expectations so far”.
While drawer style air fryers have become a massive retail sub-category, Breville recognises that the Smart Oven range is a format that produces exceptional cooking results across a range of techniques, including air fry.
Following its release, Breville followed up with new messaging about the energy savings of the Smart Oven range when compared to built-in wall ovens. Breville claims its ovens “use up to 35% less energy, compared to a built-in oven, based on internal benchmark testing”.
In 2025 Breville will continue supporting its cooking portfolio with multiple marketing engagements comprising traditional, digital and social media, plus gift-with-purchase promotions. “In store merchandising is still an area of opportunity for Breville,” Enriquez said. AR
“
Retailers can assist consumers by presenting the category that highlights key benefits, making the products easy to understand at point of purchase.
DE’LONGHI
Abby Lord Brand Manager
The Australian air fryer market has moved beyond being a simple trend to becoming a kitchen staple, driven by convenience and perceived health benefits. Consumers are taking up multi-functional models with advanced digital features like dual zone cooking and precise temperature control, the latest Meta data analytics showed. “This surge in popularity is fuelled by increased sales, a competitive market, and significantly, social media trends showcasing viral recipes and cooking hacks, keeping the momentum of air fryer versatility thriving,” Abby Lord said.
Shoppers are seeking multi-functional air fryers with advanced digital features and precise temperature control that make it easy to create nutritious food, save time and money. “The Braun MultiFry 5 air fryer excels in these areas. Its Real Oven 3-in-1 technology allows for air frying, baking, and grilling, while dual heating elements guarantee even cooking and faster results with 20 automatic cooking programs designed to simplify meal preparation,” she said.
“While the air fryer category faces challenges such as market saturation and customer confusion, the abundance of choices can be overwhelming, which is why we have prioritised clarity and quality. Braun distinguishes itself through innovative technology, such as dual heating elements, and easy-to-use preset cooking functions. We support informed purchasing decisions with clear and engaging point-of-sale materials, impactful imagery, and consistent messaging that demystifies product features.
Braun Multifry 5 Air Fryer HF5073IBK
` Cooks meals 50% faster than a traditional oven, saving time and effort
` Up to 70% savings cooking frozen French fries compared to a traditional oven.
` Up to 90% less fat when deep frying for healthier homemade meals.
Our commitment to in-store training, team engagement activities, and displays ensures retail partners are well-equipped to guide customers.”
Empowering retail teams to confidently demonstrate product benefits will help consumers make informed choices,” she said. “Retailers can assist consumers by presenting the category that highlights key benefits, making the products easy to understand at point of purchase.”
Braun Household is supporting retail partners by investing in key new product launches across key selling periods. This investment spans online and in-store marketing executions, retail staff training, effective POS merchandising, social media advertising, and working with retailers to ensure ranging and supply demands are met. AR
Dishwashers
BUILT-IN | FREESTANDING | INTEGRATED
OUTLOOK
More consumers seeking less water and energy consumption
BY JAMES WELLS
Rising living costs combined with supply chain challenges are some of the main issues identified by suppliers to the dishwasher category.
Despite economic pressures, consumers are still researching products that deliver sustainability to the environment in terms of water consumption and energy consumption.
Recent data has shown a 15 per cent increase in dishwashers with a 4-star rating or higher demonstrating the importance of energy and water consumption to consumers.
Brands are making a choice whether to focus on the volume-driven end of the market, or differentiate with features at a much higher pricepoint.
Premium features are not always focused on smart technology or even artificial intelligence, with aesthetics and design also playing a part to stand out on the shop floor.
Higher-priced models are attracting consumers with better wash programs, connectivity, automatic detection functions, quieter operation, adjustable racks as well as flexible and unique loading capabilities.
The dishwasher category has seen an accelerated move towards smart, energy-efficient products, along with dishwashers that blend functionality with style. There has also been a rise in sales for dishwashers that offer enhanced flexibility, quieter operation, and, notably, a greater focus on sustainability, according to Smeg. Consumers are becoming more discerning too about appliance energy ratings, water efficiency, and its environmental impact.
Smeg has also picked up on demand for high-end, European-designed dishwashers, with a focus on performance and aesthetics.
The latest data reveals that approximately 80% of Australian households have a dishwasher, an indication of the growing popularity and integration of dishwashers into Australian homes, especially in urban areas where modern appliances are more common, Rodney Manauzzi said. This increase in households with dishwashers is supported by factors such as convenience, energy efficiency, and changing consumer lifestyles.
“According to recent data, 2024 saw a 15% increase in sales of dishwashers with energy ratings of 4-stars or higher, reflecting the growing importance of energy efficiency to consumers. Additionally, premium dishwashers, combining superior functionality with unique designs, experienced a 10% sales boost last year, demonstrating that consumers are willing to invest in quality, especially when it offers long-term savings and better environmental outcomes,” he said.
And sustainability is no longer a buzzword but a key purchasing consideration for consumers.
“In the dishwasher category, this means a shift towards products that use less water, lower energy, and reduce overall environmental impact. Sustainability is at the core of our brand ethos, and Smeg are committed to reducing the environmental footprint of its products while ensuring they perform at the highest level.
Smeg Built Under Stainless Steel Dishwasher
DWAU6234X4
` Patented Planetary wash system
` 10 wash programs
` Aquatest turbidity sensor
` Dry assist and auto door opening
` Inverter motor
RRP: $1,790
Smeg’s latest dishwashers are equipped with several sustainability-focused features, such as water and energy efficient cycles and eco-friendly construction. Features consumers prioritise are energy and water efficiency, quiet operation, particular in open plan living spaces and flexible interior layouts. Adjustable racks and loading flexibility are highly valued too.
“Our new Sapphire premium dishwashers have responded to these needs by offering features like premium baskets with fully adjustable racks, a silent wash program for ultra-low noise levels, and a 4-star energy rating that ensure consumers are getting the best performance at minimal environmental cost,” Manauzzi said.
Looking ahead to 2025, Smeg is ramping up its marketing efforts building on the brand’s heritage of Italian design and innovation, with a strong emphasis on sustainability and energy efficiency. This includes digital and social media, with a focus on promoting energy-saving benefits along with point-of-sale materials that highlight ecofriendly features and cutting-edge design.
Smeg’s message for 2025 is simple: “prioritise sustainability, performance and style by showcasing products that not only deliver on performance but also meet the growing demand for environmentally responsible appliances”. AR
ELECTROLUX
Matthew Jaber Category Manager
Dishwasher sales have remained relatively stable over the last 12 months, according to Matthew Jaber.
“We did see a change in mix, notably growth in the Built-In segment at the expense of the Freestanding segment which has been an ongoing trend driven by several factors. Built-in dishwashers offer a sleek, integrated appearance that blends in with modern kitchen cabinetry, enhancing the overall aesthetic appeal, and as competition increases, we have also seen a reduction in price leading to higher household penetration of this subcategory,” he said.
“As with all categories, sustainability is becoming a focus for the dishwasher consumer as it’s the same shopper. Consumers prioritise energy ratings and water consumption which has led to manufacturers innovating in this space to drive growth. We are also seeing the proliferation of quick and eco cycles and advanced filtration to reduce waste. We have acted on this feedback and improved the efficiency of all our products in our latest range.”
“ Sustainability remains at the forefront of what consumers deem important, prioritising water and energy ratings.
”
Westinghouse
60cm Stainless
Steel Built Under Dishwasher
WSU6608XB
` AutoDoor automatically opens with a powerful burst of air, accelerating the drying process leaving dishes streak-free
` FastDry system dehumidifies hot steam before expelling it from the dishwasher, ensuring minimal humidity remains
` SensorWash sensors detect the grime level on dishes and adjusts the cycle temperature
` Steam program operating at 70°C, melts away oils and waxes ensuring the toughest residues are removed
` FlexTray adjusts the top cutlery tray to half its size for stacking tall glasses and bulky items
RRP: $1,429
The Westinghouse range was recently upgraded to include SensorWash for detecting grime levels and adjusting temperature and Water & Energy Improvement with the highest rating on the builtin range delivering 4-energy star and 5-water star ratings. Place settings across the range have been improved too, with 15 place settings on premium freestanding units and built-ins.
Sustainability remains at the forefront of what consumers deem important, prioritising water and energy ratings. At Westinghouse, we have acted on this feedback and improved the efficiency of all our products in our latest range.
Furthermore, we are seeing a prioritisation of capacity and for this reason we have improved our place settings across the range including 15 place setting found in our more premium Freestanding units and our Built-Ins. Flexibility is also key, with consumers wanting the option to load different configurations and we have catered to that through adjustable middle racks and flexible 3rd trays allowing placement of both large plates and wine glasses in the same load as an example.
In 2025, the category presents a strong growth opportunity driven by the continuous pursuit for more sustainable products, rising preference for Built-Ins and general innovation. Retailers should take advantage of the broader trend of modern kitchen design, where the Built-In segment is primed for growth due to its seamless integration and premium aesthetics which will drive purchase decisions. The Built-In segment also represents an opportunity to command a price premium while offering the best in innovation.
Global uncertainty, including geopolitical tensions and shifting trade policies, may disrupt market stability and consumer confidence. With interest rates dropping for the first time in several years, consumer spending power is likely to increase, providing a much needed boost to our industry. Manufacturers and retailers who stay agile and optimise inventory management will be well-positioned to capture this renewed demand and drive category growth. AR
Watch the video
PLANETARY PERFECTION
Smeg Sapphire premium dishwashers. Italian craftsmanship meets cutting-edge technology for unmatched cleaning performance with the patented Planetary wash system. smeg.com/au/dishwashers
LG QuadWash Dishwasher XD2A25MB
` Quiet Performance at 40dBA
` TrueSteam technology high-temperature steam cleans, sanitises, and reduces water spots by up to 60%
` QuadWash cleans from multiple angles as Dual Zone wash adjusts water spray intensity for the upper and lower racks
` Interior LED tub lights illuminate the interior when the door is open
` External Time LED display for real time updates on remaining cycle time
RRP: $1,899
LG Shannon Tweedie Marketing Manager – Home Appliances
Over the past year, LG too has noticed households are putting greater emphasis on convenience and efficiency in their kitchens, seeking appliances that offer long-term value by saving time, energy, and water.
The rise of open plan living spaces has also played a key role in shaping the dishwasher category.
As homes become multifunctional spaces for work, relaxation and entertaining consumers are considering quiet, stylish dishwashers that blend seamlessly into their surroundings without disrupting daily life, according to Shannon Tweedie.
“ Consumers want products that not only perform well but also offer the convenience of smart functionality. ”
In addition, the adoption of smart home technology continues to grow, as consumers adopt connected appliances that simplify household chores. “Features like LG’s ThinQ technology, which allows users to remotely control and monitor their dishwasher via smartphone, have become increasingly popular,” she said.
Consumers want appliances that not only deliver quality performance but also contribute to a more sustainable lifestyle. Water and energy efficient kitchen appliances are now the expectation, driving purchase decisions as well as innovation across the dishwasher category.
In line with this, LG is committed to delivering kitchen solutions that help consumers unlock a more sustainable lifestyle. “The QuadWash dishwasher range with its 5.5-star WELS rating and low 11.1L water consumption per cycle, delivers a significant reduction in water usage, translating to both environmental benefits and cost savings for customers,” she said.
And cleaning performance, quiet operation, and effortless ease of use are key features in demand when it comes to choosing a dishwasher.
Tweedie said meeting the growing expectation for appliances to integrate seamlessly into connected home ecosystems remains a challenge. “Consumers want products that not only perform well but also offer the convenience of smart functionality, a trend LG has addressed with the ThinQ ecosystem. Another is addressing consumer concerns around noise levels, particularly in open-plan homes.”
This year the company is supporting retail partners and the dishwasher category with a bonus Finish pack promotion running from March 24 to May 4. Customers purchasing an LG dishwasher from participating retailers during this period will receive the Finish pack valued at $136, which includes seven Finish products. AR
ARISIT
Andrea Gunn National Retail Sales & Marketing Manager
Over the past 12 months, the dishwasher category has evolved significantly, marked by technological advancements and shifting consumer preferences towards smart, efficient, and aesthetically pleasing appliances.
“Consumers are gravitating towards dishwashers that offer user-friendly interfaces, customisable settings, and reliable performance.
“Brands that prioritise intuitive controls and consistent cleaning results are also gaining favour in the market,” Andrea Gunn said.
There’s a growing consumer preference for eco-friendly appliances, with features like adaptive water usage, energy-efficient cycles, and the use of sustainable materials becoming more important too, she said.
As sustainability becomes a more prominent issue, consumers are being educated on how to use their dishwashers more sustainably, including guidance on optimal loading, ecofriendly washing cycles, and how to maintain the appliance for long-term efficiency. “And manufacturers will be required to continue innovating to meet these demands.”
Whirlpool’s patented 6th sense technology automatically senses the soil level of the load, adapting the cycle time, energy and water usage
Whirlpool WDFS3L5PBSAU
` Maxi-space tall tub
` Power Clean Pro
` 6th Sense technology
` Auto door open for natural drying
` 5-year warranty
RRP: $1,599
accordingly to ensure perfect results, that aligns with the sustainability message and appeals to environmentally conscious consumers.
Consumers are increasingly seeking an enhanced dishwashing experience from products that complement the modern kitchen, leading to models with sleeker designs, integrated panels, and finishes that blend seamlessly with a variety of décors.
“Innovations such as Whirlpool’s Power Clear Pro spray arm, soil-sensing 6th Sense technology, and specialised wash cycles have been introduced to improve cleaning performance. Whirlpool has made a concerted effort to produce quieter dishwashers, with some models operating at noise levels comparable to a whisper, contributing to a more peaceful home environment.”
Gunn said it was important to educate consumers on the long-term value of dishwashers by emphasising energy savings, water efficiency, hygiene and time saving benefits.
“The dishwasher market is crowded, with many established players competing for market share. This leads to increased competition in terms of pricing, product differentiation, and innovation. Brand loyalty can also be difficult to maintain as consumers have more choices, often influenced by online reviews and recommendations.
“We are continually invested in improving systems enabling us to provide the best possible support for our retailers and customers and this remains an ongoing priority in our business,” Gunn said. AR
SAMSUNG
Company Spokesperson
Over the past 12 months, the dishwasher category has evolved with a stronger emphasis on energy efficiency, smart technology and sustainability according to Samsung.
“Consumers are prioritising high energy ratings and eco-friendly wash cycles to reduce energy and water consumption. The rise of smart connectivity, through apps like Samsung SmartThings, allows for remote control and monitoring,” a company spokesperson said.
Emerging category trends include flexible loading options and larger capacities that are now catering to modern kitchenware needs, while innovations like third racks and noise reduction technologies are enhancing convenience.
“Additionally, advanced cleaning features, such as steam cleaning and UV sterilisation, are meeting growing demands for hygiene and performance,” Samsung said.
“Sustainability is becoming a key focus in the dishwasher category as consumers increasingly prioritise energy-efficient models, ecofriendly wash cycles and water conservation. Manufacturers are responding with products that feature high energy ratings, advanced cleaning technologies, and durable, recyclable materials, aligning with the growing demand for more sustainable home appliances.
` Water Jet Clean achieves high standard of cleaning results as cleaning system has rotating dual wash arms which go to every angle and blast water to clean.
` Auto Open Door automatically opens the door 10cm to release steam at the end of the cycle so items are cupboard-ready.
` SmartThings connectivity gives users control with the SmartThings App. Status can be monitored, cycles started including specialist programs such as Plastic or Baby Care.
` Personalised Cleaning allows you to choose specialist programs like Pots & Pans, Plastic and Baby Care modes.
` Quiet Mode minimises noise because of the Inverter motor and Extra Silence program.
RRP: $1,599
“Samsung’s dishwashers, including the 60cm Freestanding Bespoke Smart Dishwasher, are designed with sustainability in mind. Key features include AI Energy Mode through SmartThings, which optimises energy usage by adjusting settings based on load size and soil level, helping consumers reduce energy consumption.
“Additionally, the dishwasher is built with high energy efficiency and eco-friendly wash cycles, offering a sustainable and effective cleaning solution for modern homes.” AR
“We’re finding that for consumers, the main feature requirement is cost. They’re wanting the best value for money, especially with cost of-living pressures.
WORLDWIDE APPLIANCES
Daniel Bertuccio Marketing Manager
According to Worldwide Appliances Marketing Manager Daniel Bertuccio, the past 12 months has seen the dishwasher category become much more focused on environmental improvements – with the obvious ones being water and energy.
“It’s becoming more and more expected that dishwashers have exceptional consumption stats,” Bertuccio said. “Of course, there will always be space for lower-rating products, but this is mainly price driven and these products fill a market need that’s just as relevant as the luxury/home renovation space.”
Bertuccio said Worldwide Appliances keeps pace with these market trends and product development is proceeding in these areas. Regarding sustainability as one of these market trends, he said: “If we’re talking about sustainability for water and energy conservation, I feel it’s a good thing. If it’s for product longevity, it’s also a good thing. If it’s for packaging, then consumers need to understand that this all comes at a price – you can’t have a $499 dishwasher which meets all the customers’ sustainability desires.”
“Our main focus is on maintaining respectable and reasonable water and energy ratings to satisfy market expectations. Packaging will follow soon,” he added.
“We’re finding that for consumers, the main feature requirement is cost. They’re wanting the best value for money, especially with cost-of-living pressures,” Bertuccio said.
Artusi Freestanding Dishwasher ADW5009
` 15 place setting
` 5 Star water
` 5 year warranty
` 8 programs
` Electronic control panel
RRP $1,399
“Our overall message for retailers is that it’s important to know what your customer needs and sell them what they want. Qualifying the customer is of utmost importance,” he added.
When looking at challenges in the market right now, Bertuccio said category congestion is one of the main ones he sees in the market: “There are a lot of brands supplying dishwashers and most brands will have upward of 10 models. Variety is good, but this adds to congestion and confusion for the customer – and the inability for them to select what they need and want,” he said.
“To support our retailers, we’re working with them and actioning their feedback as they’re the ones who are consumer-facing and so they know what consumers are looking for,” Bertuccio added. AR
BEKO ANZ
Murat Dora Head of Product
According to Beko ANZ head of product Murat Dora, the dishwasher category has undergone significant shifts over the past year with a greater focus on efficiency, hygiene and value for money.
One of the biggest has been price erosion, with 16-place-setting dishwashers now at price points previously occupied by 14-place models. “Water and energy efficiency ratings continue to improve, as sustainability becomes a bigger priority for both manufacturers and consumers,” he said. “On the technology front, auto door opening at the end of the cycle is a more common feature, along with auto-dose technology, a niche but growing feature. Steam and dedicated hygiene functions are also becoming more prevalent,” he said.
Sustainability continues to be a major focus in the category, with efficiency ratings improving across new models and water usage facing increased scrutiny, according to managing director Jim Kalotheos.
“Demand for dishwashers that deliver superior cleaning performance with lower energy and water consumption is growing,” he said. “Water efficiency is under the microscope, with stricter standards and consumer expectations driving manufacturers to innovate.”
Commenting further on sustainability, Murat Dora said: “One of the major sustainability initiatives we’re working on is the testing of EPSfree packaging solutions, to begin later in 2025”.
Beko 16-Place Setting Freestanding Dishwasher
BDF1650ADX
` AutoDose technology automatically dispense the correct amount of detergent and rinse aid for each load
` SelfDry lets air in by opening the dishwasher door automatically when the program is finished without using any more energy
` Wi-Fi connected/ download programs tracks detergent levels with HomeWhiz control from a smartphone
` Hygiene Intense function kills 99.999% of bacteria
` 43dBA noise level
RRP: $899
Beko is also driving consumer engagement, leveraging its global partnership with Procter & Gamble’s Fairy brand marketing support, marketing manager Amanda Hart said.
From April to mid-May, Beko will launch the Fairy ‘Stress-Free Cleaning’ gift-with-purchase promotion, offering customers a packet of Fairy Pods valued at $57 with every Beko dishwasher purchased in-store.
Beko has a second Fairy gift-with-purchase promotion planned for September and October, with an on-product special offer rolling out later in 2025.
The Beko Learning Academy is launching in April 2025 and according to trade marketing manager Kym Thornton, the online training platform is designed to empower retail sales teams with a thorough knowledge of Beko’s products, technologies and brand advantages. “Through interactive modules, product deep dives and customer insights, the platform will enhance sales confidence and ensure retail staff can effectively highlight Beko’s value to consumers,” she said.
Also delivering a message to retailers is sales manager Eddie Gaymer. “Our product lineup is providing retailers with feature-rich, Europeanquality, stress-tested dishwashers at competitive price points, backed by a 5-year warranty for added peace of mind,” he said.
When it comes to challenges Kalotheos said while recognising that economic pressures play a role in consumer purchasing decisions, two key issues are also shaping the market.
“Sustainability expectations are rising, and consumers are becoming more conscious of energy and water efficiency, with government regulations and sustainability goals pushing brands to improve ratings. Manufacturers must continue to invest in higher energy and water ratings, while balancing affordability and performance,” he said.
“The price of dishwashers has become increasingly commoditised, with aggressive pricing driving the bulk of market volume. Differentiating products beyond just price, through premium features, performance, and sustainability benefits, are crucial to maintaining consumer interest and brand value.”
Beko is bringing back its 60-Day Money Back Guarantee in October/November, following its success in February/March this year. AR
Laundry
WASHING MACHINES | HEAT PUMP DRYERS | ALL-IN-ONES
Swedish thinking. Better living.
Consumers seeking front-load washer and heat pump dryer bundles
BY JAMES WELLS
Demand for home laundry appliances in Australia remains stable, albeit with undynamic growth throughout 2024, according to data analytics firm Euromonitor International. Increasingly, consumers are preferring purchasing a bundlebuy consisting of a front load washer and heat pump dryers.
Consumers are also searching for products that match within the space and buying from the same brand to take advantage of the connectivity, and preferably, match their aesthetics – either as a stack or side-by-side in the laundry.
Consumers are becoming increasingly aware of the benefits associated with heat pump dryers through brand
education, with this format the preferred choice due to its higher energy efficiency.
Economic conditions amid high inflation have been placing local consumers under pressure, leading to more cautious behaviour, as they have lower disposable income or incentive to upgrade their home laundry appliances.
However, consumers who want or need to replace their current home laundry appliance are searching for value for money that are built to last and more energy-efficient, with fast wash cycles adapted for busier lifestyles, saving money on water and electricity.
ELECTROLUX
Matthew Jaber Category Manager
Electrolux has seen notable shifts in the category influenced by consumer preferences, innovation and economic factors. Demand remains high for products that have high sustainability credentials such as Heat Pump Dryers which continue to grow year-on-year. Growth is evident in larger capacity appliances, primarily washers, a result of new market entrants and competitive pricing.
“The urbanisation of the population is an emerging trend leading to space saving and convenient products that have started to see growth, notably Wash Towers and Combo Washer/Dryers. The increase in demand for convenience has also driven the availability and uptake of connected appliances, often completing the smart home,” Matthew Jaber said.
Sustainability has always been an important aspect of the laundry category, often driving purchasing decisions, mainly due to the nature of the appliances and frequency of use, he said.
“At Electrolux Group, our mission is clear, ‘Make clothes last twice as long with half of the environmental impact’. We believe that sustainability extends beyond water and energy labels and should be easy to access and understand. We are encouraging consumers to look at other variables such as washing temperatures across multiple cycles, detergent usage and its impact to both CO2 and clothes longevity while also utilising quick wash cycles more often. Sensors also play a large role, in both washers and dryers, reducing unnecessary energy and water use, a trend that is expected to grow,” he said.
In March, Electrolux launched the UltimateCare range where sustainability is a key priority. Among the key features found on the new washing machine range is the EcoCare Visual Cue – leaf symbols to indicate how environmentally friendly the initial selection is before starting the washing or drying cycle.
Electrolux 12kg
UltimateCare
900 Front Load
Washing Machine
Dark Onyx
EWF1242R9SC
` The UltimateCare 900 IntelliDose Machine uses sensors to deliver the optimal detergent dose for every load. With SensorWash, sensors detect any dirt left in your laundry during a cycle before adding a second dose of detergent if necessary
` IntelliQuick smartly selects the quickest programme based on the laundry load for precise care – including cleaning a full load in 45 minutes
` UltraMix technology thoroughly dissolves detergent and softener before they enter the drum
` SmartSelect User Interface (UI) – select the cycle and tune the intensity according to your needs
` The Sanitise Program, verified by Swissatest, combines a wash cycle and steam at above 60°C to remove more than 99.99% of common bacteria and viruses
RRP $1,879
Electrolux Group research has indicated key category drivers within laundry. For washers this is that clothes are properly cleaned with new IntelliDose system that auto doses detergent depending on load size; and SensorWash, automatically detects dirt and soil levels, adjusting the cycle duration accordingly, to help remove up to 53 different visible stains. UltraMix, a feature across the new range, dissolves and activates detergent and softeners before these enter the drum. All new UltimateCare Heat Pump dryers come with increased energy efficiency, with the entry model now rated at 8-stars while the rest of the portfolio is now at 9-stars.
All Electrolux Group account managers are fully trained on the new UltimateCare range. In addition to in-person training, Electrolux collaborates with key retail partners to engage RSAs through their digital platforms, with video content, interactive learning modules, and other resources.
Jaber believes global uncertainty, including geopolitical tensions and shifting trade policies, may disrupt market stability and consumer confidence. “However, with interest rates expected to drop, consumer spending power is likely to increase, providing a much-needed boost to the industry. Manufacturers and retailers who stay agile and optimise inventory management will be well-positioned to capture this renewed demand and drive category growth,” he said. AR
NEW ELECTROLUX LAUNDRY RANGE
Designed to extend the life of your clothes while maximising energy efficiency, our washing machines, dryers, and washer-dryer combos are the perfect choice for you. With a sleek new design and advanced features, you can enjoy a seamless and effortless laundry experience.
Swedish thinking. Better living.
Scan to learn more
LG Shannon Tweedie Marketing Manager – Home Appliances
As Australian lifestyles adjust to the rising cost of living, many households are reconsidering their spending habits and increasingly prioritising value-for-money products. This behaviour has trickled down to the laundry category, as Australians seek laundry products that offer long-term savings on running costs, including models with strong water and energy ratings to minimise energy consumption and support a more sustainable lifestyle, Shannon Tweedie said.
“Artificial intelligence has significantly influenced consumers’ daily lives in the past year, both in the domains of workplace and at home. In the home appliance category, AI is streamlining the laundry experience, providing precise and intelligent solutions that eliminate guesswork and deliver more effective, thorough cleaning,” she said.
The trend of showcasing laundry areas as extensions of the home’s décor continues to gain momentum too as consumers seek laundry appliances that add a touch of colour and personality.
LG has responded to these evolving trends with its 2025 laundry range, offering a wider selection of stylish colourways, smarter AI features that simplify the laundry process, larger capacity models and an ongoing push to improve water and energy efficiency.
LG recently conducted its own WashTower Laundry Survey, which demonstrates the growing consumer preference for coloured appliances. The survey revealed that over 40% of Australian consumers would prefer a coloured WashTower, with Forest Green emerging as the most popular ‘colour’ choice. This clear trend towards appliances that enhance home aesthetics is reflected in the new WashTower range, which is available in Black, Matte Grey, Forest Green, and Blue Navy.
According to Tweedie, sustainability is no longer a secondary consideration but a core expectation for consumers. Energy and water star ratings are paramount in purchase decisions, as consumers seek to minimise their environmental impact
LG WashTower WWT-1910
` A 19kg capacity washer combined with a 10kg dryer in a single stacked design
` 4.5-star WELS water rating
` Uses AI to automatically detect wash load weight, fabric type, and level of soilage to select the optimal wash cycle
` ezDispense Dispenser automatically dispenses enough detergent and softener for up to 31 medium loads3 with refill alerts sent to your smartphone4
` Intuitive LCD touch panel for washer and dryer
RRP: $4,999
and reduce household expenses. “The growing demand for heat pump dryers, which offer greater energy efficiency compared to traditional condenser models, demonstrates this trend.”
“LG is committed to providing energy and water-efficient solutions within its premium garment care range. The new 2025 WashTower range features heat pump dryers with a 10-star energy rating. This allows consumers to significantly reduce energy consumption while contributing to a more sustainable lifestyle. In addition, the WashTower has a 4.5-star1 WELS water rating, while the innovative ezDispense® system optimises detergent usage, allowing users to fill the dispenser once without needing to refill for up to 31 medium loads. These features can work together to help minimise waste and ensure a thorough clean each time.
“Consumers are increasingly prioritising convenience and efficiency in their laundry routines, driving demand for smarter washing machines that simplify the process. The 2025 LG WashTower range directly addresses these needs with a range of innovative features.
“A common pain point for Australian households is both cost and time efficiency. As daily life becomes busier, consumers expect their home appliances to help them get through daily chores quicker. The latest LG WashTower responds to this with its capacity upgrade, featuring Australia’s largest washer2 . A new 19kg washer along with a 10kg dryer combination allows users to get more washing done in less time, helping them power through their laundry chores faster.
“Success in the laundry category in 2025 hinges on understanding and meeting the evolving needs of Australian households. As day-to-day living costs increase, consumers are prioritising energy and water-efficient models that offer long-term savings. They are also seeking AI-powered solutions to alleviate the pain points of laundry, reducing the time spent on chores. Furthermore, they desire more options for colours that reflect their personal style and complement their home décor. AR
2Australia’s largest capacity washing machine registered at calculator. energyrating.gov.au as at 17/02/2025
3ezDispense® available in selected cycles. 31 medium loads based on preset dosage setting of 45ml (for 5-9kg load with normal soiling) with detergent and softener compartments in ‘linked’ mode.
4LG ThinQ® app & compatible smartphone required with mobile data and home Wi-Fi connection. Refer to lg.com.au/lg-thinq for details.
New Electrolux laundry range
Want to wash a full load in just 45 minutes? Well, now you can with IntelliQuick, a smart, time-saving solution for your laundry needs. Plus, you can trust our dryers to take care of your favourite clothes thanks to 3DSense technology.
BEKO
Murat Dora
Head of Product – Aust & NZ
The laundry category has undergone significant shifts over the past 12 months according to Murat Dora, and these shifts have been driven by a combination of price dynamics, efficiency advancements and evolving consumer needs.
“One of the most notable trends is price erosion, with sub-$1000 price points now shaping the market. This shift has made high-quality laundry appliances more accessible while increasing competition among brands. At the same time, energy efficiency ratings have reached new highs, with 5-star energy-rated washing machines and 10-star heat pump dryers becoming more prevalent, helping consumers save on running costs while reducing environmental impact.
“Innovation has also played a key role in the category’s evolution, with smarter features like auto-dosing and multi-sensor technology enhancing washing and drying precision. These advancements support better fabric care while maintaining – or even reducing energy consumption – addressing consumer demand for both performance and sustainability,” he said.
“Another key trend is larger capacity washing machines, offering greater load sizes without increasing the overall appliance footprint. This allows consumers to wash more in fewer cycles without needing additional space – an essential feature in modern homes.
“Additionally, the washer-dryer segment has experienced strong growth, driven by the increasing demand for compact laundry solutions in high-density living environments. With more urban dwellers opting for 2-in-1 combos, brands are responding with more efficient and featurerich models to meet this growing need,” Dora added.
“Finally, connectivity has gained momentum, with smart technology providing tangible benefits such as remote monitoring, cycle customisation and energy tracking. While the push for connected appliances continues from a technology standpoint, the real value lies in how these features improve convenience and efficiency for consumers.”
“Overall, the laundry category has evolved into a smarter, more efficient and space-conscious segment, with manufacturers balancing innovation, sustainability and affordability to meet shifting consumer expectations,” Dora said.
Beko 12kg Autodose Wi-fi Connected Washing Machine with Steam BFLB124ADW
` Autodose feature which uses the correct amount of detergent for different washes automatically
` Aquatech feature which gives laundry a gentle wash in minimum time
` Wifi Connected/ Download Programs allow users to control the machine from a smartphone with HomeWhiz technology Wizard
` Steam Refresh Program uses steam so you can freshen up your clothes and remove wrinkles without doing a full wash
RRP $1,399
According to Dora, the ongoing evolution of the laundry category is reflected in the product ranges currently being launched and sold in the market. He said, there are a few trends which highlight the industry’s response to shifting consumer preferences and regulatory updates.
“With increasing demand for quicker laundry solutions, more brands are introducing fast-wash programs in front-load washers, catering to timeconscious consumers,” Dora said.
“As energy costs and sustainability concerns rise, advanced technologies like Beko’s EnergySpin are emerging to improve energy efficiency while maintaining high performance.
“Hygiene-Focused Features are in high demand with the market responding to heightened awareness around allergies and post-COVID hygiene concerns. More products offer specialised wash and dry cycles such as Hygiene+ and Allergy+ programs.”
“There is some front-load washer legislation coming in – the industry is already preparing for the new dual-action switch requirement in Australia (mid-2026), which will ensure compliance with updated safety standards. This shift will impact stock management as retailers work to clear existing models in preparation for the transition.”
“These factors illustrate a clear shift toward efficiency, performance and regulatory compliance, with manufacturers adapting their product offerings to meet evolving market needs,” Dora added. AR
HISENSE
Chris Kotis Vice President of Sales and Marketing
The laundry category has continued to evolve and align with the needs of customers, according to Chris Kotis.
“Over the last 12 months we have observed two key factors grow in consideration, specifically energy/water efficiency and space-saving. Cost of living challenges have encouraged customers to consider energy and water usage closely, while at the same time, they’ve sought appliances that make their lives easier and elevate their home aesthetic.”
Kotis said the cost of living and housing pressures have impacted customer sentiments towards the laundry category and at Hisense, they’re seeing Australians balance a need for aesthetically pleasing appliances with the more practical, innovative and intelligent experiences which help provide more value to their homes.
“Over half of Australians (53%) have said they’re seeking out modern and aesthetically pleasing appliances,” Kotis added, “while a similar cohort (51%) highlight an appliance’s energy consumption as their number one frustration”.
“That’s why our team at Hisense have been hard at work to deliver a range of beautiful laundry options/configurations that suit the lifestyle and circumstances of any Australian.”
When looking at sustainability, Kotis said this is an ever-present concern in the laundry category because these are water and power intensive appliances: “Customers have historically sought out more efficient, sustainable – and hence valuable offerings, and we’re proud to offer a diverse range of solutions that help customers save money while not having to compromise on sustainability or design,” he added.
Hisense Series 8i
HWF8I1015B
10kg Front Load Washing Machine
` 5-Star Energy and 5-Star Water Efficiency Rating which reduces energy and water usage, helping customers save on utility bills and minimising environmental impact
` iPlay 3.55-inch touch screen which provides an easy-to-read interface for choosing cycles and functions
` iJet which delivers a deep clean for each load
` iFit slim-depth design with an advanced drum, engineered for maximum space efficiency so it can wash larger loads but is still a small appliance overall
Other features of Hisense’s Laundry range address the key consideration of ‘space’ in a variety of ways by offering customers more space-saving solutions to choose from. Kotis commented that as Australians trend towards smaller houses or apartments, floorspace comes at a premium which is why “… it just made sense to bring both offerings into one”.
“Visibility is also a key concern of customers and this drives motivation behind Hisense’s powerful ConnectLife app integration, providing customers with the power to manage their washer/dryer so they’re getting the best and most efficient wash, every time, while monitoring and tracking their power and water consumption in real time,” he said.
“This has necessitated greater consideration and education from our front-line customer service staff to address. That’s why we’re proud of our storefront training programs and constantly reevaluate and refine our training, based on partner feedback, to ensure our retail partners are best equipped to need the needs of customers today,” he said. AR
Hisense Series 8i HDF8I10HB Heat Pump Dryer 10kg
` Series 8i Dryer goes beyond the 10-star energy rating, achieving an additional 10% efficiency
` IPlay 3.55-inch touch screen provides an easy-to-read interface, illustrating cycles and functions
` iCare function sprays steam into your clothes, reducing wrinkles, softening fabrics and eliminating odours
` IFit feature is the appliances slim-depth design which maximises space efficiency
` iDry feature gives the 8i efficient drying times for drying 1kg loads in 29 mins or up to 4kg loads in 59 mins.
RRP $1,499
“Our Series 8i range leads our lineup of laundry solutions, bringing our customers the confidence and convenience of the perfect wash every time. It begins with the 8i Front Load Washing Machine’s 5-star energy and water rating which, when coupled with the ‘Auto Dose’ feature which senses weight and adjusts the amount of detergent used accordingly, means customers can continue to reap value in the form of continued savings.
“The 8i Heat Pump Dryer takes this even further, going beyond its industry-leading 10-star energy rating to achieve an additional 10% efficiency – helping customers achieve an even more sustainable lifestyle,” Kotis said.
` Advanced intelligent Auto Dosing dispenses the right amount of detergent for each load by automatically measuring its weight. It can store up to 27 loads of detergent and the dispensers can function individually to hold detergent and softener separately
RPP $1,199
ARISIT
Andrea Gunn
National Retail Sales & Marketing Manager
Over the past 12 months, the laundry industry has experienced significant transformations, influenced by technological advancements, sustainability efforts, and evolving consumer preferences, according to Arisit.
“Consumers are increasingly seeking laundry solutions that combine functionality with style, with a growing interest in compact and energyefficient appliances, such as all-in-one models and laundry towers that cater to modern living spaces,” Andrea Gunn said.
“As energy consumption becomes a key concern, laundry appliance manufacturers are focusing on energy-efficient machines that use less water and electricity, like low-energy washing machines and heat pump dryers, to help reduce carbon footprints and energy bills.”
“ Compact and energy-efficient appliances, such as all-in-one models and laundry towers cater to modern living spaces.
Whirlpool 15kg
Sonic Clean Top Loader
VWHD1502IG ` Steam hygiene
Stain+
Sonic Clean
Zen DD motor ` 6th Sense auto start
RRP: $1,599
Sustainability is reshaping the laundry industry with innovations that reduce waste, conserve resources, and promote eco-friendly practices across the entire process, from product formulation to packaging and energy use, reflecting a broader push toward more responsible consumption, she said.
“Consumers are increasingly conscious of energy and water consumption due to environmental concerns and rising utility costs but don’t want to compromise on performance. Whirlpool’s patented 6th Sense technology delivers all of that.
“Larger families or people with busy lifestyles often prioritise a washing machine with a bigger drum capacity, allowing them to wash more clothes in a single load, saving time and energy. The Whirlpool 15kg Sonic Clean top loader provides a large capacity wash within a small 680mm wide footprint, accommodating most laundry sizes.”
In 2025, retailers in the laundry category should focus on key areas such as sustainability, innovation, and customer experience and education around product usage and the benefits of various laundry products will also help build stronger customer connections, Gunn said.
“Like many categories, the laundry market is crowded, with new and established players competing for market share, leading to increased competition in terms of pricing, product differentiation, and innovation.” AR
ASKO Rob Butchatsky Sales Director
There is an evolution towards colour options, larger capacities, and combination tower type products along with a growing number of customers looking at cabinet refreshment for their homes, according to Rob Butchatsky.
Asked about sustainability he said it has always been front of mind with ASKO appliances, and this includes laundry. “And we believe it will be an increasingly important factor for consumers.”
All components in laundry appliances that weigh more than 50 grams are labelled for recycling, and like the dishwasher range, feature Green Mode for saving water and energy. Each stage in the program is prolonged but uses energy more efficiently and effectively, he said.
Hygiene and superior wash results are the most important factors when considering a washing machine. All ASKO washing machines carry the Sensitive Choice blue butterfly symbol. This has been achieved through ASKO’s innovation of the revolutionary Steel Seal door, a feature that eliminates the need for a rubber bellow, ensuring a more hygienic clean.
“We believe providing choice and flexibility in the wash or dry process is crucial. ASKO understands not every cycle will be the same, therefore it is important our products provide a solution for as many of those needs as possible.”
All ASKO laundry appliances feature up to 25 programs, with the option of six different wash modes to accompany the program choice. AR
Bosch Series 8 10kg Front Loader Washing Machine
WGB256A1AU
` i-DOS with Detergent Scan skips manual dosing and saves detergent
` 10kg Vario Drum has enough space for big loads or large items
` Iron Assist reduces wrinkles up to 50%
` Mini Load single item programme
` Active Water Plus uses automatic load detection for highly efficient use of water
RRP: $2,399
BOSCH
Jessica Deuscher Head of Consumer Journey Marketing
The latest range of Bosch premium laundry appliances offer a number of innovative features using the latest technology.
“With the Home Connect app, consumers can control and monitor the new premium i-DOS washing machine via their mobile devices – no matter where they are.
The innovative detergent scan allows you to skip manual dosing and save water and detergent. i-DOS automatic dosing with detergent scan ensures your washer uses just the right amount of detergent and softener. And thanks to the Detergent Scan App you can simply scan your detergent/s and softener bottles with your Home Connect app, and the app automatically receives all relevant data on dosage strength and water hardness for optimal settings of the washer to get perfect results while saving resources,” says Jessica Deuscher.
` 5-star energy and water rating
` 22 programs and five wash modes
` Steam Refresh with no visible stains
` Pro Wash activates detergent earlier in the cycle, prolonging the cleaning effect
` Internal load light RRP: $2,599 & $2,799
“Our Mini Load function is the perfect ecofriendly helper. When you only have a single item or smaller load under half a kilo to wash, the Mini Load function reduces the energy consumption by up to 40%.
“Using ActiveAir technology, Bosch heat pump dryers are designed to work without conventional heating. Existing heat is reused efficiently during the entire drying process, making them amongst the most economical dryers in Australia.”
In addition to innovative features and the latest technology, Bosch washing machines have been recognised for their reliability and longevity. AR
Haier 12kg 600 Series Front Loader Washing Machine HWF12PXB1
` Ultra Fresh Air feature keeps clothes fresh and the drum dry.
` UV Protect feature uses UV light to help kill more than 99.99% of bacteria* and uses a low wash temperature for long-lasting fabric care.
` Smart Dosing feature makes laundry more efficient by dispensing the right amount of detergent and softener based on load weight.
` Refresh Cycle with Steam is designed for items that need a quick freshen-up before wearing by using steam to refresh clothing.
` With the SmartHQ™ app, users can control their Wi-Fi Enabled Haier appliance on the go.
*Independently tested to eliminate greater than 99.99% of staphylococcus aureus and E. coli using the Cotton cycle + UV Sanitise wash option
RRP $1,799
HAIER
Cameron Brown
Associate Product Manager
Over the past 12 months here in Australia, energy and water efficiency have become driving factors for consumers and continues to increase in importance, according to Cameron Brown.
He sees a clear trend in the current market with consumers focused on sustainability which is influencing new product development. “It’s a constant force driving us to improve, innovate and extend our technology to provide energy and water efficient products,” he said.
“Haier’s latest new 600 Series front load washers boast a 5-star WELs water rating and 5-star energy rating, matching the best in market specifications.
Haier 10kg 600 Series Heat Pump Dryer HDHP10PXB1
` Ultra Sense technology prevents the under or over drying of bulky items by sensing moisture levels inside the load.
` Ultra Reverse Drum is designed to reduce tangles and dry evenly by changing rotation direction regularly.
` The Refresh cycle uses i-Refresh Pro technology to release steam and warm air into the drum to refresh and reduce wrinkles in clothes.
` Triple Variable Speed Technology controls the drum, fan and compressor, so that drying conditions are automatically adapted for every load.
` Gentle Care includes the Woolmark Blue certified Wool cycle, designed for hand-wash only woollen items. Plus, there is a new folding drying rack for items that need extra care in the dryer.
RRP $1,999
“The new 600 Series Heat Pump Dryer also excels with a class leading 10-star energy rating, while also providing better care for your clothes with Heat Pump technology.
“Our products also include a Steam Refresh function which allows consumers to freshen their items instead of completing a full wash, reducing the energy and water requirements and maintaining fabric quality to reduce wear and disposal. The Smart Dosing feature also specifies the correct amount of detergent for any load, reducing the common occurrence of excess detergent for the wash needs.”
“The inclusion of advanced and innovative technology has allowed Haier to provide features that address pain points of our consumers and provide substantial benefits.”
One of the key features for the Haier 12kg 600 Series front load washing machine is Ultra Fresh Air technology delivering post-wash freshness.
“Designed to keep clothes fresh and the drum dry, Ultra Fresh Air technology draws fresh air into the machine after a wash. The air is gently circulated and released to help maintain a fresh washing environment for up to 12 hours,” Brown said.
“One of the key features for the Haier 10kg 600 Series Heat Pump Dryer is Ultra Sense Technology which is designed to prevent gentler drying of bulky items, like puffer jackets or doonas, by sensing moisture levels inside the load and on the surface.
“The Heat Pump Dryer also features the Ultra Reverse Drum designed to reduce tangles and dry evenly by changing rotation direction regularly.
“Both models are Wi-Fi enabled which means users can start or stop their laundry cycles and get timely alerts on their smartphone once the washing is done through the SmartHQ™ app.
“Our overall message for the laundry category in 2025 is that our top-of-the-line products come with significant technology features that will benefit the consumer.
“This is the beginning of an exciting time for Haier in the laundry category, as we launch a top-of-the-line matching washer & dryer pair that will lay the groundwork for further models to be launched. AR
SAMSUNG
Company Spokesperson
Over the past year, Australia’s laundry category has evolved with a strong focus on energy efficiency and smart technology, according to Samsung.
Rising energy costs have driven demand for heat pump dryers and AI-powered washing machines which optimise water and power use.
“Hygiene features, larger capacities, and spacesaving combo units, have gained traction, while premium aesthetics such as Samsung’s Bespoke range are increasingly shaping consumer preferences. With greater consumer awareness and intensified competition, energy ratings and AI-driven performance are key differentiators in the in the market,” Samsung said.
“We have data to support these changes in the market. For example, Samsung Australians @ Home Report: 2024 Smart Living Edition, highlights Australians’ shifting priorities, with the report finding that 94% of people are taking steps to save energy and 61% are actively reducing electricity use. This is also supported with findings stating that high energy consumption remains the top appliance frustration, cited by 51% of Australians.”
“Samsung is committed to addressing these concerns with smart, energy-efficient appliances. The Bespoke AI Heat Pump Combo exemplifies this, using 60% less energy with AI Energy Mode, 20% less during drying, and achieving a 10-star energy rating overall. Additionally, Samsung’s Smart Forward offering helps futureproof appliances, with features like Optimal Scheduling, which leverages Bixby to delay starts and avoid peak energy hours, reducing costs and environmental impact.
“In addition, the report also found that 98% of Australians are prioritising good value, 97% seeking durability, and 97% valuing ease of use, Samsung’s innovative solutions deliver the efficiency, performance, and savings that modern households demand.”
Sustainability has become a major focus in the laundry category, driven by rising energy costs and increased consumer awareness of the environmental impact of these appliances.
“Samsung data has found that 94% of Australians are adjusting their home habits to reduce energy consumption. With these insights top of mind, Samsung is responding with innovations that minimise environmental impact while maintaining performance.”
“Beyond energy savings, heat pump technology is gaining momentum as an alternative to traditional vented and condenser dryers, using refrigerants to recycle heat and significantly cut energy use. As sustainability expectations grow, the industry is seeing a shift towards eco-friendly materials, longerlasting appliances and improved detergent efficiency to align with changing consumer preferences.”
“Another feature is the SmartThings Energy Monitoring which uses the SmartThings app. This allows users to track real-time energy usage, receive estimated electricity bills and set alerts if their usage exceeds a pre-set target. This gives greater control over household energy management.” AR
Samsung Bespoke AI Heat Pump Combo™ WD18DB8995BZ
` 18.5kg washer and 10kg heat pump dryer into a single unit, saving space and eliminating the need to transfer loads between machines
` AI Opti Wash & Dry feature automatically adjusts water, detergent, wash time and drying settings, based on fabric type and soil level
` Super Speed Cycle feature washes and dries a 3kg load in 98 minutes
` Energy Efficiency & Smart Control feature uses up to 60% less energy in wash cycles and 20% less energy in drying with the AI Energy Mode, monitored via the SmartThings app
` Features a 7-inch touchscreen with intuitive controls and SmartThings 3D Map View to monitor all connected appliances in your home from one place
RRP: $5,499
Cost of living pressures driving cocooning consumers to the kitchen
BY JAMES WELLS
Many companies and industry segments continue to complain about the challenges experienced by inflation, energy costs and other economic pressures causing havoc with their market dynamics.
But it is these challenges that is driving people to spend more time at home as cocooning consumers invest in quality appliances for their kitchen.
The food preparation category is benefiting from a focus on products that are often in their second or third purchasing phase, and as a result premium features as well as benchtop
fashion aesthetics are also an important part of the buying process.
Rather than purchasing a casual product for infrequent use, durability and reliability are key drivers for consumers using their products more often as well as taking the time to understand the features and benefits of their devices. Premium food preparation appliances offer multi-functionality that can replace a number of ‘gadgets’. These higher priced products are also repairable tapping into consumer interest in sustainability and delivering a long-term brand relationship.
“
With current economic pressures, consumers are spending less on dining out and eating more at home. ”
SMEG
Luca Duarte Product Manager – Small Appliances
The food preparation category has experienced healthy growth over the last 12 months, particularly across stand mixer and blender segments. With current economic pressures, consumers are spending less on dining out and eating more at home, and for this reason high functioning and powerful products are in demand. “And our current SMF03 stand mixer has been experiencing strong growth for this reason,” Luca Duarte said.
Smeg has also observed growth across multiple price brackets in the stand mixer segment particularly in the premium end of the market. “The $600-$700 price bracket has doubled in size over the last year, showing consumers are looking for premium products that will last and get the job done in the kitchen.
“When it comes to stand mixers, consumers value durability, functionality, and power. Our SMF03 talks to all these critical features as it’s made from die-cast aluminium, guaranteeing stability under heavy loads and reassuring our customers that it will last. The SMF03 is equipped with an 800W motor, with enough power to mix large batches or knead heavy dough over a longer period and not overheat. It has 10 speeds, with a front accessory port for attaching multiple accessories.”
Smeg 50s Style Retro Stand Mixer SMF03
` Variable speed control with 10 speed settings
` Smooth start
` Front accessory port
` 800W
` Quiet operation
RRP: $799
Social media personalities are supporting Smeg in 2025, intended to generate more interest in food prep products and drive customer purchase.
According to Duarte the category is constantly evolving, with new products and new features at more competitive prices, “so it will be important for us to maintain relevance”.
During this time Smeg will assist retail partners with a Mother’s Day cashback food preparation promotion that includes up to a $200 cashback on selected appliances. AR
MAGIMIX
Wivina Chaneliere Managing Director
Over the past year, more Australians have embraced home cooking to save money and eat healthier as rising grocery costs have led to a shift toward budget-friendly ingredients and meal planning strategies. This has driven a 25% increase in small kitchen appliance sales, as consumers invest in tools that enhance convenience and efficiency in home cooking, according to Magimix.
Consumers are prioritising durability, versatility, and value for money when purchasing kitchen appliances, Wivina Chaneliere said, with the “buy once, buy well” mindset growing, as shoppers seek long-lasting products that justify their investment.
She added that Magimix has been committed to this philosophy for over 50 years, designing high-quality, multifunctional appliances that stand the test of time. Every Magimix product is engineered in France with professional-grade materials, backed by industry-leading warranties on its food processors and blenders. “Unlike trend-driven gadgets that serve a single purpose,
Magimix Food Processor 5200XL in Mirror Chrome
` Multifunctional - chops, slices, shreds, blends, kneads, mixes and presses citrus juice
` Optional accessories
` Quiet Mark certified
` 30-year motor warranty and three-year parts and labour warranty
` Made in France
RRP: $1,099
“
In an era dominated by online shopping, a thoughtfully curated in-store presentation sets physical retailers apart. ”
Magimix appliances are designed to do more with less, helping households reduce clutter while maximising functionality.”
This year the marketing focus will be strongly digital. “It offers the best value, allowing us to be strategic, data driven and efficient. Digital channels let us track performance in real time, optimise spending, and refine our messaging to reach the right audience.” And the company message to retailers is simple: knowledge sells. “Consumers are looking for long-term value, not just the lowest price, and investing in highquality, multifunctional appliances means fewer replacements and better performance.”
Chaneliere said in-store retail remains crucial, especially for premium products, as it allows consumers to see, touch, and experience items. Well-maintained displays with new products and clear, informative signage enhance the shopping experience and should not be overlooked.
“In an era dominated by online shopping, a thoughtfully curated in-store presentation sets physical retailers apart, offering a tangible and engaging experience that online stores cannot replicate.”
Beyond economic pressures, the biggest challenge in her view is the rise of cheap, low-quality competition. While many budget appliances attract buyers with low prices they lack durability, often breaking within a year or serving a single purpose. “Consumers are starting to see the value in long-lasting, multifunctional appliances, but education is key. “At the same time, sustainability concerns are growing, with more shoppers looking for repairable, high-quality products over throwaway gadgets, the challenge for premium brands is to differentiate through quality, longevity, and real value over time,” she said.
To drive sales Magimix is supporting retail partners with product training, marketing services and in-store assets. AR
DE’LONGHI
Abby Lord Brand Manager
The food prep category in Australia is seeing a shift to sales being concentrated within key selling periods, according to Abby Lord.
“Specifically Q2 with Mother’s Day and end of financial year (EOFY) and by far the biggest is Q4 with Black Friday and Christmas. This shows customers are becoming conditioned to wait until known sales periods before investing in their chosen machine.
“This has contributed to strong growth in the higher price bands as the sale prices are allowing customers to trade up on big ticket items like Stand Mixers – with Q4 alone accounting for over 42% of annual category value sales in Stand Mixers in 2024 and Food Processors. There has also been growth in the lower price bands, largely driven by compact and practical appliances like portable blenders, hand mixers and choppers –all which play a role in supporting the healthy lifestyle of consumers.
“Design and functionality remain important, but increasingly we are seeing a shift towards ‘single-touch’ appliances. This is in response to the demand for appliances to support consumers with nutritious home cooking in as little time as possible. The Kenwood MultiPro Food Processor & Blender addresses this with its sleek design and coloured OneTouch preset panel, allowing consumers to simply add the ingredients, press their chosen preset and the work is done – perfect homemade dough in 40 seconds.
“We are also seeing the growth of ‘space-saving’ appliances with the cost of living crises seeing small dwellings increasingly become the norm, as well as the WFH culture seeing kitchen benches acting as desks, leaving less room for food preparation. The Kenwood Compact Go Collection is designed to fit seamlessly into any kitchen environment, and at just 30cm high the Kenwood Go Stand Mixer, MultiPro Go Food Processor and QuickMix Go Hand Mixer store away easily even in the smallest of kitchens.
` 6 x OneTouch presets: mix, dough, puree, blend, ice crush and clean
` Inbuilt digital scales
` Express serve - Limitless slicing & grating direct to bowl
` 2-in-1: Blending goblet and Food Processing bowl
` Create your own preset, unique to your favourite recipe
RRP $299
“Understanding what shoppers are looking for along the path to purchase is key to driving category sales. Key drivers are multi-functional solutions that support homes to make nutritious food in a way that can save time and money.
Retail sales teams who are confident with product benefits so they can align shoppers with the right options in store will support a win for retailers and shoppers alike.
“Retailers could also consider category presentation that clearly highlights the segment and key benefits to help support education at point of purchase and demystify products for shoppers.”
Kenwood is supporting retail partners to uphold sales momentum by investing in key NPD launches across key selling periods. This investment spans across online and in-store marketing executions, retail staff training, effective POS merchandising, social media advertising and working with retailers to ensure ranging and supply demands are met. AR
KITCHEN AID
Michelle Lam Senior Marketing Manager
After three years of continued decline post-Covid, the total Australian food preparation category is now in recovery.
“We are seeing growth from consumers trading up and choosing larger stand mixers, suggesting that Aussies are making more at home. KitchenAid has seen growth in our KSM70 Artisan Bowl Lift Mixer which enables more power, more control and more capacity compared to our iconic tilt-head mixers,” according to Michelle Lam. “Consumers are looking for products with high perceived value, that are easy to use, versatile and well designed for their home.
“Since the introduction of its legendary stand mixer in 1919, KitchenAid has built a legacy of delivering products designed for those with a passion to make. Today, the KitchenAid brand offers virtually every essential for the well-equipped kitchen with a collection that includes cordless countertop appliances, easy to use store and clean food processors and now, espresso machines,” Lam said.
“ Consumers are looking for products with high perceived value, that are easy to use, versatile and well designed for their home.
KitchenAid Artisan Stand
Mixer KSM195
` Powerful 10-speed motor
` 4.7L capacity stainless steel bowl
` Soft start feature
` Three versatile mixing attachments
` Attachment hub
– compatible with over 12 KitchenAid attachments
RRP: $1,049
KitchenAid will continue to bring innovations in food preparation to the market in 2025, that includes new stand mixer colours including the recently launched ‘2025 Colour of the Year’ stand mixer, Butter.
“Our industry leading KitchenAid Go Cordless system is designed to help consumers ‘cut the cord’ in the kitchen, with one battery that powers an entire ecosystem of cord-free kitchen appliances such as a hand mixer, personal blender, kitchen vacuum and this year adding a Citrus Juicer and Top Down Chopper to the mix.”
Having the right range in-store, and in stock, is key to capitalising on increasing demand in the food prep category, according to Lam.
“The shortage of homes and an increase in apartments plus smaller footprint homes across Australia, has led to smaller sized kitchens and a rise in open planned homes so countertop space is king. Consumers are looking for smaller footprint items that enable them to make from anywhere,” she said. “On the flip side we are seeing a rise in multi-generational living, with households wanting products with more capacity that enable batch making and/or multi-use that save time and money.”
KitchenAid is promoting the category with media support and through-the-line marketing. And to drive trial for the KitchenAid Go Cordless system, a starter kit offer is running until June 30, 2025, with a battery included in the purchase of the KitchenAid Go Cordless hand mixer or hand blender. AR
GLEN DIMPLEX
Richard Banks Product & Marketing Coordinator – SDA
Despite ongoing financial concerns, the food preparation sales category has been consistent, with Morphy Richards committed to introducing appliances that enhance convenience and elevate the home cooking experience, according to Richard Banks.
In 2025, Morphy Richards will research new product innovations that cater to evolving consumer needs. “We encourage retailers to stay aligned with these trends by offering products that balance affordability, innovation, and functionality to meet the growing demand in this category.”
He said dealing with supply chain problems has become a major issue but while it presents challenges it also provides an opportunity to stay ahead of the competition by ensuring stock arrives on time and is available to meet customer demand.
“We are focused on brand awareness and reaching to a broader audience with a range of quality, easy-to-use products, designed to ensure ongoing loyalty and repeat business for our retail partners.”
The category will be promoted in 2025 with digital and in-store marketing, backed by website research, and social media, while maintaining an in-store presence with POS displays. AR
Breville Fresh & Furious Blender BBL620SST41AM1
` Nine task controls and timer
` VacQ vacuum pump to improve textures, colours and flavours
` High torque motor for quiet and efficient performance
` LCD display with program settings for complete control when blending
` Complimentary recipe cards
RRP: $319
BREVILLE Julio Enriquez Category Manager – Food Prep & Cooking
When it comes to the food preparation category, a refreshed lineup of food processors, which have been in the market for over a year now, remains a key focus category for Breville, according to Julio Enriquez.
“Reviews for the new range have been exceptionally positive, with customers responding especially well to the food results they’re able to achieve, plus the clever storage and design features,” he said.
Morphy Richards Hand Blender Set
MRHBS8BK
` Powerful 800w DC motor
` Turbo button
` Whisk attachment, 500ml chopper and 700ml measuring cup
` Stainless steel body and shaft
` Dishwasher safe accessories
RRP: $79.95
Breville has also strengthened its bench blender offering by adding new colours to the Fresh & Furious collection, now available in Black Truffle and Sea Salt.
“The Fresh & Furious blender remains a very popular choice, offering a great value for money feature set,” he said, “with one touch programs for instant smoothies, green smoothies and ice crushing”.
In 2025 Breville will continue supporting its Food Prep portfolio with multiple marketing activations including traditional, digital and social media, plus gift-with-purchase promotions. AR
Making laundry time seamless with Electrolux
At the heart of Electrolux is the essence of Swedish thinking – simplicity, functionality, and sustainability. We believe in enhancing your everyday living through innovative solutions. With Electrolux laundry appliances, you not only get the latest in technology but also contribute to a more sustainable future. The new range allows you to experience enhanced care with a number of new key features.
Tailored care for clothes allows you to select the fabric type, colour and soil level, and the app will automatically recommend the best settings. Statistics and tips on clothing care provides data on water and energy consumption and tips on how to save them. Connect your Electrolux account to Google Home or Alexa and check the appliance status or pause a washing cycle by simply using your voice, with handsfree laundry with Voice Control. Just set the washing program and let SyncDry take care of the rest. Once your washing is complete, simply transfer your laundry to the dryer and press SyncDry to effortlessly pick the most suitable drying cycle. Not all appliances are Wifi enabled.
What’s Hot
Sparkle in Style: Introducing Smeg’s New Soda Maker
Smeg has always been synonymous with style and innovation, and their latest addition – the Smeg Soda Maker – is no exception. Designed to seamlessly blend functionality with aesthetics, this premium sparkling water maker transforms hydration into an effortless and elegant experience. Whether placed on your kitchen countertop or displayed on a bar cart, the Smeg Soda Maker is a statement piece that delivers both form and function.
Designed for convenience, it requires no electricity and features an intuitive front control for effortless carbonation. The manual carbonation adjustment lets you customise fizziness to your taste. Compatible with standard 400-425g/60L-80L screw-in CO2 cylinders, it ensures easy refills.
Smeg prioritises sustainability with the included 800ml water bottle, crafted from BPA-free Tritan Renew plastic with 50% recycled content. Durable, dishwasher safe, and reusable, it helps reduce single-use plastic waste. A perfect blend of form and function, the Smeg Soda Maker is more than an appliance – it’s a statement of timeless Italian craftsmanship and eco-conscious living. Available in white and black.
Smeg Australia has upgraded its HOBD cooktop, a seamless fusion of minimalist design and cutting-edge technology. Featuring a powerful integrated extractor fan, the HOBD instantly removes cooking odours while maintaining an elegant, unobtrusive aesthetic. The automatic extraction function adjusts fan speed in real-time, ensuring optimal ventilation for every cooking style.
Equipped with an innovative brushless motor, the HOBD achieves a high-performance airflow of up to 630 m³/h, efficiently capturing steam and vapours. The stainless-steel flush grid lies at the cooktop’s centre, providing a smooth surface for effortless pan movement. Smeg’s Multizone flexibility enables independent or combined cooking zones, adapting to different pan sizes for even heat distribution. With intuitive touch controls, boost functionality, and automatic pan detection, precision cooking has never been easier. The sleek Pure Black Linea aesthetic effortlessly integrates with modern kitchens, combining style and performance. Designed and manufactured in Italy, the HOBD cooktop is backed by Smeg’s five-year warranty for peace of mind.
RRP $6,990
Tineco the floorcare brand to watch
– FLOOR ONE S7 Steam
The Tineco FLOOR ONE S7 Steam wet and dry vacuum uses the power of superheated 140°C steam to tackle all messes. Removing sticky messes and stubborn stains in half the time of traditional methods, it combines the power of vacuuming, mopping, and steaming into one effortless solution. By combining HyperSteam technology, Tineco’s patented iLoop Smart Sensor technology, an upgraded battery and a continuous clean brush washing system, the FLOOR ONE S7 Steam is intuitive and easy to use while still incorporating the very latest cleaning technology, making it an indispensable cleaning partner for the busy Australian home. Available at JB Hi-Fi and Harvey Norman.
RRP: $1,199
ECOVACS’ Biggest Suction Ever – DEEBOT T50 MAX PRO OMNI
The DEEBOT T50 MAX PRO OMNI is an all-round performer particularly suited to family households with carpets and pets. It is the most powerful vacuuming ECOVACS has ever delivered, featuring new ‘BLAST’ (Boosted Large-Airflow Suction Technology) technology that improves airflow and combines with suction power of 18500pa to deliver best in class vacuuming particularly of larger particles. It also includes Zero-Tangle 2.0 anti-tangle and an impressive self-cleaning OMNI Station to make the DEEBOT T50 MAX PRO OMNI the ultimate solution particularly for homes with pets, long hair, or lots of carpets.
RRP: $1,799
Stress tested for life tests
Washing machines tested with unbalanced* loads
*Washing machine tested with 70x195cm, 1.66 kg rug at Arçelik Labs, supervised by TÜV.
