Appliance Retailer August 2016

THE BUSINESS MAGAZINE FOR THE CE COMMUNITY / NOW IN ITS 20TH YEAR

BUILT-IN APPLIANCES PYROLYTIC, STEAM AND COLOUR DELIVER ROBUST GROWTH

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APPLIANCE

AUGUST 2016

EXCLUSIVE INTERVIEW

BSH CEO DELIVERS FUTURE BRANDING STRATEGY

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FREESTANDING APPLIANCES SLEEK AESTHETICS BECOME MORE IMPORTANT THAN EVER

RANGEHOODS A DESIGN STATEMENT RATHER THAN JUST A FUNCTIONAL APPLIANCE

HARVEY NORMAN SNEAK PEEK INTO THE BUNDALL COOKING INSPIRATION GALLERY

2NDS WORLD MAKES ITS MARK IN MELBOURNE

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

Average Net Distribution per Issue: 6,076 AMAA/CAB Yearly Audit Period ending 31st March 2016.

Never fear, beer is here

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ome are calling it the new coffee category, while others think there is still some way to go before it really takes off on the shop floor. But whichever way you look at it, the introduction of new beer and brewing machines represents a completely new major appliance category and some much-needed innovation as we approach Father’s Day and Christmas.

The fi rst company to develop the category has been the NZ-based WilliamsWarn – represented in Australia by former Fisher & Paykel stalwart, Mike Church. The WilliamsWarn story has many of the same elements as F&P – Kiwi manufacturing blended with unique selling points to deliver a new premium appliance category. But what’s the beer like? Let’s just say the beer made by the WilliamsWarn machine is the only home brew that has ever won prizes at international beer competitions – twice.

In addition to E&S Trading and the BBQ School in Sydney, the strongest Australian retail supporter of WilliamsWarn has been former Harvey Norman Auburn proprietor, John Hollings. He saw an opportunity for this niche product and was the first to retail it in Australia. From his support, another 20 Harvey Norman stores now stock the product. Hollings found that the WilliamsWarn Brewmaster, which offers some good margin at an RRP of $7500, is equally attractive to the cashed-up tradie as it is to the white collar executive wanting the next toy to show off to friends and family.

According to Hollings: “It is unique and there is nothing like it on the market delivering beautiful fresh cold beer in just seven days. It defi nitely creates a lot of interest as it is a product that really stands out. It is really easy to jump into your

sales pitch and get those important points across to get people interested.”

He describes it as an ‘automatic manual’ product, like Breville’s highlyregarded Oracle coffee machine – there are automatic functions allowing it to do things for you, but there is enough manual input to be able to customise the ‘brew’ and therefore the taste.

WilliamsWarn allows consumers to brew one of 83 internationally-recognised beer styles in seven days for around $50 for 23 litres. Compared to three cases of beer from a bottleshop, there is a $100 return on investment. The unit can also make cider in four days for those consumers looking for something a little different.

The next generation of WilliamsWarn products in development are expected to deliver more volume and will be priced around the $1000 mark.

The latest entrant is BrewArt – a collection of beer machines and ingredients just released by Coopers to capitalise on their strong position in the home brewing market. Initially launched through Harvey Norman exclusively, the BeerDroid (RRP $799) that will brew 10 litres of beer in 3-6 weeks depending on beer style and a second unit, the BrewFlo (RRP $699), which chills and dispenses. Each Coopers brew costs between $28-$44 for the ingredients which makes it two to four times more expensive than the WilliamsWarn machine.

For those retailers longing for the ‘next coffee machine category’, a new market is brewing.

Editorial Director James Wells

MEET THE APPLIANCE RETAILER TEAM

Rod Riley www.facebook.com/applianceretailer 4

Appliance Retailer August 2016

Kymberly Martin

Emily Bencic

www.linkedin.com/company/appliance-retailer

Alyssa Coundouris twitter.com/Applianceretail

Page 35

Page 47 Volume 22 / Issue #6

CONTENTS Smeg Classic Collection

04 Editorial

Personal brewing breathes new life into the appliance category

06 News

Page 56

Page 10

Premium design and technology drives sales growth



21 Built-In Feature

For those who want to install a Classic Compact oven side-by-side with a Classic 60cm oven, a Door Kit is available - the Compact Speed and Microwave ovens, the Compact Steam and Combi-Steam ovens and the Compact Pyrolytic models each have a door kit to suit. Add a warming drawer beneath the 45cm high Compacts and you can finish the line.

ON THE COVER

The Good Guys training centre and innovations store; How technology improves service at Myer; Harvey Norman’s Bundall Inspiration Cooking Gallery

As the first exponents of architectural design in appliances, Smeg isacutely aware of the desire for interrupted lines in the kitchen. Smeg’s Classic Collection has evolved to ensure precisely matching detail,whether you install complementary appliances together in a vertical tower (pictured) or in a horizontal bank.

35 Freestanding Feature

Shift from stainless steel to colour to reinvigorate a relatively flat category

47 Rangehoods Feature

The hidden gem of the kitchen space as consumers demand clean lines and low noise levels

56 New Products

20 On The Move

Restructure plans and new recruits drive executive movements among retailers and suppliers

The latest appliances and technology being rolled out to retailers

58 Retail Rules

How range drives point of purchase www.applianceretailer.com.au

5

AR NEWS

The Good Guys opens training centre

BY EMILY BENCIC

INNOVATIONS STORE TRIAL

‘The Refinery’ Leadership and Learning Centre.

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he Good Guys has opened an innovative learning space located near its Support Centre in Melbourne’s northern suburbs. ‘The Refi nery’ Leadership and Learning Centre is designed to create experiential programs that leverage live environments like a ‘mock’ store with point-of-sale, concierge desk and full functioning test kitchens.

The centre also includes different sized work spaces, auditorium seating, a chill-out zone and outdoor inspired café to nurture creativity, collaboration and innovation.

“Our vision is to develop and deliver a number of innovative programs for our employees such as a Sales Floor Leader and C.R.E.A.T.E. (Contacting Customers, Relationship Building, Exploring Needs, Art of the Demonstration, Total Solution Recommendation, Ensuring the Sale) Academy, a VM (Visual Marketing)

Academy, Cooking Academy, strength workshops and leadership development programs, with more projects in the pipeline,” The Good Guys chief people officer Jamie Ehrhardt explained.

The key part of this multipurpose space is a new management training

Millenials are expected to

account for 30% of discretionary spending by 2020.

program, called Ignite that claims to set the benchmark for retail management training and development in Australia. The aim of the program is to inspire both new and existing store managers in an intensive leadership and induction program.

2nds World expands to Melbourne

6

Appliance Retailer August 2016

The Good Guys chief people officer Jamie Ehrhardt.

BY EMILY BENCIC

2

nds World has opened its fi rst store in Melbourne in the Mentone Homemaker Centre. The grand opening was held at the end of June with opening specials across its product offering.

2nds World managing director, Peter Hammerman told Appliance Retailer, “the Melbourne market is similar in size to Sydney so it was logical for us to expand there. The store will serve as our online warehouse, as we have many Victorian customers and now have a warehouse/store for click and collect and a cost effective distribution centre.”

Meanwhile, The Good Guys is also trialling an innovations store in Essendon approximately 13km north of Melbourne, described by CEO, Michael Ford “as a sandbox store” intended to pick up on the potential of the Millennial Generation or Gen Y. It is being used to trial everything from new visual merchandising solutions to new product ranges like kitchenware.

Ford said retailers were facing a “Millennial tsunami” from this technology-engaged demographic who are expected to account for 30% of discretionary spending by 2020.

“They are important and they have never lived without a mobile device in their hand, so they are going to be a significant influence. You must learn how to write them into your story. If you have people in your organisation who do not recognise and understand that then it may be time for them to say ‘sayonara’ because that is a change and it is happening very quickly,” he said. ◆

“Many suppliers suggested that we open in Melbourne as the cost of transporting products to Sydney is expensive, and it offers an opportunity for them to save costs. There is a strong

demand for our style of business in Melbourne and we are looking forward to giving Melbournians access to the same savings Sydneysiders have enjoyed for more than 35 years,” he added.

The 1,500 square metre store is similar in format and layout to the Sydney stores located in Auburn, Castle Hill, Caringbah, Cremorne and Penrith.

Hammerman said his goal is to open another two Sydney stores with plans to open a number of stores in Melbourne in the future, while stores in other states are “on the horizon”. ◆

AR NEWS

How Myer stays ahead of the retail curve

M

yer CEO Richard Umbers has underlined the emphasis of technology and data within the back end of the department store. He believes loyalty originates in the fi rst instance by having a very good retail offer.

“That’s the reason why people keep coming back,” Umbers said at a recent Australian Israel Chamber of Commerce event.

“Technology and data enable you to do that better and understand your customer.

That means you get the products you sell and the service proposition right to reflect that. The second part is when technology comes into its own. This is when you use technology to enhance the customer experience and that can be done invisibly to the customer – some of the best technology is where people are engaging and they don’t realise they are engaging with a technology solution – for example using apps to improve service on the shop floor or to assist them in collecting something from the back room using an app.

MYER GIVES IPADS TO FLOORSTAFF

Providing iPads to staff is not something that needs to be feared, it is now being welcomed, according to Umbers.

“Once your staff are empowered in that way, and we have rolled out 2,500 iPads to our team members, they get adopted right across the spectrum including among people who have been with the business for 30 years or more.

“By putting an iPad in the hands of a store assistant, when the customer comes in, if we don’t have their size or colour, we will have it sent to them tomorrow – that is real and that is happening on our shop floor right now and this an example of what we call customer service.

“This plays to the idea that it is not technology for its own sake, it is technology that is invisible and it is enabling our staff and sales assistants to play to our competitive advantage and be able to offer something over and above what we have ever been able to do before,” Umbers said. ◆

Godfreys loses second CEO in six months

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odfreys CEO Kathy Cocovski has resigned for personal reasons after she joined the company in January, following the departure of Tom Krulis. Former Godfreys senior executive and current nonexecutive director, John Hardy has stepped in as interim managing director.

In a statement to the Australian Securities Exchange (ASX), Godfreys chairman Rod Walker commented, “We are naturally disappointed Kathy has decided to resign after such a short period as CEO. She has made significant 8

Appliance Retailer August 2016

BY JAMES WELLS

BY EMILY BENCIC

inroads in making the fundamental changes Godfreys needs to set a course of improved long term performance.

“Nevertheless, we are confident the leadership of Godfreys is in strong hands with the appointment of retail industry veteran, John Hardy as interim managing director. Having previously spent several decades in senior management positions at Godfreys, serving for just over three months as a director this year John will hit the ground running as interim managing director.”

Following his previous tenure at Godfreys, Hardy held senior roles at Barbeques Galore and Super Amart and was most recently CEO of Fusion Retail Brands.

In March this year, Cocovski showed her confidence and shared her turnaround plans for the floorcare specialist retailer after former Godfreys CEO, Tom Krulis was replaced by Cocovski after the company’s first half results were released. ◆

THE ‘STEAM’ GENERATION

BY KYMBERLY MARTIN

Sirius Ceramic Rangehood.

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ombi-steam ovens and pyrolytic cleaning have firmed up as favourites across the cooking category. As the trend to open spaces and interactive entertaining areas gathers pace, silence has also become paramount when it comes to selecting a rangehood, “We are seeing more combi-steamers being added as an attachment across sales,” Arisit marketing communications coordinator Shelley Neill said. “The recognition is that steaming not only enhances taste but adds to the ‘health’ factor when it comes to home cooking.” The selection of colours across the Ascot and Genesi can be easily converted back to stainless steel. Both now carry durable brass burners that give more even heat distribution.

Arisit recently introduced a pendant style rangehood, the Sirius, designed and handcrafted in Perugia, Italy and presented in gold, copper, silver and white, retailing at $3,799. These ceramic rangehoods feature LED lighting, induction countdown control and four speed extraction. Later in the year, the company will release newly designed recirculating off-board motors to its range of the Sirius Induction Downdraft units. The downdraft design, combined with an easy to clean induction cooktop all within one unit, is a practical solution for modern living.

“Your average renovator and new build is willing to spend a little more for the convenience of silent and stronger extraction. People are now looking to solve the noise issues that come with cheaper units,” Neill said.

Read more the latest trends and new products in our annual cooking feature beginning on Page 21. ◆

AR NEWS

E&S Trading: A culture of ‘leaving no customer behind’

O

ne bad in-store retail experience can see a customer leave, tell five of their friends and significantly damage brand reputation. E&S Trading managing director, Rob Sinclair says the key to repeat customers is hiring well, encouraging a culture of accountability, training frequently and providing an experience that no other retailer can.

The number one thing that hurts retail businesses is a culture of pride that walks away from customers, according to Sinclair.

“Rather than encouraging a culture of pride for the sales person, our culture at E&S encourages our people to focus on how satisfied our customers are, regardless of their average spend or challenges they face on the shop floor.

“Encouraging a culture of accountability and ‘I can fi x that’ is done through empowering staff to make micro decisions on the shop floor. The inability to make quick decisions at store level can cost hundreds of thousands of dollars in lost revenue,” he said.

HIRE AND TRAIN WELL

In order to deliver exceptional work, an employer or employee has to be in the

BY EMILY BENCIC

articulate why they enjoy the job. If they aren’t able to communicate why they enjoy helping people and providing an exceptional experience; it doesn’t matter if they are the most qualified person, they aren’t the right fit for the business,” he said.

THE ‘X’ FACTOR

Encourage repeat visits by

providing an experience no other retailer can.

right industry, using his or her highest value skills, working in a sector they are passionate about, Sinclair said.

“In retail, the success of your business relies on customer satisfaction. It astounds me the number of people who apply for customer service roles and are unable to

Hong Kong Fair, electronicAsia make their return

“A few weeks ago, I picked up a friend from the airport. It was a Sunday night at 10pm. I called my favourite restaurant in Melbourne. Was it too late, I asked, to pop in for a late night snack?”

“Not a problem Mr Sinclair. Looking forward to seeing you again,” the maître d’ said.

“At midnight, I realised I didn’t have any bread for tomorrow’s breakfast. I asked if the kitchen had a loaf they could sell me?

Ten minutes later, a loaf of freshly baked bread, wrapped on a napkin, was placed on my table with my bill at no charge.

“That small gesture cost the restaurant perhaps $12. The experience I was given was priceless,” he said.

“The biggest way you can encourage repeat visitations to your store is by providing an experience no other retailer can,” he commented. ◆

BY EMILY BENCIC

T

he HKTDC Hong Kong Electronics Fair (Autumn Edition), and electronicAsia, which together form the world’s largest electronics marketplace, will return in 2016 from Thursday 13 October to Sunday 16 October at the Hong Kong Convention and Exhibition Centre (HKCEC).

In 2015, the two fairs attracted a total of around 96,000 visitors from about 150 countries and regions, with buyers taking full advantage of Hong Kong’s unique competitive edge in the exhibition industry. More than 66,000 buyers visited the Electronics Fair while around 30,000 visitors attended electronicAsia.

The Internet of Things (IoT) and smart technology will again be showcased at this year’s Electronics Fair. As more exhibitors release smart products incorporating IoT technology, the HKTDC has added a new product zone, Smart Tech. An on-site survey found that, within the array of smart home products, respondents expect wireless systems that connect to the Internet or mobile network, wireless charging devices for smart 10

Appliance Retailer August 2016

appliances and smart devices for energy management or saving purposes hold the most promise in the year ahead.

Highlights from this year’s fairs include, the Hall of Fame, showcasing top of the range brand names and stylish products; Technology Exchange Zone, featuring innovations, ideas and prototypes for tomorrow’s applications and products and a series of electronics seminars where

key industry experts will share their views on market trends, business opportunities and industry challenges.

Meanwhile, electronicAsia, an important purchasing platform for technology hardware in the electronics industry, is synergising with the Electronics Fair to provide new ideas and components for the industry to develop new products. ◆

We’ve Mastered the Art of Fridge Design

At LG we believe there’s an art to creating beautiful fridges. On the outside, minimalist design with hidden handles and fingerprint resistant stainless steel finishes create a sleek, modern look. While on the inside innovative water dispensing solutions and versatile storage ideas make the most of internal space.

Fridge design down to a fine art.

lg.com.au/fridges

AR NEWS

Electrolux acquires wine cabinet business

BY JAMES WELLS

E

lectrolux has agreed to acquire the market-leading Vintec wine cabinet business, which generates annual turnover of $A22 million.

Within the deal, Electrolux will acquire both the Australian-based arm of the business which represents 70% of sales and the Singapore-based Asian division which represents the remainder of sales for Vintec and Transtherm freestanding and integrated climatecontrolled wine cabinets.

Electrolux Australia and New Zealand managing director, Mike Putt.

The Vintec operations in Australia will be integrated into Electrolux Australia and New Zealand under managing director, Mike Putt.

“Our strategy for some time as been to manufacture and supply beautifully

designed, innovative cooking products with features which enable consumers to cook like a professional and deliver great tasting food and a remarkable consumer experience,” Putt said.

“And generally food lovers believe a fine bottle of wine, properly stored and served, goes hand in hand with good food. The elegant design and consumer benefits of the Vintec model range will complement our cooking and kitchen products, particularly the high-end brands such as AEG and Electrolux,” he said.

The Vintec business was established

by Laurent Ducourneau, who left his native Bordeaux in France for Singapore to import French wine into Asia, founding Vintec in 1993. In 1998, he created Vintec Australia in partnership with Sydney-based former banker Jean-Marie Simart.

Ducourneau has managed the company’s Asia business from Singapore while Simart handles the Australasian operations. Both will stay on to integrate the Vintec business into the Electrolux Asia Pacific operations.

Electrolux already supplies wine cabinets under the Electrolux brand in Europe and North America, and under the AEG brand in the UK. The 30 models in the Vintec and Transtherm product portfolio range from compact 30-bottle, under-bench and integrated wine cabinets to suit most domestic kitchens to large stand-alone 4000-bottle walk-in wine cellars. ◆

Cleanstar supports National Breast Cancer Foundation

BY EMILY BENCIC

C

leanstar is continuing its support of the National Breast Cancer Foundation (NBCF).

Since July 2015, Cleanstar’s products have raised $7,500, soon to hit the $10,000 mark. The Cleanstar pink range includes: pink extension lead, pink microfibre cloths and pink Aerolite backpack vacuum.

As an official supporter, Cleanstar will donate $10 from each pink Aerolite vacuum, $1 from each pink extension lead and $1 from each pack of microfibre cloth sold to the 12

Appliance Retailer August 2016

Foundation to help the organisation reach its goal of zero deaths from breast cancer by 2030.

Cleanstar director Lisa Michalson said, “Cleanstar is proud to be supporting such an important project that helps millions of Australians.”

Since its establishment in 1994, the NBCF awarded more than $127 million to 430 Australianbased research projects to improve the health and well-being of those affected by breast cancer. ◆

HARVEY NORMAN TAKES ON PERSONAL BREWING

BY EMILY BENCIC

F

ully automated personal brewing system, BrewArt, which enables users to brew and dispense beer at home, has launched into Harvey Norman stores. BrewArt is a division of Coopers Brewery.

The BeerDroid (RRP $799) brews 10 litres of beer at the push of a button, while the BrewFlo (RRP $699) dispenses fully carbonated beer with a frothy head without the use of CO2.

BrewArt marketing manager, Scott Harris, said that the BrewArt system was designed specifically for modern lifestyles.

“Just as people like to make their own barista quality coffee at home, now they can make their own pub quality beer,” Harris said.

“We have focused on style as well as function so that every design feature adds to the experience of ‘crafting your masterpiece’.”

Available in chrome and black, BeerDroid offers Wi-Fi connectivity and easy cleaning.

Users can monitor and control their brew’s progress from the iOS smartphone app and receive push notifications of brewing milestones.

BeerDroid has patented end of fermentation (EOF) technology, with full temperature control throughout the brewing process.

The BrewArt system comes with a range of BrewPrints (RRP $44.95), which are individually packed natural ingredients.

BrewPrints include the likes of Coopers Pale Ale, California Steam, Thomas Coopers Celebration Ale, London’s Own Ale, Traditional Irish Stout and Ruby Porter, among others.

The latest entry into the category follows the recent launch of the WilliamsWarn BrewMaster, which is currently available through selected Harvey Norman stores, E&S Trading and the BBQ School in Sydney. ◆

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Proudly distributed by Bestlink International. www.bestlink.com.au Email: info@bestlink.com.au Tel: +61(0)3 9465 4386 Fax: +61(0)3 9466 4402

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INTERNATIONAL

AR NEWS 1: Day 3, Monday 29th February 2016 Blank canvas – The removal of old grid ceiling and preparation for the new showroom commences.

A LOOK INSIDE

HARVEY NORMAN BUNDALL COOKING INSPIRATION GALLERY

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3

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2: Day 19, Wednesday 16th March 2016 Over 70 metres of trenches were cut to accommodate services.

3: Day 24, Monday 21st March 2016 50 Cubic metres of concrete topping coat was poured to create the bespoke floor of the gallery.

4: Day 29, Easter Saturday 26th March 2016 The team runs by a strict schedule, working through the Easter period.

14

Appliance Retailer August 2016

arvey Norman proprietor, Steve Cavalier, and his team have unveiled its Cooking Inspiration Gallery with a multimillion dollar renovation incorporating 27 separate industry brands.

At an event held in early June within the Gold Coast-based store after hours to thank suppliers, Cavalier delivered a passionate speech to explain how the cooking concept came to fruition.

“This is a vision that I have had for three to four years, Cavalier said to an assembled audience representing the majority of the 27 brands represented in the new Inspiration Gallery.

“I spoke to Kate [Page] in the coffee shop about two years ago and I said this is what I want to do with our cooking area and she said: ‘Go for it’ – and so we did!

“The support I had from David Ackery and Haydon Myers has been outstanding as

4 this project was a big punt. This is something that is totally outside the framework of Harvey Norman, but as you can all see, the vision that we have had and what we have achieved, I seriously think it is outstanding.

The support we have had from all of the suppliers has been absolutely amazing – from the smaller suppliers through to the premium suppliers, and without this support it wouldn’t have happened.

“People have the trust in Harvey Norman, they have trust in me, and our amazing team.

“Everyone has busted their butts – this showroom evolved from a blank shell and all this has happened in only eight weeks.

We are talking about plumbing, power, data, even bobcats, and up to 100 tradesmen working from as early as 4am and as late as 2am on Saturdays, Sundays and Public Holidays – it was really something to see.

5: Day 48, Thursday 14th April 2016 (19 days to go) The entry to the gallery starts to take shape. The skeleton of the structure weighs over two tonnes!

10

6: Day 57, Saturday 23rd April 2016 (10 days to go) Josh from JBM Projects working on the gallery entrance.

7: Day 66, Monday 2nd May 2016 (Day before opening) The demonstration kitchen – final touches.

5 9 6

8 7

“I have to give kudos to our project manager, Lucas Kucharski – his attention to detail has made it seamless and easy for the suppliers – I personally thank you Lucas for the outstanding job.

“Our interior designers, One Alliance, managed to see inside my head and they have delivered exactly what we wanted. I would highly recommend these guys – they are extremely talented people in their field.

“I am proud of what we have achieved and I think it is a milestone for Harvey Norman and hopefully we will see a few more of these come out around Australia because I think cooking is an amazing part of our business and we are only cracking the surface!

“I am extremely proud to work for Harvey Norman, I am extremely proud of this Inspiration Gallery and my team!” ◆

8: The finished product – the interactive gallery entrance, complete with its live herb garden.

9: A personal touch, the project manager, Lucas Kucharski’s hands are blown up as a 5 metre wide digital print.

10: Keen for a demonstration?

See the team at Harvey Norman Bundall to book yourself in today (07) 5584 3111. www.applianceretailer.com.au

15

AR NEWS

The Power of Four In his first trip to Australia as BSH CEO, Dr Karsten Ottenberg, sat down with James Wells to discuss the new four-brand strategy for the company. This follows Bosch and Siemens joining the Neff and Gaggenau brands on 1 March 2016 after being managed by Sampford IXL for 21 years and 36 years respectively. During his visit, Dr Ottenberg met with retailers and internal staff to explain the next steps forward for the local subsidiary and also provided a preview into the products of the future.

BOSCH AND SIEMENS

BSH CEO, Dr Karsten Ottenberg.

Dr Ottenberg believes Australia represents a unique opportunity for the German business based on its unique blend of consumer behavior and market dynamics.

“This is a region where food is important and where living in the kitchen with friends is important. I think Australia is a market with high quality expectations and you can see this in the retail channels and how we see consumers looking for appliance solutions. All of this from my perspective fits perfectly with the strength of our company, our brands, our products and our teams. So I think there are great opportunities ahead for us here.”

“Bosch and Siemens have been fairly close in perception in the past, even in Germany. So we are very excited to have found the right story for each of these brands,” Dr Ottenberg said.

“So what is a ‘Boscher’? We call them the ‘quality passionates’. It is someone who in everything they do, are interested in the quality of the product, as well as the quality of the design and the technology. It is this ‘quality passionate’ that is the core of the Bosch brand.

“The ‘Siemenser’ on the other hand is a leading-edger. This cosmopolitan person likes products that are innovative and new, loves to show off the newest technology and being at the forefront of innovations. So based on the design of the product, you are able to see that a Siemens consumer is a completely different person by perception from a Bosch consumer.”

THE BRAND PLAN

“Bosch has developed a new global brand plan over the last two years, focused on the right positioning and brand management. However, I believe this is an opportunity for us in this market to deliver a competitive edge and use clear positioning combined with consistent brand management through design and advertising, to hit the right consumers with the right brand and product. This is the approach we are taking and we look forward to working with our retail partners to help us consistently tell this story to consumers who we believe fall into specific target groups. We have a portfolio of four core brands – and we are delivering consistent stories on each brand.”

16

Appliance Retailer August 2016

Bosch major appliances.

GAGGENAU

“We own the only global luxury brand in the world. It doesn’t mean that in some regions of the world there are other luxury brands, but globally from the US to Europe, and China to the rest of Asia – Gaggenau is the only global luxury appliance brand. And what is a luxury brand? Take Hermès for example – a truly luxury brand in terms of its product, distribution, communication as well as the things they do and importantly what they don’t do with the brand. So if you are a consumer and you are into these luxury brands, then Gaggenau is a must-have.”

NEFF

“Last but not least is Neff – our hidden gem.

‘Neffers’ are characters we call the ‘Social Individualist’. This is someone who is clearly very different but is an individualist who is a very social person and loves to

cook. They are passionate not only about food quality, but they like to entertain and are more likely to cook a whole fish for a group of friends to share. We see this trend back to nature and looking at how food is created as a big trend globally and here in Australia, it is a fact of life.”

RESEARCH AND INNOVATION

Dr Ottenberg is committed to preparing each of the BSH brands for the future changes in the market and shifts in consumer behavior.

BSH invested a total of 450 million pounds in 2015 in research and development. This corresponds to 4% of revenue and represents a considerable increase in investment of 20.6% compared with the previous year (2014: 373 million Euro). Some 3,000 employees are employed by us in the area of research and development, which is organised in a network of international competence centres. We believe that driving and fuelling innovation and being perceived as a leader within the technology platforms we are developing in a consumer-centric way, is very important.

“In the early phase of innovation, we look into consumer requirements in terms of what they think about, care about and their pain points. We then involve design methodologies and rapid prototyping to develop an edge in terms of innovation.”

DIGITAL CONNECTIVITY

“There are a couple of innovation trends emerging and the big one is digital. There are two forms of digital transformation – one for the retailers and consumers and the other is to understand the trends and the products. On the product side it is clear digital represents connectivity, which simply means you can have the home appliance device connected to a world of services that you drive from an IT backend or from the Cloud. So essentially, the

Top left: Siemens major appliances.

Top right: Neff built-in ovens.

Left: Gaggenau sous vide oven.

thinking is that every product has a second life, so to speak, in the back end. All of the intelligence of what consumers want, how they use it, and how we support it is given back to the consumer through the connectivity channel such as a consumer centric app interface where they can make use of the additional services. We then support this with a secure backend with encrypted communication, as we are very aware of the risks of connectivity in terms of data security. It is really important that if consumers trust you on your promise that you are secure in your data, this is an asset you can only violate once. We have seen this challenge faced by other industries and it is this sort of digital disaster, we are definitely going to avoid.

“I think for everything there is a time and now with connectivity and the readiness of people to connect, it is important to understand how you complement your life with the offering that connectivity delivers – and it is about time to do it in appliances. Is disruption about to come into the appliance market?

Yes it is. There will be a point in time when connectivity simply will be expected to be there. It will happen.”

AUSTRALIAN RETAIL

“There are similarities and differences between Australian retailers and their global counterparts. I think in general

Australian retailers are serving consumer groups which are comparable to what you can see in the rest of the world. However, in many of the stores that I visited, the average willingness for Australians to pay for quality products and services is higher than the average elsewhere, which is great and this is something that we will definitely nurture in our business. With the work we have done on our four brands, I can see greater opportunities for BSH to assist with the consumer journey in retail stores.

“There is a huge number of brands serving these consumers in Australia that I do not see in the rest of the world.

I was a bit surprised to see so many names – but that says there is something special here in Australia. So I believe that if we do it right with our four brands with the right positioning with our retail partners, we might even increase the value perception of the average home appliance and some of the other brands would not be needed any more.

“Our overall message to our retailers is that BSH in Australia is switching gear on driving the brands to the Australian consumers. We want to make sure we have a consistent story and let’s work together to create a value perception for the consumer with a consistent brand story. By doing this, we can build a great partnership together to be even stronger than we have been in the past.” ◆ www.applianceretailer.com.au

17

AR NEWS

APPLIANCE RETAILER

Gets Social

BY JAMES WELLS AND KYMBERLY MARTIN

AEG ambassador and renowned chef, Mark Best.

AEG AND THE TASTE JOURNEY

AEG was host to an intimate industry event at Marque restaurant in Sydney’s eastern suburbs with restaurant owner and AEG ambassador, Mark Best. The company presented the new Tasteology documentary that sets out to uncover how to achieve cooking results that are multisensory, sustainable, nutritional and tasteful.

The content team travelled to a variety of destinations across the globe for almost a year, collecting insights from the world’s premier taste experts. These experts include ‘the father of molecular gastronomy’ Hervé This, who invented ‘the perfect egg’, food waste activist Tristram Stuart, and famous Instagrammer Chef Jaques la Merde.

BREVILLE DESIGNER RECEIVES RECOGNITION

Breville design and innovation director, Richard Hoare was recognised for his contribution to industrial design at an event in Sydney. Held at Breville’s head office, it coincided with Hoare receiving the Indesign Luminary award in front of 80 past and present coworkers, friends and family. In his speech, Hoare said the secret to his success was to “be curious, listen and work hard,” and acknowledged his mentors, including Emila Glem managing director, David Gilmore, who convinced Hoare to become an industrial designer, his fi rst boss Ian Wilson from Sunbeam as well as two former Breville CEOs, Joe Hersch and Jack Lord.

Breville design and innovation director Richard Hoare

ELECTROLUX ROLLS OUT OVER 50 NEW PRODUCTS AFTER EAST COAST ROADSHOW

Electrolux managing director, Mike Putt.

18

Appliance Retailer August 2016

Electrolux was host to around 400 retailers from across the country to present its new cooking and refrigeration ranges in Sydney, Melbourne and Brisbane. Electrolux managing director, Mike Putt said such events “serve to remind and reassure our customers (the retailers) that not only does the company continue to provide them with the most innovative appliances, but also that they will continue to receive the best marketing, product training and support”.

Electrolux will be rolling out 16 new ovens, two freestanding cookers, three microwaves, eight gas cooktops, eight induction cooktops, two ceramic cooktops, nine rangehoods and two dishwashers, into retail stores this month.

To support the launch, there will be a new interactive website, mobile app, and television and online video commercial on SBS TV from September 19.

EUROLINX OFFERS EXCLUSIVE COLOUR RANGE

Ilve marketing manager, Daniel Bertuccio, Ilve brand ambassador Giovanni Pilu and Ilve head of design Carlo Illoti.

Eurolinx, the local distributor of Ilve appliances in Australia, can now create freestanding cooking appliances matching any of the 1,625 colours from the RAL colour chart. The RAL colour chart is similar to the Pantone colour system and is used in Europe for varnish and powder coating manufacturing processes.

Commenting on the RAL colour chart, Ilve head of design Carlo Illoti told Appliance Retailer: “If a consumer or an interior designer would like a special colour for their appliance, they may need to wait a little bit longer as it is custommade from our factory, but we believe this is a distinct point of difference.”

LG KEEPS AHEAD OF THE GAME

LG launched new Ultrawide and UHD monitors as its major sponsorship with the professional gaming team Dire Wolves gains momentum. Retailers are increasingly recognising how important gaming is becoming to the PC market, according to LG Australia marketing manager, Russ Prendergast.

“The eSports industry is worth around $1 billion and continues to grow. We need to be ahead of the game, providing the latest technology in our monitor range to meet the demands of professional gamers as well as the at-home enthusiasts,” he said.

All marketing activity will be targeted to the 286 million gamers globally who are on social media using gaming technology.

LG marketing manager, Russ Prendergast with the Dire Wolves team.

PANASONIC RELEASES AUSTRALIANFIRST REFRIGERATOR TECHNOLOGY

Panasonic group manager – home appliances and air conditioning, Emile Redden; associate group manager – home appliances and air conditioning, Maki Takahashi, and product marketing analyst, Chasnyn Ousmand.

Panasonic hosted media for a Japanese dining experience to showcase its latest refrigerator offering. The new bottom mount models feature an Australianfirst ‘Prime Fresh’ technology, which softly freezes fresh meat and seafood to approximately -3 degrees Celsius, extending the life of perishable food, whilst maintaining nutrients, flavour and texture.

The easy-access, centralised vegetable case ensures produce is stored in optimum conditions with an airtight design. A key feature in the French door range is the ‘Vitaminsafe’ vegetable case, which uses blue and green LED lights to ensure fruit and vegetables stay fresher for longer. www.applianceretailer.com.au

19

AR NEWS

| On the Move |

BY EMILY BENCIC

WINNING GROUP CONFIRMS EXECUTIVE RESTRUCTURE A statement issued to Appliance Retailer by Winning Group CEO, John Winning announced the resignation of chief merchandise and buying officer, Jo Devery (pictured with Winning Appliances CEO, David Woollcott), and head of Appliances Online buying, Fabio Bertola.

Neither of these roles will be replaced.

However, the company is currently recruiting for other roles within both Winning Appliances and Appliances Online buying teams.

Con Verteouris, currently Redfern and Crows Nest store manager, has been promoted to NSW head of retail. His new role will open opportunities for management positions at Redfern and Crows Nest.

GLEN DIMPLEX UNDERTAKES RECRUITMENT DRIVE Bettina Ortega del Rio (pictured) has fi lled the newly created position of key account manager for Morphy Richards. Ortega formerly worked on the Tefal brand at Groupe Seb for five years.

Jo Lekanidis has been appointed product manager for Morphy Richards, and joins the company from Techtronic Industries. She replaces Stacey Pogorecki who is now responsible for Glen Dimplex seasonal.

Ann-Maree Macaulay will replace Alex Treskin in the role of business development manager NSW for Glen Dimplex with a focus on the Belling brand.

Macaulay previously worked as NSW sales manager at Jura Australia.

20

Appliance Retailer August 2016

ELECTROLUX WELCOMES NEW MARKETING HEAD Anastasia Barlas has been appointed marketing director for Electrolux Australia, following her tenure with fast-moving consumer goods (FMCG) company Kimberly Clark, where she held numerous roles, including head of marketing and general manager for Australia and New Zealand.

Commenting on the appointment, Electrolux Australia managing director Mike Putt said, “Anastasia has a wealth of experience and an impressive record, which includes a number of successful new product launches, with a large global company. Electrolux regularly launches new products and we are looking forward to Anastasia’s leadership and promotion of our household brands”.

ASKO RECRUITS AMBASSADOR, SALES AND RETAIL MANAGERS Television chef and winner of the second series of Masterchef Australia, Adam Liaw (pictured middle) has been appointed Asko ambassador.

Former Miele key accounts director, Owen Holbourn, has been appointed as sales director at Asko Appliances. A replacement at Miele has not been announced. Holbourn replaces Nick Ruffell, who has left Asko Appliances to join Bosch Siemens.

Marta Nazarewicz (pictured left with Asko managing director, Crt Prasnikar) has joined Asko Australia as national retail channel manager, responsible for the Narta and Harvey Norman channels.

Nazarewicz was previously national sales manager at Qasair for seven years.

LEADING EDGE STRENGTHENS SUPPORT TEAM David Little has been recruited to the Leading Appliances Group and will be based in the Chatswood offices as product manager. He has a wealth of experience in both retail and wholesale, working previously for Bosch, Robinhood, Sharp, Winning Appliances and Harvey Norman.

Leading Appliances group manager, Nicholas Fry said, “We continue to grow and invest in the business to maximise support for our members and suppliers.

As a result of this growth, and an ongoing determination to provide an industry-best support network, we have strengthened the level of service our support office extends to members and communication and relationship building with suppliers”.

CAMERA HOUSE FINDS NEW GENERAL MANAGER Charles Davey has assumed the role of general manager at Raleru Limited, parent company of Camera House, following the departure of Paul Shearer in April. Davey brings local and global retail experience.

Most recently, he was head of category for accessories, wearables and value add services at Optus. This followed on from roles with Big W including merchandise manager of buying in consumer electronics and entertainment. He has also worked in England, with W H Smith UK, Dixons Store Group and Sainsbury’s. Raleru chairman, Lance Miller said, “Charlie’s employment history brings new and exciting opportunities to Camera House members and Raleru”.

FEATURE

BUILT-IN OUTLOOK | TRENDS | RANGES | PRODUCT GALLERY | FROM THE FLOOR | PROMOTIONS

Smeg’s Thermoseal ovens and Compact Speed and Combi-Steam ovens variously offer the important things in life – taste, convenience, time, health, and vitality.

AR BUILT-IN

OUTLOOK

PREMIUM APPLIANCES

continue to dominate demand

BY EMILY BENCIC

S

trong and consistent demand for premium appliances, such as pyrolytic ovens and induction cooktops, has helped spur a high value increase in the built-in cooking category. GfK fi ndings have tracked a 7% increase in unit terms and 11% increase in value terms for built-in ovens for MAT16 in

comparison to MAT15. Meanwhile, Euromonitor’s latest data has recorded a 4.7% year-on-year growth for the built-in cooking category.

A number of suppliers have enjoyed robust growth over recent years as premium appliances become more affordable and consumers become more open to learn about the latest technology offerings for the hub of the home. In particular, consumers look for easy-to-

use features that save time both during and after the cooking process.

Most notably, Asko has recorded its “greatest ever growth”, which has been attributed to its built-in oven line-up, marketing director, James Vogdanos told Appliance Retailer. Over at De’Longhi, the built-in oven category has delivered double digit growth across all products and price points, according to category manager, Jessica Hull. AR

THE BEST THING NEXT TO A SMEG OVEN …IS ANOTHER SMEG OVEN

TRENDS

It has to look good, save time and steam

BY EMILY BENCIC

M

ajor cooking suppliers have been unanimous about the key trends that have entered the home kitchen, from design aesthetics, to in-demand technologies, such as pyrolytic and induction. Consumers are also seeking convenience and flexibility from their appliances.

Smeg offers an unrivalled number of different aesthetics in the built-in category – the Classic, designed by Guido Canali, Linear and Victoria.

“This makes us the only brand that can adequately respond to increased consumer demand for a sense of individuality and style in the kitchen,” brand manager, Tamara Buchanan said.

Tamara Buchanan – Smeg.

De’Longhi category manager, Jessica Hull also noted that technologies, such as pyrolytic and induction, are becoming more and more common, as the once premium price for these becomes more affordable for the everyday consumer.

Jessica Hull – De'Longhi.

“Coloured ovens are making a push into the built-in space.”

“A matching design aesthetic is a key driving point in sales. Technology-based products are also trending with pyrolytic ovens and induction cooktops still high on the list,” he said.

Development around the Commonwealth Games combined with low interest rates and increased development means Queensland has been a growth state for the company.

Meanwhile, Victorian sales have demonstrated an early adoption of, and openness to, new technology with an increase in sales of pyrolytic ovens and induction cooktops, according to Vozzo.

Daniel Bertuccio – Eurolinx.

“These technologies are now a significant portion of the market, and De’Longhi has expanded its new range to continue offering these technologies to consumers over a range of price points,” she said.

“The new aesthetic is classic in design, with consumer cooking needs at the forefront of our feature and benefit offering. This has renewed interest in the brand with both retail staff and consumers alike, who can relate to an Italian inspired range, both in design and functionality,” she added.

Home Appliances has shown respectable growth in the built-in category, witnessing a defi nite shift from the freestanding category, according to national retail business manager, Mathew Vozzo.

Mathew Vozzo – Home Appliances.

The built-in category has been steady for Eurolinx, parent company of Ilve, De Dietrich and Fhiaba, compared to 2015, and marketing manager Daniel Bertuccio believes it’s an exciting time for built-in ovens with the imminent introduction of the company’s new range.

“When looking at trends within the industry, we have noticed that coloured ovens are making a push into the built-in space,” he said.

smeg.com.au

SMA16866

AR BUILT-IN The category has also been performing well for Electrolux with consistent year-on-year growth.

“We are really excited that we have been able to deliver professional features, such as steam assisted cooking, to mainstream markets, in addition to new features such as our Smart Food probe that will see growth continue in 2016,” category manager for food preparation, Mark Kampmann said.

Mark Kampmann – Electrolux.

He also noted a trend towards easyto-use features that are time-saving and deliver greater control over cooking.

“The impact of pyrolytic self-cleaning has been identified as a major feature in our range that brings genuine benefits to consumers. Our extensive consumer insight programs have identified cleaning as the major pain-point for users,” he said.

The fi rst half of 2016 has been strong for Omega and its Neil Perry Kitchen brand. General manager of retail appliances, Craig Handley, said lower budget consumers still value and appreciate European design and style.

“The new Neil Perry Kitchen by Omega range brings true commercial

style cooking performance into the home. Designed and tested by Perry, these products are the most powerful on the market, and early results show a niche of customers, who have been responding favourably. Gas is proving to be the most popular cooktop format, and the large capacity 108 litre 90cm oven has been a real winner among these customers,” he explained.

Asko has seen a seismic shift in consumers wanting to understand steam cooking and invest in it.

“This growth will be demonstrated by the investment we have made in developing new ranges of cooking appliances that we will launch this year, with features and designs that really reflect our Scandinavian heritage.

“In terms of design, one of the biggest trends coming to our shores is the colour black.”

James Vogdanos – Asko.

“For us, steam cooking is leading the way for ovens, followed by cooktops with interest in wok cooking taking off after the launch of our Fusion Volcano wok burner,” marketing director, James Vogdanos explained.

Cooking with steam is another trend observed by Vogdanos, which continues to grow in Australian kitchens with consumers becoming more aware of the health benefits.

Monica McCormack – Bosch.

“Steaming is one of the best cooking methods for maximising taste and colour, while also gently retaining the nutrients and vitamins from the food.

“In terms of design, one of the biggest trends coming to our shores is the colour black. It’s now popping up in kitchens everywhere from tapware to kitchen appliances. In response, we have just launched the Elements By Asko range, starting with ovens,” he said.

Bosch is seeing an increase in built-in oven sales with features that offer convenience and flexibility and can be coupled with matching compact appliances to accommodate cooking with different heating options.

“Flexible and healthy cooking solutions are at the forefront of consumers' minds, and therefore, steam cooking continues to be a strong consideration when purchasing ovens and combination ovens,” product manager for cooking, Monica McCormack said.

“With the influence of cooking shows and desire to experiment in the kitchen, it’s little wonder that steam ovens (pure steam only) and combination steam ovens (those that combine both convection heating and steaming) are gaining traction within the cooking category.

Recreating restaurant-quality meals at home defi nitely plays a role in the uptake of these appliances.”

Miele category marketing manager for kitchen, Debra Barrow, agreed that steam cooking has been the most marked trend of the built-in category.

“In addition to the obvious health benefits of steam cooking, food simply retains its natural flavour, colour and

Debra Barrow – Miele.

24

Appliance Retailer August 2016

smeg.com.au

SPEED OVEN W/ DOOR KIT Conveniently reduces cooking times by up to 30%

COMBI-STEAM W/ DOOR KIT The professional multifunction oven with steam

THERMOSEAL The seal of taste

A LW AY S T H E B E S T P O S S I B L E TA S T E

THE BEST THING NEXT TO A SMEG OVEN – IS ANOTHER SMEG OVEN

SMA16868

THERMOSEAL TECHNOLOGY & CLASSIC AESTHETIC • THE ULTIMATE IN BOTH CULINARY & VISUAL TASTE

AR BUILT-IN nutrients so much better, while steam ovens also require much less cleaning and maintenance than conventional ovens. Consequently, increasing numbers of manufacturers now offer cooking appliances which cook with moisture, including steam ovens, steam combination ovens or ovens which cook with moisture,” Barrow noted.

Bestlink International managing director, Henry Chang also said the market has moved up towards multifeature products including ovens that provide both steam and convection capabilities, as they provide consumers with healthy cooking options.

“Entry-level built-in appliances now offer more features than ever, as well as larger capacities and more functions to choose from,” he noted.

Henry Chang – Bestlink International.

Glen Dimplex has seen steady growth in its built-in range with the introduction of a combination and pyrolytic oven to its line-up.

Product and procurement manager, Douglas Yapp believes there is a trend toward built-in ovens with sleek kitchen designs and a suite of built-in appliances available from combi-ovens, pyrolytic ovens, to standard multifunction and gas ovens.

Despite being a small player in the built-in category, Glem Gas has experienced sales growth, running ahead of 2015.

“The Glem Gas factory in Modena has a new production line for built-in ovens and this year we will see the fi rst of the new ovens arrive in Australia. Our new models will include an expanded range of gas ovens which will become the biggest range of gas ovens available on the Australian market,” managing director, David Gilmore said.

Meanwhile, Fisher & Paykel marketing manager, Kara May believes the biggest trend in the market is personalisation and customisation.

“Consumers want to tailor cooktops to their own cooking needs and requirements, while still appearing to be consistent in aesthetic, look, style and 26

Appliance Retailer August 2016

“Increasing numbers of manufacturers now offer cooking appliances which cook with moisture, including steam ovens, steam combination ovens or ovens which cook with moisture.”

Debra Barrow – Miele.

feel, with the rest of their kitchen. They are becoming savvier with their style and design and look to match the knobs and handles on their cooktop to that of their oven, whilst having a combination of gas and induction cooktops that are convenient to use for whatever they plan to cook,” she said.

V-Zug sales and marketing director, Mark Tragear said minimalistic and stylish design continues to be in demand this year. “We design our built-in cooking products with clear structures, elegant aesthetics, straight lines and purist forms,” he said.

New to V-Zug are handleless options, which have been well-received and have exceeded expectations with architects and interior designers due to their streamlined design, according to Tragear.

“When the appliance is on, the handle moves into position, and it can then be opened and closed as normal.

As soon as the appliance switches off, the handle moves back to its original retracted position until it is next needed,” he explained. AR

Mark Tragear – V-Zug.

De’Longhi, the heart of every home.

See what’s cooking in the De’Longhi kitchen. The latest range of De’Longhi Major Appliances demand attention and will inspire you with elegant lines, the latest innovations and renowned De’Longhi craftsmanship. Whether creating a culinary masterpiece or just spending quality time with family and friends, be inspired and rediscover the pleasures of “The De’Longhi Kitchen”.

For more information, contact your De’Longhi representative on 1800 126 659 or visit www.delonghi.com.au *Featured: Vintage Oven DEFV908BK, Vintage Range Hood DEVINTAGE90BK, Built-in Oven DEP7410, Distinta Kettle and Toaster KBI2011CP and CTI4003CP. Please note that all products may not be available at the time of print.

AR BUILT-IN

RANGES

Steam heading the cooking charge

BY KYMBERLY MARTIN

W

ith the introduction of the Victoria builtin ovens in April, Smeg has reinforced its position as a leading premium appliance brand in Australia with what the company said is an “unrivalled number of different aesthetics in the built-in category” namely the Classic, designed by Guido Canali, Linear and Victoria ranges. The

Ilve 75cm Built-in Pyrolytic Oven (750SPYTC).

Taking flexibility to a new level is Bosch, with the release of three induction cooktops to its Series 8 range in September. Features common to the three new cooktops are 17-stage power setting with PowerBoost for each zone, WipeProtection pauses on all settings for easy cleaning while cooking, Restart to previous power setting if power lost and QuickStart for automatic zone identification. Two models include auto switch off and child lock. On the 90cm FlexInduction PXV975DC1E, two induction zones become one large induction surface

The 45cm high compact oven is now a key component in all new kitchens, enabling consumers to tailor their appliances to individual Smeg Victoria Compact 60cm Multifunction Oven (SFPA6925P).

culinary tastes.

45cm high compact oven is now a key component in all new kitchens, enabling consumers to tailor their appliances to individual culinary tastes. Smeg offers a speed oven, combi-steam, dedicated steam, multifunction, microwave and microwave with grill in the Classic and Linear ranges and the speed oven and combi-steam within the Victoria range.

Three design aesthetics are offered in multiple fi nishes – stainless steel for Classic; black, white and silver for Linear; and panna (cream), black, white and stainless steel for Victoria. The compact ovens are designed to partner Smeg’s 60cm built-in ovens, coffee machines and warming drawers.

De’Longhi Electronic Touch Control Built-in Oven DEP7410.

28

Appliance Retailer August 2016

Bosch Series 8 FlexInduction Cooktop (PXV975DC1E). at the fl ick of a switch. The 80cm CombiInduction PVS875FB1E and the 60cm FlexInduction PXX675DC1E, retail at $2,599 each. Complementing the new cooktops are the Series 8 built-in ovens priced from $2,999 RRP for the compact steam oven to $3,899 RRP for the compact combination steam oven.

De’Longhi unveiled a new Italian designed and manufactured builtin cooking range in May. “The new aesthetic is classic in design and consumer cooking needs have been put at the forefront of our feature and benefit offering,” said Jessica Hull.

As Hull sees it, these technologies stand for a greater part of the market and De’Longhi has expanded its new range by offering these technologies

Electrolux EVEP618SC Pyrolytic Oven with Steam.

to consumers across a selection of price points. Other features include a self-closing oven door, precision dualcontrolled gas burner, and an exclusive pizza function. “The small things can sometimes make a huge difference.”

This month Ilve introduced a new built-in oven range to the market and according to Daniel Bertuccio it represents one of the biggest simultaneous new product releases in the company’s history. In total, up to 10 new models will make their debut with new designs, a new user interface and new

price points. A new smart touch control interface is available on the 60cm, 75cm and 76cm pyrolytic ovens and the 90cm electric oven with dual cavity fans.

“Without doubt the hero product we envisage will be the 600SPYTC 60cm touch control pyrolytic oven. But we also expect the knob controlled pyrolytic oven, the 600SPYKT to be a popular product as well.” Bertuccio said.

Electrolux recently introduced a Smart Food Probe into selected ovens, that when combined with steam assisted cooking, brings a new element of control to the consumer who can select the desired core temperature for more consistent results. The system also

Miele Pressure Steam Oven (DGD4635).

Omega Pyrolytic Oven (0062PX).

displays remaining cooking time and turns off when cooking is completed leaving the user free to do other things without having to constantly check on the progress of the meal. The Electrolux steam oven, EVEP618SC, carries this feature along with soft close cool touch doors with FullFlex telescopic runners for added safety and three Pyrolux pyrolytic cleaning options.

Miele claims its Pressure Steam Oven is the “fastest and most powerful built-in steam oven on the market”.

Be Inspired

www.applianceretailer.com.au

29

AR BUILT-IN The DGD 4635 acts as a pressure cooker and enables food to cook up to 50% faster with steam and pressure cooking temperatures reaching 120-degrees Celsius. The oven comes with a range of applications including reheating, defrosting, bottling, juice extracting, and disinfects items and heats damp towels.

The unit also has a useful integrated pull-out shelf/pot rest and having the plumbed connection dispenses with refi lling or emptying water containers.

Omega recently reduced the RRP for its FlexZone induction cooktop to a more affordable price point of $1,099.

Omega’s new pyrolytic oven range also places a focus on making this practical technology available to more consumers through price points under $1,099, said Craig Handley. “Both products are European made, as our research shows lower budget consumers also place value on this feature.” Handley said product development will focus more on practical, usable features and innovation rather than cosmetics.

Asko Duo Fusion Cooktop (HIG1995AD).

With Asko acknowledging the growing number of serious home cooks, there has been increased consumer demand for more functionality from their appliances and being able to perform multiple tasks on the one cooktop, for example. Asko has the only cooktop on the market that combines both gas and induction cooking. The Duo Fusion features Asko’s Fusion Volcano gas wok burner with three different flame settings plus four induction zones offering 13 power levels, six auto programs and booster functions on all zones.

The latest cooktops from Glem Gas will have flame failure safety valves to complement the new oven range with the company offering attractive packages for both commercial and retail distribution.

The range will be complete with a microwave oven offer and induction hobs primarily to supply the builders market.

A combination oven comprising microwave, grill and a conventional oven is the latest in built-ins from Belling. The B160COM offers all the 30

Appliance Retailer August 2016

Emilia Stainless Steel Gas Oven EMF61MVI. functions of a full size oven in one compact unit. The 60cm oven with a 44 litre capacity comes with 13 auto cook programs, touch controls, a triple glazed door and a stainless steel interior for easy cleaning.

The Midea built-in cooking range is comprehensive and includes fan forced, multi-function, pyrolytic, steamer/

of cooktops. The Touch&Slide induction cooktops are available in five different models offering flexibility, not just in size, but also in the number of cooking zones. The 90cm model has five cook zones, the 75cm has four and there are now two 60cm variants in either three or four zones with the space-saving 30cm cooktop offering two zones.

The hero product in the Euromaid Black Pearl series range, the ETP12XL, claims to cover all bases with consumers.

In addition to its extra-large 94 litre capacity, pyrolytic cleaning technology and rapid heat mode, it sports a sleek, modern appearance using black glass and stainless steel.

New gas cooktops from Swiss appliance maker, V-Zug, brings precision cooking and navigating benefits of induction to gas cooktops.

“The combination of unique slide touch technology and automatic preprogrammed cooking functions has made cooking with gas easier and more accurate,” said Mark Tragear. Key

Euromaid Oven ETP12XL.

“The new aesthetic is classic in design, with consumer cooking needs at the forefront of our feature and benefit offering,” Jessica Hull – De’Longhi. convection and microwave/convection models. Gas cooktops are fitted with a powerful Sabaf burner for more uniform cooking and a flame failure device is standard on all models.

The award-winning Touch&Slide induction cooktops are the hero products in the Fisher & Paykel kitchen as more consumers embrace the freedom to arrange their cooking zones by mixing and matching different sizes and types

Fisher & Paykwel Touch&Slide Induction Cooktop 1905DTB.

features of the slider technology include melt, simmer and keep warm functions plus a pause button. The range comprises a single wok burner together with two, four and five burner cooktops.

Kleenmaid introduced Thermal Dynamic Sensing (TDS) to its induction cooktop range in July. TDS senses the temperature of the cookware and adjusts the induction power output to avoid overheating the inductors and burning food. The two models in the range also feature a Biometric Visual Indicator, an inlayed, fi nger touchsensitive, metallic strip for a clear visual reference as to where the user places their fi nger for ease of use. “Adding TDS defi nes the Kleenmaid induction models as professional culinary tools,” said Danny Hamilton. AR

PROMOTIONS

Bonus gifts and rebates

BY EMILY BENCIC

BESTLINK

From August 1 to October 31, 2016, purchase a Midea built-in cooking package (fan forced oven 65DME40106-BK, Ceran cooktop CRSL606, and slide out rangehood E60MEB0L03), and receive a bonus 25 litre SS digital microwave oven (EM925EYG).

MIELE

During August, Miele will provide consumers with the opportunity to redeem a bonus four piece Iittala induction cookware set with the purchase of a Con@activity-enabled induction cooktop and rangehood.

V-ZUG

• Purchase over $12,500 of V-Zug kitchen appliances and receive 5% off the total order value • Purchase over $17,500 of kitchen appliances and receive 7.5% off the total order value

AR BUILT-IN

Ilve 75cm Built-in Pyrolytic Oven (750SPYTC)  95 litre oven capacity  Full size inner glass door  13 specialised manual multifunction modes  Four cooking levels

RRP:

$5,299

Eurolinx: 1300 694 583 Europe’s leading architects and designers had input into the timeless design of this new series of built-in ovens from Ilve. It brings into Australian homes the latest technology, sophistication and appearance that embodies the Ilve brand.

Smeg Victoria Compact 60cm Multifunction Oven (SFPA6925P)    

16 cooking functions 20 SmartSense pre-programmed menus Pyrolytic self-cleaning Sabbath mode

RRP:

$3,290

Smeg: 02 8867 4888 Uncluttered classic lines elevate this vintage-inspired multifunction oven from Smeg to a new level of design. The oven can be installed alongside the 45cm Victoria compact oven and matching warming drawer as fascias and controls align perfectly for pairing.

PRODUCT GALLERY Omega Pyrolytic Oven (0062PX)  70 litre capacity with eight cooking functions  Fully programmable  Quad glazed door  LED display

RRP:

$1,499

Shriro: 1300 739 033

32

Appliance Retailer August 2016

Cleaning ovens in no longer the dreaded kitchen chore is used to be thanks to pyrolytic cleaning. This practical technology is now more affordable and gives the cooking enthusiast more time to be creative in the kitchen.

Keeping your customers warm from the inside out

Fastcars

Silver Fox

The Grocer

Miss Bling

The Bear

Dancer

Joey

The Pom

Dynamite

Our UGG boot promotion will with keep any yourOmega customers warm the inside out!

Bonus UGG boots oven or from freestander purchase, check with your Omega representative for details Head to www.omegaappliances.com.au/promotions for more information

AR BUILT-IN

FROM THE FLOOR

Liebe + Haus, Perth general manager, Aaron Kemp to the cooking process become our top selling models. With healthy eating and convenience being a major part of the kitchen brief, along with the increasing trend of integrating appliances, the Zip fi ltered boiling, chilled and sparkling water taps are also a great product to introduce. The new design range in different fi nishes has been well received.”

"We are also seeing ovens that have the technology to add moisture to the cooking process become our top selling models."

Liebe + Haus general manager, Aaron Kemp.

BY KYMBERLY MARTIN

T

he customer comes fi rst at Liebe + Haus, the dedicated premium appliance destination “for West Australians who love their homes”, general manager Aaron Kemp told Appliance Retailer.

Opened in September 2015, there are two stores, one located in Osborne Park and the other in Myaree. These dedicated interactive designer showrooms offer a multitude of possibilities when it comes to kitchen style.

“With a customer focused team, we offer a unique shopping experience,”

34

Appliance Retailer August 2016

Kemp said. “The customer comes fi rst and our sales process begins with a product presentation tailored around features that benefit the customer. This is one of the reasons, when tracking our database where referrals play a major role in our overall success.”

When it comes to ‘must haves’ in the kitchen, it is compact steam appliances that head the list with customers.

“Introducing steam and the benefits of steam along with explaining menu cooking is helping us build our average sell price. We are also seeing ovens that have the technology to add moisture

Kemp attributes a large percentage of the business to the renovation market.

“We are fi nding an uplift in consumers looking to purchase their appliances outside the builder contract because they are looking for ways to save money. With our industry offering some of the most aggressive promotions we have ever seen on trusted brands such as Miele, AEG and Gaggenau, consumers are taking advantage of the retail experience and the additional savings.”

He said redemptions offering small value are not generating any interest but major campaigns including up to 15% on Miele kitchen packages, up to 20% on AEG kitchen appliances and a free dishwasher with Gaggenau packages over a certain value “are what we are seeing as a call-to-action and driving customers into store with urgency.” AR

FEATURE

FREESTANDING

OUTLOOK | TRENDS | RANGES | PRODUCT GALLERY | FROM THE FLOOR | PROMOTIONS

Smeg been manufacturing world-leading freestanding cookers since 1956 and today offers one of the most comprehensive ranges for quality, performance and design choice.

AR FREESTANDING

OUTLOOK

Shift to built-in subdues growth

BY EMILY BENCIC

A

number of suppliers have recorded growth in the freestanding category, while some are anxious about the shift to built-in appliances. Therefore, it is now more important than ever to understand consumer needs and trends,

such as demand for larger capacities and time-saving technologies. There has also been investment in coloured cookers in an attempt to reinvigorate the category and brighten up the kitchen space.

GfK data shows a slight 1% increase in unit terms and 5% increase in value terms for freestanding cookers, while

Euromonitor data has tracked 3.3% year-on-year growth for the freestanding cooking appliance category for 2016.

Despite the relatively at market, Smeg head of brand, Tamara Buchanan says the company is performing well above market average, with particular success in the 90cm models. AR

A MODERN VINTAGE WITH THERMOSEAL TECHNOLOGY

TRENDS

Colour lifts sales opportunity

BY EMILY BENCIC

A

esthetics continue to play an important role in the freestanding category as consumers opt for sleek designs, larger cavity space and pyrolytic technology. Furthermore, the dual fuel cooker category is also taking off for some key suppliers.

Smeg is seeing a resurgence of the freestanding cooker into contemporary design. Another important trend, noted by head of brand, Tamara Buchanan, is the want for precise control over the cooking environment.

“Our Thermoseal technology delivers enhanced results and peace of mind to home cooks and professional chefs alike. By extending this technology to our Concert and Symphony freestanding cookers, we have strong expectations for further increasing our market share,” she said.

De’Longhi has also witnessed a shift toward a softer aesthetic, such as vintage cookers or colours, and category manager, Jessica Hull, believes this segment of the market is growing.

“Freestanding cookers have traditionally featured a professional,

Daniel Bertuccio – Ilve.

robust, stainless steel design, but this is now changing. We have experienced growth in the category due to ongoing investment and support, including gift with purchase promotions and a strong retailer training program,” she explained.

Eurolinx, parent company of Ilve, De Dietrich and Fhiaba, has seen a positive upturn in its core freestanding cooker range with its most premium cookers gaining more interest. The introduction of its new RAL colour system has enabled the company to offer freestanding appliances in 1,625 different colours across the Quadra, Nostalgie and Majestic series.

“New trends from overseas are now fi nding their way to our shores and the idea of an appliance in a colour other than stainless steel is not so whacky anymore,” marketing manager, Daniel Bertuccio said.

Electrolux has also experienced pleasing growth in the freestanding category thanks to its 90cm range.

The company anticipates the addition of pyrolytic technology to selected Westinghouse 90cm products later in the year to continue growth into 2017.

“The addition of easy-clean features, including pyrolytic technology, brings enormous benefits to consumers,” category manager for food preparation, Mark Kampmann said.

Freestanding upright range cookers have also been performing consistently well over at Andi-Co. Its premium Falcon range continues to evolve with the addition of new colours to existing models.

“Our Falcon Professional+ range has been in high demand. It boasts the heritage feel which our traditional

SMEG VICTORIA COLLECTION

Jo Edwards – Andi Co.

Falcon range cookers are known for in the market, while cosmetically showcasing a more contemporary and sleek fi nish to suit all styles of kitchen décor,” national brand manager, Jo Edwards said.

The introduction of the Mini Richmond has pushed range cooker sales up for Glen Dimplex, which now offers 54cm, 90cm and 110cm range cookers in the Belling collection.

Douglas Yapp – Glen Dimplex.

“We have seen more interest from consumers wanting splashes of colours in their kitchen, especially now that we have a colour offering with the Mini Richmond,” product and procurement manager, Douglas Yapp said.

smeg.com.au

SMA16864-1

AR FREESTANDING

“When it comes to kitchen design, homeowners are moving away from the traditional kitchen triangle of oven, fridge and sink, distributing their appliances in a way that suits their individual needs.”

Kara May – Fisher & Paykel.

Kara May – Fisher & Paykel.

Omega research has shown that consumers who are shopping for a 90cm freestander are often driven by style followed by practical features. This has led the company to release two new 90cm cookers this year.

The new Omega cookers feature oversized black soft touch control knobs, anti-fi ngerprint stainless steel, and Italian design. Our outlook for the freestander market does not show the same growth as built-in cooking; nonetheless, it is an important and high dollar category with a lot of opportunity,” general manager of retail appliances, Craig Handley said.

Home Appliances national retail manager, Mathew Vozzo shared Handley’s outlook for the category, observing a defi nite shift to built-in.

Despite this, the company has seen large capacity ovens, multifunction cooking features and closed door separate grilling, drive sales.

“Sales have been strong in the 54cm category due to our range and assortment of products, and its popularity in the replacement market.

There has also been a clear shift towards dual fuel cookers,” he noted.

Glem Gas has been working hard to increase its cooker sales for 2016 by introducing models that are better specified, better presented and provide better value.

“While we are all about gas, the dual fuel (with electric oven) cooker market is going well for us and we will continue to pursue growth in this segment,” managing director, David Gilmore explained.

“Our next generation of cookers, due for release in late 2017, represent a big change in terms of styling and

David Gilmore – Glem Gas.

specification. The new designs will make the option of selecting a freestanding cooker over a built-in oven more compelling.

Meanwhile, Bestlink International managing director, Henry Chang believes freestanding cooking products have become more popular and more affordable than ever before, as consumers choose aesthetically pleasing and well-featured models to put at the centre of the home.

“We made a significant investment into the Midea kitchen appliance division with the release of a new freestanding cooking range in late 2015,” he said.

When it comes to kitchen design, homeowners are moving away from the traditional kitchen triangle of oven, fridge and sink, distributing their appliances in a way that suits their individual needs, according to Fisher & Paykel marketing manager, Kara May. “We know from our extensive research, that weekday cooking is driven by convenience, while the weekend is all about gourmet food and baking, and in both of these situations oven size is very important,” she said.

Danny Hamilton – Kleenmaid.

Kleenmaid CEO Danny Hamilton believes the freestanding cooker market needs a shake-up in terms of style and innovation.

“The future success in this category for Kleenmaid is not to compete in the pedestrian offering of 90cm stainless steel freestanding cookers. We will invest in new aesthetics and culinary concepts for the cooker to reclaim pride of place in any kitchen,” he explained. AR 38

Appliance Retailer August 2016

FASHIONED FROM THE ORIGINAL RECIPE

GAS COOKTOP + ELECTRIC OVENS & GRILL • ALSO AVAILABLE IN GLOSS BLACK ENAMEL FINISH

THE VICTORIA COOKER • A MODERN VINTAGE WITH SMEG THERMOSEAL TECHNOLOGY

SMA16863-1

smeg.com.au

AR FREESTANDING

RANGES

Style, performance and reliability infuse the category Smeg Victoria TRA411OP.

BY KYMBERLY MARTIN

S

meg’s position as the leading supplier of freestanding cookers in the Australian market is owed in great part to its record for pushing the boundaries in terms of style and technology, said Tamara Buchanan.

Smeg’s stellar lineup in the category comprises more than 20 models across four widths - 60cm, 70cm, 90cm and 110cm. This prominent place in the market looks to be further strengthened by recent additions to the Victoria freestanding models in a choice of black or panna enamel. While inspiration for the aesthetics of the Victoria cookers came from the 1950s, the technology is very much 21st Century, Buchanan said. “Thermoseal oven technology, the Vapour Clean oven cleaning function and Ever Clean enamel are just some of the key features of this multi-function, multi-tasking heritage icon.”

40

Appliance Retailer August 2016

De’Longhi recently launched a range of Italian freestanding cooking appliances, targeted at the more “discerning” consumer. The Vintage 90cm collection brings a touch of classic contemporary styling to any kitchen, and is available in three colours, glossy black, ivory and race red. “Without

“While inspiration for the aesthetics of the Victoria cookers came from the 1950s the technology is very much 21st Century” Tamara Buchanan – Smeg.

Westinghouse Dual Fuel WFEP915SB.

De’Longhi Vintage DEFV908. compromising on cooking performance or premium features, this range is competitively priced at $4,299 for the consumer who wants Italian quality and style in their home,” Jessica Hull noted. The new models feature eight cooking functions, including a rotisserie, as well as telescopic shelving and catalytic liners for ease of use and cleaning. Adding to the precise cooking performance is a powerful dual burner with independent controls.

Reporting an upturn for freestanding cooker sales is Ilve, with dividends from new initiatives that have

changed the direction the company takes to the market now being realised, Daniel Bertuccio said. “We have fi rmly re-established our brand as a true bespoke cooker manufacturer.”

Bertuccio added that a new collection from EuroCucina 2016 in Milan will be arriving here soon with one of the models boasting a new style teppanyaki

Ilve Quadra.

plate which will be an exclusive feature on the 150cm cookers.

“We will also be upgrading our cookers in fi rst quarter 2017 with a raft of features that include a larger cavity, new thermostat and a new soft-close hinging system,” he added. Ilve also announced that its freestanding ovens including the Quadra and Majestic series are now available in custom-built choice of 1625 RAL colours.

Two new Bosch Series6 cookers will arrive on the local market in September the induction/pyrolytic cooker HCA858450A and the gas/catalytic cooker HSB738357A. Bosch offers a choice of cavity sizes, from 67L to 112L within its current range.

Features include a greater distance between the shelves to optimise heat circulation, and all models come with an electronic clock and timer. Gas cooktops have fl ame failure on each burner and removable cast-iron pan support for durable performance while

Bosch Series 6 HSB738357A. induction cooktops have electronic touch-controls, and a durable glass cooktop surface.

Omega released two new 90cm freestanding cookers in 2016. The Italian manufactured cookers in antifi ngerprint stainless steel features large black soft touch control knobs, a generous 135L cavity together with an oversized gas cooktop working surface with a left wok position.

AR FREESTANDING Kleenmaid Grandè Cucina OGC1512.

Andi-Co has just released the Nexus range cooker that incorporates the traditional functionality of the Falcon cooker range, with a contemporary design in 90cm and 110cm, dual fuel and induction ovens. New features include a bread proving drawer which is a unique feature to the cooker market. Another distinctive feature is the rotary controls, made from durable diamond turned aluminium with a rubberised fi nish to enhance grip.

Another manufacturer talking up sales for the freestanding category is Electrolux with its 90cm Westinghouse range, which is showing strong growth.

“We have incorporated the modern styling of the successful Westinghouse inbuilt range of cooking products into our new range of Westinghouse 90cm uprights,” Mark Kampmann said.

Kleenmaid has gone to market with the Grandè Cucina collection.

The largest model, the OGC1512, is 1.5 metres wide and features six burners, including two wok burners, a double induction plate and a teppanyaki skillet.

It has twin ovens and is fi nished with a 1.5 metre utensil drawer.

Research from Fisher & Paykel around weekday and weekend cooking has driven the company to build a high performing freestanding cooking range,

“With up to four ovens in one cooker you have more space, choice and flexibility in cooking.”

Douglas Yapp – Glen Dimplex.

Glem Gas IT965GGEI2.

Fisher & Paykel OR90SDBSIPX1.

42

Appliance Retailer August 2016

that Kara May described as the domestic version of the professional chef’s cooker.

“Not only do these models look like they have come from a restaurant kitchen, but deliver a similarly high performance.”

The newly designed cookers from Glem Gas due for release in late 2017 will make the option of selecting a freestanding cooker over a built-in more compelling. “I think it will be a case of bigger is better,” said David Gilmore.”Our distribution policy has allowed the ASPs for Glem and Emila cookers to stabilise and floor margins to remain solid. It is has become more difficult for suppliers to simply pluck a cooker from a trade show, glue a badge on it and sell it in Australia. The relatively low unit sales make the category less attractive to low cost producers and as a result there is less on offer.”

Glen Dimplex is talking up multicavity cooking for its Richmond range.

The 90cm model has up to 188 litres of total cooking capacity and the 110cm has 216 litres. “With up to four ovens in one cooker you have more space, choice and flexibility in cooking,” according to Douglas Yapp. The range is available in four colours and two fuel types as well as a 54cm mini model.

Euromaid has given a commercial look to its 90cm cooker, the CS9TS, with a square style hob that Mathew Vozzo said “is for consumers after an industrial cooker with the convenience of ceramic cooking”.

A range of new freestanding cookers were introduced by Midea in late 2015.

The range comprises a dual fuel 121L model with twin oven fans and a triple glazed oven door and Sabaf burner with flame failure. A full electric freestanding cooker is also available with Ceran or induction cooktop options. AR

Refrigerators WX743 Multi Drawer

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Available in Diamond White & Dark Mahogany

For more information on the WX Series please scan the QR Code.

For more information on our products Phone:1300 280 625

please visit www.mitsubishielectric.com.au

AR FREESTANDING

De’Longhi Vintage DEFV908    

Telescopic shelving Powerful dual gas burners Eight cooking functions including rotisserie Available in glossy black, ivory and race red

RRP: $4,299

De’Longhi: 1800 126 659 Designed to be a statement piece with classic, but contemporary styling, these cookers are competitively priced for the consumer after Italian quality in their home.

Smeg Victoria TRA411OP  Two, 70 litre capacity ovens with six functions  Thermoseal oven technology  Separate electric grill  Teppanyaki plate

RRP:

Smeg brings a unique profile with modern touches to the kitchen with the Victoria cooker with its 1950s aesthetics that gives a country style or ultra-chic look to any kitchen.

$8,690

Smeg: 02 8667 4888

PRODUCT GALLERY

Westinghouse Dual Fuel WFEP915SB  11 oven multi functions  Pyrolytic cleaning  Fully programmable touch control timer  Twin lights/kick plate/ storage compartment

RRP: $4,199

Electrolux Home Products: 1300 363 640

44

Appliance Retailer August 2016

A large, 125 litre gross capacity freestanding oven coupled with the addition of pyrolytic cleaning has been designed to be accessible to the mainstream market.

For the consumer looking for a freestanding option that is well suited to both traditional as well as any style of kitchen, this cooker is available in four colours and three sizes.

Belling Richmond BR900DRFE  Multi cavity cooking – grill/convection/ multi-function  188 litre and 216 litre capacity  Telescopic rails  Gas or induction hob, electric ovens

RRP: $7,999

Glen Dimplex: 1300 556 816

PRODUCT GALLERY

BY KYMBERLY MARTIN

Falcon Nexus    

Two multi-function oven cavities Five induction cooktop zones Separate grill Bread proving drawer

RRP: $11,899

Andi-Co: 1800 685 899 Home cooks who love bread making will appreciate the bread proving drawer that operates with a simple on/off switch a feature that is claimed to be unique to the cooker market.

Midea Dual Fuel SME5GFROOP48    

121 litre oven capacity with rotisserie Multi-function oven with twin fans Triple glazed oven door Sabaf burner with flame failure

This Midea cooker is an affordable choice that embodies all the standard features combined with modern technology to suit large families or those cooking for a crowd.

RRP: $2,670

Bestlink: 1800 886 010

www.applianceretailer.com.au

45

AR FREESTANDING

FROM THE FLOOR

Murray Oakley Discount Electrical, Darwin, managing director, Don Taylor

BY KYMBERLY MARTIN

46

Appliance Retailer August 2016

display” featuring all key Pro Series models. There is also a comprehensive AEG display in the cooking section.

“Asko and AEG currently have promotions running where the consumer can save 5% to 20% off depending on which brand they buy and how much they spend. These outstanding offers have attracted discerning customers and had a positive effect on sales,” Taylor said. The store caters to the 35 plus demographic.

He said Westinghouse is his biggest selling cooking appliance brand because “it delivers good, solid reliable appliances that get the job done at a costefficient price”.

Taylor would welcome more action from the renovations and new dwellings front but a lack of available land has put a brake on new housing. A number of unit developments have also been placed on hold because of the current economic climate. “Darwin is oversubscribed with units and there are many development sites in delay mode. There is an oversupply of units for sale and rent here at the moment.” Although he said there are positive signs with the Federal Government developing the North Infrastructure initiative and the proposed $20 billion defence construction spend over the next 20 years.

“Darwin has peaks and troughs and the peaks happen every few years.” As for the next one Taylor was not overly optimistic “hopefully tomorrow but I think it is unlikely”. AR

PROMOTIONS

O

wner of Darwin’s longest established electrical appliance retailer, Don Taylor, said local, as well as national issues, are having an impact on the cooking sector.

“Sales have been challenging so far this year,” Taylor said. “The Northern Territory has been dealt a double whammy with the Federal election in July followed by a Territory election in August. Both tend to put a dampener on consumer confidence.”

However, he is seeing some good trends coming through that are building a strong foundation for the cooking category with significant gains for induction cooking, pyrolytic and steam ovens. Taylor said the cooking show phenomenon has also delivered a huge boost to the kitchen category by putting some creativity and energy into the sector. “Consumers see that even home chefs can cook amazing meals and it’s even more foolproof when using premium cooking appliances. Good food is one of the great pleasures of life so being creative in the cooking department brings family and friends together. Also, the growing interest in nutritional and healthy cooking is contributing to the sales momentum behind steam ovens.”

The retailer was appointed as the fi rst Asko Pro Series Dealer for the Northern Territory earlier this year.

Taylor is very pleased with what he described as “an outstanding in-store

BESTLINK

When consumers purchase one Midea 90cm upright cooker (model 36SME5GFR00P48 or 36RME5RFR00P48), they receive a bonus Midea 90cm canopy (model E90MEW2A09 or E90MEW2V71).

This promotion will be available at participating retailers from August 1 to October 31, 2016.

FALCON

Purchase any new Falcon cooker in conjunction with a Falcon rangehood and receive 5% off the total price.

FEATURE

RANGEHOODS OUTLOOK | TRENDS | RANGES | PRODUCT GALLERY | FROM THE FLOOR | PROMOTIONS OUTLOOK | TRENDS | RANGES | PRODUCT GALLERY | FROM THE FLOOR | PROMOTIONS

Silent, sleek, stunning.

Why ceiling range hoods are one of the hottest growth segments right now.

Discover the most Silent, Efficient and Powerful rangehood.

Silent, efficient, powerful …

www.schweigen.com.au

AR RANGEHOODS

Waiheke Kitchen Project by Mal Corboy featuring Schweigen’s UM4220 ceiling rangehood, Kallan Macleod Photography.

OUTLOOK

AESTHETICS are more important than ever

BY EMILY BENCIC

T

he role of the rangehood has evolved over the years, and today, design and aesthetics have become the most important factors in the purchasing decision. The rangehood is now perceived as a design statement, rather than just an appliance. GfK has recorded a 2% increase in unit terms

and 11% increase in value terms year-on-year for rangehoods.

Meanwhile, Euromonitor data has tracked 4.8% year-on-year growth for the rangehood category.

Schweigen has achieved a 20% yearon-year increase in rangehood sales due to its significant investment in new displays in retailers around Australia

and improved dealer relationships, managing director Anthony Fletcher told Appliance Retailer. Meanwhile, Condari Australia owes its sales growth in the rangehood category to the growing number of high rise apartment dwellers who want odour free kitchens, according to marketing manager, John Keating. AR

Discover the most Silent, Efficient and Powerful rangehood.

TRENDS

Seamless and silent design

BY EMILY BENCIC

T

Anthony Fletcher – Schweigen.

he kitchen island is increasingly becoming the central hub of the home and the ceiling rangehoods from Schweigen free up space and eliminate noise to meet this trend.

“The IsoDrive motor enables the cassette to operate silently, making it the most efficient, silent and powerful extraction system on the market.

Consumers are demanding more from their appliances and expect odours to be removed, not just from the cooking zone, but in adjacent living areas and beyond,” managing director Anthony Fletcher said.

This view was shared by Qasair marketing manager, John Keating, who said consumers want odour free spaces.

“Many hoods installed into apartments are inadequate and have been supplied as specials to fi x into existing situations.

We are now getting requests from developers as occupants want odour free kitchens in their high rise.”

While extraction rate remains an important feature for rangehoods, there has been growing momentum for concealed models. “Concealed rangehoods have taken on new meaning in the kitchen with designers and

consumers preferring the unobtrusive look of an undermount rangehood to let state-of-the-art appliances take centre stage,” Smeg head of brand, Tamara Buchanan explained.

Home Appliances national retail manager, Mathew Vozzo agreed with Buchanan, stating that consumers want to keep kitchen lines clean, and therefore, conceal the rangehood.

“The Home Appliances rangehood portfolio continues to grow as we manufacturer entry, mid and premium offerings for varied configurations.

Integrated stainless steel and white rangehoods are our strongest growing stock keeping unit (SKU),” he said.

Built-in rangehoods, including slide-out and under-mount rangehoods, are experiencing the most growth over at De’Longhi, as consumers integrate their rangehoods into their kitchen. “Our canopy rangehoods are also performing well as consumers display them as a work of art in the kitchen,” category manager, Jessica Hull said.

Rangehoods continue to be a steady performer for Electrolux, and category manager for food preparation, Mark Kampmann expects this to continue into the latter half of the year. “The rangehood complements both the kitchen and its appliances, providing quiet but powerful extraction,” Kampmann noted.

V-Zug sales and marketing director, Mark Tragear also said that sound level has become very important.

“Consumers are seeking rangehoods that not only perform well, but look elegant and are quiet in operation, particularly as open-plan living continues to trend in kitchens.”

The company is currently holding an intensive retailer training program to educate retailers on the exclusive features of the company’s rangehoods.

The rangehood category is also running steady for Eurolinx thanks to strong consumer interest in Ilve concealed hoods, according to marketing manager, Daniel Bertuccio. “More consumers want to see less of their rangehoods, and therefore, we have re-designed and introduced new models which have been extremely successful,” he explained.

Rudi Niemoeller – Miele.

Miele has also seen a consistent trend toward the full integration of cooker hoods into kitchen cabinetry, driven by the increasing popularity of open-plan kitchens. “Miele is catering for this trend with a diverse range of technologically advanced design solutions, including highly effective downdraught and ceiling extraction systems,” category marketing manager for consumer technology, Rudi Niemoeller said.

This trend was also observed by Kleenmaid CEO Danny Hamilton, who believes the installation of an undermount rangehood is the most popular format.

www.schweigen.com.au Model: stainless steel and black glass, ceiling cassette rangehood UM422G-12S.

AR RANGEHOODS “The deciding factors governing a rangehood purchase often get tangled between form and function. However, the benefits that rangehoods provide in air quality, cleanliness and safety are just as important as what it looks like,” he said.

With current kitchen design trends favouring clean lines, Omega product manager, Paul Jurd, also noted that canopy style rangehoods are declining in popularity among consumers.

“This has given way to the popular under-mount style rangehood that fits into the cabinet base above the cooktop and does not have to slide out or intrude into the line of sight,” he said.

Fisher & Paykel also focuses on seamless design, observing that increasing number of homeowners and renovators consider rangehoods as part of the design of a kitchen, rather than as a functional appliance.

“Customers want appliances with consistency in their aesthetic and edges that run seamlessly between different products so the eye isn’t jarred by out-ofline elements,” marketing manager, Kara May explained.

Bosch Home Appliances product manager for cooking, Monica McCormack, agreed with May stating that design and aesthetic are key considerations for consumers when purchasing a rangehood.

“Despite this, extraction capacity and energy efficiency are the biggest driving forces behind the consumer's decision because rangehoods that offer this are perceived to be superior,” she said.

Demand for more stylish rangehoods that match the cooker in the home, was also noted by Glen Dimplex product and procurement manager, Douglas Yapp.

“We want to cement our position in the rangehood category by introducing a

new range of decorative hoods including coloured models to match the Richmond range cookers,” he said.

Meanwhile, Asko marketing director, James Vogdanos believes that black is making a return into the kitchen. “The new Elements by Asko rangehoods have been designed to make an impression with black glass and black stainless steel,” he said. AR

James Vogdanos – Asko.

RANGES

Ranging in style

Schweigen UM422G-12S Cassette Rangehood.

BY KYMBERLY MARTIN

I

nnovative fi nishes, such as opaque black and white glass are two of the design features coming through from Schweigen. “Black glass will continue to be popular over the next few years and is defi nitely a hot product for Schweigen, and one that we believe Australian consumers are only just discovering,” said Anthony Fletcher.

Billed as the hero product in the Schweigen range is the UM422G-12S cassette rangehood that is installed into the ceiling, and solves noise issues with its silent, efficient and powerful German IsoDrive Motor. The motor is mounted externally, away from the kitchen and 50

Appliance Retailer August 2016

vented directly into the atmosphere making it more energy efficient. The motors are claimed to be the most energy efficient on the market using just 62 watts of power compared to standard motors that use a minimum of 180 watts. Paired with Perimeter Aspiration technology, it results in better removal of smoke, steam and odours from the cooking zone and its surroundings. Models with this feature have a central flap that fl ips down, providing easy access to remove the dishwasher safe fi lters. There are six, 120cm models in the Schweigen cassette range, each with the IsoDrive system.

Rangecraft rangehoods incorporating PlasmaNorm air purification technology has been developed to effectively and permanently

remove the by-products of cooking and originated from the need for clean air in space travel. The stainless steel units do not require ducting and work over all standard electric, gas and induction cooktops from 60cm to 120cm wide.

The plasma technology removes all byproducts of cooking including grease, odours, steam and heat with three phases of air purification. There are 16 models in the Rangecraft hood range.

Bosch will add to its rangehood lineup in September with a 60cm slide-out model. The DFR067E50A is presented as a functional design element for the kitchen in stainless steel with a curved glass screen. Features include energy efficient LEDs for optimal lighting over the cooktop and electronic low-lift push button controls with LED display.

Miele has introduced its fi rst downdraught extractor onto the market, which Rudi Niemoeller believes adds further momentum to the trend towards

Give your kitchen the silent treatment.

Let conversation and food be the focus around your kitchen island benchtop with a Schweigen Silent Rangehood.

The Isodrive® silent system removes the motor from the canopy, placing it outside the home on roof wall or eaves.

The very clever Perimeter Aspiration system targets smoke and steam to the perimeter of each panel, before extracting it intensely through the filter – making it perfect for heavy wok frying and grilling. Six powerful lights ensure the cooking zone is well lit, whilst the filters are easy to remove and dishwasher safe.

Control the speed, timer, and light switch using a simple remote control unit.

Finally, you can enjoy conversations in the kitchen again.

SCH00009

To view the range, visit our web site www.schweigen.com.au For more product information or sales call 1300 881 693.

PA

73L

PERIMETER ASPIRATION

E

ENERGY SILENT EFFICIENT SYSTEM

BA

121L

BALANCED ASPIRATION

FRESH 10YR*

FRESH PA ODOUR PERIMETER REMOVAL ASPIRATION

DUCTING SILENT INCLUDED SYSTEM

3YR

BA

GERMAN MADE REMOTE AUSTRALIAN OWNED CONTROL

BALANCED ASPIRATION

ODOUR MOTOR REMOVAL WARRANTY

GERMAN MADE AUSTRALIAN OWNED

LIMITED WARRANTY

*

LIFETIME*

10YR

*

LIFETIME*

Model: steel and blackFILTER glass, DUCTING FILTER stainlessMOTOR INCLUDED WARRANTY WARRANTY WARRANTY ceiling cassette rangehood UM422G-12S.

3YR

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LIMITED WARRANTY

AR RANGEHOODS fully integrated kitchen appliances.

The Levantar DA6890 is almost fully concealed in its base unit leaving just a narrow glass trim containing the controls. When the unit is switched on, the motor driven canopy rises from the surface of the worktop. It is used in tandem with island cooking installations.

At Electrolux the connectivity of the rangehood has been brought to life in its Hob2Hood selection of rangehoods, which, when paired with H2H capable induction cooktops, allow consumers to cook without the distraction of regulating the rangehood. Lights and the rangehood fan are automatically switched once cooking begins, regulated with the intensity of cooking. “The ease of operation provides hands-free control over the rangehood,” Mark Kampmann said.

Smeg’s latest rangehood, the KDIAM90AX, is one of the most powerful undermounts on the market with the ability to move 1555m 3 /hour in intensive mode and noise levels have been kept to a minimum at 46dBA at the lowest setting. The unit is highly specified with four LED lights, two stainless steel fi lters and optional activated charcoal fi lters. The 90cm unit can be ducted or recirculated to the kitchen.

De’Longhi continues to launch new products with designer aesthetics that match the company’s built-in and freestanding cooking products. “Our latest rangehoods offer a variety of installation options, from island, wall canopy, undermount and slide-out

Rangecraft Rangehood.

52

Appliance Retailer August 2016

Bosch DFR067E50A Slide-Out Rangehood. constructions,” Jessica Hull said. “The designer canopy rangehoods produce up to a powerful 820m 3 /hour extraction rate and can be as quiet as 49 dBA at low speed. At the same time design features such as sliding touch controls and LED lighting add to the appeal of the range.”

This year Ilve will release an induction cooktop-specific rangehood “packed full of intelligent technology,” said Daniel Bertuccio. The new hood will combat the condensation and vapour mist created when cooking on induction hobs with more details to be announced.

Taking on the hero status within the current range is the CU89 concealed hood that comes with a new motor.

Fitting perfectly into the trend to undermount styles is Omega’s new ORU50X rangehood. Key features in the competitively priced model are 677m 3 / hour extraction, twin halogen lighting, a three speed fan and front control panel for easy access. The unit has a washable aluminium fi lter and costs $399 RRP. Fisher & Paykel’s observation of the market indicates that demand is growing for different fi nishes such as the stainless steel option offered with its ventilation products. “All Fisher & Paykel ventilation products are easy to use and feature intuitive controls that respond to the touch of a fi nger,” said Kara May. Glen Dimplex will add to its Richmond range over the coming months with three new coloured rangehoods designed to match the company’s freestanding cookers. The rangehoods have push button controls, 800m3/hour extraction, three fan speeds, a 240W motor and ducted or re-circulated venting.

Willi Bruckbauer from Bora, said consumers are being won over by the advantages of downdraft cooktop extractors that enable maximum design freedom and clear views in kitchens.

Bora Basic is a cooktop and cooktop

extractor compact system, available in three versions. The centrally positioned unit draws vapours and odours away from where they are created, the pot or pan.

Rangehoods are a growing category within the Home Appliances portfolio and the latest entrant is the integrated stainless steel Euromaid IRI9SE1. It has a three speed fan, 1000m 3 /hour extraction, an aluminium grease fi lter and perforated stainless steel fi lter cover plus a 150mm flexible duct piece.

Glem Gas will launch new rangehoods under the Emilia and Glem branding later this year. Targeted at kitchen renovators and new home builders, the new models will sell at higher than average selling prices but carry a strong story on the benefits of the new designs, according to David Gilmore.

The hero model in the V-Zug collection is the DHL8 luxury builtin that delivers excellent cooking vapour capture with its perimeter edge extraction technology. “This model reflects the sustainability, functionality and design standards we set for all our rangehoods,” Mark Tragear said.

Kleenmaid’s new entry into the category is the RHUM60 incorporating AutoSensor technology Danny Hamilton described as “a lifesaver for those who on occasion forget to turn the hood on or off”. AutoSensor detects air movement, heat, condensation and oil fumes and turns on and adjusts air suction level as required.

The fi nal words come from Asko.

“Our new Elements range has been designed to make an impression with black glass and black stainless steel with the brilliant fi nish coming from sustainable materials,” said James Vogdanos. Fitted with durable brushless motors and a fume removal capacity of up to 926m 3 /hour, the hoods came in island and wall mount models. AR

plasmaNorm® plasma air purification technology Rangecraft uses the revolutionary plasmaNorm® plasma air purification technology to effectively and permanently remove the by-products of cooking. Originating from the need for clean air in space travel, the plasmaNorm® technology was developed for the effective elimination of odours in the kitchen.

Distributed in Australia by Condari Pty Ltd T 1300 360 563 www.qasair.com.au www.condari.com.au Head Office Victoria T 03 9482 7088 F 03 9482 7011 Email: sales@qasair.com.au

AR RANGEHOODS

Schweigen Ceiling Cassette Rangehood UM422G-12S Rangecraft Stainless Steel Rangehood The PlasmaNorm filter in the Rangecraft rangehoods are guaranteed to remove odours permanently, by clearing the air of cooking odours, solvents and fine particles with built-in air sterilisation. This powerful plasma technology is now available for use in domestic recirculating rangehoods.  PlasmaNorm air purification system with three stages of extraction  Removes odours permanently  Ideal for apartments that cannot exhaust kitchen odours  Does not require ducting

This silent and stylish rangehood in stainless steel with a black glass panel comes with the highlyefficient and powerful IsoDrive Motor with three motor options, a three year warranty on the canopy and a 10 year warranty on the Silent IsoDrive motor.

   

Four fan speed levels Six Halogen lights Delay timer with auto shut off Remote control

RRP: $4,808

Schweigen Home Appliances: 1300 881 693

PRODUCT GALLERY

RRP: From $4,000

Qasair Australia: 1300 360 563

BY KYMBERLY MARTIN

Bosch 60cm Slideout Rangehood (DFR067E50A)  730m3/h maximum extraction rate  Intensive speed setting with automatic reset for steamy/smoking cooking  EcoSilence BLDC brushless motor  10-minute automatic run on function eliminate residual smoke and odours

RRP: $899 (Available: September)

Bosch Home Appliances: 1300 369 744

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Appliance Retailer August 2016

This sneak peek of the latest Bosch rangehood takes the form of a functional design element. It fits perfectly with the evolution in hood styling where design and aesthetics are key considerations for consumers alongside functionality when purchasing a rangehood.

FROM THE FLOOR

Michael’s Appliance Centre owner, Simon Williams

BY KYMBERLY MARTIN

W

alk into Michael’s Appliance Centre, located in the up-market beachside suburb of Brighton, Victoria and you will fi nd the full squadron of rangehood brands on display. “We have been a specialist, single store retailer here for nearly 40 years,” owner Simon Williams told AR. “When the customer comes into our store enquiring about a rangehood, one of the fi rst questions we always ask is ‘do you ever stop cooking on your cooktop because of the smell and aromas in the kitchen?' And 70 per cent of the time the answer is yes. That is because the rangehood is not operating adequately. If the rangehood is doing the job properly it should not be necessary to stop cooking in those circumstances.”

Business is brisk and sales are above last year. Williams attributes the increases largely to the number of dual occupancy dwellings being built in the surround suburbs with many large houses being replaced with up to four dwellings. Attractive interest rates appear to be keeping both retail clients

Michael’s Appliance Centre owner, Simon Williams

and trades confident enough to approve their projects. A lot of the store’s sales come from architects and interior designers. Promotions don’t figure in the store’s marketing strategy. “Promotions are not a big part of our business our sales come from product performance, quality and name,” he said.

“We are also selling a lot of undercupboard rangehoods as demand for canopies seem to be languishing. The undercupboard rangehood appeals to

customers as they have an un-interrupted joinery line which also helps minimise maintenance for the hood.

Each individual brand has a ‘hero’ product in undercover rangehoods that sell well including Ilve, Bosch, Smeg, Neff and Gaggenau.”

The top-selling brand is Qasair because “it is very quiet and the air movement caters for all varieties of cuisine. Interestingly being Australian owned and made seems to appeal to a lot of our customers, although European models are popular too. Schweigen also sells well at the premium end and having the remote motor is a strong selling feature especially for homes with open plan living.”

When it comes to selling rangehoods Williams was clear “rangehoods, like dishwashers, have to be quiet. People don’t want the noise, especially if they live in an apartment or in a house where there is open plan living and they cannot turn the rangehood on when the guests are around.” AR

PROMOTIONS

GLEN DIMPLEX

New Belling rangehoods will feature in Harvey Norman catalogues. The rangehoods will also be promoted online via the company’s website, Facebook, Pinterest, and other social media channels.

BY EMILY BENCIC

MIELE

The ongoing kitchen appliance package rebate enables consumers to claim 5% of the total purchase price, as long as the order includes at least three Miele kitchen appliances to the minimum order value of $7,500.

SCHWEIGEN

The Schweigen website has been redesigned and existing features will continue to improve as promotional offers and events are introduced. A series of videos with Schweigen brand ambassador, Mal Corboy are also planned. www.applianceretailer.com.au

55

AR NEW PRODUCTS

Electrolux ERC930SA Rangehood

he ERC930SA incorporates the Hob2Hood technology in a sleek, wall mounted 90cm unit that also features touch on glass controls, dishwasher safe filters and quiet operation. The ease of operation and stylish features complement the design and ambience of the modern kitchen while providing hands-free control over the rangehood.

T

RRP $1,449

Electrolux Home Appliances: 1300 363 640

Panasonic BX Series Refrigerator

vailable in stainless colour or white metal finish, this refrigerator is designed to improve convenience and keep foods fresher. The bottom mount models feature an Australian-first 'Prime Fresh' technology, which softly freezes meat and seafood to minus three degrees Celsius, to extend the life of perishable foods.

A

RRP: From $1,399

Panasonic: 132 600

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Appliance Retailer August 2016

NEW PRODUCTS

Fisher & Paykel Touch&Slide Induction Cooktop

hese cooktops are available in five different models offering a choice in not just size, but the number of cooking zones. While the 90cm has five cook zones and the 75cm has four cook zones, there are now two 60cm variants in either three or four zones, while the 30cm cooktop offers two zones.

T

RRP: From $1,549

Fisher & Paykel: 1300 650 590

AR RETAIL RULES

HOW RANGE DRIVES POINT OF PURCHASE WHAT’S YOUR RETAIL POSITIONING?

Is your retail positioning based on convenience (the basics, readily available), one-stop-shop (large range), price based (whether premium or discount/value), specialism (you do one or two things really well), or service (you understand complex categories and make them easier for your customers)?

Your range should reflect your retail positioning. Most retailers, intentionally or otherwise, will follow a good/better/ best range strategy for their categories based on quality and price. So if you’re positioning yourself as a premium retailer, then you would carry one to two lowerend products in each category, but put the focus on the mid-range through to high-end.

WHAT’S THE ROLE OF EACH CATEGORY?

Some categories are traffic drivers, some are profit, and some are volume. Top selling brands and products will typically be traffic driving and volume driving,

Norrelle Goldring from GfK discusses approaches to the critical role of range and assortment in retail.

but not necessarily profit driving. If you understand the role of each category and subcategory you can cover your range bases against the different roles.

DEPTH, BREADTH OR BOTH?

Depth is going big on range in a particular subcategory to position yourself as a specialist, and therefore as a destination for that subcategory. In the appliance category, you might go deep on ‘fashion’ appliances that have kitchen benchtop real estate such as high end toasters and kettles. In order to determine depth, you need to map the subcategories within each category in order to determine where to go deep.

Breadth is ranging every category and subcategory, but having only a couple of products (normally the top sellers) in each.

If you’re an appliance store, this means having one to two upright vacuum cleaners, one to two barrel vacuum cleaners, and one to two handstick vacuums. Breadth might mean that you can only carry one format or size product per subcategory so it needs to be the size or format that will cover most customer needs.

ABOUT NORRELLE GOLDRING & GFK

BIGGEST BRANDS ARE MUST-HAVES

When we conduct shopper research we see that ‘ranges the brands and products I buy’ is one of the top reasons for retailer and store choice (along with ‘I know it will be in stock’ and other issues, such as location, parking, quick in and out).

Classic category management thinking is that 20% of the SKUs will be 80% of the sales. This means you need to range the top sellers – the brands and SKUs with the biggest market share – in the relevant categories. You can specialise in a certain category and go deep on range in, say, food preparation.

But you’ve got to cover off the top sellers across the board fi rst as these are the main reasons shoppers will come to you.

This comes back to the gross margin return on investment (GMROI) profit principle we discussed which is stock turn times margin – you make more money in the long run (and get more shopper frequency and thus loyalty) from high moving lower margin products than you do from rarely-selling highmargin products. AR

Norrelle Goldring is Shopper Lead APAC at global consumer research and retail datahouse GfK. She has 20 years’ experience in retail research and marketing across manufacturer, retailer and agency roles with companies ranging from Diageo to Coca-Cola to Vodafone Stores. Norrelle helps improve shopping experiences by understanding how and why people buy things. Call Norrelle on 0437 335 686 or email norrelle.goldring@gfk.com.

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Appliance Retailer August 2016

COMPANY INDEX AR COMPANY

PAGE #

READERSHIP GROUPS

Page 21

2nds World ........................................................................................................ 6 AEG ...................................................................................................................18 Andi-Co ............................................................................................... 37, 42, 45 Asko ...................................................................................20, 22, 24, 30, 50, 52 Arisit ................................................................................................................... 8 Bestlink ...................................................................... 13, 26, 30, 31, 38, 42, 45 Bora ..................................................................................................................52 BSH............................................................................. 16, 17, 24, 28, 41, 50, 54 Breville .............................................................................................................18 Cleanstar ....................................................................................................12, 56 Condari....................................................................................48, 49, 50, 53, 54 De’Longhi....................................................... 22, 23, 27, 28, 37, 40, 44, 49, 52 E&S Trading ......................................................................................................10 Electrolux ...........................................12, 19, 20, 24, 29, 37, 42, 44, 49, 52, 56 Eurolinx .........................................IFC, 3, 19, 23, 29, 31, 32, 37, 40, 41, 49, 52 Euromonitor........................................................................................ 22, 36, 48 Fisher & Paykel........................................................... 26, 30, 38, 42, 50, 52, 56 GfK................................................................................................. 22, 36, 48, 58 Glem Gas .................................................................................26, 30, 38, 42, 52 Glen Dimplex ................................................. 20, 26, 30, 37, 42, 45, 50, 52, 55 Godfreys ............................................................................................................. 8 Harvey Norman................................................................................... 12, 14, 15 HKTDC ........................................................................................................10, 57 Home Appliances ...................................................... 23, 29, 30, 38, 42, 49, 52 Kleenmaid ..............................................................................30, 38, 42, 49, 52 Leading Edge ...................................................................................................20 Liebe + Haus ...................................................................................................34 LG ...............................................................................................................11, 19 Michaels Appliance Centre..............................................................................55 Miele .................................................................................24, 30, 31, 49, 50, 55 Mitsubishi Electric ...........................................................................................43 Murray Oakley Discount Electrical ..................................................................46 Myer ................................................................................................................... 8 Nespresso ...................................................................................................... 7, 9 Panasonic ...................................................................................................18, 56 Raleru Limited .................................................................................................20 Schweigen ................................................................. 47, 48, 49, 50, 51, 54, 55 Shriro.................................................................... 24, 30, 32, 33, 38, 41, 50, 52 Smeg ............. OFC, 21, 22, 23, 25, 28, 32, 35, 36, 37, 39, 40, 44, 49, 52, OBC The Good Guys ................................................................................................... 6 V-Zug .......................................................................................26, 30, 31, 49, 52 Winning Group ................................................................................................20

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smeg.com.au

YESTODAY SMEG VICTORIA COLLECTION. THE SOPHISTICATION AND STYLE OF YESTERDAY, TODAY. AVAILABLE IN PANNA (CREAM), BLACK OR WHITE ENAMEL AND STAINLESS STEEL WITH MATCHING COOKTOPS AND RANGEHOODS

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