Appliance Retailer February-March 2019

APPLIANCE

NOW IN ITS 23RD YEAR

RETAILER

THE BUSINESS MAGAZINE FOR THE CONSUMER ELECTRONICS INDUSTRY

/// FEBRUARY / MARCH 2019

HOME CAFÉ

AUSSIE COFFEE CULTURE STILL ON THE RISE

MOTHER’S DAY

TOP GIFTS ON MUM’S WISH LIST

ROOM HEATING

THE IMPORTANCE OF MEETING INDIVIDUAL REQUIREMENTS

AIR PURIFICATION A BETTER UNDERSTANDING OF INDOOR AIR QUALITY

+

FLOORCARE

BATTERY LIFE AND PERFORMANCE REMAIN MAJOR CONSIDERATIONS

E N G I N E E R E D

F O R

E F F I C I E N C Y

The future of our world depends on energy efficiency - and at Hisense we’re leading the way. With innovative design and technology, we’re changing for the better to bring you beautifully designed refrigerators that deliver great energy efficiency.

See how Hisense can change your home engineeredforefficiency.hisense.com.au

Model shown is Silver 453L Bottom Mount Refrigerator. Model number HR6BMFF453S

EDITORʼS NOTE AR Appliance Retailer is published by The Intermedia Group Pty Ltd ABN 940 025 836 82 41 Bridge Road, Glebe NSW 2037 Australia P 02 9660 2113 | F 02 9660 4419 E appliance@intermedia.com.au W www.intermedia.com.au ISSN: 1328-1852

Optimist, pessimist or realist?

Managing Director Simon Grover

2018 was a challenging year for the industry and most aren’t expecting the tide to change for 2019. As an attendee of CES in Las Vegas earlier this year, there is no shortage of product innovation for the months ahead with the likes of 8K TV, 5G mobile connectivity and improvements to the smart home experience.

However, the success of these products is often reliant on the broader economic climate. House prices continue to decline, political uncertainty is knocking down consumer confidence and there is lack of major events or sporting activities on the calendar to help boost sales.

Retailers can no longer sit back and wait for the market to bounce back, nor should they throw their hands up in the air and tell themselves there is nothing they can do. The pace of change in retail will continue to accelerate and if you can’t keep up the pace, the future is looking bleak.

Global technology leader in supply chain and omni-channel commerce, Manhattan Associates recently released a report with retail predictions for 2019. At the top of the list was a holistic customer journey at every touch point, both physical and digital, along with the expansion of omni-channel fulfilment strategies.

The buy anywhere, deliver anywhere expectations of today’s omni-channel shoppers may just make 2019 a make

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 jacq ui@intermedia.com.au Head of Circulation Chris Blacklock Subscriptions Ph 1800 651 422

Average Net Distribution Per Issue: 5,435 AMAA/CAB Yearly Audit Period ending 31st March 2018.

or break year in the history of retail, according to Manhattan Associates managing director, Raghav Sibal.

Bottom line; you must be able to engage with every customer, young and old, anywhere, anytime.

In this issue, we take a look inside the new e&s store in Preston, northern Melbourne, which co-owner Rob Sinclair says doesn’t just meet customer expectations, but exceeds them, and the recent Asia Pacific product conference held by premium coffee machine maker, Jura which showcased new machines, as well as new point-of-sale concepts and advisory service, Jura Live, to enhance the in-store experience.

Another key element of the Jura conference was the ‘selling premium product’ presentation. Confidence is critical to the sale of a luxury item (or any product for that matter), whether it is a coffee machine or a car. With confidence comes optimism.

Do you see the cup as half empty or half full? If you can answer with the latter, it may be the first step in pushing forward while the market is stepping back.

Deputy Editor Emily Bencic

MEET THE APPLIANCE RETAILER TEAM

James Wells

Emily Bencic

www.facebook.com/applianceretailer

Kymberly Martin

Rod Riley

www.linkedin.com/company/appliance-retailer

Alyssa Coundouris twitter.com/Applianceretail

www.applianceretailer.com.au

3

APPLIANCE

20

NOW IN ITS 23RD YEAR

RETAILER

THE BUSINESS MAGAZINE FOR THE CONSUMER ELECTRONICS INDUSTRY

/// FEBRUARY / MARCH 2019

HOME CAFÉ

AUSSIE COFFEE CULTURE STILL ON THE RISE

MOTHER’S DAY

TOP GIFTS ON MUM’S WISH LIST

ROOM HEATING

THE IMPORTANCE OF MEETING INDIVIDUAL REQUIREMENTS

AIR PURIFICATION A BETTER UNDERSTANDING OF INDOOR AIR QUALITY

+

FLOORCARE

BATTERY LIFE AND PERFORMANCE REMAIN MAJOR CONSIDERATIONS

[ON THE COVER]

DESIGNED FOR THE WAY WE LIVE TODAY Electrolux is launching a cordless vacuum cleaner that reinvents the way we vacuum our homes. Hitting stores in March, the groundbreaking Electrolux Pure F9 uses powerful battery technology and innovative design solutions to provide consumers with a product that combines the performance of a traditional vacuum cleaner with the freedom of a cordless vacuum. Features include the FlexiLift mechanism which allows users to shift the position of the main unit to get under furniture and other hard-to-reach places. The suction power adjusts automatically to the surface being vacuumed, whether it is hard floors or carpets, and thanks to its ergonomic design, users can adjust the vacuum height.

The Pure F9 can stand on its own and be placed in an upright position anywhere.

4

Appliance Retailer February / March 2019

44

52

VOLUME 25 / ISSUE #1

34 EDITOR'S NOTE

03

Optimist, pessimist or realist?

Combatting the doom and gloom.

NEWS

06

e&s opens Australia's largest specialist appliance store; Dimplex moves kitchen brands into new showroom

With world-leading brands in premium display fit-outs; Designed for expanding home appliance division.

08

Nespresso opens Sydney flagship store; Miele finds new marketing director

Highlights process from farming to production and recycling; Moves from overseas subsidiary.

12

e&s opens Preston superstore

Co-owner, Rob Sinclair explains how the store was conceived.

IN THIS ISSUE

15

Retail is evolving, not dying

The Retail Insider brings a modern and fresh insight, delving into the appliance industry and presenting insight from both a retail and wholesale perspective.

16

CES 2019 Report

Product innovations hitting retail stores soon.

FEATURES

20

Home Café

Espresso coffee machines continue to experience healthy growth with the rise of Australian coffee culture and the variety of new machines launching to market.

34

Mother’s Day

One of the biggest selling periods for small appliances, shoppers want to buy gifts that are practical, meaningful and affordable, and something that can be enjoyed for an extended period of time.

44

Floorcare

Around 95% of Australian households own at least one standard upright or barrel vacuum cleaner, with barrel/canister models by far the most popular. Nonetheless, stick vacuums have exploded in popularity, doubling their household penetration over the past four years.

52

Room Heating

Heating appliances experienced another year of growth in volume and value terms however, the category is growing at a slower rate. Category performance continues to be dependent on weather conditions and new product launches.

62

Air Purification

Air purifiers have become more of a considered purchase for lifestyle and health reasons rather than being influenced by seasonality. Consumers are looking for advanced technology such as connectivity to receive information from energy efficiency to functionality.

WHAT’S HOT

66

Pick of the crop

Hisense Bottom Mount Refrigerator, Uniden App Cam Solo and more. www.applianceretailer.com.au

5

AR NEWS

e&s opens Australia’s largest specialist appliance store

e&s Preston exterior shot

Premium kitchen, bathroom and laundry retailer, e&s, unveiled the largest singlelevel showroom of its kind in Australia with the official opening of the 3,000 square metre super showroom in Preston.

In addition to showcasing the world's leading brands in premium display fitouts, the store owned by brothers Rob and Mike Sinclair, features a demonstration kitchen with five-metre built in rangehood combined with a bespoke video camera

and AV projection set-up for customer viewing, a cafe for pondering purchasers as well as a lounge area and dedicated wine cellar installation.

Over 50 separate appliance brands have been categorised throughout the store and placed in key zones within a racetrack-like design that provides very wide aisles to facilitate customer traffic flow. The new store features over 20 employees - many of which have not

worked before in an appliance store and was designed by award-winning interior design and architecture firm Mim Design.

The store's location in northern Melbourne was selected as a key growth corridor for the business and it is located adjacent to the Northland Shopping Centre.

Recently-appointed e&s general manager, Sam Zalin, described the store as the best he has seen.

“For me, having seen a number of appliance showrooms over the years, both domestically and abroad, this for me is the best showroom in appliances and in bathroom that I have ever seen. And it is not because we have a stunning demo kitchen and beautiful bathroom area as well as a wine area, but because every detail of this store has been well thought through by a team of professionals and we are lucky to have an outstanding team at E&S who just understand the industry and the customer journey and have developed this entire store around this, so when a customer walks in the flow works and the layout works and it is just beautiful and I enjoy spending time in here every time I visit.”

See page 12-14 for a full review of the launch of the e&s Preston store.

DIMPLEX MOVES KITCHEN BRANDS INTO NEW SHOWROOM Glen Dimplex has moved its kitchen brands into a new home on Ferntree Gully Road, Mt. Waverley, Victoria, in a strategic move designed for its expanding home appliance division.

The showroom, which measures over 1,000 square metres, is home to Belling, Euromaid, Technika, Baumatic, Bellisimo, Morphy Richards and more. It has been designed as a one-stop-shop for customers who are building, renovating, in the process of revamping their home, and clients focused in the commercial channel.

A key highlight of the showroom is the Belling Bistro where clients can learn how to cook on multi door upright range cookers and understand which model will suit their application either in a pre-sale process or after installation has taken place.

Commenting on the move, Glen Dimplex marketing manager, Candice Cooke said, “The Belling Bistro will be a 6

Appliance Retailer February / March 2019

The new Glen Dimplex kitchen showroom in Mt. Waverley, Victoria

focal point at the new complex. Situated in a prime position, at the front of the showroom, the area will be a constant hub of activity with potential customers able to experience the new Belling

Deluxe range of cookers, including the top selling Richmond series.”

The showroom is open Monday to Friday from 9am to 5pm and Saturday 10am to 2pm.

LEADING EDGE GROUP WELCOMES HEAD OF CATEGORY Charlie Davey recently joined Leading Edge Group (LEG) as head of category.

He replaces group general manager, Lee Scott, who has left LEG after 14 years.

Davey brings over 27 years of experience to the role working in category management, merchandise, sales and supply chain in retail, digital and wholesale environments across Australia and the United Kingdom.

He was most recently a consultant for online office supplies business, Winc ANZ, after his two year stint as general manager at Camera House.

In his new role, he will work closely with LEG category manager for appliances, Margaret Terry, to develop and execute the appliances strategy.

Commenting on his appointment, Davey said, “It is a real pleasure to be

Hisense explains strength of Gorenje acquisition

Leading Edge Group head of category, Charlie Davey

joining LEG. I was fortunate enough to join the team in a week of planning, and the collaboration and talent within the team makes me very confident we can achieve great things.”

Leading Edge Group CEO, Struan Abernethy said, “We are thrilled to have Charlie on board. In addition to his fantastic experience, Charlie brings his positive and can-do attitude to LEG, and will be a great fit in helping guide LEG through this exciting period of growth.”

Vax appoints category marketing manager TTi Brands has welcomed Craig Knighton to its Vax floorcare business in the newly created role of category marketing manager. The role was created to provide more collaboration between brand marketing, product management and sales that aims to ultimately add further value to the company through greater efficiency.

Vax category marketing manager, Craig Knighton

Knighton previously worked at Canon New Zealand as channel manager, customer and product marketing manager, and group manager. He has also held roles at British American Tobacco New Zealand and Ferrero UK as key account manager and national account manager, respectively.

In his new role, his key responsibilities will include establishing strategies and tactical plans for each product, setting the strategic direction of the brand and marketing communications efforts to ensure the core brand values are followed throughout the organisation including product development, channel marketing and packaging teams.

Commenting on the new appointment, general manager for floorcare, Jayson Owens said, “Craig has experience in global FMCG businesses in the UK and New Zealand and comes to us with a strong product marketing and sales background and I am sure that our organisation will continue to grow much bigger and stronger with the appointment of Craig in this important role.”

Knighton added, “I see this as a great opportunity to join a growing business that values innovation and product excellence.

The expectations of the organisation are significant so this new role represents a huge professional challenge – one that I am excited to undertake.

“I am part of a progressive and technically astute floorcare and marketing team and believe that we have a roadmap of products and services that will see TTI continue to deliver outstanding results.”

Ahead of CES in Las Vegas, newly appointed Hisense vice president of marketing, Franjo Bobinac (former Gorenje president) explained how the acquisition of Gorenje has strengthened the brand’s market position.

“CES is always an exciting event for us. Not only because we get to present the amazing work our teams have done but also to show where we are going in the years to come,” Bobinac said.

“2018 was a very successful year for us. We reached an important milestone by selling more than 20 million TV sets worldwide, nearly three million in the US alone.

“For the home appliance business, we recently acquired Gorenje, one of Europe’s leading players in the appliance industry, to fully support our growth.

“This acquisition has also led us to strengthen our market presence and we brought in two additional global brands, Gorenje and Asko, that are now joining Hisense, Toshiba and Sharp on the global stage.

“We are now an even stronger global, multi-brand company, covering different segments of the market that has positioned our comprehensive portfolio brands by geography, product range and price point. This means we have a full range of consumer electronics and home appliances under one roof, available from the affordable to the most premium.”

Hisense VP Marketing, Franjo Bobinac

www.applianceretailer.com.au

7

Inside Nespresso’s new Sydney flagship boutique

NESPRESSO OPENS DOORS TO SYDNEY FLAGSHIP STORE Nespresso has opened its new Sydney flagship boutique at 345 George Street.

Designed to provide an immersive, premium and innovative destination for its customers, the boutique highlights the Nespresso journey from farming through to production and recycling.

The boutique also showcases Nespresso’s commitment to sustainability using tabletops made from recycled coffee grounds, wood that has 100% been sourced from Forest Stewardship Certified (FSC) trees, technology to conserve energy and water and a capsule recycling collection point.

Lush greenery spaces embedded with coffee plants and foliage mimic the coffee plantations part of the Nespresso AAA Sustainable Quality Program.

Nespresso Australia and Oceania general manager, Loïc Réthoré said, “As the retail landscape continues to evolve, it’s important that we provide our customers with an innovative bricks-andmortar experience.

“The new Nespresso Sydney flagship boutique is all about a simplified and holistic customer journey that focuses on our sustainable coffee practices and celebrates our unique coffee story.”

Nespresso coffee ambassador, Mitch Monaghan commented, “The new architecture allows us to showcase Nespresso’s ambition to become the highest quality and the most sustainable coffee brand in the world. It’s a choice we have made to allow our customers to get a closer

understanding of the brand and experience the bean-to-cup journey themselves.”

The concept and open format was designed by award winning architecture and interior design practice Universal Design Studio, founded by Edward Barber and Jay Osgerby.

The boutique also takes inspiration from The Rocks area of Sydney; using local stone supplied from Gosford quarries, bronze in the handrails and elements of the flooring.

Upon entering each boutique, coffee specialists introduce guests to the vast range of coffees. At this station, guests can get hands-on with the coffee grounds inside a capsule, discovering the aromas and then finishing with a taste of the final product.

Miele finds new marketing director Miele Italy marketing director, Michele Laghezza will now head the Australian and New Zealand marketing division.

He brings ten years of in-depth brand knowledge, continuing to strategically position the brand to consumers, enhance Miele’s customer experience touchpoints and strengthen brand awareness across this region.

Miele Australia and New Zealand managing director, Sjaak Brouwer said of the new appointment, “We are thrilled to welcome Michele to the Australian and New Zealand division of Miele. We are looking forward to seeing Michele bring his brand knowledge, eagerness to innovate and passion to life in this 8

Appliance Retailer February / March 2019

market, continuing to drive the Miele brand awareness to our consumers.”

Commenting on his appointment, Laghezza said, “I am passionate about the brand and its philosophy, Immer Besser, and am thrilled to be given the opportunity to leverage my knowledge from the European sector to lead the Australian and New Zealand team in continuing to deliver fantastic products and extraordinary experiences to all of our customers.”

During his time at Miele’s Italian headquarters, he was responsible for brand strategy and communications, which included being one of the first to introduce influencer marketing.

Miele Australia and New Zealand marketing director, Michele Laghezza

NEWS AR

HARVEY NORMAN COMMERCIAL NSW/ACT EXPANDS ITS OFFERING Harvey Norman Commercial Division NSW/ACT proprietor, Alan Stephenson has announced the largest diversification project in the group’s history.

With 25 years of experience as a specialist supplier of electrical and plumbing goods to trade and business to business sectors, the group will now expand its offering to include commercial grade whitegoods and cooking appliances for environments such as hotels, bars, restaurants, corporate offices, aged care facilities and child care centres.

“Once again the group is taking proactive steps to expand its one stop shop offering to further cement our position as the best supplier to trade in our industry,” Stephenson said.

The team at Harvey Norman Commercial Taren Point, NSW

“Solar PV, air conditioning, smart home automation and tiles business units have now all gained traction and are continuing to be an instrumental part of Harvey Norman Commercial’s current and future growth plans. The commercial, government and hospitality

business unit has been at the forefront of our industry’s fitout projects.”

As part of the expansion, Harvey Norman Commercial NSW/ACT has welcomed the sales team from Southern Hospitality, which entered liquidation, to discuss employment opportunities.

Winning Group welcomes new Commercial GM Winning Group has welcomed Harry Boileau to the position of Winning Appliances Commercial (East) general manager, following the departure of Brad Street, who has taken on a new position at Shriro, after eight years with the Winning business.

Boileau will be responsible for all Winning Appliances Commercial business on the eastern seaboard, whilst Damian Reeve remains general manager of Winning Appliances Commercial in Western Australia.

CEO John Winning said, “We are delighted to announce Harry Boileau’s appointment. Harry is the epitome of

Winning Appliances Commercial (East) general manager, Harry Boileau

working your way up from the grass roots. After joining the business in 2013 as an installer, Harry worked in the warehouse before joining head office and leading a team of over 50 individuals.

“In Harry’s most recent position as head of customer support, he has been significant in helping the Appliances Online business achieve strong growth in excess of 20%. We are confident that through Harry’s great leadership qualities and determination that he will help continue the solid growth of the Winning Appliances Commercial business.”

Boileau commented, “I am excited and proud to be working with the talented Winning Appliances Commercial team and to continue to work with our valued suppliers on projects within all sectors of the building industry.”

SHARP APPOINTS NEW CE ACCOUNT MANAGER Sharp Australia has welcomed Greg Hendriks to the role of national key account manager CE. He brings over 20 years’ experience in a vendor and retail environment, having previously launched global brands into the Australia, New Zealand, UK and US markets.

With his sales background, Hendriks’ responsibilities will be driving revenue, managing retailers’ accounts and expanding the categories and channels.

“I am thrilled to be part of the Sharp team. The opportunity to work with this trusted global brand and innovative company is very exciting,” he said.

Sharp Australia head of CE, Hans De Jong commented, “We are very excited to welcome Greg to our team at Sharp. With his extensive experience in the retail environment and focus on customer relationships, it will further strengthen our partnership with our retailers.”

Sharp national key account manager CE, Greg Hendriks

www.applianceretailer.com.au

9

AR NEWS

The new Jura Premium POS was on show at the product conference

JURA HOSTS INAUGURAL ASIA PACIFIC PRODUCT CONFERENCE

J

ura was host to more than 200 retail partners from Australia and the Asia Pacific at its inaugural product conference in Melbourne. It was the first time Jura invited retail partners from Asia and Oceania, together with Australia.

Attendees included senior representatives from Betta Stores Retail Group, Bing Lee, Camberwell Electrics, David Jones, Electrical Discounters, Harvey Norman, JB Hi-Fi, Myer and Narta head office, as well as Asian retail partners.

The conference provided an opportunity for retailers to experience and operate the brand’s 2019 innovations, including three new coffee machines – the ENA 8, E8 and new Z6 – as well as Cool Control (milk accessory), the Jura Operating Experience (J.O.E.) user interface and premium POS displays. The event concluded with a formal gala evening with live entertainment from an aerial and acrobatic duo and band.

Jura Australia managing director, George Liakatos said the product conference is dedicated to innovations for the future.

“In addition to discovering products at the top of our range and our successful E line segment, there is a completely new compact, automatic coffee machine platform, which will form a new product category. Innovation and high quality are what we strive for – both in terms of our products and our sales.

10

“At Jura we believe in continuous improvement and this year, again, our products take another leap forward in coffee quality, design and ease of use.”

A number of Jura representatives from the company’s Swiss headquarters were in attendance including Evelyn Fink, head of international business – Australia, New Zealand, Africa and North America; Michael Lindberger, head of international business – Asia and Europe; Martin Buerki, area manager – Asia, Peter von Rohr, international service and support manager; Xavier Hardorn, head of marketing services and communication, and Michael Wegmuller, head of marketing services – Europe.

Appliance Retailer February / March 2019

Jura's Michael Lindberger and George Liakatos unveiling the new ENA 8 Signature

“

At Jura we believe in continuous improvement and this year, again, our products take another leap forward in coffee quality, design and ease of use.

”

Entertainment at the Jura gala evening

The Jura Australia team at the opening cocktail event

REGISTER AT reedgiftfairs.com.au Trade Only | Free Entry

In a bold, new approach that captures the world of retail today, Australia’s biggest retail trade exhibition has had an exciting and intuitive makeover. In 2019, explore Reed Gift Fairs by the following six refined product categories and source the way your customers will buy.

HOME | SURPRISE & DELIGHT | KIDS & FAMILY | FASHION | NEW TRAVEL | NEW TECH

Stay connected and offer the best range of modern and smart tech products for your customer in this brand new product category.

THE BEST SOURCE FOR...

WEARABLES

SMART HOME

ACCESSORIES

ICC SYDNEY EXHIBITION CENTRE reedgiftfairs.com.au

AR RETAIL PROFILE

e&s opens Preston superstore

BY JAMES WELLS

T

he opening of the e&s Preston store in early February brought together over 300 guests to experience the 3000 square metre super showroom.

Co-owner of e&s, Rob Sinclair, delivered a passionate speech which explained how the store was conceived.

“This is a very important night for the Sinclair family and the e&s family that make up this incredible business,” he said.

“In the room tonight, we have our supplier and trade partners, builders, cabinet makers, interior designers, architects, insurers and also for the first time – ANZ our bankers who have been with us from our inception representing 57 years of partnership emphasising how this business values the long term nature of relationships.

“Also here tonight is Narta – the incredible buying group organisation we belong to and also helps drive our organisation.”

Sinclair reflected on the impact the Narta conference held in Phuket in 2002 themed Dare to be Different had on him.

“At the time we were selling televisions, fridges, kettles, toasters, cooktops and ovens, we were the same as everyone and they were a lot better than we were. Now here we are – and please challenge me if you can – opening one of the finest showrooms on the planet that combines kitchen, bathroom and laundry. Why do that? The appliance industry is under threat from Amazon or AppliancesOnline driving the opportunity to click and buy.

1

2

3 12

4 Appliance Retailer February / March 2019

5 9

6 10 1. e&s Preston exterior shot 2. Sub-Zero Wolf store display 3. L-R: David Debs (Smeg), Sam Zalin (e&s) and Jim Kalotheos (Smeg)

7

4. Smeg store display 5. Electrolux store display 6. Gerard Gill (Blanco) at the sinks display

11

7. L-R: Tristan Peters (Eurolinx), Rob Sinclair (e&s), Rachael O'Brien and Jamey Colbert (Eurolinx) 8. L-R: Sjaak Brouwer (Miele) with wife Anja and Chris Kotis (Miele) 9. ILVE store display 10. Miele store display 11. Darren Spencer (Narta) and Ben Normoyle (Fisher & Paykel)

8

12. Sam Zalin (e&s), Nic Naes (V-Zug) and Rob Sinclair (e&s)

12 www.applianceretailer.com.au

13

AR RETAIL PROFILE

13

15 13. Robert Warner (BSH) being welcomed to the store opening 14. Bosch store display 15. AEG store display 16. Mike Sinclair (e&s) and Michael Jackson (Narta) 17. Sam Zalin (e&s), Owen Holbourn, Crt Prasnikar, Marta Nelson, Rob Butchatsky and Phil Cormie (Asko)

16

14 “We have done it because you want to stimulate people – you do it because the product that we sell are some of the best you can buy and the only way you can demonstrate that they do things is by having a showroom where people can have the touch and feel and engage. You don’t get to sell 14 products in a kitchen package online if you can’t help the consumer choose.

“When I first started on the floor we sold an oven, a cooktop, a rangehood, a dishwasher with a sink and a tap. Today we sell a combi steamer, a combi microwave, two ovens, two warming drawers, and we might put a sous vide over there with another warming drawer, so we have eight products in the wall, and we haven’t even left the wall yet. You can’t sell that unless you create dreams for people in an environment like this, so how do you get here? You have to have a whole lot of suppliers that believe in us and who didn’t just believe in the dream, we have supplier partners that have decided on the back of this store, to listen and to engage in a brand experience. I am so proud of what all of the suppliers partners have done in this store – to take this industry to another level.” AR 14

Appliance Retailer February / March 2019

17

18

18. Mark Meldrum (e&s) and Ken Anderson (Fisher & Paykel)

ADVERTORIAL AR

RETAIL IS Evolving not dying THE RETAIL INSIDER

Don’t listen to the doomsayers: retail isn’t dying. It’s not even sick. It’s just changing. Evolving.

I

recently read an article outlining the ‘surprisingly bright future of retail’.

It was an American perspective, but as we know, Australia follows trends from the US, so it was pleasing to read such a positive analysis.

Uncertainty about the future of ‘bricks and mortar’ retail in Australia remains rife, mainly due to e-commerce and changing consumer habits.

Within Australian retail, you can compare bricks & mortar sales and e-commerce data, and find cracks in the narrative that the future is bright.

But more important is the overarching fact that people are still buying and selling things, and will continue to do so.

Undeniably, the model of reciprocally beneficial transactions will continue for generations to come.

Whether online or in person, retail is one ecosystem and retailers shouldn’t care if a sale is made in-store or on a mobile device, as long as they’re buying from them: people are price-checking items online while in the store anyway, so all retailers need worry about is that people are buying from them.

Retailers who won’t accept this ongoing evolution to total commerce, and aren't remodeling and investing in new models are asking for trouble and must change their obstinate mindset. Here's some ideas to ensure they’re evolving as required to secure their future:

INVEST IN SYSTEMS

Business owners must ask themselves whether they’re willing to change and

make the investment required to make it happen. In the short term this could be painful. Healthy parts of the business may need to starve a little bit, while emerging sections get fed like a hungry beast. Shortterm pain for long-term gain is the price of remaining relevant and modern.

With over 30 years’ experience in the electrical appliances industry, in both retail and wholesale, the Retail Insider brings an insider’s perspective of the goings-on in the ever-changing appliance sector.

Currently working for a major leading appliance retailer, the Retail Insider brings a modern and fresh insight from both a retail and wholesale perspective.

MAINTAIN MORALE

It’s imperative to ensure employees understand the effects during transition to 'anytime-anywhere' commerce, so the narrative must remain positive as people focus on future goals. The message is clear: this is how consumers are shopping and we must be there in whatever way we’re needed, to meet their needs.

FIND THE RIGHT PEOPLE

It’s important for retailers to find and retain talented staff. Any industry going through technology disruption

needs talent that understand trends, are adaptable to change and embrace the evolution. The “that’s how we’ve always done it” mentality won’t cut it; staff must buy into the 'new normal'.

MEASURE THE PROGRESS

Making changes and shifting mindsets is a balancing act, and it’s important to measure the impact of the changes on the core business. Change can be perplexing and measuring progress will provide the indicators that signal progress and keep everybody focused on the transformation.

SECURE YOUR FUTURE

Success in the evolving retail environment is not just about this week or the next month, as important as it is to manage the business well, day to day.

It’s about a sustainable future, for next year and years to come. Retailers need to think about getting lifetime value out of their customers, not short-term value.

Managing this transitional phase in consumer habits is a juggling act: balancing skill and technology requirements to address the new reality, versus the short-term practical needs of the business. The transition must be built into all organisational disciplines and strategies to ensure you stay the course.

Whilst prophecies of doom are misguided, and the future of retail is assured, if a business doesn't balance their short and long-term needs, or have a ‘survive and thrive’ mindset driven by their customer's wants and expectations, they risk ending up on the scrap heap. ■ www.applianceretailer.com.au

15

AR CES REPORT

CES 2019 Report

The Consumer Electronics Show (CES) in Las Vegas is renowned for providing an interesting insight into the future of tech and appliance industries. Emily Bencic has shared her pick of the crop from the show floor.

SAMSUNG

The Hisense booth at CES

HISENSE

The Hisense booth was centred on the brand’s audio visual offering for 2019 with key highlights including its 100-inch 4K Ultra HD Laser TV, its Smart TV range, incorporating the new Series 7 and Series 8 ULED TV, Series 9 Premium ULED TV and Series G Android TV, as well as two new soundbars.

The Hisense Series L 100-inch 4K Ultra HD Smart Dual Colour Laser TV displays over 8 million pixels and features a proprietary X-Fusion Laser Light Engine that combines two independent lasers to accurately display an expanded colour gamut and sharper, more precise images. With table top setup, the console can project the image from a distance of only 19 centimetres from the wall. It supports HDR10 and features 14 built-in speakers with dbx-tv technology and wireless subwoofer powered by JBL. Dolby Vision HDR and Dolby Atmos have been introduced across the Hisense ULED TV range, as well as Hi-View Engine Pro technology in the flagship Series 9. Artificial Intelligence (AI) takes centre-stage with new VIDAA U3.0 AI, including full integration of Amazon Alexa and Google Home Assistant compatibility. The Series 6 UHD 4K TV range will be expanded with new 75-inch and 80-inch models.

Hisense also announced its first foray into the soundbar category for the Australian market with two soundbars. The Hisense 5.1.2 channel Dolby Atmos soundbar utilises 11 built-in speakers with four upward-firing drivers to ensure multidimensional sound. The wireless 8-inch subwoofer enables full impact deep bass. The entry level 2.1 channel soundbar with wireless subwoofer features Dolby Digital and DTS technology.

With the 6.5-inch subwoofer, the 40 Hz – 20 kHz frequency response provides a crisper, cleaner and clearer sound experience.

16

Appliance Retailer February / March 2019

Over at the Samsung booth, the focus was on lifestyle environments to demonstrate how connectivity can make life easier and more seamless for its customers.

A key highlight was the QLED 8K TV, initially unveiled at IFA Berlin in September, with confirmation of a 2019 launch. At CES, a 98-inch model – its largest yet – was on show, which is joined by 65-, 75-, 82-, and 85-inch models. Embedded with the Quantum Processor 8K chip, Samsung’s proprietary AI-based technology can recognise and upscale any content, regardless of native resolution, to near 8K quality.

Other 2019 Samsung Smart TVs will offer an improved AI algorithm that leverages subscription services, favourite content and TV viewing habits. Users can find and control content using Bixby and the AI Remote, as well as through Amazon Echo and Google Home. Samsung also announced it will offer iTunes movies and TV shows and Apple AirPlay 2 support on 2019 TV models. Support on 2018 Samsung Smart TVs will be made available via a firmware update.

After unveiling the 146-inch The Wall TV in 2018, Samsung showcased the Micro LED display in a 75-inch model. Samsung claims that the smaller form factor was made possible by technical advancements that narrow the gap between the microscopic LED chip.

The Micro LED display is made up of individual modules of self-emissive Micro LEDs, featuring millions of inorganic red, green and blue microscopic LED chips that emit their own light to produce colours on screen. Micro LED technology offers flexibility in screen size to fit various rooms and spaces. In the future, the modular functionality will allow users to create displays at irregular screen sizes.

The Samsung QLED 8K TV was presented at the company's press conference

LG

LG's Signature OLED TV is the world's first rollable display

“

LG's HomeBrew beer making machine

The world-first rollable TV was the talk of the town in the LG booth with three different viewing options. Full View delivers the full 65-inch viewing experience with AI picture and sound quality powered by LG’s second generation α (Alpha) 9 intelligent processor and deep learning algorithm. Line View allows the OLED TV to be partially unrolled to manage the Clock, Frame, Mood, Music and Home Dashboard. Invoke Clock mode to check the time and weather at a glance or Frame mode for family photos shared from a smartphone or Mood mode to create a relaxing atmosphere. When in Zero View, the entire OLED TV is hidden from view in the base. However, users can still play music and other audio content from the 4.2-channel, 100 watt front-firing Dolby Atmos audio system.

Another show-stopper was the LG HomeBrew capsule-based craft beer making machine that automates the fermentation, carbonation, ageing, serving and cleaning process at the touch of a button. With an accompanying app, users can check the status anytime, anywhere. Winner of a 2019 CES Innovation Award, HomeBrew can produce up to five litres of beer in about two weeks, depending on its type. No word as to whether we will see the HomeBrew in Australia.

The Ecovacs Deebot AIVI introduces object/environment recognition, in addition to spatial recognition.

ECOVACS

”

There was also a world-first at the Ecovacs booth – the Atmobot mobile air purifier. With a laser distance sensor and ultra-sonic sensors, it creates a virtual map of its surroundings and detects obstacles in the area. It will scan and section out the home to automatically select a purification spot in each area, start purifying and move to the next spot when air quality reaches adequate levels. This is indicated by a light that changes from red to yellow to green and then to blue to indicate the air has been purified. With four layers of HEPA filter and three levels of fan power, the Atmobot can be controlled via its accompanying remote or paired with the Ecovacs app for full control.

Ecovacs is also strengthening its robotic vacuum cleaner line-up with the new Deebot AIVI (Artificial Intelligence and Visual Interpretation) technology. In comparison to its predecessor, the Deebot AIVI introduces object/environment recognition, in addition to spatial recognition. This means the robot recognises selected household obstacles such as cables, shoes and socks. Easily adapted to home environments, the Deebot AIVI will optimise its navigation route to plan and fulfil cleaning tasks in the most intelligent and efficient way.

The Ecovacs Atmobot mobile air purifier

The Ecovacs Deebot AIVI robotic vacuum cleaner

www.applianceretailer.com.au

17

AR CES REPORT

“

The Alcatel 1X has an all-new organic, scratch and slip resistant finish with a 5.5-inch FullView display, real-time bokeh and new capture modes.

�

The TCL booth at CES incorporated Alcatel and Blackberry mobile products

ALCATEL

The new Alcatel 1X smartphone

Alcatel used CES to announce its 2019 line-up of 1-Series smartphones, including the Alcatel 1X and Alcatel 1C, both featuring the TCL-developed FullView display.

The Alcatel 1X has an all-new organic, scratch and slip resistant finish with a 5.5-inch FullView display, real-time bokeh and new capture modes for portrait style photos. The secondary depth-sensing lens allows users to refocus photos and blur the remainder of the picture. A black and blue variant was on the booth. In comparison to its predecessor, the display has been improved to 720p, the battery is larger and it is powered by Android 8.1 Oreo. There is also one-handed mode for the camera that allows users to swipe the buttons from right to left, ideal for taking selfies. The 5-inch FullView display on the Alcatel 1C comes with a non-slip, textured finish, photo capture options such as beautification mode and instant collage. Powered by Android Oreo (Go edition), the handset is optimised for mobile connectivity.

The Belkin booth at CES 18

Appliance Retailer February / March 2019

Belkin's new Boost Charge series of cables

BELKIN

Belkin has entered the audio market with new earphones.

The new RockStar headphones with lightning connector are sweat and water resistant with silicon ear tips for an enhanced fit and seal for noise isolation. They will be available in black and white and a USB-C version is expected later in 2019.

Belkin also continues to strengthen its cable offering with new Boost Charge series of cables including USB-A to lightning, USB-A to USB-C and USB-C to lightning. The range will be available in a new speckled design in black and white in 4ft, 6ft and 10ft lengths. The new Belkin Boost Charge USB-C car charger and cable, as well as the USB-C home charger and cable, feature QuickCharge 4+ technology, which provides users with up to 50% charge in 15 minutes.

The Belkin Boost Charge power bank USB-C 20K with USB-C cable supports most USB-C devices including Apple Macbook and Nintendo Switch. With Power Delivery 2.0 30 watts, the 11-inch iPad Pro and 12.9-inch iPad Pro (3rd generation), fast charging can be enabled. AR

FEATURE

Home Café VE RTUO. YO U R C OM P L E T E R A N G E OF COFFEE STYLES

AR HOME CAFÉ

Variety and simplicity drive continued

GROWTH

I

n 2018, coffee machines continued to enjoy healthy growth of 5% in volume terms, according to Euromonitor data. This was driven by the espresso coffee machines category, with continuing growth of coffee culture in Australia and new machines launching into the market.

“Australians continued to seek for variety when making coffee at home. While categories such as filter coffee machines continued to see year-onyear volume declines, pod coffee machines experienced moderate volume growth in the review period as convenience, expansion in variety of pod flavours and simplicity continued to drive the category,” research analyst, Jorge Rosas said.

BY EMILY BENCIC

THE CLASSIC ESPRESSO EXPERIENCE

“

While we continue to see retailers investing in their in-store experience which is great, this should be matched with investment for their online platforms.

NESPRESSO

”

Nicole Parker Nespresso B2C Commercial Manager Australians value quality coffee and convenience which explains the popularity of portioned coffee systems, Nespresso’s Nicole Parker said.

“Within the Nespresso range we continue to experience pleasing sales results due to the diverse features offered by the variety of coffee machines, each targeting a unique consumer sector,” she said.

“For example, our Vertuo range is designed for consumers who enjoy both short and longer style coffee beverages; our Essenza Mini range for a simple and easy to use coffee machine at an affordable price; our Lattissima range provides a high quality, one touch coffee and milk solution, and our Creatista range is for those who enjoy the barista-like experience of latte art.”

Nespresso VertuoPlus

Another observation within the coffee category was the popularity of the Black Friday and Cyber Monday long weekend sales period. “Retailers provided strong market offers to entice consumers to start their Christmas shopping early.”

RRP: $299

NESPRESSO PROMOTION

Consumers will receive a special gift of 100 Nespresso capsules upon the purchase of select Nespresso Vertuo and Original machines from 1 April until 2 June, 2019. An extensive marketing campaign, including TV, mall media, digital and social media, together with a national sampling campaign, will also run.

Users can choose from 24 coffees and five serving sizes – alto (414ml), mug (230ml), gran lungo (150ml) and espresso (40ml) and double espresso (80ml).

Parker then went on to highlight three key trends in the coffee category – “high quality coffee, consumer choice and personalisation”. However, there is work to do at a store level with retailers investing in their in-store experience, but online platforms are being left behind.

“As more consumers move towards product search and purchases online in this category, simpler product searches, clearer product benefits and improved delivery options become competitive advantages,” she said.

The hero coffee machine from Nespresso is the VertuoPlus. The machine features a Centrifusion™ extraction system to gently and precisely brew coffee. Barcode reading technology reads cup size, temperature, rotational speed, flow rate and time the water is in contact with the coffee for precise extraction. AR

YOUR COMPLE TE RANGE OF COFFEE ST YLES

AR HOME CAFÉ

DE’LONGHI

Allison Cupillari Category Manager – Coffee The coffee landscape is changing, according to De’Longhi’s Allison Cupillari, as consumers no longer need to venture outside their home and into cafés to taste and experience great coffee.

“Product innovation has enabled consumers to curate their perfect home café experience using the desired type of beans, milk, temperature and recipe,” she said.

When it comes to trends, greater expectation for personalisation is high on the list when it comes to local roast coffee beans or alternative milks.

“De’Longhi has developed features to amplify personal coffee experiences including the ability to choose preferred fresh roasted beans, setting the grind and length of pour that can be saved to a personal profile on the machine or via the app,” she said.

However, due to the rapid growth of the category, confusion among customers in the purchase decision is a challenge. “As the only brand to develop a portfolio across every coffee segment, De’Longhi has a machine to suit all needs, whether it’s a one-touch fully automatic machine

De’Longhi La Specialista

With this machine, water will be heated to the optimum temperature with the dedicated thermoblock and milk will be textured perfectly to suit the desired beverage.

RRP: $949

“

The De’Longhi La Specialista coffee machine has sensor grinding technology to consistently deliver the optimal coffee dose according to the type of coffee.

”

that produces barista quality coffee, self-made machine to master the craft of making coffee, or capsule machine for convenience without compromising on taste,” she said.

Experimentation and curating personal coffee moments will be an area to watch. With this in mind, De’Longhi has crafted a machine which allows for manual interaction for a seamless café experience in the comfort of their home we have crafted a machine which allows for manual interaction.

The new De’Longhi La Specialista coffee machine has sensor grinding technology to consistently deliver the optimal coffee dose according to the type of coffee. The smart tampering station enables consistent and even pressure for a wellbalanced espresso extraction. AR

DE'LONGHI PROMOTION

The Elite Experience white glove service remains available on PrimaDonna fully automatic coffee machine purchases. With the La Specialista pump coffee machine, consumers will receive a barista gift pack with coffee beans, knock-out box, and cappuccino and espresso glasses.

22

Appliance Retailer February / March 2019

SPECIAL GIFT

100 PRESELECTED

COFFEE CAPSULES WHEN YOU PURCHASE A SELECTED NESPRESSO COFFEE MACHINE*

MOTH E R ' S DAY P R OMOTI O N 2019 To celebrate Mother’s Day, Nespresso is offering consumers a great value added offer.

Simply purchase a selected Nespresso coffee machine, and receive 100 preselected coffee capsules as a special gift! Promotion valid between 1st April and 2nd June 2019. *Receive 100 complimentary Nespresso coffee capsules as your first gift when you purchase one of the following Nespresso coffee machines: CitiZ, CitiZ&milk, Creatista Plus, Creatista Uno, Essenza Mini, Essenza Mini & Aeroccino3, Inissia, Lattissima One, Lattissima Plus, Lattissima Pro, Lattissima Touch, Pixie, Vertuo, VertuoPlus and VertuoPlus & Aeroccino3. Valid between 12:01am AEDT 1/04/19 & 11:59pm AEST 02/06/19. Receive a Vertuo travel mug worth $30 as your second gift when you place a further order for 100 Nespresso capsules or more by 11:59pm AEST 31/08/19. See full terms & submit first claim at www.nespressopromotion.com.au by 11:59pm AEST 2/07/19. The 100 complimentary Nespresso coffee capsules will be made up of a preselected range chosen by Nespresso which cannot be changed/substituted for any other variants. 1 claim per purchase. Maximum 3 claims per Nespresso Club member. Cannot be used with other Nespresso offers.

AR HOME CAFÉ

“

Although instant coffee suffered a 3.7% decline, it remains the most consumed type of coffee. Therefore, there is huge opportunity to trade up these consumers.

NESTLÉ

”

Bryan Win Sales and Partner Manager Nestlé confirmed the growth path of the coffee machine market using internal data encompassing capsule, solo traditional and fully automatic, which showed that the category grew 13% in units YTD November 2018. Specifically, the single serve capsule machine category grew by 7% in units.

“We attribute this growth to our new machine distribution partnership with Breville, new online retail partners and an ongoing investment in promotions and permanent point of sale displays,” Bryan Win said.

Nescafé Dolce Gusto Esperta

This new machine has two extra brewing modes – espresso boost and delicate brew, large 1.4 litre water tank, lift and click drip tray and easy clean capsule holder.

RRP: $139

When it comes to the grocery coffee market, Nielsen data revealed value growth of 1.6% MAT December 2018 driven by single serve capsules.

Although instant coffee suffered a 3.7% decline, it remains the most consumed type of coffee.

“Therefore, there is huge opportunity to trade up these consumers to better quality coffee experiences at home,” he said.

A desire to replicate the café coffee experience at home has not disappeared and according to Win, this means increased demand for higher levels of customisation and personalisation.

“The retail landscape is changing with a wider range of retail formats including e-commerce and discount retailers. Therefore, the purchase journey is no longer linear with multiple touchpoints and paths to purchase – before, during and after visiting the store. Value rather than absolute price will continue to be the key driver in the purchase decision.”

The new Nescafe Dolce Gusto system delivers on sophistication, personalisation and interconnectivity. The Esperta machine is the first of its kind in the capsule coffee machine market. Accompanied by the NDG app, users can customise coffee intensity and temperature, schedule their next cup and utilise the assisted descaling mode. AR

24

Appliance Retailer February / March 2019

“

With the new Z6 launching in 2019, artificial intelligence is finding its way into the operation of our machines.

”

JURA

George Liakatos Managing Director 2018 saw a continuation of strong growth across the category with particular improvement in the premium segment, was the view from Jura’s George Liakatos. “The positive market development was encouraging considering the tough retail environment especially in the lead up to Christmas 2018,” he said.

“Automation continues to lead the market with a preference for products that are easy to use. We have observed that many consumers purchasing our products are second and third generation owners of coffee machines so consumers are upgrading to a more sophisticated appliance that better services their needs.”

Despite the strong desire for premium product, the downward pressure on the housing industry is a challenge with reported declines in house values across the major cities troubling. “We will need to

JURA PROMOTION

Promotional activity will complement coffee consumption with gifts including fresh coffee beans, accessories, care products, crockery and more. The first promotion will commence April 1, 2019.

Jura ENA 8

Available in metro black inspired by city life with vibrant cafés, boutiques and bright neon lights, nordic white to reflect purity and clarity in snow swept mountains and sunset red to depict clay roof tiles and the warm light of the evening sun.

RRP: $1,899

watch the impact on discretionary spending and its effect on the purchase of luxury and premium goods,” he said.

When asked about new technology on the horizon, Liakatos pointed to the new Z6 launching in 2019. “Artificial intelligence (AI) is finding its way into the operation of our machines.

The automatic coffee machine identifies the personal preferences of every household and automatically adapts the start screen on the 3.5inch TFT display,” he explained.

Another hero product in the Jura portfolio is the ENA 8. A key design highlight of the machine is the cylindrical shaped water tank inspired by premium crystal carafes. This is accompanied by a 2.8-inch TFT display and clearly defined operating panels. RFID technology detects whether the new Claris Smart mini (30 litre capacity) or Claris Smart (50 litre capacity) is being used and adapts settings accordingly. The machine measures just 27.1cm in width, 32.3cm in height and 44.5cm in depth to fit comfortably in any kitchen. It also features fine foam technology and Pulse Extraction Process (P.E.P.) with 10 specialties to choose from at the touch of a button. AR www.applianceretailer.com.au

25

Barista quality coffee, the way your customers like it.

De’Longhi’s range of Fully Automatic and Manual Coffee Machines bring barista quality coffee home. Whether your customer prefers a more hands-on experience or something fully automated, De’Longhi has a machine to suit them.

Tailor-made

Self-made

Fully Automatic Machine

Manual Machine

Barista quality coffee with just one touch.

Designed in Italy, crafted by you.

For more information, contact your De’Longhi representative on 1800 126 659 or visit www.delonghicoffeemachines.com.au

De’Longhi Mother’s Day bonus offers.

Bonus An in-home machine set-up and free barista gift pack, when a PrimaDonna Fully Automatic Coffee Machine is purchased.

Bonus barista gift pack*

3 Months worth of coffee beans**

Valued at $155RRP, valid on La Specialista.

Valid on selected Fully Automatic models.

*Terms & conditions apply. To view details, visit promotions.delonghi.com.au | **Based on 2 cups of coffee per day with 10g of coffee per cup.

AR HOME CAFÉ

Smeg ECF01 Coffee Machine

Smeg's retro coffee machine has a userfriendly control panel, anti-drip system and a removeable drip tray with water level indicator.

RRP: $399

“

The Smeg ECF01 coffee machine will be released in two additional colours: pastel green and pastel pink.

”

“With one of the most popular purchases in the Smeg small appliance collection being the ‘breakfast pack’ of kettle and toaster, this latest addition to the range will create even more incentive for a consumer looking to introduce efficiency with style to their kitchen.

SMEG

Arthur Banbas National Manager — Small Appliances

“Smeg’s ECF01 espresso coffee machine collection, in a total of seven colours, has received numerous international design awards, including the Red Dot and Good Design award.”

Smeg’s Arthur Banbas expressed a buoyant category outlook with plans to increase the brand’s reach in the coffee machine market with a bold product line-up for 2019 that he claims will create new benchmarks in terms of style, colour and innovation.

As consumers become in-home baristas, Smeg has added new professional quality coffee accessories to its collection including a 350ml and 600ml frothing jug, tamper/mat set, vacuum canister for air tight storage of coffee and knock-box.

Speaking of colour, brightening up the benchtop continues to be on-trend, he said. “In a move driven by overwhelming consumer demand, the Smeg ECF01 espresso coffee machine will be released in two additional colours – pastel green and pastel pink.

The Smeg ECF01 manual espresso machine remains the hero coffee machine. It features Thermoblock heat system, 15 bar pressure, personalised settings for temperature, cup size and water hardness. Ground coffee or paper pods can be used with this machine. AR

28

Appliance Retailer February / March 2019

“

Design continues to be important when choosing benchtop appliances and we have seen strong uptake of Black Truffle with matte finishes remaining on-trend.

”

Breville Oracle Touch

Now available in Black Truffle, the Oracle Touch features a swipe and select colour touch screen, five coffee menu options, eight custom settings, auto grinding, dosing and tamping, as well as automatic milk texturing.

RRP: $3,799

“We are also building on our coffee accessory range offering a temperature sensing milk jug, mini knock box and milk jug in a Black Truffle finish, tamp mat, coffee bean canister and three pack micro fibre cloths.”

In March, Breville will also be launching the new Breville Coffee and Spice Precise grinder, ideal for grinding coffee beans as well as nuts, spices and herbs. There is a grind selector control with five settings from coarse to fine, cup slider for one to 12 cup capacity, cord storage and the unit is easy to clean.

The Breville Smart Grinder Pro, initially launched in 2013, is now available in Black Truffle to complement the Breville Luxe range. Dosing IQ automatically doses the correct grind size and dose for the coffee style selected. AR

BREVILLE

Athena Kalos Business Manager — Coffee Coffee machines continue to enjoy strong growth year-on-year and for Breville, it is the brand’s coffee machines with automatic milk texturing that are a popular choice for consumers who want a simpler solution.

“Consumers are demanding true café quality coffee at home and this can be achieved with Breville coffee machines that deliver on the four key elements of the correct dose, temperature control, pressure control and high power steam,” Athena Kalos said.

“Design continues to be important when choosing benchtop appliances and we have seen strong uptake of Black Truffle with matte finishes remaining on-trend. We do not foresee a slowdown in the coffee category any time soon.”

Breville now offers a complete espresso cleaning range with new descaling products, milk frother cleaners and coffee residue cleaners. www.applianceretailer.com.au

29

NEW ESPERTA

®

A M ASTER BARISTA AT YOUR FINGERTIPS

For orders and more details please contact Breville® Australia on 1300 139 798

DISCOVER TWO EXPERT BREWING MODES ESPRESSO BOOST This mode pre-wets the coffee inside the capsule for a few seconds before starting the extraction, which gives a more intense flavour and thicker crema on your espressos.

DELICATE BREW This mode delivers – drop after drop – an aromatic cup with a smoother flavour. The preparation takes 2 to 5 minutes, ensuring your cup reaches its full richness potential.

GET A FULLY PERSONALISED PREPARATION With the ESPERTA® app, program your personal preferences and schedule your everyday coffee at the touch of a button.

PROFESSIONAL QUALITY COFFEE

LARGE NUMBER OF ORIGINAL RECIPES

AROMA FRESHNESS PROTECTION

MULTI

BEVERAGES

C

AP

SUL

E

EXTRA-LARGE WATER TANK

AR HOME CAFÉ

“

Simplicity and ease are features to watch – whilst Australians yearn for the café flavour there are many barriers to owning an espresso machine at home.

”

Sunbeam Barista Max

With an integrated grinder, the Sunbeam Barista Max makes café-style coffee at home in three easy steps.

Accessories include a 58mm café size group handle, café tamper, stainless steel 460ml café milk jug, two single floor filter baskets, cleaning pin and grinder brush.

RRP: $699

SUNBEAM

Daniel Aylward Category Manager – Coffee With café culture now embedded in the Australian daily life, Sunbeam's Daniel Aylward said there is a better understanding of coffee taste and therefore demand for better quality coffee.

“Consumers want to replicate the great tasting coffee and barista experience they find in their local café by purchasing this same type of machine for their own home,” he said.

“Demand for quality coffee means a trend of an increasing uptake of manual espresso machines.

It is no longer a mystery for Australian coffee consumers as they see these machines used by their local baristas and are continuously refining their taste and skills.”

Sunbeam has experienced strong growth in the manual espresso category with value up 35% (YTD October 2018 GfK) and is aiming to continue this growth with the Sunbeam Barista Max. 32

Appliance Retailer February / March 2019

Simplicity and ease are features to watch – whilst Australians yearn for the café flavour there are many barriers to owning an espresso machine at home. Manual machines that are simple to use and help the user develop their coffee making skills are set for growth.

The unique Tap&Go on-demand system on the Sunbeam Barista Max espresso machine (RRP $699) delivers freshly ground beans for every cup and auto-shot control ensures the precise amount of coffee. Inside, the exclusive Temp°IQ Shot Control three-way system combines a fast heat-up thermoblock, gentle pre-infusion and advanced PID controller to regulate and deliver optimal, consistent temperature. The steam wand textures milk to cater to various coffee tastes. AR

Coffee pleasure –

freshly ground, not capsuled.

Roger Federer Greatest tennis champion of all time

The new ENA 8 is the supreme one-cup coffee machine. Small, stunning, simple and perfect for those who appreciate both good coffee and good design – like Roger Federer. With the modern TFT display, mounted on the front, it’s very easy to use. Ten different specialities can be selected at the touch of a button, all prepared with exquisite quality. A special feature of the elegant design is the cylindrical water tank, which resembles a crystal carafe. The new ENA 8 is available in three attractive colours and also in solid aluminium in the Signature Line. JURA – If you love coffee. www.jura.com

AR MOTHER'S DAY

Big sales opportunity for small appliances

BY EMILY BENCIC

Quick Facts

• On average, Australians spent $130 on Mother’s Day gifts in 2018 • Majority of gifts are purchased in the two weeks leading up to Mother’s Day • Consumers spend more for Mother’s Day than Father’s Day 34

R

ecent GfK data has revealed that 64% of Australians aged over 18 bought a Mother’s Day gift in 2018 and on average, they spent $130.

Criteria when buying gifts includes something she likes, something practical, meaningful and affordable, something she needs and something that can be enjoyed for an extended period of time.

While planning starts around April, the majority of gifts that fall under the electrical, personal care and small appliances categories, are purchased from May onwards. Personal care products are popular gifting categories during the Mother’s Day sales event with over the last 12 months, hair dryers, stylers and female grooming categories have all performed strongly.

Appliance Retailer February / March 2019

Beyond Bank Australia research has found that consumers spend more for Mother’s Day than for Father’s Day – potentially due to the role of a mother in a family. Further, research from Finder suggests that sons are willing to spend more than daughters when it comes to Mother’s Day. This Feature will highlight some perfect gift ideas for mum including the latest breakfast collections, juicers, multi-cookers, mixers, bread makers, food processors and more.

Over at De’Longhi, it is about more than just the product. “We are restructuring the way we support our retailers. The Elite Experience white glove service offering, available on our PrimaDonna fully automatic coffee machines, ensures a perfect cup is tailored to the user’s taste,” ecosystems development manager, Marcus Lo Russo said. AR

AR MOTHER'S DAY

“

This Mother’s Day is going to be sporadic with peaks and troughs due to the NSW state election at the end of March and the federal election in May.

”

DE’LONGHI

Marcus Lo Russo Ecosystems Development Manager Internal De’Longhi research has shown that shoppers are buying gifts for more than just their mums. “Customers are also buying for wives, daughters, grandmothers and sisters, who are also being celebrated at this time of year,” Marcus Lo Russo said.

He said it is important to remember that the way consumers discover and approach product is everchanging and a seamless omnichannel shopping experience is critical. “Consumers are now entering store fronts loaded with information from category research and reviews and know what they are looking for,” he said. “Retailers and suppliers should continue to bolster their online channels as consumers are hungry for it.”

DE'LONGHI PROMOTION

De’Longhi is giving consumers the chance to win one of three trips to New York, London and Tokyo with gift vouchers and appliance packs as runner up prizes.

36

Appliance Retailer February / March 2019

De’Longhi Icona Capitals

The roll-out of this new breakfast collection will be assisted with a strong launch program. In-store displays and point of sale will highlight the vibrancy of the range, calling out the association with each city.

RRP: $139 (1.7L kettle / two-slice toaster) / $169 (four-slice toaster)

A strong trend is a focus on recovery and self-care, which is essential to wellbeing, to counterbalance the stresses of modern living.

“Downtime is becoming as important as healthy eating and exercise. Whether it’s the juicing attachments available with our mixers or our white glove service to ensure a perfect coffee every time, a product is not simply a transaction and we want our retail partners to ensure all consumers are squeezing every benefit out of our products.”

With the upcoming NSW state election at the end of March and the federal election in May, Lo Russo is expecting a sporadic Mother’s Day with peaks and troughs. “Naturally, this will eat up traditional media channels and create a level of uncertainty. Minimising risk and ensuring a seamless experience will be important,” he said.

De’Longhi will introduce the Icona Capitals breakfast collection, inspired by some of the world’s greatest cities with vibrant colours, high gloss finish and authentic style. The 1.7 litre kettle (RRP $139), two-slice toaster (RRP $139) and four-slice toaster (RRP $169) will be available in New York Yellow, London Blue, Sydney White and Tokyo Red. AR

Inspired by the world’s greatest cities.

It’s time to meet a new icon – the De’Longhi Icona Capitals Breakfast Collection.

A nod to the cities we know and love, it speaks to those who relish in travel and exploration. Available in four colours: Tokyo Red, London Blue, New York Yellow and Sydney White.

WIN a holiday for two to Tokyo, London or New York.* De’Longhi will drive consumers in store with an enticing promotion. Three main winners will score a holiday to Tokyo, London or New York. Runners-up will win Flight Centre gift cards or De’Longhi Breakfast Companion Sets.

Starts Mar 11, 2019 – Ends Jun 30, 2019. *Terms and conditions apply.

NSW Permit No. LTPS/18/30892. ACT Permit No. TP 19/00004. SA Licence No. T18/2302

The Icona Capitals Range

For more information, contact your De’Longhi representative on 1800 126 659 or visit www.delonghi.com.au

Better Everyday

AR MOTHER'S DAY

“

We are heavily investing in customer brochures, retail point-of-sale and demonstration/recipe videos to educate consumers and give them the confidence to step up to higher value, more premium product.

”

BREVILLE

Sharon Lenzner Business Manager – Food Prep & Cooking There are four key trends in the benchtop cooking category, according to Breville’s Sharon Lenzner.

“Firstly, quality is important to consumers and they are willing to spend more for a premium product. Secondly, as kitchens become smaller, consumers are looking for a space-saving, versatile appliances that can meet various cooking requirements. Thirdly, the healthy cooking trend continues to gain traction, and with this, we have seen growth in the air fryer category. Lastly, consumers are demanding stylish designs and user-friendly, intuitive experiences.”

For benchtop cooking appliances, the main challenge is consumer awareness when it comes to product versatility. “We are heavily investing in customer brochures, retail point-of-sale and demonstration/recipe videos across social media to educate consumers and give them the confidence to step up to higher value, more premium product,” she said.

Breville will be entering new territory in time for Mother’s Day with the BOV860 Smart Oven Air Fry – the first compact oven with air fry and slow cook functionality.

“Our market research found limitations in wall ovens such as power consumption, long heat up times, inaccurate temperature control and therefore, uneven cooking results. When it comes to air fryers, they are often limited in versatility and are mainly used to cook frozen chips or chicken. Introducing a compact oven with air fry, slow cook, grill, roast, bake, pizza and more delivers superior versatility, cooking results and energy efficiency,” she said.

38

Appliance Retailer February / March 2019

With Element IQ, PID temperature control, inbuilt sensors and a dual speed super convection fan, the Breville BOV860 Smart Oven Air Fry automatically adjusts wattage, temperature and heat across five independent quartz heating elements to give the best results on all 11 cooking functions.

Breville Smart Oven Air Fry

In a category-first, the new smart oven features a large, simple to use LCD display, an interior light, ideal rack positions and a fresh/frozen setting. It will be supported by category awareness, digital support, recipe generation and in-store execution.

RRP: $499.95

“Breville will also strengthen its blender line-up with the Breville Super Q blender with Vac Q that will redefine the super blender category with superior performance, noise reduction technology and vacuum blending capability. Featuring a new Blade and Bowl design to achieve higher blade tip speeds up to 300km/h under load. 25% faster, green smoothies with 10% less pulp, cold to hot soup 30% faster and up to 40% quieter than the Boss BBL915,” she said.

As market leaders in the jucing category, Breville constantly evolves the design, footprint and features of its juicers. “The new BJE530 the Juice Fountain Cold Plus has an extra-large 88mm feed chute, sleeker and space saving design and cold spin technology. Users can extract up to two litres of nutrient rich juice and there is a sealing lid for storage in the refrigerator.” AR

TEFAL

Marine Pestel Marketing Director Tefal’s Marine Pastel is prepared to leverage the Mother’s Day selling opportunity to demonstrate product strength and quality and offer great promotions to drive sell through. “This celebration also leads into winter with pressure cookers and multi-cookers in high demand, hence a double opportunity,” she said.

Pastel noted healthy cooking as the main trend so Tefal will promote easy ways to create healthy homemade meals and encourage reduced consumption of processed food.

SMEG

Arthur Banbas National Manager – Small Appliances Mother’s Day is one of the peak selling periods for Smeg small appliances, in particular kettle and toaster sets, as well as espresso coffee machines, Arthur Banbas said.

Coloured small appliances continue to be a strong trend as they are an instant and inexpensive way to enhance the kitchen. “Available in a range of authentic retro colours, Smeg small appliances are the perfect means of updating a kitchen. By popular demand, there will be two new colour additions to espresso coffee machines – pastel green and pastel pink,” he said.

“Our expertise in the food preparation category, along with our 70 year history in design and innovation, come to the fore in the Smeg stand mixer.”

Available in seven colours, the SMF01 features a direct drive motor, planetary action, 800 watts of power and optional attachments from pasta rollers and cutters to multi food grinder and slicer/shredder.

Smeg’s KLF04 variable temperature kettle provides seven pre-set temperatures ideal for oolong, chamomile, herbal and black tea, and is available in a choice of eight colours. The Smeg KFL01 electric kettle features a 1.7 litre capacity, soft opening lid, keep warm function and removable limescale filter. The accompanying Smeg TSF01 two-slice toaster has six toasting levels, reheat, defrost and bagel functions. AR

Smeg KLF04 Electric Variable Temperature Kettle Features of Smeg’s variable temperature kettle include a 360 degree swivel base, anti-slip feet, water level indicator and safety automatic switch-off.

RRP: $259

Tefal will launch the Multicook & Stir with exclusive patented technology of the ceramic spherical pot and unique integrated stirring paddle. With 71 cooking programs and Fuzzy Logic artificial intelligence technology, the Multicook & Stir provides automatic adjustments to cooking time and temperature. A Tefal recipe book, measuring cup, rice spatula, soup spoon and steam basket is included.

In the linen care category, Tefal is launching the IXEO All-In-One Solution. Different to anything else currently on the market, it brings together the benefits of an iron and steamer with a patented built-in smart board that offers three upright and inclined positions for ease and efficiency. The intelligent steam head features Smart Protect technology for the perfect combination of steam and soleplate temperature. Combined with Turbo Steam technology five-bar pump pressure, the all-in-one solution produces high-efficiency results. AR

Tefal Multicook & Stir

The Tefal Multicook & Stir has 71 cooking programs and Fuzzy Logic artificial intelligence technology to provide automatic adjustments to cooking time and temperature.

It comes with Tefal’s own recipe book and accessories including measuring cup, rice spatula, soup spoon and steam basket.

RRP: $249.95

www.applianceretailer.com.au

39

AR MOTHER'S DAY

“

Sunbeam is launching an Australianfirst; the Mixmaster Hand Mixer with unique HeatSoft technology.

”

Sunbeam Mixmaster Hand Mixer with HeatSoft technology SUNBEAM

Elena Pintado Senior Manager – Brand Marketing Mother’s Day continues to be a strong selling period for small appliances, according to Sunbeam’s Elena Pintado. “With more people in-store, shoppers are often inspired to make purchases for themselves, adding to the seasonal demand,” she said.

With patent pending HeatSoft technology, the new Sunbeam hand mixer can soften butter up to 12 times faster to room temperature.

Stainless steel beaters, dough hooks and a whisk are included.

RRP: $99.95

The biggest trends are ease of use and convenience. “This is evident with the successful launch of our Crock-Pot Express Crock MultiCooker that can replace up to five appliances and cook up to 70% faster than traditional cooking methods,” she said. Form focused products that offer on-trend colour palettes or materials were also highlighted as great gifting ideas and an opportunity to renovate the kitchen look.

SUNBEAM PROMOTION

From 1 April to 31 May, 2019, the Sunbeam Mother’s Day Room Service Kit is available with any Sunbeam purchase. Share photos on Instagram using the hashtag #sunbeamlovesmum for the chance to win one of 10 Sunbeam prize packs valued at $1,000 each.

40

Appliance Retailer February / March 2019

Sunbeam is launching an Australian-first, the Mixmaster Hand Mixer with unique HeatSoft technology (RRP $99.95), which gently brings ingredients to room temperature whilst mixing.

It takes ingredients such as butter from fridge temperature to ideal baking temperature in only two and a half minutes. Other features include 270 watt motor, seven speed settings and magnetic nozzle for easy cleaning.

The new Crock-Pot Express Crock XL (RRP $199) can hold up to eight lamb shanks in its 7.6 litre capacity. Additional one-touch settings include boil, simmer and sear. The New York Collection includes a 1.5 litre kettle, 1.7 litre kettle and four-slice toaster. The kettles illuminate a soft glow when boiling and the 2400 watt element enables rapid heating. The toaster features QuickCheck for users to check browning progress without interrupting the toasting cycle. AR

MORPHY RICHARDS

“

Christina Chang General Manager – Product Development MDA & SDA

Bread makers, rice cookers and blenders are becoming everpresent in Australian households as they add to the kitchen’s décor and are important for healthier food preparation.

Small appliances tend to thrive in the lead up to Mother’s Day, according to Morphy Richards Christina Chang. “With this in mind, we will be launching a new compact food processor, Prep Star

by Morphy Richards, as well as new microwave cookware, Mico, designed for quick and convenient snacks and small meals using only a microwave.”

Kitchen interior design trends continue to have a strong influence on small appliances and Chang has observed a move towards warm earthy tones with natural textures.

In line with the general retail industry, the current economy and housing market crisis is a challenge for the brand as it impacts consumer spending, Chang noted.

Despite this, Morphy Richards is well-prepared for the Mother’s Day period, rolling out several new products, including the Prep Star food processor.

It offers three speeds, three pre-set modes, pulse function, 450 watt motor and comes with accessories including a disk, beater, emulsifier and blade.

The Mico Egg creates poached or fried eggs in just three minutes. It has two egg pods, cooltouch silicone lid and handles and is dishwasher safe. The Mico Potato features unique polymer technology that cooks a jacket potato in just 10 minutes by warming up the metal plate inside.

The Mico Toastie also utilises polymer technology to cook the toastie in just five minutes. All Mico microwave cookware will RRP for $49.95. AR

Panasonic SDZB2512 FullyAutomated Artisan-Style Bread Maker

Panasonic’s bread maker can fit three bread sizes, has three crust colour options, a timer of up to 13 hours and temperature control sensor. It is endorsed by Coeliac Australia.

RRP: $399

PANASONIC

”

Chasnyn Ousmand Product Marketing Manager – Small Appliances Panasonic’s Chasnyn Ousmand said Mother’s Day gives Australians the opportunity to show their mums and loved ones how much they appreciate them and according to Finder research; last year saw Australians spend $733 million on Mother’s Day. As for trends during the gift giving period, food preparation is a stand out with the popularity of cooking shows, according to Ousmand. “This trend has seen a growing interest in high-quality cooking appliances which are easy to use and versatile. Items such as bread makers, rice cookers and blenders are becoming ever-present in Australian households as they add to the kitchen’s décor and are important for healthier food preparation,” she said.

Morphy Richards Aspect Cork Kettle

Despite the rise of the home cook, Australians are spending more money on dining out than ever before, which is a pressing issue for the performance of the benchtop category. “We also know people are more aware of food allergies or reactions to ingredients, which means manufacturers must evolve their products to accommodate for common conditions among Australians, such as coeliac disease,” she said.

RRP: $169.95 (kettle) / $179.95 (toaster)

With this in mind, Panasonic has released bread makers endorsed by Coeliac Australia. The Panasonic SD-ZB2512 fully-automated artisanstyle bread maker (RRP $399) has 33 different baking and dough modes, with new additions including rustic sourdough bread made by incorporating a longer fermentation process.

Users can now bake artisan bread filled with cheese, herbs or vegetables. There is a dispenser for adding yeast and removable and washable fruit and nut dispenser. AR

The new Aspect Cork kettle offers a 1.5 litre capacity, an easy view water window and 360 degree cordless base. Its accompanying four-slice toaster features cancel, reheat and defrost functions, variable browning control as well as a pause and check function.

www.applianceretailer.com.au

41

AR MOTHER'S DAY

GAF CONTROL

Tim Kendall National Sales Manager

VITAMIX

Euan Mitchell Country Manager / Sales Director

When asked about the Mother’s Day gift giving period, GAF Control’s Tim Kendall described it as an important promotional event for electrical suppliers and retailers with kitchen and personal care appliances performing very strongly in this period.

Vitamix’s Euan Mitchell traditionally sees a strong sales uplift during Mother’s Day, as he claims that consumers want to purchase aspirational and quality items. “Mother’s Day is the perfect time to show mums how much they are cared for, and why Vitamix should be a top appliance on every mum’s list,” he said.

“Giving a gift that stands the test of time and makes mum’s life easier are trends that continue to gain momentum in this time of increased enthusiasm for sustainability and our time pressured world. Combined with increasing education on a healthy diet and mind, gifts surrounding these values, like a highperformance Vitamix, with industry leading 10 year warranty, ability to make fast nutritious meals from scratch, or decadent desserts or cocktails if that’s what mum needs, will move well this gifting season,” he continued.

“

Giving a gift that stands the test of time and makes mum’s life easier are trends that continue to gain momentum.

”

VITAMIX PROMOTION

This Mother’s Day, Vitamix will support its Ascent Series High-Performance Blender range using a gift with purchase to maximize the latest accessories, including blending cups and bowls that enable mum to blend right in the container, then serve, store, or take it on the go.

“The biggest trend will be shoppers looking to purchase time saving and convenient products for Mother’s Day with the trend to healthy cooking a well-established one,” he said.

Vitamix Ascent Series A3500i Blender

Wireless connectivity will allow this Vitamix blender to evolve, while interlock technology prevents the machine from operating if the lid or container is not secure.

RRP: $1,495

Maxim 30L Benchtop Oven

Ideal for caravans and portable cooking needs, this benchtop oven can cook a roast, bake a cake, toast quick and healthy snacks or warm up soup and fry up bacon and eggs using dual hotplates.

RRP: $134.95

The new Vitamix Ascent Series highperformance blenders are one to watch as they now come with a range of compatible container sizes allowing users to build their own personalised blending system. Self-detect technology allows the blender to recognise the different container size and automatically adjust blend settings. Other features include five program settings – Smoothies, Hot Soups, Dips & Spreads, Frozen Desserts and Self-Cleaning, touch interface, variable speed control and pulse function and built-in programmable timer. AR 42

Appliance Retailer February / March 2019

However, with the growth of smartphones, tablets and other portable and connected devices, there is pressure on the benchtop cooking category.

“The advent of the tech era has taken a slice of the Mother’s Day gift pie.”

Kendall believes these smart products and the Internet of Things (IoT) are ones to watch.

“They are important and valid technologies that will start to impact our lives more. We will continue to see these technologies embedded in our everyday products.”

GAF has a plethora of products this Mother’s Day that are designed to help mum in the kitchen. The new Heller Air Fryer HAF1350 fries foods using only a fraction of the oil and energy associated with traditional frying methods. Features include a four litre capacity, 30 minute timer, dishwasher safe non-stick basket and compact design. The new Tiffany Vacuum Food Storage System TVS02 seals leftovers and bulk buys and keeps them fresher for longer. The rechargeable vacuum handle extracts air from re-usable storage containers or storage bags ready for freezing. Two one litre containers, three small bags and three large bags are included. Extra bags and vessels are available as accessories. AR

“

As Australians adapt to smaller living spaces, there is an increased need for more compact appliances. Until now, the offering for premium, compact appliances has been limited.

”

may get lost in a busy retail environment. It is important that the range is merchandised together to sell the family collection story,” he added.

Russell Hobbs Studio Collection Food Processor

The Studio food processor is 50% smaller than the Russell Hobbs Classic food processor. Accessories include a 1.2 litre processor bowl, chopping blade, dough hook and dual slice/grate disc.

RRP: $99.95

Faster Toasting technology on the Russell Hobbs Studio one-slice toaster means users can toast one slice in less than 80 seconds while saving 48% energy compared to a traditional two slice toaster.

The Studio Collection kettle (RRP $69.95) can boil a cup (235mL) in 60 seconds and has a 35% smaller footprint than the Russell Hobbs Wentworth kettle.

In addition to Faster Toasting technology, the Studio one-slice toaster (RRP $69.95) has a digital display and variable browning control. The Studio blender (RRP $99.95) is 35% smaller and 40% quieter than the Russell Hobbs Classic blender. It features two speeds and pulse setting. AR

SPECTRUM BRANDS

Brent Vrdoljak Product Manager – Home Appliances Spectrum Brands’ Brent Vrdoljak is gearing up for a strong Mother’s Day this season with new Russell Hobbs and George Foreman products.

“We have seen great success in our family collections so this season we will be launching new collections and extending existing lines,” he said.

As Australians adapt to smaller living spaces, there is an increased trend to more compact appliances but according to Vrdoljak, until now, the offering for premium, compact appliances has been limited. “For Mother’s Day, we will launch the Russell Hobbs Studio Collection kettle, toaster, food processor and blender that are up to 30% smaller than comparable Russell Hobbs fullsize products,” he said.

However, retail point-of-sale execution is critical when highlighting new products. "Although the Russell Hobbs Studio Collection offers striking looks and great value for money, the message www.applianceretailer.com.au

43

AR FLOORCARE

STICK VACUUMS sales still tracking well

BY KYMBERLY MARTIN

Quick Facts

• Stick vacuum cleaners have doubled household penetration over the past four years to just under 30% ownership • Pre-purchase research across floorcare products has increased • Barrel/canister models are by far the most popular vacuum cleaner type 44

T

he big market mover in floorcare has been stick vacuums which have exploded in popularity, doubling their household penetration over the past four years to just under 30% ownership, according to data from BIS Oxford Economics. Sticks are particularly popular in households with pre-school aged children, associate director, Paul Giles, told Appliance Retailer.

“Households spend around 30 minutes per vacuum session with standard vacuums, however, when using a stick vacuum the average session lasts around 20 minutes. This 10-minute variation is significant and suggests sticks are used for quicker, as-needs cleaning,” he said.

“Across standard vacuums Dyson dominates consumer brand perceptions for factors such as quality, innovation and design, closely followed by Miele. When it comes to brand perceptions, Dyson is the stand out performer in the stick category.” Consumers are more likely to undertake pre-research when considering stick vacuums compared to standard models with 75% of consumers indicating some form of research prior to stick vacuum purchase compared to 65% across standard units, he said. Generally, prepurchase research across floorcare products has increased over the past few years.

Appliance Retailer February / March 2019

Around 95% of Australian households own at least one standard upright or barrel vacuum cleaner, with barrel/canister models by far the most popular (71%).

The vacuum cleaner category has enjoyed seven years of continuous growth, reports GfK, driven primarily by the increased popularity of handstick models. And the average price of handsticks has increased by more than $50 over the past year, with one-third of sales greater than $600. However total unit sales were flat owing to declines from other vacuum types, including bagless canisters and handhelds.

Vacuum cleaners registered 3% volume growth in 2018 as stick vacuum cleaners continued to be the fastest growing category, according to Euromonitor. Consumers’ desire for premium features to simplify this mundane household chore has given rise to an increased willingness to pay more for a vacuum cleaner with better features, research analyst, Jorge Rosas said. “As a result, unit sales of cylinder and upright vacuum cleaners, which are notoriously heavier and more cumbersome, continued to register unit sales declines.

Over the forecast period, it is expected the continuing desire for cordless technology, with better battery life and more convenient features, will shape innovation trends for the vacuum cleaners category.” AR

“

ELECTROLUX PROMOTION

There will be a brand campaign with retailer and promotional activity for the Electrolux 100 year anniversary.

Electrolux Pure F9 Stick Vacuum The new stick vac from Electrolux has been designed to clean the home on a single charge.

It has an ergonomic design and suction power adjusts automatically.

RRP: $799

ELECTROLUX

Alan Dalton General Manager Asked for his view on the floorcare category, Electrolux’s Alan Dalton said the category is crowded with new players coming all the time, especially those who don’t have a heritage in floorcare. “There is some disruption in pricing which is driving prices down unnecessarily and I’m not sure everybody is making a profit with this sort of thinking. The category is fast becoming a cordless category and the race for the best product, with longevity in battery run life, is certainly on,” he said.

The battery vacuum market currently has its limitations and until stronger more reliable batteries can be used then there is some compromise on performance.

”

its versatility and performance will have consumers wanting something that is easy to use, with long run time and auto function and no changing the floor tool head for different types of flooring. I have seen a three year old use this product because of its lightweight in hand and manoeuvrability. The deep clean performance is fantastic.”

As for challenges or pressing uses impacting category performance, he believes the battery vacuum market currently has its limitations and until stronger more reliable batteries can be used then there is some compromise on performance. “Once solid state batteries become more mainstream we will see a performance that rivals the traditional corded vacuum cleaner.

For now though Pure F9 is right up there in its cleaning performance.”

When it comes to new technology, he put forward the solid state battery and the power and performance it can hopefully deliver.

The Electrolux Pure F9 uses powerful battery technology and innovative design that combines the performance of a traditional vacuum cleaner with the freedom of a stick vacuum, was nominated as the company’s hero floorcare product. AR

“Deep clean from these sorts of products will be a must for consumers when paying the premium price points. However, I wonder if there is a ceiling price for cordless vacuums and we are near to reaching this. Robot vacuums are also making more of a presence and the Purei9 in 2018 showed us that this is a market we further want to explore and grow, but innovation is key.”

Dalton said the strongest trend is the battery stick for convenience and in particular the pole stick vacuums. “I believe the arrival of the Pure F9 with www.applianceretailer.com.au

45

AR FLOORCARE

“

There is a continued transition to handstick vacuums as the primary cleaner or as a versatile second vacuum in the home.

LG

”

Brad Reed Senior Marketing Manager — Home Appliances LG’s Brad Reed said the category is going through an interesting transition where technology, particularly battery technology and motor efficiency and performance, is driving new and innovative design. “As a result, we are seeing handheld or stick vacuums growing in preference, and the larger canister type cleaners increasingly not the only or best solution for a thorough home clean. More capable robotic vacuums, equipped with an AI feature are also entering the market.”

The continued transition of consumers to handstick vacuums as their primary cleaner or as a versatile second vacuum in the home is a continuing trend. “AI advancements in

LG R9 Master CordZero Robotic Vacuum Features include proprietary PowerDriveNozzle, axial turbo cyclone, 3D dual eye and smart quick charge.

RRP: $1,899

robotic vacuums mean we will see some exciting developments in this area over the next 12 months.” The LG R9 Master Robotic vacuum uses Deep ThinQ machine learning technology to recognise objects and over time learns how to effectively navigate room layouts for an outstanding cleaning result.

From a handstick perspective, LG technology continues to evolve, particularly when it comes to battery performance and usage times, Reed said. “Smart Home integration and AI is still in its infancy in Australia but we are looking forward to consumers fully embracing Smart Home living and improving the way people interact with appliances.”

Further integration of AI technology with the LG Smart ThinQ app and partnerships with brands like Google for smarter-home integration, he predicted would be the technologies to watch.

The R9 Master CordZero robotic vacuum integrating AI technology with Google Assistant for voice control of the cleaner he named as the hero product. Features include Aeroscience air flow technology that employs powerful mini whirlwinds of air to separate dust particles. A smart inverter motor rotates at high speed, creating rapid air flow inside the vacuum chambers, automatically varying suction power based on the detected floor surface or level of dust. AR

46

Appliance Retailer February / March 2019

Samsung Powerstick Pro Stick Vacuum

The Powerstick Pro offers a turbo action brush that can clean dust from various floor types and a patented ergonomic flex handle that folds up to 50 degrees to reach under low furniture with ease.

RRP: From $699

SAMSUNG

Jeremy Senior Head of Consumer Electronics

Bosch Unlimited Series 8 Stick Vacuum The new DigitalSpin brushless motor and turbo power mode on the Unlimited Series 8 have been designed for more powerful cleaning.

Floorcare is an interesting area of the appliance market when you think about the role that stick and robotic vacuums have come to play in recent years, according to Samsung’s Jeremy Senior.

“The rise of home automation and connectivity robotic models like the Samsung Powerbot, were among the first to offer internet connected and smartphone controlled functionality. Innovation and uptake around stick vacuums represents another development in terms of convenience and time savings,” he said.

The way technology is designed to be more versatile around households, whether it’s greater control of robotic vacuums like the PowerBot

RRP: $799

BOSCH

Anthony Wells Product Manager The floorcare category has been showing consistently strong growth year on year and Bosch expects to see this continue, particularly in the cordless market for 2019, Bosch’s Anthony Wells said.

He sees the move towards cordless vacuums for quick cleanups, compared to a traditional canister vacuum, for a thorough weekly clean as a strong trend. New cordless models such as the Bosch Athlet, comes with a cleaning performance comparable to a 2400 watt canister.

Another trend is downsizing and with limited storage space the vacuum footprint may become a deciding factor in any purchase.

The new Bosch Unlimited Series 8 cordless vacuum addresses a common frustration with cordless vacuums and the issue of battery runtimes, and is a feature of note. “These appliances feature an innovative exchangeable

via a smartphone, or better battery life in a stick vacuum, is a strong category trend. “With better battery life in both robotic and stick vacs, people get a greater clean from a single charge, reducing the need to worry about recharging their devices.

Cleaning efficiency is improving as well.”

Listening to customer feedback and understanding household habits can be an issue impacting category performance. “It’s essential that brands and retailers continue to educate customers about the benefits of the latest innovations, whether it is connected technology or enhancements to design. For example, in the robotic category it is important customers understand the impact suction power can have as this can vary across the category,” Senior said.

“With the availability and uptake of internet connected technology in the home, and better form factors due to design, people should be able to experience real benefits when they purchase and use a new appliance for the first time. The latest Powerbot VR9300 can be scheduled to clean a specific room from outside the home via a smartphone with Select & Go feature.”

The Powerstick Pro with up to 150 watts of suction power and 40 minutes of battery life, flexible ergonomics, HEPA filter and Easy Clean dustbin, he nominated as the hero product. AR

“

The new Bosch Unlimited Series 8 cordless vacuum addresses a common frustration with cordless vacuums and the issue of battery runtimes.

”

battery system that allows consumers to charge one battery with the included fast charger while using the other. This eliminates the need to wait for the battery to charge again before continuing to vacuum by simply swapping the batteries and continue with cleaning,” he said.

The hero product, the Unlimited Series 8 cordless handstick with its exchangeable battery system comes with multiple accessories for cleaning on all levels. It offers up to 60 minutes runtime on normal mode with non-electrical accessories. The battery pack is compatible with Bosch 18V Green Home and Garden tools. AR www.applianceretailer.com.au

47

AR FLOORCARE

“

Categories are grown by innovation, not imitation and the continued influx of inferior copycat products will be detrimental to market value and consumer confidence.

DYSON

”

Company spokesperson

For Dyson one of the biggest trends is the popularity and performance of cord-free machines such as the Dyson Cyclone V10 that has resulted in a move way from big, bulky, corded machines.

The Dyson Cyclone marked a revolutionary step in cord-free vacuum technology and was a pivot point of Dyson’s expertise in vacuum cleaners.

This huge leap in vacuum technology enabled Dyson to entirely change the format of a vacuum cleaner, a company spokesperson said.

Categories are grown by innovation, not imitation and the continued influx of inferior copycat products will be detrimental to market value and consumer confidence, with customers left disappointed by their performance.

Consumers want products that do what they say they will do and work properly. Retailers who do well in this market build loyalty with customers and those that support companies who innovate and invest in the overall category will create long-lasting trust with consumers.

For Dyson the intention is to transform every category it enters with radical and iconic reinventions that work, perform and look very different. “Dyson is about better ideas and better technologies, to solve problems others often ignore.”

The company is continuing its £2.5B investment program in future technology. Sitting at the heart of the Dyson Cyclone V10 cord-free vacuum cleaner, the Dyson digital motor V10 drives full size suction power, with no compromise in versatility.

The Dyson Cyclone V10 Absolute+ cord-free is the most popular vacuum cleaner in Australia, according to the latest GfK data and the company’s hero product. AR

Dyson Cyclone V10 Absolute Cord-Free

The Dyson Cyclone V10 is built around the Dyson digital motor V10 with up to 20% more suction and bin capacity that is 40% larger.

RRP: $999 48

Appliance Retailer February / March 2019

Vax Blade 2 Max

The new Vax core processor on the Blade 2 Max monitors power up to 1,000 times a second, providing the best performance possible on both carpet and hard floors.

RRP: $549

TECHTRONIC INDUSTRIES

Craig Knighton Category Marketing Manager — Floorcare True cordless innovation is vital for manufacturers to deliver on the promise made by first generation cordless vacuum cleaners, according to Techtronic Industries’ Craig Knighton. In his opinion, bin capacity, run-time and overall floor pick-up performance will help cordless stick vacuums become the sole whole house cleaner of the future.

“It’s clear all major brands are investing in these areas and consumers should look forward to a roadmap of exciting new products.”

A preference for convenient floorcare is a clear trend as consumers vote with their feet and opt for cordless vacuums in increasing amounts, he said.

“In order to gain traction in this area, products need to demonstrate their versatility, ease of use and ability to seamlessly slot into family life. Products that are light, intuitive and quiet that retain a high performance level will do well in this market.”

As brands bring more improved products to market they will need to plan for rationalising ranges to ensure that only the best products are available, representing the brand in the best possible way. “Product managers must balance a range that appeals to consumers across the spectrum while maintaining commercial viability and delivering on consumer expectations of product quality,” he said.

“As batteries improve, runtime is extended.

This elevates the cordless stick vacuum from occasional convenience cleaner to the main floorcare provider in the home. This poses a challenge for product designers and engineers – how to incorporate a larger capacity bin into a lightweight and ergonomic stock vacuum design?

In terms of delivering on ease of use, ergonomics and performance, the cordless of the future could closely resemble the corded upright of the recent past – only without a cord!”

The new Vax Blade 2 Max, a high performance cleaner with a brushless motor and class leading removable bin with Dustvault 3-stage filtration system, powered by a lithium-ion battery for up to 45 minutes runtime, is the company’s star product. AR

“

BISSELL

Chris Egan Managing Director

Bissell is driving a significant rise in wet cleaners as consumers realise the importance of a thorough deep clean.

The category was described as “ever evolving”

by Bissells’ Chris Egan as consumers seek convenience, as well as products that perform different tasks, such as wet/dry cleaners.

He said the trend for stick vacuums comes largely at the expense of canisters, which continue to decline in popularity, though they generally outperform a stick/pole vacuum. “Bissell is driving a significant rise in wet cleaners as consumers realise the importance of a thorough deep clean.

This segment also encourages consumer retail repurchase/revisit of higher margin cleaning chemicals. There has also been solid growth around wet/dry cleaners as consumers opt for products that save time by doing two jobs at once.” The big shifts around health and wellness are seeing a growing interest in products to aid in removal of pet hair and allergens. Preliminary Bissell research show washing technology outperforms traditional vacuum approaches for removing common allergen influences.

Egan said while there is strong interest in stick vacuums, due to size and convenience, a stick will never replace a good canister or upright vacuum for suction, sheer grunt and capacity. Bissell’s new 36 volt stick vacuum offering up to 95 minutes cleaning time overcomes the limited runtime of traditional cordless sticks.

”

Bissell CrossWave Pet Vacuum Suitable for both sealed hard floors and area rugs, has an enhanced dirt management system, improved edge cleaning, free standing convenience and an easy clean rinse tray.

RRP: $449

Convenience is an important attribute contributing to the rise of stick vacuums for touchup cleaning or smaller areas. Robots also appeal to this segment especially as performance has improved from earlier days of glorified sweepers with emerging Bissell products offering superior cleaning plus convenience.

He said the Bissell CrossWave delivers both vacuuming and washing features at the same time and is the company’s hero product. The technology is complemented by a new tangle free brush roll and sanitising formula. Bissell releases in 2019 include Pet Hair eraser turbo, an 18 volt MultiReach in the dry category, SpinWave cordless and SpotClean turbo in the wet category, complemented with powerful, battery powered products. AR

BISSELL PROMOTION

DRTV infomercials and advertorials, prime time 30 and 15-second TV plus a coordinated digital and social marketing strategy will form Bissell support in 2019.

www.applianceretailer.com.au

49

AR FLOORCARE

Sebo K3 Premium Perfect for deep cleaning of carpets and rugs, the ET-1 power brush removes all dirt and grit.

The Sebo K3 Premium is made in Germany.

RRP: $1,299

MIELE

Robin Werth Head of Category Management Floorcare still continues to be a dynamic category with innovations in robotic vacuum cleaners, such as the Miele Scout RX2. Miele continues to lead the bagged canister segment and the Blizzard CX1 bagless continues to gain share in this category, Miele’s Robin Werth said.

“We believe canister cleaners offer the ideal solution for a more powerful, deeper clean of the entire household and represent a definite category trend. The Blizzard CX1 features revolutionary new Vortex technology to deliver outstanding standards of hygiene, achieving first-class cleaning performance. Miele continues to see growth in canisters overall, with a strong contribution from the brand’s bagless segment,” he said. And despite some pressure on the canister segment, Miele continues to maintain share and experience strong growth in this segment.

In 2019, hygiene will continue to be a dominating factor for customers and floorcare. In terms of technology, Miele’s exclusive Vortex technology is one to watch and is at the heart of the Blizzard CX1 bagless vacuum cleaner range delivering a new standard of hygienic dust disposal to bagless vacuuming.

The Miele Blizzard CX1 Cat & Dog is the hero product and includes a turbo brush for the reliable removal of pet hair and fluff. It features an efficient floorhead and innovative motor with airspeeds exceeding 100km/h. AR 50

Appliance Retailer February / March 2019

Miele Blizzard CX1 Cat & Dog Bagless Vacuum The Miele CX1 vacuum can be hygienically emptied due to the separation of dust, miantenance free HEPA AirClean lifetime filter and an advanced filtration system.

RRP: $849

SEBO

Kristine Collins Product Manager Robot vacuums are a significant investment with some costing the consumer twice that of a regular vacuum, however, a new Australian study has questioned the advertised promises of energy efficiency and cleaner homes. “It suggests that the robotic vacuum doesn’t clean to the level they want or in the places they can’t get to, and some households struggle to provide an appropriate environment for the device to operate at all,” was a view of the market put forward by Sebo’s Kristine Collins.

“Stick vacuums and robotics feature heavily in stores, however, research indicates they do not replace full sized vacuum cleaners for correct carpet care. Sebo’s full sized and 100% powered vacuum cleaners are the gold standard in carpet cleaning,” she said. “New carpet fibres can be troublesome for some vacuum cleaners. We work with carpet manufacturers to ensure there is a Sebo vacuum to suit every carpet type and fibre.”

Hard floor cleaners that do not use chemicals or water, were a technology of interest. The Sebo ultra high speed polishing head attaches onto a Sebo vacuum to hygienically clean and maintain hard floor surfaces using diamond particles.

The hero product is the Sebo K3 Premium which is a Choice and carpet manufacturer recommended product with professional carpet cleaning heads. AR

CLEANSTAR

Lisa Michalson Director Another view on the market from a battery perspective came from Cleanstar’s Lisa Michalson.

“Battery is the area that is growing but battery technology is still not yet perfect and powered vacuum cleaners are still the best option.

Consumers are moving away from cheap floorcare products and investing in quality at a higher price.”

Cordless battery products remain strong but powered vacuums are still popular. Retailers prefer to sell bagged vacuum cleaners rather than bagless as they offer better filtration and longevity, contain dirt and require less maintenance, was her take on trends.

Michalson expressed a similar view to others when it comes to challenges facing retailers, namely cheap inferior product coming onto the market.

“We invest a lot of time and money to make sure we have electrical approvals on all our products and carry spare parts to service our clients. Some brands don’t carry parts but we make sure that we meet our legal and moral obligations.”

And hybrid technology is the one to keep in mind.

“We sell a Hybrid vacuum cleaner where the battery charges while using the vacuum. You can alternate using the vacuum as a 24 volt battery or power function. This is a world-first.”

The hero products within the range are Panasonic bagged vacuum cleaners Cleanstar distribute exclusively in Australia which are manufactured in Malaysia, available in different sizes and price points. AR

“

Consumers are moving away from cheap floorcare products and investing in quality product at a higher price that will last much longer.

”

Ecovacs Deebot Ozmo 900 Robotic Vacuum

This robotic vacuum cleaner scans the home and creates a visual map in the Ecovacs Home app, before automatically creating an efficient cleaning path that best suits the home environment.

RRP: $999

Panasonic MC-CG522 Bagged Vacuum

Features of this Panasonic bagged vacuum include an Eco-Max 1300 watt motor, three litre dust bag capacity, variable suction control, soft rubber wheels and it can be parked either horizontally or vertically.

RRP: From $279

ECOVACS ROBOTICS Damian Commane Country Manager

Robotic vacuums continue to grow within the floorcare category as consumers become more interested in adopting smart home solutions to simplify processes at home, Ecovacs Robotics’ Damian Commane said.

As for trends, with the average Australian home consisting of multiple types of flooring, the company has observed an increase in consumers looking for multi-function robotic vacuum cleaners that can mop as well as vacuum. “Customisable products which can be automated and controlled remotely are also on the increase,” he said.

Retailer training and product knowledge has become critical and work needs to be done across the robotic vacuum category. This includes demonstrating at various touchpoints showing that technology and innovation in this category has come a long way. “Asking consumers to part with $1000+ for flagship models is a considered purchase and investment.”

Ecovacs is incorporating new, proprietary AI technology, Ecovacs Aivi, (Artificial Intelligence and Visual Interpretation) into its robotic vacuums with the capability to recognise and avoid selected household items that obstruct the path of robots or vacuum cleaners. “This is definitely a technology to watch.”

The Deebot Ozmo 900 is the latest addition to the Ecovacs Robotics Ozmo wet and dry series combining a sweep, vacuum and mop into one cleaner. It is voice enabled via Google Home and Amazon Echo. AR www.applianceretailer.com.au

51

AR ROOM HEATING

ROB WING – GROUP MANAGER – BEGENTS TASMANIA FROM A RETAIL PERSPECTIVE

Efficient operation the call when the heat is on

BY KYMBERLY MARTIN

A

ccording to GfK data, the electric heating market has been steady over the last 12 months with the eastern states recording the fastest growth, up 7% in volume, compared to the rest of the country. Oil-radiators with a $98 ASP and fan heaters with a $29 ASP generated much of this growth with units increasing 12% and 8% respectively on the prior year.

Total electric heating sales rose 3.6% in units and 0.9% in value.

Heating appliances in Australia experienced another year of growth in volume and value terms however, the category is growing at a slower rate than last year, Euromonitor analyst Jorge Rosas said. “Category performance continues to be dependent on weather conditions and new product launches. Among heating appliances, upright fan heaters and oil heaters were the most popular formats. Safety and quality remained key determinants in consumers’ decision making.”

52

BIS Oxford Economic research into the household heating market showed 31% of households reported gas heating as their main source of heating, evenly split between ducted and non-ducted, ranging from 55% in Victoria to just 5% in Queensland. Heat via a reverse cycle air conditioner was the next most popular form of heating on 23%, followed by portable electric heaters on 16%. “Interestingly, a high 18% of Australian households report to rarely or never use a heating appliance,” associate director, Paul Giles said.

The data further revealed that more than 80% of consumers undertake some form of depth research prior to purchasing a new gas heater, with face-to-face interactions with retailers being the leading method, followed by online brand sites. Bonaire, Rinnai and Braemar lead consumer perceptions of gas heater players across key product attributes including product quality, value for money, innovation, design/ features and contemporary styling. AR

Appliance Retailer February / March 2019

There is no doubt the colder months and the lead into winter contribute to strong heating sales, according to Rob Wing, group manager of Begents Tasmania.

“Split systems are definitely number one for us with Mitsubishi, Hitachi and Dimplex our leading brands.

Energy efficiency, performance in colder conditions, noise, Wi-Fi features and even size and aesthetics are all regular feature requests we get from our customers.”

Wing said price is frequently raised when it comes to the purchase, “not for every customer but for most it does enter into the equation when customers are considering their options”.

Promotions can be “hit and miss” with success affected by many issues such as timing, the weather, wrong product or price. “Basically some can be really great and others sometimes not so great.”

The personal heater category is another solid performer with panel, small ceramics and radiant bar models all delivering good growth. Safety cut out switches, 24-hour timers and wet area ratings are the preferred features. And again price enters into the sale.

He said consumers will consider heaters to supplement their air conditioning systems. “But every home or office is different so our heating specialists will offer advice about supplementing what they think might be necessary.”

As for new technology that looks interesting he nominated increased Wi-Fi options, improvements in air transfer and condensation reduction.

The big challenges facing the industry as Wing sees them, comes down to untrained, rogue operators and poor or not up-to-standard installers, along with onestop-shop sellers with cheaper options that may not suit the situation, or provide adequate performance.

Begents is a 48 year-old locally owned and operated business, specialising in home appliances, furniture, bedding, and heating and cooling solutions with five stores across Northern Tasmania.

Keep your customers cosy with Australia’s Most Trusted Brand. *

Warm up your sales this winter with Australia’s Favourite Air®.

The Lifestyle range of wall mounted air conditioning units are Fujitsu General’s most efficient. Including energy management features such as Human Sensor Control, economy mode and weekly timers, Lifestyle models make indoor comfort easy and cost-effective.

Comfort and convenience features like powerful mode allow the air conditioning unit to reach a desired room temperature quickly and efficiently.

Stock up today to keep your customers toasty this winter.

Contact your Fujitsu General Business Development Manager today.

Call 1300 882 201 or visit fujitsugeneral.com.au

*Reader’s Digest Catalyst Trusted Brands Survey – Air Conditioning Category.

AR ROOM HEATING

MITSUBISHI HEAVY INDUSTRIES

Adrian Brown National Sales & Planning Manager Despite a slowdown in new home constructions, Mitsubishi Heavy Industries is seeing increased renovation activity amongst consumers and a growing demand for heating solutions across the market. “Temperatures are increasingly changing,” Adrian Brown said. “We are seeing colder temperatures across the board and this has increased demand for room heating products and solutions.”

Energy efficiency and reliability remain the major trends with consumers looking for products that have a lower impact on the environment.

“Air conditioning products are, for most consumers, a high price item. They want to be sure they are selecting and purchasing a brand that will withstand the climatic conditions,” he said. MHIAA was recently awarded the ‘Best Brand of Air Conditioners’ for 2018 by consumer group Choice with an overall customer satisfaction rating of 91% and a high reliability rating of 88%.

Energy costs are placing pressure on the heating category and they are likely to continue to rise in the future. “As a result, consumers are forced to look for products with reduced running costs.

To be competitive and remain competitive in this category it is imperative that all manufacturers continue to push the boundaries of product ranges and meet the growing demands of consumer needs,” he said.

Wi-Fi connectivity is becoming paramount, according to Brown, as consumers become increasingly dependent on smartphones and the desire to have all their appliances accessible through one device. “Through these Wi-Fi modules MHIAA is giving consumers more precise control over their units.”

The hero MHIAA product is the AvantiPlus Platinum Series air conditioners with a range of intuitive functions and features that meet the growing demands of consumers. AR

Fujitsu General Multi System

With multiple indoor units able to connect to one compact outdoor unit, the Fujitsu General Multi System offers exceptional flexibility for modern home interiors, as well as saving space outdoors.

RRP: Varies across the range

FUJITSU GENERAL

Edward Jackson National Retail Manager There is growing awareness about the benefits of reverse cycle air conditioning systems and as a result, Fujitsu General is experiencing more consumers looking to heat and cool the home all year round from one air conditioning system, rather than buying a separate heating appliance, according to Edward Jackson.

Although reverse cycle split systems are a dominant force in the retail category, there is a trend toward multi systems. “These provide consumers with more flexibility as a year-round whole home comfort solution. Fujitsu General Multi System allows consumers to heat and cool up to six rooms from one compact outdoor unit, without compromising outdoor space,” he said.

MHIAA AvantiPlus Platinum Series 2.0kW Air Conditioner This air conditioner features an impressive 7-Star heating and cooling energy rating, the highest rating currently available for air conditioners in Australia.

RRP: N/A

However, as with any other seasonal category, the weather is the greatest challenge for air conditioning. “The purchasing habits of consumers are traditionally seasonal, with extreme temperature changes spiking spend within the category.”

Jackson said Fujitsu General recently launched its Multi System selection tool that allows retail staff to quickly help consumers find the most suitable multi system air conditioning solution for their individual needs. “It is accessible across multiple devices and consumers input details such as size of their rooms, details on ceiling insulation and window position.

The online tool then provides feedback on the best outdoor and indoor unit to suit the home.”

With the Fujitsu General Multi System, each air conditioning unit can be independently controlled using individual unit remotes to provide indoor comfort when and where it is required. The 5 and 6 head Multi Systems can be operated seamlessly via an optional large backlit LCD central controller to manage indoor units individually or simultaneously. AR

54

Appliance Retailer February / March 2019

AWARDED BEST BR AND FOR PERFORMANCE , RELIAB ILIT Y & SATISFACTION mhiaa.com.au

Mitsubishi Heavy Industries Air-Conditioners Australia Pty Ltd.

AR ROOM HEATING

“

MITSUBISHI ELECTRIC Zane Barron General Manager

From fan heaters to whole home ducted air conditioning systems, consumers are spoilt for choice when it comes to heating options, according to Mitsubishi Electric’s Zane Barron.

“Customers looking to heat more than just a personal space, such as a whole room or house, an air conditioning system is a viable option, with newer air conditioning models up to 40% more efficient than older systems,” he said. “We are seeing uptake of air conditioning systems being used as a year-round solution and expect further growth in this category.”

Aside from energy efficiency, there is also a trend to more attractive designs with air conditioning units often on show in the home.

“Mitsubishi Electric GL series is seen as the go-to solution for the typical home installation, whereas the EF Signature Series are selected where an interior design calls for a stylish solution,” he said.

Air conditioning models such as the MSZ-GL25 have a 5.5 stars energy rating but not all 5.5-star energy rated air conditioners are created equally, according to Barron, as some models perform better at lower ambient temperatures.

“Our GL series has a guaranteed operating range of -15°C ~ 46°C and are selected for installations in areas with really cold overnight temperatures due to their proven industry-leading reliability,” he said.

Wi-Fi control is providing customers with more control and flexibility from a smartphone app.

“All of the basic functions such as set temperature, mode, and fan speed are accessible, as well as advanced features such as the ability to create rules mean that it’s possible to set when the unit switches on and off throughout the week.” AR

Consumers are now armed with quick access to calculate how much an appliance uses from their smartphones while in store.

”

De’Longhi Radia S Heater

The Eco Plus Function on the Radia S optimises energy consumption while maintaining correct comfort levels. This function can be selected on the heater’s digital display.

RRP: $169

Mitsubishi Electric MSZLN35VGD Air Conditioner

The filtration system on this air conditioner is designed to effectively neutralise contaminants such as allergens, viruses and bacteria ensuring the circulation of fresh, clean air back into the room. It is available in crystal red, onyx black and pearl white.

RRP: N/A

DE’LONGHI

Dunya Abdurahmanovic Junior Category Manager – Seasonal Products Portable heating continues to be an integral part not only for the De’Longhi portfolio but also for consumers in the market looking for a heating solution, Dunya Abdurahmanovic said.

“Despite the warmer than average season, portable heating has increased in the number of units sold. Consumers are upgrading older models to new models with better features and safety options,” she said.

Running costs are a hot topic when it comes to trends, particularly with media attention on the consistent increases in electricity prices.

“Consumers are now armed with quick access to calculate how much an appliance uses from their smartphones while in store so features that minimise both running costs and impact to the environment is important in the heating category.”

Weather is the biggest challenge for the heating category with a late start in the season, resulting in slow initial sell through, but as the cold weather picked up so did the sales, according to Abdurahmanovic.

“Mass market brands coming out with designer looking goods at affordable prices is another challenge. Despite this, we had a fantastic season with an uplift in sales across all sub-categories.”

The exclusive Eco Plus function on De’Longhi heaters allows users to select and maintain room temperature and power levels can be automatically adjusted. Eco Plus features in all flagship models including the Dragon 4, TRD42400ET & TRD41500ET, Radia S TRRS1224EG & TRRS0715EG and across all De’Longhi ceramic and panel heaters with a digital display. AR

56

Appliance Retailer February / March 2019

AR ROOM HEATING

“

There are many solutions available and this can be overwhelming and hard to determine the best option, so speaking to experts and comparing the benefits and drawbacks of different models is always important.

”

In addition to consumers looking for energy efficient products, there is a move for smaller heating and cooling units over large capacity products as properties become smaller.

“People are spending more time indoors and with it a growing importance on the quality of indoor air. IoT is also becoming more commonplace as consumers look for an easy solution they can control anytime, anywhere at the press of a button,” he said.

The challenge for the category, as cited by De Bella, is the plethora of choice so customers need to understand the importance of doing their research before choosing the right solution.

“The constant evolution of the Minimum Energy Performance Standards (MEPS) also brings manufacturing challenges, with a focus on improving the energy efficiency of products while keeping costs down,” he said.

PANASONIC

Joe De Bella Senior Product Marketing Manager The category outlook from Panasonic’s Joe De Bella is that there is a lack of knowledge and understanding among consumers about heating solutions, so education about specific needs and environments is critical.

“There are many solutions available and this can be overwhelming and hard to determine the best option, so speaking to experts and comparing the benefits and drawbacks of different models is always important,” he said. “Energy efficiency and WLAN controlled solutions are popular considerations for consumers and we do not foresee this changing any time soon.”

58

Appliance Retailer February / March 2019

Panasonic Aero Series Econavi Reverse Cycle Air Conditioner Nanoe-G technology eliminates microorganisms to enhance indoor air quality. It has 5.5 star heating energy rating and 5 star cooling energy rating.

RRP: $1,300

For those concerned about bacteria and allergens in the home, Panasonic’s nanoe-G air purifying feature enhances indoor air quality, removing 99% of airborne bacteria, viruses and mold. This feature works with the Mild Dry cooling function, reducing side-effects of air conditioning, such as dry skin and mouth, by maintaining the level of air moisture in the room.

The Panasonic Aero Series Econavi reverse cycle inverter air conditioner, the CS/CU-Z25TKR features a slim design to complement new home and apartment installations. AR

PANASONIC PROMOTION

The Panasonic Aircon Sizing Wizard app makes choosing the right air-conditioner simpler, allowing access to product features, information on Panasonic technology, price and dealer locations. Consumers can utilise it online, or download the app for smartphones or tablets.

GLEN DIMPLEX

Stacey Pogorecki Product Manager – Seasonal Over at Glen Dimplex, the plug and play concept has taken off, especially for consumers who cannot have wood or gas fires in their home, Stacey Pogorecki said. “Consumers are also starting to transition to more app enabled products.”

Omega Altise Ceramic Cube Heater

This heater features quiet operation, a programmable thermostat and timer, remote control and Eco mode.

RRP: $199

The complete electric fire mantel suites have grown year-on-year for the brand, as they are a furniture piece and provide instant ambience, in addition to being a source of heat. The range has grown from five models with only one electric flame technology in 2017, to doubling the model offering by 2019 with two different flame technologies, she said.

SHRIRO

Sandra Cal Communications Manager

“Dimplex will be launching four new electric fire suites in 2019 to cater for apartments and houses alike. For Nobo, our Norwegian designed panels have had a slight makeover for 2019 with a smoother bevelled edge and subtler branding. The energy control system, compatible with all models, has proven to be very popular.”

Room heaters are becoming the mainstay heating source as Australian households move towards smaller dwellings and vertical living, Shriro’s Sandra Cal said. “Offering a compact footprint, portable heating solutions are perfect for storing away over the warmer months.”

Pogorecki said there were no major challenges impacting the category’s performance, although Dimplex and Nobo are undergoing a complete brand refresh worldwide, which has started to roll out.

There is a strong trend toward heaters with electronic thermostats with potential energy price changes and the convenience of a programmable timer to wake up to a warm room on cold mornings.

With the rise of the smart home, she expects more products that are compatible with smart devices like Google Home and Amazon Alexa to become more popular. AR

“We are also seeing more people considering a gas heater, in place of an electric heater, due to the comparatively cheaper running cost. Whilst a larger outlay the larger heating capacities and lifetime of a gas heater is a more attractive offering to some consumers,” she said.

Conner 1.5kW Mini Suite Fan Heater

This new mini suite fan heater with flame effect can be used independently from heat controls and is easily moved from room to room.

It comes in matte white with a concrete look.

RRP: $999.95

Weather was again highlighted as the major challenge. “A warmer winter is a challenge for all stakeholders, whereas a cold winter means all retailers and suppliers have a great season and hold margin within the category.”

DC motors for electric heaters are growing in popularity, as they offer reduced running costs and quieter operation. “We are also seeing more products featuring Eco modes. This is a setting that will maintain a consistent ambient temperature to the room, of around 22°C. Switching on the heating element and fan and toggling between high and low settings the heater will monitor and maintain temperature without the need for manual operation.”

Omega Altise is launching a new gas convection heater range this year in 15mj and 25mj sizing. AR www.applianceretailer.com.au

59

AR ROOM HEATING

“

Connecting between the gas fireplace and Alexa or Google Home will be the new feature to watch.

IXL HOME

”

Monique Cheung Senior Product Manager

Selecting the correct heating system is paramount and it must meet customer needs when it comes to capacity, efficiency and safety, was the view from IXL Home’s Monique Cheung.

As for trends in the fireplace subcategory, designers are starting to take the bold step of making the fireplace a focal point in the centre of the living area, rather than mounting it into

Cannon Latitude Power Flue Gas Log Fireplace Being a room sealed heater, the Cannon Latitude fireplace stops cold drafts from entering the home, and prevents warm air escaping. It is generally easier to install, safer and more economical.

RRP: From $8,248

IXL HOME PROMOTION

A new product launch event will be held in conjunction with an integrated marketing communication plan. Online advertising will focus on education and awareness of the Latitude power flue heater.

60

Appliance Retailer February / March 2019

the wall or pushing it into a corner. “This allows groups to gather around from all sides, enjoying the heat and ambience from all angles,” she said.

However, there has been media attention on the safety of gas open flue space heaters, specifically the correct maintenance and use of these systems to ensure safe operation. “Energy Safe Victoria recommends that gas open flue space heaters be serviced and checked at least once every two years. Having a safe gas heater is now becoming a home renovation staple.”

Once again, the smart home was named as the feature to watch with Cheung expecting gas fireplaces of the future to connect with Amazon Alexa or Google Home.

The hero room heating product for IXL Home is the Cannon Latitude power flue gas log fireplace.

“Unlike traditional open flue gas fireplaces that draw air from inside the home for combustion, power flue heaters take in air from outside and vent outside via a secondary flue,” she said. AR

Vornado VMH300 Steel Heater

TECO HOME APPLIANCES

Trevor Francis National Business Development Manager Teco’s Trevor Francis echoed the view from Panasonic’s Joe De Bella that the room heating category has a myriad of options and it is sometimes complicated for consumers to navigate and select something that will meet their greater needs.

With a cool-touch, powder-coated metal case, dials that feel comfortable to use, discreet cord storage and signature whole room Vortex heat circulation, the look and feel of the Vornado VMH300 is elevated.

RRP: $299

“As an air conditioning supplier, Teco always promotes an all year round investment and comfort, whether it’s cooling or dehumidifying in summer, or heating the home during the coldest winter,” he said.

VORNADO

Kirsten Pride Brand Manager

When it comes to category trends, there has been a move from individual room heaters to systems that heat the entire house, according to Francis.

Vornado continues to increase its market share year-on-year, according to Kirsten Pride. “Known for our whole room comfort using an airflow phenomenon called Vortex Action, the air flows fast, warm and gentle to create a unique heating experience,” she said.

“As new home designs move from closed off rooms to more open plan living; as well as suburban land lots dictating smaller housing, it makes products like wall splits, multi split systems and ducted systems a better option to heat or cool multiple rooms. Efficiency and affordability are driving value. For existing homes, spot heating is still an option to boost comfort levels.”

A major issue impacting on reverse cycle air conditioning, and it is a positive impact, is the rising cost of energy supply, he said. “Reverse cycle units are very efficient heaters relative to the input power used to run them. In fact, they are the cheapest to run to heat a room.”

Wi-Fi control is having a positive impact on Teco split air conditioning and reverse cycle portable units and is a technology to watch. The Platinum 3D series reverse cycle splits features freeze protection, 3D air delivery and Follow Me function that allows the room temperature to be sensed from where the remote control is located rather than from where the air conditioner is situated. AR

The VMH300 whole room heater was launched in winter 2018 and has been well-received. In 2019, Vornado is looking to expand its ranging in electrical retailers including JB Home and The Good Guys.

Teco Platinum 3D Series Air Conditioner

With 5-star cooling and heating, this split system also features high density and silver ion filtration, refrigerant leakage detection and DC fans for low noise indoors and outdoors.

RRP: $1,099

Pride said that safety continues to be the biggest sales driver for whole room heaters because of use in children’s rooms, bedrooms and high traffic areas. “Advanced multi-level safety protection includes tight grill spirals, tip over switch and an auto-shutoff setting that detects when the airflow is obstructed and a cool-touch exterior, which ensures the unit remains cool even after hours of operation.”

However, there is still an education job to do when it comes to Vornado’s patented vortex technology.

“We need to highlight the Vornado difference to show why it is the smart choice. With safety features, energy efficiency and a powerful engine that turns the deep-pitched blade through the signature Vornado grill, we have a product that will stand the test of time,” she said.

The VMH300 uses Vornado’s signature energy efficient Vortex technology to quietly and evenly circulate warmth throughout a room, with no cold spots. The unit will effectively warm a master bedroom, entertainment area or living room in less time than a traditional heater. AR www.applianceretailer.com.au

61

AR AIR PURIFICATION

Air purifiers experience steady growth all-year round

BY EMILY BENCIC

T

he air treatment market has grown 15% in value in the last 12 months to date, according to GfK data, largely owing to air cleaner sub-types (those that remove particles from the air), which now account for 65% of total value. Volume growth exceeded value growth, attributed to aroma diffusers. While only a small segment of the market (15% of units sold), this is an increase on the prior year.

Euromonitor has confirmed that air purifiers continue to be the best performing category in the air treatment market, experiencing high levels of growth in volume and value in 2018.

“The health benefits that air purifiers provide to households have been communicated effectively to consumers, which continue to purchase these on an incremental basis,” research analyst, Jorge Rosas said. “Furthermore, as air purifiers become connected, consumers appreciate their ease of use and the 62

information they can obtain from monitoring indoor air pollution.”

Despite a slow start to the season, the air treatment category is performing well for the Leading Edge Group, according to category manager for appliances, Margaret Terry.

“

As air purifiers become connected, consumers appreciate their ease of use and the information they can obtain from monitoring indoor air pollution.

”

“In particular, when it comes to air purifiers, they are more of a considered purchase for lifestyle and health reasons; hence we don’t see these being influenced by seasonality,” she said.

Appliance Retailer February / March 2019

When in the market for an air purifier, advanced technology such as connectivity, that provides the user with information from energy efficiency to functionality, is high on the list among consumers.

“Design features are also prevalent – customers don’t want a box sitting in the corner anymore; they want statement pieces featuring the latest trends, finishes and colours. Customers tend to stick to the premium brands, and will pay that bit more for a product or brand that is well known in this category,” she continued.

“However, the category also heavily relies on romotional activity, such as cashbacks, with all major brands running programs.

“Many brands also run TVC advertising now, so a lot of branding is done outside of the store before the customers walk in. Most customers spending more than $500 have done their homework before they walk into the store, and know what they want.” AR

DYSON

Company Spokesperson A recent Dyson study revealed almost two thirds (66%) of Australians don’t know what indoor air pollution is. After being informed of everyday household items that can cause poor indoor air quality, 82% agreed they are concerned by it.

Meanwhile, over half (54%) of Australians are more likely to buy a purifying fan once they understand what contributes to indoor air pollution.

DE’LONGHI

Dunya Abdurahmanovic Junior Category Manager – Seasonal De’Longhi has observed a small but consistent increased interest in air treatment products but it is often fuelled by media coverage of natural occurring events. “Only then do we see a surge in consumers attempting to educate themselves on the effects of bad air quality because by world standards Australia has clean air, and as a population we generally do not think about air quality,” Dunya Abdurahmanovic said.

The main challenge is to educate consumers that indoor air quality can be up to five times more polluted than outdoor air quality, according to Abdurahmanovic. “Most exposure to environmental pollutants occurs by breathing products and materials made up of pollen, mould spores, pet dander and even cooking smoke.”

With its innovative 3D Comfort Air technology, the De’Longhi Air Purifier, Heater and Cooling Fan is a product to watch. Engineered to deliver ultimate comfort, its unique airflow technology was developed with experts from the polytechnic University of Turin. Its unique product shape and benefits of the Coanda Effect deliver both warm and cool air whilst continually purifying the air.

The Air Purifier, Heater and Cooling Fan has 360 degree double layer particulate air filter to purify the air and remove up to 99.9% of fine particles. The Eco function allows energy consumption to be optimised when on heating mode and guarantees the correct level of comfort.

It automatically modulates heating power and fan speed. The programmable timer can automatically delay start or stop with intervals from 30 minutes to 12 hours. AR

De’Longhi Air Purifier, Heater and Cooling Fan The unique airflow technology used in the De’Longhi air purifier, heater and cooling fan was developed with experts from the polytechnic University of Turin. The programmable timer can automatically delay start or stop with intervals from 30 minutes to 12 hours.

RRP: $699

Dyson Pure Cool™ Purifying Fan

The 360 degree fullysealed filter system in Dyson’s Pure Cool™ purifying fan combines an activated carbon filter to remove gases and a Glass HEPA filter captures 99.95% of fine particles.

RRP: $649 (desk format) / $799 (tower format)

When asked about category trends, Dyson said the introduction of multi-functionality is at the top of the list. With 350 degrees of oscillation and Air Multiplier™ technology, Dyson Pure Cool™ purifying fans can project 290 litres of purified air per second to every corner of the room. Fan mode and diffused mode deliver year round comfort.

However, there are challenges when it comes to an even playing field in product testing. Some manufacturers of conventional air purifiers gauge their performance using a laboratory test method called 'Clean Air Delivery Rate'. It is conducted in a compact chamber just 12m2 in size, with an added fan to circulate the air and only one sensor to measure air quality. Dyson engineers created a lab test called the POLAR test based on a larger living room size, with no added fan. Eight sensors in the corners of the room and one sensor in the centre collect air quality data every five seconds, detecting particles of indoor air pollution that are 300 times narrower than a human hair.

LCD displays are a feature to watch, according to Dyson. Dyson Pure Cool™ purifying fans displays show which particles and gases the machine is automatically sensing in real time. The Dyson Link app enables users to track indoor and outdoor pollution, temperature and humidity levels.

The Dyson Pure Cool™ purifying fan automatically senses pollution, captures gases and ultrafine particles, and projects clean air to every corner of the room. The 360 degree fully-sealed filter system combines an activated carbon filter to remove gases and a Glass HEPA filter captures 99.95% of fine particles. RRP is $649 for desk format and $799 for tower format. AR

DYSON PROMOTION

Dyson purifying fans purchased until February 28, 2019 will come with a 30 day money back guarantee.

www.applianceretailer.com.au

63

AR AIR PURIFICATION

SHARP

Halim Saliman National Marketing Manager

“

Clean air awareness is increasing as its importance in the home is being practiced more commonly, according to Sharp. “Consumers now understand the need to eliminate allergens, dust, mould and other pollutants to support a healthy lifestyle,” he said. “Air purifiers are an important method to decrease symptoms of asthma, affecting one in nine Australians,” Halim Saliman said.

With five-way air purification across the Heller Air Sense air purifier range, we bring a new dimension to the category.

Based on past purchasing data, Sharp has experienced strong sales trends during spring and autumn, which has been attributed to the direct impact of pollen that triggers hay fever symptoms.

“We believe that the increase of airborne irritants during these seasons are a definite reason for consumers to purchase an air purifier,” he said.

The challenge is to change consumer perception of air quality with continual weather changes, seasons and population increases. “Sharp needs to educate consumers about external factors which affect our health, and why air purifiers play a vital part in a healthy lifestyle for the household.

“Our core proprietary technology, Plasmacluster Ion technology is similar to an Ionizer but with both positive hydrogen ions and negative oxygen ions to deactivate airborne viruses, bacteria, allergens and mould spores by adhering to odours through static electricity.”

The Sharp KCA60JW air purifier features Plasmacluster technology, triple filtration system, true HEPA filter and large coverage area. AR

GAF CONTROL

”

Tim Kendall National Sales Manager

Heller Air Sense HAP120 Air Purifier

Heller’s air purifiers offer advanced purification and germ destruction technologies not previously available. A combination of five forms of filtration gives users peace of mind that it is achieving the best air purification results.

RRP: $299.95

GAF Control is confident that the Heller Air Sense air purifiers are well positioned to capitalise on the growing market. “With the advent of air purifiers, there are now non-medical/non-invasive means of dealing with the cause of allergies and asthma,” Tim Kendall said.

Kendall has seen increased interest in the category amid sneezing season and media hype around the asthma storm anomaly. “Uptake of our air purifiers has been solid since launch.”

However, there is an education job to be done.

With this in mind, GAF has created a consumer brochure and point of sale material to assist in store. “We see plenty of upside in the category and will continue to build a serious profile through the addition of new models and the application of technology,” he said.

Heller is the only portable domestic product in the Australian market to feature Titanium Dioxide (TiO2) technology, generally only found in larger and/or commercial air movement products.

Sharp KCA60JW Air Purifier

The Sharp air purifier maintains the right humidity level in the home with its sensor function.

When the room becomes dry, the humidifying function will release moisture into the air.

RRP: $899 64

Appliance Retailer February / March 2019

“With five-way air purification across the Heller Air Sense air purifier range, we bring a new dimension to the category. The Titanium Dioxide (TiO2) reacts with the UV-C light (oxidation) to destroy germs, bacteria and spores, leaving behind mostly just CO2 and water. Whilst UV-C light will kill bacteria, viruses and mould spores, the interaction of UV-C light with the TiO2 destroys any remains and oxidises them into harmless carbon dioxide and water,” Kendall explained.

The Heller Air Sense HAP120 air purifier with an RRP of $299.95 features five way air purification, an electronic touch control, change filter and UV-C globe indicators, night mode and air quality indicator. AR

FITZONE SOLUTIONS Maria Russo Director

The air treatment category is burgeoning with opportunity for FitZone. “The overriding factors impacting the traction and speed with which consumers are embracing the category are consumer awareness and retailer engagement,” Maria Russo said.

When asked about category trends, she believes there is greater awareness among consumers who better understand the benefits of this category with mass media commenting on events such as high pollen count/hay fever events, bushfire prevention burn offs and the corresponding poor air quality/breathing issues. “When it comes to the product, design is becoming extremely important,” she said.

Further growth of the category is also dependent on the sales staff. “As with any product, the more conversant and engaged in-store teams are with the category the more they will be able to translate that into meaningful, quality product solutions often with higher ASPs,” she said. “To this end, Beurer has produced consumer materials available at point of purchase.”

Beurer is always at the forefront of pioneering new technologies and continuing to redefine and enhance existing products, according to Russo.

“This has ensured an ongoing longevity across the air treatment category with brand new releases being complemented by clever enhancements on existing products.”

Philips Air Purifier Series 3000

The extra thick NanoProtect HEPA and AC filter in the Philips air purifier is designed for superior purification efficiency and lifetime against airborne particles.

RRP: $949

The LR200 Triple Filter Air Purifier with Ion technology has three levels of purification. AR

PHILIPS

Maggie See Marketing Manager – Garment, Air and Floor Care Philips has also seen exponential growth in the air purification category, despite it still being early days in terms of consumer awareness of benefits of indoor air purification. “This presents an opportunity to further educate consumers about factors that lead to poor indoor air quality and how they can improve this at home,” Maggie See said.

“There is a perception that Australia has pristine air, but according to the Environmental Protection Society, indoor air is often two to five times more polluted than outdoor air, caused by everyday triggers such as pollen, pet dander, mould spores and even harmful gases such as Total Volatile Organic Compounds (TVOC).”

Philips research reveals almost half (42%) of Australians are concerned about the quality of air they breathe, yet only a small fraction (5%) consider it the most important aspect of their home. See said brands in the category need to contribute to educating consumers on the reality of indoor air quality in Australia so they become better informed on how to manage it.

Beurer LR300 Triple Filter Air Purifier

With UV light technology, the LR300 air purifier features three levels of purification and UV light function. It is suitable for rooms measuring up to 56m2.

RRP: $399.95

The patented AeraSense, only found in Philips Air Purifiers, is a technology to watch. “It monitors and indicates the indoor air quality with a colour ring, to easily understand the air being breathed in at home. When indoor air quality changes, so does the colour ring,” she said.

The Philips Air Purifier Series 3000 features AeraSense – a colour ring indicator that gives users real time and PM 2.5 feedback. VitaShield combines sensors and a three-layer filter system to remove gases, ultra-fine particles and air-borne allergens at home. AR www.applianceretailer.com.au

65

AR WHAT'S HOT

Hisense Bottom Mount Silver 453L Refrigerator

The latest Hisense bottom mount refrigerator takes advantage of inverter technology, offering optimised cooling and ensuring ideal temperature maintenance, with a 4.5 star energy rating. Other features include a concealed touch control panel, electronic temperature control and Holiday Powersave function. These features are paired with reversible doors, easy-slide drawers, adjustable spill-proof glass shelves, large fruit and vegetable crisper and twist icemaker.

RRP: $1,399

Hisense: 1800 447 367

Euromaid 9kg Front Load Washing Machine

Euromaid has released a new range of front load washing machines with the flagship 9kg capacity in matte black. Featuring an inverter motor, longer motor life, more power, and a quieter wash cycle, users can choose from a selection of 15 programs and 12 minute quick wash program. There is also a time delay in one hour increments, large 330mm door opening, child lock and a control panel with touch operation.

RRP: $1,199

Glen Dimplex: 1300 556 816

Uniden App Cam Solo 4G Security Camera

Specifically designed for remote locations, such as farms and rural properties, as well as marinas and holiday parks, the new Uniden App Cam Solo relies on SIM based connectivity. Users connect to 4G via a SIM card using a data plan of their choice, allowing the App Cam Solo to be installed and operated where a Wi-Fi connection is unavailable. The 7800mAh rechargeable battery can be topped up during daylight hours with the solar panel accessory. There is up to 90 days of standby time and Thermo Sense Technology to eliminate false notifications from surrounding trees or branches.

RRP: $649.95

Uniden: 1300 366 895 66

Appliance Retailer February / March 2019

COMPANY INDEX AR COMPANY

PAGE #

READERSHIP GROUPS

Alcatel.................................................................................................................18 Begents ..............................................................................................................52 Belkin..................................................................................................................18 Bissell..................................................................................................................49 Bosch...................................................................................................................47 Breville......................................................................................................... 29, 38 Cleanstar.............................................................................................................51 De’Longhi.........................................................22, 26, 27, 34, 35, 36, 37, 56, 63 Dyson........................................................................................................... 48, 63 e&s..................................................................................................... 6, 12, 13, 14 Electrolux............................................................................................................45 Euromonitor.....................................................................................20, 44, 52, 62 Ecovacs......................................................................................................... 17, 51 FitZone................................................................................................................65 Fujitsu General............................................................................................ 53, 54 GAF Control.................................................................................................. 42, 64 GfK.......................................................................................................... 44, 52, 62 Glen Dimplex..................................................................................... 6, 41, 59, 66 Groupe SEB.........................................................................................................39 Harvey Norman....................................................................................................9 Hisense............................................................................................. IFC, 7, 16, 66 IXL Home.............................................................................................................60 Jura........................................................................................................ 10, 25, 33 Leading Edge Group.............................................................................................7 LG................................................................................................................. 17, 46 Miele...............................................................................................................8, 50 Mitsubishi Electric....................................................................................... 56, 57 Mitsubishi Heavy Industries....................................................................... 54, 55 Nespresso....................................................................................8, 19, 20, 21, 23 Nestle..................................................................................................... 24, 30, 31 Panasonic..................................................................................................... 41, 58 Philips.................................................................................................................65

Vornado...............................................................................................................61

DISCLAIMER This publication is published by The Intermedia Group Pty Ltd (the “Publisher”). Materials in this publication have been created by a variety of different entities and, to the extent permitted by law, the Publisher accepts no liability for materials created by others. All materials should be considered protected by Australian and international intellectual property laws. Unless you are authorised by law or the copyright owner to do so, you may not copy any of the materials.

The mention of a product or service, person or company in this publication does not indicate the Publisher’s endorsement. The views expressed in this publication do not necessarily represent the opinion of the Publisher, its agents, company officers or employees. Any use of the information contained in this publication is at the sole risk of the person using that information. The user should make independent enquiries as to the accuracy of the information before relying on that information.

All express or implied terms, conditions, warranties, statements, assurances and representations in relation to the Publisher, its publications and its services are expressly excluded save for those conditions and warranties which must be implied under the laws of any State of Australia or the provisions of Division 2 of Part V of the Trade Practices Act 1974 and any statutory modification or re-enactment thereof. To the extent permitted by law, the Publisher will not be liable for any damages including special, exemplary, punitive or consequential damages (including but not limited to economic loss or loss of profit or revenue or loss of opportunity) or indirect loss or damage of any kind arising in contract, tort or otherwise, even if advised of the possibility of such loss of profits or damages. While we use our best endeavours to ensure accuracy of the materials we create, to the extent permitted by law, the Publisher excludes all liability for loss resulting from any inaccuracies or false or misleading statements that may appear in this publication.

Winning Group.....................................................................................................9

Copyright © 2019 - The Intermedia Group Pty Ltd.

Reed Gift Fairs.....................................................................................................11 Samsung...................................................................................................... 16, 47 Sebo....................................................................................................................50 Sharp...............................................................................................................9, 64 Shriro..................................................................................................................59 Smeg............................................................................................................ 28, 39 Spectrum Brands................................................................................................43 Sunbeam...................................................................................................... 32, 40 Techtronic Industries......................................................................................7, 48 Teco.....................................................................................................................61 Uniden................................................................................................................66 Vitamix................................................................................................................42

www.applianceretailer.com.au

67

A TOAST TO THE PERFECT UNION OF BRITISH SPIRIT AND ITALIAN DESIGN Migrating Autumn 2019 smeg.com.au