site stats
KitchenAid supports major domestic appliances brand launch with national retail strategy |

KitchenAid supports major domestic appliances brand launch with national retail strategy

KitchenAid has launched its first experiential store in Melbourne and is planning a national physical retail rollout over the next year to support the launch of its major domestic appliances in Australia.

Speaking to CMO following the debut of the new proof-of-concept site in Melbourne, GM of marketing for Whirlpool Oceania, Liam Bryers, described the introduction of KitchenAid’s major domestic appliances locally as a three-year “labour of love” backed by significant retail and marketing investment.


Three hero products are initially being introduced from more than 120 SKUs: The Chef Touch sous vide system, Twelix three-in-one oven, and Fjord side-by-side refrigerator. These complement the well-established range of smaller KitchenAid products available locally, such as its iconic and highly popular stand mixer.

The Australian launch follows a similar launch undertaken in Europe a couple of years ago and according to Bryers, follows a similar brand and retail strategy.

“KitchenAid smaller appliances are iconic, and very well received in the market – you watch any cooking program, or talk to anyone passionate about baking, and they’ll have one of our smaller appliances on their kitchen bench,” he said. “We have our major appliances to match, so we’re bringing those in to give the KitchenAid lover the full experience in their home. Our range is designed to give the professional result, but at home.”

Bryers said the choice of appliances was based on offering a range that is unique, different and offers a compelling story.

“We wanted to create and have a story to connect with people passionate about cooking,” he continued.  For example, the Chef Touch System allows people to prepare food ahead of cooking, as well as preserve food via its vacuum sealing capabilities.

 

Inside the new Melbourne KitchenAid store
Category: Kitchenaid  Tags: ,  Comments off
You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.

Comments are closed.