RETAIL REPORT: BING LEE WELCOMES 180 GUESTS TO SIGNATURE SHOWROOM LAUNCH

Bing Lee welcomes 180 guests to Signature showroom launch

Bing Lee has held an event for 180 suppliers, customers, architects and designers, to officially open the Signature Appliances showroom in Willoughby on Sydney’s lower north shore. Signature Appliances is part of the newly created Bing Lee Premium Brands division, which also incorporates the La Cornue boutique in Surry Hills and Miele Centre in Drummoyne.

-BY EMILY BENCIC

The Signature Appliances showroom measures around 850 square metres, showcasing a selection of brands including Smeg, Neff, Miele, Asko, AEG, Electrolux, Westinghouse, Vintec, Fisher & Paykel, Bosch, Blanco, Franke, KWC, Falcon, Liebherr, Monolith, La Cornue, Falmec, Sirius, Capital, LG and Hitachi.

Signature Appliances Joshua Lee, Jasmine Lee, Yenda Lee, Jordan Lee, Lisa Lee and Lionel Lee (Missing: Jesse Lee)

Emily Bencic (Appliance Retailer), Chris Roberts (Zip), Rachael Williams (Arisit), Simon Taylor (Arisit), Tim Luce (Andi-Co) and Sam Zalin (Bing Lee)

A state-of-the-art demonstration kitchen is complemented by a wine/function room and 300 square metre outdoor deck with built-in BBQs and active outdoor cooking. The deck also doubles as a dining area for customers and for trade events.

The Signature team is led by Leo Lis who heads up the Premium Brands division and Alexis Lovell is the Willoughby showroom manager, bringing a strong track record of managing appliance showrooms across the country.

Bing Lee CEO, Lionel Lee explained that Signature Appliances is the culmination of a dream to expand into the premium appliance category around eight years ago.

Chris Coen (Electrolux), Ben Miller (Bing Lee) and Rob Butchatsky (Asko)

Darren Spencer (Narta), Kay Spencer (Narta) and Yves Dalcourt (Miele)

“First was the opening of the standalone Miele store in Drummoyne and second was the opening of the La Cornue cooking store in Surry Hills and now Signature Appliances is the third instalment in our push towards premium cooking – our version of premium cooking without all of the attitude,” he said.

“None of this would have happened without the wonderful support of our suppliers. Your brands provide the backbone on which we have formed our business and we always humbly acknowledge that. On behalf of my mum, Yenda, my wife, Lisa and my four kids, who I am proud to say all work within the business –we along with all of the Bing Lee team just say thank you.

Signature Appliances team led by Alexis Lovell (far left).

“I am extremely proud of the Bing Lee management team in creating this opportunity that has become Signature Appliances. As we push through our 66th year as Bing Lee we are always mindful of our past – where we have come from and the sacrifices that have been made – and we will always be grateful to our suppliers and our Bing Lee team members, because we would simply not have a business without them.”

Bing Lee general manager, Peter Harris thanked Lionel for supporting himself, Sam and the entire Bing Lee team to create a new brand a new experience, describing Signature Appliances as ‘the jewel in the crown’ of the Premium Brands division.

Chris Kotis & Tim Eu (Miele)

Chris Horne (Smeg) and Ben Miller (Bing Lee)

“We wanted to create a location experience that was homely, welcoming and inspiring. Personally, I feel like we have achieved that. I want to thank our designer, Sophie, head of the Premium Brands division, Leo and Sam who have put in a lot of work. Thank you to our manager Alexis and her team. I may be biased – but I believe we have the best people in our industry. I know Alexis and her team will look after everyone like they are a friend or a part of our family.

“You can build the best experience and the best showroom, but if you don’t have the people who are going to deliver that experience, you don’t have a business – so thank you.

Emer Zavaroni (Smeg) and Anita Savoldi (Bing Lee) with the famous Smeg parmigiano reggiano

“I also want to thank the magnificent Bing Lee team members who helped get this beautiful showroom open. I would like to thank the suppliers for their trust and confidence – we will not let you down. To the designers, architects, builders and developers, please make this your second home and bring your customers here. This is just the beginning for Signature Appliances – we expect this to be one of several showrooms and a lasting legacy of Bing Lee which has been in business for over 66 years. My wish is that Signature remains part of the retail landscape for another 66 years.”

Bing Lee merchandise and marketing director, Sam Zalin said there were a number of elements of the showroom that the team could not compromise on, not only for Willoughby but also future executions.

Sam Zalin (Bing Lee), Jo Edwards (Andi-Co) and Owen Holbourn (Asko)

“We wanted to create an appliance shopping experience that inspired customers while feeling inviting, comfortable and never intimidating – that was crucial. We wanted old fashioned and exceptional customer service and a team that were absolute experts in their respective fields. We also wanted to build a team culture that we could replicate across New South Wales,” he said.

“A huge thank you to our brand partners – you supported, trusted and believed in our vision from the beginning. You have invested in exceptional and unique displays that stand in their own right but also work in perfectly with the aesthetics that make it feel like one showroom.

Tom Douch and Bonnie Sudirwan (Smeg)

“We opened this showroom from keys to launch in three months which in this segment of the market is very difficult. I would like to thank Anita Savoldi who we brought into this business nearly three years ago to help open our new specialist appliance business. She was employee number one for Signature Appliances and we finally made good on our promise in November. She is now running Bing Lee marketing as well, so thank you Anita for your hard work.

“To the buying team – Ben, Gary, Claudine and Aryanny – for your hard work also – the right products, the right orders and the right range for our customers in this store. It would be remiss if I did not call out Leo – this man gave everything he had for this showroom and he is ready to start work on the next one.

Wayne Campbell (Smeg), Peter Harris (Bing Lee), Chris Horne (Smeg) and Leon Wolf (Smeg)

“To Alexis and the Signature sales team, as well as the Drummoyne team, it has been an absolute pleasure working with you for the last nine months to execute this showroom. You have all pulled together, delighted every customer and embodied the values of both Bing Lee and Signature Appliances and we are truly delighted to have you as part of the business.”