THE BUSINESS MAGAZINE FOR THE CE COMMUNITY / NOW IN ITS 20TH YEAR
Garment Care WHY HIGH PERFORMANCE IS MARRYING STYLE
RETAILER
APPLIANCE
APRIL 2016
Global Housewares Show KEY TRENDS AND PRODUCTS
Company Results
WHO ARE THE WINNERS AND LOSERS?
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LAUNDRY GROWS LARGER AND EMBRACES PREMIUM
HOME AUTOMATION HOW TO UNDERSTAND THE CONNECTED HOME
Online giants on the doorstep
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EDITORIAL 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
Why we can feel grateful for the Dick Smith demise
Managing Director Simon Grover Editorial Director James Wells james@intermedia.com.au Editor Claire Moffat cmoffat@intermedia.com.au Features Editor Kymberly Martin Journalist Emily Bencic General Manager – Sales Rod Riley rod@intermedia.com.au Art Director Alyssa Coundouris Prepress Tony Willson Production Manager Jacqui Cooper jacqui@intermedia.com.au Head of Circulation Chris Blacklock Subscriptions Ph 1800 651 422
Average Net Distribution per Issue: 6,153 CAB Publisher Statement Period ending 30th September 2015
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he karmic wheel of life within the consumer electronics industry turned a significant notch on Monday, March 14 when Ruslan Kogan, owner of Kogan.com.au, bought the highly contested Dick Smith online Intellectual Property. Fighting off a strong Chinese contender for the business, the investment by Kogan simultaneously kept the ‘iconic’ brand in Australia, while reshaping what we know to be the core industry dynamic: the sale of appliances to consumers. On a pragmatic front, it gives Kogan extra muscle for his IPO, mainly because it increases the number of sales on the books. By buying Dick Smith, Kogan has immediately turned into a bigger company, with the potential to sell itself for more. Kogan is a young man running a young business. At 32, his closest industry peer is John Winning who is around the same age and also the pioneer of a successful online business, Appliances Online. What marks these men apart from, say the former management of Dick Smith or the leaders at Woolworths who presided over millions lost in the Masters venture, is their contemporary approach to retailing. Kogan has no bricks and mortar (B&M)stores, while Winning has kept his family’s successful B&M footprint separate to the online division.
As Gen Y business executives Kogan and Winning are attracted to organisations where technology is at the forefront of the company’s ethos. Their generation wants to work for and build companies which embrace these new means of communication and implement them into business. Technology is an essential part of this generation’s day-to-day life and as they live and breathe online, they pull everyone they touch along with them into the future. Both Kogan and Winning also exemplify what it means to be an Australian entrepreneur in 2016. Kogan is a BRW Rich Lister who started selling televisions online from the garage of his parents’ house only ten years ago. Despite his heritage, Winning didn’t attend university and started selling vacuums door-to-door before launching The Big Brown Box, the precursor to Appliances Online. He is a serial winner of the Online Retailer of the Year Award. So, I believe there is the opportunity to be grateful at least, for Dick Smith’s demise and the IP sale to Kogan, because it takes an (albeit controversial) Australian entrepreneur out of the shadows.It gives others like him the encouragement to lead by building new business models and most of all, it keeps the industry ticking over.
Editor Claire Moffat cmoffat@intermedia.com.au
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Page 39 Volume 22 / Issue #3
CONTENTS
For those who appreciate German technology and quality, Braun introduces the CareStyle 5 ironing system. Whatever the ironing needs or expectations, the iCare technology offers smart textile protection by setting the right temperature, regardless of the type of fabric, to make ironing quicker and easier.
03 Editorial
What Kogan’s move means for the CE industry.
05 News
Page 48
28 Laundry Feature
39 Home Automation Feature
Where is the most talked about, emerging category heading?
47 Retail Rules
The importance of Average Weight of Purchase to retail growth.
14 On The Move
New roles deliver expanded opportunities.
15 Garment Care Feature
Why steam generators and ironing centres are helping to keep this delicate category on track.
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Appliance Retailer April 2016
48 New Appliances
A vacuum with the longest cordless runtime in Australia, an oven that makes cooking easier than ever, and more.
50 New Gadgets
From drones to sport earphones, these gadgets are in demand.
Thanks to its outstanding features and design, the Braun CareStyle 5 ironing system range has received the Plus X Award “Best Product of the Year” in its category.
Maximum load in minimum time. Suppliers identify the drivers of growth behind this healthy category as time-saving features become paramount.
The world’s first 3D BackGlide soleplate helps the iron glide effortlessly over zippers, seams, and buttons. Other features include the intuitive digital display, ten minute auto-off function, and easy lock system – making the CareStyle 5 ironing system the perfect choice for fast and efficient care of garments.
ON THE COVER
Amazon is here and it’s serious; innovation from the Chicago Housewares Show; Thermomix in trouble and an exclusive interview with US homewares chain, Williams-Sonoma.
Page 07
Awarded as the best
NEWS AR
They’re
BIG, online and here
Until two weeks ago, it was the word Amazon that made our industry retailers and suppliers skittish when it was mentioned. Now there is another disrupter on the doorstep. Claire Moffat reports.
W
hile our attention this year has been riveted on the Dick Smith downfall followed by the Masters dissolution, a foundation has been laid by an online competitor the likes of which the industry has never experienced. And there are more to follow. Amazon is presently talking deals with Australian consumer electronics and appliance suppliers and shopping for local warehousing sites. The threat posed by this online giant is so great that one of the country’s leading retailers, Wesfarmers Ltd, managing director Richard Goyder, believes that Amazon is the biggest threat to his stable of supermarkets and department stores. Speaking at the Retail Leaders Forum in Sydney in March, Goyder said Amazon will “eat all our breakfasts, lunches, and dinners” unless Australian retailers become more innovative and barriers to competition are removed. Meanwhile, if there was any doubt about the ambitions of Amazon, retailers only need to read the company’s mission, “To be Earth’s most customer-centric company where people can fi nd and discover anything they want to buy online.” But since Goyder’s presentation, the playing field has expanded further with the purchase of the Dick Smith Intellectual Property by pureplay online retailer Ruslan Kogan, owner of Kogan. com.au. He was able to outbid a keen group of buyers, including a Chinese entity, because over a decade he has made his business an extraordinarily efficient retail operation.
Kogan.com.au founder, Ruslan Kogan.
“To be Earth’s most customer-centric company where people can find and discover anything they want to buy online.” Until now, Kogan’s activities have been considered fringe to the mainstream operation of the consumer electronics industry. Like Amazon, Kogan doesn’t belong to a buying group, doesn’t get invited to mainstream supplier events and his products are sourced independently and badged eponymously. Nevertheless, it is quite common to hear consumers talk positively about their ‘‘Kogan” appliances. The ownership of the Dick Smith online business gives Kogan outstanding reach to a one million consumer database. This, combined with access to premium brands through the Dick Smith supply chain, makes him a serious threat to industry retailers. Over ten years, Kogan has built a unique supplier-bidding algorithm that lies at the heart of his business. Fraud detection and all dispatch are also handled
by algorithms. All of this development was done in-house and his algorithms and programs are all patented. Kogan has gone on the record explaining that, when a customer makes an order, no human is involved in any part of the process of fulfi lling it. “Then we realised that what we had built could apply across every retail category, not just electronic consumer goods,” he said. Unlike traditional bricks and mortar retailers, Kogan uses social media only for communicating with customers and solving their problems, rather than for marketing. He will now apply this strategy across the Dick Smith brand. Meanwhile, the deep concern Goyder voiced speaks directly to the customercentric models being planted locally by large online companies such as Amazon and Kogan. The giant bookseller now sells almost anything online, even allowing other retailers to sell their goods through Amazon, for which it takes a cut. AR
Anatomy of an Amazon
Amazon is the largest internetbased retailer in the US with a market capitalisation around US$300 billion, greater than the mighty Walmart. The company employs 97,000 fulltime and part-time employees worldwide. Amazon and more than two million thirdparty sellers offer millions of new, refurbished and used items in categories such as Books; Movies; Music; Video Games; Electronics and Computers; Home and Garden; Tools; Toys; Kids and Baby; Grocery; Health and Beauty; Clothing; Shoes and Jewellery; Health and Beauty; Sports and Outdoors; and Automotive and Industrial. While part of Amazon’s strength comes from being able to negotiate cheaper prices from big brands, its growth has been driven by its transformation from a pure online book retailer based in the US, to a global retailer with more than 480 million products sold in the US, including the addition of more than 235 million in the past 18 months.
www.applianceretailer.com.au
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THE GOOD GUYS MOVE CLOSER TO SALE
JB builds first Home store for Tassie locals BY EMILY BENCIC
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B Hi-Fi is investing up to $1.5 million in its first JB Hi-Fi Home in Tasmania. The store, expected to open in Invermay, a suburb of Launceston, in May, will also create 40 new jobs in both permanent and casual roles. The store will feature kitchen, laundry and home appliances alongside the traditional electronic offerings. Area manager John Parangi, said he was excited to open the store and lead the Launceston team.
“We are really looking forward to helping local customers with our famous low prices on a huge range of the latest in home entertainment,” he said. JB Hi-Fi operations director, Peter Green said opening a new store was a “proud moment” for the company. “The team will also undergo comprehensive customer service and product training to ensure the Launceston community receives the best of what JB has to offer,” he said.
BY CLAIRE MOFFAT
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outh African-based retailer Steinhoff International and The Good Guys (TGG) are believed to be in serious talks regarding a purchase of the company. Steinhoff owns furniture chain Freedom Group, bedding chain Snooze and discount furniture retailer Poco, and according to industry sources has been underwriting the buy-back of the The Good Guys joint-venture stores since the retailer announced the scheme in late 2015. TGG was also interested in acquiring around 20 former Dick Smith shops, which would lift the total number of corporate stores to around 120. TGG told Appliance Retailer that it couldn’t comment on media reports. Steinhoff has operations in more than 20 countries and emerged as one of the largest retailers in Australia two years ago after buying fellow South African retailer Pepkor Holdings. The company recently made an offer for UK electrical retailer Darty from France’s Fnac and last month it tried to trump Sainsbury’s bid for Home Retail Group. Market sources say Steinhoff is waiting for TGG to complete the buy-back of about 57 joint-venture stores, before it fi nalises a deal. TGG chairman, Andrew Muir, was believed to have been seeking at least $1 billion when he last entertained offers for the business.
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Appliance Retailer April 2016
Kmart and Target squeeze into one entity Wesfarmers chief of department stores, Guy Russo.
BY EMILY BENCIC
A
s part of a new strategy, Kmart and Target will merge into a single entity to deliver a “powerful” punch to Australian retail, according to Wesfarmers chief of department stores, Guy Russo. While Russo was speaking at a Retail Doctor Group breakfast in Melbourne in March, he told the audience that the Target turnaround project would get the same treatment that saw Kmart revived to the country’s most successful department store.
“If we can deliver, it’s going to be a very powerful 500-store network,” Russo said, adding “My challenge now is to raise both businesses up, and that will take some time. “But I guarantee one thing, if you are a competitor, you know you are in trouble because I am now both the sister and the brother.” While Kmart soared under a five-year turnaround strategy led by Russo, Target has struggled to win over customers since its peak in 2010. However, Russo reaffi rmed Wesfarmers’ position that there was room in the market for both retailers to thrive. “They are the perfect bookends and we are going to have more coming from both ends of the shopping centre,” he said.
as seen on www.applianceretailer.com.au AR
Dick Smith warranty claims honoured... The decision covers all warranties ever sold, including some 135,000 extended warranties. The director of sales for Southeast Asia, Hemaka Perera explained, “The closure of Dick Smith retail stores is unfortunate and we want to give our loyal customers the peace of mind we promised when they chose to buy products from Dick Smith.”
BY EMILY BENCIC
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he Warranty Group, which has exclusively provided extended warranty services for Dick Smith, will honour all claims sold by Dick Smith across Australia and New Zealand. This includes claims sold before and after the chain went into receivership.
EMPLOYEE APPLICATIONS FAST-TRACKED
Meanwhile, Flight Centre received a very strong response from affected Dick Smith employees for job openings around the country with the travel consultancy chain. Within a matter of hours, Flight Centre received hundreds of email responses, acting public relations manager, Laura Carlin, told Appliance Retailer.
The Warranty Group, director of sales for Southeast Asia, Hemaka Perera.
“We understand it has been a difficult time for Dick Smith employees and we are happy to support them by offering a number of roles to enable them to transfer their customer service and sales experience.” Best & Less, now run by former Dick Smith executive, Rodney Orrock has also called out to Dick Smith employees to help them fi nd other roles. Meanwhile, New Horizons Learning Centre also addressed Dick Smith employees on a LinkedIn post from its CEO that read, “It is very unfortunate that an Aussie icon has folded and jobs have been lost. New Horizons is looking for 13 sales professionals across Sydney, Melbourne and Brisbane.”
...While legal case erupts between Toll and Shenzhen TV
S
hipping company, Toll Holdings has been held accountable for thousands of televisions, worth $1.8 million, in Dick Smith warehouses. On January 5, the day of the retailer’s collapse, Chinese company Shenzhen MTC, demanded tht it hold delivery of the TVs in fear of not getting paid. However, two days later, Toll allowed Dick Smith’s cartage and container contractor to collect the shipment and take it to customs bonded warehouses. MTC’s invoiced price for the 14 containers was $US1.3 million ($1.8
million). In the Federal Court in Sydney, Justice Steven Rares found that MTC was entitled to claim damages from Toll for the loss of the goods, with the value of that to be assessed. Toll also brought MTC, Dick Smith and its receivers to court to settle the matter. It was decided that the TVs should go to Dick Smith. The company started buying electronics from MTC in late 2014 and 17 containers loaded with televisions, landed at Australian ports in late December 2015..
Choice calls for investigation into Thermomix explosions BY CLAIRE MOFFAT
O
ngoing reports of problems with exploding Thermomix models has prompted the consumer advocacy group Choice to ask the ACCC to intervene. This follows a recent incident involving a Perth woman, Danika Jones, who sustained second-degree burns to her chest, arms and stomach when the lid of her Thermomix flew
open while she was cooking dinner. “We have asked the ACCC to investigate the advice to consumers about how to safely use the product,” Choice spokesperson and head of content Tom Godfrey said. It appears that a faulty sealing ring in some TM31 Thermomix models is continuing to cause problems.
In 2014, the issue led to a listing on Australia’s national product recalls site, warning users not to switch to the lid-open position at high speed. “In rare circumstances, the potential product defect could lead to a scald or burn for the user if liquid or food splashes out of the mixing bowl,” the recalls site said. Thermomix owners are now posting social media shots of what they claim are burns from such incidents, as well as video of hot liquid spilling out of the bowl. “If you own an old model Thermomix and have concerns around the product’s safety, contact the company.” Godfrey said. www.applianceretailer.com.au
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AR NEWS
SLIGHT SALES RISE FOR WESFARMERS BY CLAIRE MOFFAT
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esfarmers delivered a 1.2% increase in the first-half, with profit reaching $1.39 billion, up from $1.38 billion in the same period last year, but behind the record $1.43 billion result in 2014. Sales rose 4.7% to $33.5 billion.
TARGET, KMART SHOW SIGNS OF RECOVERY
The department stores, which are undergoing a significant restructure, showed an improvement, with Kmart reporting earnings up 10.4% and Target producing a 5.7% increase on earnings on a 2% rise in sales. Wesfarmers also revealed a shakeup in management with Kmart and Target being trussed together in a new division under the leadership of veteran Kmart boss Guy Russo.
Strong Euro and Pound push Harvey’s sales up 8% BY EMILY BENCIC
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he 5.5% appreciation in the Euro and 16.1% appreciation in the UK Pound pushed up Harvey Norman global sales, excluding Singapore, by 8% to $3.33 billion for the six months ended December 31, 2015. Like-for-like sales saw an 8.7% rise when compared to the previous corresponding period. Net profit after tax was up 30.7% to $185.51 million. Northern Ireland was the star performer for the group with a sales increase of 35.5%, followed by Ireland with an 18.9% increase. Meanwhile, Australian franchisees recorded the third year of like-for-like sales growth since January 2013.
Harvey Norman chairman, Gerry Harvey said, “Harvey Norman is a homemaker, lifestyle and connected home retail concept and the appeal and strong positioning of the franchise offering is apparent in these results today. Our brands continue to focus on providing customers with the right products in the right environment whether that be in-store or online, and to deliver a seamless experience.” The healthy result was attributed to the strong 2015 Australian housing market. This was coupled with cheaper petrol prices, low interest rates and increased household wealth. Harvey Norman executive chairman, Gerry Harvey.
BUNNINGS FLEXES MUSCLE
The home improvement division, Bunnings, continued its perennially strong performance with revenue growth of 10.9%, while Officeworks was not too far behind, with sales up 9.1%. Overall earnings across the retail business grew by $182 million, a result which was almost entirely eroded by the $158 million earnings slump in the much smaller industrial and resources division.
Woolworths reports its first loss in 23 years
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oolworths booked a $1.9 billion write-down for Masters home improvement with a 176% decline in net profit to a $972.7 million loss. Earnings before interest and tax fell by 190.5% to a loss of $1.79 billion, although total group sales only declined 1.4% to $32 billion.
Woolworths will acquire Lowe’s 33.3% interest in Masters and in the second half of FY16, while additional estimated restructuring costs are expected to be up to $80 million. Woolworths also announced the appointment of its new managing director, Brad Banducci.
SURPRISE LIFT IN SALES FOR MASTERS... Woolworths newly appointed managing director, Brad Banducci. 8
Appliance Retailer April 2016
BY EMILY BENCIC
Masters’ sales for the half year ended January 3, 2016, increased 23.4% to $623 million. However, loss before interest and tax increased by 22.9% to $137.9 million. This has been attributed to the sales performance of the original format stores, the impact of clearance activity and
category mix on gross margins and higher costs associated with new store openings.
...AS BIG W SUFFERS SALES SLIDE
Challenges in the entertainment category, including lower tablet sales and an ongoing decline in DVDs, although offset by a strong performance in gaming, have been cited as contributing factors to Big W’s 3.9% sales decline. They fell to $2.27 billion and conservable 38.7% tumble in EBIT to $67.3 million from $109.7 million. A cost reduction exercise is underway to improve profitability and the company’s marketing spend will transition toward digital via social media, viral marketing and blogging.
as seen on www.applianceretailer.com.au AR
Breville lifts global profit, re-engineers executive team BY CLAIRE MOFFAT
B
reville’s North America and UK operations led profit growth in the company’s half year results. Its reported revenue increased by 30.8% to $151.8 million compared to the prior corresponding period. US revenue was driven by sustained growth in the core categories of beverage and cooking from new and existing products. However, the company said that the Australian and New Zealand (ANZ) segment had a “challenging” half year. Revenues of $138.8 million were 2.8% lower than 2015 and EBIT decreased by 30.7% to $11.3 million due to a stronger US dollar. This was only partially offset by price increases, a positive sales mix shift to higher margin Breville designed and developed products, and cost efficiency savings. CEO, Jim Clayton explained, “We are currently working on a number of initiatives to improve the future profitability of our ANZ business. The benefits will become evident in the second half of the 2016 financial year.” Two global heavyweights have been headhunted into the Breville Group to aid with the company’s ‘strategic
The company said that the
Australian and New Zealand (ANZ) segment had a
“challenging” half year. transformation’. The role of Breville marketing manager has been re-engineered and absorbed into a new position badged Global Go-To-Market Officer. Cliff Toring will fill the position and be based in Sydney. His most recent role was VP Global Brands director consumer for Nike. Breville’s new COO, Mark Payne, will be based out of Los Angeles. He has over 25 years of experience managing operations for global product companies, including Cisco and Compaq.
SHRIRO ON GROWTH PATH BY JAMES WELLS
S Breville Group CEO, Jim Clayton.
Electrolux ANZ the star performer in 2015 results focus on the most profitable product categories. Price increases also contributed to organic sales growth of 2.2%. President and CEO, Jonas Samuelson said that two of the company’s most successful launches were a new family of appliances in Australia under Electrolux President and the Westinghouse brand and a CEO, Jonas Samuelson. new washing machine, myPRO, adapted for smaller businesses. In Asia/Pacific, the company took BY CLAIRE MOFFAT actions to exit unprofitable segments and categories in China. At the same lectrolux AB reported strong time, it said it was “encouraging to note results for its Major Appliances and that Australia, its fourth largest market, Professional Products division in the 2016 continued to generate good earnings Annual Report with operating margin and margins.” up 3.9%, excluding costs related to the The company’s European operations uncompleted GE Appliances acquisition. showed organic growth driven by higher The company said that while weak volumes and an improved product mix demand in emerging markets had impacted while savings contributed to earnings. The earnings, all business areas showed mixed US market remained healthy and demand improvements during 2015 as a result of for appliances increased by more than 6%. launches of new products and a strong
E
Shriro CEO, Mike Westrup.
hriro has reported revenue of $186.3 million for the 12 months to 31 December 2015, in line with its prospectus, despite the decline in the Australian dollar. Revenue from the consumer products division grew by 8.6% to $100.1 million, driven by strong sales of Casio G-shock watches and Altise heater sales. The Kitchen Appliances division contributed $86.2 million, although a flat year-on-year result and 7.1% below the forecast in the company prospectus. According to the company’s results, while the Blanco sink business performed well, the division was adversely impacted by a change in distribution. CEO Mike Westrup told Appliance Retailer that one of the highlights for the business has been the performance of the Omega brand with sales up 12% on the year prior, alongside growth from Blanco and Robinhood. The Neil Perry by Omega cooking range is performing well under an exclusive ‘pro forma agency’ arrangement with Harvey Norman, according to Westrup. He also said the company has new products in the pipeline, with a barbecue range expected to be first off the rank. “In terms of acquisitions, housewares are attractive to us. We tend to buy broken-down companies and brands, realise cost-savings and reconstruct them. We are approached monthly, but apply strict rules to any potential deal,” he concluded. www.applianceretailer.com.au
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Premium homewares retailer puts more than heart into customer service
Williams-Sonoma Bondi Junction.
The Williams-Sonoma chain is built on the vision of founder Chuck Williams – with a focus on premium quality, artisanal craftsmanship and innovative design. Emily Bencic spoke with local managing director, Evan Hutton.
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Appliance Retailer April 2016
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S homewares retail giant, Williams-Sonoma is eager to set itself apart from its competitors, including specialty chain, Peters of Kensington and department stores, Myer and David Jones. The company has carefully selected a handful of small appliance products, including Breville blenders, kettles and juicers; KitchenAid toasters, food processors and stand mixers, as well as select Nespresso coffee machines, as part of its premium offering. The company strives for a unique experiential in-store format by hosting date nights, corporate team building exercises and hen’s parties, alongside cooking classes in its Bondi Junction store – home to the fi rst ever Williams-Sonoma Cooking School. “It’s a unique space in which to stretch your culinary skills and we love sharing our knowledge and passion for entertaining friends and family,” Australian managing director, Evan Hutton explained. “We invite customers to book in for a class with our chef, so we can show them how to master anything from pasta, pho (noodle soup), or baking a birthday cake. It’s a really fun, hands-on experience no matter what skill level they have.
“We host live demonstrations regularly, show customers how to use products, and invite shoppers to touch, feel and taste our products,” Hutton said. She also noted that the company invests in displays that help bring collections to life and enable customers to envision how pieces will look in their own home. The team of in-house designers means an array of products are exclusive to Williams-Sonoma stores or websites. “We have a truly unique mix that can’t be found anywhere else. In particular, we are seeing strong demand for health-focused products, including our range of Spiralizers and Vitamix blenders, which are perfect for anything from green juices to ice cream. The classic Le Creuset cookware is a real design classic and kitchen must have, while our signature Williams-Sonoma Goldtouch bakeware is always in high demand,” Hutton said. “Trends remain focused on quality and timelessness. Our customers are ‘mad’ for copper, and pastels continue to be a strong trend. We offer customers a mix of price points, but all products retain the high quality imperative to the Williams-Sonoma brand,” Hutton added.
Williams-Sonoma Australian managing director, Evan Hutton.
Williams-Sonoma Cooking School.
The company also collaborates with local artisans, makers and bakers and invites them in-store to share their products and skills with customers to keep stores “fresh and exciting.” “A great example is the chocolate dessert brand, Nectar & Stone (N&S) pop up that has been so popular in Chadstone, located approximately 18km south-east of Melbourne’s CBD. N&S founder, Caroline Khoo does not have a shopfront, so we have invited her to our store on a number of occasions to sell directly to her customers. It is a natural extension of our brand because we are inclusive, and pride ourselves on evolving to keep the offer interesting for customers,” Hutton explained. Williams-Sonoma has three stores in Australia, one in Bondi Junction in Sydney’s eastern suburbs, one in Chatswood, approximately 11km north of Sydney’s CBD and Chadstone, together with a strong online store. According to Hutton, this means the company can deliver to any home within Australia. “We are focused on connecting with our community, which means inviting customers to come in store and experience Williams-Sonoma fi rst hand. Collaborations are a key part of driving awareness, together with working with media, influencers and being active within social media,” she added. AR
How Williams-Sonoma Inc CEO will deliver results The fourth quarter results for Williams-Sonoma released on Wednesday, March 16 were disappointing for the company and weighed down by a decline in a metric, combining same-store and e-commerce sales at its Pottery Barn brand. For the quarter ended January 31, Williams-Sonoma posted US$141.1 million in profit and per-share earnings of US$1.55, compared with profit of US$147 million in the year-earlier period. Revenue rose 2.9% to US$1.59 billion. Analysts surveyed by Thomson Reuters had forecast quarterly per-share earnings of US$1.58 on US$1.62 billion in revenue. Meanwhile, the company that also owns West Elm and its kitchenware retail brand, announced a new US$500 million stock repurchase program. Even though comparable-brand revenue (a metric that tracks same-store sales and online sales) rose 0.8% overall, it fell 2% at Pottery Barn, which is the company’s largest source of revenue. West Elm notched 13% growth, and comparable-brand revenue rose 0.9% at Williams-Sonoma. At the PBteen brand, it fell 12% after rising 3% in the year-ago period. CEO Laura Alber explained, “In 2015, we delivered top and bottom line performance within our guidance ranges despite a challenging end to the year. We are reporting record revenue and earnings per share for the year as a result of the strength of our portfolio of outstanding brands, our balanced, multi-channel model, and solid execution.”
Alber said that disciplined management enabled the company to meet its commitments as it adjusted to an evolving consumer and competitive landscape. “Our brands are highly aspirational and relatable at the same time while creating a platform for growth.” “Entering 2016, we believe we have the opportunity to strengthen our competitive positioning including our product, service and value proposition for our customers, which will allow us to profitably grow market share. We are making important changes to the way we do business. We are re-asserting our product leadership, revolutionizing our approach to inventory, transforming our marketing, and changing our approach to real estate and the store experience.” Alber concluded, “Today, we are reiterating our long term outlook of revenue growth in the mid to high single-digits and earnings per share growth in the low double-digits to mid-teens. We are focused on leveraging our market leadership and talented teams to execute our strategic initiatives and to deliver profitable growth and sustainable returns for our shareholders.” Meanwhile, analysts say that Williams-Sonoma appeared poised to follow in the steps of other retailers like Target and Procter & Gamble with executives saying they planned to eliminate products in hopes that a simplified selection would improve order fulfilment for customers.
www.applianceretailer.com.au
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Housewares trends: connected, fresh and personal
nternational Housewares Association’s trend forecaster, Tom Mirabile was key presenter at the 2016 International Home + Housewares Show in Chicago in March. Claire Moffat reports. “It has never been more important to view consumers in three dimensions. Today’s housewares consumer is multifaceted, and embracing change is crucial,” Mirabile explained. Also senior vice president, global trend and design for Lifetime Brands Inc, Mirabile engaged show attendees with the delivery of his annual trend seminar entitled, ‘The New Rules of Engagement’. “Ultimately, the best innovations come from a really deep understanding of who the consumer is and what problems they have that you can solve,” he said. “Everything we do has to come from a problem-solving centre.” Mirabile’s insights were focused on his 10 New Rules of Engagement, which are outlined below:
Kitchenaid was a major participant at the Show’s Cooking Theater
1. KNOW YOUR AUDIENCE
Younger and older generations are dominating the economy, but most importantly, children are actually influential consumers, and it’s important to look at Generation Z (ages 7-20) as the next adult generation. This group considers themselves foodies and is culturally diverse and entrepreneurial. Mirabile also pointed out that the oldest of Generation Y is turning 40 next year, “a far cry from the common perception of Millennials as 20-somethings who live with their parents”. As for Baby Boomers, they have “shattered stereotypes” of what it means to be over 50 today. “Older age does not mean dated design nor does it mean inactive lifestyle,” he observed.
2. CREATE DESIRE
Consumers today want to live in smaller homes, but want to live larger in those homes. They crave originality, personalisation and for the first time in a while, indulgences. This may be because people are generally taking care of themselves more and feel they can indulge once in a while.
3. INSPIRE THE MAKERS
The maker movement is huge, and “for the maker, skills equal status,” Mirabile shared. To this group, restaurants serve as inspiration, but he said “simplicity is always the key.” 12
Appliance Retailer April 2016
Housewares trends expert, Tom Mirabile said it has never been more important to view consumers in three dimensions.
4. GET PERSONAL
Mirabile maintains that, “We have never had the opportunity for the type of growth in gifting that we have today.” There is a giftable occasion for housewares at all times of the year, and it is up to retailers and manufacturers to help make it relevant and accessible to consumers.
5. GET HEALTHY
In the past, being healthy meant something you had to do, it was focused on the physical, and it was more of an idealised goal that few could reach. Today, being healthy is something you want to do, it is balanced between physical and emotional, and it is more realistic for all.
6. SELL EXPERIENCES
Consumers are searching for new trends in baking as it moves from sweet to savoury, enquiring into how to bring restaurant trends home and easy ways to stay healthy in body, mind and soul. Casual experiences are on the upswing, as the trend in single-bowl meals illustrates.
7. STAY ON TREND
It can be challenging to keep up with the latest trends, but it is important, especially in housewares, because it provides the opportunity to meet a new need or also repurpose existing products for a new trend. Home distilling, breadmaking, home butchery, local sourcing, homemade snacks, ancient grains and grilling (year-round and health-driven) were highlighted.
8. GET SOCIAL
Give people content or experiences they can share on social media, and keep in mind that pictures are just as valuable, sometimes more, than words.
9. LIVE IN THE FUTURE
“I think in the past we used to think about innovation as something that trickles down,” Mirabile added. “Now it gushes out.” The future is about convenience and anything that saves consumers time, something no one can buy. This can be as high-tech as a robotic cleaning device or as low-tech as a food preparation kit that is delivered to your door.
10. EMBRACE CHANGE
Whether it’s omni-channel retailing, mobile applications or lifestyle trends, Mirabile’s advice was simple: “Embracing change is crucial to success.” AR
FROM ROBOT PANCAKEMAKERS TO ANDROID COOKERS
T
he March 2016 International Home + Housewares Show was sold-out with exhibitors from 47 countries attending. It featured a rebranding of the Show look and a relocation of Discover Design to the North Building. International Housewares Association president and CEO, Phil Brandl said, “We are very pleased with US and international buyer attendance, which were a virtual match with last year’s record numbers. “This is positive given the recent retraction at retail and the strength of the US dollar, which makes exporting more difficult. “2016 was a year of substantial transition with the complete rebranding of the Show to the ‘It’s SmART’ theme and graphics, along with the re-categorization and location of the Discover Design Expo to a new area,” Brandl added.
2
1
WI-FI MULTICOOKER
The $600 Gourmia Wi-Fi multicooker runs on the Android operating system, and can cook pasta and rice, steam vegetables and knead dough, plus chop, whip and puree like a food processor. The Gourmia even features a 7-inch LCD screen and links to Wi-Fi networks to look up recipes online and deliver instructions to the cook.
STOREBOUND PANCAKEBOT
Who wouldn’t want the $300 Pancakebot, which not only draws an endless variety of edible pancake shapes, but also cooks what it stencils on its own electric skillet? The US appliance retailer, Storebound, said it has begun shipping a final version of the appliance and it will be available in May.
3 POWER BLENDER
KitchenAid debuted the most powerful blender in the market. Scheduled for availability in May, the Pro Line Series Blender is launching exclusively at Williams-Sonoma. It features a 3.5 Peak HP motor, a self-cleaning cycle and dual-wall Thermal Control jar that quickly heats blended ingredients in as little as four minutes, stays cool to the touch and retains the temperature for hot soups and sauces.
4
APPLIANCE RETAILER HAS CHOSEN THE FIVE NEW PRODUCTS THAT IMPRESSED US AT THE SHOW
COUNTERTOP INDUCTION OVEN
Panasonic is boasting the world’s first Countertop Induction Oven which combines proprietary induction and double-infrared heating technologies to quickly grill, bake, toast, and re-heat. It requires little or no preheating, resulting in perfectly cooked meals.
5 PURIFICATION SYSTEM
GreenTech Environmental previewed pureWash Pro, a next generation laundry purification system for the home, using patented technology to activate wash water with oxygen. This eliminates the need for hot water and dramatically reduces the use of detergent, bleach and softeners to disinfect and soften laundry. www.applianceretailer.com.au
13
AR NEWS
| On the Move | There have been some high profile promotions this month as a couple of industry stalwarts relocate into positions in new companies. In a positive sign, both Brother and Smeg have created new roles to accommodate these staff additions. AIRTASKER Former Dick Smith chief information officer Paul Keen has landed a role as the chief technology officer for online outsourced tasks marketplace Airtasker. Keen was with Dick Smith for two years, after working as head of software development at Salmat Digital.
BROTHER Robin Tang has moved into the new role of senior marketing manager at Brother International Australia. Tang brings nearly a decade of experience in marketing with him to this new position, having previously worked at Acer, Fujitsu and most recently, Dell.
ELECTROLUX Chantelle RamirezReynolds has become product portfolio manager SDA Electrolux Home Products. She joined in 2014 from Dun & Bradstreet, to become national BDM consumables and accessories. She will continue to retain that position along with her new role. 14
Appliance Retailer April 2016
EUROSTYLE GROUP Leo Vignone has re-joined electrical appliance company, the Eurostyle Group as national brand development manager in Melbourne. Vignone most recently worked at Betta Home Living Epping, Victoria for four years and Retravision for two.
MAXWELL Brendan Lee has moved to event organiser Comexposium Australia as head of marketing, content and programming - APAC. He was previously marketing manager for photographic accessory supplier, Maxwell International Australia for around five years.
SMEG Arthur Banbas has taken up the new role of national account manager SDA for Smeg Australia. He previously worked for De’Longhi Australia for seventeen years, spending the last two as national sales manager for Kenwood and Braun.
Glem Gas opts for Prestige Prestige Distributors, owned by Jean and Tony Rowson has been selected by Glem Gas as the new sales agents for the Emilia and Glem brands in Western Australia, effective this month. Prestige replaces Acton Marketing which had handled the WA business for Glem Gas for the past seven years. “Prestige is an experienced operator representing some of the world’s most reputable electrical brands including Transtherm and Vintec refrigerated wine cabinets,” David Gilmore, Glem Gas Australasia, managing director (pictured above) explained. “They are passionate about quality brands, and have taken an interest in our extensive offering of Italian made cooking appliances. I’m confident WA retailers will experience a very high level of service from these two industry professionals.” Gilmore added that Acton Marketing would continue to represent the company’s brands in South Australia. “We appreciated the fine work of Peter Neville and Acton Marketing which has represented us in WA for the past seven years,” Gilmore said. AR
FEATURE
GARMENT CARE OUTLOOK | TRENDS | RESULTS AND RANGES | PRODUCT GALLERY | FROM THE FLOOR | PROMOTIONS
AR GARMENT CARE
OUTLOOK
Putting the gloss back into garment care BY KYMBERLY MARTIN
T
he Garment Care market is one of the largest within the Small Domestic Appliance category with a $58 million value share in 2015. However, a decline of 2.7% from 2014, reflects a downward trend that began in 2009. This fall is attributed to consumers purchasing non-wrinkle fabrics and opting for a more casual wardrobe. Traditional irons still dominate the category with steady sales and a market value of $44.79 million. Data from Euromonitor revealed volume sales for irons fell by 4% in 2015 but steam generators/ironing systems
enjoyed more widespread acceptance, despite growth also slowing in 2015. Industry sources have suggested that the reason for the slowdown in sales could be attributed to their large size and the perception that these appliances are complex. Because ease-of-use is a major selling point, sales for traditional irons remain the preferred customer choice due to their compact size and simplicity. Euromonitor data also indicates that the average selling price for irons increased by 7% in current terms in 2015, led by the shift towards steam generators which have a significantly higher unit price than traditional irons. However, this unit
price growth was tempered by the fact that there is little reason for consumers to trade up to more sophisticated models when replacing traditional irons. Meanwhile, manufacturers like LG, Samsung and Electrolux are continuously including crease-resistant features in tumble dryers. Therefore, volume sales are set to decline at a Consumer Annual Growth Rate (CAGR) of 3% over the forecast period. Polarisation will remain, with sophisticated consumers looking for high-quality irons while demand for economy units will be driven from the price-conscious consumer. AR
It’s all about
TRENDS
SAVING TIME
A
Lisa Buscomb – Sunbeam.
ccording to Sunbeam’s analytics, nearly 60% of consumers do no research before coming into a store to buy an iron. So staff knowledge is vital, product marketing manager, Lisa Buscomb said. “It is essential to know why the consumer is purchasing a new iron and how they like to iron, then it will be easier to match the right iron for them.” Buscomb said the key points to consider are: What type of clothing is ironed most? Is the weight of the iron a factor? Is the consumer looking to iron one or two items in a rush or spend time batch ironing? Finally, is the consumer susceptible to forgetting to turn the iron off and has to go back and check? Groupe SEB managing director, Wivina Chaneliere confi rmed that there was little growth in the garment category in 2015. This leads players in this market to tap into consumer needs and highlights brand heritage and equity. “As the demographics are changing, so are their ironing habits and Tefal is
Wivina Chaneliere – Groupe Seb.
committed to ensuring the evolution of product development for the category is in line with these changing consumer needs and habits.” Further, Chaneliere said, as with classical small domestic products “consumers are looking for time saving solutions and nesting at home.” Steam generators continue to be a trend in the category however, with consumers wanting to trade into a linen care product that is high performing and easy to use.
“Many consumers think they have purchased a steam generator only to be disappointed by the outcome,” Wivina Chaneliere, Groupe SEB.
Eleanor Moss – Braun.
Chaneliere said there has been a rise in the number of steam irons resembling a steam generator that are damaging the category from both a price perspective and the consumer experience. “Many consumers think they have purchased a steam generator only to be disappointed by the outcome. “The real threat here is consumers trading down and not buying into the category in addition to negative word-of-mouth,” she said.
Liana Calandra – Spectrum Brands.
Garment steamers are defi nitely gaining in popularity with consumers, Braun category marketing manager, Eleanor Moss told AR. “People are looking for quick and easy solutions which don’t damage fashion clothes.” Overall, the category enjoyed spikes in growth during April/May 2015 followed by another peak in December sales, Moss said. “Ironing systems or steam stations have remained at around 23% of the category with steam irons on a 77% share.” The opinion from Russell Hobbs is that despite minimal growth in the garment care category, company sales volume has grown. “This is a result of continuing to build brand credibility through media exposure and consumer product reviews,” Spectrum Brands product manager, home appliances, Liana Calandra said. “Through extensive research we know that most consumers see ironing as an evil necessity, albeit essential for everyday living. And the most annoying things consumers complain about are not being able to remove wrinkles, burning fabrics and time required to complete the dreaded chore.” Taking this into account, the company has launched the Russell Hobbs Smooth IQ collection which hits stores in time for Mother’s Day selling.
AR GARMENT CARE
Research shows that nearly 60% of consumers do no
research before coming into
a store to buy an iron so staff knowledge is vital.
Tom Paltridge – Philips.
Over at Philips, category trends are very much based on consumer behaviour and preferences. “There has been a spike in interest from ironing to steaming for either delicate clothing, touch-ups or refresh of previously worn clean garments to get rid of creases,” Philips senior marketing manager, personal health, Tom Paltridge noted. “The growth of steamer ironing systems offers more opportunities, as households are looking for alternative ways to take care of their clothes.”
“The growth of steamer ironing systems offers more opportunities, as households are looking for alternative ways to take care of their clothes,” Tom Partridge, Phillips A more recent entrant into the ironing space is Glen Dimplex with the launch of the Breeze range in late 2015. However, it’s “too early in our Garment Care venture to observe any trends”, product marketing co-ordinator, Stacey Pogorecki said. “We are however, conducting home trials to gain feedback fi rst hand from the consumer.” Victoria is the best performing state, followed by New South Wales. “The majority of our major retailers have large store offerings in these two states,” she said.
Belinda Toner – Panasonic.
Time poor consumers are increasingly choosing irons that allow for quicker and more effective ironing incorporating functional design and powerful steam, according to Panasonic product marketing manager – small appliances, Belinda Toner. “Safety is also of paramount importance and Panasonic steam irons switch off automatically when left unmoved or knocked over,” she said.
Rachel Lewis – Miele.
Stacey Pogorecki – Glen Dimplex. 18
Appliance Retailer April 2016
As Miele sees it, the priorities for consumers are convenience, ease-of-use and optimal care ironing outcomes. With this fi rmly in mind, Miele developed the FashionMaster steam ironing system that delivers professional results at home. “Aside from Miele, no other brand is able
to offer a complete laundry system that takes that sense of convenience an extra step forward,” product manager laundry care, Rachel Lewis said. GAF Control national sales manager, Michael Carroll said when it comes to irons, consumers are always on the lookout for affordability, quality, ease-of-use and efficiency. “The technology has advanced over the years as models become more economical
Michael Carroll – GAF Control.
with improved, practical features that get the job done quickly.” However, he added that traditional design still dominates the market. GAF will launch new products in 2016 with details still to be confi rmed. The ‘one temperature’ concept in ironing has created real interest among consumers on social media. In particular, Kambrook. senior category manager, Nancy Humphreys, said it solves the common confusion over which setting is best suited to which fabric as well as addressing concerns of burning or marking of clothing. “Safety and performance are what consumers want from garment care products along with powerful steam output, simple functions and lightweight design.” AR
AR GARMENT CARE
RESULTS AND RANGES
Faster, easier design functions
Braun Steam Station CareStyle 5 Pro IS5056BK.
Sunbeam SR6851 Verve Max Glide.
S
unbeam refreshed its core range of ProSteam and Verve traditional irons in late 2015, with new features, updated graphics and packaging. One of the key features on the SR6 and SR7 irons was the Safe-Store indicator that changes from (hot) red to (cool) black for safer handling and storage. In the fi rst-half of 2016, Sunbeam is releasing the HiLo adjustable tabletop ironing board, making it ideal for smaller households and where space is limited. Braun is bringing Garment Care to the hero category party in 2016 with a renewed focus on the company’s innovative CareStyle 5 steam stations range. Category marketing manager, Eleanor Mosssaid that the CareStyle 5 steam stations use the world’s fi rst 3D BackGlide soleplate. “The rounded and bevelled edges help the iron glide effortlessly, even backwards, over zippers, seams, buttons or anything it meets along the way.” The advanced Pro models also provide an additional Turbo mode function to easily iron fabrics like jeans and linen. According to Moss, this commitment to excellence has been rewarded. “Thanks to its outstanding features and design, the Braun 20
Appliance Retailer April 2016
Groupe SEB Pro Express Total Control Steam Generator GV8962.
CareStyle 5 ironing system range has received the Plus X Award ‘Best Product of the Year’ in its category.” “Tefal prides itself on innovation with the Durilium soleplate and high pressure ‘micro boilers’ for its Steam Generator range,” Wivina Chaneliere said. The patented technology on the Durilium soleplate delivers superior
“ In the first-half of 2016, Sunbeam is releasing the HiLo adjustable tabletop ironing board, making it ideal for smaller households and where space is limited,” Lisa Buscomb, Sunbeam. glide and efficient ironing due to the active steam holes on the edge and in the heart of the soleplate. The addition of Palladium technology creates a non-stick surface that repels dirt and grime, to the point where a plastic bag melted onto the soleplate can be simply wiped off.
Steam Generators are also part of Tefal’s core business strengths. The trend towards apartment living and compact products that are easy to store have become increasingly important to consumers. Taking this into consideration, Tefal has developed a high pressure ‘micro boiler’ that has made the Steam Generator technology a smaller and lighter unit. The Actis Steam Generator with the micro boiler technology is the most affordable and compact high pressure and fast heatup steam generator on the Australian market, Chaneliere said. The new Russell Hobbs Smooth IQ collection has utilised innovative technologies to prevent creases, leaving a smoother result and easier ironing with a key feature being its ‘wrinkle defence system’. According to Liana Calandra, this is achieved by infusing softening agents into the soleplate to condition fabric while ironing to “help reduce friction and allow for smooth, anti-static results”. The high grade ceramic soleplate offers 46% improved glide-ability compared to the company’s 18940 model iron. There are two models in the range, the Smooth IQ Pro and Smooth IQ Plus, retailing for $119.95 and $99.95 respectively.
Bonus $60 EFTPOS Cash Card* Purchase a Braun IS5056BK Steam Station and receive a $ 60 EFTPOS Cash Card, via redemption.* Starts March 15, 2016 – Ends May 15, 2016.
STEAM IRONS
Perfect for occasional or small loads of ironing
Freemove
(FV9965) Tefal Innovation ... no cords attached. Break free and discover the freedom of cordless technology!
STEAM GENERATORS Cuts ironing time in half and grows your business
Express Easy Control (GV7556): A Tefal legacy with all the upgrades ... the previous #1 Steam Generator in Australia is back!!!
Ultimate
(FV9604) Powerful, delivering outstanding ironing results ... Ultimate speaks for itself!
Actis
(GV6340): The smallest high pressure steam generator with Micro-Boiler Technology. Don’t be fooled by the impersonators.
NEWSFLASH!
In 2015 the Linen Care category grew, driven by Tefal’s 13% growth*. Join the winning team as Tefal continues to focus on driving Linen Care in 2016 with these winning solutions … *Source: GfK, Jan - Dec, 2015
GARMENT STEAMERS Pro Express Auto Control
(GV8962) Upgraded model of Australia’s #1 Steam Generator in the $300-$400 price point.
Crease-free, refreshed garments generating incremental sales Access Steam
(DR8085): Handheld garment steamer … your easy, convenient ironing partner.
Master Valet
(IS6300): One handed effortless steaming thanks to Tefal’s patented roll and press features.
AR GARMENT CARE
Russell Hobbs Smooth IQ Pro. Panasonic has released two new models, the 360° Quick Irons with a radical soleplate design the company claimed is unique to the market. The irons offer a curved, double-point soleplate and ergonomic design for quicker and more effective ironing in any direction that prevents creasing. “There is no wasted motion, significantly reducing time and energy when ironing,” Belinda Toner said. “The soleplate has 116 self-cleaning vents, an exclusive feature that helps remove stubborn creases and fabric wrinkles.” Miele described its new all-inone FashionMaster ironing system as a “ground-breaking fi rst, delivering a complete ironing system with previously unseen user convenience and professional results,” Rachel Lewis said. A significant component is the hand iron with honeycomb soleplate, complemented by an active ironing table and steam generator and, an all in one manoeuvrable and easy-to-use unit. Also making strong claims for its irons is Philips. The prime model in its range, the PerfectCare Elite Steam System is “the fastest, most powerful steam generator with the lightest iron
Miele FashionMaster Steam Ironing System.
24
Appliance Retailer April 2016
“The Braun CareStyle 5 steam stations use the world’s first 3D BackGlide soleplate,” Eleanor Moss, Braun.
to date”, according to Tom Paltridge. “Superior steam output and OptimalTemp technology allows clothes from jeans to a silk shirt to be ironed at the same temperature with no dial or temperature adjustment required.” The iron comes with a ‘no burns on all ironable garments guarantee’, and is said to deliver more steam than any other Philips steam generator, and combined with the innovative T-ionicGlide soleplate, speeds up the entire ironing process. The launch of the Morphy Richards Redefi ne Vapocare iron, is another world fi rst with its glass soleplate, and it has made an impact on the Glen Dimplex garment care range. “The patented Vapour Mist and ThermoGlass soleplate have revolutionised the way consumers think about ironing,” Stacey Pogorecki said. The precision trigger introduced a new way to iron without the need for steam, using 75% less energy while the impact resistant ceramic glass soleplate heats up quickly.
Morphy Richards Redefine Vapocare Iron 36001. With the ‘one temperature’ trend gaining momentum, Kambrook has introduced the FabriGuard One Temperature iron to the market. The company said this is widening the sales opportunity across more consumers, as it takes the guesswork out of ironing. At 2400watts, rapid heat-up produces steam in seconds. The iron also features three-way auto-off safety protection, variable steam control and anti-drip and self-cleaning functions. RRP is $99.95 The hero product at GAF Control is the Maxim Laundrypro deluxe steam iron. It also sports a soft grip handle and a host of functions including overheat safety protection and indicator light. At the RRP of $39.95 it is priced for wide consumer appeal, Michael Carroll said. AR
The latest in smart technology meets modern design in this steam generator that carries three settings that have been adapted to suit all fabric types.
Braun Steam Station CareStyle 5 Pro IS5056BK Eloxal soleplate technology for greater scratch resistance, up to two times harder than stainless steel The high pressure (7.5bar) helps fine steam completely permeate the fabric Additional steam shot smooths stubborn creases iCare in normal and eco mode protects clothes by setting the perfect temperature regardless of fabric
RRP: $499
Groupe SEB Pro Express Total Control Steam Generator GV8962
Braun: 1800 126 659 This award winning steam station boasts a 3D soleplate featuring rounded and bevelled edges that effortlessly glide forward and backward over any fabric.
Autoclean soleplate for long-lasting performance Energy saving eco setting 6.5 bars pressure for powerful performance Safety features include auto shut-off, lock system and auto cord rewind
RRP: $699.95
Groupe SEB: 1300 307 824
PRODUCT GALLERY
An ironing board that can be used on benchtops or tabletops, making it ideal for smaller homes or dwellings where storage space is limited.
Sunbeam HiLo Adjustable Table Top Ironing Board SB1300 Adjustable height from 18 - 22cm Two hanging options – wall hooks or coat hangers for wardrobe storage Large table top board measuring 83cm x 34cm Metal iron rest
RRP: $39.95
Sunbeam: 1300 881 861
www.applianceretailer.com.au
25
AR GARMENT CARE
Morphy Richards Redefine Vapocare Iron 36001
Vapour Mist technology for ironing without steam Four temperature settings/600ml water tank Auto shut-off and audible dry tank alert LED temperature and vapour indicators
RRP: $499.95
Glen Dimplex: 1300 556 816 The first iron with a glass soleplate for fast heat up plus impact resistant ceramic glass that lets users see creases disappear as they iron.
Miele FashionMaster Steam Ironing System Designed for hanging jackets, dresses and curtains Includes brush attachment Four bar stream pressure Honeycomb soleplate
RRP: $2,199
Miele: 1300 464 353 This all-in-one system combines a hand iron, ironing table and steam generator in an easy-to-use unit that is quickly set up in two sweeping movements.
Sunbeam SR6851 Verve Max Glide Gold Resilium anodised scratch-resistant soleplate 2400 watts Safety auto-off function Drip-stop steam system
RRP: $129
Sunbeam: 1300 881 861 Sunbeam’s latest iron includes a safe-store heat sensitive indicator which changes colour to red when the soleplate heats and returns to the original black colour when it is safe to touch and store. 26
Appliance Retailer April 2016
Money-back offers guaranteed to be a winner PROMOTIONS
FROM THE FLOOR
Why well-trained staff are essential in lifting sales
Sunbeam is rolling out a money-back guarantee offer on the SR6 and SR7 series irons. If not completely satisfied, consumers can receive a refund up to 60 days after they make a purchase.
BEGA BETTA ELECTRICAL NSW CO-OWNER, BRENDAN BUCKLEY selling them and elderly customers like Bega Betta Electrical serves a their products because they are often more population of around 6,000 at its location lightweight compared to other brands. approximately 440km south of Sydney, When asked about supplier to primarily middle-aged locals and promotions, Buckley said that they do not grey nomad travellers. Store manager, usually drive customers in-store because Brendan Buckley, who has been at the the nature of iron purchases is based on Bega store for 12 years, described the replacement rather than an upgrade. garment care category as one that can “Customers won’t rush to our store “hold its own” as he observed neither to buy a new iron if their old one is still growth nor decline within the category in working, because of a store promotion. the past 12 months. Most customers purchasing a new iron are “Unit sales of irons have increased influenced by the previous brand of iron about 5% in the last five years, but have that they had so they often buy the same remained stagnant in the last 12 months, brand. They can also be influenced by the with an increase in the average sell price recommendation of our of about $5 during staff. If they have had that period. Steam some training by the stations have become suppliers on the features increasingly popular due and benefits of their to their ease of use. I am irons, then the staff expecting sales to remain A recent Canstar Blue survey on have more confidence the same in the future the laundry habits of New Zealand in selling, and upselling, because the younger consumers revealed that 70% of that particular brand,” generation do not tend the 2,500 consumers surveyed he noted. to iron as much as confessed to ‘hardly ironing’. “In saying that, if previous generations and Younger New Zealanders the customer is in two therefore will not need to are more likely to avoid ironing, minds after listening replace them as often,” with 81% of Gen Ys and 75% to our staff advice Buckley explained. of Gen Xs saying they hardly and is not confident in The Philips range ironed, compared to 63% of baby purchasing the same of irons make up boomers. There is also a smaller brand of their last iron, approximately 33% group - 13% of the survey - that then the promoted of sales for his store, said they never fold the washing item will generally primarily because the and make their clothing choices help influence their brand is well-known, from the clean washing pile. decision.” AR staff are confident when
Iron-less
Spectrum Brands is investing its marketing on in-store point-of-sale display and on-product POS for the launch of the Russell Hobbs Smooth IQ iron collection, which aims to reduce wrinkles.
Glen Dimplex is giving consumers a 90-day money back guarantee on its Morphy Richards Redefine Vapocare iron. The company also has plans to run a campaign on its Facebook channel.
Philips is offering consumers a 100-day money back guarantee on selected steam irons and steam systems for users who are not entirely satisfied with the performance of the product. www.applianceretailer.com.au
27
AR LAUNDRY
OUTLOOK
W
hen it comes to the Australian laundry landscape, the list of influencing factors is burgeoning. The growth in the housing market, demand for premium features, larger capacity machines and a hike in sales for washer/dryers is keeping this category relatively healthy for retailers. However, the category has been the centre of some unwelcome attention when the biggest recall in Australia’s history was sparked when Samsung’s top load washing machines started catching fi re. Over two years ago, Samsung began a mandatory recall on the 144,000 machines but, as of last December, the potential danger posed by these faulty models remain unresolved with
Hianyang Chan – Euromonitor. 28
Appliance Retailer April 2016
The category that keeps on
GROWING BY KYMBERLY MARTIN
around 45,000 units reportedly still unaccounted for within the community. According to recent data from Euromonitor International, sales for home laundry appliances are forecast to continue recording positive growth. Busy schedules have seen consumers seeking nifty time scheduling features which explain the increase in demand for larger capacity models that result in fewer laundry washes along with reduced water and power use. Consumers are also pushing the buttons on gentle wash settings and higher spin speeds. Euromonitor International research analyst, Hianyang Chan, said automatic washer/dryers continued to gain traction too. “Despite only commanding 2% of total volume sales in 2015, these recorded the strongest volume growth rising by 28%, albeit from a low base,” he said.
Chan attributed this to growing urbanisation and the lack of space in many apartments. However, he said the downside to this was consumer scepticism about multifunctional home laundry appliances. Consumers can also expect to fi nd more innovative and intelligent features appearing across all price points such as steam functions, allergy care, timed detergent dispensers and quick washes. According to Chan, while major store based retailers operated under a multi-channel retail strategy, pure internet players like appliancesonline. com.au are becoming the preferred option for those shopping online for home laundry appliances. “This is due to the convenience they offer in terms of home delivery and recycling of old appliances,” he said. AR
TRENDS
‘Pushing the button’ to fabric friendly features
S
peed Queen national sales manager, Craige Cole, also acknowledged a trend in the past year to larger capacity machines. “Consumers want to get all their laundry done with maximum loads in minimal time. However, Cole said there is another trend emerging and that is quality. “Consumers are tired of purchasing a new washer every five years and are now starting to consider the benefits of purchasing a quality built washer or dryer,” he told AR. Referring to the ongoing Samsung recall, Cole said that the spate of media reported incidents and product recalls has added to consumer awareness of quality, or lack thereof, with some offers available. Speed Queen was introduced locally via Proforma in July 2014 and has now grown to over 500+ chartered agents nationwide. The parent company, Alliance Laundry Systems is the world’s largest commercial laundry manufacturer and has operated from Ripon, Wisconsin in the US since 1908. Cole also made the
Dominic Wong – Electrolux.
in the past 12 months and this growth is expected to increase further as the next stage in the building cycle occurs – “completion and occupation.” Electrolux has observed a spike in sales for combined washer-dryer models and the growing appeal of gentle care cleaning.
“Washing machines today need to be equipped with a range of innovations and technologies that provide consumers with choice,” Nilouki Roland, Bosch.
Craige Cole – Speed Queen.
point that that the “trusty old Kleenmaid top load washing machines were manufactured by Speed Queen.” Also citing growth in the building sector as a major contributor to strong sales was Electrolux Home Products. Category manager, Dominic Wong, said the company enjoyed strong growth
front or top loader, must wash the same amount of clothes,” he said. Wong said retailers should also take notice of the continual growth within the heat pump segment. “In the drying category alone, heat pump machines have grown by 45% in value over the past 12 months and this cannot be ignored.” He said while the initial investment is higher, the savings in energy consumption will be significant in the long term.”
As for the front versus top loader debate, Wong said while the market is evenly split, consumers seeking water and energy efficiency tend to buy front loaders. However, research has shown a shift from front loading machines back to top loading machines in some instances. “There is a perception that bulky items fit better into a top loader because the front loader has a smaller drum. This is not the case because a machine that claims it is rated 10kg, whether it is a
Brad Reed – LG.
Larger capacity and time saving features will come to the fore at LG in 2016. The company has undertaken research that has shaped the features of its 2016 range, according to home appliances marketing manager, Brad Reed. “Although 2015 was a big year for us, 2016 is looking to be huge for LG washing machines and dryers. Our aim is to make appliances that save consumers time and ultimately make their lives easier. With our two key releases, a 14kg top loader and a Twin Wash system for doing two loads at once with self-dispensing detergent, we believe LG achieves this.” Suitability and efficiency are fast becoming top priorities for consumers along with flexibility and performance of the machine in question, according to Bosch. “Washing machines today need to be equipped with a range of innovations and technologies that provide consumers with choice,” www.applianceretailer.com.au
29
AR LAUNDRY product manager, laundry appliances, Nilouki Roland said. “Household sizes vary and laundry demands differ but it is in the consumer’s best interest to invest in a washing machine and dryer that meets their specific needs, while reducing time and energy spent in the laundry.” Another is the increasing trend to eco-friendly living. “Reducing the use of chemicals and impact on the environment is also an important consideration for consumers,” she said. Clothes care and wash times are the key trends coming from Fisher & Paykel. It all comes down to taking the hard work out of doing the washing, marketing manager, Kara May said. “Functionality and aesthetics are equally important when it comes to designing an efficient laundry.” According to May “the laundry has evolved from a hidden room at the back of the house, closer to living areas as the home becomes more integrated”.
Kara May – Fisher & Paykel.
Belinda Toner – Panasonic.
Larger capacity models are also spearheading growth within the Panasonic camp. “The washing machine market is performing strongly in both top and front loader models,” product marketing manager, whitegoods, Belinda Toner said. “As well as growing demand for larger capacity models, energy efficiency, reliability and durability rate as key factors in the purchase decision. It is important that products offer convenient and practical features and settings as well as providing time savings.” Another supplier promoting the benefits of heat pump technology is V-Zug, the only company to offer washing machines with this technology. Sales and marketing director, Mark Tragear, said this technology offers impressive energy savings, “around 50% compared with conventional technology”, he said. His view is that energy consumption will continue to influence
laundry design. He said while sales are fairly evenly spread, Victoria will become the strongest due to its new showroom presence. “When you have a product that sells for between $4,000 and $4,700, it does not necessarily trend by state.” Home Appliances has also seen a rise in interest for larger capacity machines, especially for Euromaid 8kg and above models, sales director retail, Mathew Vozzo said. “Changes in lifestyle have seen an increase for smaller living situations and as a consequence we have had consistent success in the 4kg dryer
Mathew Vozzo – Home Appliances.
range.” He added that condenser dryers that are gentle on clothes and remove moisture from the laundry make them ideal for apartments. Home Appliances will launch a heat pump dryer this year. According to Vozzo, heat pump dryers don’t need venting to the outside and don’t create hot air or moisture in the room, making them very energy efficient. Some world fi rsts in the features department have put Miele into a
Rachel Lewis – Miele.
strong selling space, again with a focus on larger capacity and performance attributes. This includes the TwinDos automated detergent dispensing system, CapDosing individual capsules for cleaning of specific garments and FragranceDos that envelopes laundry in a scent during the drying process. “Unprecedented levels in environmental sustainability, time-saving attributes and advanced user-led innovative intuitive operation is setting the new standard in clean,” product manager, laundry care, Rachel Lewis said. AR 30
Appliance Retailer April 2016
AR LAUNDRY
RESULTS AND RANGES
Customised machines
driving sales
2
016 laundry sales have strengthened for Speed Queen. “We introduced 10 new models in November, including the ‘Touch’ control range which attracted a different demographic to our products,” Craige Cole said. “The programmable touch controls are far more appealing to the X and Y Generations than our traditional knob and button design. Our chartered agents are able to offer a profitable premium brand at very little cost to their business.” Cole said New South Wales is the best state with Queensland and Victoria jostling between second and third spots. “Western Australia has been a challenge, our best seller prior to the relaunch in WA has a much lower average selling price due to unnecessary discounting, so we experienced little resistance to the pricing changes.” Electrolux introduced a number of new appliances across it brands in 2015 that reflected consumer purchase trends.
Speed Queen Top Load Washer AWNA62.
front loader Simpson washing machines, feature an extra-large door, a 30-minute fast wash and time-save function that halves washing time. Heading the laundry charge at LG in 2016 will be a 14kg top loader and a twin wash model. The 14kg washer will be LG’s biggest top loader to date and a key feature of the new machine is its 6 Motion Washing with cycles that can be customised for a variety of different fabrics including sportswear and delicate items. The ‘stepping’ motion releases clothes at the peak of
LG 14kg Top Load Washer T1742HGPSPS.
“The programmable touch controls are far more appealing to the X and Y Generations than our traditional knob and button design,” Craige Cole, Speed Queen.
Electrolux JetMix Front Load Washer EWF14012. The hero product in the AEG range, the OkoKombi, is the only washer/dryer with integrated heat pump technology and carries a 6-star energy rating for its drying component. The new AEG 9 Series 8kg dryer also uses inverter heat pump technology to achieve an exceptional 8-star energy rating. The most recent addition to the top selling Simpson range is the 10kg Ultra Wash System top loader, retailing at $1,049. Four other recent additions, 7kg and 8kg 32
Appliance Retailer April 2016
the rotation cycle to help loosen laundry and reduce tangling while the ‘rolling’ and ‘swing’ motions are for delicate wash requirements. For a stronger cleaning action, the drum alternates to create a scrubbing motion. A Tag-On feature enables the download of additional washing programs via a smartphone. This feature also lets the user view usage history and diagnoses any issues with the water. The new top loader was released in March and retails for $2,099.
AR LAUNDRY Bosch i-DOS Series 8 WAW32640AU.
Bosch has taken what it regards as key consumer trends on board when it comes to features on its range of front load machines. The company’s Intelligent Dosing System (i-DOS), measures and automatically dispenses the precise amount of detergent needed per load, reducing the amount of detergent used by up to 32%. “Features like this offer consumers the added benefit of significantly reducing their carbon footprint without compromising results,” Nilouki Roland said. Another is the AllergyPlus wash program for consumers with allergies or sensitive skin. The energy efficiency of its appliances is also extended to the Bosch Series 8 heat pump dryer with a 7-star energy rating. Within the next few months Bosch will release three heat pump dryers with a 7-star energy rating. Fisher & Paykel has developed speciality cycles that not only care for all fabrics, but consider the nature of the Australian lifestyle and the type of washing needed. An example is the sports cycle in the front loaders which starts washing with cold water then gently heats up as the wash progresses to stop mud and stains from setting into the fabric. The Woolmark-approved cycle ‘jiggles’ rather than tumbles clothes making it gentler on woollen garments and all dryers come with a drying rack. The Vortex wash feature in front loaders has been developed to speed up the wash process by putting cleaning agents and heat into the fibres so most cycles take less than an hour to complete. Retailers can expect to see further laundry advancements in the connected home space from Samsung in 2016. “This will come from Wi-Fi technology, as more home appliances 34
Appliance Retailer April 2016
have capabilities to connect and be remotely controlled via compatible smartphones and tablets,” head of home appliances, Mike Lilly said. Samsung unveiled two additions to its laundry range at the Consumer Electronics Show (CES) in the US in January. The WW8500 AddWash was developed to address a key consumer ‘pain point’ for front load washing machine users – that is to be able add missed clothing or extra detergent at any stage of the wash cycle via an extra door – a bit like the extra door on smart refrigerators. This machine also has a child lock and a SuperSpeed feature. Another CES laundry launch was the Activ Wash top load washer. This has a built-in sink that resembles a mini twin tub, for pre-soaking clothes before washing. No word on pricing or availability. Lilly added that 56% of Australian households with large families want their next washing machine to be large or extra-large. Panasonic’s current laundry line-up includes two top and two front loader washing machines with a recently updated feature set that incorporates innovations in the company’s unique Econavi technology for increased energy savings. The NA-140VS4WAU front loader also features a steam action to reduce wrinkles and lighten the ironing load, as well as providing fully refreshed, allergenic-free garments, Belinda Toner said. The two top loaders offer 8.5kg and 9.5kg load capacities.
Panasonic Econavi Top Load Washer NA-FS95G3WAU.
The latest laundry appliances from Miele, the flagship Prestige W1 washing machine and T1 heat pump tumble dryer complete a range that launched in 2015. Both have a 9kg capacity and user friendly high defi nition Touchtronic displays that present all relevant program information at a glance. These models have an RRP of $4,499 each.
Fisher & Paykel FabricSmart Front Load Washer WH8060F1.
The washing machine has a 5-star energy and 5-star WELS rating and the tumble dryer has a 6-star rating. The aptly named Adora washing machine and heat pump dryer from V-Zug with its innovative heat pump technology has set completely new standards in terms of preserving resources worldwide, according to Mark Tregear. “The SLQWP heat pump washing machine has won prizes for energy efficiency and design. It not only protects the environment, but has a 35-minute sprint program and innovative Steam Anti-Crease program.” It’s also big news from Asko, with XL washing machines and an XL heat pump dryer designed to meet the changing needs for growing families. The focus is on durability, environmental sustainability and design, marketing director, James Vogdanos explained. He said staff should encourage customers to think about the running costs of a machine as well as upfront purchase costs. “Also our washing machines are the only models on the market not to have any rubber seals, so less cleaning and no residual detergents.” “Highlighting a machine’s safety features, for example the inside opening door on Asko washing machines and the child lock option on detergent drawers in the XL range, can be an important factor when deciding on laundry appliances,” he said. AR
Speed Queen Top Load Washer AWNA62 Completes full wash in 35 minutes on any load size with a 92L tub Traditional dial controls with push button start Five year warranty on all parts and labour Lifetime warranty on inner and outer wash bowl
RRP: $2,495
Speed Queen: 1300 927 437 This traditional style washer has easyto-use controls and quick cycle times, built to last 25 years or 10,400 cycles, with commercial quality triple layer grade steel cabinet.
PRODUCT GALLERY LG 14kg Top Load Washer T1742HGPSPS 6 Motion Washing that can be adapted to suit different fabrics Tag On function downloads additional washing programs via a smartphone On-board heater with a choice of 40° or 60° temperature settings Smart drum with auto-clean filter
$2,099
BY EMILY BENCIC
Bosch i-DOS Series 8 WAW32640AU 8.5kg capacity 14 wash programs EcoSilence Drive VarioPerfect program option for speed or energy efficiency
LG Electronics: 1300 542 273
For its largest top loader, LG has added time-saving features including six different washing motions to cater to the demands of modern, large families to reduce load amounts and time spent washing.
RRP: $2,049
RRP:
Bosch Home Appliances: 1300 368 339 This washing machine boasts a 4.5 Star energy rating and a 4.5 Star water rating. The i-DOS technology automatically doses the precise amount of detergent for each load.
www.applianceretailer.com.au
35
AR LAUNDRY
With a 10kg capacity, the machine has a larger drum size within the same footprint as an 8kg machine. Therefore, it has been designed for larger families moving into smaller households where space is a premium.
Panasonic Econavi Top Load Washer NA-FS95G3WAU Adjusts water temperature to ensure detergent is fully dissolved Detects load size to determine how much water needs to be used Large drum and wide opening deals easily with bulky items Semi-bifold lid gives more space to mount dryer above the machine
RRP:
Electrolux JetMix Front Load Washer EWF14012 Time management function with flexibility to wash when it suits Time delay option for those wanting to wash clothes overnight Refresh function for up to five items of clothing at a time 21 minute program for delicate clothes
RRP: $1,549
EHP: 1300 363 640
PRODUCT GALLERY
Fisher & Paykel FabricSmart Front Load Washer WH8060F1 13 speciality wash Time saver option to speed up wash time 1400rpm max spin speed 4-star energy rating/5-star WELS rating
RRP: $1,299
Fisher & Paykel: 1300 650 590 An 8kg washer that is all about fabric care with its Woolmark-approved wool cycle and soak option. It has been designed to match both vented and condensing dryers. 36
Appliance Retailer April 2016
$1,199
Panasonic: 132 600 A 9.5kg washing machine with eco technology features to reduce energy and water waste along with clever wash features to treat clothes with care.
She explained that heat pump dryer sales have increased due to energy efficiency being top of mind for customers. “They are also a perfect fit in our tropical climate with our customers keen to fi nd ways to keep any additional heat being generated in the house. We are also seeing a trend in customers looking for matching laundry appliances.” When asked about supplier promotions, Pearson noted that they do consistently help to close any sale, but with laundry in particular, bonus products such as free detergent or powder always seem to be a winner.
“Sales of heat pump dryers have also increased due to energy efficiency being top of mind for customers.” FROM THE FLOOR
Quality, energy efficiency drive washer sales Status Plus business operations manager, Kera Pearson talks with Emily Bencic.
Kera Pearson.
T
he Status Plus showroom houses a range of laundry appliances from Asko, Beko, Bosch, Electrolux, Falcon, Fisher & Paykel and St George Appliances. Pearson has been working with Status Plus for over three years in Cairns, approximately 1,700km north of Brisbane, Queensland, When asked about the laundry category, she said it had been showing positive signs due to the introduction of new technologies over the last few years; for example, the Bosch iDos automatic dispensing system, which takes the guesswork out of doing laundry. “We are fi nding more consumers becoming interested in their laundry appliances rather than just picking the fi rst or cheapest product they fi nd. There seems to be a better understanding and recognition, that by purchasing a better quality laundry appliance they can save both time and money in the long term,” Pearson said.
“In saying this, for pro forma brands, such as Miele, we will generally always get a few additional sales when prices have been reduced due to promotions,” she said. “Miele is always popular but we have also had good sales with both Siemens and Asko in recent years. Beko has also been a good go-to brand for customers looking for a great product at a ‘family friendly’ price point.” Status Plus also has a number of laundry products hooked up to both power and water to encourage customers to try before they buy. “In our showroom, we want to ensure consumers are comfortable with what they are purchasing. While for most, that just means playing around with the controls etc, we do occasionally get someone who comes in with a basket of washing to run through a cycle,” Pearson said. As to the top load, front load debate, Pearson said she sells front load washing machines 99% of the time. “It is very rare to be asked to quote or supply a top load washing machine anymore. I know there is defi nitely still a market out there for them but just not in our store. Our sales team try to help customers maximise their space and storage in their laundries and front load washers are perfect for this. The dryer can be stacked on top or both appliances can run underneath a bench,” she added. AR www.applianceretailer.com.au
37
AR LAUNDRY
PROMOTIONS
Pairing up the best option for consumers
SPEED QUEEN
LG
BOSCH
MIELE
ASKO
FISHER & PAYKEL
When consumers purchase a washing machine and dryer pair, they can receive up to $495 discount on the package. Customer installation and delivery is included in the price for metropolitan stores. Print and radio advertising is also supporting the range.
The W1 and T1 range of Miele TwinDos laundry appliances now includes a complimentary 12 month supply of TwinDos detergent. The offer, valued at $299, will be in the market for customers until July 31, 2016. 38
Appliance Retailer April 2016
Is refreshing its successful ‘Done in One’ campaign from 2015 to demonstrate the capacity and convenience of its latest 14kg top loader washer. The campaign will be centred around online, social, event sponsorship and store displays, using new creative imagery.
Is offering a $200 saving on new Asko washing machines and new Asko heat pump dryer models when purchased in one transaction for a limited time while stocks last. A new range of POS is presently being rolled out to retailers.
Is offering three monthly prize draws of $5,000 each in a video promotion where consumers are asked how a Bosch dryer has made their day-to-day life easier. The promotion runs between April and June. It highlights the company’s commitment to innovative technology and design.
Is rewarding customers when they purchase a laundry pair. Consumers can receive a rebate of up to 10% of their purchase price when they buy an eligible washer and dryer in a single transaction. This offer is available until May 29, 2016.
FEATURE
Automation Home
OUTLOOK | TRENDS | RESULTS AND RANGES | PRODUCT GALLERY | FROM THE FLOOR | PROMOTIONS
AR HOME AUTOMATION
OUTLOOK OUTLOOK
Home hubs and beyond BY CLAIRE MOFFAT
I
t’s the category that everybody is talking about, but no-one quite understands. Major retailers such as Harvey Norman and JB Hi-Fi are opening up their shelves for stock but GfK doesn’t measure it yet. It’s the category that will defi ne the industry of the future. It has various names, but we know it as home automation, communications, surveillance and security. For the purposes of this feature we have badged it: Home Automation. According to the US 2015 Home Automation and Control Market Report, home automation plays a vital role in automating the home, housework or
household activities. It mainly includes automation for centralised control of lighting, HVAC (heating, ventilation and air conditioning), appliances, and other systems, to provide improved convenience, comfort, energy efficiency, and security. Globally, the market was worth US$5.77 billion in 2013 and is expected to reach US$12.81 billion by 2020; the market is projected to grow at an estimated compound annual growth rate (CAGR) of 11.36% between 2014 and 2020. The report noted that although the concept of home automation has been in existence for a long time, the market has witnessed a profound growth, mainly, during the last five years. The growing
awareness about wireless technologies and the various developments related to the integration of wired and wireless technologies is expected to propel the home automation and control market in the future. In this feature, we have talked with five companies who are presently building a business foundation for the future, Uniden, Panasonic, Laser, VTech and Swann. While Uniden, Panasonic and VTech are leveraging off their established footprints within the cordless/wireless phone category, Laser has been studying the market and recently acquired the distribution rights to a leading US brand. AR
Introducing the NEW
XDECT83xx Phone Series
TRENDS
Consumers ready to turn on the
clever home
I •
•
•
•
t’s true to say that Home Automation is now a hot technology trend and these key drivers are behind consumer interest: On demand lighting: With home automation for lighting, an app can be used on smart devices (phones, tablets) to control lighting from anywhere, either at home or remotely. Connected appliances: Using a smart adapter in an outlet can enable automative control of appliances, such as a coffee machine or television. Some of these adaptors can connect to a home hub, such as Nest, which Google bought for US$3.2 billion two years ago, which is vying to become the central hub for every smart thing in the home.And there is Apple’s HomeKit, a framework for communicating with and controlling connected accessories in a user’s home. Users can group actions together and trigger them using Siri, like the Amazon Echo, which expands options to include voice control. So, with a simple exclamation of “Turn on the coffee,” the coffee machine can come to life. Thermostat control: The latest technology is expanding how controls can be used; there are ways to control the home temperature by voice and ways to create zones that have different temperatures, as well as having the thermostat adjusted based on the outside climate. Window blinds and shades: Motorised window treatments can also be part
XDECT8355 + 2* * iPhone & USB cable not included
of home automation. Blinds can be opened, closed or tilted with the push of a button, and in some cases, by using a voice. • Irrigations: While this isn’t so much about using an app or a voice to control the water in the home, there is now technology that will track and report water usage, and advise how to save. For instance, there is a shower head that uses LED lighting to tell how much water has been used and when to turn the shower off.
Brad Hales – Uniden.
At Uniden, the company’s core strength has been built up from its existing range of wireless products. But it is presently transitioning to a new range of smart home wireless products and wired security DVR products which places it at the category forefront. National marketing communications manager Brad Hales explained, “In the last six months, Uniden has invested heavily on launching a lineup of products that covers areas of the connected home, including smart home
products, cabled security and wireless surveillance products. This assortment of products is each tailored for different applications for homes or businesses. “It has been around three years since we launched our fi rst surveillance product in the market and, in this time, we have seen the growth and potential of the category. We see that it will only increase as the NBN becomes more mainstream and is fi nally rolled out, highlighting the importance of having a connected home.” “Maintaining a strong foothold in the phone category where we have been number one for the last 13 years, has also helped the transition into security and home monitoring, as existing channels have helped drive this area of growth,” he added. The Home Automation market is growing quickly and becoming increasingly important to households, Panasonic product marketing manager, home automation Samantha Dawson observed. “With wireless systems dominating over 40% of the market
Samantha Dawson – Panasonic.
AR HOME AUTOMATION in 2014, it is clear that consumers are looking for reliable wireless systems that offer convenience. This includes easy-touse technology that connects with users’ smart devices and offers them easeof-use and peace of mind. Panasonic’s products are designed to the meet these needs through advanced connectivity and practical functionality.” “The Home Monitoring category offering consumers safety and security is certainly abuzz at the moment,” VTech Telecommunications managing director Mark Franklin said. He believes that the challenge brands are facing in this sector, is their ability to clearly communicate the practical applications and benefits that the consumer will receive from selecting its products. “As VTech has been a pioneer in in-store displays for home telephony and baby monitors, we will again show the way in ensuring consumers understand the technology and choose the right product for them,” Franklin said. Consumer interest in Wi-Fi cameras and wireless technology is increasing according to Swann marketing communications manager Nicole Tyquin. “This is due to the flexibility this type of technology offers, along with easeof-use.” Tyquin said that cloud video
recording is another key trend. “However, people tell us they are interested in Smart Home technology. But they need to understand more about it and the practical benefits to their lives.” Swann has carried out a survey on customers’ views on Smart Home technology. The SwannPoll, conducted in the US, the UK and Australia compared trends and specific requirements of each of these markets.
Nicole Tyquin – Swann.
“Consumers are very intrigued with automating appliances and being able to create rules based on specific activities,” Tyquin said. “For example, being able to set appliances on schedule, like having the heating turned on before you get home or having lights and music on and off while away so it looks like someone is at home.”
Chris Lau – Laser.
IT and consumer electronics solutions supplier, Laser has been watching the home automation sector for some time, according to managing director Chris Lau. As a result, Laser has recently acquired the distribution for Insteon, a US Smart Home Hub, which controls and configures home devices. “We have seen a lot of Chinese companies start to enter the area, but those products can be unreliable. It was much easier for us to bring out a brand such as Insteon which already has success in overseas markets,” Lau said.
“It has been around three years since we launched our first surveillance product in the market and, in this time, we have seen the growth and potential of the category.” Brad Hales, Uniden.
Insteon has been established in the Home Automation market for over ten years with more than 200 products. It has around 80% US marketshare, in over 4,000 individual retail stores. Insteon is currently expanding into the EU market through Dicksons and Laser is now the exclusive partner for Australia and New Zealand. It is also the fi rst time Laser has marketed a nonLaser branded product. “Until now, the Home Security sector has been dominated by products that focus on making the home secure. However, a new generation of technology has extended into Home Automation. We have products that make the home secure and act as a personal assistant to manage connected appliances and devices,” Lau explained. AR 42
Appliance Retailer April 2016
CONNECTED HOME Introducing Uniden’s NEW...
SMART HOME CONTROL
GSHC 1000 STA TART TA ART RT K KIT IT T
GSHC C 3000 OUT OU OUT UTDO DO OOR OO R & IN ND DOO O R KIT OO KIT T
GSHC GSH HC H C 5000 DE ELUX EL E LUX UXE KI KT
DVR SECURITY SYSTEMS
BONUS INDOOR RRP $199.95
APP CAM
APP CAM
26 OR 25
OUTDOOR RRP $149.95
YEARS OF GLOBAL CELEBRATING RATING
EXCELLENCE EX XC CELLLEN NCEE
For complete range details visit Uniden at: uniden.com.au or call 1300 366 895 today.
SCAN ME
Simply Simpl lly p purchase one of the following SMART HOME CONTROL ROL R OL mo mod m models od GSHC 1000 | GHSC 3000 | GHSC 5000 to receive your BONUS AppCam Camera Camera Cam a off your choice. Offer via redemption and valid from: 15th March 2016 till 30th June ne e 2016. 201 16 1 6
AR HOME AUTOMATION
RESULTS AND RANGES
Keeping an eye on the
connection U
niden’s Guardian lineup of digital wireless surveillance kits, Smart Home Products and DVR Security all offer a DIY solution, making installing advanced security systems an easy weekend DIY project. The latest addition to the Guardian Smart Home Control series offers a long range wireless solution with High Defi nition (HD) cameras for crisp, clear footage. It is available in three kit combinations, so customers are equipped with everything they need to setup easily in their homes. According to Uniden, all systems work straight out of the box and can be set up in a matter of minutes. The series also includes magnetic sensors for doors and windows which notify users upon forced entry, and indoor sirens compatible with Uniden’s existing range of indoor and weatherproof outdoor HD cameras. Passive infrared (PIR) motion sensors are a practical inclusion, detecting movement in ‘blind spot’ areas not covered by cameras or door and window sensors, like a driveway or backdoor. Panasonic’s Dawson said that the larger products such as the Home Alert Kit with more devices included in the box have been the most popular, because they suit a broad range of customer needs in their initial purchase. The Panasonic Home Alert Kit (KX-HN6301) at $769 covers all bases, with indoor and outdoor monitoring. The kit includes a DECT-enabled hub unit with a Micro SD Card, a full-colour indoor camera, a full-colour outdoor camera, a smart plug, a motion sensor, two window/door sensors and a digital cordless handset. 44
Appliance Retailer April 2016
Dawson explained that Panasonic’s product is easy to set up and allows consumers to use their smartphone to monitor their home. “Panasonic is a leader in DECT (Digital Enhanced Cordless Telecommunications) technology that is also used in the Panasonic Connected Home products providing a long range (up to 300 metres) between system devices, as storage. Swann’s Smart Home Control Kit $699.95, combines an alarm and video monitoring security with appliance and energy management in one solution. It monitors and controls the home with mobile alerts to a smartphone or tablet
when a sensor is triggered. The hub listens out for glass door and window breakage and the HD SoundView camera can be viewed remotely. Laser will launch three Insteon Kits in Harvey Norman from July this year. The Insteon Starter Kit $299.95, includes Insteon Hub 2, Motion Sensor, Smart Wall Plug. While the Insteon Assurance Kit $499.95, includes the features of the Starter Kit, it offers an Indoor Wireless IP Cam and an Open/Close Sensor. The Insteon Connected Kit $699.95 includes Insteon Hub 2, Indoor Wireless IP Cam, 8 Scene Keypad Switch, Open/ Close Sensor Motion Sensor and Smart Wall Plug. AR
PROMOTIONS
Drive the sale with a bonus or value-add
UNIDEN
Customers who purchase one of Uniden’s Guardian Smart Home Control models (GSHC 1000, GSHC 3000 and GSHC 5000) from March 15 to June 30 will receive an App CAM 25 ($149.95) or App CAM 26 ($199.95). Customers who also purchase an applicable cordless phone models from April 1 to June 30 will also receive a Bonus Powerbank ($49.95).
SWANN
Swann is supporting consumer sales with value added promotions, as opposed to straight discounting, that worked successfully for the company in 2015. This includes using bundles to educate consumers on the benefits of a SwannOne Smart Home. Consumers purchasing an indoor or outdoor camera will receive six months of cloud video storage.
With the new Insteon Hub, users have the convenience of wireless access to their home from either their smartphone or tablet using the Insteon for Hub App, available for iOS, Android and Windows.
Panasonic Home Alert Kit (KX-HN6301) ` ` ` `
DECT-enabled hub unit Includes micro SD card Full-colour indoor and outdoor camera Motion sensor and digital cordless handset
The Home Alert Kit is an easy to set up monitoring and automation solution for households. Users can remotely activate appliances around the home, and monitor the home using a smart device.
RRP: $769
Panasonic: 132 600
Insteon Assurance Kit ` Control lights and appliances from a smartphone ` Automate with schedules ` Receive instant alerts via email or push notification ` Ultimate peace of mind with Insteon WiFi cameras
RRP: $499.95
Laser: (02) 9870 3388
PRODUCT GALLERY BY EMILY BENCIC
Guardian Smart Home – Outdoor / Indoor Kit (GSHC3000) ` Includes HD internal camera and outdoor weatherproof camera ` Sends and receives signals from sensors, sirens and cameras ` Walkie talkie function on internal camera ` Remotely view footage in real-time via the Guardian Home app
RRP: $599.95
Uniden: 1300 366 895
A smart home control monitoring system that can monitor and secure the home around doors and windows. Users will be notiďŹ ed with alerts via their smartphone.
www.applianceretailer.com.au
45
AR HOME AUTOMATION
Uniden’s state of the art entry-level DVR security system with full view and D1 technology is ideal for securing home and business offering 24/7 surveillance using the Guardian Live App.
Guardian Compact DVR Security System (GDVR4240) `` Four weatherproof cameras `` Night vision capabilities up to 20 metres `` 500GB of storage for continuous and simultaneous recording `` Push notifications and email alert function
RRP:
$499.95
Uniden: 1300 366 895
PRODUCT GALLERY
Arlo Q 1080p HD Security Camera with Audio (VMC3040) `` 1080P HD video `` Two-way audio communication `` Built-in night vision capabilities `` Customisable sound or motion alerts
RRP: $349
Netgear: (02) 8117 6800 The Arlo provides users with a solution that easily covers every angle of a home or business, indoors and outdoors, day and night via an existing WiFi network connection.
Users can now combine alarm and video monitoring security with appliance and energy management in one solution as they monitor and control the home using the SwannOne app.
Swann Smart Home Control Kit `` Mobile alerts sent to either smartphone or tablet `` 720p HD SoundView camera `` SmartPlug monitors energy usage of appliances `` Turn any plug-in appliance on or off remotely
RRP: $699.95
Swann: (03) 8412 4600
46
Appliance Retailer April 2016
RETAIL RULES AR
WHY RETAIL GROWTH DEPENDS ON CONSUMER INSIGHTS In Part Three of the series titled Objectives, Norelle Goldring from GfK discusses the role of Average Weight of Purchase for retailers.
I
n past issues we’ve looked at Traffic and Frequency retail objectives. This time we’re looking at Average Weight of Purchase (AWOP), and its relationships with Frequency and Spend.
WHAT IS AVERAGE WEIGHT OF PURCHASE?
Average Weight of Purchase refers either to the number of items in the basket, or their weight in kilograms or litres. A common retail goal is to increase AWOP, which may also amount to an increase in Spend (but not necessarily). Upsizing a customer’s purchase from the 700ml size to the 1L size is considered an increase in AWOP. Likewise, offers that increase the number of items purchased, such as 2fors and 3fors, increase AWOP.
increases. For example, the single unit price may be $1, the 2for price may be $1.50 and the 3for price may be $2. The total basket spend across these items is increased, but obviously the spend per unit is decreased. For larger ticket item categories, increases in AWOP and Spend can be achieved by bundling complimentary items for a discounted price. This will increase the number of items purchased.
SOME WAYS TO INCREASE AWOP
WHY AWOP?
1. Increase the range of products and pack sizes shoppers can select, based on occasions • By increasing range, you avoid simply bringing sales forward through larger pack sizes for only one product. • Offer a range of pack sizes for each product to play to different consumption occasions.
CONSIDERATIONS WHEN EMPLOYING AWOP TACTICS
2. Smart multi-buys across product portfolios • Instead of 2fors and 3fors of the one product, span your multi-buy promotions across a range of products in store. Some examples include: shampoo, conditioner and treatment packs; ‘host gift pack’ of bottle of red wine with a box of chocolates or movie tickets with any home entertainment purchase.
AWOP is important to retailers because it’s a quick way to increase sales and spend, and it can help pull through stock faster. It’s also important to brands when they want to shore up ‘next purchase’ of their brand versus a competitor brand. From a brand’s perspective, the more frequently a consumer uses their product, the more loyal they may become.
On the face of it, get customers to buy more or bigger items and you make more money, right? But beware the short term fi x, and consider the categories where AWOP can be successfully employed. In order to increase spend, you need to increase the price paid. 2fors and 3fors can do this as long as your overall price
3. Trial pack promotions • Promote your newer or less popular products by combining them with your tried and true products in trial packs. This way you increase AWOP, whilst growing the overall category and building brand loyalty.
4. Differ your AWOP pack strategy by household type • Have you considered all the types of shoppers that purchase your products and their households? People living in small spaces with limited storage can also drive AWOP by purchasing multiple small, high-value items. 5. Introduce value and bulk lines • Introducing a value line in your category can increase AWOP through increasing kilograms or litres purchased. To increase your AWOP you need to understand your levels by category and subcategory. Simple basket analysis can help ensure that the AWOP based promotions you run will actually increase spend, and not decrease frequency. AR
NORRELLE GOLDRING & GfK Norrelle Goldring is Head of Shopper Insight & Retail Strategy at global consumer research and retail datahouse GfK. She has 20 years’ experience in retail and liquor across manufacturer, retailer and agency roles with companies ranging from Diageo to Coca-Cola to Vodafone Stores. Norrelle helps improve shopping experiences by understanding how and why people buy things. At last count she had visited more than 700 of Australia’s cellar doors and over 100 US brewpubs and bourbon distilleries. Call Norrelle on 0437 335 686 or email norrelle.goldring@gfk.com.
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AR NEW APPLIANCES
Adora Heat Pump Washing Machine (SLQWP)
he world’s first washing machine with heat pump technology offers an 8kg capacity and spin speed of 1600RPM. It also boasts a 5 star energy rating and 4.5 star water rating with a steam anti-crease function.
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RRP: $4,399
V-Zug: (03) 9832 7500
Bosch Athlet Runtime Plus Vacuum
aunching in May 2016, the new Athlet Runtime Plus provides the longest cordless runtime in the Australian market, with up to 75 minutes of high performance suction power on one single charge, thanks to its powerful 25.2V rechargeable Lithium-ion battery.
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RRP: $699
NEW APPLIANCES
Bosch Home Appliances: 1300 369 744
Morphy Richards Slow Cooker
ith a 6.5 litre capacity, this slow cooker comes complete with a searing pot. Oval in shape, it boasts a non-stick coating, perfect for use on a hob, retaining all the avours and juices created during searing.
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RRP: $79.95
Morphy Richards: 1300 556 816
Bosch Series 8 Oven
he new, intuitive control ring makes cooking easier than ever. It enables users to activate special cooking programs, adjust temperature settings and navigate through the entire menu settings with ease. Automatic cooking functions include Bosch Assist, PerfectBake and PerfectRoast.
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RRP: $1, 649
Bosch Home Appliances: 1300 369 744
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Appliance Retailer April 2016
Maxim Laundrypro Deluxe Steam Iron
he iron has 2200 watt power, soft grip handle and stainless steel soleplate, giving it smooth glideability and ease of use. It has a variety of functions, from dry ironing and self-cleaning, to steam and spray, powerful bursts of steam and a vertical steam function.
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RRP: $39.95
Gaf Control: 1300 659 489
Miele FashionMaster Steam Ironing System
his all-in-one system combines a hand iron, ironing table and steam generator in an easy-to- use unit that is quickly set up in two sweeping movements. The hand held steam jet is designed for hanging jackets, dresses and curtains with brush attachment.
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RRP: $2,199
Miele: 1300 464 353
Asko Washing Machine (W8844XLECO)
Stockbridge Electric Stove
his washing machine offers 15 washing programs, colour coding on the detergent drawer and easyto-use controls. It also includes safety features such as a child lock and a door which can be opened from the inside of the machine.
oasting the revolutionary Optiame and smoke effect, the Stockbridge electric stove is the ideal alternative to gas or wood. Without the costly installation or safety concerns of traditional stoves, the Stockbridge adds warmth to any room.
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RRP: $2,499
Asko: 1300 002 756
RRP: $599.95
Glen Dimplex: 1300 556 816
AF10
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AR NEW GADGETS
Bose SoundTouch 10 Speaker Offering an easy way to stream music at home with instant listening through Bluetooth, multi-room capability and upcoming Spotify integration, the SoundTouch speaker combines Bose’s digital signal processing with the new Unidome transducer for clean, deep and loud sound.
Canon PowerShot SX720 HS Canon’s slimmest and most powerful superzoom camera combines a 20.3 megapixel CMOS sensor with DIGIC 6 processing to power Canon’s HS system. It allows photography enthusiasts to connect, share and back up their images with ease.
RRP: $499 Canon: 13 13 83
RRP: $299 Bose: 1800 023 367
Sol Republic Relay Sport Wireless Headphones Ultra-light and durable headphones designed for active music fans. With the consumer in mind, the headphones offer a comfortable and secure fit, a sweat and water-resistant design, as well as long battery life and Bluetooth capabilities.
RRP: $199 Convoy: (02) 9700 0111
Teac Freeview Plus Set-Top Box Compact and easy to set up, the new Teac HBBTS1 set-top box comes with built-in internet connectivity and can record free-to-air programs to a USB drive. FreeviewPlus uses hybrid TV technology to combine broadband and broadcast TV.
RRP: $179 Teac: (03) 9280 2333
Kaiser Baas Delta Drone GPS Quadcopter The Delta Drone is an easy to fly advanced quadcopter designed for even the most avid drone enthusiast. It boasts both GoPro and Kaiser Baas X-Series action camera compatibility, allowing users to easily capture high quality footage from the sky.
RRP: $599 Kaiser Baas: 1800 657 601 50
Appliance Retailer April 2016
COMPANY INDEX AR COMPANY
PAGE #
Asko ..................................................................................................... 34, 38, 49 Betta Electrical .................................................................................................27 Bosch .......................................................................................29, 34, 35, 38, 48 Bose..................................................................................................................50 Braun............................................................................................. 17, 20, 21, 25 Breville ............................................................................................................... 9 Brother .............................................................................................................14 Canon ...............................................................................................................50 Cleanstar ..........................................................................................................49 Convoy .............................................................................................................50 De’Longhi........................................................................................................... 2 Dick Smith.......................................................................................................... 6 Electrolux ............................................................................9, 14, 16, 29, 32, 36 Euromonitor...............................................................................................16, 28 Eurostyle Group ...............................................................................................14 Fisher & Paykel.............................................................................. 30, 34, 36, 38 GAF Control ......................................................................................... 18, 24, 48 GfK....................................................................................................................47 Glem Gas ..........................................................................................................14 Glen Dimplex ...................................................................................... 18, 27, 49 Gourmia ...........................................................................................................12 GreenTech Environmental ...............................................................................12 Groupe Seb ................................................................................................17, 25 Harvey Norman.................................................................................................. 8 Home Appliances ............................................................................................30 Kaiser Baas .......................................................................................................50 Kambrook ..................................................................................................18, 24 Kitchenaid ........................................................................................................12 Kmart ................................................................................................................. 7 Laser .................................................................................................... 42, 44, 45 LG ......................................................................................16, 29, 32, 33, 35, 38 Maxwell............................................................................................................14 Miele .......................................................................... 18, 24, 26, 30, 34, 38, 49 Morphy Richards ................................................................................ 24, 26, 48 Netgear ............................................................................................................46 Panasonic ....................................................... 12, 18, 24, 30, 34, 36, 41, 44, 45 Philips ................................................................................................. 18, 24, 27 Russell Hobbs ..................................................................................................20 Samsung ....................................................................................................16, 34 Shriro.................................................................................................................. 9 Smeg ................................................................................................................14 Spectrum Brands .......................................................................................17, 27 Speed Queen ..........................................................................29, 31, 32, 35, 38 Status Plus .......................................................................................................37 Steinhoff International ...................................................................................... 7 Storebound ......................................................................................................12 Sunbeam.................................................................... 15, 17, 19, 20, 25, 26, 27 Swann ................................................................................................. 42, 44, 46 Teac...................................................................................................................50 Tefal ..................................................................................................... 20, 22, 23 Thermomix......................................................................................................... 6 The Good Guys ................................................................................................... 7 The Warranty Group........................................................................................... 6 Uniden ..............................................................................39, 41, 43, 44, 45, 46 VTech ................................................................................................................42 Wesfarmers ........................................................................................................ 8 Williams-Sonoma ......................................................................................10, 11 Woolworths........................................................................................................ 8 V-Zug ..........................................................................................................34, 48
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