Appliance Retailer August 2018 by The Intermedia Group

APPLIANCE

NOW IN ITS 22ND YEAR

SMEG CELEBRATES 70 YEARS OF WORLD FIRSTS

RETAILER

THE BUSINESS MAGAZINE FOR THE CONSUMER ELECTRONICS INDUSTRY

/// AUGUST 2018

BUILT-IN DEMAND FOR MINIMALIST AESTHETICS AND SEAMLESS INTEGRATION

FREESTANDING CLASSIC DESIGNS IN FOCUS

RANGEHOODS NOISE REDUCTION AND ODOUR REMOVAL REMAIN KEY

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

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

BUILT FOR A PURPOSE

ompetition in the retail industry is heating up amid a challenging market. It has taken its toll on Western Australian retailer Kambo’s after 28 years of trading, David Jones has axed its senior management team with 15 redundancies and Target’s store network is set to be reduced by onefifth. And these are just a few examples. This news comes at a time when online marketplaces are ramping up their offerings with Amazon’s Prime membership program now available to Australian consumers with more product selection and member benefits yet to be rolled out. Over at eBay, price is at the core of its strategy as it competes directly with Amazon, Harvey Norman, JB Hi-Fi and Kmart with a Best Price Guarantee. When a customer purchases a new item and finds it at a lower price within 48 hours at these retailers, eBay will provide a voucher valued at the price difference and an additional 5%. This comes soon after eBay introduced free shipping and returns via its eBay Plus membership program. Only time will tell if the 10% GST tariff on goods under $1,000 imported to Australia, will encourage consumers to shop local. But price alone can no longer be singled out as the deciding factor in a purchase. Using price as the primary tool may work for ‘cash and carry’ items that do not require a great deal of research or thought but appliances that take pride of place and add real monetary value to a home, require knowledgeable sales staff and a memorable shopping experience – at the very least.

After reading our Cooking in the Kitchen Features in this issue for builtin appliances, freestanding appliances and rangehoods (from page 17), you will discover that premium features and new technologies remain high on the wish list and customers still prefer a touch and feel experience. Suppliers are investing in meeting the demands of these discerning consumers. BSH has developed a state-of-the-art South Melbourne showroom for Gaggenau, Bosch and Neff. Rather than take sales away from retail partners, BSH says the space has been designed to increase sales as an additional resource for customers. It enables them to unlock the full potential of the brand’s products in a prepurchase or post-purchase environment. Most recently, Miele co-owner, Markus Miele officially opened the Miele Experience Centre in Brisbane showcasing the latest Miele appliances, contemporary design and digital technology, including interactive digital screens to make product selection as easy and enjoyable as possible. For many years, Australia has been one of the top three markets outside of Germany for Miele and the company says its Experience Centres show a clear commitment to the market. Mission: To provide the best possible customer experience. Challenge: To find your unique point of difference.

Deputy Editor Emily Bencic

MEET THE APPLIANCE RETAILER TEAM

James Wells

Emily Bencic

www.facebook.com/applianceretailer 4

Appliance Retailer August 2018

Kymberly Martin

Rod Riley

www.linkedin.com/company/appliance-retailer

Alyssa Coundouris twitter.com/Applianceretail

17 [ON THE COVER]

SMEG SETS NEW BENCHMARK Smeg celebrates 70 years of global leadership in appliance design and manufacturing this year. To mark the event the brand is releasing a series of new collections that underline its unique approach to cooking, entertaining and design choice. From the colourful, robust yet refined Portofino freestanding cookers to the ultra-premium Dolce Stil Novo collection, Smeg sets new benchmarks in design and innovation. Smeg was the first brand to collaborate with a prestige architect or designer – Guido Canali in 1986. This respect and passion for outstanding design continues with the Dolce & Gabbana small appliance collection that will be released in Australia in Spring.

45 VOLUME 24 / ISSUE #6

IN THIS ISSUE

04 06

Editorial

Built for a purpose

News

Winning Appliances acquires Michael’s Appliance Centre; Kogan to sell whitegoods; Godfreys swallowed by Arcade Finance

Freestanding Appliances Feature

Innovation aims to deliver renewed consumer interest

Undermount models carry staying power

Hisense – National Retail Training Manager

Advice on reading the room and handling objections

Built-In Appliances Feature

Kitchen renovations continue to spur growth

Rangehoods Feature

What’s Hot

Smeg Citrus Juicer, KitchenAid Freestanding Refrigerator, Miele Heat Pump Dryer and more

Five Mins With

Status Plus – Reputation is everything as is your word www.applianceretailer.com.au

AR NEWS

Kogan to sell whitegoods BY EMILY BENCIC

Michael’s Appliance Centre shares many similarities to Winning Appliances

WINNING APPLIANCES ACQUIRES MICHAEL’S APPLIANCE CENTRE BY EMILY BENCIC

Winning Appliances has acquired Melbourne-based Michael’s Appliance Centre as owner Michael Wood retires from day-to-day operations and takes on a brand ambassador role for Winnings. The existing management and sales team will be retained and the store will continue to run under the Michael’s banner in the interim, as a commercial and retail showroom. Winning Group CEO, John Winning said the acquisition represented a natural partnership as the two share many similarities as Australian family businesses and specialists in supplying the world’s best kitchen and laundry brands, by providing exceptional customer service. “Michael’s is a well-respected 40 yearold business and we see it as a privilege to continue Michael Wood’s legacy and have him remain part of the Winning Appliances business. Similar to Rick Hart’s role in Western Australia, Michael will champion the Winning Appliances brand with key customers and suppliers at external events to promote the business and foster relationships. 6

Appliance Retailer August 2018

“Michael’s is well-known to Melburnians for providing the most comprehensive service, as well as being the go-to place for over 3,000 of the city’s most prominent designers, architects and builders. We look forward to continuing to delight customers and develop these relationships, one customer, one experience at a time,” Winning said. Michael Wood said Winning Appliances has an outstanding reputation for customer service, the best brands and great showroom experiences. “I am delighted to have Michael’s Appliance Centre associated with a great family business. I am confident that the Michael’s team will continue to offer the world’s best brands and customer service, and I look forward to my role as brand ambassador.” The acquisition of Michael’s Appliance Centre will grow the Winning Appliances footprint to a total of 14 showrooms throughout New South Wales, ACT, Queensland, Western Australia and Victoria.

Kogan.com will enter the Australian whitegoods and built-in kitchen appliance market with a range of exclusively branded products including refrigeration, washing machines, dryers, dishwashers, ovens, cooktops and rangehoods. The release date for the range is expected to be before the end of the calendar year. Kogan.com founder and CEO, Ruslan Kogan confirmed that the online retailer has already signed supply and logistics agreements, and described the move as a ‘huge win’ for consumers. “The Australian whitegoods and built-in kitchen appliance market lacks competitive tension which has resulted in a limited number of players enjoying inflated margins. One major factor contributing to this lack of competition is the additional complexity and logistical requirements arising from the distribution of bulky products. “Due to the rapid growth of Kogan over the last 12 years, we are now in a positon where our logistics and distribution footprint enables us to enter this market and provide Australians with unprecedented value on a range of the most popular whitegoods and built-in kitchen appliances. “We are excited to be applying our business model to this industry and making the most in-demand products more affordable for all Australians.”

Kogan.com founder and CEO, Ruslan Kogan

Godfreys swallowed by Arcade Finance Arcade Finance director and Godfreys’ 100-year-old co-founder, John Johnston secured a takeover of the vacuum specialist after obtaining a 91% stake in the business. As a result, Godfreys has been de-listed from the Australian Securities Exchange (ASX) and will run as a private company. Johnston first submitted a conditional all-cash off-market takeover bid in April, after long-term share price declines and ongoing sales deterioration. Godfreys then warned that EBITDA for FY18 would be in the range of zero to $1.5 million. Amid the takeover bid, Godfreys welcomed back former CEO, John Hardy as interim CEO, following the resignation of Jason Gowie. Hardy was at the helm from 1983 to 2010 and again from mid-2016 to December 2017. Godfreys also appointed former COO of the Munro Footwear Group David Lee as CFO after Andrew Ford announced his resignation. Most recently, Godfreys launched a major advertising campaign across TV, print and social media to lift foot traffic and reduce warehouse stock, as part of its turnaround strategy.

According to Euromonitor International research analyst, Jorge Rosas, Godfreys’ main challenge is to continue to put themselves back into the consumers’ mind as the leading desintation for vacuum cleaners.

Schweigen shuffles sales team Schweigen has promoted Sean Beer to the newly created role of general manager for sales. Luke Hayward will move into Beer’s former position as national sales manager. Beer, who previously worked at Euro Appliances as general manager of sales and marketing, will be driving the national sales agenda via the three brands: Schweigen Silent Rangehoods, the premium pro forma cooking series of Schweigen IN (Inspiring, Innovative and Intelligent cooking products) and the Scandium appliance brand. “I am extremely excited about this new role, our direction and the products and brands we have in our stable. We are a very strong silent rangehood company, now with the ability to add value to the commercial, trade and retail channels of the appliance market, a complete package through our Scandium appliance brand, Classic Silent rangehoods and the premium pro forma series

BY EMILY BENCIC

“The retailer has to bring new and innovative models and utilise effective marketing to better promote their ranges. Godfreys should also aim to improve their website and in-store experience to better showcase product features.”

BY EMILY BENCIC

Schweigen national sales manager, Luke Hayward

Schweigen general manager for sales, Sean Beer

of Schweigen IN, all with silent rangehoods,” he said. Hayward, who has been with Schweigen since 2013 and in the industry for over 19 years, believes his knowledge will provide solutions in all applications. “With such a strong team, we will only grow and build the brand equity further by offering unique value-add solutions to our customers. I will focus on mentoring, leading and supporting the national team to make our brand even stronger.” Schweigen managing director, Anthony Fletcher said the pair bring a breadth of industry knowledge and decades of valuable sales and marketing experience to the business. “It is an exciting time for Schweigen and we are delighted to have these two new roles filled internally. We want the right people to complement our model of working, who are experienced and ready to lift us to the next level,” he said. www.applianceretailer.com.au

Liebe + Haus Osborne Park is being converted to a Winning Appliances Commercial head office and showroom

Kambo’s enters voluntary administration BY JAMES WELLS & EMILY BENCIC

fter 28 years of operation, Western Australian retailer Kambo’s placed itself into voluntary administration on June 8, 2018. A statement provided to Appliance Retailer by Peter Kambouris, explained the reasons behind the failure of the business. “It is with great disappointment that we announce that Kamb Investments Pty Ltd, more commonly known as Kambo’s, has with other businesses placed itself into voluntary administration,” the statement said. “The tough retail climate that faces Western Australia has taken its toll on this local appliance business that has been operating since 1990. The owner wishes to thank his loyal and hardworking staff, 8

Appliance Retailer August 2018

his loyal customers (spanning almost three decades) and the belief his suppliers have had in his business. He is devastated that after so many years in business that this has been the outcome. “Whilst the owner has taken responsibility for the outcome, the retail economic meltdown in WA, a result of two seasons of mild summers and late winters, resulted in a significant decline in sales, and the general uncertainty by consumers are the main reasons for winding up the business,” the statement concluded.

EMPLOYEES AND CUSTOMERS

Voluntary administrator, Cameron Shaw from Hall Chadwick confirmed that 76 employees and more than 550 customers have been affected. Of the 76 employees affected, 15 of those staff chose voluntary redundancy.

The 500 affected customers who paid for goods in full were invited to collect their goods, if the products were in the warehouse and clearly identified. The 60 customers who put goods onto lay-by are unsecured creditors and may not be able to recover their money. However, some suppliers may assist customers in re-purchasing goods at a special rate on a case-by-case basis. There is $14,000 worth of gift cards that cannot be honoured while the business is under liquidation. Five trading locations were closed during stocktake (Kambo’s Malaga, Kambo’s Canningvale, Liebe + Haus Osborne Park, Liebe + Haus Myaree and the Wangara warehouse). All sites were leased, not company-owned. Hall Chadwick recommended that the company be liquidated due to little interest in business assets.

RETAIL PROFILE AR

FRANCHISEE FINDS NEW HOME

The only franchisee within the Kambo’s retail store network, located in Harvey 140km south of Perth, found a new home within the Retravision group. The proprietor of the store, Dave Beech, told Appliance Retailer, that he is looking forward to remaining within the Narta family by joining Retravision and no longer being a franchisee of the Kambo’s business. “Due to the current circumstances affecting the Kambo’s management, Dave’s Kambo’s Harvey is excited to announce that it will be transitioning to Dave’s Retravision within the coming weeks,” Beech said. “We would like to reiterate that the voluntary administration does not include Dave’s Kambo’s in Harvey and we would like to reassure our valued and loyal customers, suppliers and staff that it will continue to be ‘business as usual’. “We would also like to thank Peter Kambouris and his staff for their support, mentoring and friendship over the past five a half years and we extend our heartfelt care and commiserations to Peter, his family and staff in what is a difficult and confronting time. “It is a sobering reminder to us all of the challenging, demanding and ever changing landscape of retail,” Beech said. Retravision managing director, David Dorsett-Lynn confirmed to Appliance Retailer that the Harvey store will be joining his group. “We are very happy to welcome Dave’s store to the Retravision group,” he said.

Kambo's owner, Peter Kambouris with his wife, Maria

“THE RETAIL ECONOMIC MELTDOWN, A RESULT OF TWO SEASONS OF MILD SUMMERS AND LATE WINTERS… AND THE GENERAL UNCERTAINTY BY CONSUMERS ARE THE MAIN REASONS FOR WINDING UP THE BUSINESS.” WINNING GROUP TAKES OVER LEASE The Liebe + Haus store in Osborne Park is being converted to a Winning Appliances Commercial head office and showroom with Winning Group taking over the lease. The 1,235 square metre commercial showroom on Hutton Street will complement the Winning Appliances retail showroom closely located on King Edward Road. “Our continued investment in the WA market will ensure that the local building industry will continue to benefit from our unrivalled experience, local knowledge and our offering of the world’s best appliance brands,” Winning Group CEO, John Winning said. Winning Group will also open a 14,000 square metre, purpose-built distribution centre in Perth’s Kewdale later in the year.

Daves Kambo’s finds a new home within the Retravision group

KAMBO’S CUSTOMERS THROWN A LIFELINE

Winning Appliances is inviting customers who have made a standard deposit of up to 30% on appliances through Kambo’s or Liebe + Haus to contact any of its three Perth stores – Osborne Park, OConnor or Joondalup. “We want to help all customers who have paid money and not received their goods,” Winning Group CEO, John Winning said. “Any customer who has made a standard deposit of up to 30% on appliances through Kambo’s or Liebe + Haus is welcome to our three stores and we will fully honour those deposits so there is no loss to the customer.” For customers who have paid in full and not received goods, this will be looked at on a case-by-case basis. “We will do whatever we can to help financially to at least the same 30% deposit level,” he said. “We understand how tough this situation can be for customers, especially at a time that should be one of excitement and joy. So we are helping these customers in the hope of starting a relationship, as many people in Western Australia may not be aware of the Winning Appliances' approach to customer service, which other parts of the country have known for generations.” AR www.applianceretailer.com.au

AR NEWS

Amazon: Prime is just the beginning

BY EMILY BENCIC

Amazon claims that Prime members in Australia have access to the widest selection of Prime benefits ever for a country launch

Amazon has made its Prime membership program available to Australian consumers just six months after launching locally. Amazon Prime International vice president, Jamil Ghani says it is just the beginning for Prime in Australia. “We will keep making it better, adding even more selection and benefits,” he said. But how does it currently compare to its US counterpart?

The Australian program offers free, two business day delivery to almost 90% of the population. A free 30-day trial is available and Prime can then be purchased for $6.99 per month, or an annual payment of $59. Until 31 January 2019, there is an introductory promotional price of $4.99 a month. Amazon Prime in the US offers free same-day and next day delivery on over one million products and in select cities, Prime Now guarantees two

hour delivery on tens of thousands of items including household essentials, Amazon Kindle, Echo, Fire and more. Following the free US trial, Prime can be purchased for $12.99 per month or an annual payment of $119. Amazon claims that Prime members in Australia have access to ‘the widest selection of Prime benefits ever for a country launch’. This includes free delivery on millions of local and international items with no minimum purchase; access to Prime Original series and other popular movies and TV shows with Prime Video; access to over 1,000 e-books with Prime Reading; benefits for gamers with Twitch Prime and access to discounted priority delivery and more. Free two business day delivery is available to customers in Adelaide, Brisbane, Canberra, Hobart, Melbourne, Perth and Sydney and regional cities such as Albury-Wodonga, Bendigo, Gold Coast, Gosford, Newcastle, Shepparton–Mooroopna, Toowoomba, Wagga Wagga and more. Prime members in more remote or rural locations will receive free expedited shipping within four or five days.

PHILIPS ANZ UNDER NEW LEADERSHIP Royal Philips has named Matt Moran as managing director for Philips Australia and New Zealand and general manager for health systems. Moran previously held the position of vice president and general manager of personal health ASEAN Pacific. In his new position at the helm, replacing Kevin Barrow who left the business earlier this year, Moran will be responsible for the health systems, personal health and sleep and respiratory care businesses, leading a team of more than 450 staff. With more than 20 years experience at Philips, he will focus on driving health transformations, value-based care and other growth opportunities that will further strengthen Philips’ leading positions in the industry. Philips ASEAN Pacific CEO, Caroline Clarke, said, “We are very pleased to have Matt in this critical position for our region to stay ahead 10

Appliance Retailer August 2018

Philips Australia and New Zealand managing director and general manager for health systems, Matt Moran

of a rapidly changing healthcare industry. He is well positioned to lead our team in Australia and New Zealand with his proven track record of delivering results for Philips over many years. Matt will continue to drive our strategic vision of transforming our footprint so we can better respond to our customers’ needs and allow for care to be integrated more seamlessly.”

BY EMILY BENCIC

In his tenure at Philips, Moran has held several senior leadership positions in general management, sales, marketing and business transformation across multiple countries in ASEAN Pacific, including Australia, as well as Europe and Russia. “I am very proud to be appointed as managing director at this pivotal moment where the company is driving new solutions and models of care that make an impact to people and their communities to improve outcomes,” Moran commented. “I look forward to being in Australia again and together with the team, working collaboratively with our customers, government and other industry partners to provide the most innovative solutions that support health and well-being, personal care, and shape and transform the way health care is delivered and experienced.”

Imagine picture quality so vibrant, so crisp, so clear, you could almost reach out and touch it. The 2018 Hisense ULED 4K TV range reflects the real world on screen like never before, with premium features such as 1000+ Dimming Zones, Quantum Dot Colour and HDR Supreme 2500-nit Peaking Brightness delivering a truly immersive viewing experience. Whites look whiter, blacks look darker, and colours look stunningly vibrant â&#x20AC;&#x201C; TV has never looked this good.

*Hisense ULED TVs utilise LCD screens with LED backlighting, 75in Series 9 shown (model 75P9).

AR NEWS

De’Longhi updates in-store oven displays BY EMILY BENCIC

L to R: Camberwell Electrics owner Hans Vanderstadt, ambassador Gabriel Gaté, Axel Vanderstadt and Felicity Vanderstadt

CAMBERWELL ELECTRICS OFFICIALLY OPENS NEW LOOK SHOWROOM BY EMILY BENCIC Camberwell Electrics owner Hans Vanderstadt was host to suppliers, marketing and VIP guests to officially open its fully renovated showroom with over 500 major appliances and 40 showcase displays across three levels. He was accompanied by brand ambassador and celebrity chef, Gabriel Gaté. “One of our aims is to continue building the concept of being a permanent Home Show as an interactive display advisory centre. We don’t want to just sell product, we want to be the first place customers can come and get total home solutions and advice,” Vanderstadt said. “Clive Peeters founder, Clive Savage said to me many years ago. ‘Build a single

fantastic store…the best you can.’ This inspired me to reinvent the Camberwell store. I grabbed the opportunity with both hands and ran with it. “The renovation was a huge undertaking and journey. After months of planning and discussions with suppliers, the team and I were able to get it all across the line in less than two weeks. We did it, stayed relatively sane and still had fun. “Camberwell Electrics was established in 1952. Now bring on the next 50 years,” he said. The launch evening consisted of welcome speeches, French-inspired food and live music from a three-piece jazz band.

De’Longhi has completed a national roll out of 40 new in-store displays for its Vintage freestanding oven range. The company claims that the displays have been so well received that there are requests for another 11 of them to be installed. De’Longhi activations manager, Ricel Bernardo said, “We are excited to expand our in-store visibility and the Vintage oven displays are a great showcase of this direction. “We started with 40 displays and plan to continue rolling out the format over the new few months.” The Vintage freestanding cookers are a blend of old and new, taking inspiration from 1950s styling and rejuvenated for the modern home with iconic design and colours. Read more in our Freestanding Cooking Feature from page 33.

David Jones announces management restructure David Jones has consolidated its management and head office team, upon a strategic cost review of the business to provide a ‘flatter, more customerfocused structure’. Under the new structure, the role of MD, Clothing and General Merchandise will be discontinued and consequently, David Collins will be leaving the business. “We thank David for his commitment and contribution and wish him the best in his future endeavours. The merchandise leadership team will now report directly to David Jones CEO, David Thomas enabling stronger alignment across our 12

Appliance Retailer August 2018

core merchandise categories,” a David Jones spokesperson said. A number of other head office roles have been made redundant and

BY EMILY BENCIC

as a result, a further 15 people will be leaving the business. “These have been extremely difficult changes to make but they are a necessary step in enhancing our competitiveness and positioning the business for future success. We have offered redeployment opportunities to as many of those affected as possible. “These changes will remove both cost and complexity at a time of significant challenges within the retail sector while enabling further strategic investment where it is needed,” the spokesperson continued.

O U R G I F T TO YO U This Father’s Day, Nespresso is offering all coffee lovers $50 to spend on Nespresso coffee capsules when they purchase any Nespresso coffee machine. Promotion valid between 30th July 2018 and 16th September 2018.

RECEIVE

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V ERT U O

ORIG IN AL

*Receive $50 Nespresso coffee capsules (“coffee credit”) when you purchase any Nespresso coffee machine. Offer valid between 12:01am AEST 30/7/18 and 11:59pm AEST 16/9/18. See full terms and submit claim at www.nespressopromotion.com.au by 11:59pm AEDT 16/10/18. Use coffee credit in full single transaction by 16/11/18. 1 claim per purchase. Maximum 3 claims per Nespresso Club member. MINIMUM CASH SPEND required to use coffee credit. Cannot be used with other Nespresso offers.

AR NEWS

Fujitsu General Australia hosts national conference Fujitsu General Australia recently held its 21st national conference in Darwin and Kakadu National Park. Delegates from around Australia and New Zealand, shared the brand’s vision and strategies for the future, celebrated success and reflected on the previous year’s achievements. Fujitsu General managing director, Philip Perham said the company strives on improving culture, innovation and providing customers with the best possible service. “Our focus this year is to continuously improve in these areas, and to take responsibility on how we react to situations and challenges, to drive a positive change that continues personal and business growth.” The conference concluded with an annual awards dinner to celebrate staff and business achievements. The 2018 winners were: • Matt Bailey (QLD): Business Development Manager of the Year – Retail

Fujitsu General delegates at the national conference

• Shashi Pandey (VIC): Business Development Manager of the Year – Commercial • Daniel Watson (NSW): Business Development Manager of the Year – Dealer

Target store network to be reduced Wesfarmers has confirmed plans to reduce Target floor space by around 20% as the department store division focuses on improving sales and accommodating shopper behaviours. Target has a 305-store network around the country. “As leases expire, our network plan will see some 20% of floor area removed from our portfolio, dependent upon trading performance and competitor dynamics,” department store CEO and Target managing director, Guy Russo said. “We are focused on reducing unproductive space and delivering an engaging online experience. As part of this, we expect over time that store sales will partly and progressively migrate online. We do expect store sales density to improve as we remove unproductive space. “We continue to refine our store network plan…On an annual basis, we review the distribution of selling floor and store formats across the country. Over time, we expect our Kmart store network to grow and our Target network to reduce. Overall for department stores, there will be some modest growth in selling floor area. 14

Appliance Retailer August 2018

BY EMILY BENCIC

• Alex Turner (NSW): State Manager of the Year • Trevor Cook (Head Office): Innovation Award • Lucky Sayathit (Head Office): Culture and Values Champion of the Year

BY EMILY BENCIC

Most recently, the department store improved the availability of product ranges, launched an AfterPay service and increased store fulfilment to reduce delivery times to improve the overall shopping experience. “We will also improve our website with enhanced design and content, as well as increased personalisation. We are also committed to Target floor space will be delivering a more productive reduced by around 20% and convenient click and collect and we are making “In creating Target’s network investments in store mobility and digital plan, we have focused on individual payments,” Russo said. site assessments, looking at Target will continue to progress financial materiality and catchment its store renewal trials and although attractiveness, online proposition the trials have been positive, more relevance and overall value creation for validation is required before capital is department stores,” he continued. allocated to a broader renewal program, he said. “We have also recently ACCELERATION OF ONLINE, commenced resetting space to our STORE RENEWAL TRIAL blueprint – our 50 largest stores focused Target has made good progress in on improving sales density through resetting its online proposition which space allocation and product adjacency, continues to grow strongly and is now bringing women’s, kids and home to the more profitable, according to Russo. front of the store.”

It doesn’t just look good... No need to compromise functionality for style with the MR-LX630. Its toughened glass front panels not only presents a luxurious finish but opens up to a total capacity of 630 Litres, perfect for the modern entertainer. What sets it apart from the rest? » Front glass panels available in Argent Silver and Brilliant Black. » 4.0 Energy star rating resulting in an optimum and quieter operation. » Automatic ice maker that doesn’t require plumbing and a 1.2 Litre water tank. » Separate vegetable drawer with a full width tray, making organisation a breeze. » Supercool chilling case which provides the convenience of food ready to cook without the need to defrost.

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Phone:1300 280 625

AR OPINION

Reading the room and handling objections

HISENSE NATIONAL RETAIL TRAINING MANAGER, CHRIS MAYER

o matter how big or how small, a brand’s customer base is the key to its success and longevity. Retailers can meet hundreds of customers a week and each of these customers are likely to have different budgets, needs and wants. Retail salespeople are often a customer’s first point of contact on the purchase journey and it’s essential to be able to read the room and respond swiftly to any objections that may arise.

UNDERSTANDING YOUR CUSTOMERS The initial conversation with a customer as they enter your store serves as an opportunity to connect and establish a value system. It’s during this conversation that you can begin to build a relationship in which they feel they can trust your advice and in turn, you can better understand the reason for their visit. Once you’ve understood your customer and established their budget, brand preferences and home set up you can suggest suitable products.

HANDLING OBJECTIONS AND HESITATIONS

Retailers can appreciate that a television is a significant investment and customers can have hesitations or objections to making a purchase straight away. One way to overcome hesitations and objections is the “ACT” method.

1/ Acknowledge the objection

A common mistake salespeople make is to jump straight into presenting a solution to an objection. Customer: “This TV is too expensive!” Salesperson: “Okay, I’ll give you a discount.” The key is to acknowledge the objection and then decide with the customer whether to pause in the discussion and address the objection now or to continue and address it later 16

Appliance Retailer August 2018

A COMMON MISTAKE

SALESPEOPLE MAKE IS TO JUMP STRAIGHT IN TO

PRESENTING A SOLUTION TO AN OBJECTION.

during the sale. It’s critical to ensure the customer knows you have heard them and understand the concern.

Above: Hisense national retail training manager, Chris Mayer

Customer: “This TV is too expensive!” Salesperson: “Just so I can understand, are you are saying this TV is a bit more expensive than you expected?”

Salesperson: “May I clarify, are you not seeing the value in this TV, or would any TV at this price point be too expensive?”

2/ Clarify the objection

3/ Test a solution

As a salesperson, when addressing an objection you should make sure you have a clear understanding of the underlying concerns. Probe for detail. Many objections are driven by underlying issues the customer either can’t or is not ready to articulate. If they aren’t uncovered, your idea for addressing the objection is likely not to be accepted and the objection will just pop up later in the sales process.

Once the objection is clarified; it’s time to propose a way to handle it and test whether the customer understands and agrees with the proposed approach.

THE BOTTOM LINE

By better understanding your customers, including their purchasing motivations and habits, you can personalise your customer service and overcome hesitations efficiently and effectively. AR

FEATURE

Dolce Stil Novo by Smeg - passion meets precision in a true culinary masterpiece. Smegâ&#x20AC;&#x2122;s finest and most comprehensive collection to date.

AR BUILT-IN

OUTLOOK

Kitchen renovations continue to spur growth

n increasing desire for minimalist aesthetics and seamless integration with cabinetry has driven growth in the built-in appliance category, according to Euromonitor research analyst, Jorge Rosas. “Built-in hobs experienced a positive year, recording volume growth in 2017, while ovens experienced growth in both volume and value terms,” he said. “Kitchen renovations in Australia continued to be the main growth driver in the builtin appliances market.” Data from GfK has shown that built-in ovens saw unit growth of 4.6%

BY EMILY BENCIC and value growth of 0.7%, with a shift toward models with pyrolytic selfcleaning, growing 13% in value in 2017. Cooktops increased by 4.8% in units and 2.1% in value with similar growth across all types, although induction led the category, now accounting for over a third of total value. After a soft start to 2017, the cooking appliances market picked up in the second half of the year, stimulated by a high proportion of discounted built-in appliances, according to GfK. This marked an important shift, as throughout 2015 and early 2016, these categories saw value growth exceed unit growth, due to rising demand for premium appliances.

Kitchen specialists, such as Whitfords, continue to enjoy healthy sales in cooking and are not yet feeling the pinch from online as customers look to personalised service, as well as an up close touch and feel experience (read more on page 36). From a supplier standpoint, consumers want more choice when it comes to size, design, colour and functionality. Demand for black appliances is set to continue and cooking with steam is showing no signs of a slowdown. Consumers are also investing in supplementary appliances such as compact combi-ovens and vacuum drawers to enhance the cooking experience. AR

TRENDS

Premium look coupled with professional performance

here are two key customer types when it comes to built-in appliances, according to Smeg. “Consumers with smaller kitchens, who still love to cook, want 60cm models and consumers who love entertaining or have larger families choose the 90cm models,” national marketing manager, Olivia Anderson said. As the 60cm market is integral to 45cm compact built-in ovens, Smeg has enjoyed healthy sales in compact speed

Olivia Anderson – Smeg.

ovens, both microwave and convection, as well as combi-steam and microwave/ grills. “Consumers want to be able to tailor their kitchen appliances to the style of cooking they prefer.” Over at Bosch, features that were previously exclusive to premium models are now available across the new range of Series 2, Series 4 and Series 6 appliances. “From steamassisted cooking and pyrolytic cleaning to automatic programs and sleek contemporary aesthetic, Bosch has

always followed the objective of not only offering high-quality design but making it accessible to all households,” brand manager, Maja Pejovic said. For Gaggenau, the premium offering within the BSH stable, the strongest trend is cooking with steam and in particular, the use of sous-vide. “The health and flavour benefits of steamed food not only impress star chefs but can now be achieved in the home with combi-steam ovens paired with vacuuming drawers,” brand communications manager, Olya Yemchenko said. Midea sales director, Mark Rains also made note of the strong growth in steam. “All major brands now provide steam functionality in their product feature set. Our Edge Ovens with Microwave Function offer this at a more economical price. In kitchen design, we have seen increased demand for more cabinet and storage space,” he said. There is a clear resurgence in black glass for De’Longhi with its gas on glass cooktops continuing to

Maja Pejovic – Bosch.

Jessica Hull – De’Longhi.

“CONSUMERS WITH SMALLER KITCHENS WANT 60CM MODELS AND CONSUMERS WHO LOVE ENTERTAINING OR HAVE LARGER FAMILIES CHOOSE 90CM.” – Smeg, Olivia Anderson

experience growth, years after they were first released. “They are stylish, Italian made and an easy clean cooktop solution,” senior category manager, Jessica Hull said. “Our built-in ovens also feature a black glass design and the cohesion between the two makes these a statement piece in the kitchen.” Black is also a popular choice at Eurolinx and national sales manager, Tristan Peters, believes this could be attributed to European home trends that use darker finishes in the kitchen. “We have a complete offer across all sizes including 60, 75, 76 and 90cm, as well as accompanying compacts, which have contributed to strong growth.”

SMEG’S FINEST EVER • ARRIVING THIS SPRING SMA18885

AR BUILT-IN At Shriro, minimalist design and improved energy efficiency continue to be at the heart of its Omega product strategy. “We offer enhanced features and benefits with no compromise in design or aesthetics,” senior product manager, Michael Sultana said. “Our customers continue to highlight the importance of European design and style at an affordable price.” In June, Whirlpool officially unveiled its range of KitchenAid major appliances, designed for consumers who want appliances that make a statement, are modern, quality-driven and perform exceptionally well.

Tristan Peters – Eurolinx.

Appliance Retailer August 2018

Michael Sultana – Shriro.

“We have poured our passion into reimagining our major cooking appliances and everything we do is designed to give users a professional performance that is nothing less than what retailers and consumers have come to expect from KitchenAid,” general manager for marketing, Liam Bryers said. The Whirlpool branded built-in cooking range will expand later this year with the W Collection of premium appliances that were first showcased at EuroCucina in Milan. Seamless integration of appliances into kitchen design was highlighted as a key trend by Electrolux category

manager for food preparation, Dominic Wong. “Appliance design should be sleek and interfaces stylish and clean for aesthetic and functional purposes,” he said. Steam cooking continues to gain traction at Miele with strong awareness among retailers and consumers. “It delivers health benefits while food retains its natural flavour, colour and nutrients. Steam ovens also require much less cleaning and maintenance than conventional ovens,” product manager for built-in and beverage preparation, Kylie Taylor said. Health benefits of steam cooking are also being realised by Glen Dimplex

Liam Bryers – Whirlpool.

S MEGâ&#x20AC;&#x2122;S FINEST EV ER

WHERE PASSION MEETS PRECISION, COMES A TRUE CULINARY MASTERPIECE

smeg.com.au SMA18884

AR BUILT-IN

Dominic Wong – Electrolux.

customers with compact steam ovens and steam assist ovens high on the shopping list. “Pyrolytic ovens and induction cooktops are also in demand,” product manager for built-in, Mark Geier said. When it comes to appliance design, the on-trend black finish is a popular choice. “Our Euromaid Black Pearl Series, released three years ago, has experienced year-on-year growth due to its contemporary clean line design and family style look.” The Belling Black range also continues to sell well with the addition of a 60cm pyrolytic oven. The vast array of technology available to consumers from combination steam, microwave and convection has led to increased competition in the built-in cooking market, Glem Gas managing director, David Gilmore said. “These products often offer a smart control system that

does the cooking for you. However, time will tell if consumers really want the oven to tell them how to cook.” Bertazzoni is the new entrant to the local built-in cooking market since establishing an Australian subsidiary earlier this year. On the back of its success in the US market, the company will continue its offering of quality, form and function with styles that fit a multitude of kitchen spaces, general manager, George Alikakos said. “We have all necessary ingredients including pyrolytic, steam and TFT interactive displays, and when it comes to our hobs, we offer gas on steel, gas on glass and gas on stone.” Bertazzoni has also introduced a carbonio finish to its professional built-in ovens, as well as zinc and copper finishes on the modern series. Fisher & Paykel is supporting the growing trend toward various kitchen

Kylie Taylor – Miele.

David Gilmore – Glem Gas.

“CONSUMERS ARE BEING BOMBARDED WITH DESIGN AND RENOVATION SHOWS SO THEY ARE LOOKING FOR EXCELLENCE IN DESIGN AND FUNCTIONALITY.” – Ariston, Caitlin Mazzallo

configurations. “This includes stacking companion appliances vertically, placing them side by side or in a twoby-two block to suit the kitchen layout and complement how the customer cooks,” senior product manager, Belinda Toner said. “Consumers are also increasingly looking for appliances with the same lines and finishes.” This view was also put forward by Ariston marketing coordinator, Caitlin Mazzallo who said consumers demand aesthetically streamlined appliances with consistency in styling across product categories becoming a must. “Consumers are being bombarded with design and renovation shows so they are looking for excellence in design and functionality,” she said. In addition to being visually appealing, kitchen appliances are becoming lifestyle companions, according to V-Zug marketing manager, Siobhan Traficante. “Consumers expect their appliances to support a healthy lifestyle and provide inspiration to achieve this in the simplest way possible,” she said. AR

George Alikakos – Bertazzoni.

Appliance Retailer August 2018

Steam ovens and induction cooktops dominate the category

meg will release its muchanticipated Dolce Stil Novo collection of premium appliances in September with several world-firsts. “No other brand has such an extensive range of beautiful and sophisticated appliances that are unrivalled in aesthetics and technology,” Smeg’s Olivia Anderson said. Designed by Italian architect, Guido Canali, the collection was inspired by the 13th Century movement in Sicilian and Tuscan love poetry. “It illustrates that true beauty comes from within, from excellent quality materials and leading edge technology,” she said. A hero product within the collection is the Dolce Stil Novo Steam Assist Oven (SFPA6604STNR), featuring Thermoseal Plus with three levels of steam injection, Smartsense Plus with 50 guided cooking programs and pyrolytic cleaning capabilities. Its 79 litre capacity is complemented by a colour touch TFT display, soft close door and ever clean enamel. The oven will have an RRP of $5,990. Bosch Series 6 ovens now include a meat probe to measure the core temperature of meat continuously and precisely. The 3D HotAir feature distributes the heat throughout the oven quickly and evenly, and means dishes can be cooked on up to three shelves at a time without any flavor transfer. Series 6 appliances now feature EcoClean Direct and pyrolytic self-cleaning functions. The flagship built-in microwave with steam function (COA565GS0A) can be used as an added steam microwave or for pure steam cooking. Siemens is introducing the iQ700 studioLine range of built-in ovens and companion appliances with a new blackSteel exterior, as

well as fullSteam and pulseSteam functionality, previously only available in the 45cm compact oven. Gaggenau has remodeled its iconic 90cm oven released over 30 years ago, now the EB 333, in recognition of 333 years of working in metal. Staying true to its origins, it is a traditional avant-garde design with enhanced technological updates and design features – most notably the single piece 3mm thick stainless steel soft open and close door. Other features include a new cavity that houses an updated lighting concept, control module TFT touch display and black rotary knobs, available as an accessory. Built-in designs in flush and proud mounting options provide flexibility and fit in with individual kitchen styles. In early 2019, De’Longhi will launch a new gas on glass cooktop range. The hero product, the GasMatik cooktop, combines the company’s most powerful dual burner with touch control auto-off timer and auto-reignition. The recently launched 200 Series Double Oven from ILVE pays homage to kitchen trends from the 1980s and 1990s with a separate grill underneath the main oven. Key features include pyrolytic cleaning, an ultra-clean, nickel-free grey enamel interior and removable and adjustable telescopic racks. Functions include convection, fan grill, fan forced, pizza and more. The Versa induction and gas cooktop from ILVE combines a brass infinity wok burner and four zone induction cooktop that is 90cm in size and finished in black ceramic glass. Newly designed black tempered glass gas cooktops were also released in early 2018. ILVE has also brought together an integrated downdraft hood

RANGES

Bosch Series 6 60cm Built-In Microwave Oven COA565GS0

ILVE 200 Series Double Oven

BOSCH SERIES 6 OVENS NOW INCLUDE A MEAT

PROBE AS WELL AS ECO

CLEAN DIRECT AND PYROLYTIC SELF-CLEANING FUNCTIONS.

Midea G3 Edge Series Oven 7NF30T0

www.applianceretailer.com.au

Cooking everyoneâ&#x20AC;&#x2122;s favourite dishes just got deliciously easy. From steam-assisted cooking and pyrolytic cleaning, to automatic programs and a sleek contemporary aesthetic, the new Bosch Series 6 range of cooking appliances are here to make your time in the kitchen an absolute delight. Every meal, now made easier and faster.

Customise your oven with the handy new accessories:

Half-Size Slim Trays to prepare two different dishes NEW at the same time. ClipRail telescopic rails that easily click onto any level for added convenience.

Meat Probe to help you cook meat precisely to your liking. www.bosch-home.com.au

AR BUILT-IN KitchenAid Chef Touch Twelix Steam Oven

Electrolux 60cm Multifunction Steam Assist Oven EVEP618SC

Miele TwoInOne Cooktop KMDA 7774 FL

Omega 90L Built-In Oven OBO691GG

Appliance Retailer August 2018

and induction cooktop with the Fusion that features four electronic cooking zones and nine power levels. As it celebrates its 50 year anniversary, Midea enters the local market with a full range of major kitchen appliances. Its Hero G3 Edge Series built-in ovens, scheduled for a late 2018 launch, will transition the brand toward a more premium position, but continue to reinforce its value for money offering. Features will include a TFT touch display, 30 auto cooking programs and six minute fast heat up. The range, which has been developed by the companyâ&#x20AC;&#x2122;s Italian-based research and development team, will comprise three 60cm models with 72 litre capacity. Two models will offer a microwave function. The recently launched KitchenAid major appliance range includes Sous Chef induction hobs with full bridge cooking zone and sous-chef function. The multifunction oven range features an integrated steam function, fourlevel cooking system and multipoint professional probes. The Chef Touch sous-vide system is a sophisticated three-part system incorporating a steam oven (RRP $4,699), vacuum sealer (RRP $4,999) and shock freezer (RRP $4,999). The 34 litre capacity oven has 10 sous-vide cooking functions, two sous-vide refrigeration functions,

four special functions, five traditional functions and an advanced cleaning and maintenance system. Accessories include a temperature probe, sponge, steam tray, drip tray and grid. The built-in vacuum sealer features four functions and includes two sets of pouches â&#x20AC;&#x201C; one for cooking and another for storage, as well as two sous-vide containers as an optional accessory. The built-in shock freezer sports a 41 litre capacity with four different cycles including hard blast chilling, soft blast chilling, fast freezing and drinks cooling. It also has a time operation mode, temperature operation mode and end-of-cycle signal. It includes a temperature probe and one rack. Whirlpool will bring enhanced interfaces and voice technologies, such as Google Assistant, across its new product range. The forthcoming 6th Sense Live app that accompanies the connected oven and hob offers a special meal planning feature with recipes recommended according to taste and dietary preferences. It can also create shopping lists based on the recipes chosen and guide consumers step-by-step via the TFT screens. Connectivity, innovation and integration are three core pillars of the Electrolux built-in cooking range. The Electrolux steam oven range includes the 60cm multifunction steam and pyrolytic

Better Everyday

AR BUILT-IN oven (EVEP618SC) that incorporates the enhanced FullTaste Steam System for the perfect combination of steam, moisture and heat. The AEG 60cm SteamPro steam oven with sous-vide (BSK892330M) has three cooking modes and an advanced humidity sensor, while the Westinghouse stainless steel 60cm multifunction steam assist oven (WVE617S) uses steam technology to effectively heat food in a moist environment to deliver quality results with maximum nutrition and flavour. Winner of a 2018 Good Design Award, the Miele TwoInOne cooktop combines induction cooking with an integrated downdraught extractor. On the 80cm cooktop unit, the central extractor is framed by two variable PowerFlex zones. TwinBooster mode for bringing water to the boil and food warming and Stop & Go functions ensure additional convenience. The cooktop can be installed flush or proud-mount. RRP is $5,799. Omega has launched four new European-made, 90 litre ovens (OBO674X, OBO676X, OBO690GG and OBO691GG). Unique side racks and a deep baking tray have been designed for increased flexibility to utilise the full space and cook more food. In response to customer feedback for more power, flat pan support and easy cleaning, new Omega gas on glass cooktops consist of a 30cm single wok burner model (OCG30FFX), 60cm three burner model (OCG63FFX), 60cm four burner model (OCG64FFX) and 90cm five burner model (OCG95FFX). The Black Pearl Series 60cm XL pyrolytic oven (RRP $1,799) from Euromaid features a 94 litre capacity, touch controls, standard or economy pyrolytic modes and rapid heat mode. Other key features include three telescopic runners, fully removable quadruple glazed glass door and multilevel cooking. The oven is available in stainless steel and black glass. The Belling IB45CS steam combioven (RRP $1,699.95) offers steam, bake and microwave modes, as well as combination options. It boasts 80 automatic cooking programs, touch controls with LED display and a 34 litre capacity. 28

Appliance Retailer August 2018

Euromaid Black Pearl Series XL Pyrolytic Oven ETP12XL

Glem 60cm Gas Oven GF64GEI

Bertazzoni Professional Built-In Steam and Pyrolytic Oven F6011PROVTX

V-Zug Vacuum Sealer

Hero products in the Glem Gas built-in range include the Emilia 60cm stainless steel gas oven (RRP $1,299) and Glem 60cm gas fan assisted oven (RRP $1,499). Both ovens are Italian made, hold the temperature to within five degrees during the cooking cycle, feature fan assisted and static cooking functions and triple glass doors. Larger models are currently in development and are scheduled for an early 2019 launch. The Professional 60cm builtin steam and pyrolytic oven from Bertazzoni features a TFT control panel, triple glazed door and fan cooking system. Bertazzoni Assist offers 33 pre-set cooking programs and a food probe is included. Fisher & Paykel ActiveVent technology, featured across a range of built-in ovens, optimises moisture in the cavity and cooking performance based on the chosen recipe. For example, Vent Bake increases airflow and removes moisture to help crisp potatoes, while the Traditional Bake function retains moisture, ideal for a gooey chocolate cake. The V-Zug combi-steam oven XSL (RRP $7,999) offers 116 EasyCook guides, 85 pre-set recipes, 10 pre-set soft roasting programs and a food probe. The accompanying V-Zug vacuum drawer (RRP $4,499) has been designed for precision temperature control and ability to vacuum seal meals in advance while retaining vitamins, minerals, colours and flavours. It has three different levels of vacuum sealing suitable for liquids and fruits, fish and vegetables, and meat and frozen food. The vacuum drawer includes an accessory set for sealing jars and wine bottles. Sealing pads for the food probe are sold separately. Ariston has launched a new range of compact microwaves with Dynamic Crisp function for perfect crisping and roasting results. Other hero products include the built-in pyrolytic oven FI7 891 SP IX A AUS and built-in microwave and grill MP796 IX A. The oven offers a 73 litre capacity, 22 functions, 28 recipes, three self-cleaning modes, meat probe and telescopic guides. The microwave and grill has a 40 litre capacity, 2800 watts, 10 power levels and automatic cool down function. AR

AR BUILT-IN

Smeg Dolce Stil Novo Steam Assist Oven SFPA6604STNR `` 17 functions `` 79 litre capacity `` Colour touch TFT display `` Pyrolytic cleaning

Incorporating Thermoseal Plus with three levels of steam injection and Smartsense Plus offering 50 guided cooking programs, this oven embodies leading edge technology.

RRP: $5,990

Smeg: 02 8867 4888

Bosch Series 6 60cm Built-In Oven HBT578FS1A Consumers can now prepare dishes to perfection thanks to AutoPilot 30 preset automatic programs and meat probe to measure the optimal core temperature of roasts.

`` 3D HotAir ensures optimal heat distribution `` Pyrolytic cleaning `` White LCD display control `` One-level telescopic rail

PRODUCT GALLERY

RRP: $2,049

Bosch: 1300 369 744

Omega 90cm Gas Cooktop OCG95FFX `` Black glass with black aluminum finish `` Electronic ignition `` Flame failure `` Cast iron trivets

RRP: $1,299

Shriro: 02 9415 5000 This 90cm cooktop has five burners including a dedicated wok burner. Made in Italy, it has a two year warranty and can be complemented by a matching oven and rangehood.

Appliance Retailer August 2018

Deâ&#x20AC;&#x2122;Longhi 60cm Built-In Oven DEP7410 With a family size 85 litre capacity, this model boasts the latest easy to use touch control interface and a new pizza function that cooks pizza in less than five minutes.

`` Telescopic runners `` Catalytic liners `` Halogen flood lighting `` Cool touch triple glaze doors

RRP: $1,899

Deâ&#x20AC;&#x2122;Longhi: 1800 126 659

ILVE Versa Cooktop `` 90cm width `` Black ceramic glass finish `` Removable burner cap, trivet and supports `` Wok burner with four zone induction cooktop

RRP: $3,999

Eurolinx: 1300 694 583

Kitchen appliance design has reached new heights with both gas and induction cooking in one cooktop, in addition to an infinity wok burner for Asian cuisine.

AR BUILT-IN PROMOTIONS

FROM THE FLOOR

DE’LONGHI

With the purchase of a selected De’Longhi oven, consumers will receive a bonus pizza accessories pack valued at $169. Offer ends 31 December 2018.

With Ben Whitford from Whitfords

he built-in cooking category continues to be an area of growth for Whitfords in Sydney’s inner west. This growth is largely driven by new kitchen aesthetics created by designers and architects, according to sales and marketing manager, Ben Whitford. “Nearly every cooking brand in Australia offers a built-in range,” he said. “I expect the category to continue to grow and be a very strong part of our business due to the constant introduction of new technology and styles, giving Australian consumers endless options.” Whitford says compact companion products are making a big statement as they offer a variety of cooking options, including built-in automated menu programs. “Consumers can cook almost any meal with a press of a button. Combi-steam ovens are an attractive option as they are a great way to cook healthy meals,” he said. When asked about the factors that drive purchase decisions, it comes as no surprise that technology came out on top. “Wireless capabilities built into ovens will not be far off Australian shores and colour screens 32

Appliance Retailer August 2018

are already featured in a lot of brands. It is only a matter of time before all you have to do is put food in the oven and the oven does the rest.” Supplier promotions are also key as consumers always look for a discount or bonus. “Promotions are always important in the appliance world but suppliers need to think differently and change it up as they are becoming repetitive and customers are aware of this,” he said. “There are many different types of customers out there. There are those who are influenced by online channels and don’t even come into the showroom. Then there are those who research online and head into store for further information and to make the purchase. There are also customers who come to the store just to get information from the salesperson. “I believe the majority of customers already know what they want, they just come in store to fine tune their decision and make the purchase. Even though online is growing, bricksand-mortar stores remain vital as they provide a personalised service, knowledge of the salesperson and an opportunity to view the product up close and personal.” AR

KITCHENAID

The KitchenAid experience display in the newly renovated Camberwell Electrics store in Melbourne is host to live demonstrations.

MIELE

In August, consumers will save up to 20% on selected Miele ovens and 10% on steam appliances, in addition to bonus cooking accessory offers.

WHIRLPOOL

Whirlpool ambassador, Scott Gooding will support the company’s built-in cooking range, including an eCookbook promoted via digital and marketing channels.

FEATURE

Portofino is Smegâ&#x20AC;&#x2122;s most technologically advanced freestanding cooker, available in eight colours and inspired by its namesake village on the Italian Riviera.

AR FREESTANDING

OUTLOOK

Innovation aims to deliver renewed interest BY EMILY BENCIC

ooker sales in Australia remained relatively flat in volume and value terms in 2017. Euromonitor research analyst, Jorge Rosas said although replacement sales in the category remained constant, the desire for concealed appliances was partially responsible for the limited growth seen in the past year. “Despite this, new classical designs and focus on practicality by manufacturers continues to stimulate consumer demand,” he said.

GfK data has shown that freestanding cookers experienced a 1.8% increase in units and 2.6% decline in value. The electric hob/ electric oven feature combination led the volume growth seen in 2017. Suppliers were unanimous that the freestanding cooking market continues to suffer from fluctuation in demand, resulting in declining average sell prices, as well as increased competition from inferior product. Although it remains a challenging category, there is continued investment

in new models with a focus on both classic and vintage design styles coupled with extensive colour choice to reinvigorate consumer interest and become a real statement piece for the home kitchen. The mantra ‘bigger is better’ resonates for cookers but they must also meet high performance standards with premium, commercialstyle features high on the shopping list. Premium kitchen specialist, e&s, says offering more technology will uplift the category and ensure future growth (read more on page 50). AR

TRENDS

More daring colours make a statement

he freestanding cooking market continues to be a focus area for Smeg with four distinct aesthetics in its range with the addition of Portofino, designed to meet demand for speed, convenience and quality results. Feedback has been overwhelming on the colour, design and technology of the new cookers, according to national marketing manager, Olivia Anderson. “We have been amazed by the extent to which retailers and

Olivia Anderson – Smeg.

consumers are embracing Portofino. It is the ultimate solution for people who love to entertain and do not want to compromise on quality,” she said. De’Longhi was of the view that colourful cookers take pride of place with a clear trend away from classic designs to more vintage looks. “Traditionally, freestanding ovens have adhered to stainless steel but we continue to see an upward trend in the vintage space,” senior category manager, Jessica Hull said.

“Our range features smooth, rounded edges, vivid colours and a contemporary take on a vintage cooker design.” Freestanding cookers remain a signature product for Eurolinx, although it has been a challenging category of late. Price is a significant contributor to success in freestanding, national sales manager, Tristan Peters said, but despite market challenges, colourful and large capacity cookers continue to prove their popularity. “Consumers who choose freestanding are often more adventurous with colour choice. There is also a trend toward Hamptons style kitchens – a perfect match for our custom built freestanding range,” he said. “Freestanding is an investment that the homeowner must truly love and have an affiliation with.” Glen Dimplex product manager, Darren Sharvell also believes that freestanding ovens are the visual centerpiece for any kitchen with their sturdy and professional look. “Consumers are demanding more

Jessica Hull – De’Longhi.

Tristan Peters – Eurolinx.

colour options, larger capacities and multi-cavity ovens, complemented by commercial style square hobs, castiron trivets, pyrolytic cleaning and a storage compartment for baking dishes when not in use.” Consistent market growth for Euromaid has been driven by wellfeatured products coupled with a great reputation and in-store execution. New models have recently been launched and additional models will be rolled out in the latter part of the year. For the Belling brand, there is a greater desire for consumers to cook more than one dish at a time. “Families are more health conscious and want to be more prepared with meals for the week, so multi-cavity ovens are in high demand,” product manager, Naomi Scesny said. Style and personality are back in the vernacular for freestanding cookers, according to Bertazzoni general manager, George Alikakos. “We will continue our strong offering in the 90cm and 120cm segments and will continue to offer traditional

UNRIVALLED TRIPLE-FAN FREESTANDING COOKER

SMA18883

AR FREESTANDING

Caitlin Mazzallo – Arisit.

stainless steel, matt enamel finishes and car colours. Our 36-inch red upright cooker was awarded a Red Dot design award and we believe it is a great addition to the design and function of a stylish kitchen,” he said. Glem Gas managing director, David Gilmore made note of the unpredictable nature of cooker sales with spasmodic volume growth and the impact of demand fluctuation on average sell prices. “Despite this, our Glem and Emilia cookers have remained stable with technical changes and design upgrades ahead of our new program scheduled for the Australian market in 2019,” he said. Declining average sell prices, cheap inferior products and reduced support for existing and established brands are all hurting the freestanding market, Arisit national sales and marketing manager for specialist brands, Rachael Williams said. She believes the key to a stand out product is to have an offering like no other. “Steel is a third-generation family-owned business with cookers

George Alikakos – Bertazzoni.

Appliance Retailer August 2018

David Gilmore – Glem Gas.

and ovens that are hand-made by one person for unsurpassed attention to detail and craftsmanship.” But when it comes to colour, it does not receive the same traction locally as it does in the European market. “Australian consumers are conservative and conscious of the re-sale value of their style decisions. With this in mind, we developed our Genesi colour panels that can easily be converted back to stainless steel,” Williams said. The Ariston brand is enjoying good growth in the 60cm freestanding category as consumers look for stylish design, advanced cooking features and energy efficiency. “Consumers are smart and savvy shoppers who not only want the aesthetics but functions that impress. Our appliances are also backed with an industry leading five year warranty,” marketing coordinator, Caitlin Mazzallo said. This view was echoed by Fisher & Paykel senior product manager, Belinda Toner who said freestanding cooker customers want to make a

statement in their kitchen, but do not want to comprise on capacity or cooking performance. “Consumers are mixing contemporary styling with heritage design elements, while still wanting the latest in technology innovation. There is also a growing trend toward black, red and white.” A combination of practical and functional features continues to be at the forefront of the Westinghouse freestanding category, Electrolux category manager for food preparation, Dominic Wong said. Andi-Co has witnessed two key design trends within the Falcon freestanding category. “The continued popularity of country, Hamptons style living with classic design, as well as the industrial look with consumers wanting to live in a Soho style loft or refurbished warehouse,” marketing executive, Charlotte Demasieres said. “Despite the array of colour choice, black and stainless steel remain the preferred choices with white also gaining traction for a unique feel.”

Belinda Toner – Fisher & Paykel.

For Euro Appliances, a vast colour offering is key to meeting individual tastes. “Our Milan white is ideal for Hamptons style kitchens, black is slick and sturdy for an on-trend all black kitchen, stainless steel is perfect for a commercial kitchen look and our popular burgundy gives a pop of colour,” head of brand and marketing, Christine Maxwell said. AR

smeg.com.au

BRINGING THE RICH FLAVOURS OF THE ITALIAN COAST INTO YOUR HOME SMA18882

UNRIVALLED TRIPLE-FAN FREESTANDING COOKER IN CHOICE OF 8 COLOURS

AR FREESTANDING RANGES

Large capacity and vintage styling steal the show

meg claims that its Portofino cookers have proven to be one of the brand’s most successful launches in recent times, with results far exceeding expectations. Key features include world-first triple fan technology, a 126 litre capacity and fast heat up – reaching 200 degrees in just six minutes. Other features include Thermoseal oven technology, pyrolytic cleaning, ever clean enamel, an eclipse high visibility black glass soft close oven door. Made in Italy, Portofino is available in eight colours including burnt orange, coral red, sunshine yellow, olive green, stainless steel, white, black and anthracite. Consumers also have the choice of gas (RRP $6,990) or induction (RRP $8,990). Portofino is backed with a fixed five year warranty. Resurgence in the freestanding cooker category at De’Longhi has been driven by new model launches and continued growth of key designled models. In Q1 2018, De’Longhi released its Lifestyle freestanding range, designed to offer functionality and style at an accessible price point.

Belling 90cm Richmond Cooker BR900DFC

SMEG CLAIMS THAT ITS PORTOFINO COOKERS HAVE PROVEN TO BE ONE OF THE BRAND’S MOST SUCCESSFUL LAUNCHES IN RECENT TIMES, WITH RESULTS FAR EXCEEDING EXPECTATIONS.

Euromaid 90cm Freestanding Cooker EG90S 38

Appliance Retailer August 2018

Its hero 90cm vintage cooker, available in glossy black, ivory and race red, is equipped with eight cooking functions, rotisserie, telescopic shelving and catalytic liners. At this year’s EuroCucina in Milan, Eurolinx teased new technology in burners, oven cavity, thermostat, control panels and pyrolytic functionality, to be introduced in late 2018. The current flagship and most popular cooker is the recently released ILVE Quadra featuring 120cm double electric ovens, four burners, plus tepanyaki and induction cooktop. It is the first time ILVE has incorporated a dedicated tepanyaki plate and separate induction cooktop on one surface. The Quadra 120cm range is available in three colours – stainless steel, gloss black and bright white and is available in both induction and gas. Improved thermostatic technology boosters guarantee a temperature of 250 degrees in an instant. All ILVE freestanding ovens include catalytic self-cleaning, triple door glazing and cool touch athermic door handle. Glem Gas has made technical changes and design upgrades to its freestanding cookers this year to

PROUD BRANDS OF SHRIRO AUSTRALIA

AR FREESTANDING

Bertazzoni 120cm 6-Burner Double Electric Oven

secure a market leading position when it comes to reliability and performance. The next generation in cooking will be larger cavities and cooking surfaces with new Glem cookers designed for large homes and rural properties, where the off-grid benefit of using gas is important. The flagship model will be the Magnifica and David Gilmore claims “there will be nothing else like it”. Within the Electrolux stable, the Westinghouse 90cm dual fuel pyrolytic freestanding cooker with five burner gas hob (WFEP915SB) combines performance and convenience with an accelerated heat up time, 125 litre capacity, twin fan system and PyroClean functionality. The dual fuel segment continues to dominate the freestanding category for Euromaid as consumers opt for larger capacity and multi-cavity ovens. The EG90S freestanding cooker (RRP $1,699) with 115 litre capacity features a commercial style square hob, cast-iron trivets and black Defendi burners, synonymous with other 90cm Euromaid cookers. It offers eight functions, flame failure safety device, triple glazed door and fully programmable timer with blue LED display. Belling boasts the only 90cm multi-function range cooker with three individual functioning ovens. The Richmond 90cm has a 188 litre capacity, nine functions for the main electric oven and is available in four colours – black, red, white and cream – and dual fuel (RRP $5,999.95) or induction ($6,999.95). 40

Appliance Retailer August 2018

As consumers become more energy conscious, Bertazzoni has strived for greater efficiency of its gas and electric ovens and induction hobs within its freestanding cooker range. The hero 120cm six-burner double oven with stainless steel electric teppanyaki griddle boasts two electric 11-function ovens. Steel cookers feature commercial components and the option of a fullsized true combi-steam oven with 304 grade stainless steel interior. The hero Ascot 120cm cooker (A12SF6M OT BA) features two ovens, full high power brass burners, teppanyaki

Fisher & Paykel 90cm Freestanding Cooker OR90SCG6B1

Steel Ascot 120cm Cooker A12SF-6T OT BA

plate and optional trim colours in a provincial style. RRP is $12,490. The flagship product for the Ariston brand is the CP059MDX freestanding cooker with five gas burners, single hand electronic ignition and eight electric cooking functions. The 90 litre cooker also features self-cleaning catalytic liners, an integrated ventilation system, triple glazed glass door and electronic start and end function. All Ariston cooking appliances carry a five year warranty. Fisher & Paykel has designed a new freestanding oven range boasting a 140 litre oven capacity and Aerotech technology to replicate and match results achieved in a built-in oven. The Classic Heritage range features vintage design elements

including rounded handles and styled dials, while the Contemporary range embodies a minimalist and sophisticated design. Both ranges offer brass burner spreaders and caps, quality trivets and a warming drawer, with the choice of gas or induction cooktop. Selfclean models feature pyrolytic roof side racks that can be left in the oven during the self-clean cycle. All Falcon cookers are 100% hand assembled, produced in the UK, tested before shipping and offer programmable ovens. The Professional + collection is available in induction or dual fuel, while other range cookers are only available in dual fuel. The Professional + FX90 models feature a unique energy saving panel and allows the oven to be divided into two. RRPs start from $6,599. Andi-Co has also launched a new premium range of Chateau cookers under the La Cornue brand, exclusive to e&s stores. Hand-made to order and assembled by one craftsman in Paris, there are 8,000 different

Euro 90cm Freestanding Dual Oven EMD900FBG

ALL FALCON COOKERS ARE 100% HAND ASSEMBLED,

PRODUCED IN THE UK, TESTED BEFORE SHIPPING AND OFFER PROGRAMMABLE OVENS.

configurations, colour and trim combinations to choose from. Price is available upon application. The hero freestanding appliance from Euro Appliances is the 90cm freestanding dual oven EMD900FBG (RRP $3,239) with a 93 litre capacity, four cooking levels, lower warming drawer and storage compartment. AR

AR FREESTANDING

Deâ&#x20AC;&#x2122;Longhi 90cm Vintage Cooker DEFV908 `` 130 litre capacity `` Eight cooking functions `` Telescopic shelving `` Catalytic liners

RRP: $4,299

Deâ&#x20AC;&#x2122;Longhi: 1800 126 659

Smeg Portofino Freestanding Cooker CPF9GP `` Available in eight colours `` Soft close door `` Thermoseal oven technology `` Pyrolytic cleaning and ever clean enamel

RRP: $6,990 (gas) $8,990 (induction) Smeg: 02 8867 4888

Featuring the first triple fan technology, this cooker boasts a 126 litre capacity and fast heat up, reaching 200 degrees in six minutes.

Appliance Retailer August 2018

An iconic design and array of colours makes this cooker a showpiece in any kitchen. It features a powerful gas cooktop with dual burner for a precise and powerful cooking performance.

ILVE 120cm Quadra Cooker `` Pizza and bread cooking functions `` New and improved precision thermostatic technology boosters `` Catalytic self-cleaning `` Triple door glazing

RRP: $14,999

Eurolinx: 1300 694 583 A new configuration features 120cm double electric ovens, four burners, tepanyaki and induction cooktop. Available in three colours, users can choose between induction and gas cooking.

PRODUCT GALLERY

Westinghouse 90cm Dual Fuel Pyrolytic Freestanding Cooker (WFE915SB) `` Twin fan system `` PyroClean function `` FamilySafe cool door `` Full touch electronic control panel

RRP: $2,999

Electrolux: 1300 363 640 Preparing large family feasts and entertaining friends is made easy with a 125 litre capacity and accelerated heat up time.

Emilia 70cm Cooker DI765GGESIB4 `` Auto electronic ignition `` Cast iron trivets `` Storage compartment `` Titanium enamel oven interior

RRP: $2,199

Glem Gas: 1300 307 917 Users can choose to cook with gas or electricity thanks to Australian-made technology. The five burner gas hob has a centre triple ring wok burner.

www.applianceretailer.com.au

AR FREESTANDING FROM THE FLOOR

Rob Sinclair from e&s e&s managing director, Rob Sinclair has echoed industry data findings that there has been a slight decline in overall volume in the freestanding category this year. He attributes the slowdown to the shift to built-in cooking as it offers greater flexibility in technology choice. “This includes steam ovens, combination microwaves, pyrolytic cleaning programmable ovens and digital controls, just to name a few.” But when it comes to colour, the freestanding category is enjoying similar traction of less traditional colour choices as the built-in category with black high in demand. “Black is the new black, whether it is traditional or modern in style, customers love the black options, particularly from Smeg, ILVE and Falcon. We are also starting to see interest in other colours. “The introduction of more pyrolytic ovens is seeing uplift in that segment also and this is vital to future growth in the category.” He said Steel led the way with the first full steam oven uprights but there is more to come. “We recently saw at EuroCucina in Milan that Smeg are looking at introducing combi-steam ovens in the Portofino range, and Miele will soon introduce their freestanding range with M-Touch controls and combi microwave technology.” It’s also full steam ahead for alternative finishes and larger capacities. “We are starting to see customers asking for special colours and trims, such as gold or brass handles. There is also resurgence in sales of larger ovens in 120cm and 150cm sizes,” he said. On a final note, Sinclair said a good promotion is the best way to sway a customer in their selection process. “I think promotions are very important tools for the supplier, as consumers have so many options available to compare between.” AR 44

Appliance Retailer August 2018

PROMOTIONS

ANDI-CO

Consumers will receive a $1,200 discount on all Falcon Professional range cookers as part of a special promotion. With the purchase of any Falcon cooker and rangehood, consumers will save 5% of the total purchase price.

GLEM GAS

With the purchase of a 90cm Glem cooker (models IT965 and UN965), consumers will receive a bonus breakfast griddle plate, valued at $249. This offer is exclusive to Harvey Norman, Domayne and Joyce Mayne stores.

FEATURE

Rangehoods OUTLOOK | TRENDS | RANGES | PRODUCT GALLERY | PROMOTIONS

AR RANGEHOODS

OUTLOOK

Increasing interest in concealed design and noise reduction BY KYMBERLY MARTIN

angehoods remain a key category within the large cooking appliances sector with steady growth in volume and value. Demand is being driven by kitchen renovations and improvements in noise reduction technology, Euromonitor research analyst Jorge Rosas said. “Consumers continue to have a preference towards concealed models and a strong interest in connectivity features such as cooktop-rangehood automation.” The latest GfK data from the category shows that despite the stability of the sector overall, there has been a spike in demand for undermount hoods which achieved double-digit growth in both volume, up 14%, and value, up 13% in 2017. And future growth signals from suppliers contacted for this feature confirmed these findings. The take-up of silent rangehood technology has made the biggest impact on sales growth for Schweigen.

“We are now seeing the effect from influential designers who recognise the importance of noise and odour removal from the kitchen, giving the lifestyle and aesthetic choice back to their customers,” managing director, Anthony Fletcher said. The category is achieving good growth for ILVE as more innovation comes through the range, with the aim of making everything streamlined for the home cook, according to Eurolinx national sales manager, Tristan Peters. Rangehoods continue to be a core business for the De’Longhi cooking category. “Growth is strong year-onyear, as our range targets a multitude of installation and design options,” senior category manager, Jessica Hull said. The hood category has also performed strongly for Whispair through retail and project channels. “Customers are becoming increasingly educated around quiet product with a superior finish,” was the view put forward by managing director, Dane Hocking.

Ovens // Cooktops // Silent Rangehoods

With a number of new models being released for both Electrolux and AEG, the company anticipates the category to continue to deliver into 2018, Electrolux category manager food preparation, Dominic Wong said. Miele rangehood sales in Australia continue to achieve solid growth, in both units and value and all indications point to a consistently strong performance for the remainder of this year, was the market assessment from assistant product manager, cooktops and rangehoods, James Cameron. Off-board, also referred to as in-line rangehoods are becoming increasingly popular amongst consumers as they look to ways of reducing ambient noise, according to Glen Dimplex product manager, Darren Sharvell. “There has been a shifting trend for rangehoods to become invisible with a discreet functionality as opposed to the show-stopping display pieces seen in the past,” Gaggenau brand communications manager, Olya Yemchenko said. AR

TRENDS

Undermounts and downdrafts redefining kitchen design

s was the case last year, Schweigen has seen significant growth for concealed or undermount rangehoods as consumers look for a silent powerful performance, with the hood discretely tucked away inside the cabinetry. “This has resulted in the undermount rangehood remaining our strongest trend leader for the category,” Anthony Fletcher said. “Schweigen conducts annual instore research on customer experience and buying behaviour and the primary focus this year was in New South Wales where sales over the past two years have grown significantly, making it the best performing state for the company,” Fletcher said. “The data we collected has assisted us in paving the direction for the coming year and we are investing heavily in training programs, retailer support and POS expansion to facilitate the growth focus.” One of the biggest appliances trends noted by ILVE to emerge from EuroCucina 2018 in Milan was combining multiple appliances or

Anthony Fletcher – Schweigen.

functions into one. “This is so the home cook can get more from their appliances and design something that suits their household needs,” Tristan Peters said. “We are always monitoring local and international market trends as well as listening to feedback from our partners and end consumer needs. “Downdraft hoods are definitely a growth category and a solution many customers are after because it removes the necessity of having the appliance overhead. Concealed rangehoods which have been the trend for the past few years are still popular as most kitchen designers tend to go for these. Remote models with outside installation options are also in demand although installation is more involved.”

Stylish and Silent, the perfect rangehood

Tristan Peters – Eurolinx.

Undermount and slide-out options continue to be the hero categories for De’Longhi, as these allow the units to be fully or partially concealed among the cabinetry. “This minimalist look doesn’t compromise on performance, but allows users to integrate their rangehoods into their kitchen without impacting design,” Jessica Hull said.

AR RANGEHOODS There has been a significant shift in the market toward hood products with genuine points of difference that deliver superior performance, was the observation made by Dane Hocking. Whispair offers commercial grade S-Flow baffle filters as standard on all hood models. “Continual innovation is the cornerstone of the brand and we are always developing new technologies. The feedback that we receive from our customers and installer network is a vital part of this learning and development process. The over-riding trend for Smeg has come from undermount/concealed models. “Integration has a strong

Jessica Hull – De’Longhi.

following too, whereby the consumer is opting for high technology appliances that are not on show but concealed behind matching cabinetry,” national marketing manager, Olivia Anderson said. “Another strong trend is that of design, style and colour. Consumers want to showcase their individual taste and character by virtue of their kitchens and this has led to demand for a matching aesthetic in kitchen appliances and that includes the rangehood.” Connective, innovative and efficient products are at the forefront of the category, according to Electrolux, with all states continuing to perform and meet expectations, according to Dominic Wong. Extra slim built-in rangehoods are proving particularly popular

Olivia Anderson – Smeg. 48

Appliance Retailer August 2018

David Gilmore – Glem Gas.

and a growing market segment for Miele. “Prestige Class models are driving category value, while the latest Discovery Class variants, which offer more accessible price points, have brought Miele closer to a much broader segment of the market,” James Cameron said. Another direction worth mentioning was rangehood motors being installed externally in an increasing number of homes. Positioned outside the kitchen, options include an outside wall, roof, adjoining room or garage. Consumer response has been positive for the silent running off-board Glem Quiet Air and Emilia Hush ranges, Glem Gas managing director, David Gilmore said. “There is some education required but eliminating rangehood noise in the family home is a big win and strong sales for these ranges attest to this strategy.”

The role of the rangehood has evolved over the years and today design and aesthetic are key considerations for consumers when purchasing, alongside functionality, Bosch brand manager, Maja Pejovic said. “Extraction capacity and energy efficiency are also among the biggest driving forces behind the consumers’ decision and rangehoods with higher extraction rates perceived to be superior.” “The existence of the classic undercupboard range is in decline with the development of ‘invisible’ solutions, which are integrated into the island benchtop,” Siemens brand manager, Emma Bradley said. “Lots of light and generous space is what characterises the today’s home.” Euromaid and Home Appliances branded rangehoods continue to be at the forefront of the market demonstrating consistent growth in the

Emma Bradley – Siemens.

Powerfully Silent

Undermount

Wallmount

Island

Cassette

Alfresco

The German engineered IsodriveÂŽ motor sits outside, leaving your kitchen noise-free to reclaim its rightful place as the hub of your home.

schweigen.com.au

1300 299 894

simply silent

AR RANGEHOODS category, according to Glen Dimplex product manager, Darren Sharvell. He said the market shift to more stylish hoods has contributed to growth for this segment, fueled by the number of home and kitchen renovation television programs. “Other key factors driving sales is the ability to conceal them if required, high extraction and the different design options like baffle filters or perimeter aspiration which is ergonomically easier for the consumer to wipe clean.” Style and design are very important and a key trend in the market with any rangehood, according to Shriro senior category manager, kitchen appliances, Michael Sultana. “Consumers still want to keep kitchen lines clean and the continual growth of concealed rangehoods in the market proves this very much.” Omega is enjoying strong sales from the undermount category, he said.

Michael Sultana – Shriro.

Belinda Toner – Fisher & Paykel.

“CONSUMERS STILL WANT TO KEEP KITCHEN LINES CLEAN AND THE CONTINUAL GROWTH OF CONCEALED RANGEHOODS IN THE MARKET PROVES THIS VERY MUCH.” – Shriro, Michael Sultana

Demand for contemporary appliances that fit perfectly within kitchen spaces and are aesthetically consistent has grown and continues to guide appliance design at Fisher & Paykel, senior market product manager, Belinda Toner said. “We are seeing an increasing number of homeowners and renovators looking for minimalist appliances, including rangehoods, that provide clean lines

and finishes that can be built into cabinetry for a more discreet look.” Ventilation and rangehoods are often one of the last considerations that consumers make when designing their kitchen, according to Gaggenau’s Olya Yemchenko. “They start by choosing an oven and cooktop, with much less thought put into ventilation systems. As the kitchen becomes a place for both cooking and entertaining, ventilation has become vital. Also, with open plan layouts, there are considerations such as odour, noise and performance that will directly impact not just the kitchen, but the adjoining living or dining spaces as well.” Sirius has also enjoyed growth in the market this financial year. ”Although our undermounts are our biggest category, specialty hoods show the biggest growth for us,” Arisit sales and marketing manager, special brands, Rachael Williams said. “Multiple cooking brands are sourcing OEM downdrafts, integrated downdrafts and ceiling cassettes to fill in the gaps in their range. This

Willi Bruckbauer – Bora.

has had a big impact into making the category more visible to consumers. Once there were only two or three companies with an offering in this category but these are now a common option for the consumer.” Design plays a more important role in the purchase decision than it used to Bora founder, Willi Bruckbauer said. “And the kitchen has become a lifestyle and standard solutions are a thing of the past. There is a desire to be different, even if the customer has a small budget.” He said one of the most important questions is how space can be cleverly used in open-plan homes or where there is less space. “Less is more, providing it is well thought out and carefully designed.” AR 50

Appliance Retailer August 2018

ILVE 120cm BBQ Rangehood XBBQ120

Silent extraction and connectivity gaining favour

chweigen recently launched the Endline motor, designed specifically for high-rise density dwellings. The technology enables apartments, double storey buildings and a broad range of building applications to now benefit from silent extraction. With a patented Australian venting system and a powerful Silent Isodrive 1350m3/hr, the Endline motor is suitable for all Schweigen silent wallmount, undermount and island rangehoods. The hero product, the WM EX-90, is for wok and high temperature cooking using perimeter aspiration technology. An additional panel creates a venture effect, which helps capture smoke, steam grease and oil more effectively. Other features include hidden filters and stylish frosted glass within a sleek modern design. The latest addition to the ILVE range is the Fusion cooktop that combines an integrated downdraft hood and cooktop in one appliance, confirming a focus on streamlined, concealed and integrated hoods with multiple functions. The optional addition of a plasma filter removes 95% of odours and eliminates bacteria. For consumers who prefer to live without a statement rangehood, this powerful built-in hood pulls steam and odour down and in, with power levels all operated by a touch control system. It is available in both ducted and recirculated models. ILVE has also released a barbecue rangehood with a high speed fan that removes cooking odours, smoke

RANGES

SCHWEIGEN RECENTLY

LAUNCHED THE ENDLINE MOTOR FOR HIGH-RISE DENSITY DWELLINGS... WITH A PATENTED

AUSTRALIAN VENTING

SYSTEM AND POWERFUL

SILENT ISODRIVE 1350m3/hr.

Whispair Monte Carlo 90 Undermount Rangehood X3M09S5

and vapour while filters trap grime and grease. Other features include LED lighting and electronic controls, available in 90cm and 120cm sizes. The latest Deâ&#x20AC;&#x2122;Longhi rangehoods are designed to match freestanding cooking appliances and offer a variety of installation options from island, wall canopy, undermount and slide-out constructions. Canopy hoods operate up to a powerful 820m 3 /hr and can be as quiet as 49 decibels at low speed. User-friendly features such as sliding touch controls, LED lighting, and tinted, black or white glass add to the appeal of the range. Over the past year Whispair has introduced several new products and took out a 2018 Good Design Award for their latest generation undermount hood range. As part of that offering, two large format undermounts, the Monte Carlo 160 and Washington 200 have been released. The Washington 200, at almost two metres in width is constructed from marine grade

www.applianceretailer.com.au

AR RANGEHOODS

stainless steel and is ideal for customers with an alfresco environment to satisfy an increasing BBQ trend. Smeg has responded to the colour trend by gradually introducing a number of matching aesthetics said to be particularly important for its Victoria and Portofino collections. The brand has introduced rangehoods that not only match the style of the freestanding cookers but also the colours. The Portofino range now has a matching rangehood in every colour â&#x20AC;&#x201C; burnt orange, coral red, sunshine yellow, olive green, anthracite, white, black and stainless steel. The retail direction for Electrolux comes with an increased focus on connectivity and advanced technology to ensure an optimum combination of high-end design and powerful functionality. The 90cm wallmounted canopy (ERC930SA) is fully integrated. Hob2Hood technology pairs a compatible rangehood with an induction cooktop that work seamlessly together using an infrared connection. The AEG black glass and stainless 90cm inclined canopy with Hob2Hood (DVK6980HB) ensures the hood works in harmony with the hob. A new premium interface combines super responsive capacitive touch buttons along with back lit LED indicators. Miele offers 12 combinations of the most popular slide-outs and built-ins as well as a range with external fan motors providing specifiers with a

Appliance Retailer August 2018

Electrolux 90cm Wall Mounted Canopy Rangehood ERC930SA

great range of options. LED lighting is found in an increasing number of Miele models and use 94% less energy compared to Halogen bulbs. Mieleâ&#x20AC;&#x2122;s unique Con@ctivity function, which effectively controls the rangehood via the cooktop below, is being integrated into a wider range of models. Increasingly, consumers are recognising the importance and true long-term value of a superior extraction system for their main cooking area. Glen Dimplex recently released four new undercupboard models featuring perimeter aspiration, a glass fascia, LED strip lighting, touch controls and a high extraction rate. Earlier this year the company launched its first market offering of off-board rangehoods, consisting of a 90cm undercupboard and 60cm and

Bosch Series 6 Wall Mounted Canopy Rangehood DWB091E51A

Miele Integrated Rangehood DA 2690

90cm flat canopy models, packaged as a one box solution with the hood body, a 1000m 3 /hr fan motor (for roof cavity installation), cables, ducting and mounting brackets. Later this year additional off-board models will be released featuring different designs and attributes. Bosch has all operating modes covered with canopy, fully-integrated and slide-out models. Canopy hoods offer a functional design element while slide-out and fully-integrated models provide innovative features with the ability to seamlessly integrate into any kitchen design. The introduction of EcoSilence Drive brushless motors in selected models places Bosch rangehoods amongst some of the quietest and most energy efficient on the market. Other features include LED lighting, three power settings

Bosch Series 6 Wall Mounted Canopy Rangehood DWB091E51A

as well as a fourth and fifth intensive option to ensure smoke and steam is controlled. For added convenience, all filters are dishwasher safe, reducing the hassle of cleaning. With the shift to integrated appliances the Siemens inductionAir system claims to be setting new standards in this area with its synthesis of cooktop and rangehood. It combines the flexibility of Siemens flexInduction with a ventilation solution, clear design and intuitive operation. The EX875LX34E comes with ducted and recirculation installation options that allow for underbench cupboard space to be retained. The latest models from Glem Gas, the 800 Series under Glem and Emilia brands, were launched in March and include five models that are stylish, efficient and offer good value. “Whereas in the past we have treated rangehoods as an add-on product, we now take the category very seriously. We have paid a lot of attention to what our customers have been telling us and the feedback on our 800 Series is right on target,” David Gilmore said. “For our new Classic Series we have retained models specifically to replace existing rangehoods, as not everyone wants to upgrade and Australian consumers can be quite conservative when it comes to purchasing their rangehood.” Omega will be refreshing its current range in the next few months with new features that include improved lighting, extraction and grease filters. The Fisher & Paykel 90cm Powerpack HP90IDCHX2 is designed to be integrated and hidden from view is easy to install, quickly removing steam, smoke and lingering odours. All rangehood models are simple to clean and feature intuitive controls that respond at the touch of a finger to effectively capture and eliminate cooking odours, vapour and steam.

“WHEREAS IN THE PAST WE HAVE TREATED RANGEHOODS AS AN ADD-ON PRODUCT, WE NOW TAKE THE CATEGORY VERY SERIOUSLY... FEEDBACK ON OUR 800 SERIES IS RIGHT ON TARGET.” – Glem Gas, David Gilmore

Fisher & Paykel Powerpack Rangehood HP90IDCHX2

The Gaggenau ventilation 400 and 200 series capture vapours and odours from a collection of different ventilation models, designed with discretion and airflow in mind, creating a system that performs exceptionally and quietly behind the scenes. Ventilation is the unsung hero of the kitchen and the Gaggenau range caters to those who prefer discreet ventilation as well as those who go against the new trend and stick with a statement piece. In the case of Gaggenau tabletop ventilation, it is both. Rangehoods are the work horse of the kitchen and unfortunately not all are sufficiently powered or optimally designed as they could be when designed and built by a specialist manufacturer, according to Arisit’s Rachael Williams. “At Sirius, we are continuously redesigning and developing our hoods and motors to get the best quality unit with the easiest install and best performance. This is the only way to stay relevant to the consumer and retailer.” The newest hood (SLT969) ceiling cassette is a first for the company with a brushless onboard motor. At 200mm tall it is for flat roof installation or small ceiling spaces with rectangular ducting allowing side ducting from four directions. Euro Appliances has a commercial-style alfresco canopy rangehood (ERB150SS) in a sleek and stylish design for outdoor entertaining and alfresco areas. The 150cm hood offers coverage to a BBQ or domino/ wok burner with a cooktop on the side.

Bora will release two extractor hoods to the Bora Professional range in August. Available in a plug & play version with the motor and cooktop extractor in one unit, this pre-configured system provides maximum simplicity and installation positions. The recirculation version is also available in a world-first free-floating countertop with an installation height of 199mm. AR www.applianceretailer.com.au

AR RANGEHOODS

Smeg Portofino Undermount Rangehood KPFA9YW `` Coloured stainless steel `` 90cm wide `` 1 x 275W motor/ 781 cubic metres per hour airflow `` Four speeds/three grease filters

RRP: $2,990

Smeg: 02 8667 4888 A stylish undermount in colours from burnt orange, coral red and sunshine yellow to olive green, anthracite, white, black and stainless steel, the perfect match to freestanding Portofino cookers.

Schweigen Canopy Rangehood WM EX-90 `` Innovative design `` Powerful, silent extraction from Isodrive motor `` Soft touch controls with four speed levels `` 15 minute delay timer with auto shut-off

RRP: From $3,086

Schweigen: 1300 881 693

This European style stainless steel canopy comes with Perimeter Aspiration for efficient extraction of steam, smoke and odours with drop-flaps for additional extraction power.

PRODUCT GALLERY

ILVE Fusion Integrated Downdraft Rangehood Deâ&#x20AC;&#x2122;Longhi Canopy Rangehood DESELENE90 `` Black glass and stainless steel design `` Energy efficient ECOLED lights `` Powerful 820m3/hr maximum air flow `` Three speeds and countdown timer

RRP: $1,199

Deâ&#x20AC;&#x2122;Longhi: 1800 126 659 For the consumer wanting a stylish canopy hood that does not compromise on performance and comes at a competitive price.

Appliance Retailer August 2018

`` Nine power levels `` Dishwasher safe filters `` Optional plasma filter mode removes odour and bacteria `` Touch controls

RRP: $7,999

Eurolinx: 1300 694 583 An innovative design direction from ILVE combines an integrated downdraft hood and cooktop in one appliance. The hood is exposed with a tap of the push-in catch panel.

PROMOTIONS

Rangehoods eligible for rewards

ARISIT

BORA

DE’LONGHI

FISHER & PAYKEL

GLEN DIMPLEX

MIELE

SCHWEIGEN

SMEG

WHISPAIR

Consumer promotions are tailored to individual retail partners of the Arisit brand stable to suit specific customer requirements.

Rangehoods are included in kitchen packages that reward customers for purchasing a suite of Fisher & Paykel appliances.

Promotions are market and product dependent at Schweigen. A recent promotion enabled consumers to purchase a more superior motor at a lower level price.

A $300 cashback is available on Bora Basic and $500 cashback on Bora Classic cooking systems, valid until August 31, 2018.

Regular product posts are uploaded to Glen Dimplex Facebook and Instagram channels with user feedback integral to market strategies.

Consumers will receive up to a $1,000 cashback when they spend $3,000 or more on Smeg major appliances. Valid until 30 September 2018 via online redemption.

The promotional calendar for De’Longhi includes rangehoods as a bonus with the purchase of a larger item or cooking pack.

Rangehoods are part of Miele home rewards that give up to 10% rebate with at least three appliances and a $10,000 minimum spend.

Several consumer promotions are run throughout the year but as a pro forma brand, Whispair finds that ‘dollar-off’ incentives prove to generate the most interest. www.applianceretailer.com.au

AR WHAT'S HOT

Smeg Citrus Juicer

Smegâ&#x20AC;&#x2122;s automatic citrus juicer is designed to juice all citrus fruits including oranges, lemons, limes and grapefruit. It features a 70 watt motor that automatically activates as soon as the half-piece of fruit is pressed to its reamer and a stainless steel strainer to separate the pulp from the juice. Other key features include a drip-free stainless steel spout to deliver the juice directly to the jug or glass, an impact-resistant, BPA free and dishwasher safe Tritan juicing bowl and an anti-slip base.

RRP: $219

Smeg: 02 8667 4888

KitchenAid Fjord Freestanding Refrigerator

A freestanding double door fridge, separating fridge and freezer, for optimal control. Sensor Fresh technology ensures the ideal temperature and humidity levels to keep produce fresher for longer. The Dynamic zero degrees drawer creates ideal conditions for meats, fish and dairy products, and keeps fruit and vegetables fresh while the shock freezer can freeze up to 2kg of food in just four hours. Its 615 litre capacity includes versatile interiors, glass shelving, LED lighting, balcony shelves and multiple drawers.

RRP: $10,999

Whirlpool: 1300 363 344

Miele TCE 630 WP Heat Pump Dryer

Miele has introduced its first heat pump dryer with a 10-star energy rating. In comparison to a Miele 2 star condenser dryer, the annual running cost is cut by more than one-third when used five times a week. Key features include an 8kg capacity, 12 drying programmes, delay start, countdown indicator and LED illuminated honeycomb drum. These features are complemented by Perfect Dry technology, exclusive Miele FragranceDos flacons for a fresh scent, Miele EcoDry technology for consistent low energy consumption and the maintenance-free ProfiEco motor.

RRP: $2,499

Miele: 1300 644 122 56

Appliance Retailer August 2018

Gaggenau 60cm Combi-Steam Oven 400 Series BS 470 111

Gaggenau combi-steam ovens can do more than just steam, including bake, simmer, braise, regenerate, extract juice, grill and brown. Temperature can be regulated electronically and combined with steam at five levels of humidity. The sous-vide cooking function allows for precise heating of dishes. It comes equipped with a core temperature probe and full-surface grill. The handle-free doors are opened by the intuitive TFT touch display. The 400 Series ovens can be complemented with a 60cm fully automatic espresso machine and vacuuming drawer.

RRP: $9,999

Gaggenau: 1300 170 552

Westinghouse FlexSpace French Door Refrigerator

The traditional freezer drawer is now complemented by a new fridgeto-freezer convertible drawer for customisable storage solutions and flexibility. Offering the widest temperature range on the market, the convertible drawer can be set from minus 23 degrees to 7 degrees Celsius. Designed with entertainers and large families in mind, the refrigerator boasts a 680 litre capacity, SmartSplit doors and a dual cooling system. Two crisper drawers are fitted with automatic humidity control and the SnackZone compartment is ideal for healthy snacks for children.

RRP: $3,199

Electrolux: 1300 363 640

Midea G3 Edge Series Built-In Oven 7NF30T0

With the latest cooking design technologies, this oven provides a versatile space saving solution where a separate microwave is not required. Features include a 72 litre capacity, 30 auto cooking programs, sixminute heat up to 200 degrees Celsius, TFT touch display and microwave function. The oven, developed by the companyâ&#x20AC;&#x2122;s Italian research and development team, is ideal for open plan kitchen design to seamlessly integrate with food preparation areas. Midea is the worldâ&#x20AC;&#x2122;s largest appliance producer but is a newcomer to the Australian market.

RRP: From $1,299

Midea: 03 9681 7881

www.applianceretailer.com.au

AR Q&A

FIVE MINUTES WITH… Name: Ashley Balderson Retailer: Status Plus Years in the industry: 35 years

What is your best piece of advice to other retailers?

Get real, lose the minus button on your calculator, support your suppliers and stop blaming them for your own inability to hold price point in the marketplace. You must focus on being better at selling the features and benefits of products you sell – train hard and care more. Find the sales people in your business that are giving away your margin and address them.

What is your outlook on the retail industry?

It’s a tough gig with retailers carving average sell prices (ASPs) to compete in an ultra-competitive marketplace. Retailers often bash suppliers but the simple truth is that they are their own worst enemies. Each and every dollar suppliers give to retailers is transferred straight to the showroom floor by businesses far too eager to sell on price rather than product benefits. At Status Plus, we know the value of the products we sell and our clients are educated as to why they need brand X or brand Y based on the particular feature that resonates with them. It’s about listening and most importantly focusing on after sales care and giving a client something that they least expect enhances the experience. This removes price from the equation. Last but not least, consumers are over the “wham, bam, thank you ma’am” transaction where they have bought a product purely on price that often doesn’t go the distance – whether that’s online or through bricks-and-mortar. The result is the same, they want to have something that lasts and are over dealing with indifferent retailers that simply don’t care that the product they sold has failed. My team at Status Plus are proud on how they make each and every client’s day an incredible one and always work on the principle of selling products that don’t come back to people who do. 58

Appliance Retailer August 2018

How does your business remain competitive?

We are constantly evolving because if you stand still you die. We started selling whitegoods 35 years ago and have now diversified into bathroom, windows, doors, shutters, blinds, retractable roofing and tiles. Our showroom is unique, cutting edge, funky and fun with a capital “F”. It is interactive and the destination for any person building or renovating.

What is the biggest challenge in your role? Leaving work – I love it.

Who is your biggest influence? John Murphy. He has been in the whitegoods industry for more than 40 years, he is knowledgeable, well respected, obliging and known by all in the trade. A gentleman and friend, he was the MC at my wedding.

What is the key to a good relationship with suppliers?

Be honest and always do the right thing no matter how much it costs you. Reputation is everything as is your word. Never break it and they will always have your back. AR

“GET REAL, LOSE THE MINUS BUTTON ON YOUR CALCULATOR, SUPPORT YOUR SUPPLIERS AND STOP BLAMING THEM FOR YOUR OWN INABILITY TO HOLD PRICE POINT IN THE MARKETPLACE.”

COMPANY INDEX AR COMPANY

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READERSHIP GROUPS

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Amazon............................................................................................................. 10 Andi-Co.................................................................................................36, 41, 44 Arisit...................................................................... 22, 28, 36, 40, 46, 50, 53, 55 Bertazzoni.............................................................................................22, 28, 35 Bora.......................................................................................................50, 53, 55 BSH.....................................................19, 23, 24, 25, 30, 46, 48, 50, 52, 53, 56 Camberwell Electrics........................................................................................ 12 David Jones...................................................................................................... 12 De’Longhi........................ 12, 19, 23, 27, 31, 32, 35, 38, 42, 46, 47, 51, 54, 55 e&s.................................................................................................................... 44 Electrolux........................................................ 20, 26, 36, 40, 43, 46, 48, 52, 56 Eurolinx....................................IFC, 3, 19, 23, 31, 35, 38, 41, 43, 46, 47, 51, 54 Euromonitor..........................................................................................18, 34, 46 EuroStyle Group....................................................................................36, 41, 53 Fisher & Paykel.............................................................22, 28, 36, 40, 50, 53, 55 Fujitsu General................................................................................................. 14 GfK.........................................................................................................18, 34, 46 Glem Gas............................................................... 22, 28, 36, 38, 43, 44, 48, 53 Glen Dimplex........................................................ 22, 28, 35, 40, 46, 50, 52, 55 Godfreys.............................................................................................................. 7 Hisense.......................................................................................................11, 16 Kambo’s.......................................................................................................... 8, 9 Kogan.................................................................................................................. 6 Midea............................................................................................. 19, 26, 29, 57 Miele..................................................................... 20, 28, 32, 46, 48, 52, 55, 56 Mitsubishi Electric............................................................................................ 15 Nespresso......................................................................................................... 13 Philips............................................................................................................... 10 Schweigen...............................................................7, 45, 46, 47, 49, 51, 54, 55 Shriro.................................................................................20, 28, 30, 39, 50, 53 Smeg.... 17, 18, 19, 21, 23, 30, 33, 34, 35, 37, 38, 42, 48, 52, 54, 55, 56, OBC V-Zug...........................................................................................................22, 28 Wesfarmers....................................................................................................... 14 Whirlpool....................................................................................... 20, 26, 32, 56 Whispair................................................................................................48, 51, 55 Whitfords.......................................................................................................... 32 Winning Group................................................................................................... 6

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