Appliance Retailer June-July 2020 by The Intermedia Group

APPLIANCE

NOW IN ITS 24TH YEAR

RETAILER

THE BUSINESS MAGAZINE FOR THE CONSUMER ELECTRONICS INDUSTRY

/// JUNE / JULY 2020

GO BIGGER WITH HISENSE Q8 ULED TV

SMART HOME

INCREASING HOME DELIVERIES GIVE A BOOST TO SECURITY CAMERAS

AIR PURIFIERS

A HEALTHY HOME ENVIRONMENT MORE IMPORTANT THAN EVER

HOME ENTERTAINMENT CONSUMERS MORE EAGER TO INVEST IN THE LATEST TECH

FATHER’S DAY

TOP GIFTS ON DAD’S WISH LIST

History has proven companies that maintain or increase their advertising investments in periods of economic downturns increase their sales and share of market, both during and after the downturn.

When times are good, you should advertise;

When times are bad, you must advertise.1 FACT 1:

Advertising through both booms and downturns sustains the necessary brand recognition.1

FACT 2:

Maintaining or increasing advertising budget levels during economic downturns may be necessary in terms of protecting market position.2

FACT 3:

Maintaining a company’s advertising during an economic downturn will give the image of corporate stability within a chaotic business environment, and give the advertiser the chance to dominate the advertising media.2

FACT 4:

If a company fails to maintain its “share of mind” during an economic downturn, current and future sales are jeopardised. Maintaining “share of mind” costs much less than rebuilding it later on.2

FACT 5:

During an economic downturn, a strong advertising/marketing effort enables a firm to solidify its customer base, take business away from less aggressive competitors, and position itself for future growth during the recovery.3

¹ Making A Recession Work For You, American Business Media How Advertising in Recession Periods Affect Sales, American Business Media 3 Coopers & Lybrand

EDITORʼS NOTE AR

Welcome video message

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

from Emily Bencic

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 Subscriptions 1800 651 422 subscriptions@intermedia.com.au

Average Net Distribution Per Issue: 5,139 AMAA/CAB Yearly Audit Period ending 31st March 2019.

[ON THE COVER]

NEXT LEVEL PICTURE QUALITY If your customer is looking for next level picture quality, the Q8 ULED TV from Hisense might be the TV for them. Offering smarts and style, the Q8 ULED TV takes advantage of industry-leading technology to deliver an exceptional home viewing experience. Hisense QLED Quantum Dot Colour technology works together with Full Array Local Dimming Pro and 200 Smooth Motion Rate to create impressive colour accuracy and definition. Meanwhile, Dolby Vision™ HDR and Dolby Atmos® Audio combine to deliver a superb audio visual experience that is crisp, clear and true-to-life. The Q8 also comes with Hisense’s VIDAA 4 Smart TV operating system, complete with enhanced Artificial Intelligence and universal search functionality, as well as Amazon Alexa and Google Assistant compatibility. Take greater control of the TV and content thanks to the advanced RemoteNOW app for smartphones. Starting from $1,799, sizes range from 55 to 85 inches, so there’s something to suit every type of home.

MEET THE APPLIANCE RETAILER TEAM

James Wells

Emily Bencic

www.facebook.com/applianceretailer

Kymberly Martin

Rod Riley

www.linkedin.com/company/appliance-retailer

Alyssa Coundouris twitter.com/Applianceretail

www.applianceretailer.com.au

64 Interactivity Key

Appliance Retailer June / July 2020

In this all-digital issue of Appliance Retailer Magazine, we're bringing you the latest news in an interactive platform. Look out for the the play buttons, video and gallery icons and any hyperlinks throughout the magazine and click away!

VOLUME 26 / ISSUE #3

IN THIS ISSUE EDITOR’S NOTE

03 Welcome video message: New magazine format but same commitment to delivery of industry news

NEWS

06 Fujitsu General restructures sales team 09 New Hisense Q8 ULED 4K TV arrives in Australia with an array of technology 12 Consolidation on the cards for Target and David Jones as Radio Rentals closes its bricks-and-mortar stores and shifts online 16 Rick Hart’s Checkout Factory Outlet opens its doors in Western Australia 21 The Big Question: Exclusive interviews with leading manufacturers and retailers

CATEGORY FEATURES

31 Smart Home: DIY Home Security Systems, Cameras and Doorbells 42 A ir Purifiers: Dehumidifiers, Humidifiers and Air Ionisers 50 Home Entertainment: 8K TVs, 4K TVs, Ultra HD TVs, Soundbars and Surround Sound Systems 64 Father’s Day: Shavers, Oral Care, Massage Products Plus Dash Cams and Smartphones

WHAT’S HOT

72 Pick of the crop: Smeg Classic Oven and Hisense 6-Star Refrigerator www.applianceretailer.com.au

AR NEWS

Fujitsu General director of sales, marketing and product, Dave Smith

Fujitsu General national commercial manager, Ronnie Hinch

Fujitsu General announces sales team restructure Fujitsu General head of sales, Peter Cashel

Fujitsu General Australia and New Zealand managing director, Philip Perham 6

Appliance Retailer June / July 2020

Fujitsu General Australia has promoted Dave Smith to the role of director of sales, marketing and product, as it streamlines its national sales team as part of a restructure that focuses on channel growth and support. Fujitsu General Australia and New Zealand managing director, Philip Perham said the promotion is recognition of the enormous contribution Dave has made over the past six years. “He has reshaped the structure and activities of our sales and marketing team and ultimately delivering, time after time, both the sales and financial results required in an ever increasingly competitive market,” he said. The restructure also includes the appointment of Peter Cashel to head of sales, and the creation of two dedicated national roles for the commercial and dealer channels – Ronnie Hinch as national commercial manager and John

Bourke, who returns to Fujitsu General as national dealer manager. “This new approach provides Fujitsu General with an outstanding team of highly experienced air conditioning professionals, who have extensive knowledge of the industry, project development and products,” Smith commented. “Fujitsu General is fortunate to have so much talent within its sales team. Together Peter, Ronnie and John have more than 50 years’ experience in the industry; most of those have been with Fujitsu. The business is very excited about moving forward with this new structure, focus and support for the commercial channel and our valuable dealer partners.” The changes to the sales team encompass the role of national retail manager. Late last year, George Tsiotras was appointed as national retail manager following the promotion of Edward Jackson to state manager for Victoria and Tasmania.

NEWS AR

“

Mitsubishi Electric makes key staff changes Mitsubishi Electric HVAC state manager for Victoria and Tasmania, Rob Seeley has left the company after almost 10 years and more than 30 years in the HVAC industry. Mitsubishi Electric general manager for national sales, Zane Barron, thanked Seeley for his service and what he has done for the business. “Potentially one of the company’s most true gentlemen and just genuinely a lovely fella, Rob is universally appreciated and well-liked from all those that he meets. His ability to mentor and lead a team is one of his greatest strengths,” he said. “Under his stewardship, the Victorian market has grown substantially and as a result, the leadership team have been able to invest in new staff and upgraded offices. Rob has been a great fit for the business, team and customers and we are all wishing him the best for his future.” Mitsubishi Electric has promoted HVAC sales manager for Victoria and Tasmania, Geoff Watson to be Seeley’s successor as state manager for Victoria and Tasmania. With over 21 years of experience in the HVAC industry, and two years of experience with Mitsubishi Electric Australia, Watson brings a wealth of product and industry knowledge. In his new role, he will oversee the sales department across Victoria and Tasmania, as well as focus on business development and strategy. Other recent changes in the Mitsubishi Electric team include the promotion of Ari Grimekis to technical manager to oversee multiple technology aspects of the company’s air conditioning products, including training for new and existing units across the country and at some international factories. Mitsubishi Electric has also welcomed back Arnav Maini as senior product engineer after two years working with the company’s UK team. In his new role, he will provide product support for air conditioning products. Drawing on his experience from the UK, he would like to bring some practices to Australia, such as resource investment in online training.

Mitsubishi Electric has promoted HVAC sales manager for Victoria and Tasmania, Geoff Watson to be Rob Seeley’s successor as state manager for Victoria and Tasmania.

”

Newly appointed Mitsubishi Electric HVAC state manager for Victoria and Tasmania, Geoff Watson

Former Mitsubishi Electric HVAC state manager for Victoria and Tasmania, Rob Seeley

Mitsubishi Electric technical manager, Ari Grimekis

Mitsubishi Electric senior product engineer, Arnav Maini www.applianceretailer.com.au

AR NEWS

LG ELECTRONICS APPOINTS GENERAL MANAGER FOR HOME ENTERTAINMENT LG Electronics Australia has appointed Joshua Marshall as general manager for home entertainment. He brings more than two decades of experience in consumer electronics, most recently as national category manager for home entertainment at Panasonic and previously held senior roles with some of Australia’s leading retailers. In his new role, Marshall will be responsible for the management of LG’s national home entertainment business and sales operation. LG Electronics Australia sales director, Murray Richardson said, “Josh joins LG at a time when we continue our leadership in OLED technology with

a greater selection of displays and, in conjunction with our UHD NanoCell TV range and audio products, provide Australian consumers with a wide entertainment offering to enjoy in shared spaces with family and friends,” he said. Commenting on his appointment, Marshall said, “I have always been proud to represent quality products and brands, and I am excited to come to an organisation like LG which is a market leader in the home entertainment space. LG has strong relationships with Australia’s best retail partners I look forward to working with LG in maintaining their trust and building their businesses.”

GAF ANNOUNCES NEW SALES DIRECTOR GAF Control has welcomed former The Good Guys senior executive, Denis Harvey to the newly created role of director of sales and business development. This follows the departure of sales manager, Tim Kendall, who made the decision to retire after almost 50 years in the industry. Harvey brings vast industry experience, including a 15-year tenure with The Good Guys as whitegoods buyer and business manager heading up the home appliances buying teams, prior to taking on consulting roles for the likes of Catch Group, 2nds World, Profectus Group and Radaro.

In his new role with GAF, Harvey will oversee total group sales as well as sourcing and new product development. Harvey said: “I am excited for the opportunity I have been given here at GAF Control and look forward to making a significant contribution to the business.” GAF Control managing director, David Court said, “GAF has a proud history of more than 60 years and delivers competitive products across a number of brands well known in the marketplace. With Denis's appointment, we will continue to broaden and diversify our offering to ensure it adds value to the retail channel and end user.”

Sharp welcomes new managing director Sharp Australia has welcomed Tim Ko as managing director, succeeding Hitoshi Kagawa, who is being transferred to the company’s head office in Japan after three years at the helm. The official handover date was 1 April 2020, however due to travel restrictions and to ensure a smooth transition, Kagawa will remain with

Appliance Retailer June / July 2020

Sharp Australia for the time being. Ko is currently working as general manager of solutions for Sharp Malaysia. Prior to this, he was director and business unit head, CEO of the Taiwan Kirin Beer Company for more than 10 years. Ko said: “I am excited to be part of the Sharp Australia team and I

respect all of Kagawas’s significant contribution towards SCA, including his philosophy of leadership and plans to achieve all goals.” Kagawa added: “With Ko’s wealth of experience in corporate planning, management and marketing, I believe he will be able to bring Sharp to the next level.”

NEWS AR

HISENSE Q8 ULED 4K TV ARRIVES IN AUSTRALIA

Go to feature

››

Hisense has officially launched its Q8 ULED TV, the first of a host of new models set to hit the market in 2020. Available now via major retailers, the Q8 ULED arrives with an array of technology and integrated features on board to deliver an enhanced home entertainment experience. Consumers will enjoy the Q8’s outstanding picture quality brought to life with industryleading technology, including Hisense QLED Quantum Dot Colour technology, Full Array Local Dimming Pro and a 200 Smooth Motion Rate; all of which combine to offer impressive colour accuracy and definition. No home cinema experience is complete without audio visual synchronicity. Hisense has combined Dolby Vision HDR and Dolby Atmos Audio to elevate picture and sound, ensuring a crisp, clear and true-to-life viewing experience. The Q8 also comes equipped with Hisense’s VIDAA 4 operating system, complete with enhanced Artificial Intelligence, simplified interface, universal search functionality, as well as Amazon Alexa and Google Assistant

compatibility. This means users are able to search and play their favourite movies and TV shows with a few simple voice commands, as well as take greater control of the TV and content thanks to the advanced RemoteNOW smartphone app. The Q8 also features a minimalistic design to fit seamlessly into any modern home. Its Folded Aluminium stand offers a sense of elegance, while the Anti-Glare screen makes watching TV easy, day or night. Hisense Australia head of marketing, Andre Iannuzzi said, “We’ve never been more reliant on our TVs for news and entertainment than we are right now. For those Australians looking to upgrade their TV, the Q8 ULED TV has been designed with their needs top of mind and promises to deliver on style, smarts and, of course, sublime picture quality.” With a starting price of $1,799, the Q8 is available from 55- to 85-inch. See more about the Hisense TV range in this issue’s Home Entertainment Feature. www.applianceretailer.com.au

AR NEWS

Fujifilm relocates Sydney head office Fujifilm Australia has moved its headquarters to Macquarie Park, the largest business hub outside the Sydney CBD. The company’s camera repair and optical device service centre remains at the Brookvale, Sydney location and all service booking procedures are unchanged. The Macquarie Park building is the new flagship HQ and very much “best in class”, according to CEO Tyler Yanase. “It offers a hightech hub that’s closer to many of our customers, an improved working environment for staff 10

Appliance Retailer June / July 2020

with modern facilities and the very latest IT infrastructure,” he said. The new office allows the company to employ a more efficient use of space through an improved and modern fit-out and office layout that will positively impact the company’s overall efficiency. A modern, green-rated building with good use of light, its bright and open work environment is said to reflect a practical expression of the company’s ‘Open, Fair and Clear’ company culture.

NEWS AR

Video message from Good Design Australia CEO, Dr Brandon Gien

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We have had some incredible submissions come through… judging this year will be conducted online which is a first for us. We will be bringing about 50 judges from Australia and overseas together on our online platform to look at these incredible projects and evaluate them as best we can.

”

GOOD DESIGN ANNOUNCES KEY CHANGES TO 2020 AWARDS Good Design has provided an update to its programs and events under the guidance of the most up-to-date advice on COVID-19 and with support of stakeholders, ambassadors and the jury, to ensure the health and safety of the community. In addition to extending the deadline to 29 May 2020, other key changes to the 2020 Good Design Awards include:

DISCOUNTED ENTRY FEES

Good Design is offering a 25% discount on all entry fees. For those who have submitted an entry, the saving will be redeemable against the Winners Package,

should the entry be successful in being recognised with a Good Design Award. To support the design community, Good Design will also be offering a limited number of free entries on a case-by-case basis for those who planned to submit an entry but can no longer afford the entry fee. Send an email to mail@good-design.org with a summary of the project and request to waive the entry fee.

the normal face-to-face judging process and assist those experiencing supply chain disruption. Jury requests for site visits will be managed on a case-bycase basis taking into consideration the advice and restrictions at that time. All applicants are strongly encouraged to include high quality images and if possible, video content, with their online entry, to help highlight and communicate design merits.

AWARDS JUDGING

AWARDS CEREMONY

This year’s Good Design Awards judging will be transferred to a fully online model to mitigate risks associated with

The Awards ceremony scheduled for 9 July 2020 will be postponed until later this year with a new date to be confirmed. www.applianceretailer.com.au

AR NEWS

David Jones restructures stores David Jones parent company, Woolworths Holdings, has confirmed an accelerated restructure of the department store network and reduction in floor space with discussions with landlords underway. Although David Jones has continued to trade in its large format stores, COVID-19 has had a significant impact on foot traffic and sales. For March and April, sales fell by 35.8%, following a slight 0.5% increase for the first nine weeks of the year. Online sales in the second half of the financial year doubled compared to the prior comparable period and since easing of restrictions, footfall has lifted, and sales performance has been encouraging across the store network. “We expect the challenging and fluid operating environment brought about by the pandemic to continue for the foreseeable future. While the business is well prepared to take full advantage of any improvement in trading conditions these circumstances also present opportunity to take clear and decisive actions to improve the effectiveness of our business model,” Woolworths Holdings said.

Radio Rentals stores close permanently All 62 Radio Rentals stores across the country and selected warehouses will close permanently due to the downturn in retail amid the coronavirus. The closures will result in approximately 300 casual and full-time staff being made redundant at the outlets and head office. The Radio Rentals online offering will continue to operate with a re-launch scheduled for June with an upgraded and enhanced product range to better meet customer needs. New credit policies and collection processes have been introduced, in addition to reduced head office costs. Thorn CEO, Peter Lirantzis said the decision had to be made to ensure the group continues to operate and thrive in the future. “I am disappointed that we have been forced to make hard decisions regarding our staff and store network. We intend to re-develop both the Radio Rentals digital business model and Thorn Business Finance once the crisis has passed.”

TARGET STORES TO CLOSE OR CONVERT TO KMART Wesfarmers will close or convert up to 167 Target stores – over half of its total store network in Australia – with 92 of the stores becoming Kmart locations within the next 12 months. Wesfarmers managing director, Rob Scott said further investment in Kmart will enhance the overall position of the Kmart Group while improving the commercial viability of Target. “For some time now, the retail sector has seen significant structural change and disruption and we expect this trend to continue. With the exception of Target, our retail businesses are well-positioned to respond to the changes in consumer behavior and competition associated with this disruption.” The reduced store network will be complemented by increased digital capabilities following continued strong growth in online sales. Selected Target Country stores will be converted to small format ‘Kmart Hub’ stores to leverage Kmart Group’s trial of small format Anko stores in the US.

Appliance Retailer June / July 2020

NEWS AR

Expert Opinions

Retail experts weigh in on why big retail names have been forced to restructure

Australian Retailers Association CEO, Paul Zahra

“I think we are going to see more retailers reducing their physical footprints. It is what customers are demanding – they want to shop more and more online… credit to both Target and David Jones for being so bold… these tough decisions have to be made so it’s right to do it now.”

National Retail Association CEO, Dominique Lamb

“The retail industry over many years has had quite flat growth figures… that coupled with bushfires and COVID-19 has seen consumers tighten their belts and we now have record unemployment rates which means discretionary spend is absolutely down… it’s an indication that no one is immune to the COVID-19 effect.” www.applianceretailer.com.au

AR NEWS

Retail Doctor Group CEO, Brian Walker

“It’s an example of structural change the marketplace is undergoing as it is globally as well… these are large legacy networks built on a previous generation of retailing, where it was all about scale to grow and all about a shop on every corner… and we are now ‘overshopped’.”

McKinsey & Co Associate Partner, Thomas Rüdiger Smith

“Some of the big players have been struggling for a long time… it’s fair to assume that we will have to see repurposing of space. Shopping centres have already started thinking about how to introduce more entertainment and more food and be less reliant on traditional retail. Consolidation is coming – the question is who, when and how much?” 14

Appliance Retailer June / July 2020

Rick Hart opens clearance centre, Checkout Factory Outlet

ick Hart’s new clearance centre, Checkout Factory Outlet opened its doors on Guthrie Street in Osborne Park to customers just days before the impact of COVID-19 was felt among the Western Australian community, with a wide selection of superseded, slightly flawed, ex-display stock, as well as new stock deals. Rick Hart’s daughter and Checkout director, Belinda Hart told Appliance Retailer, "Trading has been steady since opening the business. There has been positive early signs that suggest its popularity once the brand becomes more recognised and gains traction in the market. “Evidence so far shows that consumers will look to value retail outlets in this environment, and this business is well placed to cater to that consumer,” she said. The Checkout centre spans 600 square metres, offering clearance product from the leading brands in electrical appliances, home products and bedding.

Appliance Retailer June / July 2020

According to Rick Hart, the clearance type outlet appears to be a popular shopping opportunity for consumers in the Western Australian market. “It is yet to be established how long before retail, along with others in the community, will rebound to what we have known previously,” he said. “There are likely to be lasting effects from the pandemic which will shape the future market and the wider retail industry outlook for the balance of 2020 is likely to be challenging. Retail however has always been the lifeblood of the consumer market, and whilst likely to have to be innovative in its approach, history tells us that retail always rebounds.” There are currently five full time Checkout staff in sales, administration, and team support, supported by Rick Hart, Nicholas Kirby and Belinda Hart, who are actively involved in the business strategy.

RETAIL PROFILE AR

“EVIDENCE SO FAR SHOWS THAT CONSUMERS WILL LOOK TO VALUE RETAIL OUTLETS IN THIS ENVIRONMENT, AND THIS BUSINESS IS WELL PLACED TO CATER TO THAT CONSUMER.”

“Our product gurus are industry professionals with decades of experience behind them. They come with expert knowledge and a genuine passion for delivering a service that wows,” Belinda Hart said. To support day-to-day management of Checkout and future business development, Mitesh Shah was appointed as general manager. He brings 15 years of experience in the electrical appliance industry, having previously worked in the Rick Hart business, and more recently at Harvey Norman and Winning Appliances. “Mitesh has very strong supplier relations as well as tremendous sales ability, product knowledge and negotiation skills making him the perfect fit for the Checkout business which requires these skills,” Kirby said. Rick Hart's upmarket appliance store, Rick Hart & Co, scheduled to open in Q3, will be located alongside Checkout Factory Outlet. AR

TOP LEFT: The main entrance of the Checkout Factory Outlet showroom TOP RIGHT: Rick Hart managing director of Rick Hart ABOVE: Checkout Factory Outlet showroom with strong branding BOTTOM LEFT: Checkout Factory Outlet warehouse area within the retail space

www.applianceretailer.com.au

AR NEWS

IFA will go ahead in 2020: What you need to know IFA will take place in Berlin this year over three days from 3 September to 5 September 2020, in a special edition format in line with imposed restrictions due to COVID-19. The new format, developed in close collaboration with German public health authorities, will be an invitation-only event and no longer open to the public. Authorities have advised that is safe to hold events with up to 5,000 participants, but IFA 2020 will permit a maximum of 1,000 visitors per day to any event with social distancing, crowd control and other public hygiene measures in place. Announcing details of the 2020 format, IFA Berlin executive director, Jens Heithecker said, “We know that business as usual is not possible, so we thought if it is possible for IFA to happen at all. We had only one priority – health and safety had to come first.” He continued: “We understand that countries are pulling through COVID-19 at their own pace – come September, some countries may still have restrictions imposed and social distancing rules will be the norm. But our world needs new technologies to inform and entertain us, to make us more productive, and keep us safe and healthy. To access these technologies, our world depends on global trade. We cannot simply shut down the global economy and tell everyone to come back next year. “Innovation has not stopped. After the event cancellations in the past five months, our industry urgently needs a platform that can showcase its innovation so it can recover and rebound.

In September, retailers are getting ready for the year’s most important shopping season with Black Friday, Cyber Monday, Single’s Day, Christmas and Boxing Day sales events. So brands and manufacturers need a grand global stage to present their new products and we believe IFA can be the venue for that. “Berlin has been one of the capital cities in the world relatively unaffected by the coronavirus and in close coordination with public health authorities, together we have agreed on a safe and workable solution. We hope and expect that between now and September the public health situation will improve. “We spoke to many of our partners and the message was loud and clear – they are in urgent need to repair and restructure their supply chains and that’s why our industry must have a sourcing show. It will not be a normal IFA, but it meets the needs of media, brands, manufacturers and retailers. It is the best and most efficient way to run it during COVID-19. We know that this concept for IFA in 2020 presents significant logistical challenges but we know that we can make it happen safely, efficiently and with impact. “Virtual events are okay but in terms of publicity, it can only get brands so far. Only by bringing everything together in one place at one time can brands and journalists create the buzz and excitement that new technology needs and that’s what we can deliver with our concept for IFA 2020.” However, Heithecker did confirm that in addition to the physical fair in Berlin, IFA will offer virtual opportunities.

“WE ARE CERTAIN THAT IFA CAN TAKE PLACE IN REAL LIFE AS A PHYSICAL EVENT HERE IN BERLIN BASED ON A NEW CONCEPT TAILORED TO THE CURRENT SITUATION. IT WILL BE IFA, BUT NOT AS WE KNOW IT.” - IFA BERLIN EXECUTIVE DIRECTOR, JENS HEITHECKER 18

Appliance Retailer June / July 2020

NEWS AR

TOP: Nolte Kitchens display at LivingKitchen 2019 BOTTOM LEFT: Living Kitchen director, Bernd Sanden BOTTOM RIGHT: BLANCO sink display at LivingKitchen 2019

LIVINGKITCHEN ORGANISERS BULLISH ABOUT 2021 INSTALMENT LivingKitchen will take place in Cologne, Germany from 18 January to 24 January 2021 as the first global kitchen event on the calendar for the industry since the outbreak of COVID-19 with EuroCucina postponed until April 2021. Koelnmesse vice president for trade fair management, Matthias Pollmann said despite the current circumstances around the coronavirus, there is a certain degree of optimism surrounding the upcoming trade fair duo of imm cologne/ LivingKitchen. “There are indications that we can once again dare to be optimistic, although we still have an extremely difficult time ahead of us, with many problems,” he said. “While it has not been possible to stop the coronavirus in the present situation, various indicators in many places do point to a necessary and longed-for turnaround.” LivingKitchen director, Bernd Sanden commented, “The year 2020 will go down in history as one of the most difficult and memorable. Positive results in the international furniture and interiors industry can hardly be anticipated in the present year. “The cuts have been too deep for that. However, from an overall economic perspective, there are, especially for Germany, forecasts that are once again encouraging over the medium

to long term. Despite the currently adverse situation with Germany’s economic-research institutes anticipating a 4.2% drop in economic performance for 2020, however, growth of 5.8% is predicted for 2021. “As LivingKitchen set out to represent the sphere of kitchens, cooking, home living and food holistically, the event also reflects many social developments that are giving the interiors industry fresh momentum.” The LivingKitchen team is currently working to realise the conceptual and organisational specifications, in order to create the optimal basic conditions for a successful trade fair. The focus of the upcoming event will be on the exhibitors from Germany and abroad, who will present their latest innovations in Cologne. An important component of LivingKitchen 2021 will be the Connected Living and Smart Home themes, which will be united under the name ‘Connect’ in the new exhibition hall. A total of 149,000 visitors from 139 countries were registered in 2019 at the trade fair duo of imm cologne/ LivingKitchen. Among the trade visitors, the number of foreign interested parties increased to more than 50,000, which corresponds to a share of 52% and thus underlines the international importance of the event. www.applianceretailer.com.au

AR NEWS

A look back on EuroCucina 2018 in Milan, Italy

Postponed EuroCucina prepares for 2021 edition Applications for the 2021 edition of Salone del Mobile.Milano and its kitchen furniture exhibition, EuroCucina, are now open for the new fair dates, April 13 to April 18 in Milan, Italy. It will be the first time all of the biennial exhibitions are held together, including the lighting exhibition Euroluce, that generally runs together with EuroCucina and its side event FTK, Technology For the Kitchen, as well as the International Bathroom Exhibition which was supposed to take place this year. Salone del Mobile.Milano organisers have confirmed that space allocation is still a work in progress as applications are being submitted and will be decided on at a later date. “It will be a huge challenge for us. Immediately after the decision of postponing the Salone del Mobile.Milano to 2021, we have started thinking about the best way to guarantee the right visibility 20

Appliance Retailer June / July 2020

and business opportunities for all those companies that make Salone del Mobile the leading furniture fair in the world,” a statement shared with Appliance Retailer said. “We are working on the strategies which will optimise the synergies, business and sustainability of Salone del Mobile fair.” The organisers are buoyant about welcoming back international contingencies, including those from Australia and New Zealand. “We are confident that by 2021 we will be able to conduct a semi-normal life. The Salone del Mobile will take all the necessary security and health measures recommended by the World Health Organisation and the Italian government. In 2018, EuroCucina was host to 2,915 visitors from Australia and New Zealand and we expect to welcome them all back in 2021.”

WATCH OUR EXCLUSIVE INTERVIEWS WITH LEADING MANUFACTURERS INCLUDING: Eurolinx Fisher & Paykel Hisense Jura Panasonic Shriro Smeg Tefal

LEADERS FORUM 2020

The Big Questions

We speak to various brands about how COVID-19 has influenced product price points, product training, the Motherâ&#x20AC;&#x2122;s Day selling period, marketing efforts, category sales performance, the future of retail and stock levels for the second half of 2020.

MAJOR RETAILERS INCLUDING:

Bi-Rite Home Appliances BSR Group Camberwell Electrics Videopro Winning Appliances

AR LEADERS FORUM

PRICE RISES How currency fluctuations have impacted price points in the marketplace.

SHRIRO – GENERAL MANAGER FOR APPLIANCES, BRAD STREET

“There was a lot of nervousness around fluctuations in currency, whether it was USD, Euro or Yen and it spooked the market… Now we are seeing a stablisation in that space but there is no doubt that price rises had to come…” 22

Appliance Retailer June / July 2020

LEADERS FORUM AR

PANASONIC – MANAGING DIRECTOR, PAUL REID

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“We always try to absorb currency movements and not pass them on. However, in recent months we have seen quite a significant devaluation of the Australian dollar, certainly more than we have been able to absorb and as a result, in recent weeks, Panasonic announced price increases…”

HISENSE – HEAD OF MARKETING, ANDRE IANNUZZI “In March we equipped our Melbourne-based Hisense customer care team to work from home. This was a critical transition as it means we can continue to provide Hisense customers with local service support during this challenging time, whilst maintaining the health and wellbeing of our team.

“These are unprecedented times; businesses around the world are grappling with COVID-19 and how best to respond to the rapidly changing world. As one of Australia’s leading consumer electronics and home appliance brands, maintaining our operations during this time is not only critical to our business, it is important to our partners’ too. Locally, we have been working very hard to support our customers, retailers and employees, as we work together to navigate this unknown terrain.”

”

www.applianceretailer.com.au

AR LEADERS FORUM

PRODUCT TRAINING With reps unable to visit stores, training has been forced to shift online.

FISHER & PAYKEL – CHIEF OPERATING OFFICER, JEREMY SARGEANT

“Product training was an interesting problem because we have always been very good at training – we have an Experience Centre, a global training academy and we are really focused on making sure that we could immerse customers in our brand… when you do that in store, it’s easier to take people on that journey.” 24

Appliance Retailer June / July 2020

LEADERS FORUM AR

EUROLINX – MARKETING MANAGER, DANIEL BERTUCCIO

“

“It has its restraints but virtual training is definitely something we feel is going to be a lot more regular that it ever has been before and I think the earlier we adapt, the better it will be for all of us.”

WINNING GROUP – CHIEF OPERATING OFFICER, JO DEVERY “Internally, for the Winning Group team, online training has been a very important part. We launched the Winning Academy late last year and we have been very successful in delivering a huge amount of training. We have delivered over 64 sessions with 2,595 attendees and we have included more online content through our training portal.

“We have also been able to have clients come in virtually and provide training to our teams through Zoom. We have provided around 1,300 hours of training via face-to-face, video and the online portal. It continues to be an important part of how we train our people moving forward and we are expecting to be able to move back into Rosehill for classroom training as well.”

www.applianceretailer.com.au

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MOTHER’S DAY How this year’s key sales event stacked up amid the pandemic.

SMEG – MANAGING DIRECTOR, JIM KALOTHEOS

“We have been quietly very happy about our small appliance business developing over the past few years and we had a great Mother’s Day supported by all of our fantastic partners. It was even better than last year…” 26

Appliance Retailer June / July 2020

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JURA – MANAGING DIRECTOR, GEORGE LIAKATOS

“

“We were quite concerned prior to Mother’s Day as it was the onset of the crisis at that point but throughout the promotional period, we have seen reasonable growth on last year…”

GROUPE SEB – MANAGING DIRECTOR, JOE TIZZONE “For Mother’s Day this year, air fryers were the most popular item on mum’s wish list with the product selling out in retail stores. We also launched our Cook4Me+ Connect around Mother’s Day with very positive opening sales, and we expect this to continue as the weather cools down and consumers enjoy using multicookers and pressure cookers to create hearty meals. “When the pandemic first hit, we anticipated the worst. There was an initial slowdown, but small appliance and cookware sales quickly bounced back and ever since, we continue to see sales increases week on week.

“I think the success of our small appliances could be attributed to consumers spending more time preparing meals at home, browsing the internet and sharing cooking-related content on social media, including recipes. At Groupe SEB, we have been utilising Facebook Live and Instagram to engage with our customers, in addition to how-to recipe videos from our brand ambassadors.”

”

www.applianceretailer.com.au

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Q+A

NEW WAYS OF DOING BUSINESS FOR RETAILERS Retailers evolve several aspects of their business to adapt to the ‘new norm’.

CAMBERWELL ELECTRICS – STORE OWNER, HANS VANDERSTADT

Q: HOW HAS YOUR MARKETING SHIFTED DURING COVID-19?

A: “We are doing less traditional marketing… We need to stand out in the noise of a lot of the big boys – some of these retailers are spending a lot of money on marketing and advertising to keep their businesses ticking so somehow we need to put our little flag up to say ‘Hey, we are here too’…” 28

Appliance Retailer June / July 2020

BI-RITE HOME APPLIANCES – GENERAL MANAGER, ABDUL KAYUM SACUR

Q: WHAT SALES TRENDS HAVE YOU BEEN SEEING SINCE THE START OF THE PANDEMIC?

A: “Our total business has seen a massive benefit throughout this pandemic in terms of sales uplift, year-to-date. We are sitting at about 13% up so it has been a very strong year for us but that’s not to say this will last forever, there’s obviously a lot that can change in the second half…”

“

VIDEOPRO – DIRECTOR OF BUYING, SCOTT GOVENLOCK

Q: WHAT HAS BEEN THE BIGGEST CHALLENGE FOR THE BUSINESS DURING COVID-19? A: “We have always tried to deliver the best possible customer service rather than always being about the biggest range or the cheapest price. That has been a really interesting challenge. We moved to contactless delivery and contactless Click & Collect in March and trying to deliver that service without being face-to-face or without being with a customer in the store has been something that our team has embraced, which has been pleasing to see. There have been a lot of emails, Live Chat support, Zoom meetings, FaceTime with customers to walk them through the store to show them our products.

“On the vendor side, it is difficult at the moment because we are seeing major stock shortages across all of the consumer electronics brands, on the back of everyone cutting their forecasts in March, thinking about risk mitigation but now our business is up and our supply chain is down so it’s slim pickings for TV and home theatre systems for June.” www.applianceretailer.com.au

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BSR GROUP – CHIEF MARKETING OFFICER, ADRIAN MITCHELL

Q: HOW WILL COVID-19 IMPACT THE FUTURE OF RETAIL AND RESHAPE CONSUMER SPENDING HABITS?

A: “Through the changes that have been forced upon people’s behaviours in this period, consumers are far more accepting of purchasing larger products online, more so than what they were in the past. I believe it will have a hangover effect and strong online growth will continue as we would expect. In saying that, through our internal research, it has been interesting to note that the younger generation still want an ‘experience’ – whether that’s product demonstrations, the theatre of being in a store, touching and feeling the product – so we are still equipping ourselves to be bricks-and-mortar first. 30

Appliance Retailer June / July 2020

“We have always predicated ourselves on our excellent customer service and excellent customer experience in store. Being a franchise model with store owners that live and breathe the business and work in their local communities, the connection they have with their customer base in-store will remain strong moving forward. “Fulfilment is another key area. How does everyone get better at that and meet customer expectations moving forward so that the experience is as frictionless as possible? These were things that we were already doing but no doubt COVID-19 has accelerated many businesses, not just ours, particularly in fulfilment both online and offline.”

FEATURE

Smart Home SECURITY CAMERAS, VIDEO DOORBELLS AND OTHER SMART ACCESSORIES

PAN & TILT CAMERA

CAPTURE MORE OF YOUR HOUSE MASSIVE 355° PAN – 140° TILT

solo

guardian app cam

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Uptick in security camera sales BY EMILY BENCIC

Fast Facts

– S ecurity camera sales up 52% in volume and 50% in value* – Wireless cameras account for nearly three quarters of total market value* – Two-thirds of wireless cameras sold are single packs but over 40% of wired cameras sold are four-pack cameras* * GfK data for the 12 months to February 2020

PLAY VIDEO

SMART HOME AR

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UNIDEN

Brad Hales National Marketing & Communications Manager Australians have become focused on investing in products that improve their home environment, communication with others and sense of security, according to Uniden’s Brad Hales. “The smart home category is constantly changing and adapting to meet consumer needs and demands, especially now as most of us spend more time at home,” he said. “Smart home products are becoming increasingly accessible and affordable, with many products now compatible with Google Assistant and Amazon Alexa, allowing consumers to create an even more personalised smart home hub. The phased roll-out of 5G technology across Australia will also make people turn more confidently to wire-free devices, delivering increased reliability across a larger network capacity.” Security cameras continue to account for a large portion of the smart home setup and are becoming progressively smarter and user-friendly; in particular, 100% wire-free cameras that can be placed inside or outside the home, almost anywhere and can be setup in a matter of minutes.

UNIDEN PROMOTION

With the purchase of an App Cam Solo+ twin, triple or quad pack, consumers will receive a bonus solar panel, valued at $79.95. In addition, consumers who purchase any of the App Cam Solo range receive seven days of free cloud backup with the option of upgrading to a higher plan. A nationwide radio campaign over 2GB / 4BC has been launched, alongside a multimedia campaign to showcase product benefits across social media.

“Most wire-free security camera solutions can have a multi-camera setup to monitor different areas of the property at once, providing consumers with flexibility to keep watch over all angles, day or night, in our case via the Uniden app on their smart device.” Hales has seen recent security camera sales be influenced by more than just home security with many consumers wanting to facilitate contactless home delivery. “Products such as the Uniden Guardian App Cam Solo PT provide a visual verification of when items are at the door, with the added benefit of two-way talk to provide further instruction to couriers, tradies and other visitors. “There are also lifestyle benefits, such as voice control functions when compatible with Google Assistant and Amazon Alexa,” Hales said. The perception that wired home security devices are more effective than wire-free cameras has shifted with customers wanting easy DIY options. “Wire-free technology offers more flexibility in terms of zoning locations around the home, with the ability to remotely access home security footage from a smart device.” Uniden is one of very few brands that offers 7-day Cloud Backup free of charge on the entire App Cam Solo range with no additional hidden costs post-purchase. Footage can be stored directly to SD card or the Uniden Cloud. AR

SD CARD & 7 DAYS FREE CLOUD BACKUP

AR SMART HOME

The Arlo Pro 3 Floodlight Camera features 2K video with HDR, colour night vision, 160-degree viewing angle and up to 3,000 lumens of light. It is 100% wire-free for easy DIY installation

ARLO

Brad Little Vice President and Managing Director – APAC Although many Australians are spending increasing amounts of time at home, the smart home category continues to see growth, according to Arlo's Brad Little. “Consumers now have fresh perspectives on how smart devices can add genuine value to their everyday lives through entertainment, convenient DIY security and peace of mind monitoring loved ones,” he said.

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“We continue to see a strong trend toward personal video monitoring and home security. With the sudden rise in home deliveries, and shift to zero contact deliveries, we are seeing increasing interest in video camera monitoring at the front door. We have also seen increased demand from small businesses who are keen to keep an eye on things while they may be trading remotely or across reduced hours.” However, the ability to access bricks-and-mortar retail outlets has been impacted as consumers are

Appliance Retailer June / July 2020

being encouraged to stay at home, which is posing a challenge for the category. “Bricks-and-mortar stores enable consumers to touch and feel product samples and spend time with experts to gain advice and support. The challenge for our industry now is to supply this service and support online as best we can.” In response to increasing interest in video doorbell security cameras, Arlo has launched its first wired video doorbell. “Traditionally, brands in this space have focused on camera resolution or other traditional specifications to describe viewing quality. However, there will be more about aspect ratio in this category. For example, rather than providing traditional 16:9 pillar box vision, brands like Arlo are introducing 1:1 aspect ratio to enable consumers to see what’s at the door, from top to toe. Importantly, not all offerings are the same and consumers will need to determine what is best for them.” AR

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AR SMART HOME

“We also hear stories about working parents setting up indoor cameras to watch or interact with other family members and grown up kids that they might not be able to see at this time. The ability for technology to facilitate these moments remotely also drives interest to invest in technology that helps keep consumers always connected, even when isolated or away.” However, not all smart home brands integrate seamlessly, which then hinders category growth to provide a more meaningful improvement in the home, Stewart said.

The new Swann Tracker Camera is a world-first compact and digital pan-tilt security camera with Direction Detection, offering two video stream perspectives

SWANN

Jeremy Stewart Vice President – Global Marketing With Google Assistant and Amazon Alexa functionality now readily available, consumers can easily integrate and remotely control their DIY security solutions within their smart home ecosystem, Swann's Jeremy Stewart said. “Other innovations, such as facial recognition and thermal imagery, that were formerly only in the realm of professional security are now being made available as part of everyday household security solutions,” he said. According to Stewart, a key question considered by industry players is – how does this technology work to simplify routines in the home, especially for consumers who are always on the go? “We are seeing homeowners invest in high-quality 4K ultra HD video surveillance systems that enable real-time viewing through a smartphone app. This, combined with sensor technology which trigger push notifications when activity is detected, helps assure users that their loved ones are safe.

Appliance Retailer June / July 2020

“Many consumers are not choosing brands that integrate well, and fall short of the benefits that a seamless system promises, including the capability to manage multiple house functions – from the air-conditioning to lighting – without the need to compromise on features and time.” Swann offers a complete line-up of wired and wireless security solutions with both Google Assistant and Amazon Alexa to provide flexibility of choice. “It makes it easier for users who have already built their own smart home ecosystem on either of these platforms. We like to let the consumer decide which voice platform to go with.” For the smart home security category specifically, systems are sometimes installed incrementally without a central control point. This means users are required to download multiple apps to control different devices. “Our new Swann Security app, available from the App Store and Google Pay, acts as a mobile command centre to view and manage all compatible Swann wired and wireless devices. Stewart believes smarter detection capabilities, such as motion video analytics and facial recognition, are re-shaping the next generation of smart home products. AR

SMART HOME AR

Uniden Guardian App Cam Solo PT Kit

`Full HD 1080p `Solar panel included `Quick swap rechargeable battery `355-degree pan, 140-degree tilt design `Compatible with Google Assistant and Amazon Alexa RRP: $369.95

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PRODUCT GALLERY

Arlo Wired Video Doorbell `1:1 aspect ratio `Two-way audio `Built-in siren `2MP HD Video with HDR `180-degree viewing angle RRP: $289

Swann Tracker Security Camera

`5MP image sensor displays full HD video `World-first compact and digital pan-tilt security camera with Direction Detection `Google Assistant and Amazon Alexa compatibility, and accompanied by Swann Security app `Unique automatic motion-tracking dual video stream for simultaneous 180-degree full room view and second view that tracks up to two moving subjects RRP: $149.95

www.applianceretailer.com.au

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“

To truly elevate the user experience, we need products – even those from different brands – to work together seamlessly.

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RING

Mark Fletcher Managing Director – APAC As security and privacy grow increasingly important to consumers, there is strong demand for brands to release products with a security-first approach, was the view from Ring’s Mark Fletcher. “As an industry, we should take a closer look at our business practices and evaluate what we can do to further safeguard our users as many of us share customers,” he said. “A big focus for Ring in 2020 is continuing to provide an excellent user experience, particularly when it comes to making whole-home security products and features that work better together, while ensuring security and privacy remain a critical component of everything we do.” Users have become less concerned about what a single device can do and more interested in how multiple devices can work together to create a truly seamless user experience. “At Ring, we are always working to improve not just the singular product experience, but the ways in which our products work together to create a whole-home security ecosystem. “For example, we introduced the Linked Devices feature last year to allow our customers to connect all of their Ring devices and customise how they work together. With this feature, users can set their cameras to begin recording when another 38

Appliance Retailer June / July 2020

device detects motion, and manage it from the Ring app. To truly elevate the user experience, we need products – even those from different brands – to work together seamlessly.” The biggest challenge is to deliver peace of mind and the best user experience possible, while ensuring that the three pillars of privacy, security, and user control remain front and centre. “We believe that privacy has to be foundational and built in to every piece of hardware, software, and service that we create, and we will continue to challenge ourselves to innovate and make it easier for customers to understand and manage their privacy and security with Ring.” Ring will continue to empower users with an affordable, effective way to monitor and secure their homes and neighbourhoods, according to Fletcher. “Looking at the year ahead, we are more committed than ever to providing the best possible experience for our customers. For us, that means doubling down on offering whole-home security in a truly seamless way and providing users with devices that intuitively work together. “We just launched the new Control Centre for the Ring app that initially enables Ring users to see and manage their connected devices, linked accounts, and shared users, among other features. Future versions of the Control Centre will provide users the ability to easily view and control other privacy and security settings right from the Ring app as well,” he said. AR

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D-LINK

Graeme Reardon Managing Director – ANZ Smart home automation, communication and security have been growth areas for some time now but more recently have seen even more significant growth, D-Link’s Graeme Reardon said. “Our consumers, sales, research, retail and reseller partners are expecting this growth to continue and to be significant for the foreseeable future.” The ‘smart’ part of products is the biggest trend in the market. It is no secret that any product that fits within the Internet of Things, can be voice controlled by Amazon Alexa or Google Assistant, and are part of a smart home ecosystem are very much the products people want more of. When it comes to challenges, consumers need to have a router that can handle their smart devices, whatever their connection may be – ADSL, NBN or cable. “The router must be able to provide consumers with the speeds they demand and the security they need. Not all routers are created equal.” Artificial Intelligence (AI) is now very much a part of the best, latest, greatest and most effective systems now. AR

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Ring Video Doorbell 3 showing footage of front porch www.applianceretailer.com.au

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“

With our range, we are excited to help decrease the price gap so the whole category becomes less of a luxury and more widely accessible to all.

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LASER

Chris Lau Managing Director Laser’s Chris Lau sees smart home technology cementing itself as a trend that is here to stay in Australian homes in 2020. “As consumers learn more about the category having already used gateway products such as lightbulbs and smart speakers, they are starting to feel more confident in expanding their connected systems. We foresee that the smart home category will continue to grow and expand as more appliances and gadgets will be able to be easily integrated into wider systems,” he said. In the smart home category, the strongest trend is product affordability because in the past, a simple smart light globe would cost up to four times the price of an ordinary globe, making the category inaccessible to most. “With our range, we are excited to help decrease the price gap so the whole category becomes less of a luxury and more widely accessible to all. This is a major step forward to invite more consumers to engage with wider home automation technology. “At Laser, we are committed to bringing consumers affordable, accessible and easy to use technology. At some point soon, we aim for zero price difference between a smart light globe and an ordinary light globe,” Lau said. 40

Appliance Retailer June / July 2020

With current conditions, many Australian bricks and mortar stores have suffered and in particular, the success of the smart home category is reliant on informing and educating consumers. “Laser has always championed and invested in the importance of retail staff who are equipped to proficiently guide consumers when considering smart home technology. Without this face-to-face interaction there is no doubt that some of this key information will get lost on the way. Furthermore, when looking to invest in smart home technology, consumers may look to overseas suppliers who haven’t undergone the appropriate Australian standards and checks,” he said. “Laser has always been committed to helping retailers educate with in-store trainings and in suppling materials which can help with this. In addition, our ongoing PR campaigns have focused on the smart home space for some time now and will continue to endeavour to find ways to educate consumers more broadly.” While smart lighting, security and sensors are all the rage, there has been growing interest and excitement in some of the less typical ‘smart’ products across Laser’s multi-brand strategy. For example, the Connect SmartHome brand, exclusive to Harvey Norman, incorporates a smart diffuser in the home and lifestyle section. AR

SMART HOME AR

Ring Video Doorbell 3

`Amazon Alexa compatibility `New adjustable motion zone ‘near zone’ `Enhanced dual-band 2.4 Ghz/5Ghz Wi-Fi for improved connectivity `Ring’s first battery device to offer Pre-Roll feature which captures four seconds of video before motion is detected RRP: $329

Laser Connect SmartHome Smart Diffuser `Compatible with Amazon Alexa and Google Assistant `Ability to set timers, intensity, schedules, misting modes via the Connect SmartHome app `RGB coloured lights slowly change as the diffuser works to enhance the relaxing experience `150mL capacity for water or essential oils to increase moisture levels and disperse aromatic scents RRP: $79.95

PRODUCT GALLERY

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D-Link Smart DIY Security Bundle DCS-8331KT

`Bundle includes smart Full HD Wi-Fi camera with built-in smart home hub, smart door and window sensor and smart motion sensor `Premium Full HD clarity with 151-degree view `Intelligent Video Analytics (IVA) for smarter motion detection `Built-in Smart Home Hub connects to mydlink smart DIY devices RRP: $349.95

www.applianceretailer.com.au

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Fast Facts

– The air treatment category (purifiers, dehumidifiers and humidifiers) has grown 43% in volume and 59% in value* – Air purifiers are the most dominant type accounting for almost half of the units sold* – Dyson holds the top spot in air purifiers ahead of FitZone Solutions** *GfK data for the year to February 2020 **Euromonitor research for full year 2019

Air apparent BY KYMBERLY MARTIN

Appliance Retailer June / July 2020

N EW Featured: DDSX220WF 2 in 1 Air Purifier & Dehumidifier.

Comfortable clean air – 2 in 1 Air Purifier and Dehumidifier The De’Longhi Tasciugo AriaDry Pure Dehumidifier will keep you comfortable and healthy by extracting excess humidity and removing pollutants in the air. The 4 Action Filtration with HEPA Type E12* filter captures up to 99.96% of particles and air pollutants and is certified by Australia’s National Asthma Foundation Sensitive Choice program. And with connectivity and convenient app, you can take control from anywhere. * Third party organisation test on MPPS particles according to EN 1822:2010. Efficiency referred to particles of 2.5 μm size at 80 m3/h speed – dehumidification and filtration.

For more information on the De’Longhi Dehumidifier range visit delonghi.com.au or contact 1800 126 659.

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DE’LONGHI

Sean Doherty Trade Marketing Manager The air treatment category is heavily influenced by extreme weather conditions as well as bushfires and floods which have fueled consumer awareness about the importance of a healthy home, according to De’Longhi’s Sean Doherty. “The strongest trend we have seen is the need for a product to have a high level of air purification such as a HEPA or an EPA filter. These products are often supported by asthma and allergy programs such as Sensitive Choice which give the consumer confidence that the product they are purchasing is tested by professionals,” he said. Even with the growing level of category awareness there is still some confusion amongst consumers as to exactly what different types of air treatment products do, from filtering the air of nasties to removing moisture in a humid environment and adding moisture to a dry one, he said. “There is a lot more to be done in educating consumers on how to best create a comfortable, healthy environment in their homes.” Connectivity in comfort appliances is a growing trend worth mentioning too as smart appliances are easily incorporated into the daily routine when consumers are not at home. “This helps save energy and reduce utility bills by scheduling working time during off-peak hours,” according to Doherty. AR 44

Appliance Retailer June / July 2020

“

Connectivity in comfort appliances is a growing trend worth mentioning too... this helps save energy and reduce utility bills by scheduling working time during off-peak hours.

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AIR PURIFIERS AR

BREVILLE PROMOTION

New air purifiers will fit onto existing in-store fixtures developed for Breville Air.

BREVILLE

Nicolas Cauzac Category Manager Air purifiers were already on a growth trend before being boosted by two recent major events, bushfires and COVID-19, Nicolas Cauzac said.

and the growth trend is steady. “Sleek design and smart features are definitely the new go for dehumidifiers, along with user-friendly functions such as auto and laundry modes.”

Cauzac said high filtration performance with extra levels of purification, such as the Breville proprietary feature Microbe Shield light, is a strong trend for the air purifier category.

When it comes to issues, he offered these thoughts: “We don’t expect, and don’t hope either, that the bushfire season will be as bad next year, so we should see some decline year-on-year. But overall, the trend will stay positive with more people looking to protect their family from air pollution. Australians are now familiar with air purifiers as an effective solution to help with breathing difficulties and want to prevent their health from both interior and exterior risks of poor air quality.”

The air humidifier category is also growing 30% year-on-year especially for premium products as consumers seek better features. “Until recently, basic products in the humidifier market such as evaporative devices or aroma diffusers didn’t offer any of this.” He said air dehumidifiers have been neglected for many years also, but this category too is close to a 30% increase

And the next big thing will see the Breville air purifier range refreshed with Wi-Fi connectivity, to keep people in control of their appliances on the go. Users will be able to turn their unit on remotely when there is a pollution peak so when they are at home air quality is good. “Users could be informed when such events happen and be reminded when filters need replacing,” Cauzac said. AR

“It is clearly one of the fastest growing categories at the moment with over 50% growth year-on-year and the future is bright as better breathing solutions are now on the radar of Australian households.”

The Breville Smart Dry Plus Dehumidifier LAD300 features SensAir technology, two-stage filtration, quiet night mode and laundry mode to dry clothes faster indoors

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www.applianceretailer.com.au

AR AIR PURIFIERS The Dyson Pure Hot+Cool purifying fan heater features a new and unique diffused airflow mode along with fan mode. To maintain airflow projection out the front of the machine, the baffle stays in place to deliver a powerful, frontward stream of purified air to cool users down in summer while simultaneously purifying the room

DYSON

Sam Bernard Global Category Director – Environmental Care A key focus for Dyson is on engineering intelligent technologies that solve genuine problems and support wellbeing. A good purifying fan heater should sense, capture, project, heat and cool, Sam Bernard said. “At Dyson, as engineers we insist on developing technology that works properly, without compromise on any functions. Our latest machine goes beyond standard tests. It heats and cools while always purifying the whole room. “As a company, we’re committed to getting every Australian to understand the importance of clean indoor air and tackling the issue of indoor air pollution,” he said. With many people spending increasing amounts of time at home, maintaining a clean and healthier home space is an important priority. People consume more air every day than any other substance, yet often think little about what is in the air breathed, which can be up to five times more polluted than the air outside, according to Dyson. Dyson has created the POLAR test, based on a larger living room size, with no added fan, with nine sensors collecting air quality data every five seconds, detecting particles of indoor air pollution 300 times narrower than a human hair. The hero product is the Dyson Pure Hot+Cool purifying fan heater that automatically detects airborne particles and gases and simultaneously reports to the LCD screen and Dyson Link app in real time. The machine can project over 290 litres of purified air, per second, to every corner of the room. AR 46

Appliance Retailer June / July 2020

AIR PURIFIERS AR

FITZONE SOLUTIONS Maria Russo Director

“

The result of the devastating bushfires across the country this past summer, with an unprecedented level of visible air pollution and concomitant health issues associated with thick clouds of smoke, placed air purification in the forefront of people’s minds, Maria Russo said.

In the current climate there has been an increase in demand for UV-C germicidal LED technology. We expect this trend to continue even when coronavirus is under control.

The company’s intention to be at the front line of new technologies is evident with its most recent air treatment release, the Beurer Wi-Fi Triple Filter air purifier that embraces a ‘fresh home’ app.

”

“The app delivers easy visibility of temperature, particulate matter, humidity level and more. It also features a 24-hour timer, four fan speeds plus turbo mode, automatic function and a HEPA 13 filter that provides a 99.95% filter performance,” Russo said. An illuminated light displays a colour indicating air quality in the room, blue when air quality is clear and healthy, moving to red for a polluted air environment. An easy to use dashboard shares information on home air quality statistics and trends, daily, weekly or annually. AR

HOMEDICS

Siri Buskes Digital Marketing Manager Go to products

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HoMedics Australia saw an opportunity to bring a new piece of technology onto the market with its UV-Clean Phone Sanitiser. According to Siri Buskes, the portable sanitiser is designed to keep phones, keys, credit cards, glasses and remote controls, germ-free. “UV light cleaning, which has been used in hospitals and beauty salons, is now available to the consumer market. “As consumers become more health-conscious, we saw this category grow exponentially and in the current climate there has been an increase in demand for UV-C germicidal LED technology. “We expect this trend to continue even when coronavirus is under control as people become more thorough about cleaning and want to prevent the spread of germs more generally,” she said. The device claims to remove up to 99.9% of harmful bacteria at an ultrafast speed without the use of liquids or chemicals. The sanitising UV-C technology breaks down bacteria and viruses at the DNA level in just 30 seconds per side. As for challenges, Buskes said due to the COVID-19 crisis the only challenge is keeping up with demand to deliver new products to consumers. AR

The HoMedics UV-Clean Phone Sanitiser kills up to 99.9% of bacteria and viruses with no chemicals or mercury. It can also sanitise almost anything that fits inside including keys, credit cards, pens, glasses, even a computer mouse www.applianceretailer.com.au

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PRODUCT GALLERY

De’Longhi 2-in-1 Dehumidifier and Air Purifier DDSX22WF

`Four Action Filtration System (HEPA Type E12 filter) `AriaDry De’Longhi app `R290 refrigerant gas `Laundry function and humidity control RRP: $649

Breville Smart Air Plus Connect Air Purifier LAP508 `Wi-Fi connectivity `Four-stage air purification `Microbe Shield light `360-degree air circulation RRP: $579

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Appliance Retailer June / July 2020

AIR PURIFIERS AR

HoMedics UV-Clean Phone Sanitiser

`Kills up to 99.9% of bacteria and viruses `Maximum light coverage with patented pop-up design `Fits virtually any smartphone with up to 70 uses per charge `Sanitises keys, credit cards, pens, optical glasses and computer mouses RRP: $99.95

Beurer Wi-Fi Triple Air Filter Air Purifier LR500 `Designed for rooms up to 106m2 `Combination filter (HEPA filter + activated carbon filter) `Additional air cleaning using UV light `PM 2.5 sensor â&#x20AC;&#x201C; detects very fine particulate dust of up to 2.5Îźm RRP: $799.95

Dyson Pure Hot+Cool Purifying Fan Heater

`LCD screen shows the particles and gases the heater is automatically sensing in real time `60% more HEPA media into a taller and deeper HEPA filter `Heating function switches to stand-by mode once target is reached `Fan mode delivers a powerful, frontward stream of purified air RRP: $899