Retail Observer

RETAILOBSERVER.COM SEPTEMBER 2014 22 I n the home, gray is more than a shade between black and white. According to the National Kitchen & Bath Association (NKBA), gray will be the fastest-growing color scheme in the kitchen in 2014. 1 The popularity of this muted, natural color fits perfectly with the trending transitional style for the kitchen. SHIFT TO SLATE Although stainless steel has remained a popular premium finish option for homeowners over the years, many consumers may be looking for a way to change things up by incorporating a more muted gray color scheme into their transitional-style kitchen. Manufacturers like GE are taking note and developing products that will help you to offer alternatives that meet design needs. Inspired by the rich texture and appearance of stone, GE developed Slate—a finish with a deep, warm and inviting look that exudes the refinement and sophistication consumers seek. Slate's low-gloss metallic finish is adaptive, allowing it to seamlessly blend into the home. Slate, which was introduced into the market in 2012, has experienced great success and offers a solution for consumers who are looking for an alternative finish. Sixty five percent of Slate consumers purchased multiple products—high above the industry standard of 17 percent. Less than two percent of consumers purchase an entire suite of appliances, but Slate once again surpasses standards, as 30 percent of owners have purchased the entire suite. SLATED FOR EXPANSION To adapt to the growing popularity of the finish, GE doubled the availability of Slate products in 2013. Now, GE is again expanding the line to include slide-in and built-in Profile™ Series appliances. Consumers will have confidence in knowing that in a recent GE survey of people who have purchased Slate, 97 percent were either "extremely" or "very" satisfied with the appearance of the appliances in their kitchen. The popularity of Slate goes beyond appliances. Pfister™, a manufacturer of kitchen and bathroom faucets, has been collaborating with GE on Slate since 2013 after seeing the growing interest in gray. Pfister's approach is a bold brushed metal finish with a rich hue that's available for its Pasadena kitchen faucet. "As people transition their kitchen appliances over time, it was important to us to find a finish from a palette that is timeless and harmonious, yet distinctive," said Lou Lenzi, whose team of designers created the finish. "Slate is a universal, neutral finish that will suit consumers who want a premium finish that can complement or even replace stainless steel." ADDITIONAL ADVANTAGES As you explore new finish options with consumers, there are a couple other key points to share: • Consider Cleanliness: Many consumers may complain about the fingerprints that are associated with stainless steel. The matte quality of Slate is resistant to fingerprints—saving the hassle of trying to get rid of those common smudges. • Complementing Colors: The brushed stainless steel handles and knobs add contrast to the appliances, while also allowing them to mix and match Slate with existing stainless steel appliances if they are not looking to replace the entire suite. 1 NKBA 2014 Kitchen and Bath Style Report, results tabulated January 2014 M A N U F A C T U R E R [ N O T E S ] RO SLATED FOR SUCCESS: POPULARITY OF GE'S NEWEST PREMIUM FINISH AND CURRENT COLOR TRENDS LEAD TO SLATE EXPANSION

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