Retail Observer

RETAILOBSERVER.COM OCTOBER 2015 12 1995 2005 2015 This product line is the inspiration for True's newest addition to its residential products: the True 42, driven by the demands of a restaurant-quality refrigerator and refined for the home. Not only is the True 42 timely, like each of True's industry game- changers, it was a product of paying attention to the desires of its audience. In this case, homeowners had been putting True's commercial products in their homes for over 20 years. Now home chefs had a commercial refrigerator refined—meticulously and gorgeously—for the home kitchen. As a predecessor to the True 42, when True participated in its first KBIS in 2004 in Chicago, it modified its commercial beer equipment and undercounter refrigerators for home use. "At the time, we saw the continued popularity of stainless steel appliances being put into homes and felt that our ability to produce incredible looking stainless steel refrigerators for the commercial restaurant lent itself well to go into the home. Much of our research told us that the undercounter refrigerators and beverage centers that were on the market simply didn't keep the beverages very cold, and even less so in outdoor spaces," states cuurent owner Steve Trulaske. "Our ability to do this so well in a commercial environment proved to be a great opportunity to dip our toe into the residential market, with our initial market focus being on the outdoor kitchen. We continued to listen, bring in focus groups of dealers, designers, and homeowners, and gradually adapted and adjusted our products over the years." More than 10 years later, at the 2015 Kitchen and Bath show, without ever skipping a KBIS edition, True introduced a full size, side by side all-stainless product (the True 42) and a brand new clear ice machine to complement and complete its expanding undercounter offering, which has been steadily growing for the last several years. True has grown organically over the last 70 years and currently manufacturers over 900 models with thousands of variations, in (3) different voltages, shipping to over 95 countries annually, with everything designed, built, and manufactured in one of its four world-class factories in Missouri, close to the garage where it built its first bottle coolers. Though True pioneered the beverage and beer category and holds a strong market share, its core strength is its prowess in the back of the house: the freezer or refrigerator on the cook line where it's 110 degrees and the door or drawer is opened 1997 - TRUE launches www.truemfg.com 2001 - TRUE launches Spec Series ® All Stainless TR Series, a new product line designed specifically for the institutional foodservice marketplace. 2008 - TRUE Professional Series ® officially launches first generation product line. 2014 - True introduces the TruLumina ® LED lighting system in 14 designer colors. 1995 - TRUE celebrates "50 Years of Excellence." 2000 - TRUE becomes an original ENERGY STAR ® partner. 2004 - TRUE introduces new technology to its manufacturing processes such as waterjets, multibend centers and robotic arms. 2005 - TRUE celebrates 60 years and moves into the newly renovated World Headquarters in O'Fallon, Missouri. 2012 - New 24 Series product line introduced. True Professional announces new 15" Undercounter Refrigerators and Wine Cabinets. 2014 - True Launches the True Residential ® website.

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