RETAILOBSERVER.COM NOVEMBER 2020
28
G
E Appliances (GEA), a Haier company, announced a new
business launch into small appliances that will expand its
product offerings beyond major household goods. The
new microenterprise launches with 19 new products and 24 new
SKUs, including coffee makers, toasters, toaster ovens, blenders
and food processors, across its GE
®
, GE Profile™ and CAFÉ™
brands this month.
The new kitchen products build on more than a century of
innovation and industry firsts for the company, starting with the first
full line of countertop cooking appliances in 1904 and the first
electric toaster in 1905.
"GE Appliances is built on a legacy of inventing the category of
countertop appliances that added convenience and innovation into
the home. It's part of our DNA, and it's time to bring it back to be
part of our business," said Andre Zdanow, executive director of
small appliances for GE Appliances. "This new microenterprise
expands on our heritage, and our deep-rooted expertise in
engineering."
General Electric stopped manufacturing and selling small
appliances in 1984. Now, teams selected from the 900 engineers
based at the GEA headquarters in Louisville, KY have designed the
new collection of small appliances. They are building on the success
of GEA FirstBuild, GE's global co-creation community that hatched
best-selling products such as the Opal Nugget Ice Maker. Innovation
together with the attention to detail and commitment to superior
quality found in the GEA major appliances is certain to set a new
standard for small appliances.
"The habits of consumers have changed dramatically over the
last several months of the pandemic," said Zdanow. "As people are
making most of their meals at home, they have experienced
everything from recipe experimentation to cooking fatigue. Our new
line-up offers performance and convenience to help consumers
elevate their own abilities and change up their routines. From
nugget ice to coffee brewed at the perfect temperature, our range
of new appliances from our trusted brands is a new opportunity to
deliver restaurant-quality food and drink, while adding an extra
touch of enjoyment to the home."
The launch of this new area of business for GEA demonstrates
the commitment to growth for the appliance company. Since 2018,
GE Appliances has invested more than $660 million in its new
products, U.S. manufacturing and its expanded smart distribution
network, creating more than 1,500 new jobs.
The new small appliances will be available for purchase at
geappliances.com and cafeappliances.com later this month. They
are currently available for purchase at bestbuy.com and Best Buy
locations across the U.S. and will continue to roll out to retailers
nationwide.
For more information, visit www.geappliances.com.
M A N U F A C T U R E R [ N O T E S ]
GE APPLIANCES ANNOUNCES
NEW SMALL APPLIANCES CATEGORY
Builds on long history of innovation, expands product portfolio with 24 new SKUs in 2020
