Retail Observer

RETAILOBSERVER.COM MAY 2025 22 HESTAN APPLIANCES PARTNERS WITH ENCOMPASS SUPPLY CHAIN SOLUTIONS AS EXCLUSIVE DISTRIBUTOR FOR REPLACEMENT PARTS IN U.S. AND CANADA Hestan Commercial Corporation, the family-owned premium appliance brand for residential indoor, outdoor, and commercial cooking kitchen appliances, today announced an exclusive strategic partnership with Encompass Supply Chain Solutions, a division of Parts Town Unlimited and a leading provider of replacement parts and supply chain solutions, to serve as the authorized distributor for warranty and non-warranty Hestan replacement parts and accessories in the U.S. and Canada. Under this new partnership, Encompass will manage the distribution of both warranty and non-warranty residential replacement parts and accessories for Hestan. The collaboration is aimed at enhancing parts availability and streamlining the ordering process for Hestan's customers across North America. "We're excited to welcome Encompass to the Hestan family and have them help provide an improved experience for our customers and service network," said Jan Heck, president and CEO of Hestan. "Their expertise in supply chain management and commitment to exceptional service aligns perfectly with Hestan's mission to deliver premium products with industry-leading support. This partnership will ensure that our customers have reliable access to the parts they need, when they need them." Encompass will oversee key supply chain operations for Hestan as it relates to parts and accessories, including inventory management, warehousing, fulfillment, and warranty support. To further enhance customer service, Encompass is introducing a dedicated website and toll-free support number specifically for Hestan replacement parts inquiries and orders. "Hestan is known for its commitment to excellence in commercial and residential appliances including outdoor grills, and Encompass is excited to support their customers with seamless access to critical replacement parts," said Joe Hurley, executive vice president of sales and marketing at Encompass. "By leveraging our extensive supply chain network, we can ensure that Hestan owners and service providers receive the high-quality parts they need to maintain and extend the life of their premium appliances." Please visit www.hestancommercial.com for more information about Hestan. "DAIRE ® TO EXPECT MORE." FRIGIDAIRE UNVEILS NEW AD CAMPAIGN HONORING OVER 100 YEARS OF INNOVATION New ad campaign connects brand's legacy to its next-generation technology, inspiring families to expect more from their appliances Frigidaire, a leading home appliance company owned by Electrolux Group (OTCMKTS: ELUXY), today debuts a new brand marketing campaign, "Daire to Expect More" – a bold tribute to Frigidaire's 100-plus-year legacy of delivering practical innovations that serve every family's needs. Across the campaign's visual and digital assets, Frigidaire taps into distinct and daring taglines, playfully challenging consumers to engage with and refer to everyday appliances in new ways: "Daire to Evolve." "Daire to Think Big." "Daire to Maximize." "Daire to Be Versatile." The hero ad spot wraps viewers in a feeling of nostalgia from the onset, opening with a 1950s-era kitchen outfitted with retro Frigidaire appliances before fast-forwarding to the quintessential modern kitchen of a busy family. With the final frame revealing the phrase, "Daire To Be Timeless," the ad pays homage to Frigidaire's legacy while underscoring its commitment to innovating alongside the generational changes of consumers. Early consumer testing revealed the campaign to be Frigidaire's most compelling to date, with viewers citing a strong connection to the ad's emphasis on nostalgia in particular. In a Kantar study, consumers rated it 95% more meaningful, 96% more different, and 92% more persuasive compared to previous campaigns. "We are thrilled to introduce "Daire to Expect More" and to take consumers on the next chapter of Frigidaire's incredible history. For over a century we have pioneered the industry with game-changing first-to-market innovations that inspire new ways of cooking and entertaining," said Amie Guy, SVP of Marketing and Consumer Direct Interaction, North America. "From the first home refrigerator in 1918 to the first oven with air fry technology in 2019, we have been innovating for the heart of every home for 100 years. With this campaign, we celebrate our history and 'Daire' families to discover all that Frigidaire can offer." Audiences can expect to see the ads across streaming platforms, traditional broadcast and cable television, digital display, and social media. A fresh landing page spotlights the campaign while highlighting Frigidaire's bestsellers built with proprietary industry-leading features including the Custom-Flex ® Temp Drawer, SpaceWise ® Organization System, and CrispSeal ® Crispers; another nod to the brand's inventive legacy. Please visit www.frigidaire.com/en/daire-to-expect-more for more information. I N D U S T R Y [ N E W S ] RO

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