Retail Observer

RETAILOBSERVER.COM JULY 2016 18 NEW ELECTROLUX WASHING MACHINE REDEFINES CLEAN WITH FIRST-OF-ITS- KIND SMARTBOOST ™ TECHNOLOGY AND LUXCARE ™ WASH SYSTEM Brand unveils first and only washer that premixes detergent or fabric softener with water to achieve a deep clean Consumers do laundry almost every day, and at the end of all that effort (5.7 loads washed per week), 67% are not even happy with their current washer's cleaning performance 4 . After all the pain and hassle of getting the clothes from the floor, to the hamper, to the washer, shouldn't you just be able to assume they are clean at the end of the cycle? Now you can. At the 2016 Kitchen and Bath Industry Show (KBIS), Electrolux unveiled a first-of-its-kind wash system that delivers a deep clean by premixing water and detergent before the wash begins. The stain-fighting power of the new Electrolux washer featuring LuxCare ™ Wash and SmartBoost ™ technology, along with the new Electrolux dryer featuring Instant Refresh ™ and Perfect Steam ™ , are poised to deliver game-changing innovation to the laundry room. Unlike other front load and top load washers, the new Electrolux washer with SmartBoost ™ technology premixes water and detergent before the wash cycle begins. The result? A deep all-around clean that quickly and effectively removes stains. The line also introduces the LuxCare ™ Wash System, refined from thousands of hours of testing in the Electrolux fabric care labs and designed to deliver better clean and care of fabrics on every cycle. "Our new Electrolux Washer and Dryer pair are going to change the industry's standard for cleaning performance," said John Weinstock, senior vice president marketing for Electrolux Major Appliances in North America. "Thanks to our innovative, first-of-its- kind new design and technology, this truly is an unprecedented level of clean you can achieve at home while maintaining the quality of your favorite fabrics." Electrolux sets the global standard for laundry and an expert- level clean with its Electrolux Professional Wascator, which is the required industry washing machine by which all laundry manufacturers must measure their performance against. In fact, the procedure to measure cleaning performance defined by the Association of Home Appliance Manufacturers (AHAM) requires all manufacturers to use the Wascator as a reference for measuring cleaning performance in their own testing. Below is the premiere laundry pair Electrolux debuted at the show. PERFECT STEAM ™ WASHER WITH LUXCARE ™ WASH AND SMARTBOOST™ (NEW) • SmartBoost™ introduces an exclusive technology that infuses water with detergent in a special chamber before the cycle begins, for a deep clean that removes tough stains in all cycles • LuxCare™ Wash system features improved wash actions, perfect cycle timing, temperature control, and smart load sensing • 15-minute Fast Wash Cycle quickly deep cleans the items you need most 1 • Sanitize option is certified to kill and remove 99% of bacteria and 95% of allergens 2 • StainSoak™ option tailors the wash program to your specific type of stain. Starts by premixing water, detergent, and stain remover in a unique chamber to create a powerful, yet gentle cleaning solution. Then, the temperature, tumbling actions, and time are I N D U S T R Y [ N E W S ]

• Cover