LOUISVILLE, Ky.—January 8, 2018—GE Appliances, a Haier company, is making a bold and strategic move from a branded house to a house of brands, giving Monogram®, GE Café™, GE®, GE Profile™, Haier and Hotpoint their own identities among the owner segments they were crafted to serve. Consumers will see a shift to enhanced branding efforts throughout 2018, but the building and construction industry will get a preview of what’s to come at Design & Construction Week® in January.
“Our commitment is to create ‘good things, for life,’” said Rick Hasselbeck, chief commercial officer, GE Appliances. “From the factory floor to the corner office, everything revolves around this promise to put the owner at the center of all that we do. At Design & Construction Week, you’ll see this in the way we market our brands, in each new feature and in the way our owners embrace and interact with every purposeful innovation we will bring to them.”
The house of brands model enables GE Appliances’ unique product lines to stand on their own, making it easier for consumers, designers and builders to determine the product line that best meets their needs, lifestyles, tastes and price points:
Monogram is the ultra-premium brand that promises to Elevate Everything™ in the kitchen from cooking to refrigeration. It is the definition of luxury, appealing to designers and discerning owners who appreciate fine detailing and personalized spaces.
GE, GE Profile and GE Café provide options for a wide range of owners from tech enthusiasts to those who crave simplicity in their appliances. Backed by more than 100 years of purposeful innovations, owners can expect style, lasting quality and connected features that improve their everyday lives.
Haier-branded appliances are designed for adventurers who live their lives outside of the kitchen and laundry room, but still want sleek, modern styling and unexpected features that make household chores simpler.
Hotpoint provides uncomplicated solutions for busy households where meals are usually simple and quick. With Hotpoint, owners don’t have to compromise quality or long-term durability to get exactly what they need at the right price point.
GE Appliances Brands on Display at Design & Construction Week
Monogram to Elevate Everything at KBIS Booth #W1712
On the Kitchen and Bath Industry Show (KBIS) side, Monogram will invite owners to Elevate Everything™ in the kitchen and beyond with its unrivaled craftmanship, elegance and one-of-a-kind creations that amplify the greatest style and culinary ambitions. By partnering with some of the world’s talented creative minds, including fashion designer Zac Posen, Monogram is merging high fashion and high-end premium appliances to bring owners a stunning selection of artfully minded innovations truly unique to their category.
Monogram will showcase its line of ultra-premium ranges, wall ovens, pizza ovens and refrigerators, as well as the Monogram Island™ concept, an awe-inspiring kitchen island that packs food preparation, cooking, traditional countertop usage and mobile device charging into one eye-catching, yet inconspicuous, unit.
GE Café and GE Profile bring more premium finishes, innovative connectivity and more wows at IBS Booth #W3153
GE Café and GE Profile appliances will not only take center stage at IBS, but they will also upstage the competition with the widest selection of premium finishes available, giving owners more options and more inspiration to create their own unique spaces. Available on select GE Profile and GE Café products, consumers can now choose from four premium finishes, including Black Stainless, Stainless, Black Slate and Slate.
But style will not be the only dish on the menu. In close collaboration with leading home brands, including Amazon, Google, Nest, Drop, Innit and others, GE Appliances is integrating WiFi, voice command, app connectivity and more into the products owners depend on every day. The company is also highlighting its industry-first Precision Cooking algorithms that tailor the oven’s behavior to the selected food item, including breads, cuisines, desserts, meats, seafood and vegetables—for perfect results every time.
“From form to function, we’re cornering the market on developing products that truly are ‘good things, for life,’” Hasselbeck said. “We never forget that the owner is boss, and through close collaboration with consumers, partners and our elite class of design teams, we are listening, we are creating, and we are delivering with extraordinary offerings that reflect the styles and lifestyles of our owner segments.”
For more information, visit www.geappliances.com.
About GE Appliances
GE Appliances, a Haier company, creates “good things, for life” through our passion for great appliances and the happiness they can bring to every household. With the Hotpoint, GE®, Haier, GE Café™, GE Profile™ and Monogram® brands, owners have more choices for making their kitchens and homes amazing each day. Our products include refrigerators, freezers, cooking products, dishwashers, washers, dryers, air conditioners and water filtration systems. For more information, visit www.geappliances.com/our-company.