ANALYSIS: BUILT-IN Home Appliances
ASKO Craft ovens
May 2022
ertonline.co.uk
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Statesman hob “Ovens have evolved from just being black or
silver boxes to eye-catching high-gloss, colourful and metallic finishes, with statement knobs and digital control panels,” Mr Severgnini goes on. “Consumers recognise that while big ticket items are effective for making a statement within the kitchen, they can also achieve the ‘wow’ factor with a suite of seamlessly integrated appliances.” After
launching in the UK last year, ASKO is
welcoming its brand new range of built-in ovens; the Craſt range comes in two different styles – stainless steel and black steel – presenting the brand’s love for design, using visual flair and a strong aesthetic. “For the last 70 years, ASKO has been designing and
developing premium kitchen appliances with timeless Scandinavian style,” comments Stuart Wilson, ASKO National Account Manager. “Tis latest range features single ovens, compact ovens, a coffee centre and warming drawer, while the full Black Steel frame accelerates the current trend for darker coloured appliances and we’re sure consumers are going to get really excited about this.” Another option is the Hybrid hob – popular with
those wanting the blend of induction cooking with high quality gas, says Mr Wilson, as it comes with a four zone
AEG Extractor Hob
(double bridge) induction and a chef ’s 7.4W Fusion Volcano Wok Burner. He hints that the neat and premium “designer”
kitchen look is an important purchasing factor these days, not to mention that integrated appliances provide even more cooking space for valuable worktop and preparation areas.
Mix and match When it comes to displaying product options in store, Statesman Kitchen Appliances offers something a little different for consumers to ponder, as Sales Manager, Allan Glass, explains… “We have a comprehensive range of unbranded
cooker hoods and hobs and we find that the mix and match option is always a popular choice for consumers – where perhaps they want to invest the majority of their budget in an oven but they still need the hood and hob alongside. For anyone visiting their new kitchen, they would assume these items are the same brand as the new oven.” And when it comes to electrical retailers adding fitted
kitchens and kitchen furniture in their stores, apart from the obvious extra margin opportunity, Mr Glass
says: “Tis allows retailers the chance to display the product in a kitchen setting, which really helps them to achieve a sale that they might otherwise lose to a larger kitchen retailer, and also potentially upsell other built-in appliances at the same time.” In agreement that built-in ovens and hobs are
bestsellers, Andrew Wasdell, Senior Product Manager, Hot and Dish Category at Electrolux UK and Ire, believes this is due to the advent of more streamlined and linear kitchens, especially in compact areas where space is a premium. Appliances can sit behind kitchen cabinet exteriors without taking up any extra space. Te AEG Mastery Range reflects this. All appliances
follow one sleek design so consumers can mix and match a wide variety of items, from microwaves to coffee machines. Additionally, the EXCite controls found on
AEG’s ovens and compacts conceal complex cooking intelligence behind an intuitive touch control panel that houses all the functions and menu systems. “Consumers are switching away from the traditional
stainless-steel ovens towards a cleaner look,” comments Mr Wasdell, “so we are meeting this demand by expanding our selection of black colour options.
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