Laundry

New Maytag front-loading Epic washer Unveiled

ATLANTA (Reuters) – The first washing machine made under the Maytag brand by new owner Whirlpool Corp. is being rolled out this week at Home Depot Inc., which is devoting more space to appliances in a bid to boost its market share.

The front-loading Maytag Epic washer, available in white and black at prices beginning at $1,099, is made on the same platform as the Whirlpool Duet machine, which has big, see-through round windows on the doors.

Front-loading washers, which open from the front as opposed to the top, can hold larger quantities of clothing, work faster and use less water and energy.

For the Epic, the stakes are high as Whirlpool looks to breathe new life into Maytag, a U.S. appliance icon admired for dependability but dragged down in recent years by financial woes that hampered innovation.

Retailer Best Buy Co. stopped selling Maytag washers and refrigerators last year, citing a preference for other brands.

“The place where Maytag really has a black eye is with the appliance retailers,” said Greg Alford, senior partner with Peachtree Consulting Group in Atlanta. “If Whirlpool misses the mark, they would be running out of strikes pretty quickly.”

Whirlpool acquired its former rival in March, and by 2008 plans to have introduced a new suite of laundry products under the Maytag name.
“If you look at where Maytag was in the last couple of years, it was pretty cash starved and the ability to invest was rather limited,” said Bill Cody, Home Depot merchandising vice president for kitchen and appliances,

On Home Depot’s floor, the Maytag Epic will compete with washing machines from General Electric Co. and South Korea’s LG Electronics Inc., which makes a front-loading steam washer available in colors such as midnight blue and wild cherry. Home Depot stores do not sell Whirlpool brand products.

The Maytag Epic is set apart from Whirlpool’s Duet by engineering that makes it more resistant to scratches and stains and a commercial-grade motor, said Audrey Reed-Granger, director of marketing and public relations for the Maytag brand.

“Internally, we beefed this product up,” Reed-Granger said. “The Maytag consumer is accustomed to a very strong and powerful unit.”

Cody said the Epic reduces the noise and vibration typically associated with washing machines that have higher spin speeds — an important feature as washers make their way to upper floors from the basement.

“A customer can install these products on a second level and not be disturbed by vibrations and noise,” Cody said.

The Epic will eventually be available at other national retailers, Whirlpool said.

Microwaves

Microwave Drawer Kitchen Design Contest

Sharp Insight Pro Microwave Drawer Kitchen Design Contest

Mahwah, NJ — Sharp Electronics Corp., the Mahwah, N.J.-based marketing and sales subsidiary of Japan’s Sharp Corp., is seeking entries for its first-ever “Insight Pro Microwave Drawer Kitchen Design Contest,” the company has announced.

According to the Mahwah, NJ-based Sharp, the competition will recognize professional kitchen designers for the most inspired kitchen designs that incorporate one of Sharp’s Insight Pro Microwave Drawer cooking appliances.

Sharp will select five winning designs that will be announced at the 2007 Kitchen/Bath Industry Show, the company said. The winning designers, along with the homeowners with the winning kitchens, will each receive Sharp AQUOS Liquid Crystal Televisions.

“The Insight Pro Microwave Drawer has inspired designers to think differently about how they design a kitchen by giving them a new option for microwave placement,” said Christine Lewis, senior director of marketing for appliances, Sharp Electronics Corp. “We’re excited to see the range of kitchen designs that showcase all of the unique advantages of the Microwave Drawer.”

Beginning immediately, professional designers are invited to submit photos of their completed kitchen designs, which must feature an Insight Pro cooking appliance with a Microwave Drawer.

Submissions should include photographs, a completed entry form and a brief description of the design. Each entry must be designed by a professional kitchen designer and must be installed in a private residence, the company stated.

Winners will be chosen by a panel of independent judges based on the use and visual appeal of the Microwave Drawer product, how the Microwave Drawer complements the overall design of the kitchen and the use of general design elements and principles.

A grand prize of a 45″ AQUOS LC-TV, first-place prize of a 37″ AQUOS LC-TV, second-place prize of a 27″ AQUOS LC-TV, and two honorable mention prizes of Sharp Insight Pro Microwave Drawers will be awarded. In addition, one 15″ AQUOS LC-TV will be awarded to each of the homeowners of the winning kitchens, Sharp said.

Entries must be submitted electronically by March 1, 2007. Additional information, contest rules and entry forms can be obtained by visiting www.sharpusa.com/drawerdesigncontest.

Appliances

Whirlpool Sells Amana Microwave Unit

Whirlpool Sells Amana Microwave Unit

Whirlpool Corp. has sold a commercial microwave unit for U.S. $49 million to Aga Foodservice Group Plc, according to a Bloomberg News report.

Whirlpool said in May it planned to sell the Amana commercial microwave unit, along with its Hoover vacuum, Dixie- Narco vending machine and Jade commercial appliance divisions, after its $1.68-billion purchase of rival Maytag Corp.

Amana microwaves are used at fast-food restaurants. The products are manufactured in Whirlpool’s factory in Amana, IA, U.S., where Whirlpool is expanding production of refrigerators with freezers on the bottom.

Solihull, England-based Aga said it will move production to a new site within 2 years.

Hoover’s fate is still being considered as Whirlpool gauges interest in the product line.

Uncategorized
According to Business Standard, Videocon Electrolux will set up a greenfield facility in Uttaranchal to manufacture air-conditioners at an investment of Rs 150 crore.
Anirudh Dhoot, managing director, Videocon Industries-Electrolux, said the plant was expected to be ready by April 2007 so as to make available the product during the the summer.
He added the capacity would be upgraded later to include refrigerators and washing machines. The plant will come up under the Videocon Industries banner.
The company has launched a new range of washing machines in line with the upcoming festival season with special holeless drums to help save water up to 40 per cent.
At present, we have 3.5 per cent market share, but after rolling out this range we expect it to go up to 8 per cent, said Dhoot.
He added the company expected a sales turnover of Rs 600 crore by December 2006 and was aiming for a turnover of Rs 750 crore by December 2007.
In the past year we have grown at 30 per cent compared with the industry which has seen 18-20 per cent growth, noted Dhoot.
The projected sales for washing machines for 2006 is 1.10 lakh units compared with 64,408 units in 2005, said Madhav Nene, deputy general manager-marketing, Videocon Industries-Electrolux.
In terms of advertising and marketing spend, Dhoot said the company had kept aside Rs 6 crore for next two months.
The company will spend Rs 25 crore on Electrolux, the appliances brand, and Rs 10 crore on Kelvinator, the kitchen appliances brand, this year, said Dhoot.
The company will also be introducing additional units in the microwave range and expect sales to grow from 58,000 units last year to over 1 lakh units.
Installation, Products

Stainless Steel v. White Appliances

Most of us in the appliance business figured it was a fad a couple of years back. But now, homeowners are realizing that white appliances (or other colors for that matter) make their kitchen more unique than if they were to uses stainless steel appliances.

Emiril and Wolfgang popularized big, bulky, professional-style stainless-steel. Viewers want what the pros have.

Now, according to Domino Magazine, the new stainless steel is… well… white.