New Appliance Brands from GE

20+ years ago, appliance behemoth GE began expanding their GE appliance brand from a mass brand into premium and luxury categories. First, they introduced GE Profile as an upscale premium product with features designed to appeal to the market that wanted something more than the mid-line GE appliances. Then, they added the GE Monogram line for the luxury market that was being captured by brands such as Sub Zero and Viking. Eventually, they added GE Cafe’ which was a product designed to capture customers searching for a “pro” look without the luxury price.

Many of us who were selling GE at the time wanted GE to market their  Monogram appliances as a separate luxury brand without the GE name in the brand. But General Electric chose to name the brands GE Monogram, GE Profile, and GE Cafe’ to keep the GE identity in the forefront. 

Now that GE Appliances has been purchased by Haier, the GE Monogram name is changed to Monogram, and the GE Cafe’ appliances are becoming simply Cafe’. Cafe’ has been offered as Stainless Steel, but now also in the new Cafe’ Matte Collection as customizable appliances in Matte White with brushed bronze and Matte Black with brushed stainless hardware. It’s a classy look, especially with the customizable hardware. 

After choosing the Matte White or Matte black finish, buyers can select hardware knob and handle color or colors that give them the custom look that works best for them. Hardware choices are brushed finishes in copper, stainless steel, black, and bronze. There is an attractive copper cuff on all handles as if the appliance were giving a nod to luxury copper cookware.

Designers should seriously consider offering Cafe’ as an option for customers who want a custom luxury look, but don’t want the often budget breaking expense of the super luxury brands. For more information call Arizona Wholesale today.

 


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Column Refrigerators, Freezers, and Wine Storage

While there are no official criteria or definitions for column refrigeration units, we’re going to define them as full-height, *built-in refrigerator, freezer, and wine units.

The main advantages to columns are the flexibility of capacity and location. Depending on the appliance brand, column widths include 18”, 22” (Miele), 24”, 30”, and 36”.  Smaller families might prefer an 18” wide freezer and a 30” refrigerator, while a larger family may want a 24” freezer and a 36” wide refrigerator. The two units may be placed next to each other in a side-by-side configuration below, or they may be used as bookends perhaps with workspace, a dishwasher, and a sink separating them. 

In the configuration below, an appliance wall features separate wine storage, freezer, and refrigerator.

 

 

 

 

 

Early on, European brands Miele, Gaggenau, and Thermador brands dominated the column refrigeration category. While all are made in the same factory in Turkey, the three brands have different features. Sub Zero, with their massive new refrigeration launch beginning in 2013, quickly became a major factor in column refrigeration. More recently, Bosch (parent of the Gagganau, Thermador brands) has added column refrigeration, as has GE Monogram. Other brands promoting columns are  Marvel, and the commercial oriented refrigerator brand Perlick.

As you might expect, purchasing separate units is likely to cost more than a single refrigerator/freezer unit. Nevertheless, columns are becoming increasingly popular. It appears that to be a member in good standing in the luxury category, brands must offer column refrigeration. Hence, Dacor and Jenn-Air have recently entered the fray with refrigerator columns, and GE Monogram has just announced a 120,000 square foot expansion at its Selma, Tenn. refrigerator plant for new column refrigerators and freezers.

*Frigidaire/Electrolux needs a mention here, because of their “all refrigerator” and “all freezer” configurations. However, they are not true built-ins, but what the industry considers counter depth models. This means that they can not be installed flush with the cabinet fronts.

COMING SOON:  Part 2 of this series on refrigeration focuses on key features of specific column refrigerator brands.

Be sure to visit Arizona Wholesale for all of your appliance, flooring, and window treatment needs.