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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