By Lisa Johnston
New products on display at the American International Toy Fair, held in N
Brand Source, the $11 billion home furnishings buying and marketing organization, unveiled a new "high-rise" display vignette from Siemens home appliances during the group's National Convention and buy fair, held here last month at the Paris, Bally's and Harrah's hotels.
The buy fair marked the first full-line debut of Siemens' kitchen collection on a buying group show floor. Brand Source announced the exclusive buying group partnership with the BSH Home Appliances brand during its Spring Summit in March, and began shipping the new line of built-in cooking appliances in July.
The partnership encompasses Siemens' avantGarde-branded iSlide convection wall ovens and avantGarde touchSlide induction and electric cooktops. On the ovens, the iSlide feature allows cooks to "scroll" their finger around an iPod-like circular groove to control temperature, much like selecting a tune on the Apple music player. Similarly, the cooktops feature touchSlide controls in place of conventional knobs or buttons, providing consumers with 17 different power levels for precise control.
The collection, as well as the display vignette, is also being carried by select independent majap dealers outside the Brand Source organization.
The display itself is designed to provide a streamlined showcase for Siemens' 16-SKU line while reflecting its European styling and technological emphasis. "The display strongly brands the Siemens look and feel, visually differentiating us from all other appliance brands, and acting as a 'silent salesperson,'" said Siemens brand manager James Dawson. "The streamlined design is an efficient platform for showcasing 16 products within a small area without looking cluttered."
At the time of the rollout, Brand Source CEO Bob Lawrence said that the group plans to make the Siemens collection "a cornerstone of our marketing and merchandising efforts for the future." In turn, Franz Bosshard, president/CEO of Siemens parent BSH Home Appliances, called the partnership "an important element for the successful launch of our Siemens brand throughout the U.S."
Indeed, the line and vignette has also been picked up by non-Brand Source dealers, including regional independent Queen City Audio Video & Appliances, the Charlotte, N.C.-based NATM Buying Corp. dealer. "The Siemens display vignette is beautifully done," said Queen City CFO Roddy Player. "It shows the products well, yet maximizes floor space which is always at a premium. Charlotte is in the midst of an urban development boom, and this kitchen is completely in tune with a growing taste for more contemporary looking appliances."
Queen City featured the Siemens vignette at the Southern Kitchen & Bath Show early this month.
Siemens majaps, like those of sister brands Bosch and Thermador, are renowned for their German engineering, European styling, and innovative features that offer consumers what the company describes as "attainable luxury." Reportedly the No. 1 brand in Germany, Siemens' complete line includes gas, electric and induction cooktops; convection wall ovens; ventilation units; refrigeration; dishwashers; and laundry. It is headquartered in Huntington Beach, Calif., along with BSH, which is a wholly owned subsidiary of Munich, Germany-based BSH GmbH, which lays claim to the title of No. 3 white-goods manufacturer worldwide.
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