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Electrolux Preparing ‘Historic’ Frigidaire Push

Rolling out more than 700 new products this spring and summer 2/17/2017 11:45:00 AM Eastern

Electrolux is about to unleash its pent-up manufacturing and marketing might behind its iconic Frigidaire brand.

Starting in April and extending through the summer, the Swedish majap maker will introduce more than 700 new products (including various finishes and product variations) across the Frigidaire, Frigidaire Gallery and Frigidaire Professional badges, spanning all appliance categories.

The effort, described as the single largest product launch in the company’s 99-year history, will include a full line of black stainless kitchen majaps within the Frigidaire Gallery family, including French door, side-by-side and top mount refrigerators and double and single wall ovens.

There are no smart appliances in the launch.

Electrolux said the rollout will reach more than 75 percent of the U.S. appliance market, hitting its traditional national and regional channels, and will be supported by “a significant investment in national advertising and digital marketing to drive awareness.”

“We are launching 700 new appliances that preheat faster; clean up faster; help boil water faster; and that do dishes right the first time,” said Electrolux marketing executive VP John Weinstock. “Our consumers have busy lives and they want their appliances to help them achieve great results quickly.”

Much of the focus will be on black stainless — a premium feature —that will be priced to hit the mass market.

“Until now this finish has only been available on our competitors’ high-end appliances,” Weinstock said.  “It is exciting to bring this finish to a wide Frigidaire audience whom we know are often on a budget and looking for practical yet very modern solutions.”

Introduced at last month’s Kitchen/Bath Industry Show (KBIS) and hitting sales floors in June, the eight-model Frigidaire Gallery Black Stainless Steel collection features a Smudge-Proof finish that resists fingerprints, cleans easily, and provides a neutral tone that allows for single-item replacement sales, the company said.

Here’s the breakout:

French door fridge: The 28-cubic-foot refrigerator features adjustable storage, providing over 100 combinations to organize and customize the interior. Suggested retail: $2,849

Top mount fridge: This 21-cubic-foot top freezer features a full-width wire freezer shelf for better organization. Suggested retail: $1199

Dishwasher: Features an OrbitClean wash system with four-time better wash coverage than traditional spray-arm models; 34-minute quick-wash cycle; and SaharaDry technology that leaves dishes up to 95 percent dryer than other models in its class. Suggested retail: $749

Double and single wall ovens: Both feature true convection heating, a quick preheat setting, a temperature probe, and 2-hour self-clean and 20-minute light clean cycles. Suggested retails: $2,999 and $1,899, respectively

Freestanding gas and electric ranges:
Both share the true convection heating, quick preheat, and variable cleaning cycles of the wall ovens. The gas model features a Power Burner for heavy-duty heating and a 2-in-1 simmer burner and griddle for sauces and pancakes; the electric version has five elements including two SpaceWise Expandable elements and a warming zone so all parts of the meal can be cooked at once. Suggested retails: $1,249 and $1,199, respectively

Over-the-range (OTR) microwave: Automatically adjusts power levels and cooking times for a variety of foods, and features one-touch functions for reheating, adding 30 seconds, and cooking baked potatoes and popcorn. Suggested retail: $509

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