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Amana Is Added To Lowe’s Lineup

Lowe’s, the No. 2 major appliance retailer and home improvement chain, is adding Amana to its white goods assortment.

Amana now joins the ranks of Frigidaire, GE, Maytag and Whirlpool within the retailer’s majap mix.

Talks between the merchant and the No. 5 majap maker began prior to Maytag’s agreement in principal to purchase Amana later this summer for $350 million. It is unclear how the move into Lowe’s will play into Maytag’s brand strategy for Amana after the acquisition.

Lowe’s will roll out a full line of Amana products to all of its nearly 700 stores, including side-by-side and bottom-mount refrigerators, freestanding and built-in ovens, dishwashers, Radarrange microwave ovens, and washers and dryers.

The chain’s VP/merchandising Bruce Ballard said, “We are very enthusiastic about the opportunity we now have with Amana’s exciting new products. Each of their appliance categories has been designed with our target customer in mind, and the wide range of new and unique features offered in these models is extremely impressive.”

Indeed, the current Amana line is the product of a three-year, $100 million overhaul that resulted in new bottom-mount refrigeration platforms, super-capacity ovens and stainless steel tub washers.

Lowe’s, which has pledged to overtake Sears in five years to become the No. 1 white goods retailer, is further demonstrating its commitment to the category with a new TV ad campaign that plays up its wide selection.