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Appliance Sales Fall 4% For TWICE Top 100

NEW YORK — Retail sales
of major appliances fell nearly 4
percent for the industry’s largest
dealers last year, according to the
TWICE Top 100
Major Appliance Retailers

The annual survey
of leading major appliance
prepared with market
research partner
The Stevenson
Company, showed
white-goods sales slipping 3.7
percent to $22.7 billion for the
ranking retailers, which represent
more than 90 percent of
total industry sell-through.

Despite the downturn, the
results offered the first wisps
of recovery from the now fouryear-
long majap malaise, as the
rate of decline eased from the
4.7 percent drop in prior-year
revenue, and bettered the 6.5
percent falloff in total industry
volume in 2009.

Buoying last year’s sales were
pervasive Black
Friday promotions,
more solid economic
footing after the
financial freefall in
autumn of ’08, and
market expansion
as weaker competitors
closed shop.

The biggest share
gains were realized within the
home-improvement channel,
which grew its piece of the Top
100 pie almost 4 percent to
more than a third of total sales,
thanks to a strong performance
by No. 2 majap dealer Lowe’s.

Sears handily retained its
crown as the king of appliance
retailing with a 32 percent share
of Top 100 sales volume, but continued to lose ground despite
steep and relentless promotions.

Sales results in fact varied
widely within the rankings, reflecting the state of local real
estate markets and the ability
of dealers to reinvent their
businesses amid the new
economic realities.