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Electrolux Plans 2013 Launch Of $100K Range

STOCKHOLM, SWEDEN – Electrolux has slated early 2013 for the U.S. launch of its new Grand Cuisine ultraluxury range.

Introduced last month in Europe, the customizable cooking center offers nine separate elements: a combination convection and steam oven, a rapid-cool “blast chiller,” separate induction and gas cooktops, a searing plate, a vacuum sealer, a stand mixer and a Bespoke ventilation system.

The cooking platform also features interactive touchscreens, and is offered with an optional Molteni French-style ultra- premium commercial-grade oven.

The starting price in Europe, excluding the Molteni oven, is 80,000 euro, or about $104,000. Electrolux said the price includes an in-home instructional visit from a top chef.

The manufacturer described Grand Cuisine as the first professional cooking system for home use, and the first to allow consumers “to fully recreate Michelin-star restaurant experiences” in their own kitchens. It said the platform was borne of consumer research that identified an increased interest in fresh, healthy ingredients and in culinary and restaurant experiences.

“The launch of Grand Cuisine is a decisive strategic move,” said Electrolux president/CEO Keith McLoughlin. “Electrolux has a long history of consumer-insight-driven innovation and professional expertise. We have the credentials to lead the home-cooking revolution and have moved to meet this consumer need by further leveraging our professional expertise.”

Indeed, the company said it has been partnering with some of the world’s finest chefs for more than 90 years, and that its products are used by almost half of all Michelinstarred restaurants in Europe.

According to an Electrolux spokesperson, Grand Cuisine is still awaiting final UL approval and won’t be available domestically until early 2013. The product will be sold exclusively through the company’s customer services team and select architects and designers. For more information, visit

In other Electrolux news, the company has launched the first TV ad campaign for the Frigidaire brand in decades. TV spots employ a 90-year timeline that highlights Frigidaire’s industry innovations, including the first electric refrigerator (1918), the first room air conditioner (1929), and the first compact electric range (1950).

The ads end in the present, with the introduction of the new Gallery Range with Symmetry double ovens that allow consumers to cook multiple dishes at different temperatures simultaneously.

Electrolux began airing the 30- and 60-second commercials on major TV networks during primetime on Sept. 24. The campaign, which carries the tagline “The Legend Continues,” will be supported with print ads, digital marketing, in-store promotions, and enhanced training programs for retailers’ sales teams.

“This is a celebration of an iconic American brand,” said John Weinstock, Electrolux’s North American chief marketing officer. “For nearly 100 years Frigidaire has developed the innovations that have made the lives of American consumers easier, and as consumer needs change the ‘legend continues’ as we develop what’s next for the American kitchen.”