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Best Buy Launches Siemens Majaps

The first fruits of Best Buy’s pact with BSH Home Appliances have begun rolling out to stores.

The premium program, which marks BSH’s entry into the mass market channel and the United States debut of its Siemens line of majaps, is part of Best Buy’s strategy to differentiate itself with stylish, advanced technology white goods from such alternative brands as LG and Samsung.

The first wave of Siemens appliances includes dishwashers, ultraSense laundry products and xTronic convection ranges. The grouping features such high-tech bells and whistles as 15 tailored wash cycles, surround convection heating that directs air at precisely determined angles, and dishwasher adaptation to soil levels and type.

Both companies will herald the launch this fall with TV spots, in-flight programming, in-store displays, direct-to-consumer promotions and event marketing.