CHARLOTTE, N.C. – Blomberg Appliances, the premium European kitchen and laundry brand, is expanding distribution into major U.S. and Canadian cities where it will target the builder and designer channels.
Executives said the move follows a warm reception to the brand’s latest line, which debuted last month at the Architectural Digest Home Design Show (ADHDS) in New York.
“The enthusiasm Blomberg received from architects and designers at the show was confirmation that our unique product offerings are finding eager audiences ready to include Blomberg in their project plans,” said Salih Zeki Bugay, North America marketing and product manager.
The decision was also based on increasing demand for apartments in metropolitan areas, boosted by the rise in homeownersturned- renters. “Installing innovative, stylish appliances designed for unique or small spaces typically found in apartments and high-rise residential living remains a powerful sales tool and important amenity for building owners,” Bugay said.
Selected markets will include Boston, Chicago, Dallas, New York, Seattle, Toronto and Vancouver, with Blomberg’s U.S. majap distributor Eastern Marketing assisting in the expansion.
Though relatively new to the U.S. market, Blomberg was a 131-year-old German business that was acquired in 2002 by Arcelik, a Turkish CE and consumer durables powerhouse.
Among its holdings, the conglomerate owns the Grundig and Beko brands, operates banks, a retail chain and food distributers, and is the third-largest majap maker in Europe.
Blomberg said its latest line features refrigerators, dishwashers and laundry pairs that feature the premium materials, advanced design and high performance of larger footprint units but are optimized for smaller living spaces. Its French-door fridge, for example, boasts a flexible temperature control system that ranges from -10 degrees F to 50 degrees F and a “blue light” ultraviolet technology that allows fruit and vegetables to continue photosynthesis while in storage to maintain their freshness and vitamin content.
Likewise, its washers are equipped with a variety of cycles tailored to specific fabrics and garments, and its model WM 87120 NBL00 compact washer was named a “Best of Year” laundry winner in 2013 and 2014 by Reviewed.com, an online source for thirdparty expert reviews.
Similarly, its dishwasher line features a sensor management system that automatically monitors the soil level of dishes and adapts the right cycle temperature and time to deliver perfect washing results with optimum water and energy consumption, the company said.
Eastern Marketing president Marty Friedman noted that Arcelik has long exceeded EPA Energy Star requirements due to Europe’s stricter standards.