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Brand Source Bows Siemens Cooking Line

Brand Source will launch a new line of Siemens built-in cooking appliances nationwide this month.

The partnership, first revealed during the buying group’s Spring Summit (see TWICE, April 9, p. 1), encompasses Siemens’ avantGarde-branded iSlide convection wall ovens and avantGarde touchSlide electric cooktops. The iSlide feature on the ovens allows cooks to “scroll” their finger around an iPod-like circular groove to control temperature, much like selecting a tune on the music player. Similarly, the cooktops feature touchSlide controls in place of conventional knobs or buttons, providing consumers with 17 different power levels for precise control.

“We are very excited about the opportunity to partner with an outstanding and recognized brand like Siemens, and we plan to make it a cornerstone of our marketing and merchandising efforts for the future,” said Bob Lawrence Brand Source CEO. Franz Bosshard, president/CEO of Siemens parent BSH Home Appliances, added that “Partnering with Brand Source will be an important element for the successful launch of our Siemens brand throughout the U.S. From the very beginning of our discussions with Bob Lawrence, it has been a privilege working with Brand Source, and we are looking forward to a continued, long-term alliance.”

Siemens majaps, like those of sister brands Bosch and Thermador, are renowned for their German engineering, European styling, and innovative features that offer consumers what the company describes as “attainable luxury.” Siemens’ complete line includes gas, electric and induction cooktops; convection wall ovens; ventilation units; refrigeration; dishwashers; and laundry. It is headquartered in Huntington Beach, Calif., along with BSH, which is a wholly owned subsidiary of Munich, Germany-based BSH GmbH, purportedly the world’s third largest white-goods manufacturer.

Brand Source is a member-owned, member-managed merchandising group organized by regions and divisions with representation on a national board. It provides buying and merchandising services for independent major appliances, consumer electronics and furniture dealers, and has 4,000 members and 5,000 storefronts nationwide. Services include wholesale and retail financing, four-color tabloids, customized television spots, a monthly newsletter, merchandising programs and an e-commerce program, as well as special pricing, merchandising allowances and rebates on products.