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GE Drops Its Name From Café Major Appliance Line

Debuts new finishes geared toward mass-premium HGTV-loving consumers

GE Appliances is dropping the “GE” from its Café line of major appliances as the company moves from a “branded house to a house of brands.”

The Haier-owned company showed off the new Café kitchen brand and its new finishes at a press preview in New York on Wednesday. The decision to transition the line to its own brand stems from a strategy that one brand can’t be successful by being all things to all people, a company spokesman told TWICE. It removed the GE from its Monogram line of majaps two years ago.

Café will be positioned toward the mass-premium consumer market, targeting those HGTV-loving homeowners who place strong value on interior decorating but still receive sticker shock when pricing out premium appliances, he said.

See also: GE Appliances Creates New Group To Tackle Smart Home

Two finishes are offered — matte black and matte white — and consumers can choose from bronze, black, copper or silver (all brushed) hardware finishes. The company said providing this choice to consumers intends to help them combat the “sea of stainless” found with most higher-end appliances.

Over 100 models make up the line, including wall ovens, ranges, cooktop, French door refrigerators, dishwasher and vent hoods. Pricing will start “around” $8,999 for a four-piece kitchen suite, and they will be sold through independent retailers and some national chains, such as Best Buy and Home Depot. Shipping starts in August.

GE also currently offers a stainless line of GE Café appliances. Those models will join the Café brand next spring.

Select appliances will be manufactured within GE’s three U.S. plants, while others will be made in its Mexico and China factories. When asked about concerns as to how potential tariffs could affect its business, a spokeswoman said: “We believe in fair trade. We don’t think anyone is going win in this scenario. We are seeing materials inflation, and we’re working hard to provide the same great consumer value.”