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GE Leads Costco’s Deeper Dive Into Majaps

Costco has added the GE and GE Profile brands to its growing assortment of major appliances.

The lines will join a roster of Top 5 badges at the leading warehouse club that includes Whirlpool, LG and Samsung.

Costco had dabbled in the category off and on in recent years, dipping its toes in the white-goods waters with lone model refrigerator entries from Whirlpool, Samsung and even a private-label Kirkland unit.

In its latest stab at appliance reliance, the big-box chain is dedicating half an aisle to kitchen and laundry products, which are merchandised within compact branded displays adjacent to the CE section.

Costco further sweetens the deal with delivery, installation and haul-away services, and exclusive two-year warranties.

“Costco has a loyal membership and their commitment to offering members quality products is what we look for in our retail partners,” said GE Appliances sales VP Robert Posthauer.

GE will also make its laundry and kitchen wares available through

In other GE news, the Haier-owned manufacturer is touting its smart appliances’ Alexa connection in a pair of new TV spots that began airing last month during ABC’s “Billboard Music Awards” show.

The commercials, three in all, also introduced a new branding tagline of “Good things, for life,” designed to “bring the company’s legacy into the present in a meaningful, refreshing way,” the majap maker said.

The tagline is a variation of the vendor’s old catchphrase “We bring good things to life” under its previous corporate parent.

“We’ve been perceived as a trusted brand for decades, but we need to continue to stay relevant and top of mind with shoppers,” explained Rick Hasselbeck, chief marketing officer. “We believe people will connect with the refreshingly honest, real-life humor in the campaign, because, let’s face it, real life is funny.”