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GE Leads In Major Appliances Floor Presence: IFR

GE may be trying to shed its major appliance division, but the brand remains a leading white-goods presence on dealer floors.

According to IFR Group, a market research firm based here, GE was either the first- or second-most displayed majap brand between January and May in four core product categories.

In refrigeration, GE lead with 17 percent of all display models at retail, followed by Sears’ private-label Kenmore brand (16 percent); Whirlpool and Frigidaire (tied at 14 percent); and LG (10 percent).

Whirlpool led in washers with 20 percent of display models, followed by GE at 18 percent, Kenmore at 16 percent, and LG and Maytag tied at 13 percent.

Kenmore dominated the dishwasher category with 19 percent of floor models, followed by GE at 17 percent, Frigidaire at 13 percent, Whirlpool at 12 percent and Maytag at 11 percent.

GE was also tops in range display share with 24 percent of floor space, followed by Kenmore (20 percent), Frigidaire (16 percent), Maytag (10 percent) and Whirlpool (8 percent).

Whirlpool, which owns Maytag, is the leading major OEM of Kenmore appliances, although Sears has recently been expanding its OEM pool. Sears remains the No. 1 white goods retailer in the United States by a significant margin.

Besides revealing GE’s dominant floor position, the results also show a substantial presence by LG, which cracked the Top 5 in refrigerators and washers after only seven years in the U.S. market.

IFR Group’s “shelf share” analyses reflect the presence of goods and brands in the market and are designed to capture changes, trend shifts and any abnormalities in the marketplace.

IRF auditors visit more than 30 retail outlets monthly in nine key markets across the United States, monitoring pricing, promotions and placement details on model level for CE, IT and majaps.

Distribution channels include mass-merchant specialty chains and discounters (i.e. Wal-Mart, Target, Best Buy and Circuit City); department stores (i.e. Sears); home improvement chains (i.e. Lowe’s and Home Depot), wholesale clubs (i.e. Costco, Sam’s Club and BJ’s); regional and independent retailers (i.e. P.C. Richard & Son and Sixth Avenue Electronics); and wireless carrier stores (i.e. T-Mobile, Sprint and Verizon).

For more information contact IFR at (905) 374-4596 or visit