Building On Head Of Steam At Best Buy, Sharp Looks To Conquer The Kitchen - Twice

Sharp Entering New Kitchen Categories

Expansion follows steam oven placement at Best Buy
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Sharp’s Peter Weedfald, left, and Fred Ehmke demo the company’s Superheated Steam Countertop Oven before hundreds of Blue Shirts at a recent Best Buy leadership summit.

Sharp’s Peter Weedfald, left, and Fred Ehmke demo the company’s Superheated Steam Countertop Oven before hundreds of Blue Shirts at a recent Best Buy leadership summit.

Sharp Home Appliances is sweetening the kitchen suite pot.

Long a bastion of countertop and built-in combi-ovens and drawers, the company is building out its kitchen line card to eventually provide a complete cooking, refrigeration and cleanup portfolio.

The expansion is just now kicking off with a Sharp wall oven, which will be followed next month by an induction cooktop.

Further out on the horizon are refrigerators and dishwashers. “They’re on our future-product road map,” Jim Sanduski, president of Sharp Home Electronics Company of America (SHCA), told TWICE.

All of the new kitchen appliances will feature Sharp’s “signature look and feel,” explained Peter Weedfald, sales and marketing senior VP at Sharp Home Appliances and Sharp Electronics Marketing Company of America (SEMCA), and will target the mass-premium majap segment.

“Our cooking heritage has given us the right to step into the built-in space,” he said.

“Dealers are very excited,” noted Sanduski, and sentiment should be further sharpened at CES 2019, where Sharp and all its divisions will return “in a very big way” to the Central Hall following a multi-year absence, he said.

Adding further momentum to the launch was the Sept. 30 rollout of Sharp’s new Superheated Steam Countertop Oven at 500 Best Buy stores and online at BestBuy.com.

See: Sharp Shrinks Its Built-In SuperSteam Oven Down To Countertop Size

The product cooks food ultra fast by employing both radiant heat and super-heated steam that can reach upwards of 485 degrees F, well more than twice the temperature of conventional steam (212 degrees F), Weedfald explained. Combined with its larger 13.8 by 4.6 by 14.1-inch cavity, it simultaneously addresses consumers’ time constraints, the sheet-pan cooking craze, and Sharp’s commitment to “Simply Better Living,” he said.

The oven carries an MSRP of $449 and can retail at $399 MAP.

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