kb-network    News 16 Jan 2018

GE Appliances is making a strategic move from a ‘branded house’ to a ‘house of brands’

The house of brands remodel enables GE Appliances’ product lines – Monogram, GE brands, Haier, and Hotpoint – to stand apart and on their own. This makes it easier for consumers, designers and builders to navigate the different product lines, and determine which best meets their needs, lifestyles, tastes and price points.

“Our commitment is to create ‘good things, for life,’” said Rick Hasselbeck, Chief Commercial Officer, GE Appliances. “From the factory floor to the corner office, everything revolves around this promise to put the owner at the centre of all that we do.”

The brands which consumers can expect to see emerge with their own identity are:

Monogram, the ultra-premium brand that promises to ‘Elevate Everything’ in the kitchen from cooking to refrigeration. It is focused on luxury and intended to appeal to designers and discerning owners who appreciate fine detailing and personalized spaces. By partnering with some of the world’s most talented creative minds, including fashion designer Zac Posen, Monogram is merging high fashion and high-end premium appliances to bring homeowners a stunning selection of artfully minded innovations.

GE brands (including GE Profile and GE Café) provides options for a wide range of owners, from tech enthusiasts to those who crave simplicity in their appliances. Backed by more than 100 years of purposeful innovations, these brands offer owners style, lasting quality and connected features that improve their everyday lives.

Haier appliances are designed for adventurers who live their lives outside of the kitchen and laundry room, but still want sleek, modern styling and unexpected features that make household chores simpler.

Hotpoint provides uncomplicated solutions for busy households where meals are usually simple and quick. With Hotpoint, homeowners don’t have to compromise quality or long-term durability to get exactly what they need at the right price point.

“From form to function, we’re cornering the market on developing products that truly are ‘good things, for life,’” Hasselbeck said. “We never forget that the owner is boss, and through close collaboration with consumers, partners and our elite class of design teams, we are listening, we are creating, and we are delivering with extraordinary offerings that reflect the styles and lifestyles of our owner segments.”

Consumers can expect to see a shift to enhanced branding efforts for GE appliances brands throughout 2018.

GE Appliances | geappliances.com