kb-network    News 13 Apr 2016

KitchenAid decide to include all major appliances in their ‘direct to retailer’ range

A new bespoke stainless steel worktop, with integrated appliances all made to order by KitchenAid, has clearly been instrumental in the brand arranging to supply specialist kitchen showrooms on a direct basis.

Made to measure, order buy order the stainless steel worktop is clearly not a product that can be stocked in advance and supplied by a distributor – hence the direct delivery. The direct to retailer range will also include all of KitchenAid’s major appliances.

The KitchenAid worktop, launched at this year’s Eurocucina, can be fitted to order with the full range of KitchenAid cooktop appliances, including downdraft extractors, and a new series of deep induction trays. Inspired by the professional units adopted in the kitchens of top restaurants, is an innovative cooking system offering 5 different functions – steaming, boiling, cooking at low temperatures, roasting, and frying.

David Cairns, channel director for kitchen markets confirmed that around 50 showrooms so far had already committed to the new KitchenAid supply system. The Whirlpool Group already carries out 800,00 deliveries per year in the UK, so Mr Cairns is confident that the logistics of delivering KitchenAid major appliances and the new worktop throughout the UK will not pose a problem.

Stainless steel worktops have long enjoyed a cult status in the UK, restricted to a small number of high-end specialist retailers, and featuring only a limited range of integrated sinks and hobs. The arrival on the market of a major brand in this sector offering a full range of integrated appliances looks certain to grow this part of the worktop market.