This week in Manhattan a special gathering of women helped celebrate the launch of CAFÉ, a Matte Collection, a newly designed brand from GE Appliances personalized by individuals.
Ladies invited to the exclusive event enjoyed a soiree where they experienced the collection. They sipped cocktails and enjoyed a special meal while experiencing the beauty of spaces. Guests enjoyed seeing the customizable, first of its kind, Matte Collection with designers Gretchen Black and Natalie Officer.
The Girls Night In had guests enjoying the curated collection, as well as being gifted handcrafted jewels by Elva Fields. Each woman also got to design floral arrangements and shake cocktails reflective of each designed space.
E Appliances (GEA), a Haier company has now launched its new Café brand with The Matte Collection, the brand’s first line of customizable, modern kitchen appliances. Disrupting the industry’s sea of stainless with brushed bronze, brushed stainless, brushed copper and brushed black hardware and luxury matte finishes, Café’s Matte Collection offers a line of appliances for the stylish consumer shopping within a mass premium price range.
GEA made a bold and strategic move from a largely single GE brand focus to a unique house of brands umbrella, which gave Monogram®, GE CaféTM, GE®, GE ProfileTM, Haier and Hotpoint their own identities among the owner segments they were crafted to serve. This house of brands model enables GEA to quickly pivot and seize new opportunities to create value for diverse groups of consumers by designing product lines that meet their needs, interests, lifestyles and budgets. The launch of Café, which replaces GE CaféTM, is reflective of GEA becoming more responsive to the unique consumer the brand serves. Knowing and serving owners better than any other appliance company is a part of GEA’s goal to become the leading major appliance business in the U.S.
“After significant research to understand consumers’ needs and wants, we uncovered a white space in the current appliance market for Café to offer the style-driven consumer options to personalize a kitchen—down to the finer details that matter,” said Rick Hasselbeck, chief commercial officer, GE Appliances. “Before today, consumers did not have the chance to personalize their appliances and bring them into the overall design of the kitchen at an affordable price. Café marries luxury with affordability and encourages consumers to be bold in their choices, as the hardware can continually be updated to fit the latest trends and style preferences.”
Reflecting the ever-evolving design and style trends in cabinet hardware and mixed metals, Café offers consumers the opportunity to mix and match handles and knobs to keep appliances as stylish as the rest of the home.
Beginning with The Matte Collection, Café appliances will be available for order through mass retail and independent appliance stores in August 2018. Three U.S. GEA manufacturing plants, two in Kentucky and one in Lafayette, Georgia, will make Café cooking products, dishwashers and refrigerators. The collection will have a full suite of appliances, including: Wall ovens, ranges, cooktops, French door refrigerators, dishwashers and vent hoods. For more information, visit www.CafeAppliances.com.