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Press Release

GE Invests in its Monogram® Appliance Brand as Luxury Spending Rises

June 20, 2014

  • Investment in new products, recently opened design center and a focus on key influencer audiences position Monogram® for growth in 2014

LOUISVILLE, Ky. --- June 20, 2014 --- The number of core luxury consumers in the United States is expected to grow to 10.8 million by 20201. As demand from affluent consumers grows, GE (NYSE: GE) has invested more than $50 million in its Monogram® line of premium appliances---both in services and new products---to meet the needs of today's luxury buyers.

"Our breadth of offerings has never been better---from new products, to enhanced services, to more ways for customers and consumers to experience the luxury of Monogram," said Monogram General Manager Michael Mahan. "Our focus on key initiatives amid current and anticipated affluent consumer trends has positioned Monogram for further growth in 2014."

New products marry craftsmanship and technology
The luxury consumer seeks the latest appliance technology and craftsmanship---and Monogram delivers. With a focus on design details, more than half of the Monogram product line will be new in 2014, with introductions that include:

  • The industry's first French door wall oven with remote-enabled connected technology. The Monogram French door wall oven (ZET1FHSS) has an MSRP of $4,699* and will be available February 2015.
  • An updated refrigeration lineup, including a new, French door built-in refrigerator that utilizes unique, premium materials such as tempered glass, fabricated steel and anodized aluminum to emphasize authentic luxury within each hand-built unit. The Monogram French door built-in refrigerator (model ZIPP360NHSS) has an MSRP of $9,699* and is available at select retailers, with full availability in November of 2014.
  • New dishwashers with 54 percent more cleaning jets than any other luxury dishwasher, our quietest models ever at 39 dBA and a custom audio soundtrack that can be heard when turning the dishwasher on or off and receiving notifications. The GE Monogram dishwasher (model ZDT870SSF) has an MSRP of $1,799* and is available now.

Heightened designer focus

In addition to new products, new Monogram programs and services are being offered for designers and architects.

  • Modeled after the highly trafficked Monogram Design Center (MDC) in New York, GE opened its second MDC in Chicago's famed Merchandise Mart in May 2013. More than 50 Monogram appliances are installed in the center, showcasing a spectrum of décor styles from contemporary to traditional, giving Midwest interior designers, architects and consumers luxury kitchen inspiration in an easy-to-reach location.
  • To further educate designers and architects, GE Monogram is now offering continuing education programs, such as What's HOT in Cooking: Current Cooking Technologies & Venting Options and Keeping it COOL: The What, Why and How of Modern Refrigeration, drawing on the company's vast industry knowledge and trends in technology and design. Participants can earn credit for the National Kitchen & Bath Association (NKBA), the American Institute of Architects (AIA) and Interior Design Continuing Education Council (IDCEC).
  • To generate excitement for the brand and great design, GE has launched its Monogram $150,000 Dream Kitchen Design Contest that recognizes designs using GE Monogram appliances.
  • Monogram is also introducing a design blog, geared toward designers and high-end consumers. Entitled Save Room for Design, it will feature posts such as How to Find a Designer and Demolition Day that follow the progression of different kitchen design projects, from conception to completion, from the perspectives of the designers and homeowners.
  • A team of designers recently helped GE create new digital design documents for all GE Monogram appliances, providing the installation details professionals need when developing customized kitchen designs. The specifications include every detail from door swings and reveals to countertop dimensions and panel dimensions.

GE Appliances
GE Appliances is at the forefront of building innovative, energy-efficient appliances that improve people's lives. GE Appliances' products include refrigerators, freezers, cooking products, dishwashers, washers, dryers, air conditioners, water filtration systems and water heaters. General Electric (NYSE: GE) works on things that matter to build a world that works better. For more information on GE Appliances, visit www.ge.com/appliances.

1 Based on a survey of 10,000 core luxury consumers, whose yearly spend on luxury items was at least $4,000 and averaged at $40,500 http://www.luxurydaily.com/number-of-luxury-consumers-to-reach-440-million-by-2020-report/
*Retailers set their own prices

Kim Freeman
GE Consumer & Industrial - Americas
[email protected]
502-452-7819


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