GE Appliances (GEA), a Haier company, has announced a new business launch into small appliances that will expand its product offerings beyond major household goods. The new microenterprise launches with 19 new products and 24 new SKUs, including coffee makers, toasters, toaster ovens, blenders and food processors, across its GE®, GE Profile™ and CAFÉ™ brands this month.
The new kitchen products build on more than a century of innovation and industry-firsts for the company, starting with the first full line of countertop cooking appliances in 1904 and the first electric toaster in 1905.
“GE Appliances is built on the legacy of inventing the category of countertop appliances that added convenience and innovation into the home. It’s part of our DNA, and it’s time to bring it back to be part of our business,” said Andre Zdanow, executive director of small appliances for GE Appliances. “This new microenterprise expands on our heritage, and our deep-rooted expertise in engineering.”
General Electric stopped manufacturing and selling small appliances in 1984. Now, teams selected from the 900 engineers based at the GEA headquarters in Louisville, Ky. designed the new collection of small appliances. They are building on the success of GEA FirstBuild, its global co-creation community that hatched best-selling products like the Opal Nugget Ice Maker. Innovation, together with the attention to detail and commitment to superior quality found in the GEA major appliances, is certain to set a new standard for small appliances.
“The habits of consumers have changed dramatically over the last several months of the pandemic,” said Zdanow. “As people are making most of their meals at home, they have experienced everything from recipe experimentation to cooking fatigue. Our new line-up offers performance and convenience to help consumers elevate their own abilities and change up their routines. From nugget ice to coffee brewed at the perfect temperature, our range of new appliances from our trusted brands is a new opportunity to deliver restaurant-quality food and drink, while adding an extra touch of enjoyment to the home.”
The launch of this new area of business for GEA demonstrates the commitment to growth for the appliance company. Since 2018, GE Appliances has invested more than $660 million in new products, U.S. manufacturing and its expanded smart distribution network, creating more than 1,500 new jobs.
The new small appliances will be available for purchase at geappliances.com and cafeappliances.com later this month. They are currently available for purchase at bestbuy.com and Best Buy locations across the U.S. and will continue to roll-out to retailers nationwide.