We get this question all the time….customer will walking into the showroom, see the Electrolux Icon display and start talking about Mrs. Ripa. No, no, no folks, the Electrolux line that Kelly has so famously touted is right here…quick turn to the right.
Electrolux hasn’t done a bang-up job in distinguishing the two lines, and I’m thinking that’s because they feel the Ripa-effect will trickle over to Icon, which hasn’t been the best case study in how to market premium appliances.
Basically, Electrolux Icon is broken into two lines: Professional and Designer.
Professional – touts the thick, masculine, industrial look that has been rampant in the high-end appliance space for years now.
Designer – softer approach, handles are
curved, more of a European styling.
Honestly, I can’t remember the last time I sold something from the Designer line. And I’ve heard that Electrolux might do away with it an
d re-focus Icon on just the Professional line.
So, getting back to Icon vs. “Electrolux Ripa” …
Icon is supposed to be comepting against GE Monogram, Thermador and the likes. They call the category “mass premium”. It is focused on cooking products with a few refrigeration SKU’s. “Electrolux Ripa” is far more comprehensive as it includes laundry (see below post) and has far more sku’s and also offers IQ-Touch controls.
The biggest seller that we see from Icon is the wall ovens – the double E30EW85GPS and the E30EW75GPS single oven. These are convection, boast sliding racks and that non-essential but oh-so-cool cobalt interior, al la the Wolf oven. Another brisk selling sku is the 36″ induction cooktop, the E36IC75FSS. At $2499 try finding a 36″ induction cooktop in this price range folks!