GE Appliances has a new SDA collection


GE Appliances (GEA), a Haier company, comes back to the small appliances business.
The company started with the first full line of countertop cooking appliances in 1904 and the first electric toaster in 1905, but in 1984 it decided to stop manufacturing and selling small appliances in 1984. However, this year GE Appliances announced a new business launch into this segment, that will expand its product offerings beyond major household goods. The new microenterprise launched 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 last month.

To prepare this new collection, the company relied on teams selected from the 900 engineers based at the GEA headquarters in Louisville, Ky. They are building on the success of GEA FirstBuild, its global co-creation community
«GE Appliances is built on the legacy of inventing the category of countertop appliances that added convenience and innovation into the home – said Andre Zdanow, executive director of small appliances for GE Appliances. It’s part of our DNA, and it’s time to bring it back to be part of our business. This new microenterprise expands on our heritage, and our deep-rooted expertise in engineering.» The habits of consumers have changed dramatically over the last several months of the pandemic. 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.»