Philips to farewell Philishave

By James Wells

SYDNEY: Philips domestic appliances, distributed in Australia by Breville’s parent company Housewares International, will officially farewell the 67 year-old Philishave sub-brand this week after sales of 400 million units.

In response to consumer research, the company’s flagship range of men’s shavers will be replaced with the company’s own Philips brand. The remaining Philishave products are expected to be sold out by the end of the year.

Philips estimates that over 400 million Philishave electric razors have been purchased

According to Philips business manager – shavers, Nico Engelsman, recent research conducted by the company has shown that consumers predominantly think of and recognise Philips, as opposed to Philishave, when they are buying a new shaver.

The consumer tests also indicate that the Philips brand received more positive feedback than Philishave.

“By changing the name to ‘Philips’, we want to enable our consumers to identify our shavers with the highly respected
Philips brand. It also ties in with our ‘One Philips’ brand strategy of developing Philips as a clearly defined, highly recognisable brand with a single worldwide presence.

“We believe that the appearance of the Philips name on our shaving products, supported by an extensive global brand campaign, will help us establish an even stronger positioning in a category that’s been one of our greatest successes,” said Englesman.

To commemorate 67 years of service by the Philishave brand, Philips will hold a champagne breakfast at The Establishment Hotel in Sydney on Wednesday morning.

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