Cuisinart builds Australian presence with website launch

By Martin Vedris

SYDNEY: Cuisinart, a leading name in electrical appliances in the USA, has been building Australian brand awareness since Sheldon & Hammond picked up the Australian distribution rights last year from Conair Australia.

Conair in the USA owns the Cuisinart brand, but Conair Australia made the decision in June last year to focus instead on its VS Sassoon and Coanair personal care products, including salon-quality hair straighteners and hair dryers, as well as Weight Watchers branded bathroom scales.

Sheldon & Hammond was appointed as exclusive agent and license holder of the Cuisinart brand in Australia and New Zealand. Sheldon & Hammond are also distributors of the Scanpan, Bodum and Avanti brands, as well as Victorinox, the Swiss Army Knife company.

Currently, Cuisinart is sold through David Jones as well as 300 other retail outlets and last week the new Australian Cuisinart website was launched, showing the company’s Australian range.

“The response to the Cuisinart brand since its launch in July has outstripped expectations, the website is designed to cater to our expanding consumer base complimenting what we believe to be the best possible after sales service in the industry,” said Cruisinart brand manager, Brett Hyde.

“Cuisinart takes customer care very seriously, so the websites logical design and interactive features have been instated to give consumers the opportunity to get more from their kitchen investment,” Hyde said.

The Cuisinart website shows the entire Australian product range with product specifications and recommended retail prices, close-up product images, downloadable recipes and instruction booklets.

The website also allows consumers to register their warranties on-line and Sheldon & Hammond advised that within the next few months, consumers will also be able to purchase Cuisinart spare parts on-line.

As the new website shows, Cuisinart currently offers appliances in the following categories: blending and food processing, kettles, coffee grinders and drip filter coffee machines, toasters, grillers and juicers.

A highlight of the line up is the Soft Serve Ice Cream Maker that is retailing in stores now for RRP $199.

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