Premium price points for De’Longhi’s new Icona smalls range

By Patrick Avenell

SYDNEY, NSW: Italian heritage and styling are at the heart of De’Longhi’s new Icona range of premium small domestic appliances, according to category manager Filiz Bensan.

Intended as a throwback to the style and glamour that reinvigorated Italy during its 1950s reconstruction period, the Icona range of toasters and kettles is designed to lure consumers to higher price points with its combination of functionality, appearance and the well-regarded De’Longhi name.

“The Icona range brings DeLonghi’s unique design and will engage consumers with its touch of Italian heritage and styling,” Bensan said.

“Unlike some other products within the category, it does have a strong point of differentiation and will appeal to those consumers who seek a unique design which enhances the kitchen environment.”

There are two toasters in the Icona range: a 2-slice and a 4-slice; and a 1.7-litre kettle. There are four colours available across these products: Azure Blue, Pearl White, Onyx Black and Ruby Red.

Bensan said the international demand for range has thus far been strong.

“The Icona range was launched recently overseas and early indications have shown that the product has been very well accepted by consumers. 

“It certainly reinforces DeLonghi’s premium market positioning and confirms a willingness for consumers to embrace Italian design and flair. 

“It has exceeded our expectations and we anticipate that the range will do very well in store here.”

Shared features of the 2- and 4-slice toasters include a high gloss finish with chrome detailing, electronic controls, neon indicator lights, progressive browning control and a removable tray. The 2-slice toaster is 900 watts and is RRP $129. The 4-slice toast is 2,000 watts and is RRP $169.

The Icona kettle features water level indicators, a 360-degree swivel base, a flat stainless steel concealed element, 3-level safety protection and non-slip feet. This product is RRP $129.

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