Hoover major appliances back in the retail market

By Patrick Avenell

MELBOURNE, VIC: Hoover whitegoods are back, with Andico now distributing the iconic brand on a pro forma basis through several retail groups.

Known primarily in Australia as a floorcare specialist, Hoover has also developed a pedigree for medium-to-high end laundry appliances and dishwashers. The national brand manager for Hoover at Andi-Co is George Alikakos. He said that since signing the distribution arrangement on 1 September 2010, there has been solid interest in the brand.

So far, a number of Retravision and Derney (part of the Harvey Norman network) stores, plus prestige dealers, are carrying the stock. Retailing is via the pro forma model that Andi-Co has previously used for the AEG brand. This model is experiencing increased popularity following the enormous success of the Miele brand through its Chartered Agents.

There are currently washing machines, dryers and washer/dryer combos in the market, whilst Alikakos said the dishwashers were “on the water”. Andi-Co is also investigating cooking appliances, though Alikakos said this not a finalised plan, as cooking is a very difficult category to enter.

As part of Hoover’s brand proposition, delivery and installation will be part of whole package. This system works well, especially when targeting high-end consumers who expect everything to be done for them.

There are five Hoover laundry appliances available currently. Prices range from RRP $899 for the VHD812 up to RRP $1,799 for WDYN9646P.

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