The first Experience Store in Oceania.
At the end of 2016, after the launch of KitchenAid major appliances at EuroCucina in Milan earlier that year, Whirlpool general manager – marketing, Liam Bryers, had a conversation with the owner of Camberwell Electrics, Hans Vanderstadt.
“I came to see Hans with a vision. I wanted to open the first KitchenAid Experience Store in Oceania. Hans had the conversation and understood the concept and how we wanted to be different and create something unique in the marketplace – he trusted me and made a new Experience store,” Bryers said.
Vanderstadt said the Kitchen Experience Centre represents the showpiece of his recently-renovated store.
“We are very proud and privileged to have KitchenAid in our store. When you go to a car show you put the best display in your front window, and that’s what we have done. We are very proud and privileged. It is a tremendous working space to present the SDA and the major appliances.
“Historically at Camberwell Electrics, we had a relationship with Whirlpool, before the current distribution was put in place. With KitchenAid, we are looking for differentiation and unique product – something where there is a story to be told. KitchenAid are very much about the cooking experience – not only the major appliances as well as incorporating the small appliances into the whole story. When demonstrations take place, this display area contains working appliances and is designed to get the flour going, make the dough and bake the bread through to the refrigeration and the dishwasher stories as well.
“KitchenAid has a cult following as a small appliance brand – the mixer is a product that you desire to have in your kitchen. You often can’t afford it when you are younger and a lot of people say that one day when they are older you will have one in your kitchen. All Whirlpool has to do, is leverage this following with their range of Major Appliances.”