Smeg unveils haute couture merchandising

For Sicily is my Love smalls.

Smeg has launched its haute couture merchandising for its newest premium small appliance collection – Sicily is my Love – in collaboration with Dolce & Gabbana, in a first for Australian appliance retailing.

The collection consists of a kettle, toaster, citrus juicer and blender that have are all made in Italy and hand decorated with Dolce & Gabbana Sicilian artwork.

The in-store displays can be seen in selected David Jones, Harvey Norman and Peter’s of Kensington stores. They comprise large freestanding plinths, decorated in Dolce & Gabbana’s Sicilian motifs, vibrant in colour and flamboyantly detailed, and are accompanied by complementary flooring. Each plinth displays a single appliance – the jewel in the crown of the innovative in-store displays.

In addition to the home appliance department, the displays are also showcased in two David Jones flagship stores’ ground floor cosmetics departments.

Smeg national manager for small domestic appliances, Arthur Banbas said the response is unprecedented. “The response from retailers and consumers has been amazing. I have never seen so much excitement and such an immediate response. Retailers are telling us that the Sicily is my Love in-store displays have increased foot traffic and created a level of consumer interest and demand that is very rarely seen.”

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