With retail partners and media.
KitchenAid hosted its key retail partners and select media at an exclusive Sydney event to kick-start its 100 year anniversary celebrations.
To mark its 100 year heritage, the KitchenAid limited edition Misty Blue stand mixer (pictured) made its debut with only 1,000 units available across Australia and New Zealand.
Addressing attendees was KitchenAid Australia and Asia Pacific general manager, Kay Oswald.
“Good evening everyone and welcome to the start of our 100 year celebrations. I would like to thank our trade partners here in Australia and around the globe that have helped us make KitchenAid the number one mixer brand in the world and in Australia, the leader in food preparation.
“We are all about baking, that’s our legacy and that’s what everyone knows us for. It’s also how the brand started in 1919. One of the key products we will be launching to commemorate our anniversary is our limited edition Misty Blue stand mixer that includes some of the features that the original mixer had 100 years ago.
KitchenAid Australia and Asia Pacific general manager, Kay Oswald
“One of the most valuable legacy items that we have as a brand is the design of our mixer which has endured throughout the decades. Interestingly, colours, which are what we are known for, were not introduced until the 1950s. Our iconic Empire Red colour did not launch until the mid-1990s.
“Thank you again for celebrating our brand with us and to the next 100 years.”
KitchenAid Australia commercial director, Richard Thom also welcomed guests and thanked the brand’s retail partners.
“I have been with KitchenAid for almost 10 years now and for me it has been a wonderful journey to see our brand grow from the humble mixer to multiple categories in food preparation.
“I am a passionate foodie at heart and what resonated with me most when I joined the company was the sheer passion of the staff, the retailers and the consumers. I feel very fortunate to be part of the KitchenAid journey and now, globally, we sell five KitchenAid stand mixers every minute. That helps us be the undisputed global leader in the stand mixer category.”
KitchenAid Australia commercial director, Richard Thom
Whirlpool Oceania general manager for marketing, Liam Bryers highlighted the merging of major domestic appliances and small domestic appliances.
“2018 is special for us because we opened the first KitchenAid experience store-in-store concept in Melbourne. We have tried to take the 100 year heritage and history of an iconic brand and bring it into the future by merging it with major domestic appliances (MDA). Now consumers who own a KitchenAid small appliance can complement it with an oven, cooktop, and refrigerator.
An ice sculpture of the iconic KitchenAid stand mixer
“We spent the last three years working on this product. We wanted to make sure that when we launched, we upheld the value that KitchenAid small domestic appliances (SDA) had built over a long period of time in Australia. The KitchenAid smalls team has been instrumental in our journey and helped us ensure that we had one unique brand experience, so thank you for your support.
“We have merged MDA and SDA to create one premium experience. We are proud to be part of the KitchenAid history and the next chapter.”
Australian food stylist Donna Hay with My Kitchen Rules 20111 winner, Sammy Jakubiak