Toshiba appoints Australian distributor for home appliances

Aggressive product strategy in the pipeline.

Ayonz will take on the distribution of Toshiba Home Appliances in Australia, effective January 2020. The home appliance range will consist of refrigeration, laundry, dishwashers and microwaves.

In 2018, Ayonz was appointed distributor of Toshiba audio in Australia.

In a statement supplied to Appliance Retailer, Ayonz said: “We are humbled and honoured by this opportunity and we are extremely committed and excited to be part of the Toshiba journey. We believe the strength of Toshiba’s Japanese quality and technology will bring a new dynamic to Australia where quality and well-featured products will change the consumer experience in the home appliance category.”

The Toshiba stand at IFA, Berlin this year

Midea acquired 80% of the Toshiba home appliance business in 2016 and is licensed to use the Toshiba brand worldwide until 2056. However, Toshiba continues to play a major role in research & development and new technology for new product.

Last year, Toshiba Home Appliances unveiled a brand refresh as part of a global expansion strategy. While Toshiba appliances are market-leading in Japan, the company’s appliances have come and gone from the Australian market over the last few decades with a ‘toe-in-water’ approach, offering a limited range of refrigerators, washing machines, vacuum cleaners and a rice cooker.

The latest distribution deal with Ayonz aims to put Toshiba appliances back on the map in Australia with a more aggressive product strategy.

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