Bing Lee is introducing a new premium division, Signature Appliances, with a new kitchen appliance showroom to open in Sydney’s lower north shore later in the year.

Bing Lee started this journey four years ago with the opening of the Miele showroom partnership in Drummoyne and recognises continued opportunity to grow this segment of the business.

The new Signature Appliances showroom in Willoughby will measure 850 square metres and feature a state-of-the-art demonstration kitchen and alfresco area. There will be 11 cooking brands represented including Miele, Smeg, Asko, Fisher & Paykel, Bosch, Neff and Electrolux, as well as sink and tap brands including Franke, KWC and Blanco, in addition to refrigeration, dishwasher and wine products.

“It’s a proud moment in Bing Lee’s history. I’d like to thank our Bing Lee team, and our brand partners. Like many Australians we are proud of where we come from, and what we have built over the last 65 years,” Bing Lee CEO, Lionel Lee said.

“Customers are at the heart of what we do. We look forward to welcoming, discussing and finding solutions for both old and new customers. The showrooms will be beautiful, the products leading edge, and our people forward thinking.

“We are excited to partner with the strongest brands in Australia, and greatly appreciate that so many of our core partners have chosen to trust us in this new venture.”