Premium French appliance brand De Dietrich has been re-launched into the Australian market for the first time in more than 10 years.
De Dietrich’s parent company has created a new subsidiary to sell the products directly into Australia and New Zealand for the first time without the use of a distribution or agency partner.
The multi-million dollar investment includes a new Sydney Experience Centre in Rozelle near the Sydney CBD that is currently under construction and will open in May. There are plans for additional De Dietrich Experience Centres located in Melbourne, Brisbane and Perth.
The last time the De Dietrich brand was available in the Australian market was in 2014 when the brand was distributed by Eurolinx alongside Ilve appliances at the time.
The General Manager of De Dietrich Australia and New Zealand is Andre Dowling – who has previously worked with the appliance industry through the original retail brand Kleenmaid.
Dowling told Appliance Retailer he plans to use strategic price points to position the brand as a reasonable alternative to other brands currently in the market.
“De Dietrich is positioning itself as a premium brand with a strong value proposition, aiming to compete with established high-end appliance brands like Miele, V-Zug, Neff and Siemens,” Dowling told Appliance Retailer.
“The aim is to disrupt the market by offering outstanding value and customer care, which could attract customers who are looking for premium quality without the premium price tag.
“Winning Services is handling logistics and white-glove delivery, ensuring a premium customer experience. Our white-glove delivery service and in-home cooking demonstrations will ensure that clients maximise the benefits of the appliances representing a great differentiator. We will ensure that this service is consistently high-quality to reinforce the premium brand image.”
Dowling has not confirmed retail distribution at this stage, but he expects partnerships to be announced in the near future.
“We have had quite a few productive discussions with niche appliance retailers as well as mid to high-end kitchen companies,” Dowling said.
“We will develop strong relationships with our retail partners by offering training, marketing support, and incentives to ensure that retailers are well-informed about the product features and USPs so they can effectively communicate the value to customers.
“Our focus is to partner with quality retailers that align with the brand’s premium positioning. The goal is to create a win-win relationship through rebates and driving traffic to retailers through aggressive marketing campaigns.
“We feel aggressive marketing campaigns will be crucial to drive traffic to retailers and build brand awareness. These campaigns will highlight the USPs of De Dietrich appliances in our marketing materials to differentiate from competitors. We will also be leveraging digital marketing, social media, and influencer partnerships to reach our target audience effectively.”