By Martin Vedris

MERMAID WATERS: Clive Anthonys recently held a German themed launch attended by Queensland developers, architects and designers in its flagship Mermaid Waters store in Queensland, for the introduction of the premium Siemens European appliance range into the group.

The guests enjoyed German singing, food and drinks to complement the in-store displays at the launch on October 2.

“The Siemens product range has a lot of wow factor,” said Clive Anthonys general manager retail, Bruce Coulson.

“We are excited at introducing Europe’s number one brand on of our shop floors. With three stores on the Gold Coast, including Tweed Heads, Mermaid Waters and Labrador, the rollout of the brand into the remaining stores will be showcased in impressive and custom made displays,” said Coulson who also indicated that the group, which was established in 1996, would also be looking at further expansion into the NSW market.

“Castle Hill is our first NSW store but we will be looking at more NSW locations next year.”

The introduction of Siemens into the Clive Anthonys group, and the displays are an important part of the market positioning.

“The target is to position the Siemens brand and its products as a leading player in the Australian home appliance market” said Siemens brand account manager, Paul Burns.

The Siemens range currently includes built-in ovens, gas, ceramic and induction cooktops, rangehoods, dishwashers, a built-in coffee machine and a side-by-side refrigerator.

“As the number one brand in Europe and Germany, Siemens appliances are renowned for their cutting-edge design, operating simplicity and superior quality. The release of the liftMatic – the world’s first oven with a built-in lift – is a perfect example of the innovation behind the brand,” Burns said.

Christian Ludwig, the marketing manager for BSH Home Appliances, the Siemens distributor, said that the strengths of the Siemens brand have traditionally been technology and design.

“It has been at the forefront of pioneering appliances for the home since 1906 when it produced its first vacuum cleaner. Since then, it has always and remains to attract the mind of those who appreciate the top of innovative technology and design.”

The Siemens displays in remainder of the Clive Anthonys store are expected to be completed by 2008.

“So far, the feedback received has been excellent. The kitchen displays capture and highlight the innovation and aesthetic appeal of the appliances,” said Coulson.