By Patrick Avenell
Electrolux’s mid-year small appliance range is focused on ironing and floorcare, with new products pitched at the premium end of both markets.
In addition to these categories, Electrolux is continuing with its stick mixer range and adjusting the price of its Lavazza capsule coffee machine to RRP $299.
At a product showcase in Sydney yesterday, Noel Hsu, product marketing manager for floorcare, showed off the Electrolux’s new Ultrapower Plus stick vac (RRP $399). This 25.2 Volt cleaner has an advertised battery life of up to one hour off only a 4-hour charge. The battery is also interchangeable, meaning a user can keep one spare for longer tasks. If a consumer were to buy three extra batteries, they could conceivably keep vacuuming forever.
Headlights make it easier to clean in dark corners.
One step down from this in the range is the Ultrapower 24 Volt stick vac (RRP $319), which has a fixed Ni-MH battery, compared to the Plus’s Lithium-ion battery, and an advertised run time of up to 50 minutes.
For consumers looking for the convenience of a stick vac with an integrated handheld cleaner, Electrolux offers the 18 Volt Ergorapido 2in1 (RRP $299). This nifty cleaner is great for spot cleaning in one room, while the handheld cleaner snaps off from the front for sucking up debris from chairs, lounges and car seats, for example. This unit has battery life up to 30 minutes.
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In garment care, Electrolux has three models in its range, which is clearly targeted at the higher end of the market.
Product marketing manager Marine Pestel said that after going on a ‘garment care shopping safari’, she determined that the older a person is, the more money they are willing to spend on their iron. The main questions consumers are asking, she said, were “How does it feel in the hand?” and “How big is the soleplate?”.
The Electrolux range has 600-plus holes in the soleplate, making it one of the holiest on the market, and an ergonomic handle supporting a sturdy main body.
The premium model can dispense 130 grams of “turbo steam” in multiple repetitive bursts, which is excellent for removing tough wrinkles (and fun too), self-cleaning to avoid fuss and a permanent anti-scale guarantee.
Electrolux's premium iron is available in silver for RRP $129. Also available is a 120-gram steamer in red (RRP $119) and a 110-gram model for RRP $99.
In related news, Pestel confirmed to Current.com.au that Electrolux will be expanding its small appliance range into more food prep categories in early 2014.