Siemens has unveiled its new studioLine platform of built-in ovens and cooktops in a futuristic exhibition stand at the EuroCucina 2022 in Milan.
The Siemens launch was located on the BSH stand alongside separate Bosch and NEFF exhibition areas with all three brands representing the largest appliance presence by a single company at the Milan event.
BSH Home Appliances managing director, Andrew Jones, said “the Siemens world exclusive of the new premium oven concept with brand new digital user interface camera and perfect browning technology” was one of the highlights at the show”.
BSH Australia general manager – retail, Robert Warner, described the specific market segmentation and ethos behind the studioLine platform and how this will translate into the sales and marketing strategy in the domestic market.
“What we have clearly identified with Siemens and studioLine is that this is a kitchen studio brand. The Siemens consumers often enjoy a fast-paced life and looks for speed, automation as well as premium design to complement their beautiful kitchen renovation or premium new home build.”
“As a built-in cooking brand, we are working with partners that have a close association with the kitchen studio industry and we are targeting consumer that clearly differentiates from a NEFF cooking customer for example. From a design perspective these products deliver with a handle that is almost invisible and one of the best features is the intuitive nature of the controls and the graphical user interface across the entire range of ovens and cooktops,” Warner said.
Jones also said that it was good to reconnect with retailers and showcase all four of the BSH brands in Milan.
“After a long hiatus, it was fantastic to see all four of our brands so wonderfully presented at Eurocucina with our Bosch, Neff and Siemens brands presented in FTK (Technology for Kitchen) and Gaggenau in an outstanding presentation at Villa Necchi Campiglio in Milan. Being able to connect face to face with our retailers in front of all our products felt brilliant, exactly what we’ve all been missing.”