Premium Italian appliance brand STEEL Cucine has launched an all-new Australian website as part of a broader brand relaunch under new distributor Worldwide Appliances.
Going live on July 1 at www.steelcucine.com.au, the refreshed site is designed to reflect Steel’s international branding while offering an improved digital experience tailored to local users.
Designed with both end-users and retail partners in mind, the new site introduces improved navigation with a modern interface, an enhanced product configurator, and a guided “Pro-Forma” e-commerce framework.
The platform allows users to explore Steel’s range of cookers, ovens, BBQs, and accessories — customising colourways, cooking types, and finishes in real time — and enables brand partners to follow a step-by-step product selection and enquiry journey.
“This site delivers a sales-focused digital solution for our retail partners with a clearer product selection process and transaction journey,” said Marco Perchante, Head of Luxury Brands at Worldwide Appliances.
“It’s a major step forward for both the brand and our retailers.”
The website launch follows Worldwide Appliances’ appointment as STEEL’s Australian distributor earlier this year, taking over from Victorian-based Arisit. The move marked what CEO Michael Doyle described as a “reset moment” for the Italian brand in the local market.
“We see value in the opportunity to offer a depth of range and products with very high specifications direct from the manufacturer,” Doyle said at that time.
“Consumers who purchase Steel products are deliberately making a statement by investing in special products that have a deep heritage from four generations of the same family working in the business.”
STEEL Cucine’s current Australian range includes products such as the Genesi and Ascot cookers, which feature TFT displays with preset recipes and cooking functions, and the Enfasi Mistral — a freestanding cooker with built-in downdraft ventilation first introduced at EuroCucina 2024 in Milan.
STEEL appliances are showcased at Worldwide Appliances’ Leichhardt headquarters in Sydney and its Hawthorn showroom in Melbourne, with distribution limited to select premium and luxury appliance specialists.