The built-in Grundig appliance brand was previewed at kbbBirmingham

Grundig, which may be familiar to many as an AV brand, is now being applied to major domestic appliances launched by Beko’s owner the Arcelic group. This mid-to-premium-priced, built-in collection will only be available through the 50-strong network of Nolte kitchen showrooms in the UK. We talk to Senior marketing manager of Beko, Matthew Jones who is heading up the Grundig launch.

Q: Why did you decide to launch built-in Gundig appliances exclusively through Nolte?

A: We are partnering with Nolte[ in the UK] to launch the built-in appliances exclusively with them, to give [their] studios the opportunity of developing not just the sales of kitchens but the sales of appliances. We wanted to find a partner who had a similar ethos to us. It’s a really good start for the Grundig brand and gives a good foundation to build on for the future.

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Q: What does the appliance range include?

A: We are launching 24 appliances and they range from built-in ovens, through to hobs, compact ovens, coffee machine, warming drawer, dishwashers and also built-in fridge freezers as well. So it’s a full range of appliances that Nolte studios can really get behind.

Q: Where is the Grundig brand positioned?

A: It’s positioned at the mid to premium price point. They have got the features, the look and the quality, to appeal to consumers who are looking for a premium kitchen experience. We are backing it all up with a five-year parts and labour warranty on all the appliances.

Q: Will Gundig stay just within the Nolte dealership?

A: Only time will tell. Never say never. We will be launching with Nolte as a partner and see where it takes us from there.

The full interview appears in the April issue of Kitchens & Bathrooms News.