Arun Sudhaman 04 Oct 2012 // 11:00PM GMT
STOCKHOLM--Electrolux has launched a new super-luxury kitchen range, tapping Weber Shandwick and The Communications Store for public relations assistance.
The high-end ‘Grand Cuisine’ range promises to allow consumers to recreate Michelin-star cooking experiences at home. It includes various professional cooking products, such as a blast chiller, vacuum sealer, and bespoke ventilation systems.
The company says that the products are used by almost half of all Michelin-starred restaurant kitchens in Europe and are in increasing demand among gourmet-conscious consumers, according to its research.
Electrolux representatives confirmed that the company had enlisted Weber Shandwick and The Communications Store for PR support. Weber Shandwick already counts Electrolux as a key global client.
Electrolux is the world’s second-largest appliance maker, and is targeting more upmarket consumers as its own core European market shrinks by as much as two percent this year.
The company believes that the market for rich foodies is worth $5.3bn; the prices for its Grand Cuisine range start at $105,000, targeting 50,000 wealthy homes in London, Stockholm and Venice.