| Dec 4, 2013 |
Sub-Zero & Wolf prepares for largest roll out in its history
Boh staff
By Staff

Ready for the largest new product roll out in its 70-year history, Sub-Zero & Wolf is set to introduce the “New Generation” line early next year.

Expanding on Sub-Zero’s integrated refrigeration, appliances with no visible hinges or grilles (so they can seamlessly blend with cabinets and drawers), the New Generation products will include more advanced preservation features and sizes. The first phase of the roll out, which begins early next year, will introduce the M series ovens in three new design styles—transitional, contemporary and professional—as well as a new coffee system by Wolf.

Sub-Zero & Wolf’s product developers pay close attention to kitchen trends and feedback from the interior design community. “One trend we are seeing is interest in induction cooking,” said Sub-Zero & Wolf marketing director Michele Bedard. “Induction cooktops are 90-95% energy efficient and, as a result, no heat is wasted because energy is supplied directly to the cooking vessel. On the refrigeration side, integration continues to be a designer favorite as we continue to offer more sizes and widths.”

Michele Bedard and Jim Bakke

“As we are launching our New Generation of products, the most aggressive launch for my company, we are not stopping there and are working on the next wave,” said Sub-Zero & Wolf CEO and president Jim Bakke. “We listen intently to our friends from the design community and our sales channel to ensure that we innovate, delight and grow our brands by giving homeowners the best technology, beautiful design and quality that ensure our appliances last not years but decades. Our engineers have been tirelessly working on these new products and now is the time to share them with consumers.”

With new products comes new marketing and sales strategies, and part of the New Generation platform will be a living kitchen installed within key retail showrooms.  

“This allows us to present consumers with our full offering under one roof, where product groupings can inspire and help make decisions,” said Bedard. “These living kitchens show the many possibilities of integrating our appliances into different kitchen styles from contemporary to traditional and professional.”

The New Generation advertising campaign will feature fresh fruit and vegetables, but not the appliances.

“Our ad campaign focuses on the benefits of our products,” explained Bedard. “Sub-Zero is all about preserving freshness, and that's what we feature in our ads—fresh food which is a direct benefit of our dual refrigeration system. Wolf promises consistently delicious results, so our print ads reflect just that; Wolf gives owners the confidence to create amazing meals and dishes easily. We chose to have the food stand out as the hero. Our products are what help it shine.”

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