By NZHJ August 01, 2016 Industry News

Mitre 10 boosts its kitchen & laundry offering with surprise Whirlpool exclusive.

Following the change in June to Whirlpool's business model in the New Zealand market, Applico became the brand's retail distributor.

At the time of the announcement, where Whirlpool would be sold remained unclear.

Now we hear that Applico is partnering with Mitre 10 to distribute Whirlpool in the New Zealand retail market.

Applico will provide Mitre 10 with access to a full range of Whirlpool appliances across cookware, refrigeration and laundry categories.

Rachel Louie, Executive Director of The Jones Family Business, says: “Applico is committed to providing quality products and a premium customer experience. After more than five years of working with Mitre 10 through our Classique brand, we are pleased to be able to bring them Whirlpool, the world’s number one appliance brand.

“Mitre 10 has recently revamped their kitchen offer, including rolling out new kitchen showrooms nationwide, and believes the Whirlpool brand will be a great addition to their extended kitchen range.”

From September, consumers will be able to order Whirlpool appliances via Mitre 10 and a selection of the range will be available as part of "a test phase for direct purchase" at selected Auckland Mitre 10 MEGA stores, before a range is introduced into stores nationwide.

Whirlpool will be relaunched at the Auckland Home Show in September under Applico’s distributorship and in partnership with Mitre 10.

As mentioned above, Mitre 10 already offers the Classique brand (including various exclusive products, also ex Applico), along with products from DeLonghi, Daewoo and Simpson, not to mention its Nouveau own brand.

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