DeLonghi Launches Braun Kitchen Electrics

DeLonghi Group is relaunching the Braun brand into the kitchen electrics segment with an appliance assortment that includes a hand blender, countertop blender and drip coffeemaker.

“For decades, Braun has been a recognized standard for design, quality and innovation across the globe, and we have spent years preparing to reintroduce Braun kitchen appliances back in North America,” said Mike Prager, DeLonghi Group North America’s president and CEO. “After listening to a range of consumers— from the kitchen pro to the everyday home cook— we focused the new line of Braun specifically designed for their needs since Braun was last on the market in 2008.”

The new line, now available, includes the Multiquick hand blender in several configurations, the PureMix countertop blender and BrewSense drip coffeemaker.

All Braun kitchen appliances are available online now and in U.S. retailers Bed Bath & Beyond, Bloomingdale’s, Best Buy and Amazon as well as Canadian retailers such as Hudson’s Bay, Home Outfitters, Linen Chest, Centre du Rasoir and London Drugs.

Braun’s North American consumer marketing efforts beginning in June will include branded video content, print and digital advertising, as well as in-store merchandising and experiential activations. The campaign will show how the Braun kitchen appliances can be used in meal preparation at home, the company noted.

“Braun is known for an intuitive and reliable product design that lasts for ages— so our marketing campaign will focus on key consumer life stages, from first home purchase and weddings, to growing families and home remodeling,” said Maria Colon, director of marketing, DeLonghi Group North America.

For more on the Braun kitchen electrics launch, see the upcoming June 6, 2016, issue of HOMEWORLD BUSINESS®.