GE Enters Small Appliances Category

GE Appliances, a Haier company, is launching into small appliances and expanding its product offerings beyond major household goods. The program launches with 19 new products and 24 new SKUs, including coffeemakers, toasters, toaster ovens, blenders and food processors, across its GE, GE Profile and Cafe brands this month.

“GE Appliances is built on the legacy of inventing the category of countertop appliances that added convenience and innovation into the home. It’s part of our DNA, and it’s time to bring it back to be part of our business,” said Andre Zdanow, executive director of small appliances for GE Appliances. “This new microenterprise expands on our heritage, and our deep-rooted expertise in engineering.”

General Electric stopped manufacturing and selling small appliances in 1984. Haier acquired the GE appliance business in 2016. Walmart was licensed to market and offer GE small appliances several years before. For the new collection of small appliances, the company said it focused on innovation, together with an attention to detail and commitment to quality for its small appliances.

“The habits of consumers have changed dramatically over the last several months of the pandemic,” said Zdanow. “As people are making most of their meals at home, they have experienced everything from recipe experimentation to cooking fatigue. Our new lineup offers performance and convenience to help consumers elevate their own abilities and change up their routines. From nugget ice to coffee brewed at the perfect temperature, our range of new appliances from our trusted brands is a new opportunity to deliver restaurant-quality food and drink, while adding an extra touch of enjoyment to the home.”

The new small appliances will be available for purchase at geappliances.com and cafeappliances.com later this month. They are currently available for purchase at bestbuy.com and Best Buy locations across the U.S. and will continue to roll-out to retailers nationwide.