SMEG Launches Small Electrics Line

Italian appliance maker SMEG is entering the small electrics segment with an initial product line that includes toasters, a stand mixer, blender and kettle that are positioned for upscale retailers.

Making their official U.S. debut Thursday at an event in New York City, company officials said the new countertop products are designed to complement SMEG’s line of retro designed major appliances.

Marzio Buttarelli, export area manager for SMEG, said the company is targeting the new line at high-end retailers such as Sur La Table, Williams-Sonoma and independent outlets.

Currently, a two-slice toaster, four-slice toaster and stand mixer all in black and silver are being sold on West Elm’s website. The two-slice toaster is priced at $139.95, four-slice toaster for $189.95 and stand mixer for $449.95. All small electrics are manufactured in China.

The SMEG small electrics on the West Elm website are merchandised with the appliance maker’s refrigerators and oven.