NEW YORK–Electrolux has tapped Kelly Ripa, the co-host of the “Regis and Kelly” ABC television program, to introduce the company’s line of European-styled kitchen appliances to the North American market.
According to G. Frank Downing, Electrolux North America’s director of product and design, the new line encompasses more than 130 models covering all of the major-appliance categories. Downing said the line is the result of a collaboration between Electrolux’s North American and European design groups, and that the line has begun to ship now to retailers. The line is priced in a range from $4,500 to $10,000. “We’re trying to make it accessible to the replacement market, which is 50 percent of the business,” Downing said.
As part of the launch, Electrolux has united with Ripa to support the Ovarian Cancer Research Fund, which Ripa has been connected for several years. Electrolux will help in fundraising and awareness-raising efforts by the organization.