Despite the fact that the high-end Italian appliance brand has been in South Africa for some time and has multiple showrooms, this is the first time its products are available in a dedicated store.
According to Margaret Hirsch, executive director of the Hirsch's Homestore Group, "having a store dedicated to selling one brand is nothing new." She said the chain had been operating many Samsung Concept stores in South Africa successfully since 2011 and was now aiming to emulate that success with SMEG.
The SMEG store will be open seven days a week and will sell a wide range of products, including an R1.3 million Dolce & Gabbana retro fridge. The toaster that comes with it is only R12,300.
It also sells its popular FAB series of fridges and small appliances in a variety of colors, freestanding cookers, and a small laundry range, in addition to the Dolce & Gabbana collection. The store, on the other hand, will be more than a showroom, according to Hirsch.
"We want to make shopping entertaining and interesting for our consumers, therefore we'll conduct cooking demonstrations in the store on a regular basis. We're excited to welcome the community to the store with a cup of coffee produced in a fantastic SMEG coffee machine "she stated
Smeg's designs are so powerful that they don't just connect to a brand, but a lifestyle. Also, with higher price points than your average home appliance, Smeg is for those who value flair. Aiming to suit a variety of tastes, these fridges come in an extensive array of colors to match any kitchen layout.
Italian company SMEG, which stands for Smalterie Metallurgiche Emiliane Guastalla, makes other kinds of refrigerators and kitchen appliances, too.
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