- In September, GE will double the number of appliances offered in its popular Slate finish
- Slate's low-gloss, warm gray finish offers an inviting alternative to stainless steel and complements popular kitchen decor
- Introduced in September of 2012, sales from the successful Slate launch are double original estimates
LOUISVILLE, Ky. — Aug. 21, 2013 — (NYSE: GE) — Interior designers are singing the praises of gray. Color schemes in this chic, sophisticated shade are increasingly popular in kitchens and bathrooms.1 Slate appliances, GE's newest premium finish, have quickly proven their popularity among designers and consumers who welcome its contemporary, complementary qualities.
In fact, more than two-thirds (78 percent) of respondents in a recent survey said they were somewhat or very likely to purchase Slate when replacing all kitchen appliances.2 This appeal has led to the expansion of Slate's availability, doubling it with more models and configurations.*
“While stainless steel is still very popular, many consumers would like an alternative,” said Brian McWaters, brand general manager for GE Appliances. “Slate offers so much versatility. It will fit into more homes, work with existing appliances and complement the high-end finishes many people already have in their kitchens.”
In May, 97 percent of current Slate owners who bought a complete suite said that they are very or extremely satisfied with how the products look in their kitchen.3
GE launched the Slate finish in September 2012 after conducting extensive research with consumers and industry experts, finding that consumers want appliances that complement their investments in tile, wood cabinetry and bamboo flooring. Slate harmonizes with these elements without overpowering them, complementing adjacent living spaces in open floorplans.
Slate is more than a color: It is the combination of several materials and finishes. The main surface finish is a warm, low-gloss metallic. Its matte quality makes it resistant to fingerprints, a frequent consumer complaint about stainless steel appliances. Brushed stainless steel handles and knobs add contrast and provide robust touchpoints on the products.
“The popularity of Slate among consumers has exceeded our expectations,” said McWaters. “Beating our sales forecast proves there is a strong demand for this premium finish. We look forward to expanding the line in September.”
Consumers can outfit their kitchen with a complete Slate suite, or they can purchase a single appliance that will complement their existing appliances in stainless steel and other finishes. The complete expanded line of Slate appliances will be available by October 2013. MSRP varies by model and configuration, ranging from $599-$2,699.**
GE Appliances is at the forefront of building innovative, energy-efficient appliances that improve people’s lives. GE Appliances’ products include refrigerators, freezers, cooking products, dishwashers, washers, dryers, air conditioners, water filtration systems and water heaters. General Electric (NYSE: GE) works on things that matter to build a world that works better. For more information on GE Appliances, visit www.ge.com/appliances.
1 National Kitchen & Bath Association press release Feb. 14, 2013
2 The Stevenson Company, February 2012
3 The Stevenson Company, May 2013
*The expanded lineup of Slate includes gas ranges (JGB850EEFES, JGB750EEFES, JGB690EEFES, JGB650EEFES) and electric ranges (JB850EFES, JB750EFES, JB690EFES, JB650EFES), over-the-range microwaves (JVM7195EFES, JVM6175EFES), side-by-side refrigerators (GSE26HMEES), top-freezer refrigerators (GTM18GBEES), a 33-inch French door refrigerator (GNE22GMEES), as well as new offerings in front and top control dishwashers (GDT580SMFES, GDF540HMFES)
** Manufacturers determine retail price