Bush Australia is now the official distributor of Italian whitegoods brand Indesit, which is owned globally by Whirlpool and was previously distributed in Australia by Arisit.
Arisit markets and distributes a large portfolio of appliances including Ariston, (Harvey Norman’s house brand which is also made by Indesit), Scholtès, Sirius, Alfresco, Capital, Midea and Steel.
Related: Whirlpool’s $1bn purchase of Indesit to have “bullish” longterm effect in Australia
On the other hand, Indesit will be Bush Australia’s first and only appliance brand, joining a product portfolio of Bush digital radios, set top boxes and personal video recorders.
“With television being, let’s say not the most attractive category in our industry, and with set top box and PVR being rapidly declining categories we needed to reinvent the business and find the business a more exciting purpose,” said Bush Australia’s sales director Brian Rodgers.
That exciting opportunity turned out to be in major appliances. Rodgers approached Indesit about a year ago and a deal was finalised at the end of 2014. Now, the first stock is starting to arrive.
“I think it’s very exciting because we’ve got such an established and credible brand behind us,” said Rodgers. “While our first products to market will focus on laundry and dishwashing, cooking range and expanded laundry offering will soon follow later in the year.”
But he acknowledges that entering the crowded Australian major appliance market is not without its challenges.
“Major retailers aren’t looking for a new brand at this point, we are very aware of that… they have big commitments and long-term commitments with their suppliers at the moment.”
Therefore Bush Australia is targeting independent and specialist retailers, as well as the commercial market, with a view to start small and then expand.
“Indesit will have a small retail base when launched in July 2015, however the product will also be available for purchase online for any consumers interested in an Indesit appliance where a traditional retailer is not available,” he continued.
Rodgers explained that selling the products available online wasn’t about trying to compete with retailers but to make the product readily available to consumers when they can’t find it at a local store.
“We expect the brand to experience fast growth and our retail base is set to expand throughout 2016 and beyond.”
Indesit is an established and high-selling brand in the UK market. The first Indesit products to arrive in Australia under Bush Australia’s direction will be two innovative front loading washing machines – a 7 kilogram model (RRP $749) and 8 kilogram model (RRP $899) – as well as a dryer (RRP $699) and combination front loading washer/dryer (RRP $1,100). Two dishwashers in white (RRP $849) and stainless steel ($899) will also arrive in the coming months.
“Indesit is a highly regarded and affordable Italian brand and its arrival in Australia will provide consumers in this country with the choice of quality European ingenuity both in aesthetic design and quality manufacture, at a price point that pleases.
“The quality of these products is reflected in both their design and functionality, but we are able to back them up with a two year full manufacturer’s warranty, providing the purchaser with peace of mind. Indesit washing machines are user-friendly and cleverly designed to save time and resources while minimising effort. The laundry appliances to be launched in Australia are all European made and are the top selling appliances in major markets such as Italy, the UK and Russia,” said Rodgers.
Indesit 8 kilogram front loader, RRP $899