By Claire Reilly

After a soft launch in the retail space, Electrolux is making plenty of noise about its new laundry line-up, known as the “Inspiration Range”. With a focus on fabric care and modern design, and coming with a celebrity endorsement from fashion designer Alex Perry, the range represents a strong push into the whitegoods space for the brand, and one that has been several years in the making.

The Inspiration laundry range includes four washers, from 7 kilograms to 9 kilograms in capacity, three dryers, including heat pump and condenser models, and two washer dryer combination machines.

Speaking at the official launch of the range this week, Electrolux senior design manager Lyndon Craig said the machines represented a global design effort from the brand.

“A new product launch is always really exciting for a designer; it’s the culmination of years of work in a lot of cases,” said Craig.

“The inspiration range is a truly global endeavour. We’ve taken our local insights and our local knowledge about the local markets and we’ve combined that with the very best technology and features from our global professional groups, from our European design and engineering teams and we’ve put them all together into the one product range.”

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One of the key drivers of the Inspiration range’s design — and one that ties in neatly with the Alex Perry endorsement — is the understanding that “we really care about our clothes,” according to Craig.

“We don’t just need our clothes to be clean — we want them to be cared for, we want them to come out better than they went in,” he said.

“In designing this range, we really thought about all the small things. The washers and the dryers remember your favourite cycles, so you get optimum results time and time again with consistency. They’re adaptive, they consume only the energy, or only the water or only the time that is necessary to get the best results for you. And we’ve got programs and features that help you cut down on the things you don’t enjoy doing so much – ironing for instance.

“When we were designing these products, the two things that we were trying to emphasise was the modernity of them and also the reliability,” he added. “The product in itself should evoke some kind of emotion or some kind of response from you when you see it.

“The modernity speaks for itself when you look at these machines. They look stunning, very clean and very modern. But also the durability that’s invested in the design should come through — shapes that look strong, big windows, strong hinges, those little touches. It should look like what it does.”

The Inspiration range is being supported by new point of sale that focuses less on tech and spec and more on lifestyle and design, according to Electrolux senior brand and trade marketing manager, Sheila Walthoe. The range will be joined by new refrigeration models from Electrolux in the coming months, and the whole line-up is set to be supported by a marketing campaign next year.

Inspiration laundry product list (provided by Electrolux)

Washers:
-9kg Time Manager Washing Machine (EWF14912) RRP $1,529
-8.5kg Time Manager Washer (EWF12822) RRP $1,219
-8kg Time Manager Washer (EWF12832) RRP $1,059
-7kg Time Manager Washer (EWF12832) RRP $1,059

Dryers:
-8kg Heat Pump Dryer (EDH3284PDW) RRP $1,999
-8kg Condenser Dryer (EDC2086PDW) RRP $1,169
-7kg Condenser Dryer (EDP2074PDW) RRP $949

Washer/dryer combo:
-8kg/5kg Time Manager Washer Dryer (EWW12832) RRP $1,479
-9kg/6kg Time Manager Washer Dryer (EWW14912) RRP $1,689

The hero of the Electrolux Inspiration laundry range,  the 9kg Time Manager Washing Machine (EWF14912, RRP $1,529).