Worldwide Appliances has commenced the distribution of the Italian-made luxury appliance brand – Steel.
Steel was previously distributed by Victorian-based Arisit.
According to Worldwide Appliances CEO Michael Doyle, the introduction of Steel represents an enormous opportunity for the business.
“This is a reset moment for the Steel brand in the Australian market,” Doyle said.
“The Worldwide Appliances team has decades of experience servicing the premium and luxury appliance market and the integration of Steel into our business has been seamless.
“We see value in the opportunity to offer a depth of range and products with very high specifications direct from the manufacturer.
“Consumers who purchase Steel products are deliberately making a statement by separating themselves by investing in special products that have a deep heritage from four generations of the same family working in the business.”
Worldwide Appliances will provide the Steel business with a dedicated training manager as well as two showrooms for the products at the company’s headquarters at Leichhardt in Sydney & Hawthorn showroom in Melbourne.
The Steel Enfasi Mistral, first seen in Milan at EuroCucina in 2024 has now arrived in the Australian market. The Enfasi Mistral is the first freestanding cooker that combines an oven, cooktop and an advanced downdraft ventilation system in one product – available in 90cm and 100cm configurations.
Doyle has confirmed that distribution for the Steel products will be limited to premium and luxury appliance specialists.
“We will be handpicking retail partners for the Steel range of handcrafted Italian-made products,” he said.
One of the owners of the Steel appliance business has recently visited Australia to work with newly-appointed distributor Worldwide Appliances and meet with retailers.
Steel sales manager Atillio Po emphasised the 103-year history of the brand and the commercial heritage as an Italian-made manufacturer.
“My grandfather, Angelo Po founded the company in 1922 and Steel is now a fourth-generation family business with my daughter, Martina now involved in product marketing and new projects at the factory,” he said.
“With four generations of professional kitchen manufacturing, Steel brings the best of professional-grade performance into the home. We apply the principles mastered in the commercial field – power, ergonomics, reliability and flexibility – to create appliances designed to elevate your everyday cooking experience.
“Steel stands out from competitors with its extensive product range, unique features and the ability to maximise the performance of each appliance. Our wide selection of complimentary products and accessories ensures a seamless and enhanced cooking experience.”
Po provided Appliance Retailer with an overview of the current indoor kitchen solutions and outdoor kitchen solutions available from Worldwide Appliances.
The Genesi and Ascot cookers feature TFT screens with 37 pre-set recipes, 15 oven functions including meat probe, steam cleaning, dough rising and pizza baking features.
“The high quality of the handmade Italian products is emphasised by professional-quality steel shelves with integrated handle, soft close hinges, easy-to-clean stainless and steel removable panels.”
All 90cm ovens and upright cookers feature the company’s patented INNVENT technology – a thermo ventilation system that ensures uniform and more effective cooking. Each cooktop features a single piece of stainless steel with radius corners making it very easy to clean.
“Our high efficiency brass gas burners can reach up to 60 per cent energy efficiency – which is significantly higher than the 40-50 per cent efficiency from other burners in the market.”
Po also provided an overview of the new outdoor kitchen solutions that will be available in two standard sizes – two metres wide as well as three and a half metres wide.
“We have seen there is a trend to live your outdoor life in a better way. We started making outdoor kitchen a decade ago and we following the same principles as the indoor kitchen products,” Po said.
“These products have a pure design and have marine grade stainless steel and the benchtops of the outdoor kitchen can be customised to suit surrounding finishes or furniture.
“The products are completely mechanical with no electrical componentry to ensure there is no problem with overheating wiring. The cast alloy burners offer output of between 7 megajoules and 25 megajoules and they can also be converted into charcoal cookers and smokers as well.”