Innovative Appliances From SMEG – An Important Category During The Pandemic

According to retail intelligence company Stackline, refrigerator sales in the United States are one of the top 50 growing categories during the coronavirus, up +160%.  Sales at SMEG, an international kitchen appliance company known for the iconic design of their retro FAB refrigerator collection, are holding strong, additionally driven by an uptick in small appliances like coffee and espresso makers, as consumers in isolation due to COVID-19 can no longer make Starbucks runs.

Founded in 1948 by Vittorio Bertazzoni, Sr., SMEG (an Italian acronym translating to “Metal Enameling Plant from Guastalla Emilia”) is still based in their namesake town in Northern Italy.  

The Bertazzoni family’s entrepreneurial history was rooted in blacksmithing in the 19th century, but when the Italian economic boom of the 1960s hit, the family moved to specialize in home appliance manufacturing.

SMEG now has 18 subsidiaries worldwide, with an extensive line of small and large kitchen appliances.  In the United States, the brand has grown a cult following for their signature bright, retro aesthetic, and for their partnerships with brands such as Disney and Dolce & Gabbana, producing unusual and whimsical products together.

I had the opportunity to interview Vittorio Bertazzoni Jr., the third generation of the Bertazzoni family to run SMEG

What was SMEG’s first big innovation that made it stand out from competitors? 

In 1956, we launched Elisabeth, the world’s first gas range to include automatic ignition, safety valves, and a cooking programmer.  It was revolutionary for its time. SMEG grew significantly over the next few decades, and continued to lead the industry with technological innovations, such as the launch of the Niagara dishwasher in 1970, the first-ever 14-place-setting dishwasher.  It changed the way people could host friends, and let them spend more time with their families, and today, we still believe that technology should help people have more time to spend after the cooking process.

Why did you decide to go with a retro look for some of your appliances?

We wanted to go beyond anonymous, white-paneled appliances.  It led SMEG to create colorful, recognizable objects, like the iconic FAB refrigerator, that bring distinctive character to the environment where they live, making them both a functional piece and a décor statement in-on

The company drew inspiration from the free forms of the iconic American refrigerators portrayed in 1950s Hollywood’s cinematic heyday, with colors drawn from the iconic Vespa Piaggo. They bring a feeling of warmth to the kitchen, a feeling our brand embraces.

What are the newest innovations underway at SMEG?

Multi-temperature wine coolers, complete with sommelier accessory drawers, was an important launch for SMEG in the U.S. last year.  We’re now focused on our main core: cooking.

We’re studying new methods that will improve ovens, both built-in and freestanding.  Our energy is going into developing a new product line that is able to save space and increase cooking performance thanks to a combination of functions that allow the user to cook faster, healthier, and easier.

Do you think the pandemic will influence future product development and what consumers will be interested in buying? 

For SMEG, programs initially set for the long-term future are now being sped up as a result of coronavirus.  For example, we’re rapidly responding to the growing need for coffee machines by adding new appliances; we want to make a significant step forward in this sector.  Brewing a cup at home was an optional luxury a few months ago, and is now the new normal for many in quarantine. 

Last year, we acquired the historic Italian company La Pavoni, widely known as the inventor of the modern espresso. This acquisition will make it possible for us to share specific know-how, while affirming the strength and quality of something Made in Italy.

What’s the biggest change you’ve seen in how people shop for kitchen appliances over the years? 

The change of the kitchen from a utilitarian space to an open, welcoming environment for entertaining has been transformative.  The kitchen has become the heart of the home, and new technology is encouraging the family to gather there even more.

The advent of online shopping has also been dramatic for the industry. SMEG has been uniquely-positioned to take advantage of this change, since our appliances still shine through on a screen.  However, recently we’ve seen a return to brick-and-mortar stores, driven by younger consumers who gravitate towards experiential shopping.  They want to interact with products in an actual kitchen setting, not just see them lined up in an aisle.  They are extremely engaged, doing a large amount of research on products online before they even walk through the door.

In the United States, there is a growing demand for refrigerators. Do you believe this will continue after the pandemic? Will this demand influence SMEG in any way?

Yes, there is, and yes, I do, albeit not in an unusually-large way. Market needs drive our development process already, and the need for larger refrigeration space in North America was already on our minds.  We’re developing “American-sized,” fridges, like the large-capacity Retro Style FAB38, which is coming later this year.

This post first appeared on Forbes.com. To see the original, click here.