EUROPEAN FLAIR
American home appliances are taking on
They’re smaller, sleeker, more efficient and coming to the USA
Trips overseas aren’t as exotic as they used to be. Today, the same stores tend to sell the same stuff whether you’re in Paris, France, or Paris, Texas. But despite the homogenizing effects of globalization, European kitchens still look a lot different than American ones.
In Europe, smaller living spaces and pricier utilities mean that home appliances tend to be smaller, quieter and more energy efficient than their American counterparts. Refrigerators aren’t designed to store a week’s worth of food; washing machines live in the kitchen; and clotheslines are as popular as clothes dryers.
But that age-old dynamic may be about to change, thanks to increasing urbanization, new envi- ronmental regulations and innovations that appeal to consumers regardless of where they live.
Traditionally, European-sized appliances haven’t sold in great numbers in the U.S. because Americans haven’t had a need for smaller products. “One of the big factors is the physical dimension of the products themselves, given the historical differences of living space available,” said Vladimir Cherevko, Brands and Innovation manager at Whirlpool Europe.
Today, however, a growing number of American consumers are looking for smaller, European-style appliances to fit their smaller, European-style living quarters. The U.S. Census Bureau’s latest numbers show the nation’s cities are growing, with 2.3 million more urban dwellers in 2013 than the year before.
This means more people are moving into smaller homes.
“Downsizing is on the rise,” said Nick Ord, president of Miele USA. The German-based company has a worldwide presence, with its upscale, built-in home appliances — the kind that citydwelling retirees and young professionals alike might want in their dream kitchens.
In addition to smaller dimensions, Ord says, U.S. consumers want products that save space by multitasking.
Another key: energy efficiency. Because utility costs are high in Europe, low energy and water use are the leading concerns for European consumers when they buy a new home appliance.
In the U.S., performance and convenience have traditionally outshone efficiency. But a steadily growing environmental consciousness — plus new energy-efficiency standards for clothes dryers and tightened rules for refrigerators — is leading Americans to green up their kitchens and laundry rooms.
That’s why both Whirlpool and LG are bringing energy-efficient heat pump clothes dryers to the U.S., adapting a design that’s already popular in Europe. Such innovations take advantage of global research and development, which means that American consumers might benefit from European engineering — and vice versa.
Local nameplates “allow us to differentiate our products with different brands across a variety of countries, which allows us to serve multiple consumer segments simultaneously,” said Cherevko.
A spate of recent industry consolidation makes it even easier for major manufacturers to leverage product development on both sides of the Atlantic. For instance, Electrolux just purchased GE Appliances for an increased North American presence, while Whirlpool bought Indesit — a major Italian appliance conglomerate — to become a larger player in Europe.
While consolidation certainly helps manufacturers streamline operations, both American and European consumers also stand to benefit. Americans are getting more choices, and are even starting to pay attention to built-in refrigerators, smaller washing machines and induction cooktops.
For their part, some Europeans are even warming up to American-sized appliances. “We see an evolving trend with European customers expecting larger capacity,” Cherevko said.