Bosch, Siemens and Neff brands have new centres

Neff AquaAssist single oven

Good things come in threes they say, and on the third day of the third month three first class showroom and training facilities opened at the BSH UK headquarters in Milton Keynes.

The Bosch, Siemens and Neff brands are the big beasts of the up-market electrical retailer and showroom market and the simultaneous opening of three centres of excellence underlines their combined strength within the sector. Industry sources put the total investment north of £8m, but however much it cost it looks like money well spent.

The press preview of the new centres proceeded a substantial retailer launch - Neff alone will be inviting 1000 retail partners - that will give the brands the opportunity to not only show of the centres but also the new products for 2011.

Each centre is quite different in character, which is quite a feat in itself given the common parentage of some of the appliances on display.

Bosch Exxcel AquaStar

For Bosch, the emphasis is on the technical aspects of the brand with themed areas and Science Museum-like displays in addition to a comprehensive presentation of both built-in and freestanding appliances. A large part of one wall is taken up with a cookery demonstration area with live across-the-range appliances in-situ for training sessions.

The designer chic of Siemens is apparent from crossing the threshold. Accessed via a stylish, welcoming reception, the open-plan space is divided into seven product zones: cooling, laundry, dishwashing, ovens, hobs, hoods and compact appliances. There is also an energy section, highlighting the company's green credentials, which includes an interactive touch-screen showing the potential energy-saving benefits of switching to a Siemens appliance. Like Bosch, Siemens has a wall-long demonstration area of plumbed in and wired up appliances.

For Neff, the emphasis is on getting to know the cooking products inside out. Yes, there are other Neff appliances on display including, surprise, surprise, freestanding laundry appliances. But Neff is "the cooking brand" and the Learning Centre plays to its strength. In the Neff Learning Centre delegates follow the 'Neff Journey' through five distinct areas: Learning, Cooking, Working, Listening and Dining. Each of these areas has been carefully designed, through light, colour and texture, to maximise learning and tell the Neff story by emphasising different key aspects of the overall brand experience.

All three brands used its showroom and training centre launch attention to new appliances within their ranges.

Siemens A+++ fridge-freezer

Bosch announced the launch of what it said was two world first models for 2011. According to Bosch, the Eco Silence Logixx is the world's quietest freestanding dishwasher (on Eco 50 programme as at August 2010), with a 38dB noise level, while the Exxcel AquaStar is the world's most water efficient (as at August 2010), using just 6.5 litres of water to wash a full 13 place setting load. The Bosch AquaStar is available in white and silver innox as freestanding, semi integrated and fully integrated in 81.5cm height as well as an 86.5cm built-in model for taller kitchen cabinets.

Setting a new benchmark for energy-efficiency with a rating of A+++, the latest freestanding model KG39EAI40G is Siemens' most energy-efficient fridge freezer to date. A key attribute of this model is lowFrost technology, which incorporates a special wrap-around evaporator in the base of the appliance. Not only is ice build-up less severe and more uniform but also defrosting is significantly faster than in conventional refrigeration. The lowFrost technology ensures that almost no frost forms on the appliance's interior walls, food is protected from frost deposits and energy consumption is reduced.

This model also includes internal electronic controls with temperature display and two cooling circuits to enable separate temperature settings for the fridge and freezer compartments. It also boasts Siemens' superFreeze function that ensures any additional food added to the freezer (after a shopping trip, for example) is cooled quickly and safely without affecting the temperature of the food already in there.

AquaAssist is the name of Neff 's latest cooking concept. It brings together two established elements of Neff expertise - namely built-in ovens and steam competence - to create an ingenious new method of food preparation that adds extra moisture to the cooking process. In conjunction with seven cooking functions, including CircoTherm, CircoRoasting, CircoTherm grilling and Bread Baking, the addition of AquaAssist not only enhances the visual appeal of food, but also significantly improves the texture and moistness of the final result.
Is it possible to have more than one "Centre of Excellence" within a company? It certainly is. Bringing the three BSHG brands together shows how it is possible for them to co-exist by demonstrating the individual key strengths of each brand. It also underlines the strength of the group and shows what a tough fight any other brand has in this sector to take a substantial piece of the action.
(All Trade Marks acknowledged.)

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