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Sharp Entering New Kitchen Categories

Long a bastion of countertop and built-in combi-ovens and drawers, the company is building out its kitchen line card to eventually provide a complete cooking, refrigeration and cleanup portfolio.

The expansion is just now kicking off with a Sharp wall oven, which will be followed next month by an induction cooktop.

Further out on the horizon are refrigerators and dishwashers. “They are on our future-product road map,” Jim Sanduski, president of Sharp Home Electronics Company of America (SHCA), told TWICE.

All of the new kitchen appliances will feature Sharp’s “signature look and feel,” explained Peter Weedfald, sales and marketing senior VP at Sharp Home Appliances and Sharp Electronics Marketing Company of America (SEMCA), and will target the mass-premium major segment.

“Our cooking heritage has given us the right to step into the built-in space,” he said.

“Dealers are very excited,” noted Sanduski, and sentiment should be further sharpened at CES 2019, where Sharp and all its divisions will return “in a very big way” to the Central Hall following a multi-year absence, he said.

Adding further momentum to the launch was the Sept. 30 rollout of Sharp’s new Superheated Steam Countertop Oven at 500 Best Buy stores and online at BestBuy.com

The product cooks food ultra-fast by employing both radiant heat and super-heated steam that can reach upwards of 485 degrees F, well more than twice the temperature of conventional steam (212 degrees F), Weedfald explained. Combined with its larger 13.8 by 4.6 by 14.1-inch cavity, it simultaneously addresses consumers’ time constraints, the sheet-pan cooking craze, and Sharp’s commitment to “Simply Better Living,” he said. – TWICE

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