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Nationwide Marketing Group’s Luxury Appliance Initiative Continues Strong Growth Entering Year Three

Written by Rob Stott

February 14, 2023

luxury appliances Middleby Residential jennair

Diversifying your portfolio is often considered to be sage personal financial advice. But the strategy can also apply to one’s independent retail business. For Nationwide Marketing Group and its members, that strategy has helped its luxury appliance initiative grow to become the leading channel for luxury appliance sales in the United States. And the group certainly has no plans to pump the breaks anytime soon.

“If you’re not planning on doing anything different or exploring new opportunities, be it in the luxury appliance category or other areas of your business, you run the risk of being left behind,” says John O’Halloran, director of luxury appliance for Nationwide. “With all of the headwinds that we’re expecting to face over the coming months, now is the time to be loud. Retailers need to leverage the tools at their disposal to explore new opportunities and find new ways to engage with their customers.”

To help luxury appliance retailers expand their businesses, Nationwide recently announced two new major additions to the luxury appliance vendor roster — Middleby Residential and JennAir — bringing the total number of luxury partners up to seven.

“Today’s luxury consumers recognize and appreciate the diversity available within the channel and are continually looking for new and innovative brands and products to bring into their homes,” O’Halloran says. “Retailers can best take advantage of this shift by diversifying their assortment and not building their luxury strategy around a single brand. That’s why we’ll continue to pursue partnerships with leading manufacturers like Middleby and JennAir, who continue to push the envelope and offer unique styles and products.”

For Middleby Residential, the program with Nationwide is a first-of-its-kind strategic partnership within the buying group industry. Middleby represents over a dozen luxury brands in both the traditional and outdoor segments, including Viking, Lynx, Kamado Joe, Marvel and Masterbuilt. Their innovative and sought-after designs are among the most highly respected in the luxury cooking space. Luxury retailers who attend PrimeTime in Dallas, March 25-28, will have the opportunity to get an intimate look at some of Middleby Residential’s leading outdoor brands with live demonstrations in the PrimeTime Backyard.

“We’re excited about the opportunity to bring an expanded relationship to many of the luxury dealers within Nationwide,” says Scott Grugel, president of Middleby Residential. “We have the ability to be a one-stop shop for Nationwide dealers for their indoor and outdoor luxury appliance needs. We may not be a fit and don’t expect to be a fit with every brand and every dealer, but we probably have a solution somewhere in our portfolio for luxury retailers and their customers.”

JennAir Appliances, part of the Whirlpool Corporation, brings its iconic and innovative products with their commitment to driving progress in every aspect of their appliances. Dealers can “choose their rebellion” with two distinct design expressions that redefine the high-end kitchen. Discover the traditional yet unconventional RISE Design and the sleek, minimalist NOIR Design.

“We really can’t wait to lean into and take advantage of the high level of engagement that Nationwide has with its members, especially with its digital platform,” says Nathan Puplis, who leads the buying group initiative for JennAir. “Nationwide is out there every day trying to do what’s best for the retailer, and we’re honored to be a small part of this.”

Nationwide members will get their first opportunity to connect with both brands at PrimeTime in Dallas, March 25-28. Members can visit www.nationwideprimetime.com to secure their free registration for Nationwide’s biannual buying, networking and educational event.

 

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