Appliance Retailer February-March 2026

FLOORCARE

ROBOTIC VACUUMS CONTINUE TO GAIN SHARE

MICROWAVES

PRACTICALITY, FLEXIBILITY AND MODERN DESIGN

MOTHER'S DAY

PRODUCTS THAT EASE PRESSURE FOR MUM ARE IN DEMAND

FUNCTIONALITY TRENDING MORE THAN EVER

HEATING CONSUMERS ARE INCREASINGLY ENERGY CONSCIOUS

Smeg dishwashers achieve up to a 4-star energy rating and up to a 6-star WELS water rating, providing substantial savings while helping to protect the environment.

smeg.com/au/dishwashers

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AThe retail sales evolution

fter almost 12 months on maternity leave, I’m thrilled to be back in the chair; feeling refreshed, inspired, a little bit sleep-deprived, and ready to dive into a new year.

While the Consumer Electronics Show (CES) was once again a valuable barometer of where innovation is heading, not only in terms of new products, but in how technology is increasingly embedded in everyday life (more from page 14), the announcement that caught my attention most wasn’t out of Las Vegas; it was JB Hi-Fi’s new retail media partnership with Retail MediaWorks.

While retail media has long been a growth driver in grocery, general merchandise, and hardware, JB Hi-Fi is bringing the model into a highconsideration, high-value category where purchases are researched and deliberated rather than impulsive.

Consumer electronics and appliance retailing operates in a margin-constrained environment, with transparent pricing, intense promotions, and rising operational costs putting pressure on profitability. At the same time, JB Hi-Fi engages a large audience with strong purchase intent. A retail media network allows the company to monetise this attention incrementally, without inventory risk or compromising price integrity.

For brand partners, retail media offers context and accountability because unlike broad digital platforms, advertising within a retailer’s ecosystem reaches consumers actively evaluating products. This supports clearer attribution between

marketing spend and sales outcomes. However, execution in this category is complex. It depends on trust, expertise, and informed choice. Shoppers turn to JB Hi-Fi for guidance, not just selection or price. Retail media success hinges on balancing commercial goals with customer experience.

Advertising that feels intrusive, poorly targeted or misaligned with shopper needs risks undermining the trust that makes the audience valuable in the first place. Retail media in this category must be deeply integrated with product discovery, comparison and education – not layered on top of them.

Strategically, the move reflects a broader retailer evolution – from pure sales channels to platforms. By building media capabilities, JB Hi-Fi strengthens its role in brand marketing ecosystems and opens new forms of partnership beyond traditional wholesale and promotions.

Ultimately, JB Hi-Fi’s initiative underscores a wider retail truth – data, attention, and intent are as valuable as shelf space. Retailers that can responsibly leverage these assets unlock meaningful new revenue streams. The question is no longer whether retail media belongs in consumer electronics, but who will execute it effectively – and how quickly others will follow.

Editor Emily Bencic

The Intermedia Group takes its corporate and social responsibilities seriously and is committed to reducing its impact on the environment. We continuously strive to improve our environmental performance and to initiate additional CSR based projects and activities. As part of our company policy we ensure that the products and services used in the manufacture of this magazine are sourced from environmentally responsible suppliers. This magazine has been printed on paper produced from sustainably sourced wood and pulp fibre and is accredited under PEFC chain of custody.

PEFC certified wood and paper products come from environmentally appropriate, socially beneficial and economically viable management of forests. PEFC/21-31-119

THE SMART VALUE CHAMPION

Introducing eufy’s Omni C28 robot vacuum, designed specifically for first-time robovac buyers and households ready to upgrade from basic models, as it delivers advanced cleaning technology at an accessible price point. The C28 brings eufy’s exclusive HydroJet self-cleaning roller mop system to the mid-tier segment, featuring 24 spray ports and a built-in scraper that continuously washes the mop with 10N of pressure. With 15,000Pa turbo suction, it efficiently tackles all common household debris. The DuoSpiral brushes capture hair while keeping the roller tanglefree. The all-in-one station provides hands-free convenience with automatic mop washing, hot-air drying, dust emptying, tank refilling, and wastewater collection, while intelligent iPath 2.0 Laser Navigation ensures reliable obstacle avoidance for uninterrupted cleaning.

32 / ISSUE #1

IN THIS ISSUE

EDITOR’S

NOTE

03 The retail sales evolution Is data just as valuable as shelf space?

NEWS

06 Smeg opens New Zealand subsidiary led by Ryan Lilley

The establishment of the newest regional subsidiary follows the collapse of Smeg’s supplier Applico and retailer, Kitchen Things after a 40-year relationship.

08 TCL takes major share in Sony TV business

Expected to elevate brand value, achieve greater scale, and optimise the supply chain to deliver superior products and services to customers.

10 Fujitsu General Australia operates under new name

The company says it is business as usual with no impact to existing customer relationships, warranties and service.

12 Thomo’s Betta co-owner reflects on 50 years in the industry

Gary Thomasson shares his journey from a young 15-year-old junior salesperson to successfully running Thomo’s Betta in Rockhampton, Queensland.

14 CES 2026 previews tech of the future

Product highlights from the major brands at the annual Consumer Electronics Show, which hosted more than 4,100 exhibitors and over 148,000 industry professionals.

FEATURES

23 Floorcare

The floorcare category, particularly robotic vacuums, has shown steady growth with a strong preference for hands-free cleaning solutions and automated floor tools.

39 Mother’s Day

Kitchen appliances that offer multi-functionality and health-focused features and personal care devices that deliver a salon-style experience at home will be in high demand.

49 Microwaves

The category is seeing a strong preference for practicality, flexibility and modern design with convection microwaves growing at a faster rate than traditional microwaves.

58 Home Café

Revenue from coffee machines with cold brew functionality has nearly doubled, supported by a growing number of models in the market that incorporate this feature.

68 Room Heating

More households are moving away from traditional gas heating to high-efficiency electric solutions, reinforced by government policy.

WHAT’S HOT

77 Pick of the crop

Beko Dishwasher, Beko Freestanding Cooker, Smeg Matte Black Oven & Coffee Machine.

Smeg opens New Zealand subsidiary led by Ryan Lilley

Smeg has formally established its newest regional subsidiary, Smeg New Zealand, following the collapse of its supplier Applico and retailer Kitchen Things after a 40-year relationship.

In August 2025, Smeg confirmed that it would set up its own sales and service operations in New Zealand, assuming direct responsibility for sales, marketing, and distribution in the market. This transition aligns New Zealand with Smeg’s operating model across other key international regions.

The new subsidiary will be led and overseen by Ryan Lilley, who brings more than 20 years of experience in the appliance industry across Australia and New Zealand. Most recently, he was general manager of retail for Fisher & Paykel New Zealand for the last four

years. Prior to that, he spent 12 years with Electrolux Australia and three years with Panasonic New Zealand.

“I am genuinely optimistic about building a long-term, successful Smeg

New Zealand business. The opportunity to combine an iconic global brand with strong local market insight, trusted relationships, and a long-term mindset gives me great confidence in what we can achieve here in New Zealand to contribute to the group’s overall success,” he said.

According to Smeg HQ APAC director, Paolo Romani, establishing a direct presence in New Zealand is a strategic step for Smeg in the Asia Pacific region.

“It strengthens our regional footprint, ensures full alignment with global brand standards, and positions us to invest for the long term, across service, supply and the retail experience. This move reflects our commitment to delivering a consistent, premium customer experience and accelerating growth in a market that values design and quality,” Romani said.

CHIQ GM DAVID ESLER RETIRES AFTER 50 YEARS IN THE INDUSTRY

CHiQ general manager, David Esler has retired after 12 years with the business and 50 years in the industry. Esler started his career in the industry in 1976 and has held several roles within the industry at companies including Panasonic, Samsung, AKAI, TEAC and TCL.

Commenting on his retirement, Esler said: “I leave confident that the business is in a strong position and well placed for continued growth. It’s been 12 years since I joined the company back when we were selling Changhong-branded products –primarily televisions.

“Progress was modest in those early years, and in 2017, I championed the transition to the CHiQ brand. By mid-2018,

CHiQ products were on retail shelves and the impact was immediate. Today, I’m proud that CHiQ stands as a trusted brand not only in televisions but also across home appliances and laundry within the Australian market.

“My career in this industry began in 1976, and it has been an extraordinary 50-year journey. I’ve witnessed remarkable changes in technology, consumer expectations, and the way we do business. It has been demanding at times, but it has also been immensely rewarding — and I’ve had a lot of fun along the way.

“A sincere thank you to everyone who has supported me throughout this journey. Your partnership, trust, and camaraderie have meant more than I can express.”

Bing Lee appoints Scott Whitney to buying team

Bing Lee has appointed Scott Whitney as a senior member of its buying team, responsible for floorcare and SDA.

Whitney has 17 years of industry experience, having held roles with Samsung, Narta, Winning Group and most recently, Retravision.

Bing Lee general manager, Peter Harris said Scott is a fantastic addition to the team, bringing a wealth of experience and knowledge across all parts of the industry.

“Scott is passionate about retail and products, and brings deep and longstanding relationships across the industry. We are thrilled to welcome Scott to the business. He has been a friend to many of us for years and he will fit right into the family culture and values of Bing Lee,” he said.

ILVE WELCOMES DANIEL BERTUCCIO AS HEAD OF MARKETING

Daniel Bertuccio has joined ILVE Australia & New Zealand as head of marketing to support its focus on restoring and driving the brand forward.

Bertuccio brings a longstanding connection to the brand, having worked closely with ILVE for over 20 years through its former distributor, Worldwide Appliances (formerly Eurolinx). Throughout this time, he played an integral role in building the brand’s presence and contributing to its market success.

ILVE Australia & New Zealand CEO, Tristan Peters said, “I am delighted to welcome Daniel to the ILVE Australia & New Zealand team. His extensive experience with the brand, combined with his deep understanding of our market and customers, makes him a valuable addition. I look forward to working with Daniel again.”

“My focus will be working closely with the local team and team in Italy to ensure ILVE is represented in the most authentic way possible.”

Following his appointment as CEO in October 2025, Peters said improving the brand’s retail presence was a key priority.

Commenting on his role, Bertuccio said: “Returning to ILVE feels like coming home. I am excited at the opportunity of restoring ILVE as one of the most sought-after luxury kitchen appliance brands in Australia.

“My focus will be working closely with the local team and team in Italy to ensure ILVE is represented in the most authentic way possible while telling the story of our heritage and craftsmanship to Australian consumers. I look forward to reconnecting with our valued retail partners who have continued to appreciate the value ILVE adds to their business and customers.”

ASKO APPOINTS GREG CALNON AS SALES DIRECTOR

Greg Calnon has joined ASKO as sales director, replacing Rob Butchatsky who recently resigned from the position to join the hardware industry. Calnon was most recently the head of major domestic appliances at Tempo.

“I have chased my gut instinct over the years; it has served me well and I have decided to follow it again,” Calnon told Appliance Retailer

This is not the first time Calnon has relocated for a new position across a career within the industry spanning over 17 years.

“Originally from Perth, I took an opportunity in 2010 with Richard

Tassone and Nigel Dent to come across to Sydney to be Panasonic key account manager for Harvey Norman. Michael Doyle then had a role at LG Electronics

ASKO sales director, Greg Calnon.

to manage The Good Guys and I relocated to Melbourne in 2013. While I was in Melbourne, I was offered a role at Electrolux managing BeefEater BBQ, then I moved back to Sydney in 2019 looking after BeefEater and the Narta Group,” he said.

“In 2021, I was promoted to head of key accounts at Electrolux until mid2024. I have spent the last 15 months with Tempo. I have had an amazing journey and now I am extremely excited to be back in Melbourne with ASKO.”

TCL takes major share in Sony TV business

TCL is set to take majority share in Sony’s home entertainment business as part of a strategic partnership that aims to elevate its brand value, achieve greater scale, and optimise the supply chain.

Sony and TCL have signed a memorandum of understanding to confirm their intentions to establish a joint venture that will assume Sony’s home entertainment business, with TCL holding 51% and Sony holding 49% of its shares.

The joint venture will operate globally, handling the full process from product development and design to manufacturing, sales, logistics, and customer service for products including televisions and home audio equipment.

The new company plans to advance its business by leveraging Sony’s high-quality picture and audio technology, brand value and operational expertise including supply chain management, while utilising TCL’s advanced display technology, global scale advantages, industrial footprint, end-to-end cost efficiency, and vertical supply chain strength. The new company’s products are expected to carry the Sony name and ‘BRAVIA’ branding.

BSR GROUP, BEKO AND SMEG

Sony Corporation representative director, president and CEO, Kimio Maki said, “We are pleased to have reached this agreement with TCL for a strategic partnership. By combining both companies’ expertise, we aim to create new customer value in the home entertainment field, delivering even more captivating audio and visual experiences to customers worldwide.”

TCL Electronics chairperson, DU Juan commented, “We believe that this strategic partnership with Sony represents a unique opportunity to combine the strengths of Sony and TCL, creating a powerful platform for sustainable growth. Through strategic business complementarity, technology and know-how sharing, and operational integration, we expect to elevate our brand value, achieve greater scale, and optimise the supply chain to deliver superior products and services to our customers.”

Sony and TCL will proceed with discussions toward executing definitive binding agreements by the end of March 2026 with the new company expected to commence operations in April 2027.

JOIN COFOSS

The Coalition for Sustainable Solutions (COFOSS) has welcomed BSR Group, Beko and Smeg as its newest members, marking a significant milestone in expanding industry collaboration across the consumer electronics and home appliance sectors.

The expansion strengthens COFOSS’s ability to drive coordinated action on sustainability challenges including packaging transformation, product stewardship, circular pathways, and the growing regulatory expectations for environmental performance and reporting.

COFOSS chair and Electrolux Australia & New Zealand managing director, Kurt Hegvold said the new members reflect the industry’s increasing recognition of the need for unified leadership.

“We are thrilled to welcome BSR Group, Beko and Smeg to COFOSS. Their commitment to sustainability and willingness to collaborate underscores the urgency for industry-wide action. No organisation can tackle these challenges alone as regulation is tightening, expectations are rising, and complexity is increasing. Collaboration is now critical. COFOSS exists to bring the industry together and accelerate practical solutions needed for a more sustainable future,” he said.

Joining COFOSS underscores BSR Group’s commitment to not only operational sustainability but navigating the increasing complexity of mandatory climate reporting, according to CEO, Gavin Carter.

“Collaboration is more critical than ever. By working collectively across the supply chain, we can increase knowledge sharing, address packaging waste, and ensure compliance with tightening environmental regulations more effectively than any single entity could alone,” he said.

Beko Australia & New Zealand managing director, Jim Kalotheos said, “Sustainability has long been at the core of Beko’s innovation agenda. By joining COFOSS, we are reinforcing our commitment to sustainable packaging solutions, energy efficiency and innovative product stewardship. We look forward to contributing our global experience to help shape meaningful, scalable industry initiatives in Australia.”

Smeg Australia managing director, Gabriele Flisi commented, “Smeg is proud to join COFOSS, as the industry navigates increasingly complex demands. COFOSS provides the platform for us to collaborate together effectively across the industry, supporting everything from increased packaging sustainability, enhancing recycling outcomes, and localising our global sustainability initiatives.”

BISSELL CONFIRMS CHANGES TO SALES TEAM WITH THE DEPARTURE OF GREG WRIGHT

Bissell has confirmed the departure of national sales manager for Oceania, Greg Wright after 13 years of leading the company’s sales operations in Australia and New Zealand.

Bissell national key account manager, Sanesh Chandra and national field sales manager for Oceania, Warren Cramer will step into expanded leadership roles within the sales organisation.

Chandra joined Bissell in July 2022 and was appointed national key account manager in January 2024. Cramer, who joined Bissell in March 2013, brings nearly 13 years of experience within the business, following previous roles at Dyson and Philips Saeco.

Together, Chandra and Cramer will continue to lead Bissell’s sales strategy across key accounts and field teams, ensuring continuity for retail partners while supporting the brand’s momentum as it approaches its 150th year.

Bissell Oceania managing director, Chris Egan said the transition reflects continuity, capability, and confidence in the strength of the local business.

“As Bissell approaches its 150-year milestone, we’re proud of the brand’s heritage, but equally focused on how we continue to show up for today’s consumers and retail partners,” he said.

“Greg has been a valued leader in our business and instrumental in building the foundations we have today. With Sanesh and Warren stepping into expanded leadership roles as part of a forecasted succession plan, we’re reinforcing a proven team who understand the market, the category, and the realities of modern retail – ensuring we continue to grow with our partners, not just alongside them.”

Reflecting on his tenure, Wright said, “Turning the page after 13 years at Bissell has been a proud moment. It’s been a journey defined by growth, collaboration, and a culture built on trust and respect.

“I’m particularly proud of the strong relationships we’ve built with retail partners over the years, which have been central to our shared success. I’m grateful to have been part of such a committed and passionate team and look forward to seeing the business continue to go from strength to strength.”

Amazon Australia promotes Matt Benham to country manager

Amazon Australia has promoted general manager of retail, Matt Benham to country manager. He succeeds Janet Menzies, who has been appointed technical adviser to Worldwide Amazon Stores CEO, Doug Herrington in Seattle. Menzies led as country manager for Australia for five years.

Benham brings 25 years of experience in general management, sales and finance leadership, and strategy across various organisations in Australia, the UK, Europe, and the US. He joined Amazon in the UK in 2017 before relocating to Sydney to participate in Amazon’s Australian launch.

“Since relocating to Sydney for the launch of our Australian retail business, I’ve had the opportunity to work with extraordinary teams who are focused on delivering for our customers. It’s been exciting to be part of the journey where we’ve continuously aimed to raise the bar on selection, delivery speed and pricing for customers,” Benham said.

“As we look ahead, my focus remains unchanged: delivering for Australian customers, businesses, and communities. Whether it’s through continued investment in infrastructure and innovation, expanding opportunities for local sellers, or creating quality jobs across the country, we’re committed to being a positive force in Australia.”

Reflecting on her time as country manager, Menzies said, “Over the past five years, I’ve had the privilege of working alongside talented, customer-focused teams who’ve helped Amazon become a trusted part of Australian life.

“I’m excited that Matt Benham will be stepping into the country manager role for Australia. Matt has been instrumental in our success since joining the Australian business at launch. This transition reflects what I value about Amazon – the opportunity for growth and the trust placed in employees to take on new challenges. I’m looking forward to this next adventure while staying connected to the Australian team.”

BLANCO CFO TO STEP INTO CEO ROLE

BLANCO Group chief financial officer (CFO), Rüdiger Böhle will succeed Frank Gfrörer as CEO, effective 1 May 2026. Gfrörer is set to chair the BLANCO board in the future.

Böhle has been CFO of the BLANCO Group since 2009. As CEO, he will be responsible for finance, controlling and administration, as well as further development of corporate strategy and the overall organisation.

BLANCO Group management will be strengthened by the creation of a new role, chief commercial officer (CCO), filled by Melanie Aselmann, responsible for integrating sales, marketing, product portfolio and service.

Aselmann was most recently managing director at Franke in the coffee systems division, responsible for business development in Germany and Austria. She started her career at Nestlé Germany, followed by BRITA in national and international management positions and Miele as vice president category

marketing in the dishwashing division.

“Rüdiger, an experienced BLANCO manager, is taking over as CEO. In economically challenging times, his broad professional know-how and comprehensive management expertise as a longstanding CFO are of great value. He will ensure that performance and profitability are increased to enable further growth investments,” Gfrörer said.

“At the same time, we have created a new position in top management for sales, marketing, product portfolio and service in an integrated manner close to the market and ensure the rapid and effective implementation of the strategic roadmap in the markets.

“We are delighted to welcome Melanie, a distinguished manager with a wealth of experience. She combines in-depth expertise in strategic product and sales management with a high level of implementation competence in international markets.”

Fujitsu General Australia operates under new name

Fujitsu General Australia has officially changed its business name to General Australia, effective 1 January 2026.

The name change follows Fujitsu General Limited’s integration into Paloma Rheem Holdings Co., Ltd. in August 2025 and aligns with a global transition to the new trade name GENERAL Inc.

Products will continue to be marketed under FUJITSU and GENERAL AIRSTAGE brands, ensuring continuity for customers and partners across residential and commercial air conditioning solutions.

General Australia and New Zealand managing director, Philip Perham said, “This transition reflects both stability and opportunity. While our business name has changed, what hasn’t changed is our commitment to delivering reliable, energy-efficient air conditioning solutions backed by strong local support.

“Becoming General Australia positions us to work even more closely with Paloma Rheem Holdings group of companies, allowing us to build on our strengths, accelerate innovation, and continue delivering comfort and value to Australian homes and businesses.”

General Australia says it is business as usual with no impact to existing customer relationships, warranties, and service arrangements.

Philips Water committed to making purified water more accessible

2025 was the year that Premium Reverse Osmosis water-filtration systems truly cemented themselves as a core and enduring category for Australian retailers, according to Peter Bosscher, founder of Bosscher Commercial Management Solutions and exclusive agent for Philips Water in Australia and New Zealand.

“Consumer sentiment shifted rapidly shaped by heightened concerns about water quality, climate-related contamination events and ageing infrastructure, which all transformed filtration from a niche upgrade into an everyday essential. For many Australian households, purified water is no longer viewed as a luxury, but a fundamental part of a healthy lifestyle,” he told Appliance Retailer.

For Philips Water, 2025 was a landmark year of visibility, innovation and category leadership. The company’s partnership with AFL star, Isaac Heeney played an important role in elevating the conversation, encouraging Australians to choose filtered water for both health and environmental reasons.

“The campaign launched alongside our newest water-filtration appliance, reinforcing Philips’ commitment to making high-quality purified water more accessible nationwide.”

Product innovation has remained at the heart of the company’s momentum. This included the expansion of Philips RO Countertop Water Stations – most notably the ADD6922DG/79 and its siblings – which continued to “redefine what Australians expect from a countertop dispenser”.

Bosscher added: “With instant heating, compressor cooling, high-performance

reverse osmosis filtration and, in select models, purified ice-making capability, these systems represent a new benchmark for convenience and purity.

On the tap side, the introduction of the Philips AUT9028DG/79 Boiling, Ambient & Chilled RO Water Tap further accelerated category growth and strengthened retailer confidence in the long-term potential of the segment.”

In 2026, the Philips Water pipeline will continue to bring forward meaningful innovation and improved consumer experiences.

“With national promotion programs, we remain focused on creating value for both retailers and consumers. The opportunity ahead is clear – convert unprecedented awareness into sustained penetration, driven by transparency, scientific rigour and truly differentiated user experiences,” Bosscher said.

“If I were to make one prediction for the year ahead: 2026 will see consumers become even more discerning – seeking proof, performance and trust. Philips Water is exceptionally well-positioned to deliver on all three.”

PANASONIC SELECTS INTERDYN AS DISTRIBUTOR OF

Panasonic Australia has chosen leading audio visual company, Interdyn as the exclusive distributor of the Technics Hi-Fi range in Australia. Under this new arrangement, the Technics Hi-Fi range – including Hi-Fi turntables, components and speakers – will be exclusively supplied by Interdyn to Technics retailers.

Panasonic general manager of imaging solutions & specialist group, Scott Mellish said the decision followed a comprehensive review of the Australian Hi-Fi landscape and reflects the longterm ambition for the Technics brand in Australia.

“This exclusive arrangement confidently positions Technics for its next chapter of growth. Interdyn’s established presence in the premium audio segment, along with its dedicated specialist network, will help us deliver an even stronger level of product expertise and service for Technics Hi-Fi in Australia,” he said.

“We believe that customers will benefit from a distributor with deep specialisation in high-fidelity audio, knowledgeable staff, hands-on support and a distribution model designed specifically for this category.

“We are also pleased to see Panasonic continue its relationship with Interdyn in the Australian market. We both share a passion for quality and innovation and are committed to ensuring the Technics brand continues to flourish in an increasingly competitive and specialised environment.”

TECHNICS HI-FI

Interdyn director, Sam Encel said, “Interdyn has been representing quality audio visual brands for over 60 years, with hundreds of retailers and custom installers across our network.

We are excited to welcome Technics Hi-Fi to the family and continue our mission to bring leading home audio products to more Australians.”

Technics headphones will also be available via Interdyn in a non-exclusive arrangement. The distribution of Technics DJ products remains unchanged and will continue to be supplied by Store DJ.

Gary Thomasson’s career in the electrical appliance industry began in 1976 with a pushbike, a sky-blue pair of pants, and a red shirt with cufflinks. Fifty years later, he’s the coowner of Thomo’s Betta in Rockhampton, working alongside his wife Carmel and son Chris.

Thomasson recently spoke with Appliance Retailer to reflect on a journey that began when he was just 15.

After leaving school at the end of year 10, Thomasson was keen to get straight into work. His first goal was an apprenticeship as an electrician or refrigeration mechanic with the Capricornia Electricity Board, but he missed out.

“That’s when I saw an ad in the local paper for a junior salesperson,” he said. “That opportunity came from Webbers Retravision – or Webbers Discount House, as it was known back then.”

The business had been founded by brothers Col and Jim Webber, with stores in East Street and Northside Plaza –Rockhampton’s first shopping centre. It was Col who gave Thomasson his start.

“I clearly remember my first day – 19th January 1976. Mum and Dad took me shopping for work clothes, and I rode my pushbike to the store.”

Thomo’s Betta co-owner marks 50 years in the industry

BY EMILY BENCIC

He began in the service area, packing spare parts and learning how the business worked behind the scenes before moving onto the sales floor. The product range was very different to today’s market.

“We were selling wringer washing machines,” Thomasson said. “Brands like Frigidaire, Wilkins Service, HMV, Rank Arena and Kriesler were big names then – most of them are long gone now. The market has changed enormously, and products today are cheap relative to wages.”

Thomasson spent more than a decade working with the Webber brothers. During that time, Jim Webber became Mayor of Rockhampton. Eventually, Col sold the business to the McKeague family, trading as McKeagues Retravision, with Thomasson managing the store for three years.

A turning point came in 1989 when Ian Randle – a retired Capricornia Electricity Board employee and bookmaker –approached Thomasson for part-time work. Within months, Randle and his wife, Kathy had purchased B&M Discount Centre.

“Before Christmas that year, Ian asked if I’d like to buy into the business,” Thomasson said. “It was too much workload for them on their own.”

In August 1990, Gary and Carmel Thomasson officially became partners, buying half the business. By June 1994, they owned it outright.

The store’s footprint grew quickly. What began as a 120 square metre shop on William Street moved first to a larger site on the corner of William and Bolsover Streets, before relocating to a larger 450 square metre store in North Rockhampton in 1994, which has continued to expand since.

Gary’s son, Chris, joined the business in 2000. He started helping out at just 12 years old, worked on the shop floor through his teenage years, and later completed a university degree and a Master of Business.

On 1 April 2021, Chris bought into the business and now owns half.

Around the same time, the business faced growing warehousing challenges –particularly during the Covid pandemic.

“Covid sent the business crazy,” Thomasson said. “Stock was everywhere in various locations.”

The solution was purchasing land just minutes from the store and building a modern 1,250 square metre warehouse. Today, Thomo’s Betta operates with an 800 square metre electrical showroom, 450 square metres of furniture, a warehouse team of seven, and two delivery trucks.

“We do our own deliveries; it’s not outsourced to another business, which we believe is hugely important because it’s the last point of contact with our customers, and we’re the only business in Rockhampton to do it,” Thomasson said.

“LOOKING BACK, THOMASSON SAYS HIS PROUDEST ACHIEVEMENT ISN’T JUST BUSINESS GROWTH OR AWARDS – IT’S FAMILY.”

The business has also built a strong commercial arm over the past 14 years – led by commercial representative, Vince – supplying to pubs, clubs and other venues across the region.

Looking back, Thomasson says his proudest achievement isn’t just business growth or awards – it’s family.

“Working with Carmel for over 35 years and Chris for 25 years, and servicing customers from three generations of families – that tells me we’ve done the right thing.”

Thomo’s Betta has been recognised multiple times by the Betta Group, including several Retailer of the Year awards. But for Thomasson, customer loyalty matters more.

“One customer, Gary still stands out,” he said. “He opened the first McDonald’s in Rockhampton and needed a dryer urgently. We delivered it straight away – and he still talks about that service 30 years later.”

As for the future, Thomasson is open-minded.

“If Chris wants to take it further, or partner with someone else, that’s up to him. What I do know is he’s helped take the business to the next level.”

He’s also quick to credit those who helped along the way – particularly his first mentor, Col Webber, who passed away last year. “He taught me the ins and outs of the industry and showed me what to do and what not to do,” he said. “Another is Mark West, who is now head of retail environment for Betta and a personal friend. A number of years ago, the group sent him to our store to give us a different perspective on our business; to let us know what we were doing well and what wasn’t working. We also have some wonderful suppliers that are very supportive of our business including Electrolux, Fisher & Paykel, LG and Sunbeam, to name a few.”

Thomo’s Betta plans to continue growing the business and embracing new opportunities. The business recently became a La-Z-Boy Gallery with full access to their range of recliners and sofas.

“I’ve seen many retailers in our industry come and go over the last 50 years – Chandlers, Errol Stewarts, Home Crafts and Tracksons. When customers ask how we compete against the ‘big guys’, we’re fortunate to be just as big or bigger than them in Rockhampton,” Thomasson said.

“It’s simple – we work hard and we make sure we provide good customer service and look after people. For a little old local family to outlive big iconic names shows the importance of doing the right thing – but you can’t take your eye off the ball. We haven’t just ‘stuck it out’ over the years; we do what we do because it’s enjoyable and it’s a great industry to be part of.” AR

By

CES 2026 attracts over 148,000 attendees

the Appliance Retailer team with support from Tristan Rayner in Las Vegas.

This year’s Consumer Electronics Show (CES) in Las Vegas has been confirmed as the largest post-pandemic CES, welcoming more than 148,000 attendees from around the world. More than 55% of CES attendees were senior-level executives, reinforcing the event’s status as a premier gathering for industry leaders and decision-makers.

With more than 4,100 exhibitors, including some 1,200 startups, CES 2026 highlighted technology that is solving some of the world’s greatest challenges, which was deployed across 2.6 million net square feet of exhibit space.

According to Consumer Technology Association (CTA), owner and producer of CES, executive chair and CEO, Gary Shapiro, CES is the world’s most powerful proving ground for innovation.

“CES is more than a showcase; it’s where technology meets community, business, and policy. Global leaders, startups, and policymakers came together to highlight technologies that will define the next decade of economic growth and competitiveness.”

ECOVACS

TARGETS ‘WHOLE HOME’ AUTOMATION

ECOVACS Robotics is moving beyond traditional floor cleaning robots with new pool cleaning and lawn mowing models, to offer a complete suite of home service robots, under the banner ‘ECOVACS, Created for Ease’. The strategy is backed by significant investment, with the company investing over AU$1 billion into research and development since 2018.

The ULTRAMARINE series of robotic pool cleaners includes the flagship ULTRAMARINE C1, which features a quad-sensor array including laser, camera, and sonar technology to navigate murky water and avoid obstacles. It includes a zero-tangle cord system and can scrub floors, walls, and waterlines.

ECOVACS also introduced the third generation of GOAT robotic lawn mowers, which utilise LiDAR and camera systems (Dual Vision) to navigate lawns without the need for complex perimeter wires. The new models feature dedicated trimmers to cut within millimetres of walls and fences, removing the need for manual whipper-snipping. The company’s new window cleaning robot, the WINBOT W3 OMNI, adds a Vortex Wash feature to automatically clean window wash pads.

ECOVACS is also expanding its core floorcare range with the DEEBOT T90 PRO OMNI and the DEEBOT X12 Family. The T90 inherits several premium features from the flagship X series, including new Ozmo Roller technology, a longer, constant-pressure mopping roller with a 16-nozzle self-washing system, and new anti-tangle brush technology. Meanwhile, the flagship DEEBOT X12 series has an added infrared stain detector and dual high-pressure nozzles to tackle stains before mopping.

In addition, ECOVACS teased a new category with a robotic pet companion, LilMilo, currently an early concept in testing with no immediate launch planned for any region.

Hisense

DOUBLES DOWN ON RGB MINI LED EVO

Hisense unveiled its next major TV release under the RGB Mini LED evo branding, as it advances its own Mini LED technology. Its TV lineup will now expand to include the new UR Series, available in sizes ranging from 55-inch to 116-inch.

Hisense also announced new products in its Laser line-up, including the XR10, which scales to a 300-inch image, delivers 6,000 lumen brightness, liquid cooling and a high degree of installation flexibility, in addition to the next-generation C3 range.

RGB Mini LED evo improvements include a new ‘Chromagic’ precision backlight, Hi-View AI Engine RGB processing with a new chip featuring a CPU and NPU processor, and end-to-end colour management. This variation of its RGB technology introduces a cyan (sky blue) component to the RGB module. When compared to its QD OLED/QD Mini LED range, the new RGB Mini LED is 30% more energy efficient and emits 60% less blue light.

The first TV to feature this technology will be the Hisense 116UXS, a 116-inch TV, which Hisense has confirmed will be coming to Australia, along with the new UR9 and UR8 series, together with the longstanding ULED range – the U8, U7 and U6.

Hisense

HOME APPLIANCES GET SMARTER

Hisense also introduced a new generation of intelligent appliances spanning the kitchen, laundry and air conditioning, designed to work seamlessly through its unified smart home platform, ConnectLife.

BELOW: Hisense

The ConnectLife platform has been enhanced with AI-powered specialised assistants to learn user habits and automatically manage everyday tasks. For example, adjusting air conditioning based on occupancy and indoor air quality, while recommending meals and wine pairings in the kitchen or optimising washing performance for fabric types in the laundry.

Among the new product launches is the Hisense PureSmart fridge offering dual high-resolution displays – a 21-inch screen for content, apps and smart home control and a 3.5-inch display for core refrigerator functions. Other key features include antibacterial guard coating, metal-tech cooling, metal glide drawers, UV water treatment technology and deep-freeze capabilities. Fully integrated with ConnectLife, the refrigerators can recommend recipes, guide food preparation, suggest wine pairings and more.

Hisense also presented the new Series 9 smart dishwasher with a 6.86-inch intelligent touch display and AI Super Wash technology that automatically detects load size and soil levels, adjusting detergent, water usage, temperature and cycle duration. In addition to a triple-spray arm system and multiple wash zones, the Smart Dry system features a door fan and optimised condensation channels to thoroughly dry dishes.

The ConnectLife platform has been enhanced with AI-powered specialised assistants to learn user habits and automatically manage everyday tasks.

Samsung

ANNOUNCES WORLD-FIRST 130-INCH MICRO RGB TV

The major announcement for Samsung’s TV business was what the company claims to be the world’s first 130-inch Micro RGB TV (R95H), housed in the company’s Timeless Frame, an evolution of its 2013 Timeless Gallery design, which sees the screen appear to float within its borders.

The R95H is powered by the Micro RGB AI Engine Pro, Micro RGB Colour Booster Pro and Micro RGB HDR Pro to enhance tones and refine contrast, delivering vivid colour and subtle detail, supported by Glare Free technology to minimise reflections. With Micro RGB Precision Colour 100, the display delivers 100% of the BT.2020 wide colour gamut.

Samsung also showcased its next-generation OLED, the Samsung S95H OLED, successor to the 2025 S95F OLED. The S95H is the first Samsung OLED TV to offer access to

the Samsung Art Store with a choice of up to 5,000 images. Alongside a new design was improved brightness and a better OLED Glare Free coating, plus more HDMI 2.1 ports than ever.

Commenting on Samsung’s vision for the Australian TV market, Samsung Australia director of audio visual, Simon Howe detailed a strategy built on two key pillars – the democratisation of Micro RGB technology and the transformation of the screen into a professional-grade AI hub.

“In 2026, Samsung will launch two distinct series of RGB technology into the Australian market, ranging from 55-inch models up to 115-inch, and the flagship 130-inch model scheduled for arrival in the second half of the year. It allows us to offer the full spectrum of this technology across multiple price points for the first time.”

In 2026, Samsung will launch two distinct series of RGB technology into the Australian market, ranging from 55-inch models up to 115-inch, and the flagship 130-inch model.

Samsung

DEBUTS VOICE-ACTIVATED FRIDGE

Samsung presented a new Bespoke AI Refrigerator Family Hub, equipped with upgraded AI Vision enhanced with Google Gemini and Google Cloud. An updated camera can recognise food items to suggest recipes or prompt users before food expires. Through the Family Hub interface, users can also query the fridge on specific inventory levels, such as checking milk stock while at the supermarket.

The hardware highlight of the new range is hands-free operation thanks to voice-activation for opening and closing the door. Samsung’s Bixby assistant handles the voice commands to actuate the doors. Either the left or right door— orboth – can be opened or closed individually. On command, the doors open to a full 90 degrees, a step up from previous versions that only cracked the seal. The doors can also be opened or closed with a simple nudge or tap.

LG

TV INNOVATIONS HEADLINED BY UPDATED G6

LG has refreshed its OLED TV range with updates to its G and C series, with the launch of the ultra-premium OLED evo G6 and more value-packed OLED evo C6.

The updated G6 takes a step forward with 20% higher brightness via an updated tandem panel and less screen reflectivity than its LG G5 predecessor. Hyper Radiant Colour technology improves black, colour, and brightness while lowering reflection. The Alpha 11 AI Processor Gen3 and AI assistance are complemented by gaming features including 120Hz cloud gaming and ultra-low latency Bluetooth controller support.

In the C6 range, the LG C6H brings some of the company’s flagship technology from the G series, including Hyper Radiant Colour technology, while the LG C6 has the same panel as the LG G5.

LG has also revived its ‘Wallpaper Design’ – first introduced in 2017 – with the new LG OLED evo W6, now combined with true wireless connectivity and on select models, the company’s most advanced picture innovation yet. Hyper Radiant Colour technology. Powered by Brightness Booster Ultra, the TV achieves luminance levels up to 3.9 times brighter than conventional OLEDs. A 9mm thin body is made possible by the miniaturisation of essential components and a complete re-engineering of its internal architecture.

Another innovation was the LG Gallery TV, a dedicated canvas completed by the LG Gallery+ service, which offers a library of over 4,500 monthly-refreshed works, ranging from fine art to cinematic scenes, game visuals, and animations. Gallery Mode optimises colour and brightness to reproduce the visual texture of original masterpieces thanks to a specialised screen that reduces glare and minimises reflections.

The Gallery TV features a flush-mount design with customisable magnetic frames and is powered by LG Mini LED technology and the Alpha 7 AI Processor, combining 4K visuals with AI Sound Pro audio.

LG MAKES ADVANCES IN HOME ROBOTICS

The LG CLOiD home robot represents the company’s ‘Zero Labour Home’ vision where intelligent machines handle everyday chores through robotics and connected home integration. On the show floor, the LG CLOiD performed household tasks such as folding laundry, communicating with the fridge about ingredients inside, switching on the oven after recognising that the planned recipe required pre-heating, and turning on the air conditioning.

The core of LG CLOiD is ‘Physical AI’ technology, which combines data from images and video into structured data designed for Machine Learning analysis, before taking actions. The technology has two main components: a Vision Language Model (VLM) that converts images and video into structured, language-based understanding and Vision Language Action (VLA) which translates visual and verbal inputs into physical actions.

The LG CLOiD performed household tasks such as folding laundry, communicating with the fridge, switching on the oven and turning on the air conditioning.

Tineco

PRESENTS NEW SMART CLEANING RANGE

Tineco showcased a new line-up of floorcare solutions at CES 2026, bringing together enhanced performance, refined design and advanced technology. This year, Tineco moved beyond the traditional booth format to create an immersive space designed to reflect how people live and interact with their homes. The company presented multiple experiential zones, each crafted around unique product identities and contemporary living concepts.

The Innovation Lab was a futuristic, cyberpunkinspired environment illuminated with LED accents and bold lighting showcasing the FLOOR ONE S9 Scientist. Highlighting Tineco’s technical expertise, the S9 Scientist features intelligent mess detection with Tineco’s iLoop Smart Sensor and high-temperature deep cleaning for precision removal of tough stains.

With design-forward living spaces in mind, The Creative Studio incorporated the FLOOR ONE Station S9 Artist, which blends elevated aesthetics with advanced care performance. Its StreakFree Scraper promises a streak-free finish, while HydroBurst technology uses a high-pressure angled water jet to tackle heavy and dried-on stains. The Smart Refresh Station that automatically replenishes hot water is complemented by the FlashDry self-cleaning system.

The FLOOR ONE i7 Fold floor washer was found in The Urban Retreat as its designed for compact, upscale urban homes and tailored to fast-paced, space-conscious lifestyles. The i7 Fold weighs under 3.6kg and features a slim, foldable design for easy storage and a 180-degree foldable base to reach beneath low furniture.

The Flagship Residence presented the FLOOR ONE S9 Master, setting the standard for modern luxury living and representing Tineco’s highest level of performance with a 180-degree lay-flat profile, wide-angle DustReveal lighting, anti-tangle brush technology, and a responsive colour-shifting display for real-time cleaning guidance.

Roborock

SHOWCASES STAIR-CLIMBING ROBOT VACUUM

Roborock went viral with a new concept robot vacuum featuring legs to climb stairs. The Saros Rover is a two-leg plus wheels robot vacuum that can raise and lower each leg independently to mimic bipedal walking.

Appliance Retailer was part of the crowds watching the Saros Rover climb a set of stairs Roborock had set up. While more a proof of concept than a product likely to launch in 2026; it did capably execute the trek up the stairs and show how it would vacuum each stair as it went.

Roborock also announced the new Roborock Saros 20, Saros 20 Sonic, and Qrevo Curv Flow 2 robot vacuums. The Saros 20 Sonic was a highlight as a combination mop and vacuum featuring an upgraded VibraRise mopping system, which adds sonic scrubbing along edges to clean as close as zero millimetres against obstacles and edges. Roborock has also added a motorised roller mop to its range with AI-powered dirt detection to clean up bigger messes.

The Tineco i7 Fold weighs under 3.6kg and features a slim, foldable design for easy storage and a 180-degree foldable base to reach beneath low furniture.

Floorcare

ROBOTICS | CORDLESS STICKS | BAGGED VACUUMS | FLOOR WASHERS

eufy Robovac

Omni C28

Effortless Clean on Every Surface.

Smart Value.

The rush to robotics continues

BY KYMBERLY MARTIN

Anker has seen strong momentum in the floorcare category over the past 12 months, driven largely by growing consumer demand for automated and intelligent cleaning solutions. While traditional stick and barrel vacuums remain relevant, robotic vacuum cleaners have been the standout growth segment with increased household penetration. Consumers are not just entering the category for the first time; many are upgrading to more advanced models with enhanced navigation, suction power and automation.

The floorcare category, particularly robotic vacuums, has shown steady growth in Australia with a strong preference for hands-free cleaning solutions and automated floor tools seeing a 43% increase in adoption, according to Ash Khosla from Dreame, as consumers value robots offering mapping, obstacle avoidance, and self-cleaning capabilities.

The global floorcare market is expected to grow from $5.27 billion in 2024 to $6.65 billion by 2033, at a 2.61% CAGR. The Asia-Pacific region, including Australia, accounts for close to one-third (29%) of global market volume, driven by urbanisation and rising disposable incomes with 41% of buyers opting for AI-integrated devices, he said.

According to Karen Powell from ECOVACS, in Q2 2025, the company’s robotic vacuum cleaner sales in Europe and the US grew by more than 85% yearon-year confirming “the reality of robotics uptake worldwide”. AI looks enticing too. “From an industry perspective, AI is at the heart of where floorcare is heading,” she said.

Another perspective on the floorcare market came from Samsung’s Rachel Carter. Samsung insights revealed the cordless stick vacuum market grew 11% while the robot vacuum category grew 5%, year-onyear. “Also, one in three Australians now own multiple vacuum cleaners with over 87% of robot vacuum owners having at least one other type of vacuum at home as well,” she said.

Other key Samsung insights for the category were that powerful suction ranks as the most important feature for canister/ barrel vacuums (62%) and cordless stick vacuums (59%). Overall, 58% of consumers agree powerful suction is the most important feature when considering buying a new vacuum. Battery life is also a critical feature for cordless vacuums (56%) and robot vacuums (47%), while 49% of consumers prioritise durability and reliability for their next vacuum purchase.

Designed for Deep Cleaning

“

Consumers are increasingly prioritising products that require minimal intervention and deliver consistent, reliable results across mixed floor types and complex home layouts.

”

ANKER INNOVATIONS

Harold Xu

Head of Marketing

One of the most significant trends Anker Innovations has observed is the shift towards smarter, AI-driven robot vacuums. “Consumers are increasingly prioritising products that require minimal intervention and deliver consistent, reliable results across mixed floor types and complex home layouts,” Harold Xu said.

Key behaviours include a growing expectation for hands-free automation, including self-emptying, self-washing and auto-drying systems; increased awareness of AI obstacle avoidance, especially in homes with pets, children or cluttered spaces and demand for multi-surface performance, with consumers wanting one solution for hard floors, carpets and rugs; and a preference for products that integrate seamlessly into daily life via apps, voice assistants and smart home ecosystems.

Within the eufy ANZ portfolio, robotic vacuum cleaners now represent one of its fastest-growing appliance categories year-on-year. “We are also seeing steady retail growth driven by the launch of more competitive products with advanced features such as AI navigation, automated maintenance and all-in-one base stations. Consumer research consistently shows that reduced manual cleaning effort and time savings are the primary purchase drivers,” he said.

Over the past year, eufy has expanded its floorcare range with next-generation robotic vacuum and mop systems designed specifically for Australian and New Zealand homes. These products focus on stronger suction, improved edge cleaning,

eufy Robot

Vacuum Omni C28

` HydroJet self-cleaning roller mop with 24 spray ports and built-in scraper for continuous mop washing

` 15,000Pa high-power suction tackles dust particles, hair, pet food and fur

` DuoSpiral brushes capture hair effectively keeping the roller brush tangle-free

` All-in-one station for hands-free cleaning, selfwashing, hot air drying and dust emptying

` iPath 2.0 laser navigation detects obstacles as small as 2cm by 2cm

RRP: $1,499.95

smarter obstacle recognition and fully automated cleaning stations that significantly reduce ongoing maintenance for users.

In 2026, eufy’s go-to-market strategy will centre on education-led retail partnerships. “We are focused on helping retailers clearly communicate the value of intelligent automation through instore demos, simplified messaging and strong visual merchandising. Product storytelling will highlight lifestyle benefits – time savings, handsfree convenience and reliable performance –rather than just technical specifications,” he said.

Anker will continue to support retail partners with clear product tiering to simplify range navigation; strong launch support and retailexclusive initiatives; ongoing training to ensure staff confidence at point of sale; retailer support materials, including product training videos and feature explainers on Anker Academy; QR codes linking to demonstrations and setup guides and downloadable PDFs covering key features, use cases and comparisons.

“Floorcare consumers are increasingly informed and outcome-driven, and retailers who can clearly demonstrate how intelligent automation improves everyday life will win. eufy’s role is to make that story simple, compelling and easy to sell – supported by reliable products, premium experiences, and real value,” Xu said. AR

HITACHI

Eddie Gaymer National Sales Manager

For Hitachi, the floorcare category has delivered a solid and resilient performance over the past 12 months and is continuing to grow despite broader cost-of-living pressures. Hitachi re-entered the floorcare category with the launch of new stick vacuums and robot vacuums in time for the 2025 Christmas period.

“Our latest stick vacuums are lightweight yet powerful, featuring strong suction and extended battery life, making them ideal for everyday cleaning. Alongside this, our new robot vacuums offer advanced navigation, mopping functionality, multiple cleaning modes, and app connectivity, supporting households that want to automate floorcare and save time during busier periods,” Eddie Gaymer said.

“Growth has been led by cordless stick vacuums and robot vacuums. Lightweight stick vacuums continue to perform strongly too as everyday cleaning solutions, valued for their convenience, manoeuvrability, and versatility across different home types,” he said. “At the same time, robot vacuums have seen increased uptake, particularly models offering mopping functionality and smart features, as households look to automate cleaning and reduce time spent on chores.”

Hitachi

LDS Robot Vacuum Cleaner

RV-X20DPBKCG

` LDS navigation mapping

` Automatic dust disposal system

` Powerful suction power up to 5,000Pa

` Up to four hours of battery life

` Wi-Fi connectivity to HomeDirect app

RRP: $999

“

Across all segments, the consistent theme is convenience and performance, balanced with value for money.

”

While traditional bagged and bagless vacuums remain stable, particularly for deep cleaning and larger homes, the strongest momentum has clearly shifted toward convenience-led solutions. “Overall, consumers are making more considered purchases, but they are still willing to invest in floorcare products that deliver efficiency, performance, and value for money. For retailers, the past year has reinforced floorcare as a dependable category with ongoing growth opportunities driven by innovation, automation, and everyday practicality.”

According to Gaymer, two clear trends are shaping the category. First, lightweight cordless stick vacuums remain highly popular, valued for their ease of use, manoeuvrability, and effectiveness for everyday cleaning. Second, interest in robot vacuums is growing, particularly models with dust collection systems, as families look to automate floorcare and free up time during busy periods.

“Across all segments, the consistent theme is convenience and performance, balanced with value for money. Consumers are making more considered choices but continue to prioritise products that deliver efficiency and ease. For retailers, this highlights an opportunity to showcase floorcare solutions that support quick clean-ups, effortless maintenance, and homes that are always guest ready,” he said.

“By delivering a balanced portfolio that spans both everyday stick vacuums and premium robot solutions, Hitachi is well positioned to meet evolving consumer needs and capture demand across multiple segments of the floorcare market,” he said.

For 2026, Hitachi’s go-to-market strategy for the floorcare category is built around three key pillars – value, education, and trust. “As households increasingly seek products that balance strong performance with long-term reliability, our focus is on clearly demonstrating that Hitachi delivers both. We are supporting retailers with a simple, compelling message – Hitachi floorcare products are underpinned by reliable Japanese engineering and backed by a market-leading three-year warranty.” AR

The All-New eufy C28 Omni features the self-cleaning Hydrojet rolling mop, making it our best value robovac ever

DEEBOT X11 OmniCyclone

` Industry-first PowerBoost battery technology for fast/ instant charging

` Ozmo Roller 2.0 self-cleans as it mops

` Blast suction technology

` OmniCyclone station for bagless emptying into PureCyclone cylinder

` Inbuilt Agent YIKO traditional voice assistant RRP: $2,999

ECOVACS ROBOTICS

Karen Powell Regional Director

– ANZ

2025 was a strong year for home robotics and the floorcare category but competition is becoming increasingly aggressive as it becomes harder for brands to stand out, according to Karen Powell.

“ECOVACS is focused on addressing real consumer pain points, with R&D tailored toward solutions that address key areas essential to the home robotics experience. This can be seen following the introduction of key innovations across our product range in 2025, such as Ozmo Roller Mopping, PowerBoost charging that addresses pain points around larger home footprints and Blast suction for picking up all types of debris,” she said.

“We have close to 1.6 million global users of products featuring our pioneering Ozmo Roller technology, and DEEBOT X Series sales have exceeded 3.1 million units.

“This user-centric focus was reinforced at CES 2026, where we unveiled our brand idea, ‘Created for Ease’ that underpins our full range of products across categories. Consumers prioritise top-ofthe-line, flagship products in their shopping, confirming the value in innovation.

“From an industry perspective, AI is at the heart of where floorcare is heading. Integrating AI and large-model capabilities is a major focus for us. Our R&D in AI helps bring our leadership in home service robotics to fruition by supporting a long-term vision of robots that seamlessly serve every home. We have close to 1.6 million global users of products featuring our pioneering Ozmo Roller technology, and DEEBOT X Series sales have exceeded 3.1 million units. This confirms the shift we highlighted recently at CES that consumers are choosing solutions that are genuinely ‘Created for Ease’.”

New product launches in 2025 were the DEEBOT X8 PRO OMNI with Ozmo Roller instant selfwashing mopping, followed by the DEEBOT X11 OmniCyclone, featuring Ozmo Roller 2.0, a highdensity nylon roller with a bagless Cylone Station and industry-first PowerBoost fast charging.

“In 2026, our focus is on clear product stories that make robotics easy to explain and choose for retailers and consumers. Our new brand idea, ‘Created for Ease’ sits at the centre of this and reminds consumers, stakeholders, and partners that the goal of this technology is how its sits alongside an everyday lifestyle.”

Product training is supplemented with in-store merchandising and displays backed by investment in core technologies and local market insights.

“ECOVACS has invested more than A$1 billion in R&D since 2018 and we are committed to supporting floorcare growth momentum with a clearly tiered range designed for Australian homes,” Powell said. AR

GROUPE SEB

Jason Borg Marketing Director

Groupe SEB said the floorcare category has delivered strong double-digit growth in Australia, rising approximately 10% year-on-year, driven by ongoing product innovation and changing household expectations around cleaning efficiency. This growth is most pronounced in premium, solution-led segments such as robotic vacuums and floor washers, as consumers increasingly prioritise convenience, time-saving appliances and multifunctional cleaning solutions.

For Groupe SEB, there are several clear trends shaping the floorcare market including rising penetration of ‘new usage’ appliances such as robotic cleaners and floor washers, particularly in metro households and dual-income families. Consumers are also shifting away from single-task products and seeking all-in-one cleaning solutions that reduce effort and cleaning time, with demand also growing for smart features, including realtime guidance, self-cleaning systems, and intuitive user interfaces.

“Hygiene remains a key purchase driver too, with consumers valuing self-cleaning rollers, hot-air drying, and cleaner water separation,” Jason Borg said, adding that another impetus is brand trust, “especially as consumers invest in highervalue appliances and expect reliability, after-sales support, and product longevity”.

Tefal is expanding its floorcare presence with new product launches planned for 2026, designed to leverage its long-standing expertise in household appliances, while addressing fast-growing consumer demand for smarter, easier floor cleaning solutions.

Consumers are also shifting away from single-task products and seeking all-in-one cleaning solutions that reduce effort and cleaning time.

Its marketing approach is built on entering a fastgrowing category with a trusted, household brand that Australian consumers already know and rely on. Key pillars highlighted by Borg include clear consumer education, strong retailer training and support, a focus on demonstrable benefits, and a selective range that simplifies consumer choice.

According to Borg, the floorcare market is evolving rapidly, with consumers actively seeking stress-free, efficient, and hygienic cleaning solutions from brands they trust. “Tefal’s entry into floorcare offers retailers the opportunity to partner with a reliable, well-established household brand, bringing credibility, innovation, and longterm category growth.” AR

Tefal Smart Cordless Vacuum and Floor Washer X-Clean 7

` Powerful two-in-one cleaning and vacuuming of wash spills, stains and dirt in one pass

` LED screen with real-time information and voice assistance

` Flat design for low areas and wall edges with self-cleaning roller

` 0.9kg in hand with self-propelled system

` Up to 50 minutes of cordless power

RRP: $999

ELECTROLUX

Irena Stojceska

Category Manager – Wellbeing

The floorcare category has experienced strong and sustained momentum over the past year, reinforced by Australians’ heightened expectations for a cleaner, healthier home, according to Electrolux. Consumers seek products featuring high cleaning performance, ease of use, and lower noise levels, that offer durability and performance.

From an Electrolux perspective, behaviours reshaping the category include the rise of cordless convenience as consumers favour lightweight, intuitive performance, an acceleration of smart and robotic cleaning as households embrace autonomous technology, and a heightened focus on wellbeing and sustainability. There is also demand for HEPA filtration, energy-efficient motors and eco-conscious design, along with appliances that are easy to store, operate and maintain.

Electrolux recently strengthened its premium cordless range with enhanced suction, improved filtration, better battery performance and modular accessories. “These innovations reflect our Scandinavian philosophy with products designed beautifully, built responsibly and engineered for homes,” Irena Stojceska said.

Electrolux Series Stick Vacuum with PetPro+ Pet Nozzle EFP81814

` Newly designed PowerPro multi-surface nozzle with unique bristles and up to 99% dust pick-up

` Up to 35 minutes of continuous cleaning using the complete unit and up to 60 minutes using the hand unit

` Advanced six-step filtration removes 99.9% of micro dust particles from indoor air

` Longer performance and less filter maintenance for sustained suction power

` Brush roll clean function easily removes entangled hair from the nozzle with one-touch

RRP: $499

“

Electrolux recently strengthened its premium cordless range with enhanced suction, improved filtration, better battery performance and modular accessories.

Recent Electrolux floorcare models include the 500 Pet bagless vacuum, the Clean 600 cannister bagged vacuum, the 800 Series stick vacuum with extra battery and charge stand, and the 800 Series cordless vacuum and clean station.

“Our strategy focuses on three pillars: premium growth through cordless and multi-surface innovation along with sustainability from durable materials and energy-efficient components, as well as delivering retail partners training, digital content and in-store support,” she said.

“As customers seek smarter, healthier and more sustainable solutions, our mission remains to deliver beautifully designed products that perform exceptionally well, while supporting retail teams with the tools to sell with confidence.” AR

“We’re also finding that consumers who previously purchased traditional vacuum and mop combinations are now upgrading to steam-enhanced solutions.

TINECO

Jade Tang

Country Manager – ANZ

Tineco continues to show strong growth, largely driven by consumer demand for innovative, hightech cleaning solutions, increasingly combined with a desire for floorcare to also contribute to a healthier, more hygienic home environment.

Tineco has seen a steady increase in consumers seeking hygienic, chemical-free cleaning solutions with retailer feedback indicating strong interest in steam-enabled floorcare from consumers, specifically, parents with young children and households with pets or products offering deeper sanitisation without extra steps or products. “This aligns with a broader category trend of consumers prioritising ‘healthy technology’, especially products that can reduce bacteria, allergens, and chemical usage in the home and steam cleaning fits directly into this trend,” Jade Tang said.

Tineco Floor One S9 Artist Steam

` HyperSteam technology heats steam up to 140°C, ensuring it reaches the floor at no less than 99°C

` HyperStretch technology with 180-degree lay-flat and ultra-slim design helps reach tight spaces

` Triple edge for cleaning against baseboards, wall edges and corners

“We’re also finding that consumers who previously purchased traditional vacuum and mop combinations are now upgrading to steamenhanced solutions, seeking higher-efficiency cleaning in a single step.”

The company’s 2026 marketing campaign will focus on introducing models for everyday cleaning that deliver proven flagship technologies for consumers to experience Tineco’s innovation regardless of budget, across entry, mid and premium price tiers.

Key proprietary technologies, such as lay-flat design, smart sensors, steam functionality, self-cleaning and self-drying systems, have been designed to address real consumer needs. Each price tier carries a clearly defined benefit proposition, ensuring differentiation without overcomplication for consumers or retail partners.

` FlashDry self-cleans brush roller with heated fresh water in five minutes

` Aesthetic design to suit modern homes

RRP: $1,499

Support for retail partners includes POS and display solutions, retail staff training and education, exclusive models, bundles, or launch windows and joint marketing investments across digital, social, and in-store.

“Tineco believes in growing the category through technology-led innovation, clear price segmentation, and delivering sustainable margins for retail partners, with differentiated, consumerrelevant technology that is in demand, easy to demonstrate and understand in-store. These features drive conversion, reduce returns, and increase customer satisfaction,” she said. AR

LG Shannon Tweedie Marketing Manager ANZ

LG is seeing strong demand for cordless handstick models that offer easy grab-and-go convenience, powerful suction, and the ability to switch between floor types without fuss. At the same time, consumers are increasingly embracing wetand-dry functionality, auto-emptying technology, and intuitive features that streamline the cleaning process from start to finish.

“Convenience remains king when it comes to household chores and Australians are looking for vacuum solutions that can keep up with their pace of life. Cleaning tools that are intuitive, compact, and require less effort to operate and maintain are the priorities,” Shannon Tweedie said.

“Handstick vacuums that double as wet mops are increasingly in demand too. Our CordZero A9X-ULTRA2 combines vacuuming with the addition of auto emptying towers and Kompressor technology that allows users to clean quickly and efficiently, while emptying less, saving time and minimising contact with dust.

“We’re also seeing consumers gravitate towards smart features that enhance ease-of-use. With the LG ThinQ app, users can monitor cleaning performance, receive maintenance alerts, and optimise settings to suit their needs. This approach reflects our global approach to AI, known as ‘Affectionate Intelligence’, where technology and AI acts as a helpful partner in daily life.”

Design continues to influence buyer decisions, too, she said. From sleek, space-saving towers to thumb-controlled buttons and telescopic pipes for better ergonomics, consumers are investing in appliances that look good, feel intuitive, and work seamlessly with their home environments.

LG recently launched a refreshed line-up of its CordZero models, which range from entry level to premium models. The top of the range is the CordZero auto emptying handstick with LED Spray Mop + Dual Floor Max Nozzle. This flagship model is designed to support the evolving needs of Australian households by combining powerful suction, advanced dust management, and multi-surface versatility. The new line-up is part of its broader 2025 range expansion, which delivers solutions for a variety of living spaces and cleaning needs.

LG CordZero Handstick with Spray Mop A9X-U

` Automatically empties dustbin into a 2.5L sealed bag

` Seamlessly switches between carpet and hard floors with LED-lit spray mop

` Delivers up to 280W suction power in turbo mode in a lightweight 2.9kg

` ThinQ smart functionality for remote operation via the LG app

` Five-step filtration system captures fine dust and allergens with dust bin capacity from 0.5L to 1.25L

RRP: $1,599

In 2026, LG will be focusing on showcasing the flexibility, innovation, and real-life benefits of the CordZero A9X/L range.

LG will continue to educate consumers on the smart features and powerful performance offered across the line-up, with a spotlight on its newest hero model, the A9X-ULTRA2, supported with digital, in-store and trade campaigns that provide retail partners with the right tools and training to communicate value. The LG training team also offers ongoing face-to-face training having recently completed its national training roadshow.

“Our message is that there is a CordZero handstick vacuum to suit every Australian lifestyle. Whether it’s a quick weeknight tidy-up or a weekend deep clean. For retailers, this means a compelling range for customers that delivers innovation, convenience, and flexibility, with options for every customer type. From first-home buyers to busy families, LG floorcare is designed to make life easier and better, one clean at a time,” Tweedie said. AR

DREAME

Ash Khosla Sales Director

The floorcare category, particularly robotic vacuums, has shown steady growth in Australia with a strong preference for hands-free cleaning solutions and automated floor tools seeing a 43% increase in adoption, according to Dreame, as consumers value robots offering mapping, obstacle avoidance, and self-cleaning capabilities.

“Consumers are also prioritising durability and adaptability to mixed floor types, as well as lownoise operation,” Ash Khosla said.

In October 2025, Dreame launched three robot models including the Matrix10 Ultra with an industry-first multi-mop switching dock and three-solution compartment that automatically adapts to different areas for pet odours, wood floors, and general cleaning. The Aqua 10 Ultra Roller & Track claimed to be the first robotic vacuum combining fresh water mopping with automatic carpet protection technology from TrackSync, Dreame’s first fresh water cleaning system. Finally, the H16 Pro Steam, Dreame’s first dual-arm, dual-heat floor cleaner with dual AI robotic arms to remove 100% of sticky solid mess and reach triple edges, while 200°C steam delivers 99.9999% chemical-free sterilisation and 90°C water dissolves grease and Omni 2.0 auto-senses that adapts to different floor types for optimised cleaning. A 90-degree foldable tube and four-stage extension reaches low spaces with 140-degree CelesTec lighting for detecting hidden dust in bright and dim areas.

“Australia will be a strategic priority market for Dreame in 2026, with increased local investment intended to strengthen brand presence with retail collaborations and e-commerce platforms. Digital tools such as QR codes and tutorials to highlight key features like AI navigation and eco-friendly design,” Khosla said.

“There are interactive demonstrations, videos showcasing product capabilities, digital resources such as QR codes linking to product specs and tutorials, often provided through retailer portals; training modules including PDFs and retail conference, plus training focused on key selling points, such as suction power, battery life, and eco-features. Dreame is committed to supporting retailers with highquality products and collaborative strategies to maximise mutual growth.” AR

Dreame Matrix10 Ultra Multi-Mop

Switching Robot Vacuum

` Three-solution compartment for multi-purpose cleaning

` 100°C ThermoHub self-cleaning mop

` ProLeap 8cm obstacle crossing

` HyperStream detangling DuroBrush

` 30,000Pa suction

RRP: $2,999

SHARK

Ben Lovitt Marketing Director

Shark said the floorcare category has delivered steady value growth, despite ongoing cost-ofliving pressure, driven by consumers trading up into cordless, wet-and-dry, and smart floorcare solutions rather than entry-level products. “The category has proven resilient, with floorcare remaining a non-discretionary household purchase, particularly as Australians prioritise hygiene, convenience and time efficiency,” Ben Lovitt said.

There has been a clear shift toward powerful cleaning performance, with convenience, versatility and technology that works intuitively around their homes. “From cordless innovation to products that adapt seamlessly across different floor types, shoppers are prioritising time-saving design without compromising on results.”

Shark is developing floorcare solutions that combine deep-cleaning performance with smart, user-led features, ensuring cleaning fits effortlessly into modern lifestyles.

Shark PowerDetect Clean & Empty

` Automatically empties and charges dustbin, minimising dust exposure by 1,000 times

` DirtDirect automatically boosts suction

` Up to 70 minutes of runtime for whole-home cleaning on one charge

` Reverse Cleaning captures debris forward and in reverse for a faster clean

` FloorDetect identifies different floor types, adjusting suction power and brush roll speed

RRP: $1,199

“

Retailers are also seeing higher attachment to premium features, such as auto-empty docks and multi-surface cleaning, indicating that consumers are prioritising convenience and performance over price.

”

“Cordless vacuum cleaners now account for the majority of floorcare value sales, reflecting the ongoing shift away from corded models. Retailers report that premium cordless and wet-and-dry machines are among the fastest-growing segments by value, even as overall unit volumes stabilise. Retailers are also seeing higher attachment to premium features, such as auto-empty docks and multi-surface cleaning, indicating that consumers are prioritising convenience and performance over price,” he said.

Shark has expanded cordless vacuum models with enhanced suction and runtime, including PowerDetect cordless systems with auto-empty bases, in addition to premium stick vacuums with DirtDetect technology, that automatically adapts to hidden dirt, for deeper cleaning performance across carpet and hard floors. Shark all-in-one and portable ranges now include units that handle wet and dry messes, stain-specific cleaners and spot cleaners for upholstery, stairs and quickclean moments. “Together, these new products help retailers offer a stronger mix of performance, convenience and innovation that meets both everyday cleaning demands and the growing preference for cordless, technology,” he said.

Floorcare remains a high-interest category for shoppers who want products that save time and deliver results at home, and retailers have a strong opportunity to help customers understand what different technologies can offer and how the right vacuum or cleaning system can make everyday life easier. “Highlighting suction power, runtime, versatility and features like auto-empty bases or wet-dry cleaning helps customers feel confident in their purchase, and shoppers are prepared to invest when they understand the benefits.

“Shark is committed to supporting retailers with products, training and messaging that make floorcare simple to shop,” Lovitt said. AR

MIELE

Nicola Debono Category Marketing Manager

The floorcare category has continued to perform strongly over the past 12 months, supported by steady consumer demand and ongoing innovation across the segment, according to Miele. While households are spending more thoughtfully, investment in high-quality, long-lasting appliances remains a priority.

One of the most enduring shifts that Miele has observed is a continued focus on home hygiene following Covid, which has translated into more frequent deep cleaning and greater awareness of indoor air quality and allergens, Nicole Debono said.

At the same time, consumer expectations have evolved. Shoppers are increasingly looking for floorcare solutions that combine powerful cleaning with premium design, advanced filtration, quiet operation and intuitive usability. “There is also a growing appreciation for appliances that are built to last and support a healthier home environment, rather than short-term, disposable solutions,” she said. “Consumers expect their vacuum cleaner to work intelligently and seamlessly within their lifestyle, not just deliver suction.”

Miele Guard L1 Comfort XL

` ComfortFit dustbag system with a secure dust-tight seal

` Parquet Twister XL 41cm floorhead for large hard floors

` DynamicDrive rollers for quiet and gentle movement

` HEPA AirClean filter captures 99.999% of dust and allergens

` App integration for smart and effortless maintenance tracking RRP: $1,199

In September 2025, Miele launched the Guard series, a next-generation range of premium bagged cylinder vacuum cleaners that blend elegant design with high-performance cleaning. The range includes three tiers tailored to different lifestyles: The Guard S1 is light and compact designed for quick cleans and smaller spaces; the Guard M1 is powerful and versatile, building on the legacy of the Complete C; and the Guard L1, described as the ultimate in convenience and innovation, is for households that expect the best.

The Guard series will remain a key focus for Miele in Australia throughout 2026. As a significant evolution in its floorcare portfolio, Guard represents a new era of hygienic, efficient and refined cleaning. “Our go-to-market approach includes an integrated campaign that supports retail partners and consumers, with a strong emphasis on education, in-store engagement and storytelling around performance, filtration and long-term value,” Debono said.

“Australians are cleaning more often and with greater intent, driven by heightened awareness of allergens, pet hair and overall home hygiene. With one in five households affected by allergies and one in three owning a cat or dog, consumers are actively seeking floorcare solutions that deliver superior filtration, convenience and peace of mind,” she said, adding that the launch of the Miele Guard series responds directly to these needs. “By combining powerful performance, refined design and advanced dust containment, Guard enables retailers to offer a premium, future-ready solution that aligns with today’s hygiene expectations while driving incremental value within the category.” AR

“Shoppers

are increasingly looking for floorcare solutions that combine powerful cleaning with premium design, advanced filtration, quiet operation and intuitive usability.

SAMSUNG

Rachel Carter Head – Home Appliances Division

According to Samsung, 2025 marked a consumer shift where focus was on daily convenience over long-term value for the first time in a few years. This shift came at a time when technological innovation in the floorcare category took a big step forward, offering consumers the ability to automate the labour-intensive chore of cleaning the floor, in addition to reaching new suction power performance limits.

Over the past year, Samsung has seen consumers transition from barrel or canister model vacuums to cordless stick vacuums due to improving battery life and suction performance which continue to be the most important features for those considering a new vacuum.

New trends that emerged in 2025 included a rising consumer expectation for one vacuum to perform well across various surfaces in the home, from carpet, rugs and tiles to floorboards and more. Lightweight and easy to clean were also features that moved up the ladder of importance yearon-year, reflecting an acknowledgement from consumers that less cumbersome stick vacuum form factors are increasing in preference.

Samsung Bespoke AI Jet Ultra Stick Vacuum VS90F40DBG

` 400W of suction power for intensive cleaning

` AI Cleaning Mode 2.0 automatically adjusts suction power

` Five-layered filtration system traps up to 99.999% of dust

` Up to 100 minutes of uninterrupted cleaning

` LED lighting to highlight dust

RRP: $1,699

In 2026, it will be common for Australian households to have both a robot vacuum and a stick vacuum at home as complementary appliances.

“Specifically for robot vacuums, it is important for consumers to understand that security should be a priority consideration,” Rachel Carter said.

“Many robot vacuums on the market are Wi-Fi enabled with in-built cameras, offering consumers a way to see inside their homes from their phone, but other brands do not have multilayered security protecting the appliance from outside interference. The Bespoke Jet Bot Combo

AI’s Knox security feature is certified by TUV Nord, providing consumers with enhanced and differentiated assurance that the data is devicebased and encrypted and receives secure and ongoing software updates.” AR

ROBOROCK

Bianca Bai Marketing Manager – ANZ

Over the last 12 months, the floorcare category has shifted from single-device ownership to multiple cleaning solutions, according to Roborock. Rather than choosing between robots or manual vacuums, more households are buying multiple complementary devices, with robot vacuums increasingly used for daily, hands-off maintenance, while stick and wet & dry vacuums remain essential for spot cleaning and deeper, more intentional cleans.

This reflects changing household needs like busy schedules, mixed floor types and pets that are driving demand for convenience, efficiency, and flexibility, “As a result, floorcare category performance has been supported by multi-device adoption, with growth coming from consumers building a complete home-cleaning system instead of replacing one product with another,” Bianca Bai noted.

To meet the full range of consumer needs, Roborock launched several new vacuums in the past year, spanning affordable models through to premium, top-of-the-line offerings.

“In September 2025, we introduced the Qrevo Curv 2 Flow robotic vacuum and the F25 Ultra Wet and Dry handheld vacuum. The Qrevo Curv 2 Flow comes with the Spira-Flow Real Time Self-Cleaning Mop which can clean itself while

Roborock Saros 20

` StarSight Autonomous System 2.0 with enhanced 3D sensing and obstacle recognition

` Industry-leading threshold crossing with AdaptiLift Chassis 3.0 that can climb up to 4.5cm

` Hands-free cleaning maintenance with RockDock base station

` Powerful suction in dual anti-tangle design with 35,000Pa suction power

` FlexiArm technology helps reach edges and corners

RRP: TBA

cleaning the floor, offering a fresh mop every time. The F25 Ultra provides deep-cleaning versatility for hard-to-reach areas, combining dual 150-degree steam and 86-degree hot water cleaning in a single device.”

Fresh from CES 2026 was the launch of the Roborock Saros 20 with new AdaptiLift Chassis 3.0, and the Roborock F25 ACE Pro, featuring next-gen advanced foaming technology. The Saros 20 is expected to land in Australia in the first half of 2026.

“Floorcare is no longer just about selling a product, it’s about offering consumers a complete, connected cleaning ecosystem that fits their diverse lifestyles and needs. Whether it’s robot vacuums for daily hands-free maintenance, wet & dry vacuums for deeper cleans, or cordless models for quick spot cleaning, Roborock’s portfolio addresses the full spectrum of consumer demands,” Bai said. AR

“

Floorcare is no longer just about selling a product, it’s about offering consumers a complete, connected cleaning ecosystem. ”

“

Although traditional dry vacuums may have significant household penetration, there is still a robust replacement market plus the opportunity to significantly supplement growth by increasing household penetration of wet cleaning devices.

BISSELL

Chris Egan

Managing Director – Oceania

Bissell said the floorcare category has performed well, demonstrating ongoing resilience to uncertain conditions as growth patterns among segments have varied. A shift from traditional cleaners to high performing, intelligent and easily maintained devices is helping to fuel consumer interest and growth. “Although traditional dry vacuums may have significant household penetration, there is still a robust replacement market plus the opportunity to significantly supplement growth by increasing household penetration of wet cleaning devices,” Chris Egan said.

Recent Bissell innovations include the new PowerClean stick vacuums launched in mid-2025 with powerful suction, freestanding convenience, effective anti-tangle hair management and industry-leading illumination. With removable

Bissell CrossWave Edge Cordless Cleaner

` Vacuum and mop at the same time

` Multi-surface cleaning for hard floors and rugs

` Cleans over 150 square metres on a single charge

` Clean to edge with zero gap technology

` Tangle free technology and antimicrobial filter

RRP: $449

long-life batteries, including one model with two batteries, these have generated strong consumer interest and will be supplemented by a newly featured model, the CrossWave Edge cordless cleaner, in early 2026.

Bissell continues to actively assist retail partners via omnichannel market activities including offline and online media, in-store displays, traffic-driving consumer promotions and a national field salesforce visiting trading partners daily. Supporting these are the development of online training platforms to inform and educate about new products, segment trends and to refresh knowledge.

Floorcare is a growth category with Covid helping to reinforce the importance of hygiene at home or at work. Enhanced battery performance, increased product automation, new innovations and selfclean features, are making “the clean-up after the clean” more efficient and timesaving. “Bissell delivers on all of these attributes together with an impressive product portfolio appealing to all users for all surfaces including carpet wet clean, soft and hard surface wash and sanitise, plus traditional dry vacuum products,” Egan said. AR

Mother’s Day

KITCHEN APPLIANCES | PERSONAL CARE PRODUCTS

More time to relax

Smeg’s Galileo multicooking technology simplifies everyday cooking, letting households reclaim time for connection, rest, and what truly matters.

OUTLOOK

The gift of effortless everyday living

BY KYMBERLY MARTIN

This Mother's Day, Smeg is focusing on giving time back to mums by allowing cooking to become a shared experience. The brand recognises that the kitchen can easily become a pressure point, particularly for mums who are responsible for not just the cooking, but the planning, timing and coordination behind it. Smeg’s Galileo technology quietly shifts that dynamic by removing complexity without removing control.

“Features like SameTime allow multiple dishes to be cooked simultaneously and finish together, while SmartCooking builds on this by offering a curated library of 150 pre-programmed recipes, guiding users step by step to consistent, dependable results,” Rodney Manauzzi said.

“Steam technology locks in flavour, preserves the natural goodness of ingredients and elevates everyday cooking without demanding extra effort. Vegetables retain their texture and vibrancy, leftovers reheat without drying out, and pizzas crisp evenly on the custom refractory stone. The delta T function manages temperature changes for delicate proteins and baked goods to ensure refined results.

“For households where mum is typically the most experienced cook, others can step in with confidence, using the technology to create meals that feel considered and well executed, rather than experimental.”

Benchtop appliances and personal care devices are also a hotly anticipated purchase for Mother’s Day with benchtop appliances delivering a solid performance in the last 12 months as multi-functionality and healthfocused features continue to guide consumer spending, according to new data from NielsenIQ, which has also shown air fryers as a key growth driver for the category. Interestingly, despite their growing popularity, not all Australian households own an air fryer. Recent consumer research revealed that more than 40% of air fryers purchased in the past year were bought by firsttime users, highlighting potential for further household penetration. Shoppers in the category tend to look for the right basket option and capacity, easy-to-use interfaces, simple cleaning features, and designs that integrate naturally into their kitchen space.

Moving to personal care, hot air stylers – one of the largest product segments – have become more affordable with the average price now around $260. Hair straighteners are also gaining traction, recording strong double digit year-on-year growth. Intense Pulsed Light (IPL) devices are another growth segment for consumers looking at a salon-style experience at home with demand usually peaking during promotion periods.

SMEG

Rodney Manauzzi

Training & Product Manager

Mother’s Day is one of the most significant gifting occasions in the retail calendar for Smeg. “For 2026, we anticipate Mother’s Day to continue driving strong demand, not only across our core breakfast, coffee, and food preparation categories, but also for Smeg’s Galileo technology,” Rodney Manauzzi said.

Smeg has seen growth in ‘considered gifting’, with consumers shifting away from short-term or novelty purchases, opting for products that provide lasting value. There is also a strong preference for products that support at-home routines, such as allowing cooking to move from a one-person responsibility to a shared experience across the household.

“In the context of Mother’s Day, the value of Smeg’s Galileo technology becomes particularly clear. Galileo ovens help remove the expectation that mum must be the one orchestrating every meal, every occasion. Instead, the ovens enable a more balanced approach, one where partners and family members can take ownership in the kitchen with one click from any 150 pre-set recipes,” Manauzzi said.

“The greatest benefit is time reclaimed from the kitchen and redirected towards connection, rest, or enjoyment. From weekday dinners to celebratory meals, Galileo multi-cooking technology supports the user quietly and intuitively, reducing effort while maintaining quality. It gives households the confidence to cook well together, without relying on one person to make it happen.”

Smeg’s Mother’s Day activity will involve coordinated in-store activities, visual merchandising, product demonstrations, and targeted promotional offers. Manauzzi said consumers can expect a range of valueadded incentives, including gift-with-purchase opportunities, selected promotional pricing, and limited-time offers across key categories, supported by integrated marketing across both traditional and digital channels to maximise reach and conversions.

Smeg Omnichef Galileo Oven

` 150 pre-programmed recipes

` Traditional, steam and microwave technology with seven cooking combinations

` Multi-step programming for set and forget cooking

` SameTime function for coordinating up to two recipes

` Option of in-oven barbecue, air fry and stone cooking

RRP: $10,990

Training resources such as modules, product videos, QR-code-enabled content, and downloadable PDFs that provide clear, concise information on key ranges, usage scenarios, and selling tips are regularly updated and easily accessible for retail teams.

According to Manauzzi, Mother’s Day is a significant opportunity to inspire shoppers with products that blend aesthetics, functionality, and emotional appeal. “By emphasising key categories, supported by compelling storytelling, attractive presentation, and knowledgeable staff, retailers can foster meaningful engagement and achieve strong sales results.” AR

Choose one of 150 recipes, let the oven do the rest

De’Longhi Dedica Duo Espresso Machine

` Digital touch display with full-colour icons

` Café quality extraction without the café footprint

` Prepares classic espresso, cold brew or latte with commercial-style cream wand

` Compact and stylish design

` Easy transition for users from coffee drinkers to coffee crafters

RRP: $349

DE’LONGHI

Company Spokesperson

In the world of home aesthetics and ritual, few dates on the calendar carry as much weight as Mother’s Day. For De’Longhi, it isn’t just a retail peak; it’s a period defined by a shift in how consumers view the ‘gift’. Moving into the 2026 season, the data is telling a clear story – shoppers are moving away from the disposable and investing in the enduring. It has become a “a market of extremes,” according to a De’Longhi spokesperson.

This year, the category is witnessing a ‘barbell’ trend in consumer spending. While the sub$200 category remains a staple for thoughtful gestures, there is a significant, aggressive uplift in the premium $400+ sector. This suggests that Mother’s Day has evolved into a key moment for “investment gifting” where families pool resources to upgrade the morning ritual with high-tier coffee and breakfast technology.

To meet this demand, De’Longhi’s strategy for 2026 is built on inclusivity. By maintaining a diverse portfolio across price points, it will ensure that the De’Longhi experience is accessible for every budget and every type of Mother’s Day celebration.

The company’s approach this season is multilayered, designed to capture attention at every touchpoint from the initial social media scroll to the final in-store decision. This strategy includes the flagship Perfetto campaign, which continues to pulse through the season, keeping the spotlight on the one touch fully automatic coffee machines for those seeking the ultimate in bean-to-cup convenience.

There will be dedicated Mother’s Day support with specific campaigns for breakfast ranges and the new Dedica Duo will be bolstered by highimpact in-store displays and digital storytelling. Finally, the ‘Gift of Longevity’ with the return of traditional gift with purchase takes a strategic focus on machine care. AR

Beko ExpertFry Double Drawer Air Fryer FRL6488

` Double drawer air fryer

` 9.5L capacity for largescale cooking

` Simultaneous cooking with dual-basket design

` User-friendly digital screen for simplifying cooking

` Two independently controlled extra-large baskets

RRP: $399

BEKO Eddie Gaymer National Sales Manager

Beko said Mother’s Day 2026 remains a highly important retail moment, both emotionally and commercially. For consumers, it’s a meaningful opportunity to recognise mums who are under more pressure than ever; balancing work, family and the ongoing expectation to prepare healthy, delicious meals. As a result, gifting has shifted towards practical products that make everyday life easier, healthier and more enjoyable.

This aligns strongly with current home-cooking and healthy-living trends, where appliances like air fryers are valued not just as kitchen tools, but as solutions that save time and reduce effort without compromising on quality or nutrition, according to Eddie Gaymer.

Air fryers remain a fast-growing and evolving category, with increasing penetration across Australian households, Gaymer said. “Once seen as a novelty, air fryers are now everyday essentials, earning pride of place on the benchtop and becoming a core part of weekly cooking routines.”

He said consumer demand is moving towards larger, family-sized and dual-zone air fryers that offer flexibility, whether cooking bigger portions or preparing two different meals at once. For Mother’s Day, products that support healthier living, save time and simplify family cooking continue to resonate strongly.

“Our new single-drawer and double-drawer air fryers strongly align with what consumers are seeking for Mother’s Day gifting: healthier cooking, time savings and everyday versatility.” AR

Traditional, steam and microwave cooking, simultaneously.

Galileo combines traditional, steam, and microwave cooking seamlessly, allowing anyone in the household to prepare meals that feel effortless, considered, and reliably delicious.

NINJA Will Tran Senior Product Manager

Mother’s Day remains a highly important gifting moment for Ninja, as it presents a strong opportunity to drive consideration for premium, experience-led products that feel thoughtful, fun, and genuinely useful. “Shoppers are increasingly looking for gifts that create moments at home, making Ninja’s innovative kitchen solutions especially relevant,” Will Tran said.

There are several key trends shaping purchasing behaviour. These include a shift towards experience-driven gifting, where products enable shared moments rather than being purely functional; strong demand for at-home treats, driven by value-conscious consumers looking to recreate café or dessert-shop experiences at home; and a growing interest in customisation, dietary control, and versatility, including low-sugar, dairy-free and family-friendly options.

Ninja SLUSHi Professional Frozen Drink Maker

` Easy to make frozen drinks at home with no ice or blending needed

` Create drinks with just one ingredient

` 2.6L capacity

` No more watered-down drinks

` Keeps drinks frozen for up to 12 hours

RRP: $549

While Ninja doesn’t introduce products exclusively for Mother’s Day, many of its hero products naturally resonate with shoppers at this time of year. For Mother’s Day 2026, Ninja will offer limited-edition pink colourways of two popular products, the CRISPi and SLUSHi. These limited editions deliver the same trusted functionality and performance as the core range, while adding a seasonal, giftable aesthetic.

Alongside the Ninja CREAMi range, these limited edition colourways are popular gifting choices thanks to their versatility, ease of use, and family appeal. “We also see increased interest during school holiday periods, as parents look for simple, fun ways to spend time with their kids at home.”

Mother’s Day marketing activity will focus on the Ninja CREAMi, Ninja SLUSHi and Ninja CRISPi. Messaging will highlight limited-edition pink models as premium, seasonal gifting options accompanied by in-store and online storytelling, highlighting ease of use, versatility, and family appeal. Promotional activity comprises select offers and gift-with-purchase mechanics, subject to retailer alignment and leveraging social and digital content to demonstrate real-life usage, inspiration, and gifting ideas.

“Our approach is designed to drive both consideration and conversion, while supporting retailer sell-through.”

Ninja provides a suite of assets to retailers such as product training videos and short-form demo content, digital product guides and feature-benefit PDFs, QR codes linking to usage inspiration and tutorials and ongoing sales team training.

“The addition of limited-edition pink models gives retailers a timely opportunity to offer something visually distinctive and gift-ready, while still delivering the performance and versatility consumers expect from Ninja,” Tran said. AR

“Mother’s Day marketing activity will focus on the Ninja CREAMi, Ninja SLUSHi and Ninja CRISPi. Messaging will highlight limitededition pink models as premium, seasonal gifting options.

Tefal Care For You First Automatic Garment Steamer YT2040

` Hands-free steaming system that dewrinkles, refreshes and sanitises garments

` Reduces odours in 20 minutes and eliminates bacteria, viruses and germs in 40 minutes

` Automatic straightening clips allow up to three garments to be de-wrinkled in 10 to 30 minutes

` Dries garments up to five times faster

` Patented design delivers 100% useful steam with reduced energy consumption

RRP: $899

GROUPE SEB

Jason Borg Marketing Director

Mother’s Day remains one of the most important gifting moments in the first half of the retail calendar for Tefal. In 2026, the period is expected to be particularly strong as consumers continue to prioritise meaningful, practical gifts that genuinely improve everyday life. Appliances that save time, reduce effort, and elevate the home experience are increasingly viewed as thoughtful, premium gifts rather than purely utilitarian purchases.

BREVILLE

Julio Enriquez

Category Manager – Cooking & Food Prep

Breville views Mother’s Day as an important sales moment and an opportunity to connect with consumers, drive consideration for gifting everyday products, and support retailer engagement through increased foot traffic and promotional activity.

“For 2026, the focus is on positioning small appliances as meaningful gifts that combine practical utility with emotional value,” Julio Enriquez said. “This includes coffee machines or breakfast appliances.”

Leading up to Mother’s Day 2026, he said there are clear trends shaping what consumers are looking for. “Colour is a big driver and appliance ranges in new, on-trend shades are resonating, which is why we are launching a new Pomodoro Rosso colour range.”

“We are seeing a clear shift toward shared domestic responsibility, with consumers actively seeking appliances that remove friction and make it easier for anyone, regardless of experience, to contribute at home. Ease of use, fast results and versatility are key drivers,” Jason Borg said.

“In garment care specifically, consumers are moving away from traditional irons that require set-up and technique, towards all-in-one, intuitive solutions that fit into modern lifestyles and smaller living spaces.”

In and around the Mother’s Day retail period, Tefal is introducing a number of new linen care innovations. The Pure Force 3-in-1 delivers powerful steam for garment de-wrinkling, purification and cleaning in a single solution, alongside the Pure Air Compact, which offers efficient performance in a more space-conscious format. The range is further strengthened with the launch of AeroSteam, a next-generation garment care solution delivering iron-like results in a single stroke.

Mother’s Day activities will be directed at driving consideration and gifting relevance across key product categories, supported by a digital-led media approach across BVOD, YouTube and social channels. AR

Breville Eye Q

2-Slice Auto Toaster in Pomodoro Rosso BTA850PMR

` Eye Q optic sensors powered by Sensability technology scans bread 10 times per second

` Seven shade options including frozen or rustic sourdough bread

` Touch & Go one-touch operation function

` Sourdough mode for thick, uneven loaves for evenly toasted results

` Non-stick ceramic top and clearway crumb tray for quick maintenance

RRP: $469

The Pomodoro Rosso colour range is a limitededition release in a vibrant new colourway featuring some of Breville’s most popular appliances including the Luxe Kettle, Eye Q Toasters, Bambino Espresso Machine and matching Knock Box.

Rather than a dedicated Mother’s Day campaign, Breville will take a broader approach with a ‘Breakfast with Breville’ campaign that shifts beyond gifting for mums to everyday breakfast occasions, intended to appeal to a wider audience, while still capturing the seasonal sales opportunity, Enriquez said. AR

“The personal care category for Mother’s Day presents an opportunity to engage gift buyers seeking meaningful, practical and premium products that deliver everyday benefit.

PANASONIC

Chasnyn Ousmand

Product Marketing Manager – Personal Care

Mother’s Day remains one of the most emotionally driven and commercially significant gifting moments in the retail calendar was the overall view of the market from Panasonic. The personal care category for Mother’s Day presents an opportunity to engage gift buyers seeking meaningful, practical and premium products that deliver everyday benefit. The category performs strongly during this period as consumers actively trade up to quality brands, particularly in hair care, grooming and beauty technology.

Shoppers are also influenced by in-store education, peer reviews and brand heritage, valuing Japanese engineering, reliability and innovation, Chasnyn Ousmand said.

While Panasonic does not develop products exclusively for Mother’s Day, the 2025–2026 portfolio has been curated with gifting moments in mind. Key hero models across haircare and beauty deliver premium performance, making

Panasonic Eyebrow and Facial Epilator ES-EF10

` Effortlessly removes unwanted hair from brows and delicate facial areas

` Four tweezers pluck hair in gentle strokes without pinching

` Precisely aligned tweezer tips remove hair at the root capturing fine and short hair

` LED light at the tip of the device highlights unwanted hair to provide a clear guide

` Ergonomic pen with AA battery and tweezing head with easy clean mini brush

RRP: $109

them ideal Mother’s Day gifts without the need for seasonal re-engineering. Personal care products to be introduced in 2026 in time for Mother’s Day include the EH-NA0L Nanoe Moisture+Hair Dryer in sakura pink, the NE6M ionity hair dryer in pearl-toned blue and beige and the EH-HV31 ion hair straightener in on-trend matcha green and strawberry pink.

Kitchen appliances are also an important category, with the hot and cold blender, premium rice and multi-cookers and bread makers featuring in Mother’s Day gifting, as they tend to be popular choices due to the cooler weather, along with the four-in-one air fry convection microwave that combines the appeal of air frying with the convenience of convection baking, grilling, and microwaving in one appliance.

Panasonic’s Mother’s Day 2026 strategy focuses on hero-led storytelling, supported by strong in-store visibility, digital content and selective promotional activity including clear hero product identification by channel, education-led point-ofsale and digital assets, targeted gift-with-purchase offers together with care, performance and Japanese technology messaging.

Panasonic continues to partner with creators, Marion Grasby and Shellie Froidevaux to demonstrate how to make a range of meals using Panasonic kitchen appliances, together with free recipe e-books available to consumers to download and keep. Panasonic is also working with Gen Z and User-Generated Content (UGC) creators who are sharing content on their channels and the Panasonic Instagram platform.

Support for retail partners includes a suite of training tools such as short-form product explainer videos to ensure their staff have up-todate knowledge and online or app-based training, which is convenient for staff to browse in their own time. AR

MAGIMIX

Wivina Chaneliere Managing Director

Mother’s Day remains an important gifting moment, particularly for small appliances and accessories. “However, while we don’t typically see a significant uplift on higher-priced small appliances during this period, Mother’s Day performs strongly for products that are perceived as thoughtful, practical gifts at a more accessible price point,” Wivina Chaneliere said, and “for retailers, it’s a key opportunity to capture giftingled purchases rather than replacement buying”.

With ongoing cost-of-living pressures, consumers are becoming far more considered in their purchasing decisions. “We’re seeing a clear shift towards products that either sit at a lower entry price or offer strong perceived value, whether through durability, versatility, or multifunctionality. Shoppers are still willing to invest, but they want confidence that what they’re buying will genuinely earn its place in the kitchen.”

She said there has been a noticeable increase in demand at the lower end of the range, particularly for products that deliver strong functionality without a high upfront investment. “This aligns with broader category trends, where valueled purchasing is outperforming premium discretionary spend during gifting periods.”

Magimix will be introducing a new multifunctional steamer ahead of Mother’s Day, designed to support convenient, everyday cooking, which strongly resonates with what consumers are looking for now with solutions that save time, simplify meals, and encourage healthier home cooking.

“Consumers are coming in with real daily pressures, and retailers who can clearly explain how a quality product solves everyday problems will stand out.” AR

KitchenAid Wildflower Stand Mixer with Ceramic Bowl KSM156

` 4.7L ceramic Wildflower bowl

` Planetary mixing action with 10 speeds

` Tilt-head design for easy access

` Includes three attachments: wire whisk, dough hook and flat beater

` Includes a 5-year warranty plus 30-day returns

RRP: $999

KITCHENAID

Madeleine Brazel Category Manager

Mother’s Day continues to be one of the most commercially significant gifting moments in the small appliance category, and 2026 remains a key driver of premium consideration and trade-up behaviour, was the market view from KitchenAid.

Magimix Vision Toaster

` Wide-slot toaster that fits two slices or one large slice

` Glass sides for watching the toast

` Quartz heating elements for consistent heat distribution

` Automatic programs

` Fully repairable

RRP: $599

“Leading into Mother’s Day 2026, we are seeing a continued shift toward purposeful, considered gifting. Consumers are increasingly drawn to gifts that are thoughtful and practical, with an emphasis on products that deliver long-term value rather than novelty,” Madeleine Brazel said.

“Shoppers also want products that are visually appealing enough to live permanently on the benchtop, while still offering dependable performance for daily use. Colour and customisation play an important role, with consumers gravitating toward appliances that reflect personal style and enhance the overall look and feel of their kitchen.”

The KitchenAid Wildflower Stand Mixer with ceramic bowl features the Wildflower colourway, designed to feel nostalgic and contemporary, paired with a premium ceramic bowl. Also launching is KitchenAid’s 2026 colour of the year, spearmint, introduced in the Artisan Series 5 Quart Tilt-Head Stand Mixer with a textured surface. There is also a new Porcelain White Studded Ceramic Bowl, compatible with the Artisan Tilt-Head Stand Mixer that offers consumers a way to refresh or personalise their mixer without replacing the core appliance. The Pure Power Blender in porcelain will also be a key focus for Mother’s Day. AR

SPECTRUM BRANDS

Nena Zimmer

Marketing Manager – Personal Care

The ability of Mother’s Day to generate emotiondriven, high-intent purchasing makes it more resilient than traditional promotional events in volatile market conditions, according to Spectrum Brands.

Nena Zimmer said personal care products benefit from sitting at the intersection of emotional relevance and practical value, driving resilience in demand. “There is also a clear shift away from novelty gifting toward functional and premium items, including skincare, grooming and haircare, particularly where benefits such as ease, confidence and wellness are clearly communicated.”

Remington has launched three products specifically timed for Mother’s Day. The Pillow Curls Hair Dryer Gift Set has been developed with gifting front-of-mind, ideal for Mother’s Day shoppers seeking a thoughtful yet accessible present. A second product is the Trendology 5-in-1 MultiStyler, that focuses on styling versatility, allowing users to create and experiment with different looks while delivering value for money. The BareMe 3-in-1 Facial Hair Remover helps consumers easily and confidently manage brows and peach fuzz for supporting simple, at-home care.

The message to retailers is: “Lead with benefitdriven storytelling, gift-ready value, and flawless availability. Channel behaviour remains critical too. While research begins weeks in advance for shoppers, nearly half of purchases occur in the final week, requiring strong lastmile visibility. Shoppers increasingly expect a seamless omnichannel experience, moving easily between digital research, catalogues and in-store purchase,” she said. AR

Remington Trendology

5-in-1 Multi

Styler CI41MS5AU

` Five interchangeable attachments

` Anti-static technology helps protect against static frizz and flyaways

` Fast heat-up and ready to use in 40 seconds

` Five digital settings ranging from 130°C to 210°C

` Worldwide voltage 120-240V

RRP: $99.95

MORPHY RICHARDS

Lauren Albano

Product & Marketing Coordinator

Mother’s Day continues to be one of the strongest gifting moments in the small appliance category, and Morphy Richards expects that to remain true in 2026. Lauren Albano said shoppers are looking for gifts that feel thoughtful, practical and useful which makes this period especially valuable for well-designed, reliable mid-price appliances. Products that offer a premium feel without the premium price point tend to resonate particularly well too, she said.

“As we head into Mother’s Day 2026, consumers are increasingly prioritising appliances that support healthier cooking and simplify everyday routines. Ease-of-use, intuitive controls and greater visibility of the cooking process are becoming key decision drivers, especially for gift-givers wanting confidence in their choice. We’re also seeing growing interest in materials that feel safer, more durable and easier to maintain. Glass is gaining momentum thanks to its transparency, cleanability and the perception of being a healthier alternative to some coated finishes.”

Rather than focusing on short-term novelty launches, Morphy Richards is continuing to strengthen and refresh its core categories.

“We’ve expanded our use of glass and other durable materials across breakfast and beverage appliances, a direct response to rising interest in health, safety and everyday use. By prioritising materials that are long-lasting, easy to clean and free from unnecessary coatings, our ranges feel modern, gift-ready and well aligned with what Mother’s Day shoppers are looking for.” AR

Morphy Richards

Digital Glass

Bowl Air Fryer

MRAFG55BK

` Glass bowl design for full visibility

` Generous 5.5L capacity

` Pre-set cooking programs

` Intuitive digital LED control panel

` Dual-handle design

RRP: $129

Microwaves

FREESTANDING & BUILT-IN MICROWAVES

A new wave of interest

BY KYMBERLY MARTIN

The invention of the microwave introduced a new convenience factor into home cooking for many families, and more recently for the work-from-home crowd. Now new developments have arrived to give the appliance some renewed importance.

For Sharp, design has come to the forefront with microwaves that match cabinetry and suit a more streamlined, modern layout. Shoppers are also showing interest in features that take the guesswork out of heating and cooking. “Overall, 2025 highlighted strong demand for practicality, flexibility and modern design,” Nigel Dent said.

Also, reflecting on the market was Julio Enriquez from Breville, who said one of the key highlights has been the strength of the convection microwaves segment, “with our data showing

these are growing at a faster rate than traditional microwaves, 10% versus 1%.”

Combination appliances that integrate traditional cooking methods with advanced microwave features are also finding favour with Smeg customers. “There is demand too for combination and built-in microwave solutions, reflecting broader industry trends towards premiumisation and multifunctionality,” Rodney Manauzzi said.

According to Samsung insights, in early 2024, energy efficiency was the most important feature for Australian consumers buying a microwave. However, in 2025, energy efficiency dropped to the fourth most important feature, trailing good value, ease-of-use and reliability, reflecting a shift in lifestyle priorities with convenience still top-of-mind.

SHARP

Nigel Dent

General Manager – Branded Appliances

Over the past 12 months, Sharp has watched the microwave category move strongly towards products that offer multi-function cooking, better day-to-day convenience and designs that suit modern Australian kitchens. “While standard benchtop models are still important in many homes, most of the growth has come from customers choosing microwaves that can do more and look more sophisticated,” Nigel Dent said.

For Sharp, this shift resulted in strong demand for its flatbed microwaves, which give households more usable space and are easier to clean, as well as its multi-function convection and air fry models, which allow customers to prepare a wider range of meals using one appliance. “These products were key drivers of our performance in 2025,” he said, adding that Australian customers were clear about what they wanted from a microwave: more features, more convenience and a cleaner, modern look. “Multi-function microwaves continued to gain popularity as families looked for flexible appliances that help save space and time.”

Design also played a significant role, with many Australians upgrading or renovating their kitchens, with a strong move toward microwaves that match cabinetry and suit a more streamlined, modern layout. This supported the continued rise of flatbed microwaves, which offer a simple, open interior without a turntable. Customers also showed growing interest in microwaves that are easy to use and easy to access, especially among older users and busy families.

Sharp introduced several new models in 2025 including the R315AB and R315AW, enhancing its benchtop line-up offering with modern design and usability; as well as the R265CVAFB and R365CVAFBS, both part of a growing convection and pro air fry multi-function line-up.

Looking ahead, Sharp intends on launching a new segment in the microwave category in Q1 2026. The SMD335AHB 33L microwave drawer with Sensor Cook technology. Manufactured

Sharp Microwave Drawer with Sensor SMD335AHB 33L

` Piano Black finish with touch controls

` Easier access including those with mobility challenges

` Spacious 33L flatbed interior cavity

` Advanced sensor cooking for intuitive performance

` Placement options from kitchen Island, under counter and under wall oven

RRP: $3,499

in the UK, this model is an ergonomic drawerstyle configuration that brings new levels of accessibility to the category.

Sharp’s 2026 go-to-market strategy focuses on premiumisation, consumer education and strengthened retailer support. As interest grows across flatbed, multi-function and drawer-style microwaves, Sharp will expand training tools, QR-based product explainers and engaging in-store presentations. The launch of the SMD335AHB will be paired with a comprehensive education program to help retailers communicate the benefits of this emerging premium format.

Sharp also supplies aids and activities to help conversion in-store including face-to-face training, point-of-sale aids indicating all key features and specifications, and ready reckoners, along with digital resources.

As for the year ahead, Dent said the modern microwave shoppers expect more from design, performance, and everyday practicality. “With strong consumer interest in flatbed and multifunction models and the upcoming introduction of the microwave drawer, Sharp is committed to helping retailers inspire customers with products that elevate both cooking and the overall kitchen experience.” AR

MICROWAVE DRAWER

MARCH 2026

Panasonic 1100W Microwave

Oven NN-ST69QS

` Large 340mm turntable

` Genius sensor detects steam and humidity

` Inverter technology ensures food is heated evenly and nutrients are preserved

` Premium stainless-steel frame and mirror glass finish

` Compatible trim kit sold separately for seamless built-in look

RRP: $439

PANASONIC

Ginger Yu Product Marketing Manager – Appliances

Convection and combination microwaves have been the focus for Panasonic over the last 12 months, with the company refreshing its models with a more contemporary look.

“We also know Australians care about reducing their environmental footprint, and Panasonic has worked to eliminate EPS in protective packaging across the entire microwave range. This means easier-to-recycle packaging for customers, while helping to eliminate plastic waste from landfill,” Ginger Yu said. “Panasonic has replaced EPS with moulded pulp – packaging material made primarily from recycled paper and cardboard, ensuring products are well-protected while reducing the environmental impact.”

As convection and combination microwaves that offer an all-in-one cooking solution maintain their popularity, Panasonic has incorporated on-trend features such as air fry as well as steaming, which is a premium, health-oriented and popular feature.

“As convection and combination microwaves that offer an all-inone cooking solution maintain their popularity, Panasonic has incorporated on-trend features such as air fry as well as steaming.

In 2026, Panasonic will continue to promote the versatility of its microwaves to different audiences, across social, web and EDMs. “We have engaged with Gen Z influencers to create trending content for both organic and paid campaigns. The goal is to raise awareness of Panasonic kitchen appliances with Gen Z, and these creators are making recipe content in their own style to demonstrate how easy and versatile these products are,” Yu said. “We have also built a community of Panasonic owners – the ‘Kitchen Crew’, who share their home-made creations on @panasonickitchen_au to inspire other passionate home chefs.”

Panasonic is also leveraging the current fascination with Japan by leaning into its Japanese heritage. “In line with this, we’ll be continuing to work with high-profile cook and content creator, Marion Grasby to showcase some Japaninspired recipes in our microwaves. Grasby and chef, Shellie Froidevaux inspire consumers by demonstrating the creative and healthy meals they can make using microwaves at home,” Yu said.

“We work with retail partners to provide training and marketing support to ensure their staff have up-to-date knowledge and are confident in assisting customers to find the right microwave for their needs. Online or app-based training is available, and retail staff can also direct consumers to the YouTube channel for Marion Grasby educational brand videos and a 15-episode step-by-step how-to video series covers a range of microwave tips and hacks.

“Panasonic has a proud Japanese heritage of over 100 years and launched its first homeuse microwave in 1966. We have an advanced market-leading microwave line-up, including convection, combination and flatbed models, and our marketing is continually focused on demonstrating the multi-function benefits of these products to a range of consumers,” Yu said. AR

Product Innovation driving unit and value growth. Grow your business with SHARP.

5-IN-1 FUNCTIONALITY

Product shown above:

Model number: R365CVAFBS

36L Pro-Airfry Convection Microwave

Black Stainless Steel Colour

Optional SHARP Accessories:

Trim Kit: EBR45BS | Black Stainless Steel Colour

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Also available in 26L - Black colour Model number: R265CVAFB

SMEG

Rodney Manauzzi Training and Product Manager

Over the past 12 months, the microwave category has continued to perform steadily, supported by its role as a vital kitchen appliance, reports Smeg. Consumers still prefer products that effortlessly fit into their daily routines, especially as meal planning and meal prepping remain popular. “For Smeg, growth has been most noticeable in fullsize and compact ovens that include microwave technology, as consumers seek multifunctional solutions,” Rodney Manauzzi said.

Although microwaves are traditionally seen as reheating devices, consumer perceptions are shifting, he said. “There is increasing interest in combination appliances that integrate traditional cooking methods with advanced microwave features, enabling users to cook, reheat, and defrost swiftly and evenly within a single device. Design-driven choices also influence purchasing trends, with more consumers choosing built-in microwaves that complement their overall kitchen style instead of standalone benchtop units.”

There is also demand for combination and built-in microwave solutions, reflecting broader industry trends towards premiumisation and multifunctionality. Greater engagement with educational content and in-store demonstrations also indicates that consumers are seeking to understand the expanded capabilities of modern microwave technologies before making a purchase. “This emphasises the importance of education in driving conversions within this category,” he said.

Over the past 12 months, Smeg has improved its microwave and combination oven range through the Galileo series. Selected models include advanced technologies such as inverter systems and stirrers, combined with traditional and steam cooking functions, providing consumers with a versatile, future-ready cooking solution that minimises the need for multiple appliances.

Smeg’s go-to-market strategy will emphasise education, inspiration, and product pairing. Investment in store displays highlight the multifunctionality of Smeg microwave and combi-oven products alongside complementary appliances to showcase the Smeg kitchen offering. These initiatives will be supported by digital content, product syndication, and targeted communications for consistent messaging across all consumer touchpoints.

Training and educational resources are also available for retail partners. Smeg Learning, the brand’s online training platform, gives retail staff access to the latest product information, features, and selling tools. Additional support includes digital videos, QR-code-enabled content, and downloadable materials that explain key technologies such as inverter systems, stirrers, and condensation control within the Galileo cavity. These resources are designed to help retail teams communicate the advantages of modern microwave cooking.

“Our message to retailers is that the microwave category presents a strong opportunity when positioned as a multifunctional cooking solution rather than a single-use appliance. By educating consumers on the benefits of combination technologies and demonstrating how these products integrate seamlessly into a cohesive kitchen design, retailers can increase engagement and convert more to premium products,” Manauzzi said. AR

` 15 cooking functions

` 150 smart cooking programs

` Multi-point temperature probe

` BBQ, air fry and stone functions

` Wi-Fi connectivity via SmegConnect app

RRP: $7,690

Breville has also observed a clear shift towards multifunctionality and premium performance, driven by consumers wanting appliances that do more than reheating.

BREVILLE

Julio Enriquez

Category Manager – Cooking and Food Prep

Breville Easy Wave Inverter Microwave

` Inverter technology for even cooking results

For Breville, the microwave category has remained resilient, continuing to play an important role in everyday cooking despite a challenging retail environment. Commenting on the market, Julio Enriquez said one of the key highlights has been the strength of the convection microwaves segment.

“This reinforces the opportunity to drive future growth through innovation, performance and thoughtful design, particularly in products that offer added cooking flexibility and genuine everyday value,” Julio Enriquez said.

Breville has also observed a clear shift towards multi-functionality and premium performance, driven by consumers wanting appliances that do more than reheating. “There is growing demand for products that combine speed, versatility and ease of use, particularly multicook and combination models that can replace or supplement traditional ovens.”

Breville was early to this space with the launch of its microwave range in 2020, led by the Combi Wave 3-in-1, which introduced advanced multi-cook functionality. “Since then, we’ve seen competitor brands increasingly introduce similar formats, reflecting both the success of this innovation and changing consumer expectations. This indicates a category moving away from basic entry-level microwaves towards more considered, feature-rich appliances that support everyday cooking, not just convenience.”

` Eight auto cook options with one-touch presets

` 900W for fast heating, defrosting and cooking

` 25L capacity in a compact design

` One-touch start with 30-second increments

RRP: $249

Breville recently released two microwave models, the Easy Wave 34L inverter and the Easy Wave 25L inverter, developed in direct response to retailer feedback, addressing demand for additional Breville microwave options at different capacities, power and price points, he said.

In 2026, Breville’s strategy will be focused on the Combi Wave 3-in-1 BMO870, with marketing activity support from key promotions and retailer catalogues. A convection oven and air fryer in one appliance with intuitive presets, powerful performance and Breville’s signature design and build quality, “it offers a compelling all-in-one cooking solution for modern kitchens,” Enriquez said.

“Our message to retailers is that the microwave category continues to evolve beyond basic convenience, and there is a real opportunity to trade consumers up into more versatile, highervalue products. Shoppers are increasingly looking for trusted brands that deliver reliability, thoughtful design and features that genuinely improve everyday cooking.” AR

ELECTROLUX

Yuka Wen

Product Manager – Food Preparation

The microwave market has experienced steady growth over the past 12 months, reaffirming its position as one of the most essential household appliances for its convenience, according to Electrolux. It remains a fixture in nearly every home, offering quick heating, while supporting energy and time efficiency. “From traditional models designed for simple reheating, to advanced units featuring multi-functional cooking capabilities, consumer demand continues to rise as innovation reshapes this category,” was the view of the market from Yuka Wen.

“While the quick start function has remained a favourite among consumers for decades, advanced technologies such as inverter systems are increasingly sought after for their ability to deliver even heating and improved energy efficiency,” she said. “Beyond traditional microwaves designed for reheating, enhanced models featuring convection capabilities such as bake, roast, and air fry functions are gaining popularity, particularly among consumers with smaller kitchens who value versatility in a single appliance.”

In August 2025, Electrolux introduced the WMF2503GA 25L countertop microwave oven designed to combine affordability with functionality. Compact to fit seamlessly into smaller kitchen spaces, this model aligns perfectly with the signature Westinghouse design aesthetic. It is powered by 900W with 10 preset programs, a quick start function, memory settings and a child lock, designed to deliver convenience and safety for everyday use.

Information material for staff carries details on the Westinghouse microwave range of countertop and built-ins, including the latest model, detailing features, specifications and accessories. AR

Westinghouse Countertop Combination

Microwave Oven WMC4207GA – 42L

` Combination three-in-one cooking methods – roasting, grilling and heat/defrost

` Inverter technology for faster and energy efficient cooking

` Air fry for creating healthier meals using minimal oil

` Easy to use touch control panel and knob

` Quick 30-second start function for fast heat-ups

RRP: $749

SAMSUNG

Rachel Carter Head – Home Appliances Division

The overall microwave market remains steady given the key motivators to buy are replacing a broken model, upgrading to a new model, or the consumer has moved or renovated their kitchen, according to Samsung.

Samsung 32L

Microwave

MS32DG4504AG

` 1500W

` Auto cook and auto defrost functions

` 15 pre-programed food options

` Dial and button controls

` Two-year guarantee

RRP: $279

Visiting a retail store remains the most important touchpoint when purchasing a microwave, Rachel Carter said. “Microwaves are all about good value and ease. Despite being an appliance that is used almost daily, consumers do not expect to pay a lot for a new microwave as it is perceived as a ‘less sophisticated’ appliance, compared to bigger appliances like refrigerators. When consumers come into the store, they are looking to get a good deal, check if the control panel is intuitive, the product feels robust and reliable, is easy to clean and maintain,” she said.

According to Samsung insights, in early 2024 energy efficiency was the most important feature when buying a microwave. However, in 2025 energy efficient features dropped to the fourth most important feature, trailing good value, ease of use, reliability, reflecting a shift in lifestyle priorities with convenience top-of-mind. AR

“There is a clear divide between consumers purchasing affordable, functional models, while others were willing to trade up, drawn to appliances with advanced features that support healthy, low-involvement cooking.

MIDEA

Christie Yuen

Head of Marketing

Despite being a mature category, microwaves were on a growth path in 2025 with volume and value increasing 1% and 3% respectively, dominated by freestanding models and a replacement market where “affordability is key,” according to Midea’s Christie Yuen.

“The category continues to grow despite persistent cost-of-living pressures, with high penetration and abundant product availability, although sales were price-driven. There is a clear divide between consumers purchasing affordable, functional models, while others were willing to trade up, drawn to appliances with advanced features that support healthy, low-involvement cooking at home. There is also a willingness from consumers to spend on quality design and multifunctionality and purchase microwaves online during key sales periods. We see these growth rates continuing in 2026 with the built-in format growing even further,” she said.

“To stand out and communicate these healthy eating benefits, combined with affordability, Midea will invest in features and technologies, working with retail partners to develop compelling sales strategies to increase our presence instore and online.”

Midea released three new models in the last 12 months. The first was a sub-$150 option in a 20L capacity with 10 power levels, followed by a mid-tier 34L inverter microwave with a smart humidity sensor, and a 45L inverter model, with the same features.

The company’s marketing focus is directed towards the savvy and tech-pragmatic, along with young families wanting great features at great pricing. “Our communications highlight that Midea is the number one microwave company.”

Midea Smart Inverter Microwave MMW12VT34B

` 10-year magnetron warranty

` Fast, even and energy-efficient cooking with Smart Inverter technology

` Smart humidity sensor automatically adjusts cooking

` Nine pre-set menus

` 34L capacity and 1200W

RRP: $199

Midea continues to invest in its overall brand with investments across national sponsorships including the National Basketball League and AFC Women’s Asian Cup, delivering strong mainstream brand presence. “These are a few examples where Midea is investing to grow its brand profile locally, which will translate to more consumers being aware of Midea,” Yuen said.

“A Midea microwave is a feature-rich and costeffective solution for consumers looking for a great price, while still taking home features that will assist them with fast and healthy cooking.” AR

OUTLOOK

Coffee – Hot and sold

BY KYMBERLY MARTIN

What explains the massive trend in coffee machine purchases? A recent consumer study showed that nearly 60% of Australian coffee machine buyers bought a new machine within three years of their previous one. The primary driver for an upgrade was for a machine that better matched coffee preferences for making barista style coffee at home, with fully automatic and manual pump machines showing year-on-year growth, according to NielsenIQ

Coffee enthusiasts appear to value modern design and multifunctional aspects with cold brew playing into the latter. Revenue from machines with cold brew functionality has nearly doubled compared to the previous year, supported by a

growing number of models in the market that offer this feature.

Echoing the above on the coffee rush was Ninja senior product manager, Will Tran, who said Australia’s café industry is worth approximately A$10 billion, the largest per-capita market outside Europe.

“This strong café culture is driving consumer demand for high-performance, barista-style appliances at home, as more Australians seek caféquality coffee without leaving the house. Home coffee appliances that offer café-quality coffee, consistency, and versatile coffee drinks are also increasingly influencing purchase decisions in the appliance market,” he said.

“The premium coffee machine segment continues to outperform entry-level products, reflecting a shift towards quality-led purchases and

long-term value.

SMEG

Rodney Manauzzi Training & Product Manager

Smeg has continued to perform steadily across its coffee range, especially in manual espresso machines, as consumers prioritise quality, control and recreate a café-style experience at home. “The category appears to be less discretionary than others, as coffee remains part of consumers’ daily routines, supporting consistent demand,” was the view of the market from Rodney Manauzzi.

“Manual espresso machines remain a key driver as consumers seek greater involvement in the brewing process, while drip filter machines show incremental growth due to their simplicity and ability to deliver a distinct flavour profile,” he said. Shoppers are also conducting more research before purchase, comparing features, formats, and price points prior to committing, especially in the premium segment. Demand across core coffee machines is supported by strong engagement with educational content and in-store demonstrations.

“The premium coffee machine segment continues to outperform entry-level products, reflecting a shift towards quality-led purchases and long-term value. Increased online engagement and longer consideration cycles indicate that consumers are more informed and deliberate in their purchasing decisions.”

Smeg has refined its coffee range, emphasising products that blend Italian design with performance and user-friendly features. The brand has also improved its coffee ecosystem through accessories and complementary items that enhance the complete coffee-making experience, helping customers personalise and upgrade their at-home setup.

Smeg Espresso Coffee Machine with Built-In Grinder EGF03BLAU

` 58mm portafilter

` Dual Thermoblock system

` 20-bar pump

` Auto dose

` Stainless steel steam wand

RRP: $1,349

Smeg’s go-to-market approach is directed on education, accessibility and value through a combination of in-store and digital initiatives. Strategic gift-with-purchase offers, and valueadded promotions Manauzzi said are essential for attracting new customers and existing customers looking to upgrade to premium machines. These activities will be carried out with retail partners, supported by targeted marketing and point-ofsale execution.

Retailer education includes digital and in-store training tools. The House of Coffee website is an important educational platform, helping customers understand different brewing methods and guiding them to the most suitable machine via an interactive quiz. The My Smeg Assistant platform offers instruction manuals, tutorials, videos, and practical advice to help customers maximise their machine use. These tools also support retail teams by reinforcing key product features, benefits, and usage scenarios.

Manauzzi said the coffee category continues to present strong, long-term opportunities when supported by education and experience as shoppers are willing to invest in premium coffee machines once they understand the benefits, differences, and value proposition. “By focusing on demonstrations, clear product storytelling, and value-added offers, retailers can build confidence, drive conversion, and establish lasting relationships with customers entering or upgrading within the coffee category,” he said. AR

JURA George Liakatos Managing Director

The past 12 months have been challenging for the coffee category, largely due to cost-of-living pressures and reduced discretionary spending, according to JURA. The brand has seen many consumers delay purchase decisions, trade down, or opt to repair rather than replace, which has impacted conversion in-store and online.

However, demand hasn’t disappeared, it has become far more value-led, George Liakatos said. “Consumers are actively shopping and researching, and we’ve seen key promotional windows, particularly Black Friday, continue to play an outsized role in driving volume across retail. From a premium perspective, the environment has been more competitive, but we’ve been focused on defending share through stronger in-store execution, clear product differentiation, and reinforcing the value story behind investing in quality at home.”

Key trends observed include heightened price sensitivity and longer consideration cycles with consumers taking more time, comparing more options, and looking harder for best value outcomes.

More digital-first research means customers are arriving more informed from online reviews, comparisons, and content and with online retail growing strongly. In addition, more consumers are extending the life of existing machines where possible, by repairing rather than upgrading immediately.

JURA Automatic Coffee Machine Aluminium Black Z10 (INTB)

` Offers 51 specialities and, for the first time, chocolate enjoyment at the touch of a button

` P.R.G.2+ precision grinder automatically adjusts the grinding degree and quantity to the flavour profile of the selected speciality

` Coffee Timer for freshly brewed coffee at the desired time set via the J.O.E. app

` Caffeine Regulator adjusts the caffeine content to one of three levels

` Milk Assistant indicates when to rinse the milk system and enables lactose-free preparation after use

RRP: $4,990

“

We

have a significant pipeline and will be replacing and updating some of our most popular machines, giving retailers a clear story to re-energise the category.

”

“From our own category tracking, we’ve noticed a decline in category penetration over the last 12 months, specifically, fewer consumers indicating they’ve purchased recently or are actively ‘open to buying’ in the near term. This supports what we’re seeing at retail: purchase intent is still there, but it’s more cautious and more sensitive to timing and perceived value.”

JURA introduced two key products across distinct needs. The JURA C8 in the premium economy price segment, designed to bring Swiss quality and the ‘bean-to-cup’ experience to more households and the JURA J10, its most ambitious home platform, expanding beverage variety and delivering premium experiences including cold and sweet-style specialties, while prioritising easeof-use and consistency.

The go-to-market strategy in 2026 will concentrate on a strong cadence of launches and platform updates. “We have a significant pipeline and will be replacing and updating some of our most popular machines, giving retailers a clear story to re-energise the category including retail-first execution and partner support clearer ‘step-up’ pathways, and more consistent POS storytelling.”

There will also be amplified share of voice across channels with a coordinated mix of in-store, digital, PR and social to drive awareness and convert demand during key promotional moments while still reinforcing premium differentiation and training and enablement as a growth lever.

JURA is developing new training materials using a mix of practical, retailer-friendly materials, including short feature/benefit videos, QR codeenabled product explainers for use on the shop floor, quick reference PDFs and recipe inspiration

Liakatos emphasised that coffee remains one of the most important categories in the store – “it’s emotional, experiential, and it drives attachment, repeat visits, and advocacy when it’s sold well, so our message to retailers is: to stay focused and stay confident in the category.” AR

DE’LONGHI

Dora Dimauro Brand Manager

When it comes to the coffee category, De’Longhi said it is performing strongly, driven by doubledigit growth and a shift to a premium at-home experience that integrates seamlessly into modern kitchens. “Milk-based beverages remain the most influential trigger at the point of purchase, with consumers seeking machines that deliver baristastyle lattes, cappuccinos and flat whites,” Dora Dimauro said.

“Shoppers are increasingly prioritising versatile machines that cater to multiple occasions from hot morning coffees to iced and cold recipes reflecting evolving drinking habits and wanting to replicate café menus at home, rather than a single-serve solution.”

Design and footprint have become major considerations with compact machines that complement modern kitchens, especially in urban households where bench space is limited. “These functional and design cues, combined with ongoing cost-of-living pressures, are reinforcing the shift toward investing in a high-value home coffee solution while being more selective with café visits.”

De’Longhi will keep its collaboration with global brand ambassador Brad Pitt, building on the ‘It’s not perfect, it’s perfetto’ brand platform and bringing it to life through The Perfetto Instructions for Use. The film, starring Brad Pitt

De’Longhi Rivelia Fully Automatic Coffee Machine EXAM440.55

` Two interchangeable bean hoppers to easily switch between different beans

` 16 customisable drinks and four user profiles for individual preferences

` Intuitive 3.5-inch touchscreen with guided animations

` Bean Adapt technology optimises flavour by adjusting grind, dose, and temperature

` Slimline and stylish design with a smaller footprint than other De’Longhi machines

RRP: $1,499

and directed by Academy Award-winner Taika Waititi, continues to show how one-touch coffee machines deliver barista-quality coffee at home with ease, versatility and personalisation, while reinforcing the De’Longhi brand promise.

Dimauro said hands-on training has been effective in building confidence on the shop floor.

“Retailers gain a clear understanding of how intuitive and easy to use the machines are, and versatility on offer from multiple drink styles to customisation options. This practical exposure allows staff to sample a wide range of coffees from a single machine and translate those benefits into meaningful conversations with customers.

“Retailers are better equipped to demonstrate key features, explain differences between models and recommend the right machine for each shopper’s needs, driving stronger engagement and conversion at point of sale. AR

Enjoy like Roger Federer. The Z10 creates an impressive 51 specialities from the four worlds of indulgence of Hot Brew, Light Brew, Cold Brew and Sweet Foam.

Roger Federer, Swiss tennis icon and JURA brand ambassador since 2006.

BREVILLE

Athena Kalos

Business Manager – Coffee

For Breville, the coffee category has continued to perform strongly over the past 12 months with growth across all segments as consumers increasingly seek to replicate café-quality coffee at home. “We are seeing momentum from entry-level machines through to premium, with a notable willingness from consumers to invest more in products that deliver a café-style experience at home,” Athena Kalos said.

Cold coffee has seen significant growth, particularly during the warmer months, reflecting the popularity of cold coffee formats offered by national café chains such as Starbucks. Consumers are also prioritising value, ease-of-use and versatility.

“There is strong demand for machines that make it simple to create a wide range of coffee styles, including cold coffee, that perform consistently across different milk types, including alternatives,” she said.

In August 2025, Breville launched the Oracle Dual Boiler; its most advanced Oracle to date that delivers true café-quality results with greater

Breville Oracle Dual Boiler BES995

` Responsive 5.7-inch touch screen

` Auto or manual modes

` Auto Dial-In system monitors extraction and improves the next espresso shot

` Auto MilQ delivers micro foam hands-free, with dairy, soy, almond and oat settings

` Breville+Coffee app remotely powers on and pre-heats the machine

RRP: $4,899

consistency and control. “It has been designed for coffee lovers who crave both convenience and craftsmanship, offering the capability to seamlessly switch between auto and manual modes, giving users full control when they want it and automation when they don’t. This launch was met with strong consumer response, reinforcing demand for premium, café-quality espresso at home.”

Consumers want authentic café-quality coffee and performance matters. To achieve these results Breville coffee machines are designed around four key areas – precise temperature, pressure, dose and micro-foam milk. Kalos believes it is this commitment to performance that continues to set Breville apart. AR

“Beko has introduced four new coffee machines over the past 12 months, each designed to deliver café-quality coffee across different price points.

”

BEKO

Eddie Gaymer National Sales Manager

The coffee category has continued to perform strongly over the past 12 months as one of the most resilient and fastest-growing segments in SDA, according to Beko. For retailers, the category offers not only consistent consumer demand but also a clear pathway to engage value-conscious shoppers with solutions that elevate their at-home coffee experience.

Consumer behaviour is polarised between two ends of the market – entry-level manual machines, up to around $300-$350, remains strong for price-sensitive shoppers looking to replicate café-quality coffee at home on a budget. At the other end, the ‘sweet spot’ for fully automatic premium machines sits between $500 and $900, where consumers are willing to invest in convenience, features, and consistency.

For retailers, the message is clear – ranging strategies need to capture both ends of this growing market, ensuring shoppers can choose between accessible entry-level options and featurepacked premium machines, both delivering strong value for money.

“Coffee is no longer a ‘nice to have’, it’s a musthave. Australians are one of the strongest coffeedrinking nations, and that passion is reflected in the way shoppers continue to prioritise their at-home coffee experience,” Eddie Gaymer said.

Beko has introduced four new coffee machines over the past 12 months, each designed to deliver café-quality coffee across different price points. “Our goal has been to ensure that every consumer, whether they’re entering the category for the first time or looking to upgrade, can enjoy a consistently great coffee experience without needing to be an expert barista.

Beko Café Experto Espresso Coffee Machine

CEG7348X

` 18 one touch options

` Cold brew function

` TFT screen surrounded by touch panel

` Easy cleaning

` Removable milk cup

RRP: $1,199

“These new machines are all about producing quality coffee at value-for-money price points. From fresh beans or ground coffee, with just the press of a button, consumers can enjoy a coffee with café-quality crema,” Gaymer said.

Beko’s focus is on building momentum in the coffee category with a multi-layered go-to-market strategy. “With products that have already performed successfully for Beko in international markets, we are confident of replicating that success here in Australia. Our goal is to give consumers a range of machines across different price points that they can trust to deliver a consistently good quality coffee with the Beko name behind it.”

Beko is also leaning into innovation to broaden the category, with its Turkish coffee machine, which adds cultural depth and variety to the coffee offering. This product caters to consumers looking for something different, but it’s also perfect for those who just want to press a button and enjoy a great-tasting coffee.

“Beko has built a coffee offering that directly reflects what consumers are asking for. We cover the key segments of the market, from entry-level manual machines right through to fully automatic models, ensuring there’s a solution for every customer. With a European design pedigree, strong feature sets, and a two-year warranty that reinforces consumer trust, Beko products deliver confidence for both retailers and shoppers.” AR

NINJA

Will Tran Senior Product Manager

Ninja believes the coffee category has remained future focused and highly dynamic, with continued growth in premium at-home coffee solutions. Consumers are investing in higherquality machines, driven by a desire for better value, convenience, and control over their coffee experience. Shoppers are now looking for machines that offer multiple brewing styles while reducing the need for café visits.

Several clear trends are shaping the category, Will Tran said: “café quality at home with a move away from multiple appliances to single-function machines, cold coffee and creative drinks especially among younger consumers and design-led coffee machines that make a statement on the benchtop”.

The Ninja Luxe Café marks Ninja’s first entry into the coffee market, with early sales exceeding expectations since launch, Tran said. Ninja Luxe Café is a three-in-one coffee machine that combines espresso, cold brew and filter coffee. It introduces advanced features that Tran said are typically found in much higher-priced models, including Barista Assist technology and handsfree frothing, and comes in premium finishes including Stainless Steel, Midnight Black, Gunmetal and Cyberspace.

Education-led retail executions will direct its coffee marketing strategy this year to help clearly demonstrate how Ninja Luxe Café

Ninja Luxe Café

` Three machines in one for espresso, cold brew and filter coffee

` Barista Assist technology from grindsize recommendations to weight-based dosing

` Dual froth system combines steaming and whisking simultaneously

` Brews espresso at lower temperature and pressure for cold-press coffee

` Integrated storage for the tamper, funnel, baskets, brush and cleaning disc

RRP: $999

creates café-quality coffee at home without the guesswork, eliminating common pain points. Also, positioning Ninja Luxe Café as a premiumperformance machine at a highly competitive price point. And continued collaboration with coffee experts, including ANZ-specific insights, to ensure features align with local coffee culture and omnichannel support, driving awareness through digital, in-store and content-led engagement to support retail conversion.

Ninja training and educational assets include product training videos covering setup, brewing styles and key features, a faster, stress-free setup with 3D interactive voice and text guided instructions in the BILT app so consumers and floor staff can get up and running for the first time. There are quick-reference guides and PDFs outlining features, benefits and talking points, plus sales enablement tools designed to simplify feature explanations at point-of-sale.

“Our message to retailers is simple. Consumers want café-quality results without the guesswork. With advanced features usually reserved for more expensive models, the Ninja Luxe Café sets a new value standard and is the simplest way to enjoy café-quality coffee at home, every day.

“For retailers, Ninja Luxe Café represents a strong premium upsell opportunity, clear differentiation in a crowded category and a solution to real consumer frustrations. Ninja is redefining what customers can expect from at-home coffee and we’re committed to supporting retailers every step of the way,” he said. AR

KITCHENAID

Madeleine Brazel Category Manager

Australia’s at-home coffee category continues to gain momentum as consumers increasingly invest in premium appliances that elevate daily routines.

“Since the introduction of KitchenAid’s fully automatic and semi-automatic espresso machines in late 2024, there has been ongoing growth in both unit sales and category visibility,” Madeleine Brazel said. “Momentum has been underpinned by strong consumer engagement, excellent customer ratings and increasing shopper demand for machines that bridge performance and design.”

She said this trend mirrors broader market movements, where consumers value café-quality results at home without compromising on style or experience. “Against a backdrop of sustained interest in espresso culture domestically, KitchenAid has achieved consistent sell-through in key retail channels with new iterations such as the Candy Apple Red colourway and our walnut wood accessory range adding renewed excitement and gifting appeal.”

Consumers are also placing greater emphasis on personalisation, convenience and design integration indicating a clear appetite for machines that support custom drink creation, easy maintenance and aesthetic alignment with the home environment.

“Sustainability and ethical consumption continue to be important too, with consumers increasingly asking about machine durability, energy use and ongoing lifecycle support.” AR

V-Zug CoffeeCenter

V6000 45

` Simple and sophisticated design

` Up to six user profiles that can be stored and recalled

` Automatic cooling and descaling program

` Intuitive full-coloured display selected at the touch of a button

` Integrated milk frother with double-walled thermal milk container

RRP: $8,500

KitchenAid Semi-Automatic Espresso Machine with Burr Grinder KES6551APL

` Crafted with durable metal cladding

` Removable bean filler to easily refill, clean or switch between different coffee beans

` Professional 58mm flat-base portafilter

` Adjustable, multi-angle steam wand

` Smart Dosing technology automatically delivers the correct amount of ground coffee

RRP: $999

V-ZUG

Sally Lukey Marketing Manager

Consumers who are interested in a full suite of premium products with a consistent and elegant design are on the rise, according to V-Zug. The introduction of the brand’s inbuilt coffee machine in a new platinum glass option has positively influenced sales numbers, providing personalisation and choice for the customer.

“Accompanied by V-Zug’s market leading 10-year warranty, the investment in an at-home coffee machine provides the customer with an elevated kitchen experience matched with complete peace of mind,” Sally Lukey said.

As many Australian consumers are living busy lives, and regularly working from home, convenience and ease of use is highly valued.

“Customers enjoy V-Zug’s Coffee Centre V6000 45 personalised profile functionality and one-touch operation,” she said.

“Australia’s coffee culture is world renowned, and consumers are willing to splurge on luxury coffee machines, as they place a high value on the quality of coffee they are drinking. An in-home machine allows for experimentation and to explore various beans and grinds to create and save the settings for the perfect personalised cup.

“Continued education and communication around our market-leading 10-year warranty on all V-Zug products ensures customer satisfaction and supports our commitment to quality.”

As for the brand’s message to retailers, Lukey said the V-Zug Coffee Centre represents a product for the customer who “wants it all” and also offers “in-home convenience and a luxury kitchen experience”. AR

Switching on the heat

BY KYMBERLY MARTIN

OUTLOOK

When it comes to heating, responses to this feature generally reflected the challenges facing many consumers, such as cost-of-living, with some interesting aspects gaining in importance.

Mitsubishi Electric’s Zane Barron acknowledged that more households are moving away from gas and traditional heating in favour of high-efficiency electric solutions, “reinforced by government policy, with Victoria and the ACT banning new gas connections in new homes”.

While Nicolette Koutsiouris from OIimpia Splendid noted that Wi-Fi connectivity has emerged as a primary trend, as smart home integration and remote accessibility become

standard consumer expectations. She believes: “Connectivity is now an essential requirement within the climate control industry”.

Stephanie Guo from Hisense added that there is a move towards reverse-cycle air conditioning split systems, “particularly for apartments, townhouses and renovated homes”. And final words from Alessia Mele from Teco who said market research also highlighted steady growth in smart-enabled appliances, reflecting consumer demand for better control over energy usage and comfort. “These insights align closely with the purchasing patterns we have observed across retail channels,” she said.

MITSUBISHI ELECTRIC

Zane Barron Executive Director & General Manager –LEG National Sales

The heating category continues to evolve rapidly, according to Zane Barron, with electrification a defining trend, shaping product development and consumer decision-making. “More households are moving away from gas and traditional resistive heating in favour of high-efficiency electric solutions that align with sustainability goals, rising energy awareness, and long-term cost considerations.”

He said this transition is actively reinforced by government policy, with Victoria and the ACT banning new gas connections in new homes, signalling electrification as the future of residential heating. “As a result, electric heat pump systems are increasingly viewed as a futureready for consumers and retailers.”

Reverse cycle heat pump technology has become firmly established as a primary heating solution, rather than an alternative. “Its ability to deliver reliable warmth with higher efficiencies, compared to gas or resistive electric heating, has driven strong adoption particularly as energy prices continue to rise and efficiency expectations increase.

“Consumers are more informed and engaged, asking detailed questions about heating efficiency, low-temperature performance, noise levels, and overall comfort. Quiet operation has also become a major purchasing consideration, especially for bedrooms, apartments and open-plan living areas where heating systems are often used overnight.

Mitsubishi Electric Wall-Mounted System MSZ-AP

` Quiet mode fan speed setting as low as 18dBA for heating mode only

` Night mode dims indicator light and reduces noise level of outdoor unit

` Dual Barrier coating minimises dust and dirt from adhering to heat exchanger

` Vertical and horizontal vanes adjust and improve airflow control

` Built-in Wi-Fi via smartphone, tablet or online account from anywhere

RRP: From $1,199

Buyers are also seeking year-round value, favouring systems that provide effective heating and cooling, supported by intuitive controls suited to modern lifestyles.”

Supporting retailers with clear and accessible product education remains a priority for Mitsubishi Electric with training and support materials available through the YouTube channel, that includes product overviews, feature demonstrations, and easy-to-understand explanations. Additional digital resources and PDFs are also available to support deeper product knowledge.

With electrification accelerating through consumer demand and government policy, customers are actively seeking quiet and reliable electric solutions that will remain relevant for years to come.

“Our message to retailers selling heating products is simple: heating is no longer about output; it is about comfort, efficiency, and future-proof confidence. With electrification accelerating through consumer demand and government policy, customers are actively seeking quiet and reliable electric solutions that will remain relevant for years to come. By focusing on high-efficiency heat pump systems, retailers can help customers reduce some running costs, improve comfort and confidently move away from gas,” Barron said. AR

GENERAL AUSTRALIA

Peter

Cashel

Executive General Manager – Sales

The heating category has remained resilient over the past year, driven by homeowners prioritising energy efficiency, flexibility, and smarter control. Australians are investing in larger homes and multi-zone living, driving demand for heating solutions that heat only the spaces in use, according to General Australia (formerly Fujitsu General). This shift has supported steady interest in flexible alternatives to ducted systems, particularly multi-room solutions that deliver targeted comfort and long-term energy savings.

“One of the most significant trends is the increase in average home size across Australia, which is placing added pressure on household energy use. Research shows that growth in home size has offset many efficiency gains made in residential construction, highlighting the need for smarter heating strategies,” Peter Cashel said. And consumers are responding by looking for systems that allow room-by-room temperature control, so bedrooms, living spaces, and unused rooms can be heated independently. “This has driven increased interest in multi-room systems that offer zoningstyle benefits without the need for ductwork.”

At the same time, smart climate control is now an expectation. “App-based control, scheduling, and automation are key considerations for buyers looking to better manage energy use and comfort,” he said.

General Airstage R32 Multi Systems

` Individual room temperature control

` An alternative to ducted where ceiling cavity space isn’t accessible

` One outdoor unit controls up to six indoor units

` Efficient reverse cycle heating and cooling using R32 refrigerant

` Enhanced control via remote, wall controller, or myanywAiR Next smartphone app

RRP: $5,499

“

App-based control, scheduling, and automation are key considerations for buyers looking to better manage energy use and comfort. ”

General Australia is expanding its multi-system range, with a growing selection of R32 Multi Systems designed to accommodate up to five indoor units connected to a single outdoor unit. This expansion supports larger homes and more complex layouts, while maintaining efficient performance and installation flexibility. The range is compatible with General Airstage (formerly Fujitsu) Lifestyle indoor units that use the R32 refrigerant, which has a lower global warming potential compared to older refrigerants.

The company’s focus for 2026 is on educating retailers and consumers about the benefits of multi-room heating as a smart alternative to ducted systems. “We will continue to support our partners with clear product configurations, training resources, and point-of-sale tools that make it easy to recommend the right solution based on home size, layout, and lifestyle. Smart climate control will remain central, with myanywAiR Next letting users control individual rooms, automate temperature settings, and manage energy use from their smartphone.”

A suite of training tools, including Multi-System quick reference guides, configuration charts, QR-linked digital resources, product videos, and technical PDFs are available. These help retail teams to confidently explain system design, room combinations, and control options, including smart connectivity via myanywAiR Next.

“As homes get larger, efficient heating isn’t about heating everywhere, it’s about heating where it matters. Multi-room systems give retailers a powerful solution for customers who want flexibility, control, and energy efficiency without committing to ducted,” Cashel said, adding that retailers can deliver comfort solutions that align with modern Australian living, “by pairing targeted heating with smart climate control”. AR

HISENSE

Stephanie Guo Deputy Marketing Manager

Hisense is picking up on a strong shift towards reverse cycle air conditioning split systems, particularly for apartments, townhouses and renovated homes.

Some of the key motivators include demand for targeted, room-by-room heating and options that cater for family households with different comfort needs. “Despite a recent consumer preference for premium products, we are seeing signs that indicate increasing price sensitivity, driven by rising household costs and a growing need for attainable yet efficient and reliable products,” Stephanie Guo said.

Hisense data shows that consumers are increasingly making choices in heating and cooling with their wallets and the environment in mind. “Consumers are also showing a preference for flexible, zonetargeted heating solutions that can warm individual rooms rather than entire homes,” she said.

New releases included the Hisense Air Q Series reverse cycle split system, designed for modern Australian homes, combining fast, energy-efficient heating and cooling. “The series caters to rooms of all sizes and offers consumers an attainable option for healthier indoor air, personalised comfort, and built tough to perform in Australia’s demanding climate,” Guo said.

In 2026, Hisense will focus on accelerating the shift to high-efficiency, reverse-cycle solutions, led by the new Air Q range. “We aim to highlight the importance of smart, high-value alternatives to gas heating that deliver year-round comfort, lower energy costs and ultimately healthier indoor air. More broadly, split systems will remain a central pillar, supported by strong retail partnerships, installer training and compelling in-store assets. Hisense is committed to investing in marketing and advertising support to continue growing our presence in the retail environment.” AR

DE’LONGHI Company Spokesperson

The heating category has delivered a remarkably consistent performance year-on-year, but it is the oil column range that has emerged as the true cornerstone of the modern Australian home, according to De'Longhi.

Hisense Air Q

Series Reverse Cycle Split System

` Energy-efficient inverter technology

` Hi-Nano Pro air purification, selfcleaning and antimould technologies

` Quiet 19dB during operation

` Corrosion-resistant materials, Golden Fin heat exchangers and sealed outdoor units

` 2.5kW to 8.0kW capacities available

RRP: From $899

“Today’s shoppers are more discerning than ever and no longer content with ‘good enough’, but are seeing a significant trend of homeowners choosing to upgrade or replace legacy products in favour of advanced technology. The motivation is clear that consumers want heating that is smarter, easier to manage, and more integrated into their daily lives,” a company spokesperson said.

In response to this demand for innovation, De’Longhi is updating its current range of Radia and Dragon heaters. Leading the product charge for 2026 is the Dragon 4 Pro Digital range, described as “a powerhouse of engineering designed for those who refuse to compromise on comfort or efficiency”.

Supporting the 2026 launch is an integrated strategy designed to take the guesswork out of choosing the right heater. It comprises enhanced pointof-sale displays and trained staff for navigating the new range’s technical advantages. De’Longhi will also leverage social media influencers and strategic partnerships to create informative content. Showcasing real-world applications and deep dives into the technnology, these collaborations are intended to help shoppers make the most informed choice for their specific home layout. AR

De’Longhi Dragon 4 Pro Digital Oil

Column Heater

TRDX40615EW

` Innovative fin design with an extra-large radiant surface

` Intuitive digital LED display with 24-hour programmable timer, three power settings, and a thermostat

` Eco Plus function to automatically optimise energy consumption

` Seven-year warranty, tilt switch and cooltouch handle

` 1500W capacity

RRP: $499

“

Consumers are increasingly

seeking products with high energy efficiency ratings to reduce their long-term costs and environmental impact.

”

MIDEA

Christie Yuen Head of Marketing

For Midea and as a category more broadly, home heating is benefiting from strong incremental growth influenced by consumers addressing energy efficiency along with comfort to their home. Rising energy prices and cost-of-living pressures are major factors in decision making, according to Christie Yuen.

There are key trends in consumer behaviour when it comes to heating and cooling needs. Yuen said an example of this is replacing or upgrading, where energy efficiency is a key consideration. “Consumers are increasingly seeking products with high energy efficiency ratings to reduce their long-term costs and environmental impact. This trend aligns with Midea and its ‘Live Green, Live Smart’ core values through our energy-efficient appliances, smart home technology, eco-friendly materials and sustainable manufacturing,” she said.

Consumers are also exploring broader smart home integration as a consideration, and thermostats and heating systems that offer multiple controls and integration with home appliances are becoming an increasingly soughtafter feature.

When it comes to looking at air conditioning as a heating solution, she said there is a ‘decarbonisation shift’ – or more specifically, a growing interest in heat pumps with high efficiency heating air solutions. “We have seen this trend grow, partly due to government incentives and restrictions on gas in certain states.”

Midea Athena High-wall Split Series MFEZ20VA-N

` EcoMaster for comfort cooling and 30% extra energy with AI algorithm

` Prime Guard with UV and corrosion protection

` I-Clean technology refreshes the unit

` Smart control with SmartHome app

` Heating capacity from 2.45kW to 8.7kW

RRP: N/A

She said the heating category is an important pillar in the Midea product range and remains an area of focus in the ANZ growth strategy for its air conditioning portfolio, as it continues to invest in this category and expand the local range.

“Our recently launched Eco Tough Window Box is a great example of addressing an important need in the category for consumers. With heating capacity from 2.0kW to 4.78kW, its small footprint and 3.6/3.5kW capacity for heating and cooling, this inverter model has iEco mode built with energy saving and product longevity in mind and comes with a five-year warranty.”

Other launches include the Athena high-wall split series developed especially for the Australian market, which carries a 10-year warranty.

“Retailers and trade partners can have confidence in Midea as a high performing, profitable brand partner in heating and cooling, with strong product performance and compelling features alongside affordability for consumers,” Yuen added.

Midea provides a wide range of product brochures and user manuals for in-store teams and customers that are easy to access and download. AR

OLIMPIA SPLENDID

Nicolette Koutsiouris

National Sales Manager

Olimpia Splendid said the past 12 months have presented unique challenges due to observable shifts in weather patterns compared to historical averages and traditional calendars. These climate variations introduce a degree of difficulty in accurately forecasting demand and inventory needs. Further, the delayed onset of expected extreme weather is resulting in inconsistent and unpredictable sales cycles.

“To overcome the above challenges faced, we are focusing on positioning our product range as the preferred choice,” Nicolette Koutsiouris said.

A primary strategic focus for 2026 will be dedicated to supporting retail partners, with a strong emphasis on comprehensive and in-depth staff training for the entire heating product category.

“We believe that comprehensive product knowledge and specialised training in the heating category are the most critical investments a retailer can make. Ultimately, the expertise and influence of sales personnel represent their most significant competitive advantage.”

In 2026, Olimpia Splendid will introduce the CaldoPlus panel heater, scheduled for launch in early winter. Manufactured at its global headquarters in Italy, the new heater will be available in four sizes to accommodate diverse applications.

“We are enthusiastic about this introduction, as it injects a fresh competitive dynamic into the premium panel heater segment. Developed entirely in-house from the ground up, the CaldoPlus represents the culmination of over 20 years of industry expertise, translated into a single, highperformance solution,” she said. AR

Dimplex Portland Electric Fire Suites

` Realistic flame technology for yearround ambience, with or without heat

` Efficient electric heating with no flute, gas connection, or complex installation

` Flexible freestanding and wall-compatible designs

` Contemporary styling

` Simple controls with multiple heat and flame settings

RRP: From $1,299

DIMPLEX

Stacey Pogorecki

Head of Product – Seasonal, SDA & Outdoor

Olimpia Splendid CaldoPlus Panel Heater

` Made in Italy

` Lifetime warranty

` Energy efficient

` Approved by the National Asthma Foundation

` Wi-Fi enabled with flexible operating solutions

RRP: $899

Consumers are increasingly focused on value, efficiency, and versatility. “There is a clear shift toward products that deliver more than just warmth, with electric fireplaces and designer heaters growing in popularity due to their ability to enhance living spaces while providing practical heating,” Stacey Pogorecki said. “Ease of use remains critical, with consumers favouring intuitive controls, multiple heat settings, and quiet operation.” While sustainability is still an important consideration, purchasing decisions are strongly influenced by upfront price and perceived long-term value.

Dimplex has continued to invest in its electric fireplace portfolio, refining flame technology, improving heat output, and simplifying installation. The Embassy family range has been a key focus, offering a premium fireplace aesthetic without the complexity or cost associated with gas or wood alternatives and has a range of sizes to suit multiple homes.

“Our 2026 strategy is centred on clear range architecture and strong in-store storytelling. We aim to support retailers with a balanced mix of value-driven products and premium hero ranges that drive trade-up opportunities.

“Heating remains a category where strong product knowledge drives results. By offering solutions that balance performance, efficiency, and design, retailers can meet current consumer expectations while increasing average transaction value. Electric fire suites present an opportunity to sell comfort as a lifestyle upgrade, not just a seasonal necessity,” she said. AR

Panasonic Z Series Reverse Cycle Air Conditioner CS/CU-Z25AKR

` Outdoor units have water resistant PCB boards and blue fin coated condenser coils for extra corrosion resistance

` nanoe X 24-hour air purifying system

` Heating capacity up to 3.0kW

` Wi-Fi and voice control with Google Assistant and Alexa compatibility

` AI-powered eco mode and inverter control feature

RRP: $1,369

“

The nanoe X air purifying system actively cleans the air within the room, creating a fresher and healthier living environment.

”

PANASONIC

Reggie Lam Product Marketing Manager

In the heating category, Panasonic’s focus is the Z Series reverse cycle air conditioning range and opportunities for reverse cycle air conditioning are growing with the drive for electrification and the rise of off-grid solutions, according to Reggie Lam.

Due to these trends, Panasonic expects more use of reverse cycle air conditioning in the upcoming winter period. “We saw an increase in sales of these solutions in the past 12 months, which we attribute to greater awareness driven by the process of moving from gas heating to electric heating to reduce CO2 emissions,” he said.

The Z Series reverse cycle range has been current for the last two years, designed specifically for the Australian market. Panasonic continues to invest in nanoe X air purification technology, which is backed by 25 years of dedicated research and development, proven by more than 240

independent laboratory tests across a range of use cases. In the winter months, when fresh air doesn’t have the chance to circulate through the home, this can lead to the accumulation of allergens, mould, bacteria, and viruses. The nanoe X air purifying system actively cleans the air within the room, creating a fresher and healthier living environment by using water molecules filled with OH radicals to neutralise micro-organisms, inhibiting 99% of bacteria, viruses and mould, both airborne and on surfaces.

For Panasonic, its education pillars for reverse cycle air conditioners will be communicating with retailers about the efficiency of air conditioning versus traditional gas heating, the key benefits of nanoe X technology and face-to-face training for floor staff, as well as offering online resources such as the nanoe X explainer video.

Lam said more Australians are looking for the most efficient means to heat their homes and Panasonic air conditioners allow users to closely manage their energy footprint and running costs while maintaining a comfortable temperature via the use of their comfort cloud app.

“Panasonic’s two-in-one nanoe X air purifying system continues to purify and deodorise air even when heating is not in operation, minimising energy consumption while providing a cleaner, healthier, sweet-smelling home. Reverse cycle air conditioners are a highly effective form of winter heating for consumers as they have an efficiency rate of 300% to 600%, compared to conventional electric heaters, which have around 100% efficiency.” AR

MILNERS BRANDS

Kirsten Ewen Brand Manager

The heating category has experienced steady growth in market value and increasing demand over the last 12 months, driven by a strong consumer focus on energy efficiency, according to Milners. However, energy affordability remains a concern for many households, influencing purchasing decisions towards more efficient systems despite some energy bill relief measures,” said Kirsten Ewen. “Vornado will continue to market heaters with fan only options for yearround use and space heaters to heat the room you are in, rather than the whole house.”

The heating category is currently shaped by a strong push for sustainability, energy efficiency, and the integration of smart technologies, driven by both regulatory pressures and evolving consumer preferences, Ewen said. “Vornado’s five-year replacement warranty continues to be our top sales driver, contributing less to landfill than a one-year use product. Vornado moved to provide spare parts free of charge where possible in 2025.”

Vornado continues to promote its core Vortex Action heaters and Velocity Series. Within the last 12 months, updates were made to its existing ranges and its circulation technology with the VMHi300 and VMHi500 being a recent project to increase heat projection.

“We position ourselves as offering advanced, whole-home solutions that are more effective and cost-efficient than typical heaters, appealing to consumers’ growing need for comfort and lower energy bills,” she said. AR

TCL The BreezeIN Series 2.0 Reverse Cycle Air Conditioner

` T-AI energy saving technology with up to 37% energy savings compared to non-T-AI inverter model

` Air purification for optimal dust and pollutant removal

` Gentle Breeze mode for draft-free comfort

` Works with Google Assistant, Alexa and TCL Home app ` Available from 1.7kW to 8.2kW capacities

RRP: From $699

TCL Martin Patience Business Manager – Air Conditioning

The heating market has gone through significant changes over the last year resulting in a surge for reverse cycle heating product sales, according to Martin Patience. “Energy efficiency has dominated customer purchase behaviour within the heating category, along with most states having consumer rebate programs to encourage more efficient heating options in the home,” he said.

“Our product sales have grown significantly over the last 12 months due mainly from the rebate programs.”

Vornado Space & Room Heater

VMHi300

` All metal construction with cool-touch cabinet

` Two heat settings

` Integrated cord storage and carry handle

` Tip-over and overheat protection

` Five-year replacement warranty

RRP: $299

TCL launched a ducted product range in July which, he said, has been well accepted in a “very competitive market segment for this product”.

TCL will continue to develop its ducted market category with second-generation ducted product being launched later this year.

As for his message to retailers: “Size the systems correctly to ensure the systems are suited to the application. Chinese manufactured products offer a cost-effective alternative to traditional brands.” AR

TECO HOME APPLIANCES

Alessia Mele Marketing Manager

Over the past 12 months, the heating category has shown solid and resilient performance, driven by ongoing cost-of-living pressures and increased awareness around energy efficiency. Australian consumers continue to reassess how they heat their homes, favouring solutions that balance upfront affordability with long-term running cost savings, Alessia Mele said. “Reverse cycle systems have remained the dominant heating choice, while portable and window wall units have seen consistent demand, particularly during peak winter months and among renters or customers seeking flexible solutions.”

Several clear trends have emerged, she said. “There is a strong shift towards multi-functional heating solutions, with consumers increasingly preferring reverse cycle products that provide year-round heating and cooling. Secondly, energy efficiency and running costs are now primary purchase driver solutions. Smart functionality is also becoming mainstream rather than optional, with features such as Wi-Fi control and programmable operation influencing purchasing decisions. Finally, consumers are seeking flexibility, which explains the sustained demand for portable and window wall units, particularly in apartments and rentals.”

Over the last 12 months, TECO strengthened and refined its existing range of split system reverse cycle air conditioners with high energy ratings, built-in Wi-Fi, and enhanced durability features such as Gold Fin protection. “We have also continued to invest in portable reverse cycle and window wall systems.

“Retailers who can clearly explain energy efficiency, government incentives such as VEU eligibility, and benefits like extended warranties will be best placed to drive category growth. TECO remains committed to supporting retailers with reliable products, strong compliance credentials, and practical tools that make heating solutions easier to sell,” Mele said. AR

MHIAA

Senior Product Manager Diana Dulevski

According to Mitsubishi Heavy Industries, reverse cycle air conditioners continue to grow in popularity as they replace traditional gas or electric heating systems, providing consumers with a costeffective solution to heat and cool their homes.

TECO

2.6kW

Split System Air

Conditioner TWSTSO26H3DVKT

` Seven-year warranty for residential domestic applications

` Gold Fin protection helps protect the outdoor coils from corrosion, enhancing the effectiveness of the self-clean function on indoor evaporator coils

` Wi-Fi for controlling the air conditioner from anywhere using a mobile phone or tablet and compatible with Google and Alexa

` Cold air prevention when switching to heating for comfortable start to heating

` Anti-mildew function to prevent mildew after using the unit in cool/ dry mode for more than 30 minutes

RRP: $1,199

MHIAA Avanti

Plus Series

Split System

Air Conditioner

` Eco operation

` Motion sensor technology

` Built-in Wi-Fi to remotely operate the system via the Smart M-Air app

` Available in reverse cycle units from 2.0kW to 6.1kW

` Clean Air Technology designed to capture and neutralise allergens, odours, bacteria and viruses

RRP: N/A

“With rising energy prices, consumers are looking for solutions that allow them to heat their homes more efficiently. The heat pump technology in a reverse cycle air conditioner makes them an efficient heating solution,” Diana Dulevski said.

“State based incentives such as the Victorian Energy Upgrades program (VEU) and NSW Energy Savings Scheme (ESS) have seen many eligible households upgrade old inefficient heating systems to new, high efficiency reverse cycle air conditioners, reducing the upfront costs to consumers. MHIAA has several eligible models and sales across these products have been strong.”

In addition, cost-of-living pressure has seen consumers place greater emphasis on trusted brands that are recognised for their performance, reliability and ease of use. “MHIAA is proud to have been awarded CHOICE and Canstar Blue in 2025 as well as ProductReview award wins for our Bronte and Avanti Split Systems in 2026.”

As for the company’s overall message to retailers: “With the push for electrification, coupled with consumer demand for energy efficient heating solutions, we expect reverse cycle air conditioning to continue to grow over the coming years.” AR

What’s Hot

Smeg makes a statement with matte black major appliances

As kitchen design continues to shift toward expressive, material-rich interiors, Smeg’s matte black collection is emerging as a standout trend within major appliances. Across both built-in and freestanding categories, matte black offers a contemporary aesthetic that bridges timeless design with modern kitchens. Matte black finishes provide depth and subtle texture, creating a dramatic yet refined look that complements minimalist and urban interiors alike. Matte black can elevate a kitchen, making it a highly relevant design direction for 2026. The collection now spans key cooking categories, including a 90cm Classic freestanding induction cooker with matte black controls and handles, a suite of built-in ovens, cooktops, and rangehoods, as well as coordinating matte black dishwasher panels to complete the look. For homes where design matters as much as functionality, matte black is more than a colour; it’s a statement. The combination of premium form and Smeg’s trusted performance positions these appliances as compelling showroom anchors in both design-led and renovation-driven segments.

RRP: $4,090

(Smeg 60cm Pyro Steam Galileo Oven SOPA6302S2PN)

Beko enhances dishwashers with improved efficiency

Beko has strengthened its 14-place dishwasher range with a meaningful efficiency upgrade, enhancing the BDFB1410W and BDFB1410X models without waiting for a full model refresh. Introduced as a running production change, the upgrade enables retail partners to transition to improved stock more sooner, while consumers benefit from enhanced performance immediately. Under the latest Australian and New Zealand rating standards, water efficiency improves from 3.5- to 4.5-stars, reducing water usage from 15.3L to 12.7L per wash. Energy efficiency also increases from 3- to 4-stars, cutting annual energy consumption by up to 94kWh. These measurable savings come without compromising speed or convenience, with Beko’s Quick&Shine program completing a full wash in under an hour. The upgrade reinforces Beko’s commitment to smarter, more sustainable appliances that fit seamlessly into everyday life.

RRP: $849

Smeg extends matte black finish to small appliances

Building on the momentum of matte black across Smeg’s built-in and freestanding kitchen appliances, the finish extends to the coffee segment, bringing the same design-led sophistication to the benchtop. Matte black adds depth, subtle texture and a refined tactile quality, allowing appliances to feel considered as part of the overall kitchen aesthetic. At the forefront is the Smeg EGF03 Espresso Coffee Machine with Grinder. Combining iconic 50s Italian design with modern caféquality performance, it features a 58mm professional portafilter, dual thermoblock system and 20 bar pump. The matte black finish transforms a daily ritual into a design statement, allowing the machine to act as both a functional tool and a visual anchor on the bench. Matte black in the coffee category extends the same cohesive design story established by ovens, cooktops and rangehoods, showing how style and performance can flow seamlessly across the kitchen, from benchtop to built-in.

RRP: $1,349

Sharp brings next level sophistication to microwave category

Following huge success in the US market, Sharp is launching the SMD335AHB 33L Microwave Drawer with Sensor in Australia. Available in a premium piano black finish and offering discreet under-counter installation, the smooth, ergonomic drawer-style access is designed to suit everyone’s needs, including those with mobility challenges. Manufactured in the UK, the microwave drawer features a 33L flatbed interior cavity, 900W output, bright LED interior lighting, touch glass controls and advanced sensor cooking for intuitive performance. The Sharp Microwave Drawer brings together design, performance, and accessibility.

RRP: $3,499

Beko makes freestanding cooking smarter than ever

Beko’s new generation of 60cm freestanding cookers are designed to deliver healthier results, greater consistency and everyday versatility. The five-model line-up spans hotplate, ceramic, gas and induction options to suit diverse cooking preferences. At the heart of the range is Beko’s AeroPerfect airflow technology, engineered to circulate heat evenly throughout the oven cavity for predictable, reliable results; no tray rotation required. Integrated AirFry technology allows home cooks to achieve crisp, golden favourites using minimal oil, without the need for an extra benchtop appliance. Select models also introduce SteamAdd, a rare feature in the freestanding category, enhancing breads, pastries and roasts with added moisture and improved texture. With an 85L gross oven capacity, intuitive cleaning features and a five-year warranty via registration, the new range delivers professional-style performance in a practical, family-friendly format, making everyday cooking easier, healthier and more enjoyable.

RRP: From $1,499

Amazon 9

Anker 23, 24, 25, 27

Asko 7

Beko 8, 42, 65, 77, 78

Bing Lee ............................................................................................................... 7

Bissell 9, 38

BLANCO 10

Breville 45, 50, 55, 64

BSR Group 8, 12, 13

CHiQ 6

COFOSS 8

De’Longhi 42, 62, 71

Dreame 24, 33

ECOVACS 21, 24, 28

Electrolux 30, 56

General Australia 10, 70

Glen Dimplex 48, 73

Groupe SEB 29, 45

Hisense 15, 16, 68, 71

Hitachi 26

ILVE 7

Jura 60, 63

KitchenAid 47, 67

LG 19, 20, 32

Magimix 47

Midea 57, 72

Miele 35

Milners ..............................................................................................................75

Mitsubishi Electric 68, 69

Mitsubishi Heavy Industries 76

NielsenIQ 40, 58

Ninja 40, 44, 58, 66

Olimpia Splendid 68, 73

Panasonic 11, 40, 46, 52, 74

Philips Water 11

Roborock 22, 37

Samsung 17, 18, 24, 36, 50, 56

Shark 34

Sharp 49, 50, 51, 53

Smeg IFC, 6, 8, 39, 40, 41, 43, 50, 54, 59, 61, 77, 78

Sony 8

Spectrum Brands 48

TCL 8, 75

Teco 68, 76

Tineco 22, 31

V-ZUG 67

READERSHIP GROUPS

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