Gaggenau Appliances Featuring Iconic EB 333 90cm Oven, Image: Creative Clicks
Today’s property purchasers are more savvy, highly educated and design literate than ever before. When it comes to fitting out a place to call home, they know the difference between luxury and mid-range brands.
Right now, they’re demanding premium appliances and whitegoods, such as high-end brands Gaggenau, Miele, Smeg and Liebherr, because they offer a luxe appeal that’s hard to beat.
Historically, it was more important to hit targets such as a great location, resident amenity and architectural design when it came to new developments and projects – the brand or exceptional quality of appliances wasn’t prioritised. As a result, mid-range appliance packages were often rolled out with only the very best brands reserved for the highest spec projects – and higher asking prices to match, naturally.
But the market has shifted significantly since then. Melbourne’s population continues to grow rapidly, the Victorian economy is creating more higher paying jobs than other states, and the supply of new housing continues to struggle to meet high demand, which creates fertile – and competitive - ground for the housing and development market.
ArtLine by Miele, Image: Miele NZ
Today, purchasers are better educated about brands, their unique product offering, and international trends due to the popularity of television home renovation programs, design magazines and social media hashtags like #kitcheninspo. Gone are the cheap and cheerful stainless-steel ovens, stove tops and dishwashers. Now, the benchmark of a quality build can include anything from steam ovens, in-built wall microwaves and coffee machines to integrated wine fridges. With brands like Miele, Smeg, Gaggenau and Liebherr the go-to in this product space and offering brand name recognition and status, purchasers have an expectation for these premium appliance brands and they have the funds to do it too.
Dolce Stil Novo Range by Smeg
Not only stacking up when it comes to quality, these brands are also clear market leaders because they’re beautifully designed, superbly crafted and built to last with excellent performance. Many are backed by glamorous – often European – heritage, including the inspiring story of Gaggenau, originating in Germany in 1683, as well as the 100-year history of Miele, started by two families also in Germany.
Others offer a bold range of collections, in a dizzying array of colours, materials and styles, continually innovating to stay ahead of the market. For example, Italian brand Smeg’s latest Dolce Stil Novo range allows customers to choose between four playful styles for its hobs, including fruits, insects, leaves or birds. Minimalist with black eclipse glass, refine copper or stainless-steel detailing, this collection draws inspiration from a 13th century Italian love poetry movement.
On the other hand, Liebherr’s next generation of integrated home refrigeration, Monolith, is an exercise in clean, seamless and precise kitchen cooling solutions, with whisper-quiet operation.
Statement Bird Hobs, Dolce Stil Novo Range by Smeg
For a property developer, appointing high-end brands such as these can be used as leverage in marketing campaigns and then the story can be enhanced with a high-profile designer and architect on board. By specifying luxury high end brands you will create a clear competitive advantage and increase perceived value by purchasers as they compare projects to other offerings.
Furthermore, using premium products can justify a potential higher asking price and lift the overall tone of quality throughout the project. Smart developers, architects and builders understand this significant shift in market perception, and they’re adapting their project offerings to cater for a more informed buyer. They understand long term the ripple effect it will have to secure their business’s reputation for delivering builds of exceptional quality.
Monolith Integrated Refrigeration by Liebherr
