Sharp Carves a Deeper Niche in Appliances
With the debut last month of its SuperSteam+ three-in-one combination steam, convection and super-heated-steam oven, at the New York City-held Architectural Digest Design Show, Sharp expanded its footprint in the U.S. appliances market, where it has held a dominant position in the microwave oven category for years. The ecommerce analytics company Clavis Insight, in fact, recently ranked it the top online microwave brand as measured by breadth and depth of distribution, availability, search performance, image presence and customer ratings.
Starting from that prime market positioning, the company is now making further inroads in the premium appliance product sector. Since the sale of its Mexican television facility and the licensing of the Sharp TV brand to Hisense, “our charter is now strictly home appliances, and one of the fruits of our efforts is this oven,” said Jim Sanduski, president of Sharp Electronics Marketing Company of America. The new SuperSteam+ follows to market its built-in microwave drawer models and its next-generation convection microwave, both launched last year. It offers a combination of a unique-on-the-market cooking method, pricing at a competitive advantage, and the benefit of the century-long legacy of a highly respected brand. It also provides Sharp with the ideal product on which to hang a new tagline.