Sharp Home Electronics Company of America (SHCA) announced that the independent retail buying group BrandSource would begin offering SHCA’s full line of kitchen appliances through the group’s more than 4,500 locally owned member stores starting this fall across the U.S. and Canada.
“Sharp’s business relationship with BrandSource represents an advantageous opportunity to further our reach into local communities and build long-lasting customer relationships, bringing us closer to fulfilling our commitment to Simply Better Living,” said Peter Weedfald, senior vice president of sales & marketing, Sharp Electronics Marketing Company of America. “We saw that we could benefit as a brand and as a company” by partnering with BrandSource, he told Dealerscope.
“Last year, Sharp was on the march; this year, we’re on the hunt for independent dealers to display the entire Sharp kitchen suite on their show floors. We’re very pleased to be serving these independent dealers, with all the benefits AVB BrandSource brings to market.”
Among the appliances are two products that are IoT-enabled: its built-in Microwave Drawer oven and the SuperSteam+, superheated steam/convection oven oven. The product roster further includes over-the-range microwave ovens, which come in a selection of sizes, wattages, and finishes, as well as induction cooktops and European convection wall ovens. Also part of the product range to be offered to BrandSource members will be a Sharp-branded refrigerator, dishwasher, and over-the-range hood. The dishwasher features a Turbo Wash feature and the counter-depth refrigerator clocks in at 22.5 cubic feet.
“As a leader in cooking innovation, joining forces with Sharp makes perfect sense,” said Jim Ristow, CEO of AVB/BrandSource in the announcement statement. “Their products represent simple-to-use options that support one’s choice to live a healthier lifestyle, and we are thrilled that Sharp has chosen to offer them to our members.”
“We look forward to building a valuable and long-lasting relationship with the BrandSource member community and expanding the availability of our full built-in kitchen suite of appliances across the United States,” said James Sanduski, president of Sharp Home Electronics Company of America, in the statement.
Sharp is in the midst of planning its CES 2020 presence, said Weedfald, and the large-scale exhibit will include (as it did in 2019) both appliances and TVs. “We’ll have a very rational channel strategy on the TV and appliances sides to reward dealers working with us,” he said, "leveraging the Sharp brand legacy and all that goes with it."
Sharp also hopes to train dealers' focus in the coming selling seasons on air purifiers. “Sharp has sold 80 million of these worldwide, and we will work very hard with independent dealers to help them promote them and have great success with them,” he said.