Paris, one of Europe’s most vibrant cities,
has much to offer, including electronics and appliances retailer Darty.
Normally you have to go into the Paris suburbs to buy white goods, but
this store offers its treasures right in the city center. Here you’ll
find the new Dose-e washer, which is sold under the French brand name
Brandt and is made by Spanish-French OEM FagorBrandt.
machine has a fully automatic liquid detergent dosing system, and the
detergent level is clearly visible on the outside using a
thermometer-shaped reservoir. Automatic dosing is not new (Miele has a
product with a similar function), but Dose-e is the first one to be
fully integrated inside the machine.
APPLIANCE readers know, users tend to overdose detergent, and with this
system doing the dispensing automatically, the average user will use
30–50% less detergent. It saves the user detergent costs and is good
for the environment.
Marketing manager for
washing Patricia Piazza tells APPLIANCE magazine that FagorBrandt spent
four years developing the appliance. “First, there are a lot of
programming parameters: water hardness, detergent concentration (there
are three levels in liquid detergents), laundry dirtiness, laundry
weight, and, of course, program type and water temperature. You have to
determine all combinations, and it took us a lot of testing.
there is the new pump; it has to work with all kinds of detergents and
may not clog of course, not even with infrequent use,” she adds.
“Third, there are space aspects: the top loader is very compact, only
40 cm wide, and there is not a lot of room inside the casing because it
has a large, 7-kg drum. Unlike a dishwasher, you cannot measure the
laundry dirtiness to adapt your programs; there are many more aspects
[to consider], such as stain removal; the user has to select from three
levels (light, normal, and intensive).”
system can even ascertain if the user has selected a powder detergent
instead of liquid. “A sensor detects this and switches accordingly,”
Piazza explains. “Powders tend to better suit higher temperatures (60°C
and up) but most washing is done at 40°C anyhow, where liquid
detergents perform just as well and are even better in keeping colors.”
says that the Brandt brand promises useful innovation and
environmentally friendly appliances. “With Dose-e, you can combine ease
of use, environmental aspects, and cost savings. Regarding design, we
wanted a highly recognizable system: the dispenser is very visible and
you can immediately see how much detergent is left.”
washer was developed at the FagorBrandt facility in Lyon, France, and
is manufactured at the facility, which offers close proximity to the
other countries where top-loading washers are sold, such as Spain,
Italy, Germany, and Eastern European countries. The Lyon plant, with
73,000 m2 of factory space, has a capacity of 600,000 appliances
annually and produces under brand names such as Brandt, Fagor, Sauter,
Vedette, Ocean, and SanGiorgio.
always been a top-loader country, since the start of the automatic
washer,” Piazza explains. “This washer type is also quite popular in
Eastern Europe, because of the small kitchens there. We also offer
top-loading dryers and washer-dryer combinations (single-drum). Of
course, we will offer Dose-e in our front-loaders too, for most of our
brands; we developed this for the company as a whole.”
says the 2005 merger of Spanish OEM Fagor and French OEM Brandt has
been successful and much of the integration work is completed.
Purchasing departments have been merged. R&D units and marketing
teams are working closely together.
you have the typical European differences in brands and consumer taste:
Brandt is not sold in Spain,” Piazza says. “For Fagor in Spain we offer
a cold washing program, as more than 25% of people in Spain are used to
washing with cold water.”
Paul Roggema is based in Amsterdam and travels extensively to report on
the appliance industry throughout Western and Eastern Europe. Read more
of his Europe Reports at: ApplianceMagazine.com/europe