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Fisher & Paykel Launches Elba Appliance Brand in American Sears Stores
Feb 19, 2009
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Fisher & Paykel Appliances will launch a new brand of home appliances at Sears outlet stores beginning in April. The new Elba by Fisher & Paykel brand will be manufactured in Fisher & Paykel’s North American facilities.

Fisher & Paykel acquired the Elba brand from De’ Longhi S.p.A. last year. Elba, based near Treviso, Italy, manufactures and distributes cookware products, including freestanding cookers, built-in ovens, and cooktops. It has a strong export focus to more than 54 countries, with a particular strength in the United Kingdom.

Commenting on the new brand launch in the U.S., Mike Goadby, North American president for Fisher & Paykel Appliances, said, "The company is adapting a strategy it employed in the New Zealand market for the past 12 months with promising results. Fisher & Paykel’s decision to extend its brand is necessary to continue to promote company growth."

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