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GE Appliances Expands Slate Finish to More Appliances
Aug 22, 2013
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In September 2013, GE Appliances will double the number of appliances offered in its popular Slate finish. Slate is described as a low-gloss, warm gray finish, intended to offer an alternative to stainless steel.

GE said that, since it was introduced in September 2012, sales of the Slate finish has doubled GE's original estimates.

GE noted that 78% of respondents in a Stevenson Company survey in February 2012 said they were somewhat or very likely to purchase Slate when replacing all kitchen appliances.

Stainless steel remains a very popular appliance finish, but some consumers also want an alternative premium finish.

"Slate offers so much versatility," said Brian McWaters, brand general manager for GE Appliances. "It will fit into more homes, work with existing appliances and complement the high-end finishes many people already have in their kitchens."

In May 2013 another Stevenson Company survey found that 97% of current Slate owners who bought a complete suite said that they are very or extremely satisfied with how the products look in their kitchen.

The appliance company launched the Slate finish for consumers who want appliances that complement their investments in tile, wood cabinetry, and bamboo flooring. Slate is intended to harmonize with such design elements without overpowering them, and to complement adjacent living spaces in open floor plans.

Slate is described as being more than a color. It is composed of a combination of several materials and finishes. The main surface finish is accessorized with brushed stainless steel handles and knobs, adding robust touch points on the appliances.

The expanded lineup of appliances with the premium finish includes:
* gas ranges
* electric ranges
* over-the-range microwaves
* side-by-side refrigerators
* top-freezer refrigerators
* a 33-inch French door refrigerator
* front and top control dishwashers

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