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Frigidaire Launches Affinity Laundry Appliances
Feb 15, 2006
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Frigidaire(R) unveiled the Affinity(TM) line of front load laundry products on January 19 in Park City, Utah, U.S. Frigidaire gave the event some panache by holding it at the posh Village at the Lift. Supermodel Frederique van der Wal and celebrities such as William H. Macy, Maria Bello and Aaron Eckhart - in town for the Sundance Film Festival - were on the guest list for the "Glacier Lounge" benefit event for the Clothes Off Our Back Foundation.

The Affinity washers and dryers are available in glacier blue, platinum ice, and arctic white finishes and are designed to give homeowners stylish design options for their laundry space. To demonstrate the product's style and versatility and help debut the line, Frigidaire enlisted van der Wahl, a popular Victoria's Secret fashion model and current host of Discovery Channel's new series, The Invisible Journey. She and other stars will donate washable fashions, which will be auctioned at www.clothesoffourback.org through March 31 to raise funds for children's charities. The event is expected to raise thousands of dollars to kick off Clothes Off Our Back's 2006 fundraising season.

According to the Association of Home Appliance Manufacturers, laundry products account for about one-fourth of U.S. wholesale major appliance sales. Frigidaire points out that laundry appliance demand is driven by the expansion of home square footage, allowing for laundry areas on the main and/or second level of the home.

"We're seeing more consumers choose to upgrade their laundry appliances and laundry rooms," said Keith McLoughlin, CEO, Electrolux Major Appliances, Americas. "Five years ago, people primarily reported buying a new washer only when the old one needed repair or replacement. Today, because of how stylish, quiet and adaptable the new products are, consumers are fitting them into unexpected areas of the home, whether a dressing area, work space, hobby/creative room or even a media room."

Frigidaire sees front-load as the fastest growing laundry segment. According to Traqline, an independent survey of consumer purchase habits conducted by The Stevenson Company, front load laundry accounts for 25 percent of all laundry appliances sales. Frigidaire points out that the number is expected to keep growing, and that Electrolux, Frigidaire's parent company, is the world's largest manufacturer of front load laundry.

"As more consumers come to understand the energy saving and fabric care benefits of front load, we're continuing to evolve the Frigidaire line to bring them greater selection," McLoughlin added. "A front load machine is gentler on fabrics because there is no agitator. It's also less costly to operate, using almost 70 percent less water and energy. And, it's better for the environment."

The Frigidaire Affinity washer will be available in Feb. 2006 starting at U.S. $799. The dryer will retail starting at $599.

Affinity high-performance and proprietary features include:

  • iCare(TM) Ultra is an intelligent fabric care system designed to gently wash, plus a deep clean option and what Frigidaire says is its best drying system.
  • iWash(TM) Ultra is an intelligent wash system that automatically customizes each load for a whiter, brighter, cleaner wash, plus a deep clean cycle to help better treat stains.
  • iDry(TM) Ultra is an intelligent drying system with moisture sensor technology designed to precisely dry clothes for enhanced fabric care.
  • TimeWise(TM) Technology is designed to enable equal wash time and dry time, so the user makes fewer trips to the laundry room.
  • SilentDesign(TM) is designed to enable quiet washing, allowing the user to do laundry in living spaces.

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