GE Markets Hotpoint Brand with Look of Steel
Jun 29, 2004
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Partly as a favor to one of its best retail customers and partly as a test of the continued popularity of the stainless steel look in appliances, GE Consumer & Industrial has produced a series of silver-painted Hotpoint appliances for Home Depot.

The appliances, which went on sale late last month, feature a metallic silver paint job that at a distance looks much like stainless steel. But unlike the high-end Monogram and Profile appliances from the Louisville, KY, U.S.-based GE division, the Hotpoint products feature low prices and are without all the bells and whistles.

This is GE's second foray into artificial stainless steel. Last year, the company introduced CleanSteel, a stainless look-a-like material that it laminates on some refrigerators to capitalize on the most popular look in modern appliances. Offered under its mass-market GE brand, the CleanSteel products have the feel as well as the look of stainless steel. The Hotpoint silver products have the general appearance of steel, but the surfaces feel like painted metal. (The Courier-Journal)

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