KitchenAid Gets Personal

Customers can swap out multiple hardware options within KitchenAid’s new three-finish collection.

New line features mix-and-match finishes and hardware

YSN Staff

KitchenAid is launching a fully redesigned collection of personalized cooktops, refrigerators and dishwashers, along with an integrated marketing campaign designed to reacquaint younger consumers with the iconic brand.

The new appliance line builds on KitchenAid’s “heritage of innovation,” by offering features that “simplify the everyday,” said parent company Whirlpool. Products include:

• Smart wall ovens and ranges with assisted cook cycles that suggest cook times and temperatures for numerous food types
• Induction cooktops that provide precise temperature control beyond standard high, medium and low settings
• Dishwashers with an advanced ProDry system for table-ready dishes
• Freestanding and built-in refrigerators that blend form and function with a pantry-inspired design and a Preserva food care system that helps keep food fresh and flavorful.

See: KitchenAid Relaunching Product Line

Moreover, the new collection comes in a curated palette of three exterior finishes that pair with four handle and knob options that reflect the latest trends in faucet finishes and cabinet materials. Consumers can mix and match all finish and hardware options to personalize their appliances across every category and nearly every SKU. Options include:

• Juniper, a nature-inspired neutral that shifts between green and blue
• Black Ore, a deep matte black that complements wood tones and cabinet finishes
• Stainless steel, for a classic commercial look
• Handle and knob hardware in brass, bronze, Black Ore and stainless steel that can be changed out via accessory kits available on KitchenAid.com.

Meanwhile, the new marketing campaign, which carries the theme “Make More Than Meals,” reintroduces the heritage brand to a new generation of consumers “by bringing the world back to the power of a life lived hands on,” Whirlpool said.

“In our busy lives today, we so often turn to whatever’s most convenient, whether that’s delivery apps or microwave meals,” said Shannon Blakely, Whirlpool’s chief marketing officer for North America. “The kitchen has become expected and routine, but with KitchenAid, it becomes a space of intention — where creating by hand unlocks connection, joy and self-expression. And our appliances seamlessly integrate into your space with timeless design and one-of-a-kind colors.”

KitchenAid dates back to 1919, with the introduction of its iconic stand mixer, and cemented its legacy in 1949 with the launch of its first dishwasher. Today, the brand offers a wide range of kitchen fare, from countertop appliances and cookware, to whisks, ranges, refrigerators and wine cellars.

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