Boity Thulo and Anton Jeftha

Suppliers, retail partners and celebrities ‘Challenge the Expected’ at exclusive launch

One of South Africa’s leading premium home appliance brands, AEG, celebrated the public launch of its future plans for the country. The event also showcased its latest trend-setting product catalogue to fit the modern home.

AEG’s exclusive ‘Challenge the Expected’ event recently took place in Johannesburg and were attended by employees, suppliers, retail clients and other celebrated South Africans with a passion for the latest in the design of interiors, as well as homes.

Kyle Clarke, Lifestyle Creator.

Well-known attendees included rugby icon and regional ambassador for the brand, Tendai ‘the Beast’ Mtawarira, as well as media personality, Boity Thulo.

‘The Beast’ recently fitted his refurbished kitchen with a range of high-quality AEG appliances, while Thulo, who is in the process of styling her new home and doing all the interior design herself, plans to install AEG appliances to suit her stylish, modern kitchen.

Thulo supported the design of the special AEG event’s invitation after collaborating with the brand and revealing her secret passion for design, architecture, and a flair for interiors. She is also in the process of integrating a selection of AEG’s latest range of products into her brand-new home.

The modern home

“Southern Africa is incredibly important to AEG, and we are excited to finally be able to publicly share more about our plans for this market – which is led by our intention to strengthen our position in the premium spectrum of the market. The emergence of a rapidly growing global middle-class requires us to meet the increasing demand for on-trend, innovative, premium products that enhance how we live. We believe that AEG’s superior values, talent, expertise and foresight allows us to be a driving force in defining enjoyable and sustainable living,” said Murray Crow, Managing Director of Electrolux South Africa.

Current industry trends

Looking at some of the key home appliance trends for 2022, consumer feedback detailed:

§ A notable increase in home improvement in South Africa, especially during the lockdown.

§ A focus on great tasting food, providing the best care for clothes and the need to increase overall wellbeing in their homes.

§ Commitment to innovation, quality, durability and ultimately, value for money.

§ On-trend style: Beautiful, sleek, inspiring design are also important.

§ Convenience is now more important than ever. The typical home is now a bit busier as it is simultaneously an office, study, living and entertainment area. E.g., Appliances need to have multiple cooking options in order for it to be more efficient, saving customers more time.

§ Finally, sustainability is an emerging priority. E.g., Energy-efficient food preparation makes sense in many regions for various reasons, including concern for the environment and the cost of energy. When purchasing big-ticket appliances, consumers are more likely to invest in energy-efficient options.

AEG’s Airfryer Oven among highly sought-after items in 2022 catalogue

The 2022 catalogue has been well received by AEG customers. Popular items include the brand’s new Airfryer Oven which takes air frying to the next level by offering a larger capacity than a traditional air fryer and an array of other functions – including baking, broiling, toasting, rotisserie etc.

You can learn more about the rest of the catalogue on the AEG website.  

Inspiration behind ‘Challenge the Expected’

Crow concluded that for AEG, it is all about breaking the boundaries of everyday life and redefining what you expect out of your kitchen and household appliances.

“We want our products to re-ignite consumers imagination to create new experiences in their kitchens and homes and not just simply settle for good enough. We want our customers to live on their terms and set new standards. We thereby ‘Challenge the Expected’ in that we challenge conventions and do not compromise on innovation in order for you to experience true excellence in cooking and cleaning in your everyday homelife” concluded Murray.