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GE Appliances Champions Customization For All With The Matte Collection, The First Line Of Appliances For New Café Brand


GE Appliances Champions Customization For All With The Matte Collection, The First Line Of Appliances For New Café Brand

Disrupting a sea of stainless with custom hardware choices and premium matte finishes, The Matte Collection by Café brings personalization and luxury to the mass premium consumer

PR Newswire

LOUISVILLE, Ky., Aug. 1, 2018 /PRNewswire/ -- GE Appliances (GEA), a Haier company, introduced today The Matte Collection, the first line of fully customizable kitchen appliances for its new Café brand. Offering unique brushed bronze, brushed stainless, brushed copper and brushed black hardware and luxury matte finishes, Café's first collection is designed to fit the lifestyle of the stylish consumer who covets design choice in the home.

Reflecting the ever-evolving design and style trends in cabinet hardware and mixed metals, consumers can now mix and match handles and knobs to keep appliances as stylish as the rest of the home.

"We heard consumers loud and clear: They want to infuse their unique style into the kitchen, just like they can everywhere else in the home," said Rick Hasselbeck, chief commercial officer for GE Appliances. "We strive to be responsive to our consumers' wants and needs, and we are excited to bring that level of customization in our new Café products. This revolutionizes the purchasing process because it allows consumers to create exactly what they want in the appearance of their appliances. The Café Matte Collection—with its premium metal handles and knobs, combined with our new finishes—marries luxury with affordability, allowing hardware to be continually updated to fit the latest trends and style preferences."

Custom Hardware and Premium Finishes Bring Luxury and Style Without Compromising Affordability

Custom Hardware Choices

The Café brand gives the consumer options to change their handles and knobs to different finishes that brings their vision to life. The Matte Collection, which is offered commercially in suites of Matte White with brushed bronze hardware and in a separate offering of Matte Black with brushed stainless hardware, allows consumers to order additional hardware in the store if they choose to re-design the look.

Copper, a classic kitchen staple in both décor and high-end cookware, is the signature Café metal. Each handle in The Matte Collection will carry a copper cuff with a discreet Café logo. Soft brushed copper hardware will also be offered as one of the custom hardware options available for order.

Additionally, consumers can select brushed bronze, brushed stainless or brushed black hardware choices to customize either matte finish and complement their overall kitchen design.

Premium Finishes

Rooms are always visually evolving. Today, the style-driven consumer–one who loves to entertain and keeps the pulse on the world of décor– is looking for appliances that are flexible with his or her design vision. The Matte Collection's premium finishes in Matte White and Matte Black seamlessly complement premium cabinetry and flooring, setting the stage for mindful layers of warmth, depth and personality.

The soft luster and warmth of the Matte White finish offers a fresh approach to a staple kitchen color. With a luxe look and a smudge-resistant, soft-touch feel, Matte White allows owners to create pops of brightness against dark cabinetry or a seamless blend in an all-white kitchen.

The combination of bold saturations with simple statements characterizes the depth and layering texture of Matte Black. Complementing existing kitchen elements such as stone, wood, brick and eggshell hues, Matte Black is both a sophisticated and grounding finish that can add flair and balance to style-forward kitchens.

Beginning with The Matte Collection, Café appliances will be available for order through mass retail and independent appliance stores in August 2018. Three U.S. GEA manufacturing plants, two in Kentucky and one in Lafayette, Georgia, will make Café cooking products, dishwashers and refrigerators. The collection will have a full suite of appliances, including wall ovens, ranges, cooktops, French door refrigerators, dishwashers and vent hoods. For more information, visit  

About GE Appliances

GE Appliances, a Haier company, creates "good things, for life" through our passion for great appliances and the happiness they can bring to every household. With the Hotpoint, GE®, Haier, Café™, GE Profile™ and Monogram® brands, owners have more choices for making their kitchens and homes amazing each day. Our products include refrigerators, freezers, cooking products, dishwashers, washers, dryers, air conditioners and water filtration systems. For more information, visit


GE Appliances
Wendy Treinen, 502-452-5002

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