VICTOR, N.Y.–Importika is reducing the prices on “a few select models” in the Gaggia line of high-end coffee products, as part of a specialty-retailer program it will unveil at next week’s International Home & Housewares Show.
The new program involves espresso machines, grinders, cups, coffee and signage, along with a line of accessories. Gaggia has always been a premium-priced brand, but “sales of higher-priced machines have slowed down,” said Todd Salzman, national sales manager for Importika/Gaggia, in a statement. The lower prices will allow Gaggia to “show more of a value to the consumer and the retailer,” Salzman said. “We are putting the Gaggia machines in a perfect position to be the machine of choice for those who still want a high-quality machine.”
During the housewares show, the company will conduct live demonstrations of the espresso machines at its booth, and will unveil its new tag line, “Experience the Taste and Tradition of Italy.”