13223 Thu, 12/06/2007 - 12:43pm
GLENWILLOW, Ohio-- Saeco USA has declared its commitment to color with the launch of its new Odea Giro Orange espresso machine.
Available in orange, the new machine represents the first endeavor into color for Saeco. As with the company's other products, the Odea Giro Orange was designed by BMW DesignworksUSA, a unit of the Germany-based auto maker.
According to a Saeco statement, the new product can be found at specialty retailers, catalogs and Web sites. It comes with a suggested retail price tag of $700.
The company said it has observed a trend toward orange appliances in housewares. Saeco expects the Odea Giro Orange to appeal to a younger demographic that both enjoys making coffee at home and is fashion forward and in tune with current trends in home design.
Saeco also opened the possibility for other colors to join its product lineup.
"With the expected acceptance of the Odea Giro Orange, we will expand our color assortment based on consumer testing and trends to possibly include other color options," said John McCann, president of Saeco USA.
"Color is a draw for this particular espresso maker because it is designed for a demographic that embraces home-design trends, and is very fashion-forward," McCann said. "As more people make the kitchen a key focal point in their home, the look and style in countertop appliances continue to gain importance, and the Odea Giro Orange is one machine that definitely makes a statement."
Saeco has been particularly aggressive in product introductions in recent months. In August, the company unveiled the Titan Burr Grinder and the Renaissance Coffee Urn' which not only added to its product roster, but also took the company in new directions regarding coffeemaking.
Both of these products were slated to reach retailers last month. The Titan Burr Grinder carries a suggested retail price of $129, while the Renaissance Coffee Urn's tag is $149. --David Gill