You don’t have to look far on Houzz.com, appliance dealer showrooms, or industry trade shows to spot the rapid rise of a new class of kitchen appliance finishes.
Welcome to black stainless steel.
Black stainless steel kitchen appliances are generating growing buzz and sales for a number of reasons. Just consider the words industry commentators use to describe the emerging look: sleek, rich, elegant, warm, fresh, stylish, and even calming.
Changing Tastes
The reaction is understandable. Some consumers are actively seeking warmer, more muted alternatives to traditional silver stainless steel without sacrificing durability and performance.
Appliance manufacturers have been quick to respond. For example, Frigidaire, a division of Electrolux, is readying a summer launch of black stainless steel appliances with its Frigidaire and Frigidaire Gallery® Smudge-Proof™ Black Stainless Steel product suites. Electrolux’ senior color, material, and finish designer Narss Lapinid says the new appliances have “the same quality and durability of stainless steel, but are more unique and modern looking.”
Unexpected Elegance
Black has long carried an upscale, luxurious look. Think of black evening clothes, black limousines, or black-tie events. Where would James Bond be without his signature black tux? Adding that fashionable touch to the kitchen is appealing to many, especially to Millennials where the move to black stainless steel trends the strongest, according to a recent Houzz.com survey.
What’s more, a Smudge-Proof protective coating resists the fingerprint markings common to many untreated stainless steel appliances. The protective coating makes it easy to keep the black finish looking vibrant and fresh.
Surprising Price
The interesting part is, a luxe look doesn’t necessarily have to carry a premium price. Kitchen appliance-maker Frigidaire, for example, is breaking ranks with its peers by not only offering black stainless steel finishes on its mid-range priced Frigidaire Gallery brand, but also its entry-level home/multi-family brand, Frigidaire.
John Weinstock, Electrolux senior vice president of marketing, notes “a black finish has only been available on our competitors’ high-end appliances.” The Charlotte, N.C.-based company offers home builders another way to keep pace with changing buyer preferences.
Enduring Style
Some may wonder if a black stainless steel finish will hold up to everyday kitchen use. Will it fade or discolor over time? Industry statistics say the average refrigerator today should last well over a decade.
Lapinid says their research into the right color chemistry and finishing application takes those questions off the table. “The black stainless steel coating we selected for our products passed all durability, heat endurance, and chemical exposure requirements we expect from any paint or coating. It’s a permanent finish that does not fade or discolor.”
Home Builder Opportunity
For developers and home builders looking to appeal to the widest possible audience, the addition of black stainless steel kitchen appliances as a kitchen appliance option may be an important competitive edge. No longer a luxe-only consideration, companies like Frigidaire have popularized black stainless steel through their Frigidaire brand for multi-family and entry-level home audiences as well as appealing to single-family home buyers through their Frigidaire Gallery brand.
Capitalizing on the emerging appeal of black stainless steel has never been more accessible and affordable.
