Viking introduced professional cooking to the home when their first range shipped in 1987. Now that same exceptional performance extends into every corner of the kitchen - even the backyard. Refrigerators. Wine Cellars. Dishwashers. Grills. Cookware. Cutlery. Small appliances. It's enough to turn any cook into a chef.
A New Premium Line For A New Market
Viking Range Corporation has become an icon. As the creator of professional performance for the home, their brand identity is tied to the ultra-premium market. When consumers imagine their dream kitchen, they undoubtley picture the bold, heavy-duty Professional appliances. That is brand identity. And that is brand strength.
But Viking also wants to tap into the much larger premium market. So how does Viking enter that arena without taking the entire Viking brand down-market?
The new Viking Designer Series creates the opportunity to effectively compete in the premium market, with the freedom to adapt their brand identity to suit the premium consumer: slightly younger, slightly less affluent but still appreciates the aura and performance of Viking.
Viking Designer offers Viking performance with subtle, contemporary styling and standard sizes. More importantly, it presents lower price points without diluting the premier image of the Viking brand. The new Viking Designer Series makes sense in today's economy. Available at AJ Madison.
The DETU electric cooktops offer precision temperature management coupled with rapid-response touch controls in a sleek, easy to clean glass ceramic package.