Sub-Zero Wolf to sell products through RISE

Sub-Zero Wolf to sell products through RISE

Madison, US-based Sub-Zero Wolf (SZW) will be selling its complete range of premium kitchen appliances through Bengaluru-based RISE at its flagship store in Koramangala.

Briefing reporters, Sub-Zero Wolf India Managing Director Niva von Weisl said, “We — Digital Perfection — the sole distributor of Sub-Zero and Wolf pan-India —   forayed into the Indian market (Mumbai) in 2009, pioneering the world’s most premium kitchen appliances brands — Sub-Zero, the food preservation specialist that creates products of uncompromising craftsmanship that keeps food fresher longer; and Wolf, the gourmet cooking specialist that distills eight decades of professional cooking into precise control that practically ensures superlative results.”

Sub-Zero is a 70-year-old company, and in 2000, it acquired the 80-year-old company Wolf.

RISE, which is a VRR Group venture, introduced the Italian kitchen brand Valcucine last year. RISE Managing Partner Niveditha V Reddy said, “We customise everything, which includes design. We give 3D visualisation to the client, and once we get the approval, we place the order with Valcucine.”

Niveditha explains, “The products include base cabinet, wall cabinet, counter top, stalled units, and refrigerator doors, among others. Each and every inventory is developed. After three months, they get shipped from Italy in packed boxes. The prices range from Rs 30 lakh to Rs 1.5 crore in three different slabs. The import duty is 30 per cent.”

With Sub-Zero Wolf products added to its store, Niveditha said, “Sub-Zero is a complete range of appliances which go hand-in-hand with Valcucine. So, it complements each other.”

The appliances include oven, microwave, and electric cook top, among others. While a refrigerator costs Rs 8 lakh, prices for the appliance range begins at Rs 3 lakh.

RISE Managing Partner Anand Gunjur said, “Our sales target for 2016-17 from both the brands is Rs 30 crore. This financial year, we will close at Rs 10 crore.”

Niva further said, “Indians are well exposed by the sheer number of Indians that are travelling, working and studying overseas. Coming back home they want to replicate the standards and qualities of a lifestyle they had experienced in NY, London, and Berlin, among others.

SZW products shipped out of the US to the international markets are made according to the strictest European standards, and are different than the product line made for the American markets.”

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