The luxury to choose: energy efficient if desired

Innovate while remaining affordable

During the house show in October, the novelties of all brands of ATAG Netherlands were well received. Who perhaps stood out the most was ETNA. ETNA showed their "Energy Heroes" to the market, but when you delved further into the matter, it was more than just energy efficiency. ETNA is making big leaps. But leaps that remain affordable.

ETNA showed more than ever its muscle during the house show. Not that the brand plays an irreverent role in Duiven, on the contrary, but the role ETNA wants to take in the industry is becoming more and more clear. A brand that is affordable, but no longer necessarily offers only entry-level models. "ETNA is a brand that above all listens to what consumers want," says Hans Siebring, product category manager at ETNA. "In recent years, consumers find sustainability important and you can also see this in the naming of ETNA's novelties during our home show. But in addition, we have also demonstrated that it is much more than just energy efficiency."

Hans does have a point there. In the industry, this brand has been known for years as an excellent player for the entry-level segment. But ETNA is more than just a basic model. Consumers can succeed, even in terms of specs, design and innovations. Hans: "In addition to energy efficiency, our appliances score well in terms of value for money. But above all they are based on what consumers want. With ETNA, the user can choose what he does or does not want in terms of specifications. If you want fewer specifications, you can. But it is no longer necessary to immediately switch to another brand if the consumer does expect some more luxurious specifications or energy-efficient products."

Novelties to be seen

Faithful observant visitors to the house show have witnessed ETNA's developments up close. The brand is showing signs of growing up. The image of "the brand for basic models" could almost be called irreverent as an observant follower. This also became clear at the latest house show. With more than 60 fully-fledged novelties, it was really clear which big steps ETNA has taken. Because in the meantime, ETNA is actually meeting all consumer wishes. Hans: "We have actually shown this year that end users get good products from ETNA that are low in energy consumption but also offer good specifications. The choice is up to the customer."

Examples include the VW743HNC built-in dishwasher with energy label A, ETNA connect, XL built-in height and many luxury specifications including time projection on the floor. Hans: "But also built-in refrigerator models with energy label D or the AKV678RVS Side-by-Side refrigerator with energy label C." The longer we talk to Hans, the more it becomes clear that ETNA is a more than full partner for both retailer and end user. Those who want to combine energy efficiency with 'specs' are fine with ETNA. Hans: "The reactions during the house show were very good. The wide range offers something for everyone, but also answers consumer wishes. The customer can make choices with ETNA." One product that actually sums up well what Hans points out during our conversation is, for example, the induction cooktop KI560KZT, a 2-phase cooktop with rotary control. There really is a group of consumers who prefer knob controls to slider controls, and ETNA has responded well to that. 

Sense of design

Finally, ETNA also shows a sense of design and trends as evidenced by its new matte black oven line. This line consists of a multifunction oven (OM670MZ), a pyrolysis model (OP670MZ), a 60 cm oven with full microwave function (MO670MZ) or the versatile combination microwave with oven function (CM650MZ). All examples of kitchen products that meet the needs of both retailers and consumers. It makes ETNA's future more interesting than ever.