Applico celebrates 25th anniversary with book

13 February 2012: Applico, a family-run business and the importer of appliance brands Smeg, Baumatic, Classique, Homeking and Viking, has compiled a book to celebrate its 25th anniversary.

“Many of the people we have talked to in the course of compiling Applico 25 Years have great stories to tell. The magic of the first microwave ovens, for example – a television news crew covered one of the first major sales of this amazing new technology back in the early ‘80s. It’s also hard to believe that 25 years ago there were no stand-alone gas cooktops in New Zealand,” says Rachel Louie, General Manager of Applico.

Applico 25 Years relates the story of a chance meeting in a Cologne restaurant that resulted in the company securing the distribution rights for Italian-made Smeg appliances. A similar meeting some years later secured the rights to distribute the Baumatic range.

“Applico was one of the leading pioneers of European cooking in New Zealand,” says Louie. “These new appliances offered something completely different back in the 80s. New Zealanders embraced the new technology and have never looked back. Today, induction technology, and the design expertise of leading architects and designers, such as Guido Canali and Australian Marc Newson – who have designed for Smeg – are transforming kitchens throughout the country.”

Rachel Louie says Applico is also especially proud to be entering its 26th year as a family-run business. “It shows that even in these days of multinational and corporate businesses and takeovers, there is still a place for a dedicated family-run business.”

Much of Applico’s success can be attributed to founder and Managing Director, Mark Jones, and the business relationships he cemented within the industry.

As there were no retailers specialising in European appliances in New Zealand, Applico rebranded The Microwave Shops and The Hood Centre into Kitchen Things. The Jones family owns both Applico and the Kitchen Things
brand, and is fully committed to their futures.

“The next 25 years, with my daughter Rachel at the helm, will no doubt see even greater innovations in the kitchen appliance industry,” Mark says. “We are passionate about cooking and that will continue to be reflected in our products and our promotions.”

The celebration of Applico’s silver anniversary and the launch of the book coincide with the opening of the new flagship Kitchen Things store in the Apex Megacentre, Sylvia Park. The store opens to the public on Monday 13 February.