TOSHIBA DRAWS ON ITS JAPANESE HERITAGE

Toshiba is launching a comprehensive product line-up at IFA including a new range of refrigerators, washing machines, microwave ovens and rice cookers.

IFA 2019 marks the first time that Toshiba has offered a comprehensive suite of products to consumers in the EMEA region, all reflecting its roots in Japanese culture and design.
Today the company says its “deeply rooted Japanese values of craftsmanship and attention to the last detail” provide consumers around the world with “high-end home appliances previously only enjoyed by generations of Japanese households”.
While Toshiba appliances have been in Japanese homes for generations, worldwide the brand is best known for its laptops and TVs. Last year Toshiba’s Home Appliances division went through a rebrand as part of a global expansion strategy.
“When we initiated last year’s global rebranding project, we formed a series of new guiding principles which will help us take Toshiba’s heritage into the future and develop world-leading product quality in combination with the so-typical simplistic Japanese design approach,” Head of Brand & Communication at Toshiba, Brando Brandstaeter says. “Reflecting ‘understated confidence’ in design and communication paired with our Takumi spirit and the greatest attention to the details that matter, will impress our consumers.”
Toshiba also organised special event at IFA for new partners from more than 30 EMEA countries, which underlined the company’s global product launch strategy.

> Hall 5.1, Stand 101