Eaton viking oven
What if anything does this brand business have to do with the Viking acquisition? If the current agreement with Sears ends the 1st half of 2013, then renegotiation was in the cards no matter what else was happening. If this were the plan, suggests that they steer a different path. The old bait and switcheroo on a massive corporate scale is not so usual, and not acceptable. If true, if the largest appliance dealer in North America, and one of the largest appliance manufacturers in the world were tied up in something like this, it would be supremely ugly.Ĭapitalism is capitalism, and for whatever reason, Viking has found itself on the wrong side of it in Canada. It’s a con job targeted at Canadians, by Canadians, Americans and Swedes. We believe, if this tipster is correct, that the actual goal of relaunching the “Viking” brand in Canada is to confuse the consumer, to swindle the consumer, to separate cash from the consumer’s wallet based on the consumer’s assumption that he or she is getting a product from Viking Range Corporation.
![eaton viking oven eaton viking oven](https://i.ebayimg.com/images/g/9r4AAOSw3FpdsF-B/s-l300.jpg)
![eaton viking oven eaton viking oven](https://s3.amazonaws.com/images.fixya.net/fixya20/products/v/viking/118x100/veso105_electric_single_oven_91266.jpg)
The brand had no equity other than what was invested in it by Viking Range Corp. Was Sears using the “Viking” brand in cooking appliances and investing in the brand up to now? Our source says No. This secondary brand will not sell as many units, but at least the customers will know exactly what they are getting.īut what are the motivations of Sears and Electrolux, if our tipster is correct?ĭoes the Eaton Department Store “Viking” have any residual brand value and recognition? No. Over time, “Brigade”, or whatever the brand chosen, will also be understood to be a Viking Range. But North America is a single market, and Ultra-Line consumers certainly knew they were buying a product from Viking Range.
#Eaton viking oven license#
It then reached agreement with Sears Canada for the license of the “Viking” brand. Not very long ago, in the Canadian market, Viking sold its product under the “Ultra-Line” brand. If true, this is where the story seems to turn from a standard tale of capitalism, to a sorted and ugly affair. Our tipster claims that Electrolux and Sears Canada plan to manufacture a line of premium major appliances under the “Viking” brand for sale through Sears Canada, and through Electrolux dealers which do not compete with Sears locations. Though Viking’s licensing agreement restricts Sears from employing the brand for super-premium appliances, Sears can still rent or sell the brand for use in the premium category or below or for use in small appliances. That the winning bidder was none other than Electrolux. Our unconfirmed tip, but credible source says……. PART II: As has not yet been reported is what Sears is doing with the “Viking” brand. Viking was not willing to pay the price that Sears was demanding, or to meet or beat the high bidder. This is all unfortunate for Viking, but it is capitalism. (This doesn’t entirely make sense to us……since it would seem that a home owner might want brand-unity throughout the kitchen, even if “Brigade”, and would want delivery as soon as available.)
![eaton viking oven eaton viking oven](https://www.automaticwasher.org/TD/AWJPEG/VINTAGE/2011/maytaga710++8-9-2011-22-16-44.jpg)
Brigade (if it is Brigade) will offer all the products currently available under the Viking brand, as you would all imagine.ĭealers placing orders BEFORE January 4 th, will be shipped “Viking” brand product.ĭealers placing orders for standard products after January 7 th will receive Viking brand products.ĭealers placing special orders after January 7 th will receive Brigade brand products, but shipment will occur after April. Other sources tell us that Viking has chosen to sell under the “Brigade” brand in Canada, and that the transition will be complete the beginning of April. The current brand agreement is set to expire in the first half of 2013. Our sources say that Sears was only interested in cash. Viking’s offer of cash + other valuable prizes was rejected by Sears Canada. Sears owned the brand as part of their purchase of the Eaton Department Stores which had at one time sold coal burning “Viking” brand stoves generations ago. PART I: As has been reported, Viking has been in negotiations with Sears Canada about the renewal of their licensing agreement of the Viking name for super-premium appliances.