By Alan Wolf

Maytag has added a new finish to its kitchen appliance lineup that was inspired by cast iron cookware.

The Whirlpool brand’s new Cast Iron Black option features a finely textured matte finish that’s both attractive and resilient, with the ability to resist scratches and hide minor dents and fingerprints.

“Our new Cast Iron Black finish is as tough as it is timeless,” said Allison Gillespie, Maytag Senior Brand Manager. “It gives your kitchen a sleek and powerful look, while keeping your perishables cold, your dishes clean and your dinner hot.”

Indeed, the new finish has withstood 1,000 hours of testing to ensure that it could endure daily wear and tear. It also ties in with a trend in kitchen design toward colorful cabinetry, mixed textures and unique backsplashes and accessories, the manufacturer said.

Cast Iron Black is the latest effort by appliance makers to extend demand for premium finishes beyond stainless steel, which brought the commercial look into residential kitchens but is prone to smudges and scratches. Other new finishes, introduced at this year’s Kitchen/Bath Industry Show (KBIS), include the bronze-like Tuscan Stainless from Samsung and a glass-coated platinum finish from GE Appliances’ Café collection, which join the increasingly popular black stainless as an alternative to traditional stainless steel.

“While stainless steel continues to be the most popular finish, colors like black stainless are gaining a foothold and are definitely driving new sales,” observed Chad Evans, GM of Merchandising for AVB Inc. The introduction of new colors also promotes sales of complete kitchen suites, he said, since a customer who wants a black stainless refrigerator will be inclined to also purchase a color-matching range, OTR and dishwasher.

“With the new Cast Iron Black finish, I think that dealers will hope to see a similar concept of replacing an entire kitchen to make the products match,” Evans observed. “The look is very sharp and unique and will hopefully help to drive complete kitchen package sales.”  

Select Maytag models available in Cast Iron Black are shipping now, including its:

  • 36-inch side-by-side refrigerator (model MSS25C4MG);
  • 30-inch-wide true convection gas range (model ME/GR8800H);
  • Top control dishwashers (models MDB7959SH and MDB8989SH); and
  • OTR microwaves (models MMV1174H and MMV4206H).

YSN is published by BrandSource parent company AVB Inc.