“If you build a quality product, you will always have customers.” This business philosophy seems simple and straightforward enough; however, its overwhelming scarcity in the modern commercial world nearly qualifies it as an anachronism, something that belongs to the past rather than to the present. These clear and concise words were pronounced by one, Westye F. Bakke, a Dutch-American who began experimenting with refrigeration in the 1930s so as to create a trustworthy means of storing his diabetic son’s insulin. At the time, the current range of freezers were simply unreliable preservers. Regarding this as a call to action, Bakke utilised a collection of scrap metal to fabricate his first freestanding freezer, a process which involved bending refrigeration coils with his bare hands. This occurred in 1943. Not long after, in 1945, the bold innovator launched the Sub-Zero Freezer Company in Madison, Wisconsin. This was a particularly courageous move, as the United States at the time was teaming with a plethora of refrigeration manufacturers. Bakke was unfazed. His company introduced the very first system for preserving food at ultra-low temperatures, literally “sub zero”. The Sub-Zero Freezer Company quickly garnered a reputation for quality and innovation.

In addition to these tried-and-true founding principles of quality and innovation, Wyste Bakke refused to play the price-volume game, a game favoured by nearly all of his competitors. As such, he focussed instead on earning a fair profit – a what?! – and customer retention. 75 years on, Sub-Zero’s business model continues to be robust. This is particularly impressive in light of the over-saturation of the market with cheap, inexpensive and poorly made refrigerators/freezers. The bountiful integrity inherent in such a commercial philosophy has rewarded Sub-Zero with not only longevity, but it has carved out a niche as the last remaining privately held high-end appliance manufacturer in the entire of North America. By controlling every step of the manufacturing process, a “quality without compromise” is easily and consistently achieved via the use of premium-grade materials, state-of-the-art technologies and the highest calibre craftmanship. Specifically, what does this “quality without compromise” look like? Imagine, if you can, a refrigerator-freezer with seals so secure that frozen food fails to thaw after a multiple-day power outage. In addition to this unsurpassed functionality, a NASA-produced air-purification system “scrubs” the air of ethylene and odour every 20 minutes. Most are likely unaware even of the existence of such technology! Sub-Zero’s legendary reliability, not surprisingly, has resulted in building healthy and ongoing customer confidence.

In 2000, Sub-Zero acquired the Wolf Range Corporation, a California-based domestic appliance line which includes professional-calibre grills, ranges and cooktops for both home and commercial use. This acquisition could be described as the amalgamation of “kitchen soulmates”. The expansion beyond refrigeration has enabled Sub-Zero and Wolf to provide their clients with the world’s best kitchens, literally. A most powerful combination of dependability, performance and design is responsible for Sub-Zero and Wolf appliances being the hands-down favourite of both the most renown commercial chefs and most discerning home cooks. When you consider the evolution of the home kitchen from a purely functional space to the modern-day equivalent of the soul of the home – in many cases, the definitive showplace of the home – it is easy to understand that the kitchen is now THE place where life happens. Through changing lifestyles and increased disposable income, not to mention 75 years of innovation from Sub-Zero and Wolf, the kitchen is the epicentre of sharing food, drink, conversation and confessions among loved ones. Recognising this helps you to realise that you deserve to make your home kitchen the best that it can possibly be. Sub-Zero and Wolf opens the door for you to create your very own “moments worth savouring” and to experience and enjoy a lifetime of satisfaction. Visit the Melbourne showroom at Ground Floor, Bank House, 11-19 Bank Place, for a personal and in-depth one-on-one consultation.     

Sub-Zero and Wolf

Sub-Zero and Wolf


Sub-Zero and Wolf

Sub-Zero and Wolf

Lifestyle & Design

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