Appliance brand Ilve has dropped the prices of its built-in ovens by up to 26% across Australia.

The company’s 600WMP built in oven endured the largest price drop. It now retails for $1,599 from $2149.

Ilve believes the price drops will help it “connect with a wider range of consumers and play a greater competitive role in the market.”

“The price reduction in our products has allowed our retailers to now specify ILVE products in new situations where previously they may have been price prohibitive,” said Chris Tracey of ILVE National Sales Manager.

The strategic move will see the Italian brand satisfy customers who are after a premium product available at a cheaper price.

“Having realised there was a gap in the market for premium cooking brands and products, by repositioning those products we have enabled our retailers across Australia to re-introduce ILVE built-in products.”

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Looking schmick

The Italian company tends to release innovative products, such as their Pyrolytic oven (600SLPY), which cleans itself by exposing left-over food remains to high temperatures, ultimately turning them into ash. This too has endured a price drop, from $2,799 to $2,499.
 
Read ILVE Self-Cleaning, Italian Design Oven $2499

Other products in the Ilve built-in oven range to undergo a price drop include their 700WMP (was $2749, is $2299) and their 948SXMP (was $4,649, is $3,999).