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Sub-Zero Brand Positioning Changes


  • Product line or series name changes
  • What are Built-In, Integrated, and Professional series names changing to
  • New name of Sub-Zero product lines


In March 2019, Sub-Zero repositioned our refrigeration product line naming to clarify and better represent our products. The changes and explanation are included below:

Current NamePROBuilt-InIntegrated
New Series NamePROClassicDesigner
What the new series name tells the customer
  • Easily understood and well represents product without misleading as truly commercial
  • Visual identity tied to our brand heritage
  • The iconic Sub-Zero appearance
  • Definitive. Authoritative. Elegant. Finest. Timeless. Brilliant. Shining.
  • ‘Classic’ is a term used to describe an idea so strong, so universally appealing, that it defies trend – it suggests that it’s built to last, will become a cornerstone of any kitchen, and stands for timeless good taste
  • Ultimate aesthetic flexibility
  • My designer has free reign to create my unique kitchen

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