Home Depot Brings in Bosch for Urban Shoppers

The Home Depot has introduced a line of Bosch appliances designed for apartments and other small spaces. The rollout marks the brand's first availability in Home Depot stores.

Aimed largely at Millennial urban shoppers, the line from BSH Home Appliances includes a dishwasher, refrigerator and washer/dryer, all of which are high capacity but require minimal space. Their attractive looks and quiet operation make them suitable for use in studio apartments and kitchens that may double as living rooms or offices.

"Bosch is most notable in its strength in dishwashers and products that solve small-space needs," says David Passafiume, Home Depot’s merchandising vice president. "We're excited to have Bosch as a new partner and to bring this innovation to our customers."

“Bosch home appliances is proud to add The Home Depot, the world’s largest home improvement retailer, to our elite group of distribution partners,” John Iacoviello, senior vice president of sales at BSH Home Appliances, said in a media release. 

Key features of the products include:

18-inch dishwasher with concealed controls: By adding a third rack, the product offers 30% more loading capacity than a standard-size dishwasher.

24-inch refrigerator: A HydroFresh Drawer keeps food fresh, while the OptiFlex hinge makes it easy to fit into limited space on the outside. An extra-deep frozen food drawer accommodates several stacked frozen pizzas. For the tech-savvy, a Home Connect app allows control via smart devices.

Washer/dryer: At 24 inches each, the high-efficiency pair can be stacked in a spare closet or placed side by side in the kitchen. 

Over the past 16 years, The Home Depot has been steadily increasing its focus on urban markets, which has included inner-city stores with footprints of 50,000-or-so square feet (about half that of typical stores) and a greater emphasis on design and decor.

The urban marketing initiative is heavily slanted toward young adults, and even employs a cadre of Millennial designers who have worked for big design companies. City-dwelling Millennials tend to rent homes for longer time periods than previous generations.

BSH Home Appliances is a division of BSH Hausgeräte GmbH, the largest manufacturer of home appliances in Europe.