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GE Appliances Creates Bodewell™, A New End-To-End Customer Focused Brand
[April 22, 2024]

GE Appliances Creates Bodewell™, A New End-To-End Customer Focused Brand

GE Appliances, a Haier company introduces Bodewell, a personalized appliance care service designed to provide a hassle-free home experience. Bodewell's local team of experts, who understand the unique needs of consumers, offers tailored shopping selections and white-glove service.

This press release features multimedia. View the full release here:

Rolling out nationally over the next several months, Bodewell's live, personal concierge representatives ensure consistent and reliable appliance delivery, replacement, service, and support for seamless appliance ownership, saving valuable time for consumers with streamlined solutions. Bodewell places the consumer first, revolutionizing the appliance purchase and ownership experience.

The new Bodewell brand sets the industry standard by offering personalized care through a network of authorized servicers for all appliances, not just those manufactured by GE Appliances. The unique approach sets the brand and company apart from the competition. Bodewell demonstrates a commitment to building relationships, earning trust, and delivering exceptional care.

"Bodewell is a significant step forward in our commitment to revolutionize the appliance ownership experience," said Jason West, executive director at GE Appliances. "Our goal with Bodewell is to provide a seamless hassle-free home experience, not only for any GE Appliances' brand you may own but for any appliance found within the home. We believe in creating lifelong relationships with our customers, and Bodewell is a testament to that belief. It's not just about the moment; it's about being there for our customers throughout their journey."

"Bodewell is our commitment to being a constant in our consumers' lives, adapting to their evolving needs nd supporting them from selection and purchase through the life cycle of an appliance," said Rick Hasselbeck, chief commercial officer at GE Appliances. "We have been the only company with its own dedicated, trained factory service technicians and we are extending that expertise even further to better serve homeowners, families, retailers and builders. We created this brand to build relationships with our owners that last a lifetime, ensuring a seamless, hassle-free home experience."

Bodewell is an evolution of the long-trusted dedicated service network of trained GE Appliances service technicians and customer care centers that now includes greater order tracking for on-time fulfillment and support in addition to lifetime support for appliance needs. As the rollout expands, these providers will become part of the Bodewell ecosystem with greater linkage to streamline customer needs with single points of contact.

Beginning as a pilot program by GE Appliances in Florida, the expansion will be completed for national consumers by the middle of this summer and consumers will begin to see Bodewell vans in their own communities. Click to learn more about Bodewell or watch this video summary here:

About GE Appliances

At GE Appliances, a Haier company, we come together to make "good things, for life." We're creators, thinkers and makers who believe that anything is possible and that there's always a better way. We're a company powered by our people, made stronger through our diversity - allowing us to grow closer than ever before to our owners, anticipate their needs and enhance their lives. We're certified as a U.S. Great Place to Work ™, named one of the Best Companies for Multicultural Women by Seramount (formerly Working Mother Media), Achievers Top 50 Most Engaged Workplaces, received a perfect score for the fourth year in a row on the Human Rights Campaign's Corporate Equality Index, and named one of the top 100 Internship Programs by Way Up.

Since 1907, we've built innovative, quality products that are trusted in half of all U.S. homes. We sell appliances under the Monogram®, CafĂ©™, GE Profile™, GE®, Haier and Hotpoint brands. Our products include refrigerators, freezers, cooking products, dishwashers, washers, dryers, wine & beverage centers, air conditioners, small appliances, water filtration systems and water heaters.

To learn more about our company, our brands, our Corporate Citizenship efforts, our economic impact, and working for GE Appliances, visit

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