Kenmore Mixes It Up

This week Sear’s private brand Kenmore brand introduced an innovative new design for the stand mixer category. The Kenmore Elite Ovation 5-quart stand mixer features a patented “pour-in top” design that allows cooks to add ingredients directly into the mixing bowl without stopping the mixer, providing time-saving convenience. Combined with a 360-degree splash guard, Ovation ensures those ingredients stay in the glass mixing bowl, without splattering on kitchen countertops.

“Kenmore Elite Ovation could be the most innovative small kitchen appliance in the past 20 years,” said Tom Park, president of Kenmore, Craftsman and DieHard brands at Sears Holdings. “Our research shows that home chefs were frustrated with how difficult it is to add ingredients to traditional stand mixers. Ovation’s sophisticated, elegant design and performance is nothing short of amazing – and could be displayed in a museum of contemporary art.”

Starting this week, a limited quantity of the Kenmore Elite Ovation stand mixers are available for pre-order at – priced at $449.99. Available in Metallic Gray and Burgundy, products will be shipped to customers in July.

“We are excited to offer the latest in Kenmore innovation, the Ovation, at Sears to our members who have a passion for cooking and baking,” said Leena Munjal, Chief Digital Officer at Sears Holdings. “Kitchen enthusiasts and home chefs who tested the Kenmore Ovation thought it was not only an incredibly functional appliance, but also a beautiful addition to their kitchen. Pre-order this new breakthrough stand mixer starting today at And the first 500 Shop Your Way members who pre-order Ovation will receive $100 CASHBACK in points*.”

For decades, adding ingredients to traditional stand mixers presented challenges for home chefs, requiring them to tilt the entire motor up to gain access to the bowl. Now, with Ovation’s ‘pour-in top’ design, cooks can keep mixing without the mess. So baking with help from younger kids becomes more about the cooking and less about the clean-up.

The idea for Ovation came when a Kenmore product designer and his daughter were making waffles using a traditional stand mixer and she asked, ‘dad, why can’t we just pour the ingredients right in the middle?’ The talented Kenmore industrial design team then ran with the idea, solving the engineering challenges to perfect the ‘pour-in top’ design.

The Kenmore Elite Ovation also features:

  • Industry leading 5-year limited warranty
  • 10 speeds driven by 500 watts of power to effortlessly whisk, whip, knead, and more
  • A high capacity 5-Qt. glass bowl and lid with an exclusive LED light for clear visibility
  • A tilt and glide feature for easy mobility on countertops
  • Exclusive accessories include: egg separator and grater, splash guard, easy-pour funnel, wire whisk, dough hook and flat beater
  • Lift handle for easy in-bowl access
  • An exclusive cookbook with 15 Kenmore recipes in-box
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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.