American families are getting priced out of their own kitchens.
Foreign companies are laughing all the way to the bank.
And one Italian company just exposed the brutal truth about what’s wrong with American manufacturing.
Italian appliance maker celebrates decade of dominating American kitchens
SMEG USA just threw a party to celebrate something that should make every American manufacturer hang their head in shame.
The Italian appliance company announced it’s celebrating 10 years of its small appliances taking over American kitchens.¹
Think about that for a second.
A foreign company is bragging about how they’ve spent a decade convincing Americans to buy their overpriced toasters and coffee makers instead of supporting American jobs.
SMEG’s managing director Rod Gower couldn’t contain his excitement about how much money they’ve made off American consumers.
"Reaching the 10-year mark in the small appliance market is a significant achievement that underscores SMEG’s long-term investment in design-led development and brand differentiation," Gower said.²
In other words, they’ve figured out how to get Americans to pay premium prices for basic kitchen appliances by slapping some retro styling on them.
The company is so confident they’ve got American consumers wrapped around their finger that they’re launching a whole anniversary campaign.
They’re even giving away a hand-painted citrus juicer as if it’s some kind of precious artwork.
Foreign companies win while American workers lose
SMEG’s success story represents everything that’s gone wrong with American manufacturing over the past few decades.
These aren’t cutting-edge appliances that require some kind of specialized Italian expertise.
We’re talking about toasters, kettles, and coffee makers.
Basic kitchen appliances that American companies used to make right here at home.
Companies like Sunbeam, Hamilton Beach, and Black & Decker built their reputations making quality small appliances in American factories with American workers.
But somehow we’ve been convinced that paying three times as much for a toaster is worth it because it has "nostalgic lines" and "1950s spirit."
SMEG brags about their appliances becoming "protagonists of the kitchen" and being "celebrated as functional works of art."³
That’s fancy marketing speak for "we convinced Americans to pay luxury prices for basic appliances."
Meanwhile, American manufacturing jobs continue to disappear as companies move production overseas or lose market share to foreign competitors.
The real cost of choosing style over substance
The SMEG phenomenon represents a broader problem in American consumer culture.
We’ve become obsessed with Instagram-worthy kitchens and Pinterest-perfect homes while forgetting about the hardworking Americans who used to make these products.
A SMEG toaster can cost $200 or more.
You can buy a perfectly good American-made toaster for $30.
But social media influencers and lifestyle bloggers have convinced people that spending seven times more is somehow worth it for the "aesthetic."
The company even admits their appliances have become social media darlings, partnering with influencers and launching Instagram giveaways.
They’re not selling appliances anymore.
They’re selling status symbols.
And American workers are paying the price.
Where are the American alternatives?
The saddest part of SMEG’s anniversary celebration is that it highlights how little American companies have done to compete.
Instead of innovating and creating beautiful, well-made appliances here at home, too many American manufacturers have focused on cutting costs and moving production overseas.
We’ve ceded the high-end appliance market to foreign companies like SMEG while our own manufacturers race to the bottom.
This is exactly the kind of challenge that American companies should be rising to meet.
There’s clearly demand for stylish, well-designed small appliances.
American consumers are willing to pay premium prices for quality products.
But instead of American entrepreneurs and manufacturers stepping up to fill that demand, we’re letting Italian companies cash in while American workers sit on the sidelines.
The good news is that there’s still time to change course.
American manufacturers could learn from SMEG’s success and start investing in design and quality again.
But it’s going to take a commitment to putting American workers and American manufacturing first.
We can’t keep celebrating foreign companies’ success while American manufacturing continues to decline.
It’s time to make American appliances great again.
¹ SMEG USA, "SMEG USA Launches Anniversary Campaign Celebrating 10 Years of Its Iconic Small Appliances," PRNewswire, July 9, 2025.
² Ibid.
³ Ibid.
