Manufacturing Today - November/December 2016 - 170

Danby
www.danby.com / Sales: $400 million / HQ: Guelph, Ontario / Employees: 250 / Specialty: Refrigeration and
specialty appliances / Jim Estill, CEO: "It is better to produce closer to market whenever possible."

International

Setting Standards

danby's pioneering appliances have helped it build a
footprint throughout north america. by eric slack

danby is the leading refrigeration
and specialty appliance company
in north america.

Founded in 1947 in Canada, Danby
is a North American marketer of refrigeration and specialty appliances.
The company has locations in Ontario, Ohio, Massachusetts and Alabama,
having built strong niches in smaller
170

manufacturing-today.com NOVEMBER/DECEMBER 2016

appliance areas such as bar fridges,
smaller freezers, air conditioners and dehumidifiers.
Today,
Danby is the leading refrigeration
and specialty appliance company
on the continent,
offering
unique
and inspired appliances loved by
people across the
region. It strives to
continually evolve
the functionality
and
innovative
features of its appliances to ensure
that its appliances
look good and are
built great to the
highest standards.
Throughout its portfolio,
Danby offers a diverse array of entertaining, home
comfort, kitchen,
laundry and refrigeration
products.
These include everything
from icemakers, kegerators, wine
coolers, beverage centers, portable
air conditioners, window air conditioners and dehumidifiers to microwaves, ranges, dishwashers, small
appliances, washing machines, apartment size refrigerators, compact refrigerators and freezers.

Reaching the Customer
The company goes to market through
major retailers such as the Costco's
and Home Depots of the world, as
well as through independent retailers. To some extent, the company is
stronger in the independent channels
vs. the mass merchant channels. The
company has built its brand by finding
niches that it can own, as it wants to
be the leading option for consumers
when it comes to their specialty appliance needs.
"We're not focused on the large appliances necessarily; instead we focus
on those appliances that can be found
in places like the garage and behind
the bar," CEO Jim Estill says. "That
market is growing as people are doing
things like home stays for vacations,
and bar fridges are things that are
aspirational. We are doing outdoor
products, as people do more with
their outdoor spaces today. We also
do good business in the student market, too, because most students have
their own smaller fridges. Those are
all growth markets."
Danby's focus is on ensuring that
it is seeing enough sales volume so it
can work on cost effective ways to produce its products. It has found cost effective ways to produce its microwave
refrigerator combination product in
its Massachusetts location, as well as
doing some of that assembly in Alabama. "Our products can be bulky and
shipping can be expensive," Estill says.
The company views its supply chain
as key to making its products competitively. Danby sees its supplier rela-


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