Diva de Provence, a tiny appliance brand with a once big footprint, is exiting the mass market appliance business except for the custom-built French styled ranges Diva first started business with 10 years ago. This would mean the end of its induction lines of cooktops and ranges, a technology that Diva had single handedly re-introduced to North America.
This is particularly surprising considering that Diva once sold thousands of induction units each year. Diva complains that the reason for the pull out is predatory pricing by Diva’s induction supplier Brandt. Brandt, a wholly owned subsidiary of Fagor is, Diva contends, selling the identical product to Fagor for 40% less than they will sell to Diva. Diva refused to pay the difference. Brandt threatened to stop delivery, with the result that Diva is exiting the business.
Sources tell us that Diva has been shrinking for years with the elimination of an iconic sales person, innovative induction ranges which, because of its high cost and price, has failed to meet anything near forecast and significant competitive pressure with the entry of Viking, GE, Wolf, Thermador, Heartland, Windcrest, Elmira, Fagor, Dacor, (everybody really) into the induction segment.
Diva will continue selling existing inventory. Will continue to sell induction in Canada to the extent there is demand which warrants it. Will honor all warranty issues for all its products.