GE Profile™ expands the cleaning category to deliver a smarter laundry experience


LOUISVILLE, Ky.–(BUSINESS WIRE)–GE Profile™ brings laundry to life by unveiling its new line of smart washing machines at the 2022 Kitchen and Bath Industry Show (KBIS), which includes the first-ever washer with a built-in voice assistant. The portfolio expansion is part of GE Appliance’s recently announced $450 million investment aimed at product innovation and job creation.

“GE Profile is about taking everyday tasks that people think can only be done one way and challenging that norm by creating smarter solutions,” said Todd Getz, Executive Brand Director for GE and GE Profile. . “The laundry was a natural place for GE Profile to grow, and as a result, we’re giving today’s busy consumer a better way to clean. Our new laundry product portfolio delivers a personalized laundry experience with simple voice and AI capabilities. »

The full line of GE Profile laundry detergents includes the Top Load 600, 700 and 900 series as well as the Front Load 950. Industry-leading features across the portfolio include:

  • Smarter washing technology which automatically detects the amount of dirt and grime in the water and adjusts the cycle to clean the exact amount, avoiding over-washing and under-washing, wasting time, water and energy.
  • SmartDispense™ Technology automatically adjusts the amount of detergent dispensed based on the size of the load and the detergent used.
  • Tangle Control smart technology adapts wash action to minimize tangled loads.
  • Microban® antimicrobial technologyis integrated into components including the seal, dispenser and drain system providing Protection That Lives On™ load after load to help prevent the growth of odor-causing bacteria.

The GE Profile Top Load 900 Series features the first-ever washer with a built-in voice assistant that lets users dance to their favorite song, check the weather, and set their cleaning cycles to specific care instructions or eliminate stains with a simple command. Available in Diamond Gray and Sapphire Blue, the Top Load 900 will be available June 2022 for a suggested retail price of $1,299. The Top Load 600 Series is available online and at select retailers in White and Diamond Gray for a suggested retail price of $899 or $999. The 700 Series will be available Spring 2022 in White and Diamond Gray for a suggested retail price of $999 or $1,099.

The GE Profile Front Load 950 Series features innovative technology that helps owners customize every wash, including Adaptive SmartDispense, Stain Guide, and AI-powered wash and dry technology. It is the only machine with an UltraFresh™ vent that uses adaptive intelligence to learn customer usage trends and is equipped with an UltraFresh™ sensor with Microban® Antimicrobial technology. Units will be available in Carbon Graphite in April 2022 for a suggested retail price of $1,549.

To experience GE Profile smart technology firsthand at KBIS 2022 or to book a virtual tour, email For more information on GE Profile and its product line, visit or follow @geprofileinnovationstudio on Instagram, Pinterest or YouTube.

About GE Appliances

GE Appliances strives to make the world a better place, and its team is committed to leading in the communities where employees live and work. GE Appliances is an organization rooted in purpose and driven by passion. She thinks there is always a better way. It sells products under the Monogram®, Café™, GE Profile™, GE® Appliances, Haier and Hotpoint brands. Products include refrigerators, freezers, bakeware, dishwashers, washers, dryers, air conditioners, water filtration systems, water heaters and small appliances. For more information, visit


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