Design Without Compromise

“Today, our washing machines are often located in the living room, not in the basement – so no handle, no panel and no button should stand out. Every surface is part of the overall experience. For us, design is not just about beauty, but especially durability and consistency too. ALEXIT UniqueChrome gives us the freedom to make this claim visible.”

In the market for high-quality household appliances, every detail counts. Customers expect not only top performance, but also flawless surfaces that retain their perfection even after years of use. However, combining different materials – such as plastic and metal – often results in color differences or variations in gloss.

With the further development of the series, door rings also became significantly larger and more complex, which further increased the demands on the coating. The metallisation processes used previously were no longer able to reliably reproduce these new geometries – a clear reason to look for an alternative solution.

Many surfaces are constantly exposed to cleaning products – or, as in this case, bleaching products in the USA. Residues often remain on the surface for months: a mammoth task for the chemical resistance of the coating.

In the past, these challenges led to high reject and complaint rates as well as high production costs. For a company that sees premium quality as its brand promise, this was not an option.

ALEXIT UniqueChrome is a coating solution that replaces traditional electroplating processes without compromising durability or process stability. The system offers:

• Uniform appearance between plastic and metal parts
• High resistance to cleaning, bleach and moisture products
• Reduced rejection rates thanks to stable color and gloss tolerance
• More efficient production due to the elimination of complex metallisation steps
• Lower complaint rate thanks to high chemical resistance
• Chrome replacement offers a wide range of colors – much more than classic metallisation

"With ALEXIT UniqueChrome, we were able to reposition our product line both visually and technically – and with impressive process reliability. Even complex components can be realised in a design finish."

In the American market, where design and quality are inseparable, ALEXIT UniqueChrome creates a clear competitive advantage. The technology makes it possible to create complex shapes, customised fronts and finely tuned metallic tones without the limitations of other coating processes.

The result: a premium product that not only looks good, but is also resistant to cleaning and bleach products.