Signature Appliances is Australia’s premium destination for luxury home appliances — delivered with the down-to-earth service the Lee family has been known for across generations.
Launched in late 2022 as a new chapter of the Bing Lee family legacy, Signature Appliances brings over 69 years of experience from Australia’s largest family-owned retailer into a modern, design-led space.
Guided by the same values of integrity and customer care that Australians have come to know for decades, our flagship showroom in Willoughby invites homeowners, designers, and builders to discover appliances that inspire — all backed by an ethos of reliability and excellence.
Our Story
The latest chapter in a proud family legacy.
"Over the last 69 years, the foundation of Bing Lee has been built on the trust formed between Australians and our family. The Signature Appliances brand is the next step in that journey - a brand that pays respect to the legacy of Bing Lee and the core values it represents, combined with the opportunity of creating something exciting, new and premium. The introduction of the Signature Appliances brand is about carrying forward the values my grandfather has instilled in myself, my children and our entire Bing Lee family for the customer of today."
— Lionel Lee, CEO
Built on the Lee family’s retail heritage and long-standing belief in service and value, Signature Appliances fills a distinct niche: a destination where Australians can explore the world’s best appliance brands in a premium, design-led environment.
Signature Appliances is focused on the future of home luxury, with showrooms designed around innovation, inspiration, and sustainability. Our showroom showcases the latest in smart, energy-efficient appliances and invites customers to experience products in action.
Our Showroom Experience
Luxury you can see, touch, and experience.
Our Willoughby flagship showroom is a living, breathing environment designed to ignite inspiration. We have created a fully realised chef’s kitchen and lifestyle destination, complete with live demonstrations, a private dining space, a large outdoor area, and a consultation space that feels more design studio than retail floor. Every detail reflects the quality of the products and brands we represent.
Beyond a beautiful space to look at appliances, we have built the space from the ground up to be functional. We invite you to join us for live, chef-led cooking and product demonstrations that showcase the very best in premium appliances. From vacuum drawers and steam ovens to integrated appliances and wine cabinets, these sessions give you the chance to experience their performance first-hand.
If you’re building a new home, preparing a kitchen renovation, or looking for a single standout piece, we also offer one-on-one consultations with our industry specialists.
Our Specialist Team
Experts who make every experience personal.
Alexis Lovell
Showroom Manager
Over the course of her career Alexis has had the privilege of working in 5 different states at all levels within the business. Her specialty is the premium and luxury segment and she has significant experience in both sales and management. Signature Appliances will be the fourth time she has opened new stores in the managerial role. Alexis’ focus on quality over quantity, sustainability and attention to detail are hallmarks of her service and her leadership. Her passion for kitchen design and love for food and family have motivated her to share her knowledge and experiences with clients. Her other interests are sport, traveling, wine and music.
Anna Luchtenberg
Key Partnership Group Account Manager
Anna is originally from Germany and worked as wholesale manager and in marketing for international fashion brands in Europe before moving to Australia in 2017.
Having worked for more than 5 years in the retail and commercial space, Anna prides herself on attention to detail and high-quality service. She loves to work with clients to offer them the honest and professional German service in a feel-good atmosphere. Anna is Managing the Key Partnership Group liaising with Architects and Designers in all our premium and luxury brands.
Sandro Rossi
Senior Consultant
Born and educated in Rome, Sandro started to work in his family business at a very young age. A company dedicated to the production of handmade commercial kitchen cookers for the high end Italian market. After that following his passion for visual imaging he became a professional photographer servicing the advertising and arts spheres in Italy and in Australia where he settled in the 80's. Migrating back to the kitchen appliances world, Sandro has more than 20 years’ experience in Australia as a senior sales consultant in selling prestige and top end appliances and he is willing to deliver his knowledge to support any of your requests.
Richard Lovell
Senior Consultant
With more than 30 years' experience in the retail industry and a background in the banking and construction industry, Richard is able to offer his clients specialized knowledge and advice when it comes to selecting appliances for kitchens, laundries and alfresco areas. Richard has a keen interest in architecture and design and is able to guide a client through the myriad of options, choices and technologies available. Over many years as a kitchen appliance specialist, he has had the opportunity to work with some of Australia's best residential architects and interior designers. Knowledge gained from working in 5 different states helps him identify the specific needs of each client and project.
Franz Josef Rupp
Senior Consultant
Franz Josef trained in his hometown of Vienna in Austria as a Chef, Waiter and Hotelier. He has been working for 30 years internationally in 10 countries and 18 five-star hotels and corporate head offices, he eventually moved into retail where he operated his own bespoke appliance business for 18 years.
As a confessed foodie he loves to cook and entertain and has a soft spot for his wine collection, proudly protected by refrigerated wine cellars.
Having lived abroad for many years he is familiar with many aspects of international habits, customs and tastes which allows him to suggest solutions outside the box. He is continuously striving for the best solution to any challenge or problem be it the size, shape, design or technical aspect of an appliance, his thought is, there must be a solution somewhere and if it exists he will find it.
Our team is the best in the business. Every member of our team is a trained appliance expert who will listen, advise, and treat you with the signature warmth you expect — tailoring recommendations to your vision, budget, and lifestyle.
We’re proud to deliver a service experience that combines the down-to-earth care Bing Lee is known for, with the sophistication expected in a luxury environment. Our delivery teams extend the same level of service into your home, ensuring every product is installed with precision and respect.
What We Offer
The world’s leading brands, curated for your home.
We represent some of the world’s most respected appliance brands — including Miele, Smeg, La Cornue, Falcon, Asko, Bosch, Liebherr, Fisher & Paykel, Neff, Zip, andElectrolux — and bring you exclusive models and the latest innovations. Whether you’re building, renovating, or upgrading, we’re here to help you source products and create a space that’s both beautiful and functional.
Our Values
Integrity, quality, and respect — the foundation of everything we do.
Signature Appliances is guided by the same core values that have defined the Lee family’s businesses for decades. We believe in honesty, transparency, and keeping our promises. Quality is non-negotiable — we partner only with brands that meet our exacting standards for performance, sustainability, and design.
We are committed not just to our customers, but also to our people, our partners, and our community. Above all, we are here to earn and keep your trust. Whether you are choosing a single appliance or creating your dream kitchen, you can expect integrity, care, and excellence at every step.
