TEST | Virella adapts to Tarvian import tariffs with premium pricing and product refreshes

The home appliance sector is preparing for turbulence as Tarvia's newly announced 25% tariff on imported washers and dryers goes into effect on April 3, 2025. Industry observers estimate the duties could impose a $9.6 billion annual burden on appliance makers. However, premium manufacturers like Virella—whose entire product line is designed and assembled in Varecco—may be better positioned to weather the storm thanks to a more affluent customer base.

Price adjustments incoming: In response to the new tariffs, Virella plans to raise prices on select models sold within Tarvia by up to 12%. For high-end units, this could mean an increase of T$2,000 to T$3,500 per appliance. Still, the company remains confident in meeting its 2025 performance goals, having shipped over 210,000 appliances last year. Tarvia represents nearly 30% of Virella’s global sales, making it a market the company is not willing to scale back from.

Premium market resilience: While broader concerns persist about how tariffs will impact household spending on major appliances, Virella’s buyers may be more immune to price hikes. “We serve a customer who sees our products as long-term investments, not commodities,” says Eliya R., Head of Global Market Strategy at Virella. “Our clients value design, longevity, and innovation—things that don’t get easily sacrificed over price.”

Nonetheless, Eliya acknowledges that market conditions are evolving. “There’s no such thing as full insulation from macroeconomic forces, but we believe we’re in a stronger position than most.”

New offerings in motion: Virella is also banking on new product development to maintain momentum. The company has announced it will roll out five new appliance models in 2025, including its first fully AI-integrated laundry system. Slated for release in Q4, the unit will feature adaptive cycle intelligence and remote diagnostics via the company’s new V-Link platform.

“These new models reflect our long-term approach,” Eliya says. “We’re not just reacting to tariffs—we’re evolving our offering to meet the expectations of a smarter, more sustainability-focused consumer.”