Monogram Canada announced a collaboration with luxury brand Holt Renfrew during its “Elevated Entertaining: A Dining Series” this month, featuring Michelin Star chef Patrick Kriss. With the series, which ended at Holt Renfrew in Vancouver on Oct. 24, the high-end appliance brand is sharpening its focus, according to Bob Park, chief brand officer for GE Appliances Canada, which owns Monogram.

“We target high net worth individuals, ages 35 to 65,” Park tells strategy. “More particularly, those who are homeowners with perhaps a renovation or new build in mind within the next three years. (We estimate this to be under 1% of the Canadian population.) As it is a very small segment, the marketing must be equally as targeted to meet the challenge of delivering the message.”

The national series debuted at Holts Café Bloor Street in Toronto on Oct. 3, with subsequent events at Holts Café locations in Montreal and Vancouver throughout October. The events featured chef Patrick Kriss (pictured above), founder of Alo Food Group.

The series was an invite-only event designed exclusively for Monogram and Holt Renfrew VIPs. The events included a four-course meal co-created by Kriss and the Holt Renfrew Culinary Division as well as live cooking demonstrations by Kriss, which showcased Monogram’s Professional Induction Range.

“By Partnering with Holt Renfrew we feel we’re telling much the same story to very much the same audience,” Park says. “Holt Renfrew has long been the premier retailer for luxury fashion in Canada. The intersection of the culinary arts and haute couture seem to be a great fit, and so far has resonated well with our shared consumer.”

Additionally, Orlando Carreira, Monogram’s in-house mixologist, created a cocktail using Monogram’s Forge Heated Ice Press, which Park says added another layer of sophistication to the event.

“Given the attendance and consumers that are now aware of this campaign, we know we are speaking to the right people,” Park adds. “I think we can safely say that a whole new group of consumers are now familiar with Monogram, where they might not have been before.”