True Refrigeration unveils a new residential showroom in New York City, showcasing a blend of timeless craftsmanship and modern design in their American-made appliances, reflecting the company’s commitment to quality and longevity in the face of industry trends.
True Refrigeration is a rare family-run American company that still manufactures products in the United States and has not been acquired by a hedge fund or private equity firm. Originally, the company was a true startup, founded by Bob Trulaske and his son Frank in their house in Saint Louis, Missouri, where they designed the first large upright freezer on the market. Later, they created the Wrapped Rail Roll-Top Bottle Coolers for beer and beverages, which have since become a staple in delis and grocery stores worldwide.
Not content to rest on its laurels, the company launched its True Residential line in 2008, currently available exclusively in the United States. The company is now capitalizing on its success with the opening of a showroom for this line at the Architects and Designers Building in New York City.
True Refrigeration’s significant push into the residential sector was driven by a shift in kitchen design trends, according to Steve Proctor, True Residential’s Director of Sales and Marketing.
“In the early to mid-2000s, stainless steel was becoming more common in kitchens, and people began incorporating our industrial systems into their personal kitchens,” Proctor said during the showroom opening event. “We believed we could create dedicated residential systems.”
The new Manhattan showroom features an assortment of refrigeration units in various configurations. These range from a massive grouping of three 30-inch units unified by a single grill to ice machines, wine coolers, and apartment-sized under-the-counter refrigerators. They are available in a variety of warm pastel powder-coated colors, such as cobalt and sage, as well as custom colors and traditional ones like black, white, and stainless steel. Proctor noted that the company handles its own painting in-house, using a proprietary powder coating system.
The new showroom should prove to be a valuable resource for designers looking to visualize how these different refrigeration units, offered by this relatively new player in the residential market, will fit into high-end kitchens. Alongside various True Residential floor models, the showroom includes a textured biophilic wall, pendant lighting from the Venetian brand Lodes a Caliber grill, and a Dekton by Cosentino countertop.
Despite the home-friendly aspects of the product line, Proctor emphasized that it pays tribute to the company’s heritage with a robust build quality, allowing all the units to be used both indoors and outdoors.
“It maintains the commercial style but has been modernized for home use,” he said. “You can still see the robust hinges and stainless-steel interiors.”
True Refrigeration also maintains a tradition of longevity in an era of built-in obsolescence, thanks to its international service system capable of replacing parts even after decades of use.
“We service products in Santiago, Chile, the same way we do in the United States,” he said, adding, “We received a call from Saudi Arabia for a 35-year-old product that only needed a new motor, and we were able to replace it.”
With its new residential line, True Residential appears poised to endure for many years to come. The company has updated its aesthetic while retaining its signature features. More importantly, True Refrigeration has retained control over its manufacturing process and maintains a service department with international reach, providing access to an inventory of in-house-made replacement parts—an authentic testament to the company’s strong commitment to its customer base.
