APPLiA – Home Appliance Europe has raised concerns over the U.S. expansion of Section 232 tariffs, now covering appliances like washing machines, refrigerators, and dishwashers. The 50% steel levy, intended to boost national security and domestic production, risks damaging transatlantic supply chains and raising consumer prices.
📉 A 2023 U.S. report showed that while metal output rose by $2.25B, downstream manufacturing fell by $3.48B. Previous appliance tariffs cost U.S. consumers $1.5B for just 1,800 jobs—over $800K per job.
📈 EU exports of major appliances to the U.S. grew 23% from 2018 to 2024, creating a trade surplus. APPLiA warns that global tariffs could divert goods to the EU, hurting local manufacturers.
🇪🇺 APPLiA urges the European Commission to oppose these tariffs, defend EU industry, and promote fair, rules-based trade rooted in WTO principles.
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Meet the Blueair Sleep Collection
Imagine waking up refreshed, breathing cleaner air, and feeling truly restored. The new Blueair Sleep Collection isn’t just about better air—it’s about transforming your entire sleep experience.
🌅 Mini Restful™ Sunrise Air Purifier Clock
Say goodbye to groggy mornings. This compact powerhouse purifies your air while you sleep and gently wakes you with a simulated sunrise. It’s the perfect blend of wellness and smart design.
💧 DreamWell™ Humidifier
Hydration meets serenity. The DreamWell™ delivers quiet, consistent moisture plus optional aromatherapy—ideal for calming your senses and balancing your environment.
Big moves at Beko: Balcıoğlu takes global strategy reins, Garzanli stays CEO of Beko Europe
Effective October 1, 2025, Mehmet Ragip Balcıoğlu has stepped into the role of Deputy General Manager of Global Marketing and Strategy. Formerly Deputy General Manager of European Commercial Sales and CEO of Beko Europe, Balcıoğlu brings a wealth of experience in international sales, commercial operations, and brand marketing. In his new position, he will spearhead the development of our global brand strategy and oversee the management of our diverse portfolio of 22 brands worldwide.
Meanwhile, Akin Garzanli—who has successfully led global marketing initiatives as Chief Marketing Officer for the past three years—will continue to serve as Deputy General Manager of European Commercial Sales and CEO of Beko Europe, ensuring continuity and strategic alignment across key markets.
This leadership evolution marks a significant step in strengthening our global presence and driving long-term brand growth.
Gorenje Earns Platinum EcoVadis Award, Cementing Hisense Europe’s Sustainability Leadership
In a landmark achievement for 2025, Hisense Europe—through its Gorenje brand—has secured the highest possible rating in the annual EcoVadis sustainability assessment, earning the prestigious Platinum award. This recognition places Gorenje in the top 1% of over 150,000 companies evaluated globally, underscoring its position as a trailblazer in responsible and sustainable business practices.
🏆 What the Platinum Rating Means
EcoVadis is one of the world’s most trusted platforms for rating corporate sustainability, assessing companies across four key pillars:
– Environmental impact
– Labor and human rights
– Ethics
– Sustainable procurement
Gorenje’s Platinum status signals exceptional performance across all categories, reflecting not just compliance but leadership in embedding sustainability into every layer of its operations.
🔧 Sustainability as Strategy, Not Slogan
This milestone isn’t just a badge—it’s a testament to Hisense Europe’s long-term commitment to sustainability as a strategic imperative. From energy-efficient appliance design to ethical supply chain management, Gorenje continues to push the boundaries of what responsible manufacturing looks like in the whitegoods sector.
🌱 Why It Matters for the Industry
As consumers and regulators demand greater transparency and accountability, recognitions like EcoVadis Platinum are more than accolades—they’re indicators of future readiness. Gorenje’s achievement sets a benchmark for appliance manufacturers worldwide, proving that innovation and sustainability can—and must—go hand in hand.
📣 Final Thoughts
At WhitegoodsNow, we celebrate brands that don’t just follow trends but lead with purpose. Gorenje’s Platinum rating is a powerful reminder that sustainability isn’t a checkbox—it’s a competitive advant
Europe’s Laundry Habits Are Getting Smarter — and Faster
Across Europe, laundry routines are evolving. A remarkable 58% of wash cycles now finish in under 90 minutes, with one in three wrapping up in less than an hour. And here’s the bonus: lower temperatures are becoming the norm — a win for both your wardrobe and energy savings.
⏰ Morning Loads Lead the Way
When do most people hit ‘start’ on the washing machine? Before noon. In fact, 54% of the 15,000 Europeans we surveyed prefer to do laundry in the morning. It’s no surprise — with hybrid work schedules and jam-packed mornings, speed and efficiency are more essential than ever.
✨ Quick Doesn’t Mean Compromise
Think fast cycles mean sacrificing cleanliness? Think again. Electrolux’s UltraQuick 49-minute program uses smart pre-mixing technology to deliver top-tier stain removal — all in under an hour at just 30°C.*
📊 Want More Insights?
Dive deeper into the data and discover how laundry habits are shifting across the continent in the full Truth About Laundry Report.
https://admin.betterlivingprogram.com/wp-content/uploads/2025/08/Truth-About-Laundry-2025.pdf
Gaggenau Redefines Kitchen Architecture with Vario Expressive Expansion
Gaggenau’s expansion of the Vario Expressive series is a masterclass in blending technology with architectural elegance. Here’s a breakdown of what makes this launch so compelling:
🧊 Modular Luxury Meets Design Philosophy
– Eleven new models span refrigerators, freezers, fridge-freezer combos, and wine cabinets.
– Each unit is modular, allowing for standalone installation or seamless side-by-side integration.
– This flexibility supports contemporary kitchen architecture, where appliances are part of the design narrative—not just functional add-ons.
🚪 Seamless Integration & Visual Harmony
– Handleless doors and flush surfaces eliminate visual clutter.
– Interiors are carefully structured, emphasizing symmetry and flow.
– The appliances are designed to resemble high-end furniture, elevating them to architectural elements.
🎨 Material Palette & Interior Aesthetics
– A restrained mix of dark brushed stainless steel, anthracite aluminum, and glass creates a calm, cohesive look.
– The palette supports a harmonious atmosphere, ideal for minimalist or modern interiors.
🍷 Specialized Functionality
– The inclusion of wine cabinets signals attention to lifestyle and luxury.
– These units likely feature precision climate control and elegant display options, aligning with Gaggenau’s reputation for performance and refinement
Bosch’s Microplastic Filter: A Smarter Way to Protect Our Waterways
Did you know that every time you wash synthetic clothes—like polyester, nylon, or acrylic—tiny plastic particles are released into the water? These microplastics are too small to be captured by standard wastewater treatment systems, meaning they often end up in rivers, oceans, and eventually, our ecosystems.
Bosch, a leader in sustainable innovation, has developed a game-changing solution: the WMZMPF10 Microplastic Filter, designed to dramatically reduce microplastic pollution from laundry.
✅ 97% Filtration Efficiency
This advanced filter captures:
– Microplastic particles
– Natural fibers
– Hair
– Detergent residue
All without the need for replacement cartridges or extra maintenance. It’s a powerful way to keep your laundry routine clean—and your conscience even cleaner.
🔄 Self-Cleaning Convenience
Thanks to its smart self-cleaning system, the Bosch filter stays effective for up to 6 weeks or 20 wash cycles before needing to be emptied. When it’s full, simply dispose of the collected waste using the included spatula—quick, hygienic, and hassle-free.
🛠️ Universal Fit & Easy Installation
The WMZMPF10 is compatible with all standard washing machines. Setup is simple:
– Mount it 10 cm above the water inlet
– No drilling required
– Scan the QR code for a step-by-step installation guide
🌍 Why It Matters
Microplastics are a growing environmental concern. By adding Bosch’s microplastic filter to your laundry setup, you’re taking a proactive step toward cleaner water and a healthier planet.
Magimix to Be Acquired by Lavafields Group
Ardian and Hameur Group are in exclusive talks to sell Magimix, the French premium kitchen appliance brand, to Lavafields Group. The deal is expected to close soon, pending approvals.
Founded in 1971, Magimix is known for high-end food processors, blenders, and coffee machines, with strong distribution in France, the UK, and the Netherlands.
Lavafields, a Franco-Belgian appliance group, owns brands like riviera&bar, Frifri, and Siméo, and distributes Ariete, Bissell, and others. The acquisition strengthens its position in Europe’s premium appliance market.
Following the sale, Ardian and Hameur will focus on Robot-Coupe, a global leader in professional benchtop equipml
LG’s Design Dominance Extends to Smart Appliances in 2025
LG Electronics has racked up an impressive 100 design awards this year across the Red Dot, iF, and IDEA competitions, with a significant share recognizing its cutting-edge domestic appliances.
At the 2025 Red Dot Design Awards alone, LG earned 35 honors—including the coveted Best of the Best—for products that blend aesthetic excellence with smart functionality. Among the standout winners were:
– 🧊 LG SIGNATURE Refrigerator with Smart InstaView™
A dual-award winner praised for its sleek design and intuitive interface. The InstaView panel lets users peek inside without opening the door, reducing energy waste while enhancing convenience.
– 🧺 LG Washing Machines and Dryers
Recognized for ergonomic design and AI-powered cycles that adapt to fabric type and load size, delivering both performance and sustainability.
– 🌬️ Air Conditioners and Air Purifiers
Honored for their minimalist design and seamless integration into modern interiors, these appliances also feature LG’s smart diagnostics and energy-saving modes.
– 🤖 Self-Driving AI Home Hub (Project Q9)
A futuristic addition to LG’s smart home lineup, this FURON-enabled hub navigates the home autonomously, interacts with users through animated expressions, and enhances daily routines with LG’s “Affectionate Intelligence”.
These wins reflect LG’s commitment to human-centered design—where form meets function, and technology feels intuitive. As Chung Wook-jun, Head of LG’s Corporate Design Center, put it:
> “We will continue to push the boundaries of design innovation, leaning into our deep understanding of customers to deliver human-centered innovations in products, solutions and customer experiences.”
Beko Radomsko Reaches 45 Million Appliances
A major achievement has just rolled off the production lines at Beko Radomsko facilities in Poland—the 45 millionth home appliance! This landmark moment reflects years of dedication, innovation, and teamwork.
Since opening its doors in 2008, Radomsko has evolved into one of Central Europe’s largest and most advanced manufacturing hubs. With six dishwasher lines and four washing machine lines, the site produces over 3 million appliances annually, serving households across the continent.
👷♀️👷♂️ At the heart of this success are the 1,500 talented colleagues who power Radomsko’s growth. As Michele Fabbrocile, MBA, MSc, Director of the Radomsko plants, proudly shares:
> 💬 “Our employees are the heart of this plant and the main reason why we have continued to grow for so many years.”
Radomsko operates under World Class Manufacturing standards, with continuous investment in cutting-edge technology, sustainable practices, and product excellence. It’s not just a cornerstone of our production network—it’s a benchmark for responsible industry.
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