BSH Home Appliances has welcomed back a familiar face: Bruno Piquand has been appointed Western Europe Marketing Director for Gaggenau, the group’s premium home appliance brand. Although the official announcement came in early December, Piquand stepped into the role at the start of autumn.
In his new position, Piquand leads marketing strategy across France, Belgium, and the Netherlands. His mission is clear: to reinforce Gaggenau’s position as a leader in the luxury appliance market. This includes cultivating strategic partnerships, deepening customer engagement, and strengthening ties with B2B stakeholders such as kitchen specialists, interior architects, and designers.
Category Archives: Domestic appliance news,
A Broader Crisis in European Manufacturing
Groupe Brandt’s collapse is not an isolated case. It reflects a growing crisis in Europe’s white goods sector, where even market leaders are under pressure.
– BSH Group, Europe’s largest appliance manufacturer, recently confirmed it will shutter two German plants—Nauen (washing machines) by mid-2027 and Bretten (cookers and hoods) by early 2028—resulting in 1,400 job losses. Production will shift to lower-cost European sites.
– Electrolux continues its restructuring efforts amid rising debt and liquidity concerns, despite recent strong performance.
– Miele has already relocated washing machine production from Germany to Poland, citing cost pressures.
The Bigger Picture: Europe’s Manufacturing Squeeze
The European appliance industry is being squeezed from all sides:
– 📈 Rising energy and labor costs
– 🏛️ Regulatory and bureaucratic burdens
– 🌏 Aggressive competition from Asian—especially Chinese—manufacturers
Brandt’s liquidation is a stark reminder that legacy, innovation, and even public support may not be enough to withstand today’s economic headwinds without private sector confidence
Middleby to Sell 51% Stake in Residential Kitchen Business to 26North in Transaction Valuing the Business at $885 Million
The Middleby Corporation (NASDAQ: MIDD) has agreed to sell a 51% stake in its Residential Kitchen business to affiliates of 26North Partners LP, valuing the unit at $885 million. Middleby will retain a 49% non-controlling interest in the new joint venture, receiving approximately $540 million in cash and a $135 million seller note.
The Residential Kitchen portfolio includes premium brands such as Viking, AGA Rangemaster, La Cornue, Kamado Joe, Marvel, Novy, and U-Line. This move, alongside the planned spin-off of Middleby’s Food Processing segment in H1 2026, advances the company’s strategy to become a pure-play commercial foodservice leader.
With a sharpened focus, Middleby is positioned for accelerated growth through innovation and automation, offering a robust lineup of commercial kitchen solutions that enhance labor efficiency, reduce food costs, and expand into high-potential markets like ice and beverage.
The commercial foodservice business stands strong with 2024 revenue of $2.38 billion, $654 million in Adjusted EBITDA, and a margin exceeding 27%
Midea Unveils Miro U: A Next-Gen Humanoid Robot Set to Revolutionize Smart Manufacturing
Midea is pushing the boundaries of industrial automation with the unveiling of Miro U, the third-generation model in its humanoid robot series. Confirmed by Wei Chang, Midea’s Vice President and CTO, Miro U represents a significant leap forward in robotics innovation—designed and developed entirely in-house by the company’s R&D team.
At the heart of Miro U’s capabilities are its six bionic mechanical arms, engineered for high-precision control and rapid end-effector switching. This modular design allows the robot to seamlessly adapt to a variety of tasks on the production line. It also boasts vertical lifting and 360-degree in-place rotation, giving it exceptional flexibility and range of motion in confined industrial environments.
Looking ahead, Midea plans to deploy Miro U at its high-end washing machine factory in Wuxi by the end of 2025. The robot is expected to deliver measurable gains in operational efficiency, including a 30% improvement in production line adjustment speed and enhanced takt time performance—a key metric in lean manufacturing.
With Miro U, Midea is not just automating tasks; it’s redefining the future of smart factories
Whirlpool’s India Unit Sale to Advent International Falls Through Over Valuation Dispute
In a significant turn of events in the global M&A landscape, talks between U.S. appliance giant Whirlpool Corporation and private equity powerhouse Advent International regarding the sale of Whirlpool’s India unit have reportedly collapsed. According to sources cited by Reuters, the deal—valued at up to $1 billion—was derailed due to disagreements over valuation.
Advent International had emerged as the leading contender to acquire a 31% stake in Whirlpool of India Ltd (NSE: WHIR.NS), a move that would have triggered a mandatory open offer for a controlling stake under Indian securities regulations. The acquisition was seen as a strategic play by Advent to deepen its footprint in the Indian consumer durables market, leveraging Whirlpool’s established brand presence and distribution network.
However, despite advanced negotiations, the two parties were unable to bridge the valuation gap. The breakdown underscores the challenges global investors face in aligning expectations with multinational corporations, especially in high-growth but price-sensitive markets like India.
Whirlpool of India, a subsidiary of Michigan-based Whirlpool Corp (NYSE: WHR), has been a prominent player in the Indian home appliance sector, known for its refrigerators, washing machines, and kitchen appliances. The potential divestment was part of Whirlpool’s broader strategy to streamline its global operations and focus on core markets.
While this deal may have faltered, industry watchers suggest that interest in India’s consumer appliance sector remains robust, driven by rising disposable incomes, urbanization, and a growing appetite for premium home solutions. It remains to be seen whether Whirlpool will seek other suitors or recalibrate its strategy for the Indian market.
Stay tuned for more updates as this story develops.
Asurion to Acquire Domestic & General in $2.74 Billion Deal
Asurion has announced a definitive agreement to acquire Domestic & General (D&G), one of the UK and Europe’s largest appliance care providers.
Founded over 100 years ago, Domestic & General has built a trusted reputation in appliance protection, supported by a repair network of approximately 25,000 independent engineers and a customer base of 6.8 million subscribers. Following the acquisition, D&G will continue operating under its own brand as a dedicated business unit within Asurion.
Latest Buzz in Europe’s Domestic Appliances Market: Sustainability, Smart Tech, and Steady Growth
As we wrap up 2025, the European domestic appliances market is humming with innovation and adaptation. From eco-friendly regulations shaking up dryer sales to Chinese giants planting roots in the heart of the continent, the industry is navigating economic headwinds while chasing greener, smarter horizons. At Whitegoods Now, we’re keeping our finger on the pulse of whitegoods and home tech—because whether you’re a retailer stocking shelves or a homeowner eyeing that next upgrade, these trends could redefine your shopping list. Let’s dive into the freshest news shaping the market.
Market Growth: A Steady Climb Amid Challenges
Europe’s household appliances sector is no stranger to resilience. Despite macroeconomic jitters like inflation and supply chain tweaks, forecasts paint a picture of consistent expansion. The market is projected to hit €115.8 billion in 2025, growing at a CAGR of 2.33% through 2033. Major appliances—like fridges, washers, and ovens—remain the heavy hitters, clocking in at a €60 billion volume this year, while the overall segment eyes a 4.10% annual bump through 2030.
Zooming in, the broader appliances landscape (including small gadgets) is valued at $222.69 billion for 2025, with a 4.83% CAGR pushing it to $324.68 billion by 2033. Western Europe’s outlook for 2026? A modest value growth, fueled by replacements and first-time buyers, though Chinese brands are ramping up with affordable, feature-packed options that nibble at legacy players’ share. Online sales are the real star here, snagging 38.9% of revenues and growing fastest—think 45% for small appliances in early 2025. If you’re browsing for a new dishwasher, e-commerce’s convenience is clearly winning.
Hot-Off-the-Press Developments: Mergers, Launches, and Regulations
2025 has been a year of bold moves. In April, Chinese powerhouse Midea snapped up Küppersbusch’s parent company, beefing up its premium footprint in Europe and pressuring German stalwarts like Bosch with sharp pricing and tech smarts. Fast-forward to June: Haier Europe teamed up with Hungary’s Klima Kft to launch an R&D hub in Budapest, signaling deeper Eastern European investments in innovation. This isn’t just about factories—it’s about tailoring smart home tech for local tastes.
On the product front, Electrolux AB dropped a smart laundry lineup in July 2024 (with ripples into 2025), featuring UltraQuick cycles that zap stains in under an hour—perfect for busy urbanites. But the big regulatory hammer? A July 2025 EU ban on sub-A-class vented and condenser dryers, steering shoppers toward energy-sipping heat-pump models. This could spike demand for efficient whites, saving households on bills while cutting emissions. Meanwhile, across the pond in logistics, a September China-Europe freight train milestone highlighted surging appliance exports to Russia, underscoring Europe’s reliance on Asian supply chains.
Trends to Watch: Green, Connected, and Compact
Sustainability isn’t a buzzword—it’s law and lifestyle. With EU mandates pushing A-class efficiency, expect more hybrid appliances blending energy savings with IoT smarts. Small appliances are exploding too, at a 5.5% CAGR through 2030, thanks to compact, multi-taskers for Europe’s rising single-person households (hello, air fryers and robot vacs). Smart ecosystems? They’re everywhere, from app-controlled ovens to voice-activated washers, with online channels amplifying their reach—27% of major appliance sales in H1 2025.
Value hunting is rife: Over 40% of Western European consumers switched to cheaper brands this year, prioritizing core perks like energy efficiency over flashy extras. Eastern Europe leads in e-commerce adoption (37% of major sales online), while trade-ins and rentals gain traction for big-ticket items. And don’t sleep on health-focused niches—post-pandemic, appliances with antimicrobial tech and air purification are trending.
What’s Next for Whitegoods Enthusiasts?
As 2026 looms, the market’s poised for smarter, greener evolution, but affordability will be king. Retailers, stock up on those heat-pump dryers; consumers, scout online deals for energy-efficient gems. At Whitegoods Now, we’re optimistic—Europe’s appliances scene is evolving to make homes more efficient and fun. Got thoughts on these shifts? Drop a comment below, or browse our latest reviews for the must-have models.
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Which endorsed Euronics
For the third consecutive year, Euronics has been endorsed by Which? as a Recommended Provider of Home Appliances.
From flexible delivery and hand-picked products to a price-check promise and installation and set-up services, we’ve got everything all under one roof
Divya: A Groundbreaking Manual Washing Machine Honored as One of TIME’s Best Inventions of 2025
In a world where nearly half the global population still washes clothes by hand—a task that often consumes hours of labor each week and disproportionately affects women and girls—a simple yet revolutionary solution is making waves.
The Divya washing machine, developed by the nonprofit The Washing Machine Project with vital support from the Whirlpool Foundation, has been named one of TIME’s Best Inventions of 2025 in the prestigious Social Impact category.
Inspired by founder Navjot Sawhney’s experience volunteering in rural India (where he witnessed his neighbor, Divya, spending up to 20 hours a week on laundry), this innovative device is the world’s first flat-packable, hand-cranked manual washing machine. It requires no electricity, assembles easily for low-cost shipping and distribution, and delivers remarkable efficiency:
75% faster than traditional hand-washing
Uses 50% less water
Reduces physical strain while freeing up precious time for education, work, or rest
Already being deployed in refugee camps, remote villages, and underserved communities worldwide, Divya is transforming lives by alleviating “time poverty” and promoting dignity and opportunity.
This well-deserved recognition from TIME highlights how thoughtful, human-centered design can address some of humanity’s most overlooked challenges. Congratulations to The Washing Machine Project team—their work is proof that small inventions can create massive social change!
For more details, check out the official TIME feature here.https://time.com/collections/best-inventions-2025/7318503/the-divya-washing-machine/
China’s Major Home Appliance Production: Mixed Results for Jan–Oct 2025
The latest figures from China’s National Bureau of Statistics (NBS) show a mixed picture for the country’s “big four” white goods categories during the first ten months of 2025. While three of the four major home appliances posted year-on-year growth, television production continues to slide.
Washing Machines Lead the Pack
Washing machines were the clear standout, with production surging 6.4% year-on-year to 101.08 million units from January to October. That’s an impressive volume, though the pace of growth has eased slightly compared to the 7.5% increase recorded over the first nine months.
Steady Gains for Cooling and Cold Appliances
Air-conditioner output continued its upward trend, posting solid year-on-year growth (exact percentage not disclosed in the latest release but in line with recent positive momentum).
Refrigerator production also expanded on the year, supported by steady replacement demand and export orders.
The divergent trends highlight a clear split in China’s white goods sector: essential laundry, cooling, and refrigeration products are enjoying healthy demand, while the TV segment faces structural headwinds. With the all-important year-end shopping festivals and pre-Lunar New Year restocking season approaching, manufacturers will be watching November and December figures closely to gauge whether the positive momentum in the first three categories can offset the weakness in televisions.
Stay tuned to WhiteGoodsNow.com for the latest production updates, export data, and market insights
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