The curtain has fallen on one of France’s most iconic appliance manufacturers. On Thursday, December 11, the Nanterre Commercial Court ordered the liquidation of Groupe Brandt, marking the end of a months-long effort to save the company through an employee-led cooperative. The decision spells the loss of approximately 700 jobs and halts production of legacy brands including Brandt, De Dietrich, Sauter, and Vedette.
This outcome underscores a broader and troubling trend: the continued erosion of European-based appliance manufacturing in the face of global competition, financial fragility, and investor hesitancy.
A Last-Ditch Effort That Fell Short
The final hope for Groupe Brandt rested on a bold proposal—a Scop (Société coopérative et participative), or employee cooperative, backed by Groupe Revive and entrepreneur Cédric Meston, co-founder of plant-based food brand HappyVore. The plan aimed to preserve local jobs and maintain production in the historic Loiret and Loir-et-Cher regions by turning employees into co-owners.
Despite strong political and regional support, including €17 million in public funding from the French state, Centre-Val de Loire region, and the city of Orléans, the plan ultimately collapsed. The court deemed the proposal financially unviable, citing a shortfall of €3–8 million that banks refused to cover.
Political Will Meets Financial Reality
The rescue effort drew unprecedented political attention. Industry Minister Sébastien Martin pledged €5 million in state aid, while regional leaders rallied to raise additional funds. Yet, even with this show of unity, the private sector’s reluctance to assume risk proved decisive.
With no viable path to cover the remaining funding gap—and no means to pay salaries beyond December 15—the court had little choice but to proceed with liquidation.
What This Means for the Industry
Groupe Brandt’s collapse is more than a corporate failure—it’s a symbolic blow to the European white goods sector. Once a pillar of French industrial pride, Brandt’s demise highlights the vulnerability of legacy manufacturers in a capital-intensive, globally competitive market.
For industry watchers, the case raises urgent questions:
– Can cooperative ownership models realistically rescue distressed manufacturers?
– What role should public funding play in safeguarding industrial heritage?
– And how can Europe retain its foothold in appliance production amid mounting global pressures?
As the dust settles, one thing is clear: the Brandt story will resonate far beyond France’s borders.
Category Archives: Manufacturing
Whirlpool Invests R$3 Million in Advanced Training Hub in Brazil
Whirlpool is investing R$3 million in a new advanced manufacturing training center at its Rio Claro plant in São Paulo, where it produces washers, stoves, ovens, and cooktops.
The “Factory of the Future” aims to deliver 6,000 hours of annual training through 2030 for employees and students from São Paulo State’s technical colleges (Fatecs), with the goal of boosting local manufacturing productivity by 50%.
Whirlpool employs 12,000 people in Brazil, including 3,000 in Rio Claro, and operates additional plants in Manaus and Joinville. Over the past five years, the company has invested R$1.3 billion in Brazil and $4 billion globally in R&D and capital expenditures. Currently, 97% of its products sold in Brazil are manufactured locally.
TCL to manufacturer in Bangladesh
TCL Global Marketing Company Limited has officially launched operations in Bangladesh, partnering with local tech leader DX Group to handle marketing, distribution, and manufacturing. The announcement was made at an event at Hotel Sheraton, Banani, where TCL shared its investment plans and commitment to building robust local production capabilities.The company plans to produce a range of products locally, including televisions, air conditioners, refrigerators, and washing machines,
Jensen North America Acquires G.A. Braun, Strengthening Its North American Presence
Jensen North America, a proud member of the global Jensen-Group, has officially acquired the business operations of G.A. Braun. This strategic acquisition represents a major leap forward in Jensen-Group’s long-term growth strategy, significantly enhancing its manufacturing capabilities, broadening its product offerings, and expanding its service network throughout North America.
By integrating G.A. Braun’s expertise and infrastructure, Jensen-Group is poised to deliver even greater value to customers across the region—reinforcing its commitment to innovation, quality, and customer-centric solutions in the industrial laundry sector.
Whirlpool Reshapes Global Footprint: Reduces Stake in India, Halts Production in Argentina
Whirlpool Corporation is recalibrating its international operations with two major moves in India and Argentina, signaling a shift in its global appliance strategy.
📉 Stake in Whirlpool India Drops to 40%
On November 27, Whirlpool Corporation announced it had reduced its ownership in Whirlpool of India Limited from 51% to approximately 40%. The change follows the sale of 14.26 million equity shares by its wholly owned subsidiary, Whirlpool Mauritius Limited, in an on-market transaction.
While Whirlpool retains a significant minority stake, the move suggests a strategic realignment in one of Asia’s fastest-growing appliance markets. Whirlpool India remains a key player in refrigeration, laundry, and kitchen appliances, with a strong retail and service network across the subcontinent.
🛑 Production Ceases at Argentina’s Pilar Laundry Plant
Just a day earlier, on November 26, Whirlpool Argentina announced it will cease manufacturing operations at its Pilar Laundry Plant. Opened in 2022 with a $52 million investment, the facility was designed to produce 300,000 high-capacity washing machines annually and aimed to become Argentina’s largest appliance exporter—primarily serving Latin American markets like Brazil.
Despite the shutdown, Whirlpool confirmed it will maintain its commercial and after-sales service operations in Argentina, ensuring continued availability of products, accessories, and spare parts. The company emphasized its long-standing presence in the country, where it has operated for over 35 years.
Electrolux Unveils Global Restructure
Electrolux CEO Yannick Fierling has announced a sweeping global reorganisation aimed at sharpening the company’s customer focus—particularly in the Asia-Pacific (APAC) region. The restructure, effective 1 January 2026, marks Fierling’s one-year anniversary at the helm.
Under the new framework, Electrolux will replace its existing ‘Business Areas’ with newly defined ‘Regions.’ The former Europe, Asia-Pacific, Middle East and Africa (BA EA) division will be split into two distinct entities:
- Region Europe, Middle East & Africa (EMEA)
- Region Asia-Pacific (APAC)
Fierling explained that APAC will concentrate on commercial functions such as marketing, sales, and product lines, while other regions will also oversee operations like manufacturing. “These changes are designed to enhance customer responsiveness in APAC,” he said, noting that the new regional head will be announced soon.
Electrolux ANZ Managing Director Kurt Hegvold welcomed the restructure, calling it a win for the local market. “It brings our voice closer to senior leadership and strengthens ties with key partners and consumers. A flatter, leaner structure will help us move faster and serve customers more effectively,” he told Appliance Retailer.
Alongside the geographic overhaul, Electrolux has confirmed several leadership appointments:
- Eduardo Mello becomes Head of Region Latin America, succeeding Leandro Jasiocha. Mello previously led Global Food Preservation and served as Commercial VP for Latin America for a decade.
- Leandro Jasiocha steps into the role of Head of Region EMEA, replacing Anna Ohlsson-Leijon, who is departing to pursue external opportunities. Fierling praised Ohlsson-Leijon’s strategic leadership and lasting impact on the Group.
- Patrick Minogue has been named Head of Region North America, following the retirement of Ricardo Cons.
Electrolux Sees Profits Surge as North American Comeback Powers Q3 Growth
Electrolux has posted a strong third-quarter performance, with operating profits more than doubling year-over-year—thanks largely to a revitalized North American business. The Swedish appliance giant, whose portfolio includes household names like Frigidaire and AEG, reported operating earnings of 890 million kronor ($94.5 million), up from 349 million kronor in the same period last year.
This impressive leap was fueled by a 5% organic sales increase, driven primarily by double-digit growth in North America. After years of grappling with high production costs, plant inefficiencies, and intense competition, Electrolux’s U.S. operations have turned a corner—gaining market share and helping to offset rising customs duties.
“Despite a pressured price environment, we were able to offset most of the cost increases related to US customs duties in the third quarter,” said CEO Yannick Fierling, highlighting the company’s resilience and strategic progress.
Arçelik Narrows Losses in Q3 2025, Eyes Global Gains
In the third quarter of 2025, Arçelik—majority owner of Beko Europe—reported a net loss of 2 billion Turkish lira (€41 million), falling short of analyst expectations, which had forecast a more modest 1.1 billion lira (€22 million) deficit. Despite the miss, the result marks a notable improvement over the same period in 2024, when losses ballooned to 5.6 billion lira (€114 million).
Revenue for the quarter declined 11% year-over-year, landing at 124 billion lira (€2.53 billion). The drop reflects a slowdown in domestic appliance demand, as many Turkish households had already front-loaded purchases in recent years to hedge against inflation.
Looking ahead, Arçelik aims to preserve EBITDA margins between 6% and 6.5% for the full year by trimming capital expenditures—from a projected €300 million down to €250 million.
On the global front, the company expects a 5–10% boost in foreign currency earnings by year-end, driven by performance across Beko Europe, Egypt, and Asia.
Whirlpool Tops Q3 Expectations with Solid Earnings
Whirlpool Corporation (NYSE: WHR), maker of Maytag and KitchenAid appliances, beat Wall Street forecasts in its third-quarter report released Monday.
The company posted net income of $73 million, or $1.29 per share. Adjusted earnings came in at $2.09 per share, well above the $1.41 estimate from analysts surveyed by Zacks Investment Research.
Revenue also impressed, reaching $4.03 billion, surpassing the expected $3.92 billion.
Looking ahead, Whirlpool reaffirmed its full-year earnings guidance of $7 per share, signaling continued confidence in its performance.
Whirlpool Corporation Announces $300 Million Investment
The Michigan-based manufacturer, which started in the U.S. in 1911 and has stayed in the U.S. throughout its history, is preparing to ramp up production at two Ohio facilities.
Whirlpool Corporation today announced a planned $300 million investment in its U.S. laundry manufacturing facilities, one in a series of strategic commitments to grow its American manufacturing footprint. This investment is expected to create between 400 and 600 new jobs across the company’s operations in Clyde and Marion, Ohio, positioning Whirlpool Corp. for increased production of its next generation of washers and dryers, while also supporting approximately 5,000 additional jobs outside the company.
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