After nearly five months of negotiations, Beko Europe has finalized a framework agreement with the government, Regions, and social partners to implement an industrial transformation plan for the sites previously owned by Merloni and Whirlpool. This milestone agreement, endorsed by 88% of workers’ assemblies, marks a significant step in modernizing operations while prioritizing job preservation.
Minister Adolfo Urso hailed the agreement as “historic and essential for governing this industrial transition, safeguarding the exceptional strength of Made in Italy, which is becoming a key driver in Europe for this major multinational.” Fatih Ebiçlioğlu, President of Beko Europe and the Consumer Durables division of Koç Holding, echoed the sentiment, stating, “Italy has always been a strategic pillar for our global activities, and today’s agreement is a decisive step for our group’s future in the country.”
**Employment Measures and Investment Commitments**
The agreement successfully reduces redundancies from over 1,935 to 937 positions. Additionally, 287 workers at the Siena site (bringing the total to 1,284) will have access to conservative social safety nets and voluntary exit incentives. Beko has committed to managing any potential surpluses until 2027 exclusively through these measures, offering incentives such as 48-month pension slips and severance packages of up to €90,000 for workers over fifty who are ineligible for pension requirements.
**Site-Specific Developments and Investment Plans**
– **Cassinetta di Biandronno (VA)**: This site will focus on producing built-in cooking and refrigeration appliances, supported by €136 million in investments for product development, research, and energy efficiency improvements, including €8.5 million for solar panel installations.
– **Melano (AN)**: Set to become a European hub for gas, radiant, and induction hobs, the site will benefit from a €62 million investment in product and process development, with €1.5 million allocated for energy efficiency enhancements and solar panels.
– **Comunanza (AP)**: Maintaining its role in producing washer-dryers and high-capacity models, the site will introduce a new product line with €15 million in investments, including €3 million for sustainability measures.
– **Carinaro**: Strengthened as a central hub for spare parts and accessories, the site will manage European order fulfillment and appliance regeneration. A €5 million investment will expand storage capacity and modernize technological processes.
– **Fabriano**: The electronics Research and Development hub, originally slated for closure, will remain operational, underscoring Beko’s commitment to innovation.
A Historic €300 Million Investment Plan
The €300 million investment plan aims to modernize products, upgrade facilities, and ensure the long-term viability of all factories, safeguarding employment levels while driving innovation.
Beko reliability campaign
Beko UK their Reliability campaign, spotlighting the outstanding quality and long-term performance of Beko appliances.
Running from April 14 to June 30, this fully integrated campaign spans TV, BVOD, social, eCRM, retail media, and activation—reaching over 35 million UK adults.
At its core, the campaign highlights Beko’s rigorous stress-testing—from 300,000 fridge door openings to 100,000 dishwasher cycles with a 16kg load—demonstrating our commitment to durability and reliability.
📺 Catch us in-store, online, and on primetime TV.
👉 Watch the ad here: beko.co.uk/reliability
Currys boss warns of Chinese ‘dumping’ following Trump tariffs
Currys plc boss Alex Baldock has raised concerns about Chinese products flooding the UK and European markets via platforms such as Amazon, Temu and Shein following higher tariffs imposed by US President Donald Trump.
Brand Creations Group Partners with Beast Health
Brand Creations Group, a leader in multichannel marketing, has proudly become the exclusive UK partner for the innovative US wellness brand, Beast Health®. This exciting collaboration is spearheaded through their direct-to-consumer division, Spree TV Ltd.
Beast Health®, a cutting-edge blender system designed by Colin Sapire—the visionary behind NutriBullet® and a pioneer in personal blending—has captured the hearts of health-conscious individuals since its US debut in 2021.
Now, with exclusive UK distribution and marketing rights, Brand Creations is poised to bring the Beast Health® phenomenon to British audiences. Three premium Beast Health® products, available in a stunning range of colours, have already hit the UK market in March 2025.
Combining sleek, sophisticated design with advanced blending technology, Beast Health® sets a new standard in personal nutrition and hydration, offering a game-changing solution for those looking to elevate their wellness journey.
Miele Guard – a brand-new generation of bagged cylinder vacuum cleaners
Miele Guard – a brand-new generation of bagged cylinder vacuum cleaners, engineered for exceptional cleaning performance, convenience, and long-lasting quality.
There are three models to suit every home:
Guard S1 – Lightweight and compact, without sacrificing performance
Guard M1 – High capacity with powerful performance and versatile cleaning options
Guard L1 – Our top-of-the-range model, featuring WiFi connectivity, automatic floor detection, and a premium fabric edge design*Key features of Miele Guard:
– Models to suit every household (including our renowned Cat & Dog and Allergy variants)
– New stylish designs
– Powerful cleaning performance
– HEPA filtration options for allergy sufferers
– Intuitive controls & ergonomic design
– Rigorous testing for 20 years of reliable use+
– Cutting-edge WiFi integration on the Comfort XL model, allowing you to monitor bag fill levels & filter status via the Miele app
Miele Guard is a vacuum that’s as stylish as it is powerful – with premium finishes, on-trend colourways such as Terra Red, Nordic Blue, Sunset Yellow through to Obsidian Black, Lotus White and Titanium Pearl along with intelligent features to make cleaning effortless.
ASKO Marks 75 Years of Innovation at Milan Design Week
This year, ASKO, the renowned Scandinavian brand celebrated for its premium kitchen, laundry, and professional appliances, is commemorating 75 years of innovation. Since unveiling its first washing machine, ASKO has consistently pushed the boundaries of design and functionality. To mark this milestone, the brand is hosting an interactive exhibition at Milan Design Week from April 8 to 13, showcasing its latest groundbreaking advancements.
In true ASKO fashion, the exhibition highlights the seamless fusion of cutting-edge technology with timeless Scandinavian design. Visitors will experience award-winning innovations like the **NYACRAFT ovens with Celsius°Cooking™ technology**, **Nordic Fresh 2.0 Refrigeration**, and **Scandinavian Laundry Care 2.0**, all presented in stunning installations designed in collaboration with **Marmo Arredo**.
### Innovation Meets Craftsmanship
ASKO’s dedication to impeccable craftsmanship is evident in every detail of its kitchen and laundry appliances. Thoughtfully designed with minimalist aesthetics and state-of-the-art features, these products enhance everyday living while maintaining a superior level of refinement.
This year, ASKO’s latest advancements in **laundry, refrigeration, and cooking** have earned prestigious **iF Design Awards**, a testament to the brand’s commitment to excellence.
### Next-Gen Laundry & Cooling Solutions
The **Scandinavian Laundry Care 2.0**, featuring the pioneering **Steel Seal™ washing machine**, reflects ASKO’s drive to redefine hygiene and sustainability in laundry care. Meanwhile, the brand’s **built-in and freestanding refrigeration appliances** prioritize both style and functionality, particularly with the **Kitchen Fit installation features** of its freestanding range.
### Precision & Versatility in Cooking
ASKO’s **NYACRAFT ovens**, part of the **Celsius ovens range**, bring a perfect balance of precision and flexibility. These advanced appliances offer a host of intelligent features and come in two striking design options—**Frame and Glass**—ensuring both performance and aesthetic appeal.
As ASKO celebrates its remarkable journey of innovation, visitors at Milan Design Week can immerse themselves in the brand’s enduring vision: crafting beautifully functional appliances that elevate everyday living.
ASKO partner FIFA
ASKO joins forces with the FIFA Club World Cup 2025™ as an Official Partner bringing unparalleled quality in refrigerators to the world stage.
Haier to launch dust collector at Canton fair
3 Days Until the Big reveal!
The countdown is on – only 3 days until our amazing HF8 Auto Dust Collect Station debuts at the cantonfair2025
Whirlpool jobs to go
Whirlpool Corporation is reducing its workforce by approximately 650 employees at its Amana, Iowa operations, effective June 1, 2025.
The company said the move is driven by shifting consumer demand, not by external pressures like tariffs or regulatory changes.
Affected employees work in specific production teams, though Whirlpool has not detailed which lines or departments will be impacted.
Increased turnover in growth markets key to BSH’s success
In the growth market of the Region North America (USA/Canada), BSH increased its turnover by just under 3% and gained market share. The positive year-over-year performance is primarily attributable to the expansion of the portfolio to include products that are tailored to the local market, allowing BSH to reinforce its presence in the region and enhance its competitiveness.
Turnover in the Region Europe recorded a slight decline of -2%. The home market of Germany was also affected by the market-related decline. Here we countered the market trend and gained market share in the important built-in business. Turnover growth was also reported in countries such as the Netherlands, Austria, and the UK.
The Region Greater China recorded a moderate drop in turnover of -4.5% due to negative exchange rate effects and the significant weakening of the Chinese economy and consumer climate. Nevertheless, BSH remains the biggest non-Chinese home appliance manufacturer in China by far and is defending its strong market position.
The main success factor was strong turnover growth of almost 14% in the Region Emerging Markets, which includes Eastern Europe, the Middle East, and the African continent. BSH generated significant growth in particular in Türkiye, the Middle East, Africa, and India.
Targeted investments with a view to actively shaping key markets
BSH has not only succeeded in generating momentum in key markets, but also in actively shaping them. This has been achieved thanks to an in-depth understanding of local consumer needs and through targeted investments in brand image, innovation, and local presence, also in the important growth markets of North America and Asia.
Thus, BSH continues to expand its network of Experience and Design Centers under the Bosch, Gaggenau and Thermador brands in the North American market. Following the opening of locations in Miami and Houston in 2024, additional centers will soon follow in Washington D.C. and Beverly Hills. BSH is thereby strengthening its market presence and continuing to invest in brand awareness.
In China, BSH celebrated the 30th anniversary of its market entry, setting strong accents with the opening of a global Research and Development Center and a Talent Center in Nanjing in June 2024. These centers promote innovation at a global level, investing in highly qualified experts and strengthening BSH’s market presence. At the same time, they underscore the technology leadership of BSH in the home appliance industry
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