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
Tag Archives: APPLiA
𝗧𝗵𝗶𝘀 𝗜𝗻𝘁𝗲𝗿𝗻𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗥𝗲𝗽𝗮𝗶𝗿 𝗗𝗮𝘆, 𝘄𝗵𝗲𝗻 𝗶𝘁 𝗰𝗼𝗺𝗲𝘀 𝘁𝗼 𝗿𝗲𝗽𝗮𝗶𝗿, #𝗗𝗼𝗻𝘁𝗗𝗲𝘀𝗽𝗮𝗶𝗿 🔧
Data from APPLiA members indicate a very high success rate (95%) in completed repairs, reflecting the industry’s commitment to sustainability and circularity.
By choosing repair over replacement, we are extending the life of products, reducing e-waste, and supporting the EU’s growing repair sector. ♻️
More on how Europe’s home appliance industry is making repair a cornerstone of circularity in APPLiAAPPLiA Report https://statreport2024.applia-europe.eu/pillar/1/repair-of-home-appliances
APPLiA Warns Against U.S. Tariffs on European Appliances
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.
Europe’s Home Appliance Industry at a Crossroads: Why Policy Must Power the Future
Amid the historic charm of Athens, the CEOs of Europe’s leading home appliance manufacturers gathered for the APPLiA Summer Session—a timely summit focused on shaping the EU policy landscape that will define the future of this critical industry.
🔧 A Sector That Powers More Than Homes
Home appliances might hum quietly in kitchens and laundries, but the sector’s contribution to Europe’s economy is anything but silent. It delivers:
– Nearly 1 million jobs across the continent
– A robust €79 billion impact on EU GDP
– Innovation at the heart of energy efficiency, smart living, and circular economy goals
Industrial Backbone Meets Environmental Frontline
This isn’t just about dishwashers and dryers. The sector stands at the intersection of industrial resilience and ecological responsibility. As Europe strives to meet ambitious climate targets and boost strategic autonomy, home appliance makers are driving:
– Reduced energy consumption in households
– Smarter material use and product lifespans
– Local manufacturing that supports regional supply chains
🧭 Calling for Policy with Purpose
The message from industry leaders in Athens is clear: Without coherent and future-proof policy frameworks the competitiveness and innovation capacity of the sector is at risk. The stakes include:
– Maintaining Europe’s leadership in sustainable appliance design
– Avoiding deindustrialisation and job displacement
– Enabling businesses to invest in digital transformation and research
🌍 What Comes Next?
As EU policymakers craft strategies for a greener, more resilient economy, they must anchor the home appliance sector at the core of that vision. This means:
– Clear regulations that reward innovation and sustainability
– Consistent EU-wide policies to streamline manufacturing and compliance
– Strategic recognition of the sector as a pillar of Europe’s industrial future
The APPLiA Summer Session wasn’t just a meeting—it was a rallying cry. The future is being built, one appliance at a time. Let’s ensure it’s a future made in Europe.
APPLiA, together with other industry associations
APPLiA, together with other industry associations, is calling for immediate and effective action to tackle the unchecked flow of unsafe, non-compliant products entering the EU via online marketplaces.
Every day, 12 million parcels are imported into the EU without proper controls. A proposed €2 handling fee on goods from non-EU sellers, while a small step in the right direction, will not address the scale of the issue nor ensure a level playing field for companies committed to compliance.
To effectively address the issue, : APPLiA recommend
✅ Recognise online marketplaces as economic operators when there is no EU based traders
✅ Enforce measures that apply beyond the border, with clear liability and sanctions
✅ Close legal loopholes currently exploited by non-compliant sellers
✅ Ensure strong due diligence requirements before products are listed online
APPLiA call on the European Commission, the European Parliament, and Member States to take the necessary measures to protect EU consumers and ensure fair conditions for compliant businesses.
APPLiA, in collaboration with AISE International Association
APPLiA, in collaboration with AISE International Association for Soaps, Detergents and Maintenance Products, conducted a consumer survey to better understand the usage patterns of household washing machines and dishwashers. The aim of the study is to track the continuity of consumer behavior trends over recent years, providing valuable insights into how appliances are being used.
The study, conducted across 23 countries with around 4,600 respondents, examines various aspects of appliance usage. It highlights key trends, including the widespread adoption of Eco programs for dishwashers and the stable average washing machine temperature of 43.3°C.
These findings are crucial for promoting sustainable and effective appliance usage, optimising performance, and minimising environmental impact.
Read the full study https://aise.eu/priorities/science-research/consumer-research/
Applia calls for Swedish tax to be abolished
Sweden’s electronics tax is gaining more and more enemies. Now the industry organization Applia is taking a hard line against the state – and bringing along several of the country’s largest electronics players. – It’s greenwashing, says chairman Kent Oderud.According to a report from Applia, which is a trade association for manufacturers and importers of electrical household appliances, the Swedish electronics tax on white goods and home electronics has doubled since its introduction in 2017 – despite not having shown any measurable effect. Now the organization is demanding that the law be abolished.We need initiatives that promote sustainable products and circular business models – not a tax that just raises prices and moves trade abroad.
Applia at AWE
APPLiA’s Director General Paolo Falcioni, took the stage today at the Appliance & Electronics World Expo (AWE) 2025 Summit in Shanghai 🇨🇳, hosted by the China Household Electrical Appliances Association (CHEAA).
The discussion tackled critical challenges in the home appliance sector, including the effects of globalisation, market competition, and the shifting regulatory environment. At the heart of the conversation was the importance of ensuring fair competition through the alignment of global standards on product safety, energy efficiency, and environmental sustainability.
As the global market becomes more interconnected, working together is key to addressing challenges and fostering progress.
APPLiA Autumn sessions
This week AMDEA is participating at the APPLiA Autumn Sessions in Brussels to discuss the challenges and opportunities for the appliance industry across UK and Europe. The first day has brought together members and national associations to review European policy and business priorities. National associations exchanged insights on national government campaigns – repair versus buying new a key feature. Briefings by the APPLiA team focused on upcoming implementation deadlines ranging from safety to environment
Right to Repair
APPLiA’s promotion of International Repair Day , there is something you may not know…
Everyone has a #RightToRepair!
#EUEcodesign rules determine the accessibility and availability of spare parts, depending on the type of repair to ensure it is carried in full safety.
Consumers can perform small repairs or maintenance tasks that would not cause permanent damage to the appliance or endanger the safety of the home. Major repairs instead require the expertise of trained professionals – think of a fridge compressor, for instance.
This way, we guarantee a safe repair that saves money, extends the life of your appliance and is good for the environment
WHITEGOODSNOW 