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: Brandt
Groupe Brandt Seeks Strategic Lifeline Amid Market Turbulence
The European home appliance sector is once again facing tough headwinds, and this time, the storm has reached one of France’s last-standing giants. Groupe Brandt, a century-old manufacturer and a key player in the French appliance landscape, has entered creditor protection in a bid to stabilize its finances and attract a strategic investor.
🏛️ Court-Approved Restructuring
On October 1, the Nanterre Economic Court granted Brandt’s request for protection, enabling the company to freeze its debts and continue operations while actively seeking a financial partner. Owned by Algeria’s Cevital Group since 2014, Brandt’s leadership views this move not as a retreat, but as a strategic reset—an opportunity to accelerate talks with potential investors.
Production at Brandt’s facilities in Orléans and Vendôme remains uninterrupted, and local distributor Elmax Store reports no immediate impact on its operations.
🧩 Who Might Step In?
Brandt’s portfolio includes not just its namesake brand, but also De Dietrich, Sauter, and Vedette—making it a valuable acquisition target. With 750 employees across France and a service hub near Paris, the company is far from marginal. CEO Daniele Degli Emili has already reached out to business partners, assuring them that several “serious and well-negotiated” investor options are on the table.
🌍 A Broader Industry Reckoning
Brandt’s situation reflects a deeper crisis among Europe’s traditional appliance manufacturers. Market consolidation is no longer a possibility—it’s a necessity. Chinese conglomerates have been steadily acquiring European brands: Hisense took over Gorenje in 2018, Haier absorbed Candy Hoover in 2019, and Midea snapped up Teka earlier this year. Midea even held talks with Electrolux in 2023, though no deal materialized.
📉 Electrolux and the Financial Squeeze
Even Electrolux, long considered a pillar of European manufacturing, has felt the strain. Despite returning to profitability in 2025 after a sweeping restructuring, the Swedish company reported a negative operating cash flow of $405 million in H1, pushing net debt to nearly $3 billion. Analysts now anticipate a capital injection of at least $1.79 billion via a share issue, and S&P Global Ratings has downgraded its credit score to BBB-, teetering just above speculative grade.
🚨 Industry Survival at Stake
The pressure from Asian—particularly Chinese—competitors is mounting. With only a handful of independent European manufacturers left, the industry’s future looks precarious. In a rare show of unity, several appliance makers have issued an open letter to European Commission President Ursula von der Leyen, warning that the very survival of Europe’s home appliance sector is in jeopardy.
Brandt 100th birthday
The Brandt Group has just celebrated its century of existence. An event celebrated as it should be. The opportunity for the managers of the company, which employs 750 people and is known for its 3 other brands – Dietrich, SAUTER and Vedette – to make a flattering assessment. Mauricio del Puerto -brand director for the Brandt Group -: “Producing in France has many advantages and allows us to be even more efficient, to continue to rub shoulders with excellence. French production is a value, which we express in our products. It is the expression of the know-how of our teams, factories, laboratories and engineers. Our pride lies in our ability to reconcile tradition and modernity.” Daniele Degli Emili – Managing Director – : “It’s an exceptional event! It’s 100 years of history, innovations and know-how! It’s also 100 years of serving customers, 100 years of passion with those who have contributed to making Brandt an essential brand of household appliances! (…) Brandt has always known how to innovate to meet the needs of consumers in France and internationally.” Frederique Guerel Josien , Director of Operations: “Our deliveries in France are therefore limited to a radius of 1000km. We also use local resources, 75% of the water used comes from the site’s wells, for example.” The group, which has a turnover of 260 million euros – 30% of which is international – wants to continue to develop: already present, notably in Italy, Germany, the Netherlands, Benelux, Egypt, UK, it is preparing to conquer Australia and Canada.
BRANDT GROUP APPOINTS DANIELE DEGLI EMILI GENERAL MANAGER EUROPE-ASIA
Daniele DEGLI EMILI will officially become Group Managing Director for the Europe-Asia zone. He succeeds Simon BARBEAU, in office since 2018.
As part of his new functions, Daniele DEGLI EMILI will be responsible for pursuing and accelerating the growth of the only French manufacturer graduate of the Polytechnic University of the Marches in Ancona in Italy, Daniele DEGLI EMILI began his career in 2000 as Marketing Manager at Mol Holdings in Milan. He joined the INDESIT group in 2002, where he successively held several Marketing positions, including the position of Western Europe Marketing Director until 2014. The same year he became Italy Managing Director of the VESTEL Group. Two years later, he joined the CANDY HOOVER Group as Washing Marketing Director before joining the BRANDT Group in 2019.
A specialist in the household appliance sector, Daniele DEGLI EMILI has held the position of Strategic Marketing and International Trade Director of the BRANDT Group since 2019. The roadmap of the new Chief Executive Officer notably plans to strengthen the promotion of Made in France, French know-how and to ensure the development of activities in France and internationally.
Brandt Algeria
At Brandt Algeria, They believe in Algerian know-how! Refrigerators & washing machines are manufactured in our factories, in Algeria, at integration rates exceeding 85%.
A production complex built on 110 hectares and employing more than 4,000 employees.
Find out more http://brandt.dz
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