Gorenje Hisense new washing machines

first production of Gorenje connected washing machines at the Velenje laundry appliances factory. This new generation of washing machines and tumble dryers will be available in Advanced, Advanced+, and Superior lines, which we will launch on the European markets in the coming months. With these appliances, the Gorenje brand is entering a new market in the segment of connectable appliances.
Connected appliances have become a staple in recent years, and laundry care is no exception. According to forecasts, by 2026, every second washing machine available in white goods stores will already have the option of connecting to the internet.
Appliances under the Gorenje brand are designed to make everyday tasks easier for the consumer. All connected appliances can be managed via the ConnectLife application, which, in addition to washing machines and tumble dryers, also allows the management of other Gorenje brand products (refrigerators, ovens, dishwashers, etc.) to create a smart(er), easier manageable home and allow for more free time and less fuss for the user.

BSH celebrating

On March 1, 1993, the German concern BSH (Bosch Siemens Hausgeräte Group), the largest manufacturer of home appliances in Europe, became a 100 % owner of Gorenje MGA.

Over 30 years, the company has undergone a radical transformation. At the time of the takeover, the factory employed 466 people and produced simple small motor-powered home appliances, clocks and wall scales. Today, the Nazarje plant (BSH Hišni aparati d.o.o. Nazarje) employs 1,800 people, including more than 250 engineers and is the most important small home appliance manufacturing plant in the BSH Group.

To our based home appliances producion they have added Premium appliances such as coffee, built-in coffee, cookit to the basic appliances, which play an important role in the smart kitchen for the future. In 30 years, the factory produced just under 153* million small household appliances (including the production plan for this year).

BSH are more than proud of the 30-year success story of BSH’s operation in Slovenia, and our look forward to development and success stories in the future as well.

Hisense Europe is officially opening an innovation center in Velenje

Hisense Europe, the European part of the Chinese technology group Hisense, which also includes Gorenje, is officially opening an innovation center next week in Velenje. The grand opening of the center for research and development in the field of household appliances for the whole of Europe and for kitchen and premium appliances for the global market will take place on Monday. In the invitation to the event, Hisense Europe, which is based in Velenje, wrote that the development of technology and devices within the group will take place in Velenje, regardless of where the production of individual devices will take place and which market they will be intended for.

With the opening of the center, for which they have been preparing for a long time, “Hisense further strengthens the importance of Slovenia as its central European production and development location, which also brings new investments and jobs”, the corporation pointed out.

Hisense Europe has business units in 27 European countries, as well as three production and four research and development centers. In the group, the field of research and development was identified as one of the most important pillars of the company’s development. This is also why they have invested a lot of money for this purpose in recent years – last year there was talk of 50 million euros – and the group has also strengthened the recruitment of technological staff.

In addition to Velenj, the group has so far carried out research and development activities in Slovenia in Ljubljana and Maribor.

China’s Hisense becomes Slovenia’s largest exporter

The production lines have been busy at the Hisense factory in the town of Velenje in northeast Slovenia, as the demand for its household appliances steadily grows in Europe.

Hisense, a Chinese multinational major appliance and electronics manufacturer, holds a five percent share of the European market, but the company has set itself higher goals for the near future.Europe is a big market with a lot of potential,” Jianmin Han, the Chairman of Hisense Europe, tells CGTN. “Our target in three years, by 2025, is to achieve 10 percent of the market [share] in two segments, to really become a tier two brand in Europe.”

The Chinese home appliance giant established itself as Slovenia’s largest exporter, significantly surpassing the country’s other major exporters like Renault and a couple of local domestic pharmaceutical companies.

Not many expected these results in 2018, when Hisense acquired Slovenian producer Gorenje. Founded over 70 years ago in the former Yugoslavia, Gorenje produced and exported home appliances across Europe.

But five years ago, stiff competition forced the Slovenian government and the Gorenje shareholders to decide whether to integrate it into a bigger system or let it embark on a path of slow and inevitable demise.

They decided to invite China’s Hisense to buy Gorenje, in a bid to give the company and the community, a new lease of lifeIn 2021, its exports reached $2 billion, and even higher numbers are expected for 2022.

Hisense has secured thousands of jobs in Slovenia,

Ten millionth refrigerator Hisense factory in Valjevo

The ten millionth refrigerator was produced in Hisense factory in Valjevo, Serbia. The ten millionth refrigerator came off factory line at the beginning of December. According to the factory’s tradition, this jubilee refrigerator is not intended for sale, but for one of the employees, Mara Veselinović, who contributes to the company’s success every day with her commitment, hard work, and dedication. Mara Veselinović, the winner 🏆 of the jubilee device, did not hide her happiness for the gift given to her: “I try to give my best every day in my work, and I am glad that the company recognized my effort. The device I received will be useful for my daughter, who became a mother two months ago. I am very grateful to the company for the gift.”

Hisense announce new range of dishwashers

The current main dishwashers project for the Gorenje and Hisense brands is the new DW50 dishwasher platform, which will completely replace the existing one. The new dishwashers will provide better results, functionality and a better user experience. Their main innovations include:
– automatic dosing – less worries and lower detergent consumption,
– UV technology, which ensures the removal of 99.9% of bacteria and viruses,
– drying with a fan, which in combination with automatic door opening ensures completely dry dishes,
– connectivity that enables remote use, monitoring and control,
– touch control and touch screen on all models,
– large capacity, as the DW50 can wash 16 complete sets of plates, glasses, and cutlery.

Other innovations depend on the selected models: additional spraying nozzles to help clean pans and dirtier dishes, an ionizer for fresh air without odors, a flexible third basket and a basket for accessories, and accessories for washing tall wine glasses, night program etc.
Our new dishwashers will be available to customers in the last quarter of 2022 and in the coming years, we hope to increase the dishwasher production capacities.

Gorenje Hisense Expand factory

Alex Zhu, CEO of Hisense International, visited the Gorenje factory in Valjevo, Serbia, where he was welcomed by Stanka Pejanović, Vice President of Hisense International, Executive Vice Presidents of Hisense Europe, Chao Liu and Tomaz Korosec, and Vladimir Milosavljevic, Director of Gorenje Valjevo.

After a meeting with the management of Gorenje Valjevo and visiting the current production facilities, Mr. Zhu also visited the construction site of the new factory, which started recently. The new factory will operate on 30,000 m2 and will be engaged in the production of side-by-side refrigerators. It will provide 1,000 new jobs, and the planned start of production is February 2023.

Gorenje Growth

Gorenje is now the largest exporter in Slovenia.
They now lead in export value for the first time, In the extremely difficult business environment of 2021, with the covid epidemic, heavily disrupted supply chains, and the soaring cost of logistics, energy, and raw materials, we adapted, persevered, and conquered. In 2021, the manufacturer of white goods Gorenje exported 1.97 billion euros of its products

Gorenje’s Boštjan Pečnik talks Hisense alliance

Boštjan Pečnik, Executive Vice President of manufacturer Gorenje discusses the companies alliance with Hisense and the key developments of the home appliances market ahead of 2022.How has Europe’s major appliance industry fared amid the pandemic?

Following the first half of 2021, there was a positive development in all the European markets. Market demand is still strong in the second half of the year and above our expectations. We expect it to continue during the Christmas period. On the cost side, like all industries, major appliances are also facing a raw material price increase and the growth of logistics and energy costs. Consequently, this is also driving a price increase for the end users. There’s also the challenge of shortages of some materials and components like microprocessors. But I think this price increase will be done step by step and it will not immediately affect performance over the Christmas period.

Which of your recent products have been the most game changing?

In this Covid period, end consumers are searching for appliances that improve convenience. They are looking for appliances that are more environmentally friendly. Therefore, the most interesting ones are those that allow connectivity with smart functions and automation, and also energy efficiency, hygiene and function support. Supporting healthy lifestyles like steam cooking is very interesting. In general sustainability is becoming more and more interesting and important. Legislation in some areas, let’s say it is supporting the launch of sustainable products. But we are also seeing our end consumers really starting to care about sustainability in a positive way. And of course, this is good for our environment.

How have your product lines evolved during the collaboration between Hisense and Gorenje? Has the integration been easy?

We are constantly improving our product competitiveness by adding new products and new product platforms to our product range. We are of course also using product synergies inside Hisense Group, especially in the field of refrigeration and laundry appliances. In 2021 all our main product lines have been growing, which is a good sign. We are aware that good products are key to succeeding on the market and therefore we are increasing investment in R&D. The majority of our integration activities were done in 2019. On the sales side, there’s been the consolidation of sales business units on the European markets, in R&D and product management areas, the implementation of global organisation, and the responsibilities for product development. On the production side, the biggest benefit of this integration has been the integration of global sourcingSo global sourcing has been the main strength of your alliance with Hisense?

It is definitely one of our main strengths. In this time of Covid it has been even more important. In terms of branding, sourcing has been very important. R&D capability is also definitely one of our main strengths, particularly the development of electronics and connectivity. In the field of products, I would also mention our big sized refrigerators, especially for the Gorenje brand, and kitchen appliances for the Hisense brand, because they complement each other’s ranges. On a global scale, we also have new market access and the synergies that come out of that. There’s also our marketing resources and sponsorship of big sporting events like the UEFA Euro 2020 and FIFA World Cup 2022. In terms of branding, we have a clear strategy for the brand portfolio on the global market, and in the field of major domestic appliances, we will further develop Hisense, Gorenje’s brand, and in the premium segment, the ASKO brand.

Are you launching any new products in preparation for the holiday season?

Yes, we are launching a lot of new products. If I start with refrigeration, we will be launching our new wi-fi combi and a retro style combi, our flagship product. Our new laundry products with a refreshed look and improved performance are also important. The biggest novelties are a totally new plug for built-in ovens for the Hisense and Gorenje brands we call Celsius cooking. It’s a premium induction smart cooking ecosystem. That brand will also be launched during this period, and many others will follow in the first quarter of 2022.

Finally, what are your mid-to-long term goals in Europe?

We are improving our position in all product categories and we will continue to strengthen our market position. Our goal is to become one of the leading manufacturers of major appliances and solutions in the global market. And as I mentioned we will further develop our brands Hisense, Gorenje and ASKO.

For more information on Gorenje, click here. Listen to Mr Pečnik’s full IFA Tech Talk, the Official IFA Podcast interview here and also available on:

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