The decision of the German group BSH Home Appliances Group to stop the distribution of Siemens white household appliances in Greece and Cyprus brings high-voltage upheavals to the electrical goods market.
The information that kitchens, refrigerators and washing machines with the Siemens brand will be found outside the Greek and Cypriot stores is confirmed by BSH Home Appliances, a subsidiary in our country of the largest manufacturer of household appliances in Europe.
Why does the distribution of Siemens devices stop?
Sources close to the Greek company note that Discontinuation of Siemens devices begins immediately and codes that run out will not be replaced.
For the time being, the availability of small Siemens appliances, such as vacuum cleaners, coffee makers, kitchen machines, breakfast appliances, etc., which BSH Home Appliances markets in Greece, will not be affected, but without excluding the complete withdrawal of the German brand from the domestic market.
However, as it is said by the company, which still sells the remaining brands namely Bosch, Pitsos, Neff and Gaggenau, the repair department of Siemens household appliances will remain active and will be able to cover the domestic market with spare parts.
State subsidies and Sclavenitis
The decision to withdraw the Siemens brand is a strategic move aimed at increasing flexibility and creating additional economies of scale, at a time when the overall electrical and electronic goods market is estimated to close this year with a decline due to a large decrease of 18%-20 % of sales of large white household appliances, mainly in the refrigeration category, but also due to the pressure received by sales of technological products.
We remind you that last year’s subsidized consumption, due to government subsidies, had created additional turnover in refrigerators, freezers and air conditioners, devices with a leading role in sales and a high profit margin, with the result that the total market closed high at 3.219 billion euros from 2.865 billion .euro in 2022.
It should be noted that at the beginning of the year the company had proceeded with yet another rationalization move by selling to the Sklavenitis chain the factory it owned in Rentis, where Pitsos white appliances were produced for 62 years. The factory had been locked down since the end of 2020.
Leader in the market
From what the management of BSH Home Appliances, under Yiannis Gratsonis, said a few months ago, the company holds the position of leader in the domestic market of large electrical appliances (refrigerators, washing machines, dryers, ovens, stoves, hoods, etc. ).
The market share in large devices, according to internal measurements, is around 31%, while in small devices at 19%. However, in vacuum cleaners the company’s share is larger, as it amounts to 26-28%.
At the level of brands, Bosch is the brand with the largest contribution to sales, while Pitsos, Siemens and Neff follow in the order of ranking based on their performance in the Greek market.
In 2023, the company’s turnover was close to 191 million euros, increased by 1.6% compared to 2022.
Since 1950
The presence of Siemens electrical appliances counts over 70 years in the Greek market and like the rest of the import companies (see Kelvinator, Hoover, AEG and Phillips) in the 50s and 60s they competed with IZOLA of Panagiotis Drakos, PITSOS of Apostolos Pitsos and Eskimo, which dominated the production of refrigerators and kitchens.
Of course, from 1977 everything changed, as BSH and Siemens acquired 60% of the share capital of PITSOS AE, which had been founded in 1865. From 1996, Bosch, Siemens and Pitsos operated together under the name BSP , while in 1998 the Gaggenau brand and in 2002 the Neff brand were integrated into BSP.
In 2001 the company was renamed BSH Home Appliances SA and in September 2014, the company, which was controlled by Bosch and Siemens 50%-50, came under the control of Bosch, which bought Siemens’ share.
Source: ot.gr
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