BSH Chronology 2014-today: Setting a new course

"We have enjoyed a remarkable success story. Our task now is to seize the opportunities offered by the markets and continue to write this success story. Together, we will achieve the next level of success for BSH in the coming decade." These were the words of CEO Karsten Ottenberg in April 2014 as he opened the International Corporate Summit in Munich.

BSH/NextLevel

This management meeting also heralded the start of a strategic realignment of BSH. Attention was focused on six strategic priorities as well as a new interaction between regions, product divisions, brands and corporate functions.  This also meant major restructuring of the organizational structure. One of the main objectives was to focus systematically on the consumer. In the words of management, "We want to build a consistently customer-oriented organization." The company was also to be made ready for the pervasive digital transition, since "digitization plays a key role, not only in terms of purchasing but also in using products and services."

Consistent customer orientation also meant wanting to be able to respond even better to the different regional needs of customers in the future. From product development to sales and service, entrepreneurial responsibility was therefore handed over much more to the five newly structured regions: Europe, Asia Pacific, Greater China, North America, T-MEA-CIS. "We are thus moving closer to our customers, shortening decision-making paths and speeding up our processes," said Karsten Ottenberg.

One key reason for the restructuring was changing markets. The stagnating European market was dominated by aggressive cut-throat competition. BSH faced up successfully to this competition, but additional new markets had to be opened up to ensure further growth in the future. BSH saw suitable opportunities in particular in the regions of Asia, Africa and Eastern Europe.

BSH Hausgeräte GmbH

A further drastic change followed at the beginning of 2015. On January 5, Siemens AG sold all its shares in the joint venture to Robert Bosch GmbH. From then on, the company's official name was BSH Hausgeräte GmbH. BSH now belonged exclusively to the Bosch Group as a largely independent company. For Siemens, the home appliance division was the last business unit with a direct link to the consumer. With its withdrawal from the joint venture, its focus was then fully on industrial business.

The new company strategy was promising for BSH: The company was able to increase revenue by a billion euros in the first year alone. Revenue of 12 billion euros was thus achieved in 2015. The number of employees grew to 56,500 in fiscal 2015. A remarkable achievement, which was even more significant considering the transformation of BSH's organizational structure taking place at the same time.

We are BSH

Inauguration of the BSH technology center on 21 November 2016 in Adugodi, India. (Source: Press fotos BSH Hausgeräte GmbH)

"We are BSH" was the new guiding principle since 2016. "What drives us: We want to be the first choice for consumers worldwide. We are growing responsibly and doing our part to protect our environment and its natural resources." The motivation and ambition described here gave deeper meaning to the strategy and added vision to the strengths and values of the globally operating company. 2017 is a celebratory year for BSH: BSH is marking its 50th anniversary, while at the same time the vacuum cleaner factory in Bad Neustadt is also celebrating its 50th anniversary, and the Giengen site celebrated not only the milestone of 80 million cooling appliances produced, but also its 70-year anniversary. In the same year, the BSH startup WeWash digitalized the laundry room. A combination of software and hardware made washing and drying cycles made smarter and more efficient for users. In June 2017, the brand rooms at the Munich training and conference center in Munich open. Consumers have been able to get advice and also have the opportunity to experience the BSH home appliances in action here in the showrooms. In the fall, BSH Hausgeräte opened two new factories in Poland, at which around two million appliances would be produced.

In January 2018, BSH in Giengen commissioned a completely new production line. A barcode scan enabled appliances to be identified right from the first production step for the around 250,000 built-in refrigerators per year. In the summer of 2018, a new development and administration building for around 230 workplaces was inaugurated and a new logistics building was opened at the Traunreut site. The hall, measuring 9,000 m2 in size, was for the increased demand for finished products made in Germany. A hall extension for around 200,000 appliances at the BSH site in Nauen also celebrated its topping-out ceremony and a new logistics building for 40,000 appliances was opened in Dillingen. In the fall of 2018, BSH set another milestone for the connected kitchen with its own Home Connect appearance at IFA, strengthening the importance of the cross-brand connectivity platform. And Kitchen Stories made its first appearance at IFA as the youngest member of the BSH brand family.

In 2019, CEO Dr. Karsten Ottenberg leaves BSH at his own request and CFO Johannes Närger retires. Silke Maurer has been appointed as COO and Uwe Raschke as CEO of BSH Hausgeräte to succeed them. In 2019, BSH and Techstars launched the Accelerator program for the “home of the future” in Munich. The startup program focuses on ideas relating to the future home and the smart kitchen.

In the summer of 2020, BSH Hausgeräte GmbH launched virtual brand platforms due to the Covid-19 pandemic. These offer detailed information, lots of moving images, tailor-made solutions, and special PoS offers. Effective July 1, 2020, Dr. Carla Kriwet took over as Chairwoman of the BSH Board of Management. That meant that for the first time in the company’s history, two of the four board members are now women.

Since the start of 2021, BSH Hausgeräte GmbH has been working together with the World Food Programme (WFP) of the United Nations to achieve a world without hunger. BSH also works in Germany with the organization JOBLINGE to jointly combat youth unemployment. In 2021, BSH focuses its business activities on digitalization and sustainability. In 2021, the pioneer of the connected kitchen, the Home Connect system, is available in 49 countries and 27 languages, with the Home Connect app being downloaded more than two million times since its launch in 2014. Since the start of 2021, BSH Hausgeräte GmbH has been working together with the World Food Programme (WFP) of the United Nations to achieve a world without hunger. BSH supports the WFP Innovation Accelerator which nurtures start-ups and innovation teams. BSH also works in Germany with the organization JOBLINGE to jointly combat youth unemployment. To reduce its own carbon footprint and help close the plastic cycle, BSH is using Styropor® packaging based on chemically recycled plastic. In addition, BSH starts using recycled steel from Salzgitter Flachstahl GmbH for the first time in September 2021. Using low carbon green steel, initially for mounting brackets in washing machine production in Lodz, is another step on the way to achieving BSH’s ambitious sustainability goals.

Part of the growing sustainability offering at BSH is the BlueMovement start-up. Based on the circular economy model, BlueMovement allows consumers to rent home appliances. The start-up for home appliances subscriptions and the SME sector have been collaborating on marketing the subscription model for large home appliances since September 2021.

In the summer of 2021, BSH helps those affected by the flood disaster, and organizes donations of appliances and money, as well as practical support by customer service.

Lars Schubert, currently Chief Technology Officer and Member of the Board of Management of BSH in China, will become the new Chief Operating Officer (COO) of BSH Hausgeräte GmbH on April 1, 2022 and be responsible in future for manufacturing, development, innovation, corporate technology and global supply chain management. The graduate engineer is taking over from Dr. Silke Maurer, who is leaving the company at her own request.

In the region Africa, BSH is investing around 30 million euros in a new, state-of-the-art cooker factory in Egypt. It is scheduled to go into operation in 2024. The factory is designed for any annual production capacity of more than 350,000 appliances for consumers in Africa and the Middle East.

Carla Kriwet is leaving BSH at her own request on 30 April 2022 to take on a new role outside the Bosch Group. CFO Gerhard Dambach appointed interim CEO. Dr Matthias Metz, currently a member of the Group Board of Management of the ZEISS Group, will become CEO and Chairman of the Board of Management of BSH on 1 October 2022.

In 2023, BSH achieved a turnover of 14.8 billion euros. Worldwide, some 60.000 employees, 37 factories in Europe, the U.S. and Asia, as well as a strong network of about 80 sales, production and customer service companies in around 50 countries are the basis for the customer-centric BSH business model. R&D spending amounted to 5.7 percent of total sales in 2023. The focus remained clearly on digital, consumer oriented product concepts and innovation.