BSH Chronology 1979-1983: National Growth: Difference between revisions

Competitor and market leader AEG went spectacularly bankrupt around the middle of 1982. The then Board of Management of AEG set about trying to restructure the company by selling off the lucrative parts.<ref>[http://www.spiegel.de/spiegel/print/d-14347087.html "Das Geschäft bricht weg", in: Der Spiegel 27/1982], page 69.</ref> This allowed BSHG to expand its portfolio with the addition of the familiar [[The_Neff_Brand_and_the_BSH_Site_in_Bretten|NEFF]] brand. Neff Werke GmbH, a subsidiary of AEG, had the reputation of being a manufacturer of high-quality home appliances.<ref>BSH Corporate Archives, F-Neff-005, Gabriele Kicherer: Geschichte und Bedeutung der Marke Neff, page 54. [http://www.spiegel.de/spiegel/print/d-14347829.html "Ja, wenn wir ein Saftladen wären", in: Der Spiegel 34/1982], page 27.</ref> On November 15, 1982, BSHG acquired the NEFF trademark as well as a portion of the fixed and current assets including the sales subsidiaries in England, France and Austria and founded what is today NEFF GmbH in Munich. Around 1,000 jobs were successfully retained at the Neff site in Bretten.<ref>BSH Corporate Archives, Historie Tochtermann Folder 5.</ref> New sales channels opened up for BSHG, with Great Britain being one of the most significant. NEFF also brought with it specialized technical knowledge and innovations in product development.<ref>BSH Corporate Archives, F-BSH-001, 40 Jahre BSH – Eine Chronik, Munich 2007, page 39.</ref>