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The Zelmer brand: Difference between revisions
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[[File:Fabryka 007 Rogoznica Zelmer-Fabrik 2012 BSH-Pressebilder.jpg|thumb|500x500px|Zelmer site in Poland in 2012. (Source: BSH Press Fotos)]] | |||
The company Zelmer was founded in 1937, producing field kitchens and military equipment in its factory, if only for a brief period.<ref>http://www.zelmer.com/why-zelmer</ref> The short-lived history ended again with the German attack on Poland in 1939. | The company Zelmer was founded in 1937, producing field kitchens and military equipment in its factory, if only for a brief period.<ref>http://www.zelmer.com/why-zelmer</ref> The short-lived history ended again with the German attack on Poland in 1939. | ||
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===== Regional Brand Hub ===== | ===== Regional Brand Hub ===== | ||
BSH made a public takeover bid to Zelmer through its Polish subsidiary BSH Sprzet Gospodarstwa Domowego Sp. z o.o in December 2012. Apart from expanding its presence in Central and Eastern European countries, the goal was primarily to expand the Consumer Products (CP) sector.<ref>BSH Corporate Archives, A01-0030, BSH Business Report 2012, page 117.</ref> The regional small appliance brands were bundled in Poland and a Regional Brand Hub (RBH) was established, which was managed by the Zelmer team and assumed responsibility as entrepreneur for the CP product portfolio of the regional BSH brands in the small appliances segment. Streamlined processes were introduced to ensure increased efficiencies and a low cost position for the appliances that were distributed under the regional brands. In addition to Zelmer, the regional | BSH<ref>BSH was founded in 1967 as Bosch-Siemens Hausgeräte GmbH - BSHG for short. In 1998, the name was changed to BSH Bosch und Siemens Hausgeräte GmbH, with the short form BSH. Since the sale of the Siemens shares in BSH to Robert Bosch GmbH the company’s name is now BSH Hausgeräte GmbH, but still BSH for short.</ref> made a public takeover bid to Zelmer through its Polish subsidiary BSH Sprzet Gospodarstwa Domowego Sp. z o.o in December 2012. Apart from expanding its presence in Central and Eastern European countries, the goal was primarily to expand the Consumer Products (CP) sector.<ref>BSH Corporate Archives, A01-0030, BSH Business Report 2012, page 117.</ref> The regional small appliance brands were bundled in Poland and a Regional Brand Hub (RBH) was established, which was managed by the Zelmer team and assumed responsibility as entrepreneur for the CP product portfolio of the regional BSH brands in the small appliances segment. Streamlined processes were introduced to ensure increased efficiencies and a low cost position for the appliances that were distributed under the regional brands. In addition to Zelmer, the regional brands included [[Local Heroes|Pitsos, Profilo and Ufesa]].<ref>BSH Corporate Archives, A05-0041, inform, Issue 03/2014, page 11.</ref> | ||
===== Zelmer becomes part of BSH ===== | ===== Zelmer becomes part of BSH ===== | ||
The formal takeover by BSH was concluded successfully in June 2013 and BSH acquired the Zelmer legal units.<ref>BSH Corporate Archives, A01-0036, Business Report 2013, page 46.</ref> | The formal takeover by BSH was concluded successfully in June 2013 and BSH acquired the Zelmer legal units.<ref>BSH Corporate Archives, A01-0036, Business Report 2013, page 46.</ref> The initial consolidation of Zelmer was reflected in figures of 142 million euros for the 2013 business year<ref>BSH Corporate Archives, A01-0036, Business Report 2013, page 35.</ref>, thus highlighting the significance of the BSH expansion on the Eastern European market. | ||
The | The integration process was completed gradually. The consolidation of the sales organization in Poland was followed in 2014 by the merging of BSH and Zelmer in Russia and the Ukraine and in 2015 by the merger in the Czech Republic and Romania. Following the integration of Zelmer's national companies in the BSH subsidiaries as well as process improvements and the introduction of the BSH system landscape, the structure of Zelmer's corporate headquarters appeared no longer fit for purpose. Restructuring and adjustment of employee numbers, especially in administration, was necessary. Realignment of the PCP brand strategy led to the dissolution of the RBH. | ||
Zelmer S.A. was integrated in BSH Poland on December 30, 2016 following full integration of the subsidiaries. In addition to products under the Zelmer brand, Bosch products were increasingly also produced at the production location in Rzeszow. BSH sells its brand Zelmer to the Spanish company B&B Trends, effective January 1 2020. | |||
Zelmer S.A. was integrated in BSH Poland on December 30, 2016 following full integration of the subsidiaries. In addition to products under the Zelmer brand, Bosch products were increasingly also produced at the production location in Rzeszow. | |||
== Notes == | == Notes == | ||