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BSH<ref> | 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> has always regarded itself not only as a German but also a European company.<ref>„Der europäische Markt erfordert Unternehmen europäischen Ausmaßes." Quote from the preamble of the joint venture contract, BSH Corporate Archives, F-BSH-001, 40 Jahre BSH – Eine Chronik, Munich 2007, page 26.</ref> It was founded in 1967 in the middle of the continent, in Germany. Consolidation and growth of BSH in Germany was followed by a phase of expansion into other European countries. | ||
Most of the production locations and sales organizations today are located in Europe.<ref>https://www.bsh-group.com/de/unternehmen/bsh-weltweit (abgerufen am 29.08.2017)</ref> BSH is also the world’s leading home appliance manufacturer in Europe.<ref>BSH | Most of the production locations and sales organizations today are located in Europe.<ref>https://www.bsh-group.com/de/unternehmen/bsh-weltweit (abgerufen am 29.08.2017)</ref> BSH is also the world’s leading home appliance manufacturer in Europe.<ref>BSH Corporate Archives, A01-0035, Geschäftsbericht 2015, p. 2.</ref> | ||
==== Germany ==== | ==== Germany ==== | ||
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==== France ==== | ==== France ==== | ||
Gaggenau was taken over by Bosch-Siemens Hausgeräte GmbH at the end of 1994/beginning of 1995. Production and development were moved in their entirety to Lipsheim in Alsace and the company was restructured.<ref>Die Historie von Gaggenau (BSH Präsentation), Materialien zur Geschichte der Eisenwerke Gaggenau, BSH | Gaggenau was taken over by Bosch-Siemens Hausgeräte GmbH at the end of 1994/beginning of 1995. Production and development were moved in their entirety to Lipsheim in Alsace and the company was restructured.<ref>Die Historie von Gaggenau (BSH Präsentation), Materialien zur Geschichte der Eisenwerke Gaggenau, BSH Corporate Archives, C03- 0296, Folie 3.</ref> | ||
==== Greece ==== | ==== Greece ==== | ||
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==== Spain and Portugal ==== | ==== Spain and Portugal ==== | ||
BSH continued to expand its presence in Europe in the 1980s, acquiring a majority share in the Spanish home appliance manufacturer Balay-Safel, resulting in a market share of 24 percent in Spain. The strong market position in Spain also increased BSH’s overall market share in Europe. As a result, at the end of the 1980s the company is the second largest manufacturer of home appliances in Europe.<ref>BSH | BSH continued to expand its presence in Europe in the 1980s, acquiring a majority share in the Spanish home appliance manufacturer Balay-Safel, resulting in a market share of 24 percent in Spain. The strong market position in Spain also increased BSH’s overall market share in Europe. As a result, at the end of the 1980s the company is the second largest manufacturer of home appliances in Europe.<ref>BSH Corporate Archives, A05-0012, inform 02/1989, p. 2f.</ref> In 1998, BSH also acquired the remaining shares in Balay, which by then also included the Safel brand, thus making the company a wholly-owned subsidiary of BSH. | ||
Balay and Ufesa – another BSH brand since 1998 that is marketed in Spain and Portugal<ref>http://www.ufesa.com/ ( | Balay and Ufesa – another BSH brand since 1998 that is marketed in Spain and Portugal<ref>http://www.ufesa.com/ (last visited 30.08.2017)</ref> – are also among BSH’s Local Heroes. | ||
==== Turkey ==== | ==== Turkey ==== | ||
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==== Slovenia – Small appliances since 1972 ==== | ==== Slovenia – Small appliances since 1972 ==== | ||
Gorenje began manufacturing mixers and other small appliances for BSH in 1972 under the BSH brands in the Slovenian town of Nazarje.<ref>BSH | Gorenje began manufacturing mixers and other small appliances for BSH in 1972 under the BSH brands in the Slovenian town of Nazarje.<ref>BSH Corporate Archives, F-BSH-001, 40 Jahre BSH – Eine Chronik, München 2007, p. 56; A01-0011, Geschäftsbericht 1993, p. 3; inform, A05-0017, 1994/3, p. 1-3.</ref> | ||
During the Cold War and the accompanying East-West confrontation, the multicultural state of Yugoslavia, to which Slovenia belonged, occupied a special status. Yugoslavia was one of the founding members of the organization of non-aligned states and, despite the communist state doctrine, did not count itself part of the Soviet Union-led bloc. This unique position allowed it to also work comparatively closely with companies from the West. BSH benefited from this in its cooperation with Gorenje. | During the Cold War and the accompanying East-West confrontation, the multicultural state of Yugoslavia, to which Slovenia belonged, occupied a special status. Yugoslavia was one of the founding members of the organization of non-aligned states and, despite the communist state doctrine, did not count itself part of the Soviet Union-led bloc. This unique position allowed it to also work comparatively closely with companies from the West. BSH benefited from this in its cooperation with Gorenje. | ||
After the collapse of Yugoslavia, Gorenje broke away from its home market. The plant was also destroyed by a disastrous flood at the start of the 1990s. BSH provided loans to help rebuild it. When Gorenje was unable to repay the loans, BSH took over the plant in Nazarje in 1993. Since then, small appliances have been produced there under the BSH brand names and, since 2003, also large appliances.<ref>BSH | After the collapse of Yugoslavia, Gorenje broke away from its home market. The plant was also destroyed by a disastrous flood at the start of the 1990s. BSH provided loans to help rebuild it. When Gorenje was unable to repay the loans, BSH took over the plant in Nazarje in 1993. Since then, small appliances have been produced there under the BSH brand names and, since 2003, also large appliances.<ref>BSH Corporate Archives, A05-0026, inform, 2003/4, p. 18.</ref> | ||
==== New markets in Eastern Europe since 1989 ==== | ==== New markets in Eastern Europe since 1989 ==== | ||
After the fall of the Iron Curtain in 1989, BSH turned its attention to Russia and the entire Eastern European region. Since then the region has been a focal point for expansion for the company. BSH has its own sales companies in most Eastern European countries – including the Czech Republic, Serbia, Romania and Ukraine – where it benefits from the high degree of familiarity and good image of its Bosch and Siemens brands.<ref>BSH | After the fall of the Iron Curtain in 1989, BSH turned its attention to Russia and the entire Eastern European region. Since then the region has been a focal point for expansion for the company. BSH has its own sales companies in most Eastern European countries – including the Czech Republic, Serbia, Romania and Ukraine – where it benefits from the high degree of familiarity and good image of its Bosch and Siemens brands.<ref>BSH Corporate Archives, A01-0013, Geschäftsbericht 1995, p. 5.</ref> | ||
==== BSH in Poland ==== | ==== BSH in Poland ==== | ||
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==== BSH in Russia – from importer to manufacturer ==== | ==== BSH in Russia – from importer to manufacturer ==== | ||
BSH has enjoyed a presence in Russia since 1994.<ref>BSH | BSH has enjoyed a presence in Russia since 1994.<ref>BSH Corporate Archives, A05-0037, inform 2014/2, p. 11.</ref> The Bosch and Siemens brands are also very well known there and sell well. By 1995, BSH was already the largest Western European importer in Russia.<ref>BSH Corporate Archives, A01-0013, Geschäftsbericht 1995, p. 5.</ref> In 1997, the company then started looking into options for further involvement in Russia, including production partnerships.<ref>BSH Corporate Archives, A05-0020, inform 1997/2, p. 29; A01-0015, Geschäftsbericht 1997, p. 6.</ref> It ultimately opted to develop its own production facilities. In 1998, BSH opened an assembly plant for gas cookers in Chernogolovka, 60 kilometers east of Moscow, making it the first home appliance manufacturer from the West to have a plant in Russia.<ref>BSH Corporate Archives, A01-0016, Geschäftsbericht 1998, p. 10.</ref> BSH defied the economic crisis of 1998/1999. with the Gaggenau and Neff brands being launched on the Russian market between 1998 and 2005.<ref>BSH Corporate Archives, A05-0037, inform 2014/2, p. 11.</ref> | ||
===== New production facilities ===== | ===== New production facilities ===== | ||
Construction of a new refrigeration plant and a logistics center in St. Petersburg began in 2007. The center not only sells locally produced appliances, but also BSH imports. The majority of the cooling appliances produced in St. Petersburg are destined for the Russian and Ukrainian market.<ref>BSH | Construction of a new refrigeration plant and a logistics center in St. Petersburg began in 2007. The center not only sells locally produced appliances, but also BSH imports. The majority of the cooling appliances produced in St. Petersburg are destined for the Russian and Ukrainian market.<ref>BSH Corporate Archives, A05-0028, inform 2005/4, p. 8; A01-0025, Geschäftsbericht 2007, p. 7; F-BSH-001, 40 Jahre BSH – Eine Chronik, p. 122.</ref> After just three years, BSH is the market leader with Bosch in the segment of free-standing static fridge-freezer combinations. An assembly plant for washing machines was opened additionally in 2012 in St. Petersburg.<ref>BSH Corporate Archives, A01-0030, Geschäftsbericht 2012, p. 46.</ref> In 2008, BSH was able to proudly proclaim that it had a base of 3.5 million customers in Russia.<ref>BSH Corporate Archives, A05-0037, inform 2014/2, p. 11.</ref> | ||
===== Onward and upward in Russia despite the crisis ===== | ===== Onward and upward in Russia despite the crisis ===== | ||