BSH Home Appliances: Maintaining Leadership in Large Household Appliances – Outlook for 2025

In 2024, BSH Home Appliances achieved a turnover of €175 million in the Greek market, showing an 8.3% decrease compared to 2023 but maintaining its leading position in the large household appliances market, according to CEO Giannis Gratsonis during a press briefing on April 29, 2025. Specifically, BSH demonstrated positive results across most categories of large household appliances, such as dishwashers (+11%), laundry care (+8%), consumer products like vacuums and small kitchen appliances (+7%), and cooking (+3%). The only category that recorded losses was refrigeration (-38%), which was expected. CFO Georgios Fendakis noted that despite a slight decline in numbers due to the ‘Recycle – Change Appliance’ program boosting sales in 2022 and 2023, there was essentially an increase in sales when excluding the program’s impact. Globally, BSH’s revenue reached €15.3 billion in 2024, with a 7.5% increase driven mainly by North America, the UK, Netherlands, Austria, and Germany. Emerging markets also saw significant growth at 13.7%. Investments in research and development amounted to €835 million, equating to 5.5% of turnover. The discontinuation of Siemens white goods distribution in Greece and Cyprus from October 2024 was strategically managed, ensuring no long-term impact. For 2025, the company anticipates slight unit growth but a potential value decline due to lower average prices. Focus will be on kitchen appliances and built-in solutions, followed by dryers and dishwashers. Regarding U.S. tariffs, the company remains flexible and resilient.