BSH Bent on North American Expansion
By Tatyana Sinioukov
BSH Home Appliances Corp., a Munich, Germany-based appliance company, is going after the North American market, and it has unveiled a $200-million-investment plan to prove it.
In June, BSH, which has three high-end appliance brands under its wing—Thermador, Bosch and Gaggenau—has announced a number of new lines within those three brands, and has invited more than 500 dealers and distributors to the product showcases at the company's headquarters in Huntington Beach, Calif. Dealers and distributors also had a chance to visit an 11,000 sq.ft. Purcell/Murray BSH Showroom and Training Facility that has opened in June. During the opening ceremony, BSH announced it will invest $200 million into the North American market—USA and Canada—with plans to expand its presence in the cooking and laundry categories especially.