Τurnover at 178 million euros; moderate optimism for 2026

BSH Home Appliances Group in Greece expressed cautious optimism for 2026.

As noted by John Gratsonis, CEO of BSH Home Appliances Greece, during the presentation of the company’s annual results, “our strategy focuses on developing products and solutions that effectively address the needs of modern everyday life. In an environment of constant change, we continue to invest in innovation and technology, strengthening the relationship of trust with our consumers.”

He added that “the company follows a policy of seeking to maximize its turnover even when market conditions are challenging and volatile.” This, he emphasized, is supported by continuous monitoring of market developments, effective data interpretation, timely forecasting, and the company’s focused strategic approach.

Greek market

In the Greek market, BSH Home Appliances holds an overall market share of 33%. In 2025, its turnover reached 178 million euros, continuing its upward trajectory and further strengthening its position in the sector. Positive contributions came from the Cooking category as well as Consumer Products, such as vacuum cleaners and small kitchen appliances, while the Laundry Care category remained stable.

According to Giorgos Fendakis, CFO of the company, “despite market challenges, 2025 confirmed the stability of our course. Through prudent management and targeted investments, we are securing the foundations for further growth.” He also noted that the company demonstrated resilience and strong reflexes in response to abrupt shifts in the economic environment, while remaining consistent in its strategic focus.

Consumer trends

Regarding consumer trends, BSH executives highlighted the boost to the electrical and electronics market driven by home renovations. However, in Greece there are product categories whose sales have not performed particularly well. Specifically, tumble dryers and washing machines, which fell out of consumers’ preference lists from the early months of the energy crisis.

Data indicate that consumers are actively seeking deals and special offers, while a key concern for vendors under current conditions is how much consumers are willing to spend on quality and durability when selecting appliances. This raises the question of how branded products in the electrical and electronics sector position themselves within this consumer decision-making framework.

According to Gratsonis, the establishment of a brand in consumers’ perception also depends on another key factor, to which BSH attaches particular importance: after-sales service. “For us, it is important that when an authorized BSH service technician enters a Greek household, they do so with clearly visible branded identification on their work uniform.”

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