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Haier Europe transforms Brugherio site into strategic logistics hub

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A new future for Haier’s Brugherio plant

Haier Europe has signed an agreement with labor unions to convert its Brugherio production site into a strategic Service Hub for spare parts distribution across European markets.

The agreement follows a January 20 meeting, where the company announced the closure of washing machine production by June 30, emphasizing the need for a strategic business transformation.

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€6-9 million investment for the transformation

Starting July 1, the new Service Hub will play a crucial role in Haier Europe’s logistics operations, including:

  • Receiving, storing, packaging, and shipping spare parts
  • Refurbishing and reworking home appliances
  • Producing service kits for after-sales support

Haier has allocated €6-9 million for the transformation, confirming Italy’s strategic importance for its European operations. The site will feature a storage capacity of 50,000 pallet spaces across 44,000 square meters.

Impact on employment: supporting affected workers

The new logistics hub will retain approximately 110 of the current 160 employees. To support affected workers, Haier Europe has introduced:

  • Severance incentives
  • Early retirement programs
  • Professional retraining opportunities
  • Job relocation assistance

The company remains committed to minimizing social impact, offering support to workers and their families.

Brugherio remains a key European center for Haier

In addition to the Service Hub, Brugherio will continue to host:

  • The European headquarters (HQ), alongside offices in Vimercate
  • The Milan Experience Design Center
  • R&D labs focused on connectivity and IoT

Haier Europe employs around 900 people in Italy and maintains operations in Treviso (HVAC, air conditioning) and Bassano del Grappa (Elba-branded ovens and cooking appliances).

An industry in transition: market challenges

This transformation is part of a broader business rationalization plan, driven by shrinking demand in the European home appliance sector.

Over the past three years, the market has faced profit margin erosion, exacerbated by geopolitical tensions and inflationary pressures, which have weakened consumer confidence and made structural adjustments necessary.

Do you think the Brugherio plant conversion is the right strategy? Share your thoughts in the comments below.

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