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Haier relocates production of Rosières ovens to Romania

The sentence fell recently. For reasons of competitiveness, the assembly lines of the Rosières ovens located in Lunery, in the Cher department, will cease their activity in the course of 2021.

We had feared it for several weeks, but the ax fell recently. The French Rosières, recently fallen into the hands of the Chinese Haier (with the latter’s takeover of the Candy-Hoover group), has seen its cooking appliance manufacturing activity relocated to Romania. The New Factory reports that 50 million euros have also been invested by Haier in this country.

These are obviously purely economic reasons which governed this choice. Indeed, according to Yannick Ferling, “Assembly costs are high, while sales fell by 40% between 2016 and 2019”. Note that one of the main activities of this production site was the assembly of the trio, a three-in-one appliance comprising an oven, a dishwasher and a hob. The Lunery plant, which employs 72 people, must however retain a purely logistical activity which will for its part benefit from an investment of 2 million euros and allow the creation of 26 jobs, offered in priority to redundant staff.

A history more than a hundred years old

Recent efforts to give a facelift to a brand with an aesthetic that is often considered dated have unfortunately not borne fruit. For the record, Rosières had nevertheless been established in Lunery since 1869, when the brand was created by Jules Roussel, and specialized in cooking appliances in 1877. The foundries themselves are even older since they were founded by the Marquis de Boissy in 1836. At the time of its splendor, the site employed 1,200 people.

The French household electrical appliance industry therefore sees another of its flagship brands spreading to countries in which the cost of labor is more attractive. While a few manufacturers of small household appliances, including Seb, Magimix, Moulinex or Lagrange, still have a few production sites today, only Brandt (acquired by the Algerian group Cevital in 2014) continues to produce wholesale appliances in France. household appliances (ovens, washing machine …) stamped Brandt, Sauter or De Dietrich.

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