Gorenje
A Slovenian home-appliance brand known for European manufacturing, design collaborations, and integration into Hisense's appliance business.
Last updated August 31, 2026
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Overview
Gorenje is a Slovenian major-appliance brand and manufacturing business based in Velenje. Established in 1950 by Ivan Atelšek, the company began by producing agricultural machinery in the village of Gorenje, near Šmartno ob Paki. It moved into domestic appliances with solid-fuel cookers in 1958 and relocated its operations to Velenje in 1960. The company exported its first cookers to Germany in 1961, an early step in the internationalization that later made Gorenje one of the better-known appliance manufacturers from Central and Eastern Europe. Gorenje entered washing-machine production in 1965 under a licensing arrangement with Zanussi. Its early models were assembled in Velenje from Italian-supplied components, but the business gradually built broader engineering, manufacturing, distribution, and branding capabilities. During the 1970s, Gorenje expanded into kitchen furniture, ceramics, medical equipment, telecommunications products, televisions, and other electrical goods. It also developed sales and distribution networks in Western Europe and Australia. The company acquired the German manufacturer Körting in 1978, strengthening its portfolio of appliance brands. In the 1980s, Gorenje narrowed its strategic focus toward domestic appliances while continuing to broaden its export network, including operations in the United Kingdom and the United States. Following the breakup of Yugoslavia, it continued building distribution and sales operations in Eastern Europe. Gorenje became a publicly traded joint-stock company in 1997, although its stock-market history later ended after the company was taken private following Hisense's takeover. The brand increasingly emphasized product design and international collaborations. Its design partnerships included Pininfarina, Karim Rashid, Swarovski, and Ora-Ïto. Products such as the Pininfarina collections, the Ora-Ïto Collection, and premium laundry appliances helped position Gorenje above purely price-led appliance manufacturers. The company also expanded its manufacturing footprint. It acquired Czech cooking-appliance maker Mora Moravia in 2005, opened a refrigerator and freezer plant in Valjevo, Serbia, in 2006, and took over Swedish appliance manufacturer Asko Appliances in 2010. The acquisition of Dutch white-goods provider ATAG in 2008 added further brands and market coverage. Gorenje historically operated a multi-brand appliance portfolio that included Gorenje, Asko, Mora, Atag, Pelgrim, Etna, Körting, and Sidex. Its production activities have included major appliances manufactured in Velenje, cooking appliances at Mora Moravia in the Czech Republic, and refrigerators and freezers in Valjevo, Serbia. Beyond appliances, the wider group has been involved in ceramics, kitchen and bathroom furniture, and services related to energy, ecology, and trade. In 2018, Hisense acquired a majority stake of approximately 95 percent in Gorenje Group through a takeover offer accepted by thousands of shareholders. The transaction marked the end of Gorenje's independent public-company phase and connected the Slovenian business to a large Chinese electronics and appliance group. Gorenje was converted into a limited liability company in 2019. Hisense subsequently reorganized European commercial operations, including the creation of Hisense Gorenje Europe and the merger of the German sales organizations of Hisense and Gorenje in 2021. The brand remains active within Hisense's European appliance structure. Its products are sold in more than 90 countries, with Europe as its principal geographic market. In 2020, a new Hisense-related electronics facility near Velenje was announced for television production aimed at the European market, while the Gorenje brand continued to focus on household appliances. Its current identity combines Slovenian industrial heritage, European production and design associations, and ownership by the global Hisense group.
History
Gorenje was founded in 1950 by Ivan Atelšek in the village of Gorenje, in what was then Yugoslavia. Its original business was agricultural machinery. The company entered the appliance industry in 1958 with solid-fuel cookers and moved to Velenje in 1960. In 1961 it exported 200 cookers to Germany, beginning a long-term emphasis on foreign markets. In 1965, Gorenje began producing washing machines under license from Zanussi. Its first models were derived from Zanussi designs and assembled in Velenje from parts supplied from Italy. Production developed quickly, and later models helped establish Gorenje as a domestic-appliance producer rather than a small agricultural-equipment manufacturer. During the 1970s, the company broadened its activities into kitchen units, ceramics, medical equipment, telecommunications, televisions, and other electrical products. It employed more than 20,000 people during that decade and established distribution and sales networks in Germany, Austria, France, Denmark, Italy, and Australia. The acquisition of Körting in 1978 added a German appliance manufacturer to its portfolio. Gorenje also operated a small business-aviation activity for corporate travel and partner relations during this period; that activity ended in 1995. In the 1980s, Gorenje concentrated more strongly on domestic appliances. It added the United Kingdom and United States to its export network and introduced the New Line product range in 1987. During the 1990s, the company continued developing distribution channels in Eastern Europe. Bosch acquired Gorenje's small-appliance factory in Nazarje in 1993, and Gorenje became a publicly traded joint-stock company in 1997. The 2000s were characterized by acquisitions, new production facilities, and design partnerships. Gorenje introduced its first Pininfarina-designed collection in 2000 and launched the PremiumTouch laundry range in 2004. It acquired Mora Moravia in 2005, opened Serbian production facilities in 2006, launched the Ora-Ïto Collection in 2007, and acquired ATAG in 2008. The company also collaborated with Swarovski, Karim Rashid, and other designers, using distinctive styling to differentiate its appliances in European markets. In 2010 it acquired Asko Appliances of Sweden. Gorenje sold a 13 percent stake to Panasonic in 2013. A possible broader Panasonic transaction did not proceed, and trading in Gorenje shares was temporarily suspended in 2016 after the share price fell beyond the Ljubljana Stock Exchange's daily limit. Hisense then made a successful takeover bid in 2018. By June of that year, Hisense controlled approximately 95 percent of Gorenje Group. The offer reportedly valued the company at 293 million euros, with shareholders accepting 12 euros per share. Gorenje was converted into a limited liability company in March 2019. After the takeover, Hisense reorganized European commercial and manufacturing activities around the Gorenje and Hisense brands. Hisense Europe Electronic announced television production near Velenje in 2020, while Hisense Gorenje Europe assumed commercial activities for the European group. In Germany, the two companies' sales organizations were merged in 2021. Gorenje currently operates as an active appliance brand within Hisense's European organization. Its historical manufacturing network has included Velenje, Mora Moravia in the Czech Republic, and Valjevo in Serbia. The wider brand portfolio has included Gorenje, Asko, Mora, ATAG, Pelgrim, Etna, Körting, and Sidex. Products have been sold in more than 90 countries, particularly across Europe. The brand's market identity rests on major appliances, European design associations, and a combination of Slovenian heritage and global corporate ownership.
- 2019
Conversion to limited liability company
[1]Gorenje was reorganized as a limited liability company after the Hisense takeover.
- 2018
Hisense takeover
[1]Hisense acquired approximately 95 percent of Gorenje Group.
- 2010
Asko acquisition
[1]Gorenje acquired Swedish appliance manufacturer Asko Appliances.
- 2008
ATAG acquisition
[1]Gorenje acquired Dutch white-goods provider ATAG.
- 2005
Mora Moravia acquisition
[1]Gorenje acquired Czech cooking-appliance producer Mora Moravia.
- 2000
Pininfarina collaboration
[1]The first Gorenje appliance collection designed with Pininfarina was introduced.
- 1997
Public-company conversion
[1]Gorenje became a publicly traded joint-stock company.
- 1978
Körting acquisition
[1]Gorenje acquired German manufacturer Körting.
- 1965
Licensed washing-machine production
[1]Gorenje started making washing machines under license from Zanussi.
- 1960
Relocation to Velenje
[1]The company moved its main operations to Velenje, which remains its historical headquarters.
Products and positioning
A design-oriented European major-appliance brand combining functional technology, broad household-appliance coverage, and selected premium collaborations. Since the 2018 takeover, it has operated within the wider Hisense appliance portfolio while retaining its Slovenian heritage and established European brand identity.
Cooking appliances · 1958
Gorenje cooking appliances
Gorenje's cooking portfolio includes ovens, hobs, cookers, and related built-in kitchen appliances. Cooking has been central to the brand since its first solid-fuel cookers in 1958 and later became a key area for design collaborations, including the Pininfarina and Ora-Ïto collections. Production has also been associated with the Mora Moravia facility in the Czech Republic.
Laundry appliances · 1965
Gorenje laundry appliances
The laundry range includes washing machines and tumble dryers. Gorenje entered the category through Zanussi-licensed production in 1965 and later developed its own product platforms. The PremiumTouch line, introduced in 2004, emphasized electronic controls, touch interaction, and high-speed spinning.
Refrigeration
Gorenje refrigeration
Gorenje's refrigeration products include refrigerators and freezers for domestic kitchens. The company expanded dedicated production through a plant in Valjevo, Serbia, opened in 2006. Refrigeration remains one of the brand's principal major-appliance categories alongside cooking and laundry.
Dishwashers
Gorenje dishwashers
Dishwashers form part of Gorenje's built-in and freestanding kitchen-appliance portfolio. They are marketed alongside the brand's cooking and refrigeration products as part of coordinated kitchen solutions.
Design collection · 2007
Gorenje Ora-Ïto Collection
The Ora-Ïto Collection was a design-led range developed with French designer Ora-Ïto. Introduced in 2007 and followed by a white version, it used simplified forms and a coordinated visual language to give Gorenje appliances a more architectural and premium appearance.
Design collection · 2000
Gorenje Pininfarina collections
The Pininfarina collections were created with the Italian design studio Pininfarina. The first collection appeared in 2000, followed by additional work including a black collection in 2008. These products helped establish Gorenje's reputation for combining major appliances with internationally recognizable industrial design.
Laundry appliances · 2004
PremiumTouch
PremiumTouch was a premium washing-machine and dryer line launched in 2004. Its cited features included a touch screen, an electronic drawer system, and a 2,000-rpm spin speed, reflecting Gorenje's effort to compete through user-interface and performance features as well as price.
Controversies
2022
Criticism over continued Russian operations
Gorenje continued operating in Russia after the Russian invasion of Ukraine. Critics argued that ongoing commercial activity contributed to the Russian economy and indirectly supported government war efforts. Gorenje products were also reported as appearing on Russia's parallel-import list, which permits unauthorized imports without the rights holder's consent and raises intellectual-property concerns.
Marketing campaigns
- 2007Gorenje Pink Oldtimer charity campaign
Slovenia
Gorenje sold its first Pink Oldtimer through a charity auction to support a campaign against cancer. The initiative connected the brand with social-purpose fundraising and distinctive product customization.
Outcome. The first vehicle was sold at auction for charitable fundraising.
- Design collaboration program
Europe · Global markets
Gorenje developed appliance collections with Pininfarina, Ora-Ïto, Karim Rashid, and Swarovski. These collaborations served as a long-running brand-building program that emphasized design differentiation and premium visual identity.
Outcome. The collaborations strengthened Gorenje's association with European and international product design.
- Sports sponsorship program
Slovenia · France
Gorenje has sponsored Slovenian Nordic ski teams, Gorenje Handball Club, France's Coupe de la Ligue, and the Sport & Media institution.
Outcome. The sponsorships supported brand visibility through winter sports, handball, and football.
Brand decisions
2021
Merge German sales operationsStrategyBackground
Hisense aimed to streamline its European commercial structure after acquiring control of Gorenje.
Action taken
The German sales organizations of Hisense and Gorenje were combined into Hisense Gorenje Germany GmbH.
Aftermath
The combined organization relocated to Garching near Munich.
2020
Expand Hisense electronics production near VelenjeStrategyBackground
Hisense sought to increase European production capacity and use the Velenje industrial base for additional electronics manufacturing.
Action taken
Hisense Europe Electronic announced television production for the European market at a new plant near Velenje.
Aftermath
The initiative broadened the post-acquisition manufacturing role of the Velenje site beyond Gorenje-branded appliances.
2018
Accept Hisense takeoverM&ABackground
Gorenje's board and shareholders considered a takeover offer that would provide a new controlling owner and end the company's independent public-company phase.
Action taken
Hisense acquired approximately 95.42 percent of Gorenje Group through an offer accepted by 5,165 shareholders.
Aftermath
Gorenje became part of Hisense's global appliance and electronics organization, and the company was later converted into a limited liability company.
Reported takeover valuation. EUR 293 million (2018)
2013
Sell a minority stake to PanasonicM&ABackground
Gorenje sought a strategic relationship with Panasonic while remaining an independent listed company.
Action taken
Panasonic acquired a 13 percent stake in Gorenje.
Aftermath
A later full takeover by Panasonic did not proceed, and the relationship contributed to market uncertainty in 2016.
Reported transaction value. (2013)
2010
Acquire Asko AppliancesM&ABackground
Gorenje aimed to expand its international and premium-appliance presence.
Action taken
It acquired Swedish appliance manufacturer Asko Appliances.
Aftermath
Asko became part of Gorenje's international brand and product portfolio.
2008
Acquire ATAGM&ABackground
Gorenje pursued broader coverage of European white-goods markets and additional established brands.
Action taken
It acquired Dutch white-goods provider ATAG.
Aftermath
ATAG joined the group's collection of appliance brands.
2005
Acquire Mora MoraviaM&ABackground
Gorenje sought to strengthen its cooking-appliance manufacturing and its presence in the Czech market.
Action taken
It acquired Czech cooking-appliance manufacturer Mora Moravia.
Aftermath
Mora Moravia became part of Gorenje's manufacturing and multi-brand appliance structure.
Recent events
- 2021
Hisense and Gorenje German sales organizations merge[1]
M&A
The German commercial operations of Hisense and Gorenje were combined into Hisense Gorenje Germany GmbH, which moved to Garching near Munich.
- 2020
Hisense announces television production near Velenje[1]
Product launch
A newly established Hisense-related company announced plans to produce televisions for the European market at a new facility near Velenje.
- 2019
Gorenje is converted into a limited liability company[1]
Other
Following the Hisense takeover, Gorenje was reorganized as a limited liability company.
- 2018
Hisense acquires a majority stake in Gorenje[1]
M&A
Hisense became the majority shareholder with a reported 95.42 percent stake, taking Gorenje into a larger global electronics and appliance group.
- 2016
Trading in Gorenje shares is temporarily suspended[1]
M&A · Other
Trading on the Ljubljana Stock Exchange was suspended for three days after Panasonic declined to proceed with an acquisition and the share price fell beyond the exchange's daily limit.
- 2013
Panasonic acquires a minority stake in Gorenje[1]
M&A
Panasonic purchased a 13 percent stake in Gorenje for approximately 10 million euros, establishing a strategic relationship that did not lead to a full takeover.
- 2010
Gorenje takes over Asko Appliances[1]
M&A
The acquisition of Swedish appliance manufacturer Asko expanded Gorenje's international portfolio, particularly in premium appliances.
- 2008
Gorenje acquires ATAG[1]
M&A
The acquisition of Dutch white-goods provider ATAG broadened Gorenje's brand portfolio and market reach.
- 2007
Gorenje launches the Ora-Ïto Collection[1]
Product launch · Campaign
The Ora-Ïto Collection extended Gorenje's use of prominent external designers and was launched in Istanbul.
- 2006
Gorenje expands Serbian manufacturing[1]
Other
The company opened a refrigerator and freezer plant in Valjevo and a water-heater and radiator plant in Stara Pazova.
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