Gorenje

Gorenje is a Slovenian home appliance brand owned by Hisense Group, selling refrigerators, washers, dishwashers, ovens, and small kitchen appliances primarily to Austrian residential consumers through e-commerce, dealers, and service centers.

Company typePrivate
Founded1950
HeadquartersVienna, Austria
Headcount1,001–5,000
GTM typeB2C
OfferingHardware or Manufacturing

Gorenje firmographics

Firmographics

Name: Gorenje
Legal name: Hisense Gorenje Austria GmbH
Website: https://at.gorenje.com
Company type: Private
Founded year: 1950
Operating status: Operating
Headcount range: 1,001–5,000 employees
Short description: Gorenje is a Slovenian home appliance brand owned by Hisense Group, selling refrigerators, washers, dishwashers, ovens, and small kitchen appliances primarily to Austrian residential consumers through e-commerce, dealers, and service centers.
Ownership category
akta.pro rank

Gorenje industry classification

Industry

Product category: Home Appliances
NAICS: Major Household Appliance Manufacturing (33522), Small Electrical Appliance Manufacturing (33521), Household Appliance Manufacturing (3352), Household Appliances, Electric Housewares, and Consumer Electronics Merchant Wholesalers (42362)
SIC: Household Appliances (3630), Electric Housewares & Fans (3634)
akta.pro primary industry: Smart Appliances & Connected Kitchen/Laundry Retail (CRACAGAG)
akta.pro secondary industries: Kitchen & Cooking Major Appliance Retail (Ranges, Ovens, Cooktops, Microwaves) (CRACACAA), HVAC & Air Treatment Appliance Retail (Air Conditioners, Heat Pumps, Air Purifiers/Dehumidifiers) (CRACACAE), Appliance Service Plans, Extended Warranties & Maintenance Retail (CRACACAK), Small Appliance Repair & Service (CRACAJAC)

Keywords

Home appliances
Major household appliances
Kitchen appliances
Laundry appliances
Smart home appliances

Where Gorenje is headquartered

Location

Headquarters

HQ city: Vienna
HQ country: Austria
HQ region: Europe

Offices2 records

Markets served

Gorenje business model

Business model

GTM type: B2C
Offering type: Hardware or Manufacturing
Cost components: Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

Appliance Sales: Sale of home appliances including refrigerators, washing machines, dishwashers, ovens, and small kitchen appliances. Products sold through e-commerce and dealer network with one-time purchase pricing.
Extended Warranty Services: Extended warranty programs offering up to 5 years of coverage on selected appliances purchased in Austria, including refrigerators, dishwashers, washing machines, cooker hoods, and ovens.
Spare Parts and Accessories: Sale of original replacement parts and accessories for Gorenje appliances through service centers.
Service and Repair: Professional installation and repair services provided through authorized Gorenje service centers.

Pricing tiers

Model	Billing	Price
Unit Pricing	One time/ perpetual license	Stand-Kühlgeräte (Refrigerators)
Unit Pricing	One time/ perpetual license	Promotional/Discount Pricing
Other	Multi-year contract	Standard Warranty

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Gorenje product offering

Product offering

Core offering

Gorenje manufactures and sells a comprehensive portfolio of home appliances under its own brand, including refrigerators and freezers, washing machines and dryers, dishwashers, ovens, cooktops, microwaves, range hoods, small kitchen appliances (mixers, kettles, coffee makers), floor and air care products, water heaters, and air conditioners. Select connected appliances are managed through the ConnectLife smart home platform, with after-sales service, spare parts, and extended warranties of up to 5 years offered through authorized dealers and service centers.

Product overview

Gorenje is a home appliance manufacturer offering a comprehensive portfolio of major household appliances. The product lineup centers on core kitchen and laundry categories: cooling and freezing appliances (refrigerators, freezers, fridge-freezer combinations, side-by-side units), washing and drying machines, dishwashers, and cooking/baking appliances (ovens, cooktops, microwaves, range hoods). Additional categories include small kitchen appliances (mixers, blenders, kettles, coffee makers), floor/air care products, water heaters, and air conditioners. Smart appliances are supported through the ConnectLife platform for WiFi-connected control and monitoring. Gorenje also offers distinct design collections including the Retro Collection and Retro Special Edition for consumers seeking vintage aesthetics, as well as technology brands like SimpliCare for freshness features and SmartFlex for dishwashing. The company operates under the Hisense Europe Group following acquisition, serving the Austrian market through gorenje.at.

Differentiator

Problem solved

Functional benefit

Brands

Retro Collection: Gorenje Retro line of refrigerators and home appliances featuring a vintage aesthetic design.
Retro Special Edition
SimpliCare
SmartFlex
ConnectLife
SimpliSafe

Companies that use Gorenje

Customer profile

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Gorenje technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Feature7 records

Gorenje partnerships and signals

Strategic signal

Partnerships

One partnership is on record.

Hisense Europe GroupflagshipStrategic or Co-development PartnerGorenje is owned by Hisense Group and operates as part of Hisense Europe Group. Hisense acquired Gorenje in 2018. The partnership involves shared technology platforms (ConnectLife), manufacturing capabilities, and distribution networks across Europe.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Gorenje competitors and assessment

Company assessment

Broad incumbents

LG Electronics: Global Korean electronics and appliance manufacturer with substantial European appliance business. Directly overlaps in connected refrigeration, laundry, and cooking with ThinQ ecosystem competing against Gorenje's ConnectLife.
Samsung Electronics: Global consumer electronics and appliance giant with growing European appliance share. Comparable in connected appliance strategy (SmartThings) and premium positioning, though Samsung operates across much broader product categories.
Whirlpool Corporation: Global diversified appliance manufacturer with European operations. Provides broader competitive context via shared retail channels and global supply chain economics, though Whirlpool's EMEA presence has diminished relative to Gorenje.

Regional players

Vestel: Turkish electronics and appliance manufacturer with a strong presence in Eastern Europe and CIS countries. Comparable in product mix (white goods) and regional distribution overlap with Gorenje's Central and Eastern European footprint.

Emerging players

Smeg: Italian premium appliance manufacturer with a strong design-led brand identity. Closely comparable to Gorenje's Retro Collection positioning in design-forward refrigeration and small appliances targeting style-conscious European consumers.

Direct peers

Miele: German premium appliance manufacturer with category overlap in refrigeration, cooking, and laundry. Competes at the premium end of the same DACH market where Gorenje's Retro Collection and Design Award products are positioned.
Arçelik (Beko): Turkish appliance manufacturer with Beko and Grundig brands, operating across Europe. Competes head-to-head with Gorenje in mid-tier refrigeration, washing, and cooking categories with similar price points and dealer networks.
Electrolux: Global Swedish appliance manufacturer with strong European presence under Electrolux, AEG, and Zanussi brands. Directly comparable in refrigeration, laundry, and dishwashing categories, with similar distribution and pricing structures.
BSH Hausgeräte (Bosch & Siemens): Europe's largest home appliance manufacturer producing Bosch, Siemens, and Neff brands. Overlaps directly with Gorenje across major kitchen and laundry categories and competes in the same DACH and Central European retail channels.
Haier (Candy Hoover): Chinese appliance group with European operations through Hoover and Candy brands. Operates in the same mid-tier European appliance segments and competes for similar dealer partnerships and price-sensitive consumers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

Gorenje financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Gorenje leadership team

Management profile

Number of profiles

Profiles1 record

Gorenje funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Gorenje M&A and investment

M&A and investment

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Gorenje

What does Gorenje do?

Is Gorenje a public or private company?

Gorenje is a private company. It is classified as corporate owned and is currently operating.

When was Gorenje founded?

Gorenje was founded in 1950. It employs 1,001 to 5,000 people.

Where is Gorenje based?

Gorenje is headquartered in Vienna, Austria, in the Europe region.

How does Gorenje make money?

Four revenue lines are on record. Appliance Sales are the primary driver. The others are extended Warranty Services, spare Parts and Accessories and service and Repair.

Who are Gorenje's main competitors?

Broad incumbents on record are LG Electronics, Samsung Electronics and Whirlpool Corporation. Vestel is listed as a regional player. Smeg is listed as an emerging player. Direct peers are Miele, Arçelik (Beko), Electrolux, BSH Hausgeräte (Bosch & Siemens) and Haier (Candy Hoover).

Does Gorenje have an API?

No public API is recorded for Gorenje.

What industry is Gorenje in?

Gorenje's product category is Home Appliances. Its primary akta.pro industry code is CRACAGAG, Smart Appliances & Connected Kitchen/Laundry Retail, with a secondary code of CRACACAA, Kitchen & Cooking Major Appliance Retail (Ranges, Ovens, Cooktops, Microwaves). Its NAICS code is 33522 and its SIC code is 3630.