Hisense Europe

What Hisense Europe does

Hisense Europe is the European regional arm of China's Hisense Group, established following Hisense's 2018 acquisition of Slovenia-based Gorenje d.d. and headquartered in Velenje, Slovenia. The company operates a multi-brand consumer electronics and home appliance portfolio spanning mass-market to premium segments: Hisense (TVs and display technology), Gorenje (kitchen and cooking appliances), ASKO (laundry and dishwashing), and the retained regional brands ATAG, Pelgrim, Etna, Körtng, Mora, and Upo. The company manufactures across four European production sites totaling 73+ hectares in Slovenia (Velenje, Šoštanj), Czech Republic (Marianske Udoli), and Serbia (Valjevo), and is the global development centre for Hisense Group's kitchen and premium appliance lines.

The product offering centers on the 2026 RGB MiniLED TV range (UR8S, UR9S, UX flagship series) powered by the proprietary Hi-View AI Engine RGB processor, and on Gorenje/ASKO premium kitchen and laundry appliances including what the company describes as the world's fastest built-in pizza oven. A unifying ConnectLife mobile platform integrates smart-device control, AI-generated recipe suggestions, AR-enabled Visual Remote Assistant troubleshooting, and voice control via Amazon Alexa and Google Assistant. Over 200 Gorenje patents and a WIPO National Innovation Award support the technology positioning.

Revenue is generated primarily through hardware sales of consumer electronics and home appliances across European markets, with a projected €4.8 billion in 2025 (6% growth) and a workforce of 5,001-10,000. Go-to-market mixes direct-to-consumer (own website, physical stores in Slovenia and Serbia, ConnectLife app), channel partnerships (kitchen design specialists via the KRT channel, contractual retail partners), and event-driven brand building (FIFA World Cup sponsorship since 2018, EuroCucina trade fair presence, Luka Modrić Gorenje ambassadorship). EcoVadis Platinum and fourth-consecutive Green Star ESG certifications, ISO 45001, SA8000, and full GDPR/EU Data Act compliance round out the corporate positioning.

Name

Hisense Europe

Legal name

Hisense Europe

Website

https://hisense-europe.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Hisense Europe is the European arm of Hisense Group, producing and selling multi-brand consumer electronics and home appliances — including Hisense RGB MiniLED TVs and Gorenje/ASKO kitchen and laundry products — across European markets from owned factories in Slovenia, Czech Republic, and Serbia.

Ownership category

akta.pro rank

Product category

Consumer Electronics and Home Appliances

NAICS

Major Household Appliance Manufacturing (33522), Small Electrical Appliance Manufacturing (335210), Household Appliance Manufacturing (3352), Electronics and Appliance Retailers (4492), Household Appliances, Electric Housewares, and Consumer Electronics Merchant Wholesalers (42362)

SIC

Household Appliances (3630), Household Audio & Video Equipment (3651), Wholesale-Electrical Appliances, Tv & Radio Sets (5064)

akta.pro primary industry

Consumer Electronics & Appliances Online Retailers (CRAFADAD)

akta.pro secondary industries

Refrigeration & Freezer Retail (Refrigerators, Freezers, Wine/Beverage Coolers) (CRACACAB), Specialty Kitchen Appliances Retail (Sous Vide, Dehydrators, Ice Cream) (CRACADAF), Consumer Electronics & Appliances Marketplaces (CRAFABAD)

Keywords

• Consumer electronics manufacturing
• Home appliance manufacturing
• RGB MiniLED televisions
• Smart home connectivity
• Kitchen appliance brands

Headquarters

HQ city

Partizanka

HQ country

Russia

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Consumer Electronics Sales: Revenue from TVs and consumer electronics through multiple brands (Hisense, Gorenje, ASKO) across European markets. Company achieved 6% revenue increase in 2025.
2. Home Appliances Sales: Revenue from home appliances including washing machines, dishwashers, cooking appliances, and refrigerators manufactured in European production facilities.
3. Smart Home Services: Connected device services through ConnectLife app including extended warranties, smart device management, and app-based functionality access.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Hisense Europe manufactures and sells consumer electronics (RGB MiniLED televisions) and home appliances (washing machines, dryers, dishwashers, refrigerators, ovens, cooktops, and hoods) across European markets under a multi-brand portfolio including Hisense, Gorenje, ASKO, ATAG, Pelgrim, Etna, and Mora. The company operates manufacturing facilities in Slovenia, Czechia, and Serbia, serves customers through kitchen retail trade, traditional retail, and direct digital channels, and increasingly connects appliances via its ConnectLife smart home platform.

Product overview

Hisense Europe operates as a multi-brand consumer electronics and home appliances company offering a diversified portfolio across three primary brand tiers. The core product offerings include Hisense RGB MiniLED TVs (featuring proprietary Hi-View AI Engine RGB technology) for the mainstream-to-premium TV market, Gorenje premium kitchen and cooking appliances, and ASKO premium laundry and dishwasher products. Additional brands in the portfolio include ATAG, Pelgrim, Etna, Körting, Mora, and Upo. All smart products are unified through the ConnectLife mobile application platform, which serves as the central hub enabling device connectivity, remote control, AI-powered recipe suggestions, and troubleshooting support. The company operates manufacturing facilities in Slovenia (Velenje, Šoštanj), Czech Republic (Marianske Udoli), and Serbia (Valjevo). Hisense Europe is also the global development centre for kitchen and premium appliances for the entire Hisense Group.

Differentiator

Problem solved

Functional benefit

Brands

• ConnectLife: Mobile application platform for smart home appliances enabling device control, monitoring, and connectivity for Hisense Europe Group products
• Gorenje I.P.C.

Products and services

• Hisense RGB MiniLED Televisions (UX, UR8S, UR9S series) Premium televisions using RGB MiniLED backlight technology paired with the Hi-View AI Engine RGB for picture processing and anti-reflection/glare-free panel design. Targeted at European consumers seeking premium home entertainment and sports viewing experiences, particularly in connection with the FIFA World Cup 2026 partnership.
• Gorenje Kitchen Appliances (ovens, cooktops, hoods, refrigerators) Kitchen appliance range covering ovens, cooktops, range hoods, and refrigerators sold under the Gorenje brand. Targeted at European households and kitchen design projects, with Gorenje brand ambassador Luka Modrić driving brand awareness.
• ASKO Premium Laundry and Dishwasher Appliances Premium washing machines, dryers, and dishwashers marketed under the ASKO brand. Targeted at premium European household buyers and design-led kitchen and laundry installations.
• Mora Cooking Appliances Cooking appliances including ovens, cooktops, and hoods sold under the Mora brand, primarily in the Czech and Central European markets. Targeted at mass-market and mid-market European households.
• ConnectLife Smart Home Mobile Application IoT platform and mobile application that connects and controls Hisense and partner-brand appliances, enabling remote monitoring, energy consumption tracking, and smart home integration. Targeted at consumers of Hisense Europe appliances who wish to unify appliance control through a single application.
• ATAG, Pelgrim and Etna Cooking Appliances Cooking and kitchen appliance ranges sold under the ATAG, Pelgrim, and Etna brands for Western and Central European markets. Targeted at mid-market and premium European households and kitchen designers.

Quantifiable outcome

• 6% revenue growth in 2025 to 4.8 billion euros
• +2 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability5 records

Feature4 records

Partnerships

Three partnerships are on record, tiered core and flagship.

• FIFAcoreStrategic or Co-development Partner · 16 April 2026Hisense is sponsoring FIFA World Cup for third consecutive time (after Russia and Qatar). For FIFA World Cup 2026, Hisense serves as Official Video Assistant Referee (VAR) Review TV Provider, providing high-performance display technology for match officials in stadium environments and operational settings. The partnership extends beyond traditional sponsorship to joint innovation and long-term collaboration.
• Luka ModrićflagshipGTM or Marketing Partner · 25 February 2026Luka Modrić serves as Gorenje brand ambassador, bringing global football icon status to enhance brand positioning. Featured at EuroCucina 2026 trade fair showcasing Gorenje kitchen appliances. Partnership embodies values of dedication, world-class performance, and strong team collaboration.
• LeicacoreStrategic or Co-development Partner · 5 January 2023Partnership announced at CES 2023 for laser TV technology collaboration. As the fastest growing brand in large-screen TVs, Hisense partnered with Leica for display technology expertise.

Scale indicators8 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• LG Electronics: Dominant premium-TV player (OLED) and significant European appliance manufacturer (ThinQ smart-home platform). Competes head-on with Hisense Europe across TVs and connected appliances, with comparable emphasis on smart-home integration.
• Sony: Premium-TV manufacturer (Bravia, OLED/MiniLED) competing with Hisense's RGB MiniLED lineup in the high-end European TV segment. Comparable technology positioning and brand-premium pricing strategy.
• Samsung Electronics: Global leader in TVs (QLED/NEO QLED) and a major home-appliance manufacturer. Directly competes with Hisense Europe's RGB MiniLED TVs and connected appliance ecosystem, and dwarfs it in scale and brand equity across Europe.
• Whirlpool: Global major-appliance manufacturer with European footprint (Indesit, Hotpoint, Whirlpool brands). Competes in laundry, dishwashing, and cooking segments with Hisense Europe and shares distribution channels in European retail trade.
• Electrolux: Swedish major-appliance manufacturer (Electrolux, AEG, Zanussi brands) with strong European presence. Directly competes across washing, cooking, and refrigeration categories with Hisense Europe's Gorenje and ASKO brands.
• BSH Hausgeräte (Bosch, Siemens, Neff): Europe's largest home-appliance manufacturer with Bosch, Siemens, and Neff brands. Direct competitor to Gorenje and ASKO in premium built-in kitchen, laundry, and dishwashing segments, with deep retailer relationships across Europe.

Direct peers

• Arçelik (Beko, Grundig): Turkish appliance manufacturer with large European market share in mass-market and mid-premium segments. Directly comparable to Hisense Europe in product mix (white goods, cooking, refrigeration) and European distribution scale.
• Haier: Chinese global appliance manufacturer that acquired Candy/Hoover, giving it European manufacturing scale. Closely mirrors Hisense Europe's model of Chinese parent with European brand portfolio (Candy, Hoover, Rosières) and competes directly in white goods and built-in categories.
• Miele: German premium-appliance manufacturer focused on laundry, dishwashing, and cooking appliances. Closely comparable to ASKO and Gorenje premium positioning, competing for the same kitchen-design-specialist and premium-retail channels in Europe.
• TCL: Chinese TV and appliance manufacturer rapidly expanding in Europe, competing directly with Hisense on MiniLED/QLED TV pricing and increasingly on home appliances. Both Chinese-origin brands targeting European premium-TV consumers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/gorenje.Global
• LinkedInlinkedin.com/company/hisenseeurope

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries9 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Hisense Europe