Braun to leave appliance categories

By James Wells

SYDNEY: The global owner of the Braun business, Procter & Gamble, has decided to withdraw from certain household appliance categories in Australia and New Zealand, while retaining personal care products and handblenders.

According to Procter & Gamble business manager, Flavio Palumbo, the decision is designed to provide Braun with the ability to sharpen its focus on core business units in Australia and New Zealand.

“Over the next few months, Braun ANZ will withdraw specific items from the household range in order to focus on male grooming products, female hair removal products and hand blenders,” Palumbo said.

“Items to be deleted include irons, food processors, bench blenders, hand mixers and kettles. Braun key service agents will continue to support the full warranties and post sales repairs on these exit lines in line with all consumer obligations following the projected timing of the exit in July 2007,” he said.

”This move reflects a new business decision between the Global Business Management and Braun Australia and New Zealand, to focus on and invest in delivering core business units, further driving the strong growth it has seen in recent years.

“Braun will continue to drive innovation leadership in premium shavers, epilators and hand blenders to deliver German engineering excellence to consumers.”

In December last year, Procter & Gamble sold the Braun Thermoscan digital thermometers and wrist blood pressure monitoring business to US-based consumer device company – Kaz. This section of the Braun electrical business was regarded as non-core to the future of the brand.

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