Gorenje

Gorenje - six decades of Gorenje

It all started as an agricultural machinery assembly plant. They say that there are no coincidences. But in order for Gorenje to appear in the form it has preserved to this day, several circumstances had to be established at the same time: the impending closure of an existing workshop that could employ the local population; the government's post-war industrialization drive; and ambitious and courageous individuals with a clear vision.
The roots of today's Gorenje can be traced back to the Spee blacksmith shop that operated in the village of Gorenje in the post-World War II period. After nationalization in 1950, it was renamed District Metal Works Gorenje - a company with ten employees.

In March 1953, Ivan Atelshek, Gorenje's first visionary manager, was appointed head of the company. For him, improving the operation of the store was far enough; He tried to turn the workshop into a real enterprise. He reorganized the company, improved labor efficiency, updated products and expanded the production program. The range of fruit mills became a success and the Gornier juicer was even patented in 1956. This is seen as the starting point for innovation by the company's employees; It has resulted in over 150 patents and numerous innovation awards to date.

The first solid fuel stoves

The next watershed in the history of Gorenje was the move in 1958, which allowed the company to start the production of solid fuel stoves "Tobi". In five years, the number of employees has increased tenfold. During this period, the first principles of serial production were introduced. In addition, Ivan Atelszek already knew how important motivated employees are for success; Accordingly, a sense of loyalty to the company was deliberately formed in those years.

In those days it was not uncommon for workers to gather in so-called "shock labor campaigns" where they worked diligently and enthusiastically in their spare time, renouncing any demand for income in order to increase productivity by using new machinery. and production capacity as well as simplifying their future tasks.

Migration to Velendje

This year is actually a double anniversary – it's also fifty years since the company moved to Velenje. At that time, Velenje was a rapidly developing mining town, which provided the conditions for the further development and expansion of Gorenje. The colliery had many available buildings next to the old shaft and it was in the interests of the colliery management to provide employment for the wives of the colliers as well. The company was called Gorenje, household appliance factory, Velenje. Modern facilities and improved technology allowed the expansion of production on electric and gas stoves / ranges.

The design paves the way for foreign markets

By then with a solid foothold in the Yugoslav markets, Gorenje began to look beyond the borders and in 1961 the first batch of 200 ovens was sold to the demanding German market. The high quality of the products opened up the opportunity to export to other countries as well. However, to cope with the tough competition, another aspect of home appliance production was mastered: design. As a result, the first industrial designer was employed by Gorenje in 1963. Seven years later, an in-house design center was established, which still operates today, when it is called Gorenje Design Studio. The center developed rapidly and design became a distinct comparative advantage of the Gorenje brand.

Gorenje - the first of Gorenje Washing machines

The nineteen-sixties was a decade in which women were liberated and relieved of household chores, as they were increasingly replaced by machines—household appliances. The first automatic washing machines were produced in Velenje in 1964. Thus, Gorenje became the first supplier of washing machines in Yugoslavia, and on its 20th anniversary in 1970, the company was already producing more than 200,000 washing machines per year.

Establishment and expansion of the after-sales service network

As equipment became more technologically advanced and sales volumes increased both in Yugoslavia and abroad, the need for after-sales services increased. Gorenje responded by establishing a modern and flexible customer service department in 1967. The policy of maintaining good relations with customers has proven to be the right approach and for decades it remains one of the strongest arguments for choosing a Gorenje appliance.

The range of products has been expanded with refrigerators

A basic appliance offering would not be complete without refrigeration equipment. Market research confirmed the need for refrigerators and freezers, and in 1968, improvised production of compressor refrigerators began. In the next decade, the annual production averaged 300,000 refrigerators.

Everything for your home

With a very wide range of products, the HOME program has become a development priority for Gorenje. The production of small household appliances began, and a year later the first television set under the Körting brand was produced; The "Elektronix" factory also produced the first Gorenje televisions. Soon the product offering was further expanded to include kitchen furniture. Most of the products were the result of Gorenje's internal research and development activities, which led to original solutions and improvements.

Using the capital accumulated as a result of successful work, the company made several purchases. By 1978, the merger with Yugoslav companies brought the total number of employees to 20,000. It was also a period when the company was able to give back to employees and local communities: instead of working on construction sites and shop floors, workers spent their free time participating in cultural events and sports activities organized by Gorenje. High commitment to work and education, solidarity and concern for social standards have been formed in a solid corporate culture. Loyalty to the company was an important part of retirement.

Targeted global expansion of downstream markets

In a further step in its internationalization efforts, the company expanded its network of subsidiaries and offices abroad, which again led to a sharp increase in sales. The first foreign office, established in 1972 in Munich, Germany, was the first sign of Gorenje's integration into international trade.

In the 1970s, the increase was mainly due to the expansion of the output volume. The eighties, however, saw a shift in managerial, IT, process, technological and design developments. The production of 500 mm cookers began and the first fan and multi-system ovens, built-in and double ovens, built-in cookers and built-in refrigerators were produced. Stainless steel washing machines with speeds of 800 to 1000 rpm have been introduced in the markets. Average annual output was 1.65 million major appliances.

The events of the early 1990s had a strong impact on Gorenje's operations. The collapse of the domestic market forced the company to strengthen its position in the West and seek new opportunities in the emerging markets of Eastern Europe. The share of exports in total sales increased to more than 90 percent. By 1997, the company was privatized and transformed into a joint-stock company.

Highly committed to development and innovation

The nineteen-nineties opened the door to an intensive development of hardware in both technology and design. Numerous innovations have defined the development of cooking techniques since the production of glass ceramic cookers began. In 1992, evacuation dryers were added to the product range. The electronic washing machine Simple&Logical with touch control operation was an important milestone in terms of design. This was followed by condenser dryers. The fridge freezer program was focused on reducing environmental impact. Gorenje was the first manufacturer to phase out the use of ozone-depleting gases.

White was no longer the only color in white goods; Washing machines took on a subtle silver color and refrigerators soon followed suit; The legendary Old Timer model was available in other colors as well.

Gorenje - Gorenje's innovative and creative collaboration

Gorenje's anniversary and entry into the new millennium was celebrated with the release of the Gorenje Pininfarina collection. Together with the globally renowned design studio Pininfarina, Gornieri offered for the first time an entire family of large appliances with a unified design. Sales performance exceeded all expectations.

Then, Gorenje's in-house designers developed the Alux line and a new, innovative generation of washers and dryers, fridge-freezers and kitchen appliances. Nevertheless, the strategy of collaborating with well-known foreign designers continued, as Gornier worked with the young French designer Ora-Ïto, Swarovski crystal makers and – before the 60th anniversary celebration – New York-based design icon Karim Rashid.

Expansion: a prerequisite for further development

The beginning of the new millennium was also a period of active investment activity. In 2004, the newest logistics center was opened in Velendje. Two plants were built in Serbia: a refrigerator freezer plant in Valevo and a boiler plant in Stara Pazova. A new facility was built in Šoštanj to meet the needs of support programs. Czech cooker manufacturer Mora Moravia and Dutch home appliance supplier Atag have acquired and merged.

A vision of the future

The company's ambitious plans saw a major setback last year with the onset of the global economic crisis. New measures were taken to ensure the existence and further development of Gorenje. The professional approach and great efforts led to a timely and responsible reaction to the changed market conditions, which allowed the company to maintain the trust of customers and even increase market shares. Everyone at Gorenje believes that a high level of innovation and development after the crisis is the only way to success. Gorenje is more than a brand; It is a coming together of people who believe in their own creative power and share a clear vision for the future - for the next 60 years of creativity.