Niche orientation of operation

Besides the central sales range of products ensuring sales volume, Gorenje will systematically focus on market niches where higher added value can be achieved.

In Europe we will search for product niches where competition is not so fierce. From the view of products, Gorenje will focus on products that distinguish Gorenje from other competitors outside Europe (mostly on designer lines) and on the segment of built-in appliances. Geographically, the centre of its focus will be only selected markets and in their scope micro markets such as large towns.

 In any case, Gorenje wants to be different from the competition with its products and within this distinctive feature, we would like to search for growth opportunities and achieve higher profitability.