Brandt seeks to turn the crisis on its head – Libération

It's a rush at the Brandt factory in Saint-Jean-de-la-Ruelle, near Orléans. Around forty journalists and elected officials put on overshoes, caps and helmets. Arnaud Montebourg, who we saw arriving in the parking lot a few minutes before, is looking for the meaning of the green vest distributed. In 2014, it was under his aegis that the State participated in the rescue of the group, which brings together the Brandt, De Dietrich, Sauter and Vedette brands. The former Minister of Productive Recovery was also invited to celebrate Brandt's 100th birthday on Thursday January 16. If management constantly reminds us that it is the last to produce large household appliances in France, the sector in the broad sense operates around thirty factories in the country. These brands all claim that the higher costs and wages with us are offset by higher quality and durability.

“Producing in France is our reason for being because it guarantees a certain level of quality, performance and cooking results, affirmed Daniele Degli Emili, the PDG of the Brandt group. Our competitive advantage is this made in France.” He continues, with his former marketing emphasis: “It’s not a question of costs. Yes, it's more expensive than in Eastern Europe or Asia, but the value I can create here is greater than the value I can create elsewhere, because I have the history, the heritage, the people, labs, expertise… The questions I ask are: are you going to test the quality