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.............................. Indesit
Logo and Trademark..............................
Indesit Company, an Italian company based in Fabriano (AN), is one of Europe’s biggest makers of home appliances. Founded by Aristide Merloni as Industrie Merloni in 1930 in Fabriano (Ancona), the business initially made balances, a market in which it had gained a 40% share by the early ‘50s. Shortly afterwards it diversified into liquid gas bottles and domestic boilers. It also sold gas hobs to use with the liquid gas.
It gradually extended its range of home appliances under the Ariston brand. On the death of its founder in 1970, the company was split into three separate and independent businesses: Merloni Elettrodomestici, the former home appliances division, chaired by Vittorio Merloni, Merloni Termosanitari, headed by Francesco Merloni, and the engineering division, led by Antonio Merloni. In 1985, Merloni Elettrodomestici acquired Indesit, its great rival on the Italian market but also having a certain international presence. Two years after this the company was listed on the stock exchange.
In February 2005, Merloni Elettrodomestici was renamed Indesit Company, Indesit being the best known of the Group’s brands outside Italy. The Company was also operating under its “historic” brand, Ariston, and the regional brands Hotpoint, Scholtes, Servis and Stinol. At the beginning of 2007, Indesit Company launched the Group’s new brand architecture, in which Hotpoint merged with Ariston to form the Hotpoint-Ariston brand.
Indesit is based at the low end sector of the white goods market. Hotpoint, Ariston and Scholtes are based at the middle and uppper middle sections of the market, which all seem to be of shoddy build quality.
In 2006, Indesit Company’s share of the European “white goods” market (ovens, fridges, hobs, dishwashers and washing machines) was around 14%, with consolidated sales of over €3.2 billion and an annual production of around 15 million appliances sold in 36 countries. It is Europe’s no. 2 producer after Electrolux. Indesit has 18 production plants, located in Italy and other European and non-European countries, and employs over 17,000 people.
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