Bertazzoni, an Italian company specialized in cooking appliances, has announced the partnership with El Araby, an Egyptian manufacturer of household appliances since 1964, for the production of cooking appliances with Made in Italy design and engineering. With this partnership, Bertazzoni strengthens its presence on the international market by entering the entry level range. The partnership includes El Araby’s commitment to support the construction and implementation of completely new plants and production lines in Egypt; Bertazzoni will contribute by transferring technological know-how and design. At the same time Bertazzoni continues the investment plan to strengthen the presence of the brand in the high-end appliances sector. “We are very pleased that the agreement with our Egyptian partner has been successfully completed: it is an important strategic operation that allows us to consolidate the company’s growth globally and open up to new markets, thanks to the offer diversification – said Paolo Bertazzoni, CEO of Bertazzoni -. We are more than ever focused on strengthening the Bertazzoni appliances dedicated to the high end of the market, which continue and will continue to represent the focus of our business; at the same time we will support, thanks to this partnership, the business development with a long-term plan that will allow us to compete even in the low-end market”. The new products will be marketed under the brand La Germania starting from the beginning of 2020: to guarantee the technological quality of the products, 50% of the components will be produced in Italy.
