Platform about design and technology in the kitchen, home, and bathroom industry
Three locations in the Netherlands, two days per location and hundreds of interested kitchen professionals. Beko Europe's WOW Events 2025 were a hit. The perfect moment to get to know the new team, as well as the showpieces that put each of the three brands in the spotlight.
Talk about a top event: Beko Europe ushered in spring at locations in Amersfoort, Breda and Bakkeveen, geographically nicely spread throughout the Netherlands. On the menu were an extensive introduction to the renewed team, an in-depth presentation on the brand positioning and experiencing the new appliances. After six days of WOW Events, the counter clocked in at more than 800 interested kitchen professionals. "For all our brands, we are presenting brand new kitchen collections," says Jaap Meeldijk, brand manager at Beko Europe and our guide during the WOW Events. "For Whirlpool and Bauknecht, even all the vision devices have been redesigned. This event is the perfect opportunity to show what we have been working on recently: more premium appliances and functionalities that really make a difference for the consumer."
One constant among the three brands; no appliance escaped the various R&D departments. At Beko, updated oven series b100, b300 and b500 shone nicely in a row. They received plenty of attention from a connoisseur audience. "Could hardly be otherwise if you know that those ovens use the groundbreaking AeroPerfect technology," Meeldijk stressed. "AeroPerfect is a hot air system that optimally distributes the heat in the oven, guaranteeing that dishes cook perfectly and evenly. It is also possible to bake at two different temperature levels simultaneously. Split&Cook is the selling point par excellence."
For Whirlpool, everything will be different. Literally, because all (steam) ovens, microwaves and hobs were revised. For example, there are now compact ovens with a capacity of 52 liters. The new 3-in-1 variant also caught the attention of the professional visitor. And as if that wasn't enough, Whirlpool surprised with trendy colors. "We expect that with glossy white, gray-brown Shiitake and
premium Stardust Matte will again bring a touch of color and individuality to kitchens," Meeldijk says. "At Whirlpool, the update to the range is by far the biggest. The new cooktops are capable of cooking by temperature rather than power, the large ovens now feature a full-fledged AirFry function that eliminates the need for a separate Airfryer altogether and, last but certainly not least, the High Heat Pizza function at 310°C, a unique feature in the market." AirFry and High Heat Pizza were also discovered in Bauknecht's collections, ovens with a tough design, thanks in part to the integrated handle.
Meeldijk: "Beko Europe is a leader in sustainable, innovative solutions and has a European market share of over 24% in large household appliances. We build on that every day. And sustainability is a very important pillar in that. We reuse materials and ensure that our appliances are easier to recycle. We are currently working on our product packaging to reduce unnecessary use of plastic."
Our story begins in 1955, at the time when white goods became a fixture in every household. Since then, we have become Europe's favorite brand of freestanding home appliances. For the past 20 years, we have focused on innovation to make our customers' lives easier and healthier. The ease of use and practical [...]
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