BlueMovement

Since 2017, BlueMovement, a brand of BSH Home Appliances, has aimed to make consumers’ lives more carefree, sustainable and affordable by making the ownership of home appliances obsolete. At BlueMovement you can rent out home appliances at a fixed monthly fee. BlueMovement remains the owner of the appliance and makes sure that repair, replacement and maintenance is offered as part of the subscription, to ensure a carefree household. 

BlueMovement is on a mission to provide the world (starting with Germany and the Netherlands) with affordable, sustainable and carefree household equipment. The BlueMovement idea was first launched in the Netherlands in 2017 and integrated into the strategy of BSH in Germany in 2018. Instigated as an innovation project driven by BSH in their quest to increase their business from recurring revenues, and as part of their overall strategy to set up and increase their D2C channel. In 2019 BlueMovement was relaunched as a separate brand of BSH with a business entity in Germany and the Netherlands.

BlueMovement is part of BSH Home Appliances, one of the world’s leading home appliance companies and is the largest home appliance manufacturer in Europe. BlueMovement operates as an independent Business Unit. Direct reporting lines for BlueMovement lead into the Digital Business Unit of BSH HQ in Munich. The current setup of the team is structured around a central marketing & operations team and local business and product presence in the countries. 

BlueMovement attracted a Country Manager NL in collaboration with Newpeople to help grow the organisation in the Netherlands and coordinate the growth and strategy with BSH, BlueMovement Germany and potential new countries in 2021 and 2022. As he helps grow the D2C business of BSH by scaling up BlueMovement in a fast and professional way, the Country Manager makes sure the business model of BlueMovement will remain complementary to the BSH business overall.