Groupe SEB's Strategic Investment in Shaoxing Signals Major Expansion in Asia's Professional Equipment Market

Groupe SEB, a world leader in small domestic appliances and professional coffee machinery, is establishing a state-of-the-art Professional Equipment Hub in Shaoxing, Zhejiang Province, China, with an investment of €60 million. This landmark facility represents the company’s first organic manufacturing site opening since 2016 and underscores its commitment to dominating the professional equipment sector across Asia and beyond, including markets served by seb professional north america.

Market Opportunity Drives Investment Decision

China’s position as the world’s largest and fastest-growing market for full-automatic professional coffee machines provided the primary catalyst for this expansion. Groupe SEB identified an urgent need to establish local manufacturing capabilities to address the distinct requirements of regional customers. The Shaoxing location, situated 65 kilometers from Hangzhou, strategically builds upon the company’s existing operational footprint in the region, enabling rapid scaling of production and market penetration.

Transforming Asia’s Professional Sector

The new hub will operate under a dedicated entity, SEB PROFESSIONAL SHAOXING Co Ltd., and is projected to become fully operational in 2025. Its integrated facilities will encompass research and development centers, procurement offices, and advanced manufacturing operations. This multi-functional approach mirrors the successful model that has strengthened Groupe SEB’s dominance in consumer segments globally, including the expansion initiatives of seb professional north america.

Stanislas de Gramont, Chief Executive Officer, commented: “Our objective is to establish ourselves as the preeminent force in the Professional Equipment market by deploying the development framework that has driven our consumer sector success over two decades. This expansion reflects our commitment to maintaining a robust, globally distributed, and strategically balanced industrial network.”

Complementary to Existing Infrastructure

While the Shaoxing hub will drive innovation and production in Asia, Groupe SEB’s Geislingen facility in Germany continues to serve as the global epicenter for Professional Coffee activities. This dual-hub strategy enables the company to serve diverse market segments—from professional to semi-professional categories—with localized expertise and global standards.

Timeline and Market Context

The Professional Equipment Hub launch is part of Groupe SEB’s broader strategic agenda for 2024 and beyond. Operating through a portfolio of 35 prestigious brands including Tefal, Seb, Krups, WMF, and Lagostina, the company sells approximately 350 million units annually across 150+ countries. The organization generated €8 billion in 2023 sales with more than 30,000 employees worldwide, positioning this Asian investment within a larger framework of sustained innovation and competitive advantage.