In 1996, Euro Appliances began with a simple vision: to bring the very best European and international kitchen appliances to South Africa. Thirty years later, that vision has grown into a respected family business, built on quality products, trusted relationships and a passion for helping people create exceptional kitchens.
To mark the milestone, Euro Appliances recently hosted special anniversary events at its Johannesburg and Pretoria showrooms, bringing customers, industry partners, friends and colleagues together to celebrate three decades in the industry.
From a family business to a family legacy
Euro Appliances was founded by brothers Bertus and Derk-Jan Van der Veen, who started the business together in 1996. Three decades on, the family connection remains at the heart of the company, with Bertus’s daughter Stefné De Beer now involved in the business and helping shape its future.
For Bertus, the journey has been about much more than building a successful company. His entrepreneurial spirit, passion for the industry and the relationships he has developed with international brands and customers have played a significant role in the growth of Euro Appliances.
Changing the way South Africans experience appliances
When Euro Appliances started, the market for premium European appliances in South Africa was still relatively small. The company played a role in introducing customers to a different level of quality, design, performance and functionality.
As the industry evolved, so did Euro Appliances. Its portfolio has grown to include some of the world’s leading premium appliance brands, including Liebherr, Miele, Gaggenau, Officine Gullo, Unox Casa, Siemens and more, while the business itself has expanded beyond simply supplying appliances.
Today, Euro Appliances offers complete premium kitchen and home solutions, helping customers bring together design, technology, performance and lifestyle.
Relationships that stand the test of time
One of the company’s greatest achievements over the past 30 years has been the relationships it has built along the way.
From home owners and interior designers to architects, developers, suppliers and international brands, many of these relationships have endured for decades – in some cases, across generations. These connections have been fundamental to the company’s success and remain an important part of its identity.
The kitchen has changed – and so has Euro Appliances
The way we use our kitchens has transformed dramatically over the past 30 years. Once viewed primarily as functional spaces, kitchens have become the heart of the home – places to cook, entertain, work, gather and spend time together.
Euro Appliances’ showrooms have evolved alongside this shift, reflecting the changing role of the kitchen and the growing importance of design and technology.
The appliances themselves have also come a long way. From traditional products with basic functionality to today’s connected, energy-efficient and technologically advanced appliances, the industry has changed significantly. Euro Appliances has continued to evolve with it, ensuring customers have access to the latest innovations from leading international brands.
People are at the heart of the business
While products and technology have changed, one thing has remained constant: the importance of people.
The knowledge, passion and experience of the Euro Appliances team have helped shape the level of service the company is known for. Behind every appliance, project and customer relationship is a team committed to finding the right solution and delivering an exceptional experience.
Looking to the next generation
Perhaps one of the most meaningful milestones of the past 30 years has been seeing Euro Appliances develop into a second-generation family business.
With the next generation becoming increasingly involved in the business, there is a sense of continuity, but also of looking ahead. The goal is to build on what has been established while embracing new opportunities and continuing to evolve.
30 years of trust
Reaching 30 years is an opportunity to celebrate how far Euro Appliances has come, but it is also a chance to look towards the future.
The focus remains on growing responsibly, strengthening relationships with international brands and continuing to give South African customers access to some of the world’s finest premium appliances and kitchen solutions.
Ultimately, the Euro Appliances story is one of people, relationships, quality and trust. Thirty years would not have been possible without the customers, suppliers, designers, architects, developers, team members and families who have been part of the journey.
A message from Bertus
“Thirty years is a significant milestone, but what makes it truly special is looking back at the people and relationships that have been built over time. We are grateful to our customers, our suppliers, our team and our families who have supported Euro Appliances over the years. We are proud of what we have built.”
And, after three decades, there is plenty more to come.
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