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Swiss Premium Meets Reality

For V-Zug, international markets become a test of patience

06.03.2026 | 15:41
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Christoph Kilian

Swiss premium appliances from V-Zug are often associated with precision, design, and very confident price tags. But 2025 shows that even premium positioning offers limited protection when markets weaken—especially abroad.

Revenue at the Zug-based manufacturer fell to CHF 567.4 million, down 4.1 percent. The decline in profitability was even more pronounced: EBIT was effectively cut in half to CHF 11.6 million, while the margin slipped to two percent.

The real issue lies less in the home market than in international business. While sales in Switzerland declined by 3.8 percent, revenue abroad fell by 5.6 percent. Own-brand sales in particular dropped sharply, while the OEM business merely “normalized” at around CHF 20 million.

In other words, the international expansion V-Zug has been pushing in recent years is currently proving to be challenging terrain. Markets are developing “unevenly,” according to the company, with limited growth momentum—a diplomatic way of saying that the premium kitchen appliance market is largely treading water in many places.

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Furnomics Ad Medium Rectangle EN (Smartphone)

Swiss Premium Meets Reality

For V-Zug, international markets become a test of patience

06.03.2026 | 15:41
Christoph Kilian

Swiss premium appliances from V-Zug are often associated with precision, design, and very confident price tags. But 2025 shows that even premium positioning offers limited protection when markets weaken—especially abroad.

Revenue at the Zug-based manufacturer fell to CHF 567.4 million, down 4.1 percent. The decline in profitability was even more pronounced: EBIT was effectively cut in half to CHF 11.6 million, while the margin slipped to two percent.

The real issue lies less in the home market than in international business. While sales in Switzerland declined by 3.8 percent, revenue abroad fell by 5.6 percent. Own-brand sales in particular dropped sharply, while the OEM business merely “normalized” at around CHF 20 million.

In other words, the international expansion V-Zug has been pushing in recent years is currently proving to be challenging terrain. Markets are developing “unevenly,” according to the company, with limited growth momentum—a diplomatic way of saying that the premium kitchen appliance market is largely treading water in many places.

Want to read the full article?