One of Europe’s best-known consumer electronics brands could be back on Australian shelves in the future, after Chinese manufacturing giant Changhong, the owner of the CHiQ brand, secured a sweeping licence deal that hands them operational control of Grundig across the Asia Pacific region, including Australia.

The move effectively places one of Germany’s most storied brand names in the hands of one of China’s largest electronics manufacturers, with Changhong set to position Grundig above CHiQ as a premium European offering spanning TVs, large appliances, air conditioning and a new range of audio products.

For Australians of a certain age, Grundig needs no introduction. Founded by Max Grundig in Nuremberg in 1945, the Company’s radios quickly became Europe’s most popular, followed by reel-to-reel tape recorders, televisions, dictation machines and premium hi-fi. At its peak, Australia even had dedicated Grundig stores, with the German badge carrying the same European cachet that Miele commands in appliances today.

From the 1980s the brand largely vanished from the Australian market, resurfacing only sporadically through distribution arrangements for Grundig radios and hi-fi gear.

The Deal

Under the agreement, Changhong has secured a licence to operate the Grundig brand across several major product categories and regions, including Australia and the wider Asia Pacific.

The deal covers consumer electronics including TVs and audio, large home appliances, air conditioners and selected small appliances, with Changhong controlling virtually every aspect of the business, from product development and design through to manufacturing and after-sales service.

The Company has described the agreement as a cornerstone of its international multi-brand strategy, and they are not being coy about where Grundig sits, the brand will be positioned above CHiQ, which will continue to target younger, value-conscious buyers.

The playbook is a familiar one, it mirrors the strategy Haier has run with GE Appliances and Fisher & Paykel, using a premium Western heritage brand to unlock pricing power, established distribution relationships and acceptance in retail channels that a Chinese house brand struggles to crack.

Why Australia Matters

Australia is one of Changhong’s strongest overseas markets, and the Company is not starting from scratch.

Changhong already runs a Melbourne-based Australian operation with existing logistics and service capability, according to local management, along with established retail relationships spanning The Good Guys, Harvey Norman, Winning Appliances, Appliances Online and NARTA member retailers.

Nothing official has been announced for the Australian market, but based on the licence terms and Grundig’s current European range, the likely line-up includes OLED and Mini LED televisions, refrigerators, washing machines, dishwashers, an extensive audio range and small appliances.

Televisions appear the most likely first category, analysts claim, because Changhong already manufactures TVs at scale and has existing supply chains in place.

The Catch

The big question is whether the badge still means anything.

Changhong’s challenge will be convincing retailers, and ultimately consumers, that Grundig still stands for European engineering rather than being seen as just another Chinese-manufactured product carrying an historic name.

Industry analysts have largely viewed the agreement as the latest example of Chinese manufacturers expanding globally by acquiring or licensing established Western brands rather than building recognition from scratch, a strategy that mirrors Midea’s acquisition of Residentia, TCL’s new deal with Sony and Hisense’s use of the Toshiba and Asko brands.