SMAPP, Brand Built on Zelmer Legacy, Lands in Polish Retailers

SMAPP, a small-appliance brand developed by the Rzeszów-based manufacturer Zelmotor, has entered the online stores of three major Polish electronics retailers: Media Expert, Avans and Electro, all part of the TERG group.

The launch revives a familiar name in spirit, if not in law. For decades Zelmer was among Poland's best-known makers of small household appliances, selling vacuum cleaners, mixers, food processors and meat grinders. In 2013 it was acquired by Germany's BSH, owner of Bosch and Siemens. A few years later the group decided to end Zelmer-branded small appliances and replace them with its global brands. In 2020 the Zelmer trademark was bought by Spain's B&B Trends, which kept the name on the market without bringing back the old Polish production.

A different route to the same heritage

Part of Zelmer's industrial legacy stayed in Poland. Zelmotor grew out of the Zelmer engine plant, which for years made components for household appliances. After ownership changes and the end of its cooperation with the former manufacturer, the company chose to make kitchen equipment on its own. It sells that range as SMAPP, which is not a direct continuation of Zelmer but draws on the experience and production base tied to its history.

What is on offer

The initial range focuses on compact kitchen devices and helpers for everyday chores. It includes:

• the SMAPP 442.1 kettle, with 1.7 l capacity, a concealed heating element, a limescale filter and automatic shut-off after boiling;
• meat grinders, including the SMAPP 489.81, intended for minced meat, fillings and home preserves;
• hand mixers, such as the SMAPP 451.64 with a maximum power of 580 W, five speeds and a TURBO function, plus sets with a rotating bowl.

The range is to be expanded. For Zelmotor, shelf space with large retail chains should make the products far easier for shoppers to find, which is the main hurdle for any domestic brand trying to compete with global names.