History of Bamix®
since 1950

2008 After a two-year project phase the dönermat (Kebab cutter) is brought on the market.
Market launch of SliceSy in Japan.
Market launch of bamix in Korea.
2007 Market launch of bamix in Russia and China.
Introduction of Bamix Gastro 2 in different countries.
2002 For decades we were forced to say: "Bamix® can do everything but it can not slice nor grate". Now, after 3 yeas of intensive development and extensive testing, the new "SliceSy" does all this work with perfection. Moreover the new attachment is easy to handle and easy to clean...the typical Bamix® advantages. This new attachment is certainly a milestone in the history of Bamix®. This year is another important year in the interesting history of Bamix®. The three
owners get older and they wish to assure the future of the product and the company. Their profile of a buyer and successor is straight forward: it must be assured that the corporate policy so far (centring around the word "quality") finds a continuation. Mr. Erich Eigenmann intends to do exactly this and an agreement is quickly reached. As of October 1, 2003 Mr. Eigenmann starts his activities as the new Mr. Bamix®.
2001 The book "50 Klassiker – Design des 20. Jahrhunderts" (50 classic designs of the 20th century) is published. We are proud that the ESGE Zauberstab® is prominently mentioned in this book together with products like Levi's Jeans, Bikini, Chanel N° 5, Concorde, Swatch, Sony Walkman, Lego and others."Swiss Line", the successor of the Bamix® top model "Cassette" is launched. The
entirely splash proof construction with the "soft grip" switch and the futuristic design of the "Swiss Line" stand meet very positive reactions in the market.
1998 A journalist of "De Telegraaf" enters the shop of our distributor in the Netherlands. He actually wants to buy a new Bamix® but takes along his more than 30 years old defective Bamix®. He can hardly believe it but he leaves the shop with his repaired old Bamix®. After some further researches on the product and the company he publishes a double page article in the Sundays edition. In the following days the phones of our distributor run hot. Not just readers who want to order but also customers who proudly want to say that "me too am using a very old Bamix®".
1995 Das design of Bamix® was created in 1961. It may well be described as one of the outstanding industrial designs of history (also see 2001). No basic change in design was made during all these years but now it receives a "soft" re-design by a Swiss designer. At the same time the new Twin Security Switch is introduced and the Cassette also receives a more modern shape.
1994 For most people it is hard to believe when they realise that ESGE produces on type of appliance only – and this since 40 years. Not long ago the Iron Curtain collapsed and now we have the possibility to introduce the Bamix® in the former communist countries (i.e. Hungary, Russia,
1950 A Swiss, Monsieur Roger Perrinjaquet invents an entirely new type of kitchen appliance. On 6th March 1950 he applies for a patent for an "appareil ménager portatif" [hand-held kitchen appliance]. The application describes the worlds first stick (or wand) mixer. He calls the new appliance "Bamix®", an abbreviation of the French "battre et mixer" (beat and mix).
1993 Since quite some years Bamix® is sold in Japan and the really demanding consumers are very satisfied with our quality. Based on this the largest Japanese direct selling company includes Bamix® (as their first outside product) in their selling program.
After some years full of problems with various distributors Kevin and Alison Gilbert take over the distributorship in Great Britain. Five years later they realise a fantastic sales record at the London IDEAL HOME exhibition.
1991 Various professional chefs ask us to produce a Bamix® "just 5 cm longer". After very long practical tests in hotel kitchens we launch the "Bamix® GASTRO" – a model for professionals which becomes more successful than we had expected. In the same year the Swiss Bamix® distributor becomes part of the Bamix® group of companies.
1990 George McBride is specialised in demonstration selling in Canadian Fairs. We reject his first order for Bamix® with the argument that Bamix® does not meet Canadian regulations (which – if met - would degrade our Bamix® to a ordinary stirrer). George tells us that the regulations had just been altered and we supply our first Bamix® to Canada. UNOLD Gmbh, one of the German sub-distributors takes over the distributorship "retail" for the German market. Thanks to the outstanding efforts of Mr. and Ms. Unold (and later their children and children-in-law) the Zauberstab® regains its former prominent position in German retail.
1989 One person from ESGE and a local student present and demonstrate the Bamix® at the Swiss Fair in Seoul/Korea. We meet with exceptional interest and find a local distributor. Three years later - after some start-up problems – the demand becomes so important that we have to ship most of the units by air.
1987 We all know that thousands of professional chefs use the Bamix® in their kitchen. What we do not know is the fact that German TV broadcasts the program "cooking like God in Germany". We also do not know that most of the famous cooks who participate took along their Zauberstab® and use it for their recipes. – Only when a customer makes us aware of this we understand why suddenly orders from Germany increase in a way that we run into capacity problems.
1986 After many years of very hard work Mr. Bodart (who owned the company for 15 years) wants to ease off. In a management buyout the 3 managers – Mr. Max Rüttimann (Techniques), Valentin Gunsch (Finances), und Werner Stahl (Marketing) take over the ownership the company. Mr. Bodart remains President for many years to come. In the same year the Bamix® Processor is launched. This attachment allows the grinding not only of dry but also of wet ingredients.
1984 Bamix® celebrates its 30th birthday. No doubt, there are not many electrical household items which reach this age and which are still becoming more and more popular.
1983 Thanks to very great efforts of the promotion and sales teams in Australia Bamix® reaches its highest per capita turnover worldwide. Sales in Thailand grow steadily and sales in Sri Lanka reach rather unexpected heights. The daily production reaches 1'600 units.
1982 First contacts are made with a company in Sri Lanka and in Santiago/Chile one of our teams demonstrates the Bamix®.
1981 Bamix® is sold in fairs in South Africa, Hong Kong and Brunei.
1980 In the early 80sa Japanese lady purchases a Bamix® from our (not very successful) distributor. She works with the Bamix® and elaborates many Japanese and even European recipes. Ms. Sakurako Ide falls in love with the appliance and showes it to her friends........who themselves want to buy this fantastic machine. Soon Ms. Ide does some cooking parties with friends who for their part start with parties – and thus raise interest for the Bamix®. sales grow steadily. Consequently
Ms. Ide becomes the exclusive distributor of Bamix® for Japan. Dedication and hard work of our Japanese friends have made Bamix® a real success story - and this in a market with the most demanding consumers.
1979 In this year Bamix® is demonstrated in a large number of fairs, so in Malta, Cyprus, Greece, Malaysia and Indonesia. Production in the plant rises steadily.
1978 The next show outside of Europe takes place in Singapore. Our new Singapore distributor has quite some doubts because of our relatively high price in this very competitive market. However, Singaporeans also fall in love with this versatile high quality kitchen appliance. In the same month a Bamix® team travells to Los Angeles and demonstrates there successfully for four weeks, from morning till night. This year with more than 3'000 units sold the Amsterdam show exceeds the
previous record of the Brussels show.
1977 In August 1977 ESGE participates in the Melbourne Home Show. This first non- European exhibition is so successful (close to 1'000 units) that additional Bamix® have to be flown to Melbourne during the Show. Consequently our Australian distributor founds Bamix® Australia Ltd. and soon Bamix® becomes one of the most well known brands in this country. At the same time as the Melbourne Show, another team demonstrates the Bamix® successfully at a show in
1975 The model "Cassette" is added to the range of models. The Cassette enables the storage of Bamix® with all its parts clearly arranged in one place. In Germany the once so successful consumer fairs are made sporadically only. This sales channel is now been taken care of by a specialised company and Mr. Rathke succeeds to increase sales in this channel very considerably in the years to come.
1974 Up to now Bamix® was practically sold in Europe only. The boom years following world war 2 are already history and the first recession (triggered off by the oil crisis) has become reality. In 1974 a South African company starts selling the Bamix® and realises respectable sales. The formerly so important German market recovers very slowly and Zauberstab® is present only in retail. For the first time in some years sales in Germany surpass those of the ten times smaller Switzerland (!).
1972 Bamix® sales are back to an annual turnover of more than 100'000 units.
1971 General Electric decides to sell the ESGE group. At that time Mr. Bodart is the most important customer for Bamix® (approx. 2/3 of the sales). He represents Bamix® in BENELUX, Finland, Sweden, Norway, Denmark, Great Britain and Ireland. Mr. Bodart buys the plant in Switzerland and all rights for Bamix® and Zauberstab®. Thus ESGE in Mettle becomes the only production plant for Bamix®. The first step Mr. Bodart takes is to reduce bureaucratic machinery. The business philosophy followed by Mr. Bodart is very simple: quality above quantity – and – concentration on one product only….and no red tape! These basics are still in use today.
1967 From a low level the Bamix® sales slowly increase. In the Foire de Bruxelles they sell 2'000 Bamix®, so far the highest ever realised turnover in a fair.
1964 Mr. Gschwend and Spingler sell their company to "General Electric", the largest producer of electrical goods in USA. The Americans try to get the company. back on its feet and close down most of the factories – only Mettlen/Switzerland and Neuffen/Germany remain.
1963 In Germany the output capacity is increased and in Japan the trading company NIPPON ESGE K.K. is founded. Since 1958 some other products (small vacuum cleaners, citrus presses, toasters,
meat slicers, electrical plate warmers, hair driers) had been added to the production and/or sales program. Although sold under the ESGE these products never become successful. In Germany, representing 2/3 of the total turnover, sales are nearly ground to a halt. By contrast the administrative machinery had developed into a considerable size.
1962 The bamixes produced up to now top the million. Production under Licence starts in Italy and Spain.
1961 Teams from The Netherlands and Belgium exhibit regularly in British shows and this country quickly becomes the most important market for Bamix®. In effect for some time production can not meet sales. The shape of the Bamix® M 60 (60 Watt) is re-designed by Acton Bjorn (Denmark) and Duke Sigvard Bernadotte (Sweden). Great importance is paid to arrive at an
anatomically appropriate form and the result of their work is the Model M 100. Even now, 50 years later and despite of many technical improvements and detail alterations the original form can still be clearly recognised.
1960 ESGE – Export in Glarus (Switzerland) is founded and becomes responsible for exports to member countries of EFTA (European Free Trade Association) – i.e. Great Britain, Finland, Austria, Portugal, Switzerland and Ireland). – Administration is centralised and taken care of by the newly founded ESGE International in Zurich. Further, ESGE France is founded and produces for the EEC
(European Economic Community) countries Belgium, the Netherlands, Luxemburg and France.
In November 1960 ESGE AG, a further production company is founded: and a factory building (former textile factory built in 1906) is bought in Mettlen/Switzerland (north eastern / German speaking part of Switzerland). In the course of the year production of Bamix® commence at a daily rate of 250 units).
1959 Collaborators of Bodart in Belgium load their utensils into their cars, drive to Sweden and demonstrate at the consumer fair in Stockholm. The 834 Bamix® sold in this fair exceed all previous sales in the country. Shortly afterwards a test is made in the "Flower Show" in Oslo/Norway where incredible 1332 units are sold. Based on this success Mr. Bodart sets up agencies in all Scandinavian countries.
1958 A Swiss company in Basel is asked to investigate into the licence production of Bamix® for the Swiss market.
1957 Bodart BV is specialized in selling Kitchen appliances in consumer fairs (they do 60 of these fairs in the Netherlands. In a small fair in Valkenburg/NL they do trial sales. Not only do they sell very well but they also come to realise that the most effective way to convince potential customers of the usefulness of this small but expensive appliance is "life demonstration"! In rapid succession Mr. Walter Bodart is appointed Bamix® distributor for The Netherlands, Belgium and Luxemburg.
Under the direction of the two sons of Mr. Bodart this company this company is still the exclusive distributor for Bamix® in BENELUX.
1955 On 24 April 1955 the new Bamix® wand mixer is presented for the first time to the public at the Hanover International Fair. Soon after the new appliance is named Zauberstab® (magic wand) for the German market. The company has already 74 collaborators and a turnover of 1.4 million German Mark.
1954 Mr. Perrinjaquet sells the patent rights to ESGE who produce the first wand mixers towards the end of this year.
1953 Mr. and Spingler and Gschwend found the company ESGE (the name reflects the first letters of their surnames as they are pronounced: S = ES and G = GE. In the beginning the 7 collaborators produce bicycle stands electrical saws and small electrical motors.
1950 a Swiss, Monsieur Roger Perrinjaquet invents an entirely new type of kitchen appliance. On 6th March 1950 he applies for a patent for an "appareil ménager portatif" [hand-held kitchen appliance]. The application describes the worlds first stick (or wand) mixer. He calls the new appliance "Bamix®", an abbreviation of the French "battre et mixer" (beat and mix).
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