A collection of cooking utensils crafted by German kitchenware brand WMF. [Photo/taizhou.com.cn] 

German kitchenware brand WMF is set to bolster its footprint in Taizhou, Zhejiang province, as part of its strategic expansion plan in China, buoyed by a positive outlook on its development prospects in the region.

The company, which has a century-long legacy, is gearing up to introduce new production lines in 2024 at its Taizhou factory, aiming to elevate its annual output value to 1.5 billion yuan ($208.44 million) or more. Hu Jian, general manager of Zhejiang WMF Household Products Co Ltd, disclosed these ambitious growth initiatives during a recent interview with a local media outlet.

WMF established a branch in Yuhuan, a county-level city in Taizhou, back in June 2018. The facility, which officially commenced operations in 2020, stands as the brand's primary production hub and warehouse logistics center in China. Specializing in crafting high-end culinary tools, the plant presently boasts an annual production capacity of 22 million units. Notably, in 2021, its production value surpassed 800 million yuan.

Hu attributed the company's rapid progress in part to the exceptional business environment and the delivery of high-quality, efficient services in Taizhou. "The efficiency of the local government has been a pivotal factor in our decision to establish a presence in Taizhou," Hu emphasized, highlighting the genuine support and dedication exhibited by the Taizhou government, which has left a lasting impression on the German brand.