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We have received reports that consumer electronics firm Panasonic Corp will buy up to a 13% share of Gorenje, one of the biggest household appliance makers in Eastern Europe, as it tries to tap into growing demand in the region.

Panasonic is attempting to move away from unprofitable consumer electronics and wants to be number one in appliances, pitting the company against the likes of Whirlpool, LG, Samsung and Electrolux. It also wants to tap into growing demand in emerging markets in Europe, with Russia firmly in its sights.

Panasonic will pay euro 10 million ($12.91 million) for the stake in Gorenje, which manufactures energy efficient appliances under multiple brand names.

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