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Donnerstag 11. Dezember 2008
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LEIFHEIT schärft Produktprofil - Tausch der Geschäftssparte „Steigen“ gegen Hailo-Dampfbügelsysteme

Tausch der Geschäftssparte „Steigen“ gegen Hailo-Dampfbügelsysteme

Die LEIFHEIT AG in Nassau schärft im Rahmen eines strategischen Geschäftsfeld-Umbaus ihr Produktprofil und baut die Voraussetzungen für Rentabilitätsverbesserungen aus.

Das Unternehmen hat dazu heute mit Hailo (Hailo-Werk Rudolf Loh GmbH & Co KG in Haiger) einen Asset Swap Vertrag geschlossen: Zum 1. Januar 2009 wird LEIFHEIT von Hailo das gesamte Geschäft, also sämtliche Kunden- und Lieferbeziehungen, mit Dampfbügel-Systemen übernehmen. Dazu zählen in erster Linie Dampfbügeltische und Dampfbügelstationen, mit denen Hailo 2007 einen Umsatz von 7,5 Mio Euro erwirtschaftet hat. Im Gegenzug gibt LEIFHEIT seine Geschäftssparte „Steigen“, in der unterschiedliche Leitern-Systeme für den Haushalt produziert werden, an Hailo ab. Hier wurde 2007 ein Umsatz von 15 Mio Euro erzielt. Die Wertdifferenz der getauschten Geschäftsbereiche wird durch eine Barzahlung von Hailo an LEIFHEIT ausgeglichen. LEIFHEIT darf ein Jahr lang die Marke Hailo nutzen, um die Produkte in den Verkehr zu bringen.


Für LEIFHEIT ergeben sich aus dieser Transaktion zwei zentrale strategische Vorteile:

  • Mit dem Erwerb der Dampfbügel-Systeme investiert LEIFHEIT in das strategische Geschäftsfeld „Dampfbügeln“ in der Sparte „Wäschepflege“ und erreicht mit dieser Übernahme unmittelbar die kritische Masse. Dieses Geschäftsfeld hat gerade in Deutschland ein großes Marktpotenzial; LEIFHEIT ist prädestiniert, dieses Potenzial schnell zu heben, da die Konsumenten mit der Marke bereits heute die Produkte dieses Geschäftsfelds assoziieren.
  • Mit der Abtrennung der Steigen-Sparte realisiert LEIFHEIT im Unternehmensbereich Haushalt den nächsten Schritt bei der Fokussierung auf die vier Kernkategorien „Wäschepflege“, „Reinigen“, „Küche“ und „Waagen“. Der Verkauf der Steigen-Sparte, der aufgrund des internationalen Wettbewerbs für LEIFHEIT mit geringen Margen versehen ist, kaum Wertschöpfungspotenzial bietet und nicht zur LEIFHEIT-Kernkategorie zählt, war bereits seit längerer Zeit geplant.


Denis Schrey, Vorstandsvorsitzender der LEIFHEIT AG: „Mit dieser Transaktion stärken wir das LEIFHEIT-Profil signifikant, bauen unsere Präsenz in einem attraktiven Marktsegment mit interessantem Wachstumspotenzial aus und erhöhen die Basis für eine weiter steigende Rentabilität des Unternehmens.“


Im Zuge dieser Umstrukturierung stellt LEIFHEIT bis zum 1. März 2009 die Produktion im Werk Zuzenhausen ein und organisiert diesen Standort in ein reines Logistik-Zentrum um. Alle Mitarbeiter der Leiternproduktion an diesem Standort erhalten alternative Arbeitsplatz-Angebote im Logistik-Zentrum Zuzenhausen.


Hailo, zu dessen Kerngeschäft Produktion und Vertrieb von Haushaltsleitern zählt, stärkt mit dieser Transaktion ebenfalls sein Profil. Hailo darf ein Jahr lang die Marke LEIFHEIT nutzen, um bestehende Kundenverträge zu erfüllen.

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