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Donnerstag 10. Februar 2011
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Leifheit: Konzentration auf Haushaltswaren trägt bereits 2010 Früchte

• Ergebniserwartung für 2010 bekräftigt

• Markengeschäft wächst im Inland

• Ambiente: Start in das Jahr 2011 mit vielen Innovationen und Sortimentserweiterungen unter dem Motto „Welcome home“

Frankfurt am Main/Nassau, 10. Februar 2011 – Für das abgelaufene Geschäftsjahr 2010 erwartet Leifheit - auf Basis der vorläufigen Zahlen mindestens ein Ergebnis vor Zinsen und Steuern (EBIT) auf dem Vorjahresniveau (2009: 8,1 Mio Euro). Dieses Ergebnis wurde im fortzuführenden Geschäft, also ohne den im 2. Quartal 2010 verkauften Bad-Bereich erreicht. Das vergleichbare Vorjahresergebnis (EBIT) belief sich auf 3,1 Mio €.

Vorstandsvorsitzender Georg Thaller: „Unsere stringente Konzentration auf unser Kerngeschäft, die Haushaltswaren, trägt Früchte. Zum einen haben wir den Umsatz gesteigert, zum anderen haben wir insbesondere im Markengeschäft weitere Kostensenkungen realisiert und Ergebnisverbesserungen durch Sortimentsüberarbeitungen erzielt, so dass wir den Verkauf des Badbereichs auf der Ertragsseite kompensiert haben.“

Mit 211 Mio Euro Umsatz hat der Leifheit-Konzern 2010 ebenfalls das gute Vorjahresniveau übertroffen (2009 um den Badbereich bereinigt: 207 Mio Euro). Leifheit-Vorstandsvorsitzender Georg Thaller: „Leifheit hatte in der Krise schon frühzeitig gegengesteuert: Seit 2008 haben wir unsere Umsätze kontinuierlich erhöht. Auch 2010 konnten wir den in einigen Teilen der Welt allmählich greifenden Aufschwung für uns nutzen. Mit vielen Innovationen haben wir Zuwächse in aufstrebenden Regionen erzielt, die die anhaltenden Rückgänge in Süd- und Osteuropa mehr als ausgleichen konnten.“

Nach dem Verkauf des Badbereichs im Juni 2010 fokussiert Leifheit sein Geschäft auf Produktion und Vertrieb von Haushaltswaren und gliedert sich in die Segmente „Markengeschäft“ (Leifheit, Dr. Oetker Backgeräte, Soehnle) und „Volumengeschäft“ (Birambeau und Herby).

Das Markengeschäft schloss mit 172 Mio Euro Umsatz über dem Vorjahresniveau ab (2009: 170 Mio Euro), obwohl im Umsatz 2009 noch das inzwischen veräußerte Leiterngeschäft mit etwa 6 Mio € enthalten war. Der Umsatz im Heimatmarkt Deutschland wuchs dabei auf 86 Mio Euro (2009: 84 Mio Euro). Vor allem die Marke Leifheit generierte hier in den Bereichen Reinigen und Wäschepflege ein deutliches Umsatzplus (+12 Prozent), das maßgeblich der erhöhten Kommunikationsleistung insbesondere für das im TV beworbene Twist-System zu verdanken ist. Dem positiven Inlandsgeschäft gegenüber standen markenübergreifende Rückgänge in Spanien, Italien und Osteuropa, was im Wesentlichen den noch schwachen wirtschaftlichen Rahmenbedingungen vor Ort geschuldet war.

Das Volumengeschäft mit den Produkten von Birambeau (Küche) und Herby (Wäschepflege) konnte seine Umsätze im Jahresvergleich auf 39 Mio Euro steigern (2009: 36 Mio Euro). Herby wuchs durch den Ausbau von Platzierungen, Birambeau profitierte von der Gewinnung zusätzlicher Kunden durch neu eingeführte Produktpräsentationen am POS und dem anhaltenden Trend zum Selbstkochen.

Konzern-Chef Georg Thaller zu den strategischen Weichenstellungen für das Jahr 2011: „Im letzten Jahr haben wir gezeigt, dass die Fokussierung auf den Haushaltsbereich den Grundstein für weiteres Wachstum bildet. Diesen Weg werden wir weiter fortschreiten  und darauf im dritten Schritt unserer Konzernstrategie eine nachhaltige Wachstumsphase einleiten. Im Zentrum unserer Maßnahmen stehen die Stärkung unserer Marke Leifheit sowie eine weitere Internationalisierung unserer Vertriebsstrukturen; sie sind vor allem darauf ausgerichtet, die deutlich stärkeren Wachstumspotenziale im Ausland zu heben.“

Der Leifheit-Konzern ist nach dem Bad-Verkauf 2010 durch die ausschließliche Fokussierung auf das Geschäft mit Haushaltswaren effizienter aufgestellt. „2011 wird auch die Konsumgüterindustrie vom Aufschwung profitieren. Doch das ist kein Selbstläufer: Die Konsumenten suchen verstärkt innovative Produkte, die bei der Bewältigung der täglichen Aufgaben im Haushalt unterstützen und dabei noch attraktiv aussehen. Diesem Anspruch wird Leifheit auf der internationalen Konsumgütermesse Ambiente dadurch gerecht, dass wir unter dem Motto „Welcome home“ erstmals die Produkte nach ihren Anwendungsgebieten in den verschiedenen Wohnwelten zeigen“, erklärte Georg Thaller vor der Eröffnung der Messe in Frankfurt am Main.

Leifheit stellt auf der diesjährigen Ambiente mehr als 100 Innovationen sowie erweiterte Sortimente seiner Marken Leifheit, Dr. Oetker Backgeräte und Soehnle vor.

So bietet Leifheit künftig aus einer Hand ein Komplettangebot von Reinigungsprodukten inklusive der zugehörigen Spezialreinigungsmittel an. Für die Wäschepflege hat Leifheit mit dem „AirActive L Steamer“ den derzeit leichtesten Bügeltisch mit integrierter Druckdampf-Bügelstation geschaffen. Besonderes Augenmerk verdient auch die weiterentwickelte Wäschespinne „Linomatic Deluxe“, bei der das Öffnen und Schließen nun noch einfacher und komfortabler ist. Im Küchenbereich wurde die Familie der mechanischen TwistCut-Küchenhelfer um eine passende Salatschleuder erweitert.

Soehnle bringt mit „Page Evolution“ die flachste Küchenwaage der Welt auf den Markt, und mit Limited Editions in aktuellen Dekoren setzt der Marktführer bei Personen- und Küchenwaagen in Deutschland nun farbige Akzente in Bad und Küche. Mit neuen Massage- und Wärmeprodukten aus der Soehnle Relax-Serie baut das Unternehmen auch sein erfolgversprechendes Wellness-Segment weiter aus.

Die Leifheit AG veröffentlicht ihren Jahresabschluss 2010 am 5. April 2011.

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