DGAP-News: Leifheit AG: Leifheit AG and Dr. Oetker end their licensing agreement
(firmenpresse) - DGAP-News: Leifheit AG / Key word(s): Strategic Company Decision
Leifheit AG: Leifheit AG and Dr. Oetker end their licensing agreement
14.11.2012 / 17:47
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Leifheit AG and Dr. Oetker end their licensing agreement
- Focus on the brands Leifheit and Soehnle
- Reduction of complex product range
Nassau, 14 November 2012 - Leifheit AG agreed today with Dr. August Oetker
Nahrungsmittel KG by mutual agreement to end the long-term licensing
agreement for the production and sale of Dr. Oetker Bakeware. The licensing
agreement will end on 31 December 2012. With this decision the Leifheit
Group is taking a further strategic step towards a greater emphasis on its
core business with the two umbrella brands Leifheit and Soehnle. On 1
January 2013 the licensing agreement that has existed between Leifheit and
Dr. Oetker since 1988 will be transferred to Zenker Backformen GmbH&Co.
KG - a company belonging to the Fackelmann Group. The lead time involved
here and the detailed organisational preparations guarantee that the supply
of Dr. Oetker Bakeware to customers will not be affected in any way.
In the future Leifheit will concentrate more on the implementation of its
umbrella brand strategy for the brands Leifheit and Soehnle in the Brand
Business division, in which the brands Leifheit, Soehnle and Dr. Oetker
Bakeware were previously united. Sales, marketing and development were
joined together for the two brands. The aim of the strategy is to give
greater prominence to the Leifheit brand with its categories 'Cleaning',
'Laundry Care' and 'Kitchen' and also to position the Soehnle brand as an
attractive, modern wellness brand.
'By dropping the Dr. Oetker Bakeware brand we are streamlining our
currently complex product portfolio and in the future we will use our
resources to market our two umbrella brands Leifheit and Soehnle', explains
Georg Thaller, chairman of the board at Leifheit AG.
With its product part Dr. Oetker Bakeware in the trading year 2011 Leifheit
achieved a turnover of EUR 6.3 million, of which just under 50 per cent in
Germany.
Zenker takes over licensing agreement
As a result of the end of the licensing agreement for the Europe-wide sale
of Dr. Oetker Bakeware, on 31 December 2012 Leifheit AG will transfer to
Zenker all stock intended for sale under the Dr. Oetker brand, together
with marketing and sales tools and customer lists and all necessary tools
and documents for the production of Dr. Oetker Products.
About Leifheit
Formed in 1959, Leifheit AG is one of the leading European suppliers of
branded household items. The Company is a byword for high quality
innovative products with high consumer benefit and pioneering design in the
core areas of Cleaning, Laundry care, Kitchen and Wellbeing. Leifheit, Dr
Oetker Bakeware and Soehnle are among the best-known German brands. Besides
its Brand Business segment, Leifheit AG is active in the service-oriented
Volume Business segment through its French subsidiaries Birambeau and
Herby. With its international branches, the Leifheit Group has around 1,000
employees.
Contact:
Leifheit AG
D-56377 Nassau
ir(at)leifheit.com
+49 2604 977218
End of Corporate News
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14.11.2012 Dissemination of a Corporate News, transmitted by DGAP - a
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Language: English
Company: Leifheit AG
Leifheitstraße
56377 Nassau
Germany
Phone: 02604 977-0
Fax: 02604 977-340
E-mail: ir(at)leifheit.com
Internet: www.leifheit.com
ISIN: DE0006464506
WKN: 646450
Listed: Regulierter Markt in Frankfurt (Prime Standard);
Freiverkehr in Berlin, Düsseldorf, Hamburg, Hannover,
München, Stuttgart
End of News DGAP News-Service
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