Restrained demand, increasing price pressure and cheap imports from Asia: In the latest episode of Kassenzone with Karo, CEO Andreas Kroiss reveals how Einhell is doing in an increasingly tense market environment.
From a classic manufacturer of power tools and garden tools, Einhell has developed into a provider of battery-powered devices of all types in recent years. With the Uniform Battery Platform System, over 300 devices can now be operated in the home and garden areas. Contrary to negative market sentiment, Einhell is continuing to grow and establish itself as a popular DIY brand. With a view to the next three years, Andreas has clear goals: to expand its international presence and double its turnover of 1 billion euros.
What role do partnerships with FC Bayern Munich or Mercedes-Benz play in brand strategy? How does Einhell want to reach new target groups? And how does the company manage to stay close to its customers despite increasing competitive and price pressure from Temu and Co.?
Our key insights about Einhell:
⚡ Battery ecosystem as a USP: With the uniform battery platform, over 300 devices can now be operated in the home and garden sector.
📉 Market facing headwinds: Despite reluctance to buy, price pressure and cheap imports from Asia, Einhell is growing steadily against the trend.
🤝 Strong partnerships: Collaborations with FC Bayern Munich and Mercedes-Benz give Einhell visibility and brand strength.
🌍 International Ambitions: By 2028, the company aims to expand its presence worldwide and double its turnover from 1 to 2 billion euros.
👥 Customer proximity as a success factor: Direct exchange, DIY focus and social media help to stay close to the needs of the target group.
🚨 Clear words about Temu & Co.: Andreas Kroiss warns of unfair competitive conditions and the dangers of fake products without safety standards.
An overview of the conversation with Andreas Kroiss:
(3:15) From tool manufacturer to platform provider: Einhell's market positioning
(10:41) Market under Pressure: How is Einhell Coping with Reluctance to Buy?
(16:54) Sales & Expansion: Which channels are driving growth worldwide?
(25:25) Einhell's concern about low-cost Asian providers
(32:12) FC Bayern Munich and Mercedes-Benz as strategic multipliers
(36:47) Future & Growth: This is how Einhell wants to double its turnover
E-commerce technology & AI as a scaling lever for platform models
Einhell's ambitious growth targets — in particular the planned doubling of revenue to two billion euros through the consistent expansion of its battery platform — impressively show how important sustainable systems are for global ecosystems.
We support the digital transformation of business models and help manufacturers build a scalable e-commerce architecture. The potential for direct customer loyalty mentioned by Andreas Kroiss, which Einhell is currently solving very successfully via social media due to the lack of deep D2C business structures, can also be systematically exploited technologically. Through targeted tech stack optimization, such as a customized CDP implementation or strategic CRM integration, we make valuable customer data measurable and usable along the entire value chain.
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