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 München 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 München 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 München and Mercedes-Benz as strategic multipliers
(36:47) Future & Growth: This is how Einhell wants to double its turnover
