UNSER HEIMATBÄCKER GMBH
KEY FACTS AT A GLANCE
UNSER HEIMATBÄCKER GMBH
REVENUES in €mn
As of 30 September 2017
meanwhile belong to Unser Heimatbäcker
The fragmented bakery market in Germany is characterised by very few large competitors, a consolidation process and structural changes caused, for instance, by discount bakeries and, increasingly, prebake stations at retail grocery stores. We intend to support the company through our financial commitment in realising its expansion plans.
With more than 400 outlets, Unser Heimatbäcker is the fifth-largest bakery chain in Germany. The company is the result of a merger of a number of bakery chains in north-east Germany. It operates various outlet concepts under the “Lila Bäcker” brand, mainly in the entrance areas of supermarkets and in shopping centres. It also has its own retail stores and cafés. In addition, the company delivers a range of bakery products to around 1,500 customers (supermarkets, hotels, petrol stations) via a wholesaler, partly from its own frozen baked goods production.
POTENTIAL FOR DEVELOPMENT
The fragmented bakery market in Germany is characterised by a few major competitors, a consolidation process and structural changes brought about, among other things, by discount bakeries and an increasing number of in-store bakeries in supermarkets. As a high-quality bakery chain with innovative production processes and a holistic marketing concept, Unser Heimatbäcker is nonetheless well placed to play an active role in consolidating this market.
The aim is to use the company’s strong competitive position as a basis for organic growth, by making use of economies of scale through the implementation of its “Lila Bäcker” concept. As well as a uniform design for all retail spaces, this concept incorporates a special price differentiation strategy and a customer loyalty programme, among other features. A focus on premium-quality products forms the basis for the implementation of the strategy.
FINANCIAL YEAR 2017
Unser Heimatbäcker expects its revenues in the financial year 2017 to be below budget and down slightly on the previous year. Due to a shortage of staff in rural areas of north-east Germany, the company has closed more branches than it has opened. Unser Heimatbäcker’s earnings in 2017 will also remain below budget and will be lower than in the previous year. Earnings have been hit, in particular, by higher personnel expenses, for exam ple due to the increase in the minimum wage and special incentive programmes.
OUTLOOK AND OBJECTIVES
Recruiting qualified staff is a prerequisite for Unser Heimatbäcker’s further growth but is also the greatest challenge currently facing the company. Over the next few months, the management’s main objective will therefore be to close the personnel gaps that have arisen – both in the branches and in administrative functions. This will serve as a basis for the implementation of measures to improve the revenue and earnings situation of the com pany. Unser Heimatbäcker is planning to open more new branches again and to introduce a new resource planning and cash register system.
Jochen Baumann joined Deutsche Beteiligungs AG in 1997 and became a Managing Director in 2005.
Following a bank apprenticeship, he studied Business Administration at the University of Passau and at Lund University.
Jochen Baumann has more than 20 years of experience in private equity. He is also a member of the advisory councils at the portfolio companies in which DBAG invested under his management. His focus includes the implementation of buy-and-build concepts, such as those installed at ProXES, Romaco and Unser Heimatbäcker. He has in-depth knowledge of the packaging industry and special expertise in the food sector as well as in mechanical and plant engineering.