DEEN
Strengthening of market position through acquisitions
€53.1mn
Equity investment
€141mn
Revenues 2016
2,750
Employees 2016

KEY FACTS AT A GLANCE

  • Integration of acquired outlets largely completed
  • Revenues and earnings considerably higher than in the previous year
  • Frozen bakery goods business successfully acquired as an important addition to the business model

UNSER HEIMATBÄCKER GMBH

Investment by
DBAG FUND VI

€53.1MN

thereof DBAG

€10.1MN

MANAGEMENT-BUY-OUT
Shareholders:
DBAG FUND VI

66.3%

thereof DBAG

12.6%

other shareholders

33.7%

First invested

MAY 2014

REVENUES in €mn

 

104

 

2014

 

133

 

2015

 

141

 

2016

As of 30 June 2017

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.

JOCHEN BAUMANN
MANAGING DIRECTOR

BAKERY CHAIN

With 446 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 northeast 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 bakery shops and cafés. In addition, the company delivers a range of bakery products to around 1,500 customers (supermarkets, hotels, filling stations) via a wholesaler, partly from its own frozen bakery goods business.

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 retail grocery stores. As a high-quality bakery chain with innovative production processes and a holistic marketing concept, Unser Heimatbäcker is 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 to grow by capturing economies of scale through the continued implementation of its “Lila Bäcker” concept, among others. As well as a uniform design at all points of sale, this concept incorporates a special price differentiation strategy and a customer loyalty programme. In implementing the strategy, the focus is on ensuring premium-quality products. Strengthening the team plays a major role in this respect, and is also the greatest challenge. The ability to recruit qualified staff is a prerequisite for winning the competition against other chains and market participants.

In the past two years, the company has acquired more than 80 outlets in total. In the meantime, the integration of these outlets has largely been completed.

2016 FINANCIAL YEAR

Revenues and earnings will almost reach the target values and be clearly up on the previous year’s figures. The outlets incorporated in the course of 2016 have contributed to this. Growth was also driven by the frozen bakery goods business acquired in 2015. This is less seasonal than the outlet business and offers the chance for Unser Heimatbäcker to sell its own products outside the region covered by its own outlets.

OUTLOOK AND OBJECTIVES

In 2017, the focus will be on further implementing the “Lila Bäcker” concept and on organic growth. Further impetus is expected from the frozen products business. Revenues and earnings are set to exceed the previous year’s figures.

Responsible team member

Jochen Baumann
Jochen Baumann

Managing Director

Jochen Baumann
Name:
Jochen Baumann
Investment focus:
Management buyouts
Telephone:
+49 69 95787-235
E-Mail:

Jochen Baumann

Managing Director

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.

Current portfolio companies

Unser Heimatbäcker GmbH Infiana Group GmbH Heytex Bramsche GmbH

Former portfolio companies

Jochen Baumann

Managing Director

+49 69 95787-235
jochen.baumann@dbag.de