UNSER HEIMATBÄCKER GMBH
KEY FACTS AT A GLANCE
UNSER HEIMATBÄCKER GMBH
REVENUES in €mn
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.
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.
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.