UNSER HEIMATBÄCKER GMBH
KEY FACTS AT A GLANCE
UNSER HEIMATBÄCKER GMBH
REVENUES in €mn
As of 30 September 2018
meanwhile belong to Unser Heimatbäcker
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. We have created the foundation for future growth through a new management team, the restructuring of the value chain as well as initiatives to increase revenues, such as the reopening of branches and the expansion of the snack business.
Unser Heimatbäcker is the largest bakery chain in eastern Germany and is, with over 400 branches, one of the five largest branch bakeries 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 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 2018
Unser Heimatbäcker expects revenues for the financial year 2018 to be down on the previous year’s level. Due to the continuing shortage of personnel in branches and sales in the rural regions of north-eastern Germany, more branches were closed than new ones opened in the past two financial years. The value chain was restructured at the start of the year; among other things, one production site was closed and the production of cake was centralised. The measures taken to improve operating processes and the cost structure are starting to bear fruit.
OUTLOOK AND OBJECTIVES
In 2017 and 2018, the focus of Unser Heimatbäcker was on reorganising production and logistics. Based on a new structure, the company resume the opening of new branches from 2019 onwards. Therefore, Unser Heimatbäcker expects both higher revenues and better earnings for the coming financial year, due in part to the expansion of the snack business. At the same time, the original strategy of market consolidation is to be continued through further acquisitions.
Jochen Baumann joined Deutsche Beteiligungs AG in 1997 and became a Managing Director in 2005.
He holds a degree in Business Administration from the University of Passau, and also studied at the Lund University. Prior to his university education, he completed a bank apprenticeship.
Jochen Baumann has 22 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.