Digital transformation progresses

As a result of the merger with Haaga Kehrsysteme, ELECTROSTAR/starmix 2020 recorded significant growth. Total revenues increased to 40.6 million euros. In organic terms, sales were only slightly down on the previous year despite the pandemic. While sales of cleaning equipment showed stable growth, the sanitary segment, whose customers come from severely affected sectors such as the food service and hotel industries, suffered setbacks. In Germany in particular, sales declined massively as a result of the SARS-CoV-2 occupational health and safety rule, which in the meantime recommended avoiding the use of hot-air hand dryers in general. However, the recommendation was lifted in May this year, indicating positive future prospects in the segment.

"The past year has been challenging. The Corona crisis has led to significant corrections in our strategy. However, not by postponing strategic projects, but the other way around, major projects in the area of digitalization were brought forward. The merger with Haaga Kehrsysteme GmbH marked the successful completion of another major project. In 2021, we continued the digital offensive with the introduction of a new CRM system and the switch to the cloud, and are launching a veritable product fireworks display to mark the company's 100th anniversary," explains CEO Roman Gorovoy.

The company made its way through the pandemic by setting up task forces to safeguard delivery capability, employee health, and earnings and liquidity. Thanks to good, daily crisis management, ELECTROSTAR/starmix was able to expand its investments in the future despite the crisis.

This accelerated existing developments in the company. After all, even before the outbreak of the Corona pandemic, the topics "development of new business models", "sales in the digital age", "customer service", but also "networking" and "innovation management" were the focus of the corporate strategy. Against this backdrop, resources were also reallocated last year to invest in the digitization of sales in particular. At the same time, the various sales units were bundled into a central service unit.

With a view to corporate culture and innovation capability, ELECTROSTAR/starmix has promoted decentralized working, more teamwork and personal responsibility. As a result, this has led to cross-departmental project-based working, which offers more scope for further development.

Despite the continuing uncertain economic situation due to material shortages on the raw material markets and extreme price increases, ELECTROSTAR/starmix will continue to adhere to its strategy in its anniversary year. Particular focus will be placed on the further development of competencies relevant to the strategy, the development of new innovative products and the implementation of further digitalization modules. The customers of ELECTROSTAR/starmix are to benefit first and foremost from all these activities: through better service and even more competitive products.

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