New understanding of leadership necessary

Increasing complexity requires rethinking corporate culture.

Börsen-Zeitung, 17. September 2022  Operating internationally, complex supply chains, digitalization - processes in companies are becoming increasingly complex. Managing directors must respond to these new realities. Consequently, "change" is not optional, but a necessity in order to remain competitive in the future and to be perceived as an innovative role model. 

So far in 2022, the company is also on track and started with double-digit growth. "We were able to anticipate the challenges in the area of raw parts supply and make early provisions. However, the cost of this is significant and is now putting pressure on margins," says Roman Gorovoy, managing director of ELECTROSTAR/starmix. This is because there have not only been price increases for the raw parts themselves; higher costs are also incurred due to logistics, because the required parts were often delivered by air freight. Nevertheless, ELECTROSTAR/starmix is sticking to its strategy and its future goals. The plan is to crack the sales mark of 100 million euros in 2025.

Looking at the further development in the second half of the year, the company assumes that the extreme price spiral will continue. This will also be exacerbated by the Ukraine crisis and, as a result, lost sales markets, rising inflation, especially energy prices, and expected demands for wage increases, due to current inflation rates from trade unions. "The challenges for the second half of the year are enormous. We are therefore working in scenarios and are prepared for a wide variety of courses," says Gorovoy.

Digital offensive Industry 4.0
However, ELECTROSTAR is not letting this slow it down. With its new website, which will be launched in the first half of this year, and the planned introduction of a new ERP system, the company is taking the step toward Industry 4.0. The digitalization offensive covers all business areas, from warehouse management to production planning.

New product lines
As planned, the new product positioning will also come. In the future, starmix brand products will be available in three categories: Premium, Professional and Works. The products from the Premium category are manufactured exclusively in Germany, offer unbeatable performance and durability, and will be offered to selected specialist dealers. The Professionals range includes products that meet the highest quality standards and are made for even the toughest applications. Lastly, there is also a separate line for customers from the DIY (Do-It-Yourself) sector. The Works group can come up with simpler, yet high-quality machines and equipment that promise the best performance at reasonable prices and are produced in their own factory in China under strict quality controls.

- a piece of German industrial history that is being continued with great success in the 21st century. The industrious Swabians have been manufacturing vacuum cleaners since 1921 and invented the hot-air hand dryer four years later. In the years of the economic miracle, starmix achieved world renown: the universal starmix kitchen machine became a bestseller that no good household could do without. Today, ELECTROSTAR GmbH, which has been part of the Algo Group since 2007, stands for innovative technologies, outstanding quality and uncompromising customer orientation. Under the starmix brand, the company develops, produces and sells a wide range of powerful vacuum cleaners for trade, commerce and industry worldwide. From the starmix sanitary business field, modern warm air and high-speed hand and hair dryers as well as an extensive hospitality product range complete the portfolio. Since the acquisition of Haaga Kehrsysteme GmbH in 2012, innovative sweepers have also been part of the product range. In 2020, ELECTROSTAR/starmix and Haaga Kehrsysteme merged. The company employs around 200 people at its sites in Ebersbach. The two brands starmix and Haaga generated a turnover of around 41 million euros in 2020.
Press inquiries

If you have any questions about the company, products or other information material, our press contact will be happy to answer them personally.

Fr. Alale Sarshar Fard
echolot pr GmbH & Co. KG
Waldburgstraße 17-19
70563 Stuttgart
Fon: +49 711 99014-84

Fr. Gwendi Harer
Electrostar GmbH
Hans-Zinser Str. 1-3
73061 Ebersbach
Fon: +49 7163 9988-011