ELECTROSTAR achieves strategic sales target

Record year 2021: turnover rises to over 60 million euros

Stuttgart/ Ebersbach, den 25. Mai 2022 – After a challenging pandemic year, a sales record was set in 2021. The growth target of 50 million euros was exceeded by 10 million euros in the anniversary year. The Group's core business grew organically by 22% to just under 50 million euros. In addition, the merger with PRODUCTEERS increased turnover by 15 million euros, so that the Group achieved consolidated turnover totalling 65 million euros. To celebrate the company's 100th anniversary last year, there was also a whole range of new, innovative products, coupled with the introduction of a CRM system and the switch to the cloud for the digital offensive.

The company is also on track so far in 2022 and has started the year with double-digit growth. ‘We were able to anticipate the challenges in the area of raw parts supply and take precautions early on. However, the costs involved are considerable and are now putting pressure on the margin,’ says Roman Gorovoy, Managing Director of ELECTROSTAR/starmix. This is because there were not only price increases for the raw parts themselves, but also higher costs for logistics, as the required parts were often delivered by air freight. Nevertheless, ELECTROSTAR/starmix is sticking to its strategy and future goals. The plan is to break the 100 million euro turnover mark in 2025.

Looking ahead to the second half of the year, the company assumes that the extreme price spiral will continue. This will be exacerbated by the Ukraine crisis and the resulting loss of sales markets, rising inflation, particularly energy prices, and the expected demands for wage increases due to the current inflation rates from the 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 developments,’ says Gorovoy.

Industry 4.0 digital offensive

However, ELECTROSTAR is not letting this slow it down. With the 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 towards Industry 4.0. The digitalisation offensive covers all business areas, from warehouse management to production planning.

New product lines

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

starmix - 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

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

Fr. Gwendi Harer
Electrostar GmbH
Hans-Zinser Str. 1-3
73061 Ebersbach
Fon: +49 7163 9988-011
gwendi.harer@starmix.de
www.starmix.de