ELECTROSTAR reaches strategic sales target

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The metal and electrical industry in Baden-Württemberg is suffering greatly from the consequences of the current crisis. Read here three examples of how companies are responding and making themselves fit for the future.

Friedrichshafen/Ebersbach/Albstadt.  Structural change, cost pressure, corona recession: Many M+E companies in the southwest are going through stormy times. For managers and employees, it is clear that we have to make changes now in order to remain competitive. aktiv shows three examples of how companies are dealing with the pressure to adapt.

At Electrostar, agile teams tinker with solutions

The Corona crisis is also hitting smaller companies hard. In Ebersbach an der Fils, the Electrostar company with around 180 employees produces hand dryers, for example, such as those found in public toilets, as well as industrial vacuums and hand sweepers. Sales slumped in the first half of the year - by almost a fifth in the case of hand sweepers. What is helping the medium-sized company to get through the crisis: an "agile" corporate organization.

"Agility" means that a company can react particularly flexibly to unforeseen events and new requirements (read more: At Electrostar, as many people as possible, whether workers, team leaders or managers, are taking on more responsibility in order to master the specific problems of this crisis.

For example, the company has the problem that demand fluctuates greatly in some areas. The new solution: a cross-departmental "delivery reliability" team. The colleagues involved check whether all parts are delivered on time and whether capacities in production have to be adjusted at short notice. Another team, "Employee Health," takes care of organizing day-to-day work under pandemic conditions.

Company CEO Roman Gorovoy notes, "We think and act much faster and more agile today than we did a few years ago." This may make the medium-sized company more crisis-proof - just like the merger with Haaga Kehrsysteme, which both companies sealed in September. They had both previously belonged to the Algo Group and worked closely together. The merger opens up a wider product range, more flexibility - and hopefully growth. With the same goal in mind, Electrostar recently formed a strategic partnership with cleaning equipment manufacturer Producteers.

- 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.

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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