ELECTROSTAR achieves strategic sales target


ELECTROSTAR achieves strategic sales target

In its anniversary year 2021, ELECTROSTAR achieves a sales record of over 60 million euros.

Stuttgart/Ebersbach, 25 May 2022 – After a challenging pandemic year, a turnover record was recorded in 2021. The growth target of 50 million euros was exceeded by 10 million euros in the anniversary year. The core business of the corporate group grew organically by 22% to just under 50 million euros. In addition, the merger with PRODUCTEERS increased turnover by 15 million, so that the group achieved a total consolidated turnover of 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 move to the cloud for the digital offensive. 

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 costs for this are considerable and are now putting pressure on the margin," 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 also arise from 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 break the turnover 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 be exacerbated by the Ukraine crisis and the resulting loss of sales markets, rising inflation, especially energy prices, and the expected demands for wage increases from the trade unions due to the current inflation rates. "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
ELECTROSTAR is not letting this slow it down, however. 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 will also come 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 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 offer simpler, yet high-quality machines and equipment that promise the best performance at favourable prices and are produced in their own factory in China under strict quality controls.



ELECTROSTAR/starmix - a piece of German industrial history that is being continued with great success in the 21st century. The industrious Swabians have been manufacturing hoovers 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 sweeping machines 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. With the two brands starmix and Haaga, a turnover of around 41 million euros was generated in 2020.


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Gwendi Harer
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