Chronik - WMF AG

Company presentation
wmf group
Company presentation
History | Corporate structure | wmf group worldwide | Facts & figures
Page 1
Table of contents
01
History
02
Corporate structure
03
wmf group worldwide
04
Facts & figures
Foundation
Timeline
Mission statement
Business units
Locations
Brands
Financial performance
Key figures
Company presentation
History | Corporate structure | wmf group worldwide | Facts & figures
Page 2
01
Chapter
History
Company presentation
History | Corporate structure | wmf group worldwide | Facts & figures
Page 3
Foundation
In 1853, mill owner Daniel Straub, together with the Schweizer brothers, established the
Metallwarenfabrik Straub & Schweizer in Geislingen with an initial workforce of 16.
Company presentation
History | Corporate structure | wmf group worldwide | Facts & figures
Page 4
Foundation
Shortly before this, Daniel Straub had founded
his first manufacturing company, the
Maschinenfabrik Geislingen, in connection with
the construction of the Geislinger Steige, the
steepest railway line in Europe at the time.
As experienced metal spinners, the brothers
Friedrich and Louis Schweizer were able to
contribute technical expertise.
Company presentation
History | Corporate structure | wmf group worldwide | Facts & figures
Page 5
Foundation
Only a few years later in 1862, Straub & Schweizer's silver-plated tableware and serving dishes
were awarded medals of distinction at the world exhibition in London. In order to strengthen sales
in Northern Germany as well, the first store was founded in Berlin in 1868 – the start of the
group's present day network of stores.
In 1880, the company merged with the Metallwarenfabrik Ritter & Co. from Esslingen in the
form of a public limited company to form the Württembergische Metallwarenfabrik (WMF) with its
head office in Geislingen.
Company presentation
History | Corporate structure | wmf group worldwide | Facts & figures
Page 6
Timeline I 1853 – 2014
1850 1853
1860
1870
1880
1890
Founding of the
Straub & Schweizer
metal works in
Geislingen an der Steige
with 16 employees
Daniel Straub –The
founder
Company presentation
History | Corporate structure | wmf group worldwide | Facts & figures
Page 7
Timeline I 1853 – 2014
1850 1853
1860
Founding of the
Straub & Schweizer
metal works in
Geislingen an der
Steige with 16
employees
1868 1870
1880
1889 1890
Establishment of
the first store in
Berlin
Daniel Straub –The
founder
Company presentation
History | Corporate structure | wmf group worldwide | Facts & figures
Page 8
Timeline I 1853 – 2014
1850 1853
1860
Founding of the
Metallwarenfabrik
Straub & Schweizer
in Geislingen an der
Steige with 16
employees
1868 1870
Establishment of
the first store in
Berlin
Daniel Straub – the
founder
Company presentation
History | Corporate structure | wmf group worldwide | Facts & figures
1880
1889 1890
Merger with the
with the
Metallwarenfabrik
Ritter & Co,
Esslingen to become
the
Württembergische
Metallwarenfabrik
AG based in
Geislingen
Page 9
Timeline I 1853 – 2014
1850 1853
1860
Founding of the
Metallwarenfabrik
Straub & Schweizer
in Geislingen an der
Steige with 16
employees
1868 1870
Establishment of the
first store in Berlin
Daniel Straub – the
founder
Company presentation
History | Corporate structure | wmf group worldwide | Facts & figures
1880
1889 1890
Merger with the
with the
Metallwarenfabrik
Ritter & Co,
Esslingen to
become the
Württembergische
Metallwarenfabrik
AG based in
Geislingen
Start of series
production of
galvanically silver
plated cutlery
Page 10
Timeline I 1853 – 2014
1890 1893
1900
1910
1920
1930
Patent for silver
plating technique
Patent for a cutlery
silver plating
process with
increased silver
coating at points
exposed to heavier
wear
Company presentation
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Page 11
Timeline I 1853 – 2014
1890 1893
1900
1910
1920
1930
Patent for silver
plating technique
WMF grows rapidly
and now employs
Patent for a cutlery 3,000 persons
silver plating
process with
increased silver
coating at points
exposed to heavier
wear
Company presentation
History | Corporate structure | wmf group worldwide | Facts & figures
Page 12
Timeline I 1853 – 2014
1890 1893
1900
1910
Patent for silver
plating technique
WMF grows rapidly
and now employs
Patent for a cutlery 3,000 persons
silver plating
process with
increased silver
coating at points
exposed to heavier
wear
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1920
1927
Sikomatic
The first WMF pressure
cooker is launched
Start of production of
the first series of large
coffee machines begins
Page 13
Timeline I 1853 – 2014
1930
1940
1950
1960
1970
Cromargan®
A new material: a rustproof
stainless steel, which WMF
names "Cromargan" (legally
protected term)
1930-1935
Expansion of the network of
stores
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Page 14
Timeline I 1853 – 2014
1930
1940
Cromargan®
A new material: a rustproof
stainless steel, which WMF
names "Cromargan" (legally
protected term)
1930-1935
Expansion of the network of
stores
Company presentation
1950
1955 1960
1970
Expansion of the
customer service
network, which
now employs 280
service
technicians for
commercial coffee
machines
History | Corporate structure | wmf group worldwide | Facts & figures
Page 15
Timeline I 1853 – 2014
1930
1940
Cromargan®
A new material: a rustproof
stainless steel, which WMF
names "Cromargan" (legally
protected term)
1930-1935
Expansion of the network of
stores
Company presentation
1950
1955 1960 1962
Expansion of the
customer service
network which
now employs 280
service
technicians for
commercial
coffee machines
History | Corporate structure | wmf group worldwide | Facts & figures
1970
Start of blade
production for
table knives at
the Hayingen
factory, from
1977 production
of kitchen knives
Page 16
Timeline I 1853 – 2014
1930
1940
Cromargan®
A new material: a rustproof
stainless steel, which WMF
names "Cromargan" (legally
protected term)
1930-1935
Expansion of the network of
stores
Company presentation
1950
1955 1960 1962
Expansion of the
customer service
network, which
now employs 280
service
technicians for
commercial
coffee machines
History | Corporate structure | wmf group worldwide | Facts & figures
Start of blade
production for
table knives at
the Hayingen
factory, from
1977 production
of kitchen knives
1969
Development of the
world's first fully
automatic coffee
machine
Page 17
Timeline I 1853 – 2014
1970
1980
1986
1990
2000
2001
From 1986,
expansion and
development of WMF
group with the
branded subsidiaries
alfi, Hepp,
Auerhahn, Silit,
Kaiser
and Schaerer
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Page 18
Timeline I 1853 – 2014
2006
2007
2008
2009
2010
WMF offers newly
developed fully
automatic coffee
machines for the private
household
Company presentation
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Page 19
Timeline I 1853 – 2014
2006
2007
WMF offers newly
developed fully
automatic coffee
machines for the private
household
Company presentation
2008
2009
2010
WMF opens its 200th
store in Germany,
Austria and Switzerland
History | Corporate structure | wmf group worldwide | Facts & figures
Page 20
Timeline I 1853 – 2014
2006
2007
WMF offers newly
developed fully
automatic coffee
machines for the private
household
Company presentation
2008
2009
WMF opens its 200th
store in Germany,
Austria and Switzerland
History | Corporate structure | wmf group worldwide | Facts & figures
2010
Cromargan protect®
Further refinement of
Cromargan to ensure
maximum scratch
resistance
Page 21
Timeline I 1853 – 2014
2010
2011
Cool+ technology
Cool+ technology
reduces the heat
transfer from the pot
body to the pot handle
Company presentation
2012
2013
2014
Sales top the
billion mark
History | Corporate structure | wmf group worldwide | Facts & figures
Page 22
02
Chapter
Corporate structure
Company presentation
History | Corporate structure | wmf group worldwide | Facts & figures
Page 23
Mission statement
Our claim
We set ourselves apart by quality and innovation in function and design.
In this way we are always able to convince our customers and partners.
This means that our products and services are always the first choice,
thus creating the basis for profitable growth.
Our customers
The principle of closeness to our customers informs all our actions. In all
our teams worldwide, we work every day to be better for our customers,
both internally and externally.
Our organisation
We operate and are responsible for all the functions and processes
required for our business. The business units have broad responsibility for
their respective core processes that transcends brands.
The group management determines the scope of creative and operational
freedom required to achieve the objectives. The service areas support the
business units in cross-departmental functions.
Company presentation
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Page 24
Mission statement
Our brands
Each of our brands offers our customers and partners a unique brand
experience. We maintain consistent and differentiated brand positioning.
This increases the recognition of our brands and to an enhancement of
brand value.
Our values
Shared values determine the quality of how we work together.
Our employees
We encourage our employees' talents,
expect high standards from them and work together with an attitude of
mutual trust.
Our shareholders
We are attractive to shareholders.
Our environment
The responsible use of resources is the norm for us.
Company presentation
History | Corporate structure | wmf group worldwide | Facts & figures
Page 25
wmf group
Business unit
WMF stores
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Page 26
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Business unit WMF stores
The business unit WMF stores operates over 200 speciality stores in German-speaking countries.
The company-owned stores in premium locations in pedestrian zones and in shopping centres stock
the group brands alfi, Auerhahn, Kaiser, petra, Silit and WMF.
The extensive range of goods offers a wide variety of high quality and functional products that are
presented clearly and attractively. The ambience of the WMF stores encourages shoppers to browse
and relax, making shopping into an enjoyable experience.
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Page 27
WMF stores
Key figures 2013
Sales:
€ 156.5 million
EBIT:
€ -11.1 million
Employees (as of 31/12/2013)
1,202
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Page 28
Business unit WMF stores - in pictures
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Page 29
wmf group
Business unit
Table & kitchen
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Page 30
Business unit Table & kitchen
The business unit Table & kitchen is involved in the independent product development, production,
procurement and worldwide marketing of first-class products.
The products from the alfi, Auerhahn, Kaiser, Silit and WMF brands are differentiated in terms of
quality, function, innovation and design and offer a unique product experience.
The business unit Table & kitchen embraces the product groups cutlery, cookware, kitchen utensils,
table and home accessories, baking, insulation, serving pieces and components.
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Page 31
Table & kitchen
Key figures 2013
Sales:
€ 454.9 million
EBIT:
€ 24.9 million
Employees (as of 31 December 2013)
1,867
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Page 32
Business unit Table & kitchen - in pictures
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History | Corporate structure | wmf group worldwide | Facts & figures
Page 33
wmf group
Business unit
Small electrical appliances
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Page 34
Business unit Small electrical appliances
The business unit Small electrical appliances covers all electrical products for use in the private
household that bear the WMF brand. Our sales partners are primarily electrical goods dealers, but
also household goods dealers.
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Page 35
Small electrical appliances
Key figures 2013
Sales:
€ 55.5 million
EBIT:
€ -16.88 million
Employees (as of 31/12/2013)
74
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Page 36
Business unit Small electrical appliances - in pictures
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Page 37
wmf group
Business unit
Hotel
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Page 38
Business unit Hotels
Cultivated hospitality is the central theme in the business unit Hotels. With the highest quality
products from the Hepp and WMF brands, complemented by the comprehensive services offered by
Boehringer Gastro Profi, the business unit Hotels provides effective solutions for the restaurant and
hotel industry.
In the business unit Hotels, we are familiar with the requirements of exclusive restaurants and
hotels and aim to consistently meet the high standards and the requirements of our customers –
with a very wide product range, which offers nearly everything from a versatile system solution for
hotel buffets to a comprehensive range of equipment for professional chefs.
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Page 39
Hotel
Key figures 2013
Sales:
€ 77.0 million
EBIT:
€ 3.2 million
Employees (as of 31/12/2013)
331
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Page 40
Business unit Hotels - in pictures
Company presentation
History | Corporate structure | wmf group worldwide | Facts & figures
Page 41
wmf group
Business unit
Coffee machines
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Page 42
Business unit Coffee machines
With its brands Schaerer and WMF, the business unit Coffee machines serves commercial clients
from all over the world.
The fully automatic coffee machines provide high quality coffee for hotels and restaurants.
Schaerer and WMF coffee machines are to be found in many different applications all over the
world. Hotels, cruise ships, restaurants, cafés, chain restaurants and offices rely on quality products
from both brands.
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Page 43
Coffee machines
Key figures 2013
Sales:
€ 324.1 million
EBIT:
€ 47.2 million
Employees (as of 31/12/2013)
1,489
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Page 44
Business unit Coffee machines - in pictures
Company presentation
History | Corporate structure | wmf group worldwide | Facts & figures
Page 45
03
Chapter
wmf group
worldwide
Company presentation
History | Corporate structure | wmf group worldwide | Facts & figures
Page 46
Locations
Company presentation
History | Corporate structure | wmf group worldwide | Facts & figures
Page 47
Locations
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History | Corporate structure | wmf group worldwide | Facts & figures
Page 48
Locations
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Page 49
Locations
wmf group manufacturing strategy
The wmf group pursues a three-pillar strategy in relation to manufacturing its products. The main
pillar is manufacturing in the group's own domestic production facilities, the second pillar is
manufacturing in WMF production facilities abroad. The third pillar is external procurement
according to WMF standards from partner companies certified by WMF. WMF defines its own high
quality standards for all the products, regardless of the geographical location of the production
facility.
The majority of the wmf group's manufacturing activities take place in Germany. Of a total of
eight manufacturing facilities, three are located abroad and the remaining five are located at
Geislingen/Steige (headquarters), Hayingen, Diez/Lahn, Wertheim and Riedlingen – all in Germany.
Fully owned WMF production facilities are located in Heshan, southern China and in Domažlice, the
Czech Republic. The group subsidiary Schaerer manufactures its high quality, professional coffee
machines at Zuchwil, Switzerland. In addition, WMF obtains products from suppliers which
manufacture worldwide according to WMF designs and WMF quality standards.
Company presentation
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Page 50
Brands
Worldwide retail business
WMF stores
The business unit WMF stores operates over 220 speciality stores in
Germany, Austria and Switzerland. The company-owned stores in prime
locations in pedestrian zones and shopping centres stock the group brands alfi,
Auerhahn, Kaiser, petra, Silit and WMF.
Table & kitchen
The business unit Table & kitchen is responsible for the independent
product development, production, procurement and worldwide
marketing of first-class products. The products from the alfi, Auerhahn,
Kaiser, Silit and WMF brands are differentiated in terms of quality, function,
innovation and design and offer a unique product experience.
Small electrical appliances
The business unit Small electrical appliances covers all electrical
products for use in the private household with the WMF brand. Our
sales partners are primarily electrical goods dealers, but also household goods dealers.
Company presentation
History | Corporate structure | wmf group worldwide | Facts & figures
Page 51
Brands
International coffee machine and hotel business
Hotels
Cultivated hospitality is the central theme in the business
unit Hotels.
With the highest quality products from the Hepp and WMF brands,
complemented by the comprehensive services offered by Boehringer Gastro
Profi, the business unit Hotels provides solutions for the restaurant and hotel
industry.
Coffee machines
With its brands Schaerer and WMF, the business unit
Coffee machines serves commercial clients from all over
the world. The fully automatic coffee machines provide high quality coffee
for hotels and restaurants.
Company presentation
History | Corporate structure | wmf group worldwide | Facts & figures
Page 52
04
Chapter
Facts & figures
Company presentation
History | Corporate structure | wmf group worldwide | Facts & figures
Page 53
Financial performance
Sales (in million euros)
EBIT (in million euros)
1,015.0
2013
1,027.3
2012
979.4
2011
2010
2009
2008
2007
2006
Company presentation
901.6
800.0
795.8
761.5
731.8
47.4
2013
71.4
2012
65.0
2011
58.4
2010
41.6
2009
41.3
2008
2007
53.3
32.4
2006
History | Corporate structure | wmf group worldwide | Facts & figures
Page 54
Key figures
2012
2013
% PY
€ 1,027.3
million
€ 1,015.0
million
99
48.2 %
46.3 %
96
€ 71.4 million
€ 47.4 million
66
7.0 %
4.7 %
67
51.4 %
52.7 %
103
Employees (as of 31 December 2013)
6,053
6,133
101
Dividend
€ 1.00
€ 0.50
50
Sales
Proportion generated abroad
EBIT
EBIT return on sales
Equity ratio
Company presentation
History | Corporate structure | wmf group worldwide | Facts & figures
Page 55
Company presentation
wmf group
Company presentation
History | Corporate structure | wmf group worldwide | Facts & figures
Page 56

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