Munich The trend in industry is currently towards focus. Corporations like Siemens, General Electric and Toshiba have split up or have presented plans for it. But for the family business Schwan-Stabilo, the broader lineup has paid off in the pandemic. Because Stabilo stationery and Deuter backpacks provided enough money to convert the cosmetics division.
“External investors want to make portfolio decisions themselves,” says Schwan Stabilo boss Sebastian Schwanhäußer in an interview with Handelsblatt. Therefore there is a trend towards separations. A family business could put together the desired portfolio in a targeted manner.
Patience pays off: The cosmetics division shrank in the past fiscal year 2020/21, which ended on June 30th. But the other business areas performed better. During the lockdowns, many customers bought crayons and highlighters for the home office and backpacks for the vacation on their doorstep.
Overall, after three years of declining sales, Schwan-Stabilo was able to increase sales by two percent to 623 million euros.
Schwanhäußer announces with satisfaction: “We have managed to turn the tide thanks to a strong team effort.” In the past few months, demand has increased across all areas. “Instead of short-time working, we are now sometimes working additional shifts.” If nothing comes of the way, sales will continue to increase in 2021/22.
Schwan-Stabilo: additional shifts instead of short-time work
In the past few years, the cosmetics division was the big problem child. This had structural, but also home-made causes. Many women have been using less cosmetics for a long time. “In addition, we weren’t innovative enough for a while,” admits Schwanhäußer. As a consequence, Schwan-Stabilo cut massive jobs and developed new products.