Jamie Schneider | THE KBBREVIEW INTERVIEW
have to deal with managing import licences and tariffs so, 18 months before Brexit became a reality, we changed how we operated in the UK to give retailers a seamless transition. We implemented a system whereby we used Häcker Own Brand Limited as the UK customer, which meant, as experts in exporting, we [Häcker] took the import red tape away from our retailers. We were one of the first companies to do that, in fact, some of our competitors questioned it, but when Brexit eventually happened, it was seamless for Häcker and our dealers because we’d had the forethought to do it early. It was a really good group decision. Similarly, like everyone, the pandemic was a
learning curve but one we adapted to. Of course, we’re not perfect – especially when dealing with such an unknown like the pandemic – but we are a good company to deal with and have maintained a good level of supply, at a cost to us. As a manager, I’ve learnt how to manage communication better – to work more intelligently now. But what has never changed – not for the 30-plus years I’ve been in the industry, and certainly not
during the two years of the pandemic – is that people buy from people and for me the pandemic highlighted the need for independent retailers more than ever.
Q: Can you put that into context, how is the brand faring in the UK and globally? A: Globally, we’ve just reported a 12.5% increase in 2021 and achieved €727m turnover. We [Häcker UK] is forecasting a strong year this year too – in line with global turnover projection of 12% to 15% growth. Obviously, I don’t know at this stage what impact the situation in Ukraine will have along the way, but all I can say is that in the short-term we’re doing phenomenal business and are achieving our targets in the UK.
Häcker facts and figures l Two manufacturing facilities in Rödinghausen and Venne – commissioned in 2020 as part of 10-year growth strategy
l Produces 1,000 complete kitchens per day in Rödinghausen
l UK is Häcker’s third largest export market behind France and Holland
l 2021 turnover: €727 million (£601m)
Q: How is Häcker dealing with the supply issues in the market? A: The main issue for us is not of supply, it’s one of prices. Price stability is very difficult at the moment. Historically, we have always had one price review every year – at the
same time. it’s a sensitive market, so we’re very careful with pricing – we even dropped prices in 2016. But I don’t think any supplier can say ‘we’re not going to increase prices this year’ because we’re subject to so many fluctuations right now. Price rises have a huge effect on our business, and we try extremely hard to maintain continuity of pricing for our customers, because we know that if they then get a price increase during the order cycle
there, they can lose credibility with
consumers. We are trying to maintain stability and are eating into margin to do that, but there comes a point when that is not achievable anymore and prices have to increase. We also sell Blaupunkt appliances, which are exclusively available for Häcker dealers to sell with Häcker kitchens. It’s a very small part of our business in the UK, but we’ve seen a good uptake of that brand recently because we have good stock levels. It’s a nice little add-on sale for the retailer and, right now, it’s a very good opportunity for an alternative product when there are such big delays on appliances.
Q: What do you put Häcker’s success – globally and in the UK – down to? A: We’re still a family-owned business and one
The brand’s newest factory in Venne May 2022 · 39
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