GEBR. HEINEMANN
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Max appointment ushers in a new era at Gebr. Heinemann
control of four Vice Presidents. Addressing sections of the
trade media in his first press conference since taking the helm, Max Heinemann spoke with authority, clarity and a due sense of responsibility and purpose on the path ahead. The former Heinemann Asia
Pacific CEO also reflected on his preparations for assuming the role – he received an invitation to join the Board in 2016 – and the guidance he continues to receive from family member’s Gunnar and Claus.
As Gebr. Heinemann cements its transition to a fifth generation of family leadership, new CEO Max Heinemann insists the company should not lose sight of this strength in the pursuit of growth. Luke Barras-Hill reports from Hamburg.
Above: Max Heinemann, CEO and Speaker of the Executive Board, Gebr. Heinemann.
G
ebr. Heinemann’s traditional media briefing and annual results presentation held in
the baton’ from the fourth to the fifth generation of leadership. As reported, the Hamburg-based
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Hamburg last month stood out for two reasons. Group turnover jumped +11.4% to
€4.6bn ($5.4bn), with retail sales – accounting for 80% of the business – up an even more impressive +14.5% to €3.6bn ($4.2bn). However, the occasion also represented a very public ‘passing of
“We have never seen the benefit of taking over the world as Heinemann, labelling it Heinemann and then thinking it makes everything more successful.”
Max Heinemann, CEO and Speaker of the Executive Board, Gebr. Heinemann
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company has undergone a major restructure to ‘strengthen global agility and overall strategy’, with Max Heinemann assuming the role of CEO and Speaker of the Executive Board, responsible for Global HR, Corporate Development & Strategy and Corporate Affairs. Gunnar and Claus Heinemann
continue to form the Advisory Board of the family business, while the Executive Board is comprised of Raoul Spanger, Chief Operations Officer; Kay Spanger, Chief Commercial Officer; and Stephan Ernst, Chief Financial Officer. One central sales area headed by
Raoul Spanger merges the former distribution and retail divisions, with major geographical areas under the
Moving ‘in the right direction’ His rhetoric was grounded firmly on ensuring Heinemann’s ‘USP’ as a family business was used to its advantage, as it marks its 140th year of trading in 2019. “To move into a fifth generation is
partially unheard of and we believe in building our company culture on this,” he said. “We are moving in the right
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direction and you will see the results in the coming months. The good thing is, we don’t have pressure. The figures speak for themselves and we are growing steadily but we have the ambition to grow faster in the right direction. Change isn’t something we are afraid of.” Internal and external growth
‘momentum’ should be seized on to determine where the company can change, he continued. Indeed, the company’s fiscal 2018
performance underpinned once more that joint ventures have proven to be highly successful and lucrative. This is no more evident than
the firm’s tie-up with JR/Duty Free at Tel Aviv Ben Gurion International Airport; the Travel Retail Domodedovo joint venture with Greenway at Moscow’s new terminal; the partnership with Norse Trade in Norway; and with Unifree Duty Free at the cavernous new Istanbul Airport, to name just
MAY 2019
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