Leifheit

Leifheit is a German household-products brand and the principal consumer brand of Leifheit AG, a publicly listed company headquartered in Nassau, Rhineland-Palatinate. Its portfolio focuses on practical products for routine domestic work, particularly floor and window cleaning, laundry drying and ironing, and food preparation. The company sells through retail, e-commerce, and other distribution channels, with Germany as its home market and Europe as its principal commercial region. As of the mid-2020s, Leifheit supplied products to more than 80 countries and operated a network of branches and production or logistics locations in Germany, France, and the Czech Republic. The business began in 1959 when Günter and Ingeborg Leifheit established Günter Leifheit KG. Its early growth was driven by carpet sweepers, including products based on designs by Hans Erich Slany. By 1970, the company was producing approximately two million carpet sweepers per year and had become a leading European supplier in that category. This early emphasis on mechanical solutions for household chores established the practical, function-led positioning that remains associated with the brand. Leifheit entered a new ownership phase in 1972 when it was acquired by ITT Corporation of New York. The founding couple left the company’s management in 1974. Following further expansion and the establishment of branches in several European countries, Deutsche Bank became involved in the ownership structure and took the company public in 1984. Leifheit has remained listed on the German stock market since then, although its shareholder structure and index status have changed over time. From the late 1980s through the 2000s, the group broadened its portfolio through acquisitions and internationalization. Bathroom products were added through Spirella, Kleine Wolke, Meusch, and related businesses, while Birambeau strengthened the group’s kitchen position in France. The Soehnle brand, known for household and personal scales and wellbeing products, became part of the group in 2001. Herby, a French laundry-dryer manufacturer and private-label supplier, was acquired in 2008. Leifheit later sold its bathroom division in 2010, concentrating the group more clearly on household cleaning, laundry care, and kitchen products. The modern Leifheit brand is organized around three broad consumer areas: Clean Home, Fresh Laundry, and Smart Kitchen. Clean Home includes mops, floor-cleaning systems, window-cleaning tools, window vacuums, and washable or reusable mop covers. Fresh Laundry covers rotary, wall-mounted, standing, and tower dryers, as well as ironing boards and accessories. Smart Kitchen includes cutting, grating, slicing, mashing, baking, salad, grilling, insulated-drink, and vacuum-sealing products. Group brands extend the offer into weighing and wellbeing, kitchen utensils, and laundry-dryer supply. Leifheit’s commercial development in the 2010s included growth in Eastern European markets. In 2020, the company launched a television advertising campaign in 16 countries. The campaign coincided with increased consumer attention to household activities during the COVID-19 pandemic and was cited in contemporary business reporting as one factor associated with strong growth that year. More recently, the company has continued to increase its digital and e-commerce presence. In 2024, e-commerce represented 23% of sales in the third quarter, according to the supplied reference material. For fiscal 2024, Leifheit AG reported revenue of EUR 259.2 million, with 62.3% generated outside Germany, and EBIT of EUR 12.1 million, compared with EUR 6.0 million in 2023. These figures describe the listed group rather than the Leifheit consumer brand alone. Sustainability initiatives have included a 2022 promotional tree-planting program with the Unternehmen Wald foundation and the planting of 4,000 trees in the Nassau city forest by the company and its apprentices in 2023. Leifheit remains a…

Leifheit was founded in 1959 by Günter and Ingeborg Leifheit as Günter Leifheit KG. The company initially concentrated on household aids, achieving notable scale with carpet sweepers. Production of sweepers based on designs by Hans Erich Slany began in 1960, and by 1970 annual output was approximately two million units, making Leifheit a leading European supplier. In 1972, the company was acquired by ITT Corporation, and the founding couple withdrew from management two years later. Leifheit subsequently expanded its European presence through branches in countries including France, Switzerland, and Italy. Deutsche Bank later became involved in the ownership structure and brought the company to the stock market in 1984. Leifheit AG has remained listed on the Frankfurt Stock Exchange and has operated in the Deutsche Börse market structure, including a temporary period in the SDAX beginning in 2016. The group broadened its household portfolio through a series of acquisitions. Spirella AG brought bathroom products into the group in 1988, followed by the Kleine Wolke bath-textiles business in 1989 and additional bathroom-related assets in 1993. A production site was established in Blatná, Czech Republic, in 1995. Further transactions involved FRZ-Metallwarenfabrik Ruschitzka and the Meusch group. Leifheit increased its holding in French kitchen-products company Birambeau to a majority stake in 2001, the same year that Soehnle, a scales and wellbeing brand, became part of the group. Herby, a French laundry-dryer manufacturer and private-label supplier, was acquired in 2008. Leifheit sold its bathroom division, including Kleine Wolke, Meusch, and Spirella, to Possehl in 2010. This disposal sharpened the group’s focus on cleaning, laundry, and kitchen products. During the 2010s, the company developed its presence in Eastern Europe and continued to operate internationally. In 2015, the Schuler-Voith family sold its shares, increasing the proportion of free-float ownership. The company entered a more visible consumer-marketing phase in 2020 with a television campaign broadcast in 16 countries. The campaign coincided with pandemic-era changes in household behavior and was associated in business reporting with strong company growth. Leifheit’s current brand architecture is commonly described through the Clean Home, Fresh Laundry, and Smart Kitchen areas. These cover mechanical and powered cleaning aids, laundry drying and ironing equipment, and kitchen preparation and food-storage tools. Leifheit AG remains headquartered in Nassau and maintains production and logistics activities in Germany, France, and the Czech Republic. The group supplies more than 80 countries and generates a majority of its turnover outside Germany. In 2024, reported group revenue reached EUR 259.2 million and EBIT increased to EUR 12.1 million from EUR 6.0 million in 2023. Sustainability work has included tree-planting activities in 2022 and 2023. The company continues to combine a German household-products identity with international distribution and a growing e-commerce channel.

1. 2024Improved financial performance

   Group revenue reached EUR 259.2 million and EBIT rose to EUR 12.1 million.

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2. 2020International television campaign

   Leifheit launched television advertising in 16 countries.

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3. 2010Bathroom division sold

   Kleine Wolke, Meusch, and Spirella were sold to Possehl.

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4. 2008Herby acquisition

   Leifheit acquired Herby, a French manufacturer and supplier of laundry dryers.

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5. 2001Birambeau majority stake and Soehnle integration

   Leifheit increased its holding in Birambeau to a majority stake, while Soehnle became part of the group.

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6. 1988Entry into bathroom products

   The acquisition of Swiss company Spirella AG expanded the group into bathroom products.

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7. 1984Frankfurt stock-market listing

   Leifheit AG was taken public and its shares began trading on the Frankfurt Stock Exchange.

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8. 1972Acquisition by ITT

   New York-based ITT Corporation acquired the company.

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9. 1970European carpet-sweeper leadership

   Annual production reached approximately two million carpet sweepers, making Leifheit a leading European supplier.

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10. 1960Carpet-sweeper production begins

    Leifheit began producing carpet sweepers based on designs by Hans Erich Slany.

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11. 1959Company founded

    Günter and Ingeborg Leifheit founded Günter Leifheit KG in Germany.

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A German, function-oriented household brand offering practical and reusable tools for cleaning, laundry care, and kitchen work, with an emphasis on everyday usability and broad retail availability.

• Clean HomeHome cleaning

  The Clean Home range covers mechanical and powered solutions for floors, windows, and other household surfaces. It includes mops, floor-cleaning systems, window-cleaning tools, window vacuums, and reusable mop covers. The range represents Leifheit’s original function-led approach: simplifying repetitive cleaning tasks through dedicated tools rather than relying only on conventional cloths or brushes.

• Fresh LaundryLaundry care

  Fresh Laundry includes equipment for drying, organizing, and ironing clothes. Products include rotary dryers, wall-mounted dryers, standing dryers, tower dryers, ironing boards, and related accessories. The category serves both indoor and outdoor laundry routines and is a central part of Leifheit’s household positioning.

• Smart KitchenKitchen equipment

  Smart Kitchen comprises tools for preparation, cooking, baking, serving, and food storage. The assortment includes cutting sets, graters, slicers, mashers, insulated jugs, vacuum sealers, and baking, salad, and grilling utensils. It extends Leifheit beyond cleaning and laundry into practical equipment for recurring kitchen tasks.

• SoehnleScales and wellbeing products2001

  Soehnle is a Leifheit Group brand offering household and personal scales and related wellbeing products. Its portfolio broadens the group’s reach into weighing, health-oriented measurement, and connected or app-supported consumer use.

• BirambeauKitchen utensils2001

  Birambeau is a French kitchen-utensil business in which Leifheit obtained a majority holding. It also supplies private-label kitchen products, complementing Leifheit’s own Smart Kitchen range.

• HerbyLaundry dryers2008

  Herby is a French laundry-dryer manufacturer and private-label supplier acquired by Leifheit. The business strengthens the group’s capabilities in laundry drying and supports supply beyond the consumer-facing Leifheit assortment.

• 2023Nassau city-forest reforestation

  Nassau · Germany

  Leifheit and company apprentices participated in planting 4,000 trees in the Nassau city forest. The selected trees were intended to be more resilient to climate change.

  Outcome. The activity expanded the company’s local environmental engagement.

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• 2022Promotional tree-planting initiative

  Germany

  In cooperation with the Unternehmen Wald foundation, Leifheit arranged for one tree to be planted for each unit sold of selected promotional products.

  Outcome. The initiative linked selected product promotions with reforestation activity.

  Source
• 2020International television advertising campaign

  16 countries

  Leifheit ran television commercials across 16 countries to increase visibility for its household-products portfolio. The campaign coincided with the COVID-19 period, when consumers were spending more time at home and paying greater attention to domestic tasks.

  Outcome. Contemporary business reporting associated the campaign, together with pandemic-related household behavior, with strong growth in 2020.

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• 2020International brand-support campaignStrategy

  The company sought broader consumer visibility while household activity was receiving unusual attention during the pandemic.

  What changed. Leifheit launched television advertising in 16 countries.

  Aftermath. The campaign was cited alongside pandemic-related demand as a contributor to strong growth in 2020.

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• 2010Divestment of bathroom businessStrategy

  Leifheit had built a bathroom portfolio through acquisitions including Spirella, Kleine Wolke, and Meusch.

  What changed. The group sold the bathroom division to Possehl.

  Aftermath. The divestment concentrated the group more strongly on cleaning, laundry, and kitchen products.

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• 1984Public listingStrategy

  After developing branches in several European countries, Leifheit pursued access to public capital and a formal stock-market presence.

  What changed. Leifheit AG was listed on the Frankfurt Stock Exchange.

  Aftermath. The company became a publicly traded German household-products group and has remained listed since 1984.

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• 1972Sale to ITT CorporationM&A

  The privately founded household-products company entered a new ownership phase as it expanded beyond its original German base.

  What changed. ITT Corporation of New York acquired Leifheit.

  Aftermath. The founding couple withdrew from management in 1974, and the company later continued its European expansion under changing ownership arrangements.

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• 2024Leifheit reports higher 2024 revenue and sharply improved EBIT

  Leifheit AG reported revenue of EUR 259.2 million for fiscal 2024 and EBIT of EUR 12.1 million, up from EUR 6.0 million in 2023. International sales accounted for 62.3% of turnover.

  Other
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• 2023Leifheit expands sustainability activities through tree planting

  Leifheit and its apprentices participated in the planting of 4,000 trees in the Nassau city forest as part of a reforestation initiative focused on resilience to climate change.

  Campaign
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• 2020Leifheit launches multinational television advertising campaign

  Leifheit introduced a television campaign running across 16 countries. The campaign supported the brand during a period when household activities received increased consumer attention.

  Campaign
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1. Leifheit
2. Leifheit Group