Duravit investing despite the crisis
New structures should start to bear fruit
Tweet-- After doubling sales in the five years before 2008, as a result of the global economic crisis, bathroom manufacturer Duravit was forced to halt growth in 2009 and recorded a decline in sales for the very first time. On the international markets, both within and outside the EU, sales in the Group as a whole declined in the single- to double-digit range. In Germany, too, Duravit AG recorded a slight decline in sales. Overall, Group sales fell by 12.6% and, in 2009, totalled 292.7 million euros.
Despite the downturn in sales, in 2009 the bathroom manufacturer with headquarters in Hornberg in the Black Forest, Germany, still succeeded in implementing a substantial package of future investments: Duravit completed construction of its new factory in India, opened showrooms in Egypt and Tunisia and extended the central warehouse in Achern, Germany, to include a completely new high-bay warehouse. With the foundation of its own sales company in Australia, Duravit also invested in a local presence with a view to the entire Oceanic region. At the same time it also established a sales company in South Africa.
Against the background of the global crisis, Duravit hasn't reduced the pace of development either but, instead, has stepped it up. This has resulted in new products that have even opened up new business areas. In addition to a new, complete range of ceramics, in 2009, Duravit launched its first sauna on the market, as well as pools and ceramic kitchen sinks. Duravit also kept the personnel structures stable and did not scale them down in line with the downturn. In 2009, the Duravit Group had around 5,200 employees worldwide.
Key sales markets in 2009 were Central Europe, particularly Germany, Italy, Spain, United Kingdom and France, as well as the USA, the Near East and some Asian countries. The majority of sales were in the Euro region; within the Duravit Group, the international share of turnover totalled 75.1%.
Overall, Duravit operates with 27 affiliated companies and is present in more than 90 countries. Production takes place at several national and international locations: Hornberg, Schenkenzell, Meissen (Germany), Bischwiller (France), Cairo (Egypt), Istanbul (Turkey), Chongqing (China) and Bizerte (Tunisia).
Having invested in 2009 despite the global crisis, 2010 is to be a year of consolidation for Duravit. "All the investments we made in the structures in 2009 now have to bear fruit and yield profits. We have therefore budgeted an increase in sales for 2010." reports Chairman, Franz Kook. However, an extensive economic recovery cannot be expected just yet.
The chairman sees the "increasing complexity of the bathroom" as an important challenge for the future. The once sad functional area is today not only comfortably furnished but is also to become a relaxation zone for various kinds of wellness experiences. Franz Kook: "With this transformation of the bathroom into a "private spa", increasingly efficient products are moving into the bathroom and ensuring a new degree of comfort that goes far beyond taking a shower or bath or cleaning one's teeth. Whereas an illuminated mirror cabinet was once the height of technological sophistication, today's modern bathroom would be inconceivable without motors, controls, memory cards and remote controls."
Notes to Editor
About Duravit
Almost 200 years of bathroom history. It all begins in 1817, when George Friedrich Horn establishes an earthenware factory in Hornberg in the Black Forest. In 1842 the manufacture of tableware is extended to encompass sanitaryware products. The small earthenware factory has in the meantime become a global organisation that today produces sanitary ceramics, bathroom furniture, baths and spa products for dream bathrooms made by Duravit as well as products for the public and semi-public sectors.