Florena
| Beiersdorf Manufacturing Waldheim (formerly Florena Cosmetics GmbH) | |
|---|---|
| legal form | Company with limited liability |
| founding | 1852/1990 |
| Seat | Waldheim , Germany |
| management | Raimund Münch |
| Number of employees | 280 |
| Branch | Consumer goods production |
| Website | www.beiersdorf.de |
Florena is a traditional German cosmetics brand, whose origins lie in Waldheim in Saxony and whose production facility is run as a wholly-owned subsidiary today as Beiersdorf Manufacturing Waldheim GmbH. The brand has been part of Beiersdorf AG since 2002 . The company Waldheimer Parfümerie- und Toilettenseifenfabrik / Rosodont / Florena as well as the brand name are much older than the company Beiersdorf and Nivea.
history
Waldheim perfume and toilet soap factory
The factory for the preparation of chemical fertilizers was founded by the pharmacist and entrepreneur Adolf Heinrich August Bergmann (1799–1858) from Mühlberg as early as 1852, but it appeared under the name “Waldheimer Perfume and Toilet Soap Factory”. As early as 1823, Bergmann first founded a materials store in Waldheim, followed by a vinegar distillery, a chocolate factory and the production of smoking and snuff tobacco, and branches in Döbeln , Hartha and Roßwein . After a city fire in 1832 and the loss of the factory, the company began again in 1838 with the production of artificial fertilizers. In 1851 the production was switched to "dental soaps", a forerunner of today's toothpaste and toothbrushes, and in 1852 the "Waldheim Perfumery and Toilet Soap Factory " was founded. In 1854 production was expanded to include lichen and fine soaps and odontine, an anesthetic agent made from ether with clove and peppermint oil, and in 1856 to liquid hair soaps and milk soaps. After the company's founder died on July 23, 1858, the company was continued by his wife and then by his son Heinrich Richard Bergmann and later by his grandson August Heinrich Richard Bergmann (1887–1968). From 1876 there was a cooperation with the HO Schmidt Dampfseifen- & Glycerin Fabrik Döbeln of the founder Hermann-Otto Schmidt, who registered his Decenta Döbeln brand from 1938.
In 1889 Richard Bergmann (4th son of August Bergmann) registered his company in the commercial register as "Waldheimer Perfumery and Toilet Soap Factory AHA Bergmann" (AHAB). In 1897 around 800 different products are produced, from toothpaste to handkerchief perfume, from toilet soap to freckle milk.
On the company's 50th anniversary in 1902, 75 people were working in Waldheim. From 1904, Rosodont and Brunodont were the first two product names to be officially registered as brand names. The brand name Florena was first registered in April 1920 for a talcum powder at the Reich Patent Office in Munich . In 1928 the company was already supplying almost all of Europe, North and South America and South Africa. Bergmann's tooth cleaning products, which also helped the company through the Great Depression of 1929, continued to be a main product. Other products were 1929, the glycerin and honey cream and skin milk with the brand Ahabin the perfume Blütentau .
VEB Rosodont plant in Waldheim
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After the Second World War, the production facilities belonged to the Soviet zone of occupation in May 1945, and parts of the production for the Soviet Union were resumed at the end of 1945. The factory and the private property of the company's founder August Bergmann were expropriated without compensation after a referendum on June 30, 1946. The family flees to West Germany. From 1947 to 1949 it was subordinate to the German Economic Commission (DWK), which appointed the technical director Walter Schuricht as company manager and was appointed trustee after the transfer to public ownership. From 1949 to 1990 the nationalized company was located in the German Democratic Republic (GDR). From 1946 to 1970 the company was a state-owned company with the name VEB Rosodont Werk Waldheim . In 1948, the company joined the Association of Nationally Owned Enterprises (VVB) Sapotex and existed until 1952, after which it was used to manage state-owned companies in the organic-chemical industry. 1953 Kurt Fickert becomes the new operations manager. As early as the 1950s he offered a range of different cosmetic products under the name Florena, including Florena bath soap and Florena nut oil from 1952. The Florena universal cream was already available in round tin cans from 1955, and in the following decades until German reunification the name Florena became a generic term for GDR cosmetics. In 1955 the goods were mainly delivered to the Soviet Union via the interim storage facility in Bernau near Berlin and initially had to be protected by guards to avoid looting. In 1959, with neon advertising and advertising films, awareness is increased further. The first Florena cream in a blue and white can - analogous to the Nivea can in West Germany - came out in 1960. Around 700 people were employed. The West German company Beiersdorf in Hamburg subsequently tried unsuccessfully against the color of the can. After the lawsuits, the manufacturers agree that Florena may not be exported to the Western European market. The main export market was thus predominantly the member states of the Council for Mutual Economic Aid (Comecon) and states in the Middle East. Under the slogan “... and you feel good in your skin”, a new, closed advertising campaign for the universal cream followed from 1967. Several state-run associations of cosmetics manufacturers in the GDR resulted in numerous cosmetics products under the Florena umbrella brand.
VEB Florena Waldheim and VEB Chemisches Kombinat Miltitz
In 1970, under director Kurt Fickert, the plant was renamed VEB "Florena Waldheim" and the merger and subordination to the "VEB Chemisches Kombinat Miltitz" based in Leipzig . As a result, the VEB "Berlin Kosmetik Berlin", VEB "Gerana Kosmetik Gera", VEB "Episan Zeulenroda", VEB "Zitza Zeitz", VEB "Patina Halle" and VEB "Decenta Döbeln" were also able to use the Florena umbrella brand for products . In 1978 the Florena Creme appeared with an improved formulation and a new design.
VEB Kosmetikkombinat Berlin - chemical plant Miltitz - operating part Florena Waldheim-Döbeln
In 1981 the VEB "Florena Waldheim" and the Saxon VEB "Decenta Döbeln" are merged to form the "VEB Florena Waldheim-Döbeln" and subordinate to the "VEB Cosmetics Combine Berlin - Chemical Plant Miltitz - Branch Florena Waldheim-Döbeln". Heiner Hellfritzsch took over the management of the combine. It becomes the largest cosmetics manufacturer in the GDR. In 1989, permission production for the Nivea Creme from Beiersdorf began in Waldheim , so that from September 20, 1989, two blue and white cans with different names rolled off the line.
VEB Florena Waldheim / Döbeln
Under the former head of the combine, Heiner Hellfritzsch (* 1951), who was appointed by the Treuhandgesellschaft , and the other company members Günter Haferkorn and Reinhard Hübner, the application was made to continue the company under market conditions in the GDR and became VEB on February 1, 1990 "Florena Waldheim / Döbeln" approved.
Florena Cosmetic
In June 1990 the VEB Florena Waldheim / Döbeln became "Florena Cosmetic GmbH". In October 1990 the German reunification took place and the management team of the company with Heiner Hellfritzsch became shareholders. On January 1, 1992, the partnership agreement ( management buy-out ) was signed with the trust and effective retrospectively without the involvement of the former founding family. The company achieved a turnover of 20 million DM at that time, but as a result had to take on around 10 million DM in old debts including interest in addition to the purchase price and there was an investment backlog and according to the trust agreement the new owners should invest 5.6 million DM. Around 530 employees lost their jobs. 170 employees remained.
Florena is one of the few brands from the former GDR that was able to gain a foothold throughout Germany after the fall of the Wall and the peaceful revolution . 1997 a new bottling plant is put into operation. In 1998 the company's products were exported to over 35 countries and a packaging warehouse was opened (construction costs 4 million DM). In 2000 sales rose to around 100 million DM. With retroactive effect from January 1, 2001, the three shareholders sold around 24.9% of the shares in the company to Beiersdorf AG in Hamburg.
Takeover by Beiersdorf
Since 2002 Florena has been a 100% subsidiary of Beiersdorf AG , which also owns the competitor brand Nivea . Previously, Beiersdorf's stake was 24.9 percent. The company has its headquarters at the main factory in Waldheim , where, in addition to the actual Florena products, Nivea and Eucerin products are also manufactured. Uwe Finnern became the new managing director on April 1, 2002. In 2002 sales rose to 50.4 million euros. In 2006, the company achieved sales of 88.8 million euros under Managing Director Michael Hähnel and had 350 employees. In April 2009, Raimund Münch, who has been plant manager since 2007, took over the management of the subsidiary. In 2012 the subsidiary was renamed from Florena Cosmetic GmbH to Beiersdorf Manufacturing Waldheim GmbH (BMWa).
Since autumn 2014, the Florena brand has had a refreshed and typographically enhanced logo, a stylized leaf above the lettering. A total of 250 people are currently employed in Waldheim. In October 2014, the production of the Florena showers and soaps, the facial cleansing products with BIO-Aloe Vera, BIO-Olive Oil and BIO-Green Tea & Rice, the night care with BIO-Green Tea & Rice, the Florena men Sensitive Shaving Foam and the Shaving Gel and Comfort shaving gel set. Around 1.5 million Florena products are still manufactured every month at the production site in Waldheim.
The Waldheim site is to be closed in 2022.
Product series
- Florena care with organic burdock fruit
- Florena care with organic aloe vera
- Florena care with shea butter and organic argan oil
- Florena care with organic olive oil
- Florena care with organic green tea and rice
- Florena care with organic chamomile
- Florena care with Q10
literature
- “Florena - The East on your skin.” In: Arnd Zschiesche , Oliver Errichiello: The East Secret of Success: Survival strategies of the best brands - and what managers can learn from them. Gabler, Wiesbaden 2009, pp. 124 ff., ISBN 978-3-8349-1615-0 .
Web links
Individual evidence
- ↑ Cosmetics: What loves each other . In: Der Spiegel . No. 39 , 1993 ( online - 27 September 1993 ).
- ↑ https://www.impulse.de/unternehmen/verkaufsschlager-in-blau-weis/1009488.html
- ↑ http://www.beiersdorf.de/karriere/bereich-und-teams/unsere-tlösungen/beiersdorf-manufacturing-waldheim
- ↑ http://blog.deutscher-tele-markt.de/fuer-eine-starke-ausrichtung-responsive-website-fuer-florena/ Florena: new logo since autumn 2014
- ↑ https://www.florena.de/beratung-service/mehr-enthaben/wir-ververschieden-einige-unserer-produkte/