Eduscho
Eduscho is now a brand name of Tchibo GmbH for the Gala coffee type in Germany . In Austria, Tchibo GmbH sells two brands: Eduscho and Tchibo. Before the takeover by Tchibo in 1997, Eduscho in Bremen was one of the largest German coffee roasters . It was founded in 1924 by Eduard Schopf , from whose name the company name (company) is derived (originally eduScho ).
history
Eduard Schopf has been producing roasted coffee since the 1920s , which was only sent directly to end customers by post. After his death in 1935, his widow Friedel Schopf transferred the general power of attorney over the Eduscho coffee roastery and the guardianship of the then six-year-old heir Rolf Schopf to his business partner Bernhard Rothfos . Shortly after the Second World War , the company was re-established and direct deliveries continued. In the 1950s, his son Rolf took over the company. In the 1980s and 1990s, Eduscho was still one of the leading coffee suppliers in the cooperation sector with small, local bakeries. This as depots designated shops in the store ( shop-in-shop principle) were given in the course of cooperation, a coffee shelf, regularly exchanged window displays for promotional goods ( " non-food article"; mostly clothing, electronic and household goods) as well as an illuminated Eduscho- Outdoor advertising . The bakery's customers could buy baked goods and coffee at the same time.
Another sales channel was created through the operation of our own branches with integrated coffee and cocoa bars at bar tables . Only Eduscho products (in addition to coffee and non-food products, also chocolate , pralines and tea ) were sold there by the company's own staff ; from 1969 also in Austria.
In the company's most successful years (1970s / 1980s), Eduscho sold everyday items on a large scale and at very affordable prices, which were normally sold in specialist shops. This new type of marketing of, for example, bicycles or books led to clear protests from the established specialist trade associations ; For example, bicycle dealers sold coffee packages for a short time at purchase price. In April 1977 Eduscho sold the already very successful book Der schenkte Gaul by Hildegard Knef in a printed edition of 200,000 copies at an extremely low price (7.95 DM for the hardback edition). As a result, other industries copied this sales model.
The coffee trade at that time did not yet sell fair trade or organic goods. The market was divided between the large roasters from Hamburg and Bremen. In addition to Eduscho, the types of coffee from Tchibo , Jacobs Kaffee and the ALDI retail chain's own brands were among the dominant branded coffees.
Takeover by Tchibo
In the 1980s and 1990s, the coffee market in Germany was fiercely competitive. The figures from October 1996 for the market share of roasted coffee by sales are exemplary:
- Jacobs with Onko and Hag 30.1%
- Tchibo 18.1%
- Melitta 11.1%
- Eduscho 10.6%
- Aldi 10.2%
- Dallmayr 7.4%
- Darboven 2.8%
- Others 9.7%
Since Eduscho generated less and less turnover and profit from the sale of coffee, it increasingly relied on non-food items. Tchibo was able to withstand the price war in the industry better because the company increasingly worked with the grocery stores, a segment that Eduscho did not supply. The price pressure came primarily from the ALDI chain's own brands . Their mixed calculation made it possible to set incentives for shopping in their branches with low coffee prices. The fact that Eduscho was given up as an independent company ultimately caused the high losses, especially in 1995 and 1996. Eduscho's prices were too high and the product ranges too unattractive, and there was a lack of funds for intensive marketing. With effect from January 1, 1997, Rolf Schopf, the son of the company founder, sold Eduscho to Tchibo, his main competitor in Hamburg. The real estate owned by Eduscho GmbH & Co. KG went to the real estate holding company of the Schopf family, H. Siedentopf GmbH & Co. KG. Tchibo restructured Eduscho extensively and, among other things, gave up parts of the range (chocolate, pralines, tea, jam). At the end of 1997, Tchibo Holding AG (today: Maxingvest AG) announced the transfer of purchasing of non-food items from Eduscho to Tchibo. A joint mail order business was also announced. At that time, Eduscho still had around 17,000 sales points of its own (depots). In the course of the 2000s, Eduscho was then given up as an independent brand. All of our own sales outlets in Germany have been converted to the Tchibo design; double locations closed.
Austria
In Austria, the Eduscho brand and company has its own company history and developed completely differently than in Germany. Eduscho (Austria) GmbH sells the two brands Tchibo and Eduscho. As an established brand, Eduscho is on the market with a large number of different types of coffee and mixed coffee drinks and maintains its own brand image . Tchibo / Eduscho describes itself as the Austrian market leader in the roasted coffee sector. The foreign branch for Slovenia is controlled from there.
Siedentopf GmbH
The former large coffee roastery and former rubber boiler H. Siedentopf has been owned by the Eduscho founding family Schopf since 1928. The business turned into a real estate holding company under the leadership of Rolf Schopf. In 2002 his son Bernd Schopf took over all shares in the company. Eduscho's real estate holdings at the Europahafen in Bremen will be continued under the name Siedentopf after the remaining company has been sold . In the course of the development of the port area towards Überseestadt , the property is being redesigned. The company now calls the company buildings that have been preserved on Lloydstrasse the Coffee Quarter . The high-bay warehouse on the Oldenburg railway line is now operated for Tchibo by the BLG Logistics Group . The Weser Tower designed by the architect Helmut Jahn , an office high-rise, was built on the wasteland in between.
Publications (selection)
- Eduscho's illustrated monthly , ed. from the Eduscho coffee roastery, from no. 1/1933
- Illustrated monthly , ed. from the Eduscho coffee roastery . Stalling, Oldenburg
- Eduscho-Mitteilungen , ed. from Eduscho-Kaffee-Tee-Cocoa-Import , Bremen; Journal proven up to issue 25.1957
Web links
- Homepage of the Eduscho Gala Coffee from Tchibo , accessed on May 17, 2012
- Homepage of Tchibo / Eduscho in Austria with its own URL, accessed on May 17, 2012
- Homepage of Tchibo Switzerland . (In Switzerland there is only Tchibo. Eduscho is known in Germany and Austria)
Individual evidence
- ↑ Tchibo's homepage
- ↑ Success makes you sluggish . In: Der Spiegel . No. 10 , 1986 ( online ).
- ↑ From the Knef Vita
- ↑ Fusions: raise your cup . In: Der Spiegel . No. 51 , 1996 ( online - GfK household panel).
- ↑ Fusions: raise your cup . In: Der Spiegel . No. 51 , 1996 ( online ).
- ↑ Hanseatic Melange . In: Die Zeit , No. 52/1996
- ↑ Tchibo-Eduscho: History. Retrieved March 12, 2020 .
- ↑ History of H.Siedentopf on siedentopf.de
- ↑ Siedentopf homepage , accessed on May 17, 2012
- ↑ a b c Compare the information under the GND number of the German National Library