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|  | 10.07.2012
Rodenstock: New strategy starts to take effect
The Rodenstock Group, one of the leading global
manufacturers of spectacle lenses and frames has brought the
first half of 2011 to a successful close. According to
provision, unaudited figures, turnover rose by 7 percent to a
total of 196.3 million euros (previous year: 183.6 million
euros). Lenses (7.4 percent) and the international business
(13.2 percent) accounted for a disproportionately high share of
this growth. The number of lenses sold increased by 9 percent to
10.6 million. Sales of frames remained stable at around 700,000
units.
"These figures show clearly
that our new strategy is starting to take effect", said
Rodenstock CEO Oliver Kastalio on Tuesday to representatives of
the press in Munich. "The recovery of the Rodenstock
brand and our focus on the lens business is obviously bearing
fruit." In addition the strict focus of the
organisation on the needs of markets and customers is also
starting to pay dividends.
2011
still dominated by refinancing
Despite the
difficult market conditions and massive pressure on prices, the
2011 financial year was brought to a close with turnover up by
1.5 percent. Over the last year the Rodenstock Group recorded
turnover of 365.9 million euros compared to 360.5 million in the
year before.
"2011 was dominated
by talks with banks about refinancing. We therefore had to
instigate measures to build confidence with uncertain customers
to keep our customer base stable", explained Kastalio.
For example the trade was granted selective discounts and
subsidies for marketing promotions, "Without these
necessary investments in long term customer relationships our
turnover growth in lenses would have been over 4
percent", said Kastalio.
The CEO
regards 2011 overall as very positive, "It was a very
successful year. We slightly exceeded our turnover and profit
targets. The many reactions we have had have shown us that our
customers, employees, owners, suppliers and banks are once again
looking forward confidently to the development of the Rodenstock
Group."
The CEO went on to say
that the group's main objective for the next few years
remains sustainable and profitable growth. The focal point of
the strategy is to strengthen the Rodenstock brand. Over the
past few months we have set a number of milestones, from the new
brand launch and the opening of the “House of Better Vision” on
the internet to the Rodenstock roadshow.
A
large number of projects has also been initiated and implemented
to strengthen the group's core lens business which
accounts for almost 80 percent of Rodenstock’s total turnover.
These range from bundling the planning and launch of new
products and the recategorisation of the portfolio to innovative
ophthalmic measuring systems such as the DNEye ®Scanner and
ImpressionIST® 3.
In the Eyewear
Division (frames), the company is concentrating on the
Rodenstock brand as well as its strong licensed brands which
have great turnover potential, such as Porsche Design. The brand
portfolio also contains other well-known brands such as
Mercedes-Benz, Alfred Dunhill and Baldessarini.
Focus on Germany and emerging
markets
Currently the company's
turnover is split almost evenly among Germany, other European
countries and the rest of the world. Rodenstock intends to
continue its growth in international markets over the next few
years. "We believe that there is a great deal of
potential in the emerging markets, for example the Near and
Middle East, the Asia-Pacific Region and in South
America", said Kastalio. But there is also plenty of
opportunity for further growth in the developed markets of other
European countries.
However, securing the
core market of Germany is particularly important for the
company’s strategy. "The German market remains the
mainstay of our business, accounting for around one-third of our
total turnover", said Kastalio.
further inquiry / contact person
Stefanie Biereder
printable version
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