Melitta Europe –
Sales Europe Division
Melitta Europe – Sales Europe Division is responsible for the sale of all Melitta Group consumer products in the region Europe, Middle East, and Africa (EMEA), with the exception of the German coffee business. The best-known brands marketed by this division include Melitta®, Cilia®, Toppits®, Albal®, BacoFoil®, handy bag®, and Swirl®.
Key Figures ’20
Sales in € thous.
2020
504,875
2019
429,248
Employees, full-time employees, annual average
2020
437
2019
415
Headquarters
Minden, Germany
Our highlight of the year
Online sales booming.
High growth rates for e‑commerce
Our positioning
The aim of Melitta Sales Europe is to jointly market the Melitta Group’s consumer products in order to raise their international market presence and achieve synergy effects for the entire Group. Outside of Germany, the operating division is represented by the various national subsidiaries (Austria, Belgium, the Czech Republic, France, the Netherlands, Poland, Spain, Sweden, Switzerland, and the UK) or by selected distributors. There are also sales activities in Denmark, Finland, Ireland, Norway, and Portugal.
Our strategy
The strategy of Melitta Sales Europe targets sustainable growth by expanding market share throughout the EMEA region. The most important success factors include brand awareness, product benefits for consumers, the selection of the right distribution channels, process efficiency, and the sustainability-oriented actions and mindset of the company’s employees.
Market and business trends in 2020
Despite facing challenging conditions as a result of the COVID-19 pandemic, Melitta Sales Europe achieved double-digit sales growth in 2020. The operating division succeeded in expanding the market shares and footprint of the brands it markets in all regions and segments. In Poland, the sales activities of Worwo – a manufacturer of vacuum cleaner bags and holding plates acquired in 2018 – were also successfully integrated in the past fiscal year. The positive development of the operating division was helped considerably by the digitization efforts pursued in recent years.
Outlook 2021
Fiscal 2021 is still likely to be strongly impacted by the effects of the COVID-19 pandemic. Nevertheless, Melitta Sales Europe believes it is well positioned to maintain its growth trajectory, not least on the basis of the results achieved in 2020. In 2021, the operating division will focus on driving its internationalization by raising the reach and awareness of the brands it markets across the entire EMEA region. In addition, further digitization of the business is planned with the expansion of the e-shop network.