Sundern, 30 May 2018 - What will happen after the transfer of all business shares of SEVERIN Elektrogeräte GmbH to investor family Knauf? At the first staff meeting after the transfer, the new management board provided insights into new strategies, orientations and objectives.
The core objectives set for SEVERIN by managing directors Christian Strebl and Ulrich Cramer include the brand’s enhancement, the emulation of market trends, a focus on core competencies and the utilisation of expansion possibilities. As regards the approx. 300 employees in Sundern, a further internal maxim also applies with immediate effect: more transparency. The first staff meeting under the new management, which took place in Sundern on 30 May 2018, offered opportunities for in-depth insights into future plans and also provided a platform to ask questions and to introduce the new team.

Since 1 May 2018, the operative business has been in the hands of Christian Strebl and current commercial director Ulrich Cramer. They are supported in this undertaking by long-standing employees who form the new leadership team. Family Knauf will remain in the background as a long-term investor and will not play a role in the operative business of SEVERIN, as has been the case to date. Christian Strebl emphasises: “We are delighted to be able to draw on the valuable know-how of our employees, forming such a strong management team from within our own ranks. This is the first operative proof that we are investing in our employees’ development. It goes without saying that our team will continue to grow – we are currently looking to fill the positions Head of Sales National and Head of Product Management in our leadership division.

However, changes aren’t only afoot at management level: “We will optimise processes and operations across all departments, and create future-proof interfaces. People management will play an important role. In the process, we will attach great importance to the diverse talents of our employees, who, on average, have been serving our company for 17 years, to promote and use these skills systematically. Only with the dedication and passion of each individual can we achieve our ambitious goal of becoming a global competence partner in the area of large and small electrical domestic appliances,” says Christian Strebl.

Of course, the products, in addition to staff know-how, constitute the key to success: “In future, we must set ourselves apart from the competition with new and further developments of product categories, innovations, individual technology and attractive design. This is the only way in which we can continuously expand the value and perception of the brand, lending our new claim "SEVERIN – friends for life" emphasis,” explains Ulrich Cramer. In this context, the claims “Made in Germany” or “German Quality” play a crucial role, as well as what is now the company’s 126-year history.

To consolidate SEVERIN’s competitiveness, it will be important to respond more intensively to consumer needs in future. “Customers are our key sources of inspiration. Customers determine the new market trends, which we recognise and utilise for ourselves in order to be successful even in five to ten years from now. We will create an originator effect with worth, tactile quality and recognition value for a clear positioning as a recommendable brand,” comments Christian Strebl.

So the course is set for a successful realignment of the SEVERIN brand. The team will present the initial results at this year’s IFA trade fair.