GEISLINGEN/STEIGE – The WMF Group plans to streamline its brand portfolio within the framework of its strategic transformation programme.
In the future, the company plans to give even greater focus to tableware, kitchen products and professional coffee machines.
With this in mind, WMF has found a strategic solution for its brand Alfi.
The traditional Alfi brand, which has established its high-quality insulated jugs on the German market as part of the WMF portfolio, will be sold to Thermos, the world’s leading manufacturer of portable insulated food and beverage containers. The two parties have agreed not to divulge the purchase price.
“The Alfi brand is synonymous with high quality and has been extremely successful in recent years, particularly with its outdoors products,” says WMF Chairman of the Executive Board Peter Feld.
“In future our prime focuses are premium tableware and kitchen products and professional coffee machines.”
Alfi’s new owner, Thermos, hopes to establish Alfi on the Asian market and to expand Thermos and Alfi globally. Alfi products will continue to be available at WMF stores.
“We are pleased that we have found in Thermos a suitable owner for Alfi, one that will help the brand develop in the long term and which provides the company and its employees with new perspectives for growth,” Peter Feld adds.
“The Alfi brand has been at the forefront of bringing quality products to consumers for 100 years. We are excited to join our two companies together to create the most innovative containers for consuming foods and beverages on the go,” says Rick Dias, President, Chief Operating Officer, Thermos L.L.C.
The sale of Alfi will enable the WMF Group to focus in the future upon the core brands WMF, Silit and Kaiser – within the Global Consumer Goods business unit.
WMF’s strategic transformation programme is designed to help the group become the market leader in premium tableware, kitchen products and professional coffee machines.