Emsa GmbH is strategically realigning its garden division
Download press release

From Emsdetten to the rest of the world:

Emsa Garden plans to tap into new markets

Emsa GmbH is strategically realigning its garden division. The aim is to tap into new markets while sustainably strengthening the company’s competitive position.

Emsa has recently realigned its garden business unit under the direction of Matthias Hemme in order to be able to recognise trends at an even earlier stage and respond to the demands of the market at an even faster rate. The objective is to fully exploit the potential of the market in the German-speaking region and optimally tap into other international markets with the Emsa and Esteras brands, while also sustainably strengthening the company’s competitive position. The initial results are already evident in the 2017 garden range. Another development which is set to offer key advantages in the future is the company’s membership of Groupe SEB.



Three materials, two brands

As a strategic response to the highly dynamic market for garden products, Emsa has established centres of excellence for plastic, fibre glass and terracotta in Germany, Vietnam and Greece respectively. The Emsa and Esteras brands thus allow the company to offer a variety of the most in-demand materials for planters & co. from a single source. And with the company’s centralised management from its head office in Emsdetten, it can respond quickly to the needs of the market and consumers, plus it can also flexibly adapt, extended and optimise the ranges for both brands. Continuous quality assurance and testing are guaranteed throughout the entire process chain, securing a decisive competitive advantage for the division as a whole.

Under the direction of Matthias Hemme, who has been in charge of the Emsa Garden Unit since 2007, the aim is tap into the markets in other international countries in addition to the main markets in Germany, Austria and Switzerland. “Our goal is to establish Emsa and Esteras as manufacturers of planters throughout Germany and Europe,” says Hemme. “And with Groupe SEB on our side as of this year, we now have a strong ‘parent company’ on board that places a strong emphasis on growth and offers us promising new possibilities for internationalisation,” explains the 50-year old executive.

Emsdetten, centre of excellence

The existing international organisation of SEB puts Emsa in the optimal position to realise this process of strategic reorientation. “The international centre of excellence for the garden sector is in Emsdetten. We can see interesting potential in this product sector – which is a new one for us – and we’re looking forward to working together to tap into other markets,” says Volker Lixfeld, Senior Vice President of Groupe SEB, a corporation which has not previously focussed on the garden segment as part of its core business activities. Emsa thus remains a powerful business partner for suppliers and retailers now that it has become a subsidiary of Groupe SEB. The company is looking forward to presenting a varied range of products in the upcoming garden season, with a whole host of new additions.

On the trail of trends

From outdoor living to urban gardening: the constant influx of new trends requires garden product suppliers to demonstrate innovative drive and increasingly flexibility. A glimpse into the 2017 garden range shows that Emsa is on the right track with the strategic realignment of its garden unit. “My City Garden” is Emsa Garden’s response to the trend for urban gardening. With a wide range of planters and trellis systems, it gives customers the perfect conditions for planting and harvesting their own herbs and vegetables. The focus is also on outdoor living in the new products from the strong-selling Casa series and the relaunch of the popular Landhaus range. The expansion of the Esteras XXL and Terraneo range also opens up new possibilities in terrace and garden design. Emsa will be presenting these new products and other innovations in Cologne from 4 to 6 September 2016 at spoga+gafa, the world’s leading gardening fair.


About Emsa

Under the marketing slogan “My World. My Home.”, Emsa offers a world full of great ideas while also combining indoor and outdoor lifestyles. Based in Emsdetten in North Rhine-Westphalia, the manufacturer of high-quality products for homes and garden has been rated among the 100 most innovative medium-sized companies in Germany every year since 2014. The company has already received multiple awards for its innovative drive and expertise. The company achieves its success thanks to the contributions of 400 employees at the Emsdetten site and around 750 employees worldwide. Emsa was acquired by the French corporation SEB in June 2016.

About Groupe SEB

As the world reference in small domestic equipment, Groupe SEB operates in nearly 150 countries with a unique portfolio of top brands including Tefal, Rowenta, Moulinex, Krups, Lagostina, All-Clad, and Supor, marketed through multi-format retailing. Selling some 250 million products a year, it deploys a long-term strategy focused on innovation, international development, competitiveness and service to clients. Groupe SEB has nearly 26,000 employees worldwide.



« back