Beiersdorf
Hamburg, Germany | |
Area served | Worldwide |
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Key people |
|
Products |
|
Revenue | €7.653 billion (2019)[1] |
€1.095 billion (2019)[1] | |
€736 million (2019)[1] | |
Total assets | €9.63 billion (2019)[2] |
Owner | Maxingvest (50.49%)[3] |
Number of employees | 20,654 (2019)[1] |
Website | www |
Beiersdorf AG is a German multinational company that manufactures personal-care products and pressure-sensitive adhesives headquartered in
Although its shares are publicly listed, Beiersdorf is controlled by
Corporate structure and business segments
Beiersdorf is organized in two separate business segments: consumer business and Tesa. The consumer business segment focuses on
Divisional organization
In 1974, the company introduced a divisional organization for cosmed, medical, pharma and Tesa. In 1989, the divisional organization was changed into skin care, adhesive products and wound care. The product range of
Affiliates worldwide
Beiersdorf is a global company with more than 160
History
The first steps
The company was founded in 1882 by pharmacist Paul Beiersdorf in Hamburg and sold to Oscar Troplowitz in 1890. Paul Beiersdorf's patent for the manufacture of coated plasters, dated 28 March 1882, is regarded as the foundation date of the company.
In 1909, their first lip care stick, named Labello, was launched. Troplowitz kept working with his scientific consultant
The company kept growing: while in 1890 there were only eleven employees, in 1918 the company already employed about 500 people. In 1892 Troplowitz bought a property for the new company's headquarters and Beiersdorf moved to Hamburg-
Oscar Troplowitz and his co-partner Otto Hanns Mankiewicz both died in 1918. Due to this, Beiersdorf had to change its legal form. Finally, on 1 June 1922 the stock company P. Beiersdorf & Co. AG was founded. In the same year
In 1928, the Beiersdorf stocks were dealt for the first time on the stock exchange in Hamburg. Globally, more than 20 production sites existed. Numerous products like shaving cream or shampoo were launched in the 1930s. When Beiersdorf celebrated its 50th company anniversary in 1932, it already employed more than 1.400 employees. In 1936, Tesa was introduced as umbrella brand for self-adhesive technology. The first product was the transparent self-adhesive film known as Tesa film.
During the Second World War
Due to the pressure of the
After the 1950s
In 1951, the company launched its first deodorizing soap. This was the beginning of the 8x4 brand.
In 1972, Beiersdorf employed more than 10,000 people worldwide. In 1974, the company established a divisional organization, divided into cosmetics, medical, pharma and Tesa. Also, Max Herz' heirs (Tchibo) took over a share of 25 percent of the company.
In 1981 Beiersdorf had a turnover of 2 billion Deutsche Mark. In 1989, the company started to change its strategic orientation to focus on three key areas: skin care, adhesives technology and wound management. Beiersdorf aligned its range of products according to these key areas and expanded the Nivea and Tesa product ranges. The company standardized the production processes, unified the international brand policy and focused on cosmetics. The Nivea ranges were the most successful, including the cream including anti-ageing, baby and sun care products.[5]
In the 1990s, Beiersdorf repurchased the last missing trademark rights, especially in
Since 2000
In 2001, Tesa was founded as a subsidiary of Beiersdorf AG. From the very first year, Tesa could assert its position in the market. Today it offers about 6,500 different adhesive products and adhesive systems.[5]
On 1 April 2001, the company founded an independent subsidiary, BSN Medical, as a joint venture of Beiersdorf (Hamburg) and the British-based, American-owned
Another subsidiary, "Beiersdorf Shared Services GmbH" was founded in 2002.[9] BSS, to which Beiersdorf's IT and accounting services were outsourced, operates independently but serves as an internal partner for the whole Beiersdorf group. BSS employs 350 people worldwide, 275 of them in Hamburg.
In 2003, a two-year bidding war ended. Procter & Gamble, an American competitor, had sought to purchase Beiersdorf and proposed a take-over deal to Allianz insurance, which then held 19.6% of Beiersdorf's stock. Fearing that Procter & Gamble was interested only in Beiersdorf's brands and not in the company as a whole, many in Hamburg preferred to retain local ownership. The city of Hamburg and its state-owned holding company HGV created such a solution. The Herz family, owner of the German company Tchibo, who already had a stake in Beiersdorf, increased their holdings to 49.9%. Allianz still held 3.6%; Beiersdorf AG bought up 7.4% of its shares, of which 3% were given to the Beiersdorf pension fund. Another share holder, a private family, retained their share. This public-private alliance ensured that Beiersdorf's headquarters would remain in Hamburg and continue to provide hundreds of jobs, while paying taxes of approximately €200 million annually.[10] In June 2009 Allianz reduced its holdings from 7.2 to 2.88 percent.[11]
Beiersdorf has been present in India since the 1930s through its brand Nivea. For over 70 years, all of Beiersdorf's products were imported. However, Beiersdorf built its first manufacturing facility in the Sanand, Gujarat. This factory also houses an R&D facility which focuses on innovations for Indian consumers as well as other markets.[12]
In 2006, the first Nivea Haus in the world opened on Hamburg's Jungfernstieg; others opened in the following years, e.g. in Berlin and Dubai.[13]
Beiersdorf was fined by Autorité de la concurrence in France in 2016 for price-fixing on personal hygiene products.[14]
Stock exchange
Since 22 December 2008, Beiersdorf AG has been traded on the Deutschen Aktienindex (DAX). [15][16]
References
- ^ a b c d "Annual Report 2019". Beiersdorf. Retrieved 9 June 2020.
- ^ "Beiersdorf on the Forbes World's Best Employers List". Forbes. Retrieved 22 January 2019.
- ^ a b "maxingvest ag - The holding company and its sub-groups". www.maxingvest.de. Retrieved 22 January 2019.
- ^ "Our Brands | Beiersdorf".
- ^ a b c d "History of Beiersdorf AG – FundingUniverse". www.fundinguniverse.com. Retrieved 22 January 2019.
- ^ "Qatar distributor honoured with Beiersdorf best performance award". Gulf-Times (in Arabic). 15 May 2014. Retrieved 18 June 2018.
- ^ "Beiersdorf AG: The Research Centre". Archived from the original on 8 October 2015. Retrieved 22 January 2019.
- ^ "Beiersdorf Worldwide". Beiersdorf. Retrieved 22 January 2019.
- ^ "Beiersdorf Shared Services". Retrieved 23 June 2016.
- ^ "Sieg für Hamburg: Tchibo und Stadt kaufen Beiersdorf". Hamburger Abendblatt. 24 October 2003. Retrieved 8 September 2009.
- ^ "Allianz reduziert Anteil an Beiersdorf-Konzern". Die Welt. 27 June 2009. Retrieved 8 September 2010.
- ^ "Narendra Modi's Gujarat wins Nivea's first India plant". www.businesstoday.in. Retrieved 22 January 2019.
- ^ "Beiersdorf Opens NIVEA Haus in Berlin". www.worldpressonline.com. Retrieved 22 January 2019.
- ^ "Huge price-fixing fine is upheld". The Connexion. 28 October 2016. Archived from the original on 9 February 2017.
- ^ "Dermal Filler Course". www.skinoza.co.uk. Retrieved 12 June 2021.
- ^ "Dermal Fillers and Lip Filler Courses Online". www.skinoza.co.uk. Retrieved 19 January 2022.