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Traditional brand Fit from Saxony: New owner secures the future!
The East German dishwashing liquid brand Fit is taken over by the Spanish BlueSun Group, and jobs will be retained.
Traditional brand Fit from Saxony: New owner secures the future!
The East German dishwashing liquid brand Fit has a new owner. As the Rhine Palatinate reported that the company was taken over by the Spanish BlueSun group. Despite the change of ownership, the location in Hirschfelde, Saxony, will remain intact and all jobs and company structures will remain unchanged. Fit GmbH employs around 290 people and generated sales of 377 million euros last year.
The Fit brand has a long history dating back to the 1950s. It was founded in 1954 by VEB Fettchemie Karl-Marx-Stadt, and in 1955 the Fit dishwashing liquid came onto the market. In addition to Fit, Fit GmbH's portfolio also includes brands such as Rei in der Tube, Kuschelweich, Sunil and Fenjal, which offer popular products in the cleaning and care sector.
Takeover and future prospects
Wolfgang Groß, the previous owner, sold the company for reasons of age. He had acquired the plant in 1993 and a sale was necessary to secure the future of the company. Loud n-tv Groß examined various options before the sale and had already held discussions with potential buyers. It was important to him to find a successor who would preserve the corporate culture and secure existing jobs.
The purchase price of the acquisition was not disclosed. The BlueSun Group is an established manufacturer of cleaning and care products, also active in the markets of Southern Europe, France, Benelux, the United Kingdom and Northern Europe. The new owner's goal will be to establish Fit's brands in new markets.
Market development and investments
Fit GmbH is experiencing positive market development, which is reflected in the sales figures. In the last five years, sales have more than doubled from 172 million euros in 2019 to an expected over 390 million euros this year. What is particularly noteworthy is that Fit recently invested 25 million euros in new machines to significantly increase production of the popular “Kuschelweich” fabric softener. This fabric softener already accounts for 55 percent of total sales, while Fit dishwashing liquid only contributes 21 percent. In total, the company offers 350 products that can be found in more than a third of German households.
The takeover of Fit by BlueSun represents an important step in the company's history and gives hope for a positive future for the traditional brand. Maintaining the location and jobs is likely to be particularly important for the Saxony region.