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Leifheit Aktiengesellschaft: Leifheit presents a new Group strategy, stable turnover for the Group and significant growth in its Brand Business in 2014 - Seite 2

million in the previous year.

The "Leifheit 2020" strategy is already making its mark on plans for 2015

The Leifheit AG Board of Management took the opportunity to unveil a
revised Group strategy and the "Leifheit 2020" vision at the time of
presenting its preliminary figures for 2014. "In essence, we are
positioning the Leifheit brand in the future as the experts for easy and
convenient clean and care in the household. At the same time, the Soehnle
brand will be significantly strengthened and aligned more closely with the
core brand. We are therefore continuing our efforts to improve
profitability and to strengthen our brands; at the same time, we set new
impulses for our future product range," according to Thomas Radke, CEO of
Leifheit AG.

A significant focus of the strategy is to attract additional target groups
through a holistic category approach in the core categories of clean and
care including new price segments. Leifheit wants to pave the way to
success by aligning its entire value chain to consumer needs and to boost
its investment in innovation, development and marketing power.

"What that means for us specifically is that we will become the leading
experts on solutions that make everyday life at home more easy and
convenient," explained Thomas Radke. As part of this strategy, Leifheit
will also aim to address individual purchasing behaviour. "We will focus on
our target groups wherever they buy their household items, both in physical
shops and online. Consumers who are looking for quality branded products
need look no further than the products offered by Leifheit and Soehnle.
However, in future we will also cater for the quality-conscious consumer
looking for mid-priced products." The company also provides retailers with
tailored solutions for differentiation as part of its POS excellence
initiatives.

The new strategic guidelines have given a clear focus for the current 2015
financial year. Therefore, for the financial year 2015 the Board of
Management expects a stable turnover for the Leifheit Group, Brand business
growth between 1 and 3% and EBIT at the same level as for 2014 after
adjustments for foreign currency results.

New product ideas at the Ambiente trade fair

Every year, Leifheit exhibits its latest trends and innovations at the
Ambiente international consumer goods fair in Frankfurt. This year,
Leifheit will show the new range of Xtra Clean brooms with their X-shaped
arrangement of bristles, thus further expanding its range of cleaning
products. Additionally, Leifheit will exhibit the new generation of its