Livingstone’s Consumer sector team has advised the shareholders of August Siekmann Möbelwerke GmbH & Co. KG (“SieMatic”) in a transaction bringing the Chinese Nison-Group as a majority shareholder on board.
As one of the world’s leading manufacturers of kitchen furniture in the premium segment, a production site in Löhne/Germany and a presence in more than 60 countries, SieMatic stands for highest quality and outstanding design “Made in Germany” and is an internationally recognized premium brand.
SieMatic’s strong market position in established markets should in the future be complemented by a strong presence in the Chinese market, which will be key for future growth. In a challenging environment for the entire kitchen industry the family shareholders of SieMatic were looking for a strategic partner to leverage its market access and to secure future growth of SieMatic-Group.
“SieMatic is very well positioned as a premium brand, especially in the core markets of Europe and the United States. Now we want to embark on the next step in our development together with the Nison-Group to grow faster in the key market of China”, said Ulrich W. Siekmann, CEO and shareholder of SieMatic. “We are delighted to have the Nison-Group on board, a partner and expert with a long-term orientation who will support us in the course we have adopted and with our brand strategy.”
The Nison-Group is a family-owned company, founded back in 1994 and headquartered in Suzhou, PR China. Beside of activities in the real estate area, the Nison Group managed to become the Chinese market leader in the quality home appliance sector and has developed highly respected premium brands under one roof. In 2016, the Nison-Group, comprising the quoted KingClean Electric Co., Ltd. and employing around 10,000 people, generated around US$ 900 mill. in sales.
Nison’s Chinese strategic perspective is summarized by Zugen Ni founder and Chairman of the Nison-Group: “The planned alliance offers both companies excellent opportunities for future development: SieMatic is one of the best-known premium vendors in the global kitchen market and will enable us to expand our portfolio ideally. We aim to apply SieMatic’s brand strategy to the Chinese market to significantly boost sales by using our extensive market expertise. Especially in the premium segment, we can observe growing demand in China for high-quality craftsmanship, as well as greater sustainability and individualization. SieMatic therefore has outstanding growth opportunities and fits very well with us.”
As the exclusive M&A-advisor Livingstone provided an integrated team in order to handle the specific requirements of a Sino-German transaction.
“We are pleased that we could advise the shareholders of SieMatic as a family-owned and managed company with a long lasting tradition and commitment of the family in this pathbreaking decision for the company’s future. From the very beginning of the discussion with Nison-Group there was a joint understanding between the parties of the compelling logic of this transaction which helped us to find an overall solution which works for both parties” added Ralph Hagelgans, Partner at Livingstone together with Baoshan Bao, Managing Director at Livingstone.