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From Frank-Uwe Michel
The success story at Hirschfeld-based washing-up liquid manufacturer fit GmbH continues. It was only in May that Managing Director Wolfgang Groß, during a visit by Federal President Frank-Walter Steinmeier and Saxony's Minister President Michael Kretschmer (CDU) the rapid development of the company in recent years. The company, which was part of the Leuna combine in the GDR, is considered the fastest growing player in the industry and had the most successful year in the company's history in 2023: Not only 29 million fit bottles contributed to this, but also 50 million bottles of Kuschelweich, which has also been part of the company's portfolio since 2009.
Because the demand for fabric softener can hardly be satisfied, the company is now investing again. fit GmbH has announced that it will be expanding its production capacities with the help of 25 million euros. The site is to be modernized and expanded - with a sum that has never before been seen here on this scale. The money will flow into new machines, but will also be invested in construction activities. In response to an inquiry from the SZ, the company announced that five million euros will be spent on the expansion of production halls and warehouses alone. However, there will be no separate new buildings. Existing buildings will be enlarged, they say. Initial work has already begun.
At 20 million euros, by far the largest part of the total sum will be used to purchase new, more efficient machines. For example, the fabric softener production facility is to be equipped with an additional agitator. A new filling line is also planned. The associated systems will be combined using block technology. This means that the bottle blowing machine, filling technology, capper and labeler will be located in a very small space. This saves space and increases efficiency.
This will have a significant impact on production output. "The new plant will have roughly double the output of the existing production lines," explains a company spokesperson. In total, around 50 additional trucks could then be delivered with Kuschel weich at full load every day. According to a survey by the Gesellschaft für Konsumforschung (GfK), 7.4 million households in Germany already buy fabric softener from Hirschfelde every year. This currently puts it in second place in this category, with Lebensmittelzeitung naming it the top brand for 2024 due to its strong growth. The increase in production figures and the continuing high demand could make it even more successful in the future.
© Matthias Weber/photoweber.de
This suggests that the investment will also increase the number of employees in the coming months. However, this is not the case. There are currently around 270 employees at fit GmbH, who work in three shifts, often seven days a week. The strain on staff is high, according to the company. The new machines, with their increased efficiency, should therefore primarily provide relief for the workforce - "so that weekends are generally free again for employees," says the spokesperson. In any case, the labor market is still quite clearly structured. However, many new workers are not expected to be needed. Instead, the company wants to find in-house solutions for operating the ultra-modern systems. There will be training courses to make staff fit for the new challenges.
However, there is still a little time before the "sharp start". The machines and systems have already been ordered. However, it is likely to be a good year before they are delivered, installed and put into operation. According to the current timeline, the investment measures should be completed by the end of 2025. This means that by then, other devices that are not directly related to production - such as compressed air systems and transformers - must also be up and running. They should ensure that up to 35 percent of energy is saved in the future.
Whether this will continue in the coming years after the largest single investment in the company's history due to the high demand for the other brands under the fit GmbH umbrella remains to be seen. In response to a SZ inquiry, the answer is evasive: the current investment "requires our full attention". Since the company was founded in 1993 and Wolfgang Groß joined as Managing Director, over 200 million euros have been invested. "We have been building and modernizing almost every year." This contributed to 2023 being the most successful year to date. The sale of 109 million products from the various brands generated an annual gross turnover of 363 million euros. Over 390 million euros are forecast for 2024.
