BATHS Austria - BRG Building Solutions

THE EUROPEAN BATHROOM 

PRODUCT MARKETS 

(2010 UPDATE) 

FINAL VERSION 

AUSTRIA 

FULL OPTION 

SAMPLE 

BRG Consult 

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97 - 107 Uxbridge Road 

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Email: brg@brgconsult.com 

www.brgconsult.com 

August 2010

AT Full Bathrooms 

AT Full Bathrooms - Title Page 

Table of Contents 

Background : Austrian Bathroom - Report 

1.0 Title Page 1 

1.1.1 Demographic & Household Profile 2 

1.1.2 Population & Household Trends and Forecasts 2 

1.1.3 Demographics and Households 3 

1.2.1 Macro-Economic Trends and Forecasts 5 

1.2.2 Macro-Economic Overview 5 

1.3.1 Dwelling Construction - Trends and Forecasts 6 

1.3.2 Construction Overview 7 

1.4.1 Dwelling Stock by Type 8 

1.4.2 Dwelling Stock by Tenure 8 

1.4.3 Building Stock 9 

1.5.1 Park 11 

1.6.1 Structure of Demand 12 

The Austrian Distribution Sector - Bathroom 

2.0 Title Page 13 

2.1 Structural Analysis 14 

2.2 Summary of Leading Distributors 15 

2.3 The Wholesale and Merchant Trades 16 

2.4 The Retail Trades 20 

The Austrian Baths Market - Report 

SAMPLE 

3.0 Title Page : Baths 25 

3.1.1 Historical Trends and Forecasts : Baths 26 

3.1.2 Trends and Product Segmentation : Baths 27 

3.1.3 Forecasting Basis : Baths 30 

3.2.1 Prices and Market Values : Baths 32 

3.2.2 Price Segmentation : Baths 33 

3.2.3 Prices and Market Values : Baths 34 

3.3.1 Market Shares: Steel Baths 35 

3.3.2 Market Shares: Synthetic Baths 35 

3.3.3 Supply Patterns & Trends : Baths 36 

3.4.1/2 Imports & Exports : Cast Iron Baths / Shower Trays 41 

© BRG CONSULT

3.4.3/4 Imports & Exports : Steel Baths / Shower Trays 42 

3.4.5/6 Imports & Exports : Synthetic Baths / Shower Trays 43 

3.5.1 Distribution Flow : Baths 44 

3.5.2 Distribution and End Use : Baths 45 

The Austrian Shower Trays Market - Report 

3A.0 Title Page : Shower Trays 46 

3A.1.1 Historical Trends and Forecasts : Shower Trays 47 

3A.1.2 Trends and Product Segmentation : Shower Trays 48 

3A.1.3 Forecasting Basis : Shower Trays 50 

3A.2.1 Prices and Market Values : Shower Trays 51 

3A.2.2 Price Segmentation: Shower Trays 52 

3A.2.3 Prices and Market Values : Shower Trays 53 

3A.3.1 Market Shares : Steel / Cast Iron Shower Trays 54 

3A.3.2 Market Shares : Synthetic Shower Trays 54 

3A.3.3 Supply Patterns & Trends : Shower Trays 55 

3A.4.1 Distribution Flow : Shower Trays 57 

3A.4.2 Distribution and End Use : Shower Trays 58 

The Austrian Sanitary Ware Market - Report 

4.0 Title Page : Sanitary Ware 59 

4.1.1 Historical Trends and Forecasts : Sanitary Ware 60 

4.1.2 Sales by Product Type : Ceramic Sanitary Ware 61 

4.1.3 Trends by Product Type : Ceramic Sanitary Ware 62 

SAMPLE 

4.1.4 Sales by Product Type : Non Ceramics 63 

4.1.5 Trends & Forecasts: Installation Modules 64 

4.1.6 Trends and Product Segmentation : Sanitary Ware 65 

4.1.7 Forecasting Basis : Sanitary Ware 69 

4.2.1 Prices and Market Values : Sanitary Ware 70 

4.2.2 Price Segmentation : Ceramic Sanitary Ware 71 

4.2.3 Values by Product Type : Ceramic Sanitary Ware 72 

4.2.4 Values by Product Type : Conc. Plastic Cisterns 73 

4.2.5 Prices and Market Values : Sanitary Ware 74 

4.3.1 Market Shares : Ceramic Sanitary Ware 76 

4.3.2 Market Shares : Exposed Plastic Cisterns 76 

4.3.3 Market Shares : Concealed Plastic Cisterns 77 

4.3.4 Market Shares : Installation Modules 78 

4.3.5 Supply Patterns & Trends : Sanitary Ware 79 


4.4.1/2 Imports (By Type) : Ceramic Sanitary Ware 85 

4.4.3 Imports (Total) : Ceramic Sanitary Ware 86 

4.4.4/5 Exports (By Type) : Ceramic Sanitary Ware 87 

4.4.6 Exports (Total) : Ceramic Sanitary Ware 88 

4.4.7/8 Imports & Exports : Plastic Cisterns 89 

4.5.1 Distribution Flow : Ceramic Sanitary Ware 90 

4.5.2 Detailed End Use : Ceramic Sanitary Ware 91 

4.5.3 Distribution and End Use : Sanitary Ware 92 

The Austrian Taps & Mixers Market - Report 

5.0 Title Page : Taps & Mixers 94 

5.1.1 Historical Trends and Forecasts : Taps & Mixers 95 

5.1.2 Sales by Type & Application : Taps & Mixers 96 

5.1.3- 

1&2 

Segmentation by Installation : Taps & Mixers 97 

5.1.4 Trends and Product Segmentation : Taps & Mixers 98 

5.1.5 Forecasting Basis : Taps & Mixers 100 

5.2.1 Prices & Market Values : Taps & Mixers 101 

5.2.2 Price Segmentation : Taps & Mixers 102 

5.2.3 Prices and Market Values : Taps & Mixers 103 

5.3.1 Market Shares : Taps & Mixers 105 

5.3.2 Supply Patterns & Trends : Taps & Mixers 106 

5.4.1/2 Imports : Taps & Mixers 110 

5.4.3 Imports (Combined) : Taps & Mixers 111 

5.4.4 Exports : Mixers 112 

5.4.5 Exports : Taps 113 

5.4.6 Exports (Combined) : Taps & Mixers 114 

5.5.1 Distribution Flow : Sanitary Taps & Mixers 115 

5.5.2 Distribution Flow : Kitchen Taps & Mixers 116 

5.5.3 Detailed End Use : Taps & Mixers 117 

5.5.4 Distribution and End Use : Taps & Mixers 118 

5.6.1 Summary of Self-Closing T&M and Flushing Valves 120 

5.6.2 Overview of Self-Closing T&M and Flushing Valves 121 

The Austrian Shower Wall Market - Report 

SAMPLE 

6.0 Title Page : Shower Wall 122 

6.1.1 Historical Trends and Forecasts : Shower Wall 123 

6.1.2 Segmentation by Material : Shower Wall 124 


6.1.3 Segmentation by Type : Shower Enclosures 125 

6.1.4 Segmentation by Door Type : Shower Enclosures 125 

6.1.5 Trends and Product Segmentation : Shower Wall 126 

6.1.6 Forecasting Basis : Shower Wall 131 

6.2.1 Prices and Market Values : Shower Wall 132 

6.2.2 Price Segmentation : Shower Wall 133 

6.2.3 Prices and Market Values : Shower Wall 134 

6.3.1 Market Shares : Shower Enclosures 136 

6.3.2 Market Shares : Shower Cubicles 136 

6.3.3 Market Shares : Bath Screens 137 

6.3.4 Supply Patterns & Trends : Shower Wall 138 

6.4.1 Distribution Flow : Shower Wall 140 

6.4.2 Distribution and End Use : Shower Wall 141 

The Austrian Hydrotherapy Market - Report 

7.0 Title Page : Hydrotherapy 142 

7.1.1 Historical Trends and Forecasts : Hydrotherapy 143 

7.1.2 Trends and Product Segmentation : Hydrotherapy 144 

7.1.3 Forecasting Basis : Hydrotherapy 146 

7.2.1 Prices and Market Values : Hydrotherapy 148 

7.2.2 Price Segmentation : Hydrotherapy 149 

7.2.3 Prices and Market Values : Hydrotherapy 150 

7.3.1 Market Shares : Hydromassage Baths 152 

7.3.2 Market Shares : Hydrotherapy Cubicles 152 

7.3.3 Market Shares : Combined Products 153 

7.3.4 Market Shares : Shower Panels 153 

7.3.5 Supply Patterns & Trends : Hydrotherapy 154 

7.4.1 Distribution Flow : Hydrotherapy 156 

7.4.2 Distribution and End Use : Hydrotherapy 157 

Appendix A - Company Profiles 

Appendix B - Distributor Profiles 

SAMPLE 


BACKGROUND 

Austria 

SAMPLE 


CP House 




Tel: +44 (0) 208 832 7860 

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© BRG CONSULT Page 1 

August 2010

1.1.1 

1.1.2 

Demographic & Household Profile 

Fig. 1.1.1 AT 

Source: BRG CONSULT based on Country Statistics 

Population & Household Trends and Forecasts 

Fig. 1.1.2 AT 


SAMPLE 

© BRG CONSULT Page 2

1.1.3 Demographics and Households 

Geography and Demographics 

The territory of the Austrian Republic extends 294 km north to south and 573 

km east to west. Austria is comparable in size to Portugal and Hungary, covering 

an area of 83,859 km². 

Historically, the bridge between western Europe and central and eastern Europe 

because of its location, Austria has common borders with Germany, Switzerland, 

Liechtenstein, Italy, Slovenia, Hungary, Slovakia and the Czech Republic. 

Austria is divided into 9 administrative regions known as Bundesländer. These 9 

regions are, in turn, made up of 99 political districts called politische 

Bezirke. Among these, there are 15 cities with a specific status (Stadtbezirke) and 

the remaining 84 districts are in rural areas known as Landbezirke. The lowest 

levels of administration are the 2,359 local districts or Ortsgemeinden. 

Fig 1.1.1 shows the average demographics and households in Austria in 2009. 

In 2009, the total resident population was 8,369,000. With almost 100 inhabitants 

per km², Austria is one of the least densely populated countries in Europe. The 

resident population has been growing steadily since 1983, mainly as a result of 

immigration from eastern European and Middle Eastern countries. Total population 

is expected to grow in the next 45 years, with the rate growth declining over time. 

Despite significant differences in rate growth among different regions, the fastest 

growing regions are, Vienna and Lower Austria and the lowest growth rates are 

observed in Karnten and Steiermark. 

In line with most other European countries, Austria has an ageing population 

pattern. The number of births fell from 95,302 in 1992 down to just 76,344 in 

2009. The birth figures in 2001 were the lowest registered in Austria for decades. In 

2004, births increased to 78,029, their highest level since 1999, despite the overall 

declining trend. Even though the number of births declined again in 2005, the most 

recent data for 2008 shows positive development. During 2009, of the total 

population, 14.9% were under 15, 61.9% were between 15 and 60 and 23.2% were 

over 60. The Austrian Statistical Bureau forecasts a change to the overall 

population pattern by 2030. The expectation is that 14.2% would be under 15, 

55.2% would be between 15 and 59 and 30.6% would be over 60 years old. 

Housing Stock 

SAMPLE 

According to the latest figures available from the Austrian Institute of Statistics, it is 

estimated that the number of private households as primary dwellings stood at 

3,598,000 in 2009. In 2009, the average household size was estimated at around 

2.3 residents compared to 3.0 in 1970. In 1951, single person households 

accounted for 17.5% of private households compared to 35.7% in 2009. The trend 


towards single person households is expected to increase in the coming years. The 

main drivers of this trend are the growing proportion of 60+ in the population, 

higher life expectancy and an increase in the number of 2-person households. 

Overview 

In Austria, the proportion of houses and apartments varies widely from one region 

to another. In big cities such as Wien or Salzburg, flats have a large share, 

compared to the countryside where family houses are more popular. 

Housing Stock by Age 

According to official Austrian statistics from 2009, 23.4% of the primary dwelling 

stock was built before 1945, 43.2% between 1945 and 1980 and 33.4% after 1981. 

In Vienna, the share of old dwellings is the highest, around 39.9% of dwellings 

were built before 1945, 28.4% were built before 1919 and 22.4% after 1981. At the 

other end of the scale, Vorarlberg is the region with the largest share of new 

dwellings, with 44.8% of the primary dwelling stock built after 1981. 

Availability of Basic Amenities 

Over 90.9% of the primary dwellings had central heating, bath, shower and WC in 

2009, compared with 87.5% in 2000. The number of dwellings with single-room 

heating fell from 10.7% in 2000 to 7.0% in 2009. 

SAMPLE 


1.2.1 

1.2.2 

Macro-Economic Trends and Forecasts 

Fig. 1.2.1 AT 

Source: OECD and Country Statistics 

Macro-Economic Overview 

Austria, with its well-developed market economy and high standard of living, is 

closely tied to other EU economies, especially Germany's. Following several years 

of solid foreign demand for Austrian exports and record employment growth, the 

international financial crisis and global economic downturn in 2008 led to a 

recession in Austria. Government finances remain a problem for Austria. According 

to the federal statistic office (Statistic Austria), the budget deficit accounted for 

3.5% in 2009. Statistic Austria forecasts, budget deficit will be 4.7% in 2010 and 

4.0% in 2011. 

According to OECD, real GDP is projected to have shrunk by 3.4% in the year as a 

whole, driven by the worldwide financial crisis. In 2010, the economy will grow by 

1.4% and, with solid growth, is expected to reach 2.3% in 2011. 

However, the still low capacity utilisation will hardly provide incentives for higher 

investment, which is one of the reasons why unemployment was recorded by 4.8% 

in 2009 and still will keep rising to a rate of 4.9% percent of the dependent labour 

force in 2010. For 2011, OECD expects a further increase of the unemployment 

rate to 5%. 

SAMPLE 

Over the whole year, OECD reported an increasing consumer price of 0.4% in 

2009. A growth of 1.4% is predicted for 2010 and a 1% increase is predicted for 

2011.In 2009, private consumption increased only by 0.8% and is expected to grow 

further to 1.1% in 2010. 


1.3.1 Dwelling Construction - Trends and Forecasts 

Fig. 1.3.1 AT 


SAMPLE 


1.3.2 Construction Overview 

New Housing Construction 

After a positive total construction output between 2006 and 2008, the financial 

crisis has also hit housing construction in 2009. In 2009, total construction output 

shrunk by 6%. The slight increasing renovation output in residential construction 

could not compensate this loss. Due to low demand, a decline of 1% is expected in 

2010. From 2011, the negative trend of the total construction output will stop. 

However, in 2009, housing completions decreased by almost 3%, from 46,600 to 

45,400. For 2010, it is expected that the housing completions will decrease further 

by almost 5% from 45,400 in 2009 to 43,200. The financial crisis makes a negative 

impact on the development of new housing permits. It is estimated that residential 

construction permits have decreased from 41,400 in 2008 to 40,400 in 2009 and 

will fall to reach 38,900 in 2010. It is estimated that 45,400 new dwellings were 

completed in 2009. Approximately 42% of new dwellings were 1-2 family houses, 

while 58% were apartment buildings. Until the crisis demand for new housing was 

very high in Austria, due to an increase in population (mainly immigrants), 

increasing the need for more dwelling stock. The downturn of this trend is affected 

by the fall in purchasing power of private households, and, consequently, from the 

weak consumer demand. 

Home Repair, Maintenance and Improvement (RMI) 

The Austrian renovation, maintenance and improvement sector is getting more and 

more important for the construction activity. At the same time, where output of new 

construction recorded a significant decline, overall RMI stagnated in 2009. BRGC 

expects a significant increase of RMI in the coming years. There is much talk of 

low energy and “passive” housing, although it is difficult to judge how far this has 

gone in practice. It is certain that the level of insulation in new dwellings is high in 

Austria, and there is speculation that in the future some new dwellings may not 

require central heating. 

Non Housing Construction 

SAMPLE 

As expected, in comparison to residential construction, non-residential construction 

is affected harder by the affects of the financial crisis. After a decrease of 5.7% in 

2009, non-residential construction investment is expected to plummet as well in the 

period of 2010 and show a slight increase in 2011. Especially industrial, office and 

commercial buildings are hit hardest. Due to the effects of the financial crisis, 

investors are very conservative when it comes to financing new projects. In an 

international comparison, Austria’s (and especially in Vienna) real estate market 

was not so badly affected by the financial crisis, as in other countries. 


1.4.1 

1.4.2 

Dwelling Stock by Type 

Fig. 1.4.1 AT 


Dwelling Stock by Tenure 

Fig. 1.4.2 AT 


SAMPLE 


1.4.3 Building Stock 

Dwelling Stock 

The total housing stock in 2009 was 4,219,000. The breakdown of occupied 

dwellings by size was as follows: 

Size (m 2 ) % 

– 35 - 45m 2 4.9% 

– 45 - 60m 2 12.0% 

– 60 - 70m 2 9.3% 

– 70 - 90m 2 22.0% 

– 90 - 110m 2 14.5% 

– 110 - 130m 2 11.3% 

– 130 - 150m 2 9.6% 

– >150m 2 13.6% 

Housing Stock by Type 

The stock of primary dwellings increased from 3,475,000 in 2005 to 3,597,000 in 

2009. Dwellings in buildings with 3 to 9 flats were the fastest growing housing 

stock. Out of the 3,597,000 primary dwellings in 2009, 35.3% were 1 family houses 

(including farms), 12.1% were 2-family houses and 51.5% were flats. BRGC 

expects a further increase of the share of collective flats in the coming years. 

Housing Stock by Tenure 

Of the total stock of primary dwellings in 2009: 

– 58.0% were owner occupied 

– 41.6% were rented 

– 5.1% were occupied by relatives of the owner 

– 3.3% were used under specific conditions. 

Non Housing Building Stock 

SAMPLE 


According to the latest available source from STATISTIC AUSTRIA, the total non 

housing stock in 2001 was 282,567. Of the total stock of non housing building: 

– 12.7% were hotels 

– 11.4% were offices 

– 11.7% were retailers 

– 1.4% traffic and communication buildings 

– 25.4% were industrial buildings 

– 5.5% were cultural and education buildings 

– 31.9% others. 

SAMPLE 


1.5.1 Park 

It is estimated that: 

– some 25% of bathrooms in Austria are under 4 m 2 

– some 66% are between 4 and 10 m 2 

– some 9% are over 10 m 2 . 

Information on the level of equipment of the dwelling stock was as follows in 2009: 

– 97.9.% of all dwellings in 2009 had either a bath or a shower 

– 98.3% of all dwellings had a WC 

– 1.7% were without a WC or bath/shower in the dwelling. These will be 

mainly student accommodation or rest homes with communal facilities. 

SAMPLE 


1.6.1 Structure of Demand 

House Building/Property Development 

The Austrian market is halfway towards consolidation, similar to the Benelux 

countries and UK. Therefore, the market is not dominated by a small or large 

number of firms. The top-10 companies have a market share of about 21%. The 

market leaders are: 1. STRABAG SE, 2.ALPINE BAU, 3. A. PORR AG, 4. 

SWIETELSKY. 

Installers 

The number of installers in Austria has been increasing over the last years (+500 

between 2002 and 2008), but decreased to 5,400 installers in 2009. The average 

size of an installer company is about 8.8 employees. Some 32,000 people are 

employed in this sector, including around 2,250 apprentices. Installers are split into 

four broad categories: 

– Gasinstallateure (gas installers) 

– Heizungsinstallateure (heating installers) 

– Lüftungsinstallateure (ventilation installers) 

– Wasserinstallateure (sanitary installers). 

Installers in Austria are clients of the ‘Sanitärfachgroßhandel’. 

SAMPLE 


DISTRIBUTION 


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Tel: +44 (0) 208 832 7860 

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August 2010

2.1 Structural Analysis 

In the Austrian merchanting (“Fachgroßhandel”) sector there is a clear distinction 

between builders’ merchanting (“Baustoffhändler”) and plumbers’ merchanting 

“Sanitär- und Heizungsfachgroßhändler. 

In Austria, bathroom and heating products have always been channelled through 

the “Sanitär- und Heizungsgroßhandel”. Mixed merchanting is a rarity in the 

distribution of bathroom products and the main competition to the “Fachhandel” 

comes from: 

– the DIY superstores or “Baumärkte”. Some of these have been set up by the 

“Baustoffhändler” as a way of extending their interests into lightside products. 

Most bathroom products reach the “Baumärkte” via specialist 

wholesalers/importers known as “Sortimenter”. Many of these have emerged from 

the “Sanitärfachgroßhandel”. There are also some direct sales to installers. 

Similar to Germany, where most large suppliers sell through the traditional 

“Fachgroßhandel” or through their own chains of wholesalers, the trend in Austria 

has been for manufacturers to sell mostly to wholesalers. This is made relatively 

easy by the small surface area of the country and by the limited number of 

installers to be supplied (some 4,000 were officially registered, of which around 

2,500 were active). As a consequence, the “Fachgroßhandel” accounts for no more 

than half the sales of bathroom products. 

Fig 2.2 shows the profiles of the leading Austrian distributors. 

SAMPLE 


�� 

BAUMAX BAUMAX AG Mixed Merchant DIY Assortment 2009 1.4 67 

BAYWA 

Holding Trading Name Distributor Type 

HAGEBAU 

RWA RAIFFEISENWARE 

WARE AUSTRIA AG 

HAGEBAU ÖSTERREICH 

GmbH 

Austria, Czech Republic, 

Hungary, Slovakia, Slovenia, 

Croatia, Romania, Turkey 

�� 

�� 

�� 

�� 

�� aon Roof Other Specify 

xx x 11% xx 9% 11% xx Garden 

Mixed Merchant Mixed Merchant 2009 1.809 136 National 14.5% 18% 67.50% 

Mixed Merchant Mixed Merchant 2009 1.310 142 National xx xxx 

3-E-GROUP 3-E AG Wholesaler/Retailer Mixed Merchant 2009 400 163 Austria xx xx xx AHS 

WOLSELEY ÖAG Specialist Merchant 

TENGELMANN 

SHT 

HAUSTECHNIK 

GROUP 

OBI BAU- UND 

HEIMWERKERMÄRKTE 

SHT HAUSTECHNIK AG Specialist Merchant 

ÖBAU ÖBAU GmbH Mixed Merchant 

HOLTER FRITZ HOLTER GmbH Specialist Merchant 

Heating and 

Sanitary/Plumbing 

2009 311 57 

Austria, Czech Republic, 

Hungary 

100% 50% 50% 

DIY Retailer DIY Assortment 2008 271 32 National xx xx xx 

Heating and 


Heating and 


Heating and 


2009 261 40 Austria 100% 32% 33% 35% 

2009 184 19 National x xxx BEZ 

2009 175 8 

WEYLAND CARL STEINER GmbH Mixed Merchant Mixed Merchant 2009 145 7 

ODÖRFER ODÖRFER HAUSTECHNIK GmbH Specialist Merchant 

SANITÄR HEINZE SANITÄR HEINZE GmbH Specialist Merchant 

IMPEX IMPEX GmbH Specialist Merchant 

General Product 

Orientation Profile 

Heating and 


Heating and 


Heating and 


Turnover Home Market Coverage 

SAMPLE 

Year End € million 

No. of 

Depots 

2009 107 7 

2004 58 7 

Geographical Coverage 

Oberoesterreich, 

Salzburg 

Bergheim, Innsbruck, 

Traun, Ried, Wien, 

Spittal, Wr. Neudorf 

Graz, Wien, Klagenfurt, 

Wiener Neustadt, Linz, 

Groeming, Wolfsberg 

Graz, Salzburg, St. Poelten, 

Wiesing in Tirol, Linz 

xxx 30% 35% xx xx 

52.5% 17.9% 34.6% 47.5% 47.5 

100% 50% 50% 

100% 50% 50% 

4 Steyr, Wien, Graz, Linz 100% 50% 50% 


Specific Product Orientation (all figures are in %) 

Specialist Specialist Other 

Swimming 

Pools 

Buying 

Group 

Affiliation 

Sanitaer 

Union

2.3 The Wholesale and Merchant Trades 

Structure 

According to the Österreichische Vereinigung des Sanitär- und 

Heizungsgroßhandels, the Austrian association of sanitary and heating merchants, 

its figures do not account for more than 50% of the sector’s turnover, since many 

suppliers sell direct to installers. 

The Austrian sanitary and heating merchant trade is very concentrated. There are 

about 50 sanitary and heating merchants in Austria, but two groups share around 

70% of the market. These are SANITÄR- UND HEIZUNGSTECHNIK HANDELS 

GmbH, formerly known as the PINGUIN GRUPPE and ÖAG SANITÄR- UND 

HEIZUNGSGROßHANDELS GmbH. They are the only wholesalers offering 

national coverage. All other merchants are basically regional players. 

Builders’ Merchants (Baustoffhändler) 

The distribution of building materials is separated from the distribution of heating 

and sanitary products in Austria. The largest groups dealing with building materials 

are: 

- ÖBAU is the online store of HAGEBAU 

- HAGEBAU with 142 outlets 

- BAUWELT with 44 outlets 

- BAUSTOFF &METAL GmbH, with 14 outlets. 

SAMPLE 

The independent BAUPROFI (45 outlets) were acquired by QUESTER, the whole 

QUESTER group became the largest building materials merchant in Austria (67 

stores). 

The most important Baustoffhändler are members of Vereinigung der 

Baustoffhändler Österreichs (VBÖ), a part of Wirtschaftskammer Österreich. 

Plumbing Merchants (Sanitär- und Heizungsfachgroßhandel) 

See profile section at the back of the report for more information about the major 

wholesaling groups SHT, ÖAG and HOLTER. The list of important merchants 

operating in the sanitary and heating products market is given below: 

– ÖAG (owned by WOLSELEY PLC), is the biggest merchant of sanitary and 

heating products in Austria. ÖAG uses its STAR and COMFORT brand names 

(Hausmarken) for almost every product group in heating as well as 

bathrooms. ÖAG’s market share is estimated to be around 31% of the Austrian 


sanitary and heating merchants market 

– SHT HAUSTECHNIK GROUP (previously known as PINGUIN GROUP) 

was restructured in 2000-2001, later acquired by a group of investors in 2004 and 

renamed SHT HAUSTECHNIK. SHT HAUSTECHNIK’s share of sanitary and 

heating products distribution is estimated at 23% 

– FRITZ HOLTER GmbH (member of the buying group ISG) in Wels, is the 

third largest regional sanitary and heating merchant in Austria, only present in 

Oberösterreich and Salzburg but with a market share in these Bundesländer 

estimated at more than 50%, thus giving it a total market share of about 10% 

– CARL STEINER HANDWERKS- UND INDUSTRIEBEDARF GmbH, in 

Bergheim is the fourth largest merchant on the Austrian market with an estimated 

market share of 7%. CARL STEINER now belongs to the WEYLAND 

Group. STEINER also trades in steel products; however BRG CONSULT considers 

only its sanitary and heating division 

– ODÖRFER RÖHRENHOF GmbH (member of the German buying group 

ISG) in Graz, is a heating and sanitary merchant covering Steiermark, the 

Burgenland and Tirol. With a sales subsidiary in Klagenfurt, ODÖRFER 

RÖHRENHOF has an estimated market share of about 7%. The merchant markets 

its “Hausmarke” CONZEPT 

– SANITÄR HEINZE GmbH &Co., in Salzburg, is the Austrian subsidiary of 

the German merchant SANITÄR HEINZE. SANITÄR HEINZE is a member of the 

German buying group SANITÄR-UNION and has a market share of 6%. The 

product offer includes sanitary and heating products 

SAMPLE 

– IMPEX has depots in Steyr, Graz and Linz in Niederösterreich and merged 

with SANOPOL covering Vienna. IMPEX sells products from PALME and LAUFEN, 

amongst others. 

Other regional sanitary and heating merchants include: 

– EISEN WAGNER GmbH in Ried im Innkreis which covers Oberösterreich 

with its 300 employees and offers iron products, sanitary products, household 

products, tool and agrarian machinery 

– GEIGER &PLATTER in Innsbruck covering part of Tirol and selling sanitary 

and heating products 

– INHAUS in Hohenems covering Vorarlberg (five depots). INHAUS also 

imports kitchen accessories and sanitary products 

– INOCAL is a regional distributor of heating and sanitary products in Linz, 

Oberösterreich 


– FERDINAND KROBATH in Feldbach near Graz is a major sanitary and 

heating merchant in Steiermark. Apart from Steiermark, KROBATH also has outlets 

in Niederösterreich and Burgenland. KROBATH imports LAUFEN, VILLEROY 

&BOCH, IDEAL STANDARD, DURAVIT and KERAMAG 

– WEYLAND GmbH in Schärding in Oberösterreich near the Bavarian border 

focuses mainly on metal trading, but also has an extensive sanitary and heating 

merchanting programme. The great majority of the sales is generated from metal 

trading. WEYLAND is also expanding abroad, notably in the Czech Republic 

– WERNFRIED WIELITSCH in Klagenfurt covers Kärnten 

– WMC in Kufstein (Tirol) also sells sanitary ware and wellness products. 

German merchants have considerably increased their presence in the Austrian 

market. Besides SANITÄR HEINZE mentioned above, we have: 

– RICHTER + FRENZEL which only has one subsidiary in Salzburg, but the 

company plans to cover Oberösterreich, Tirol and Vorarlberg as well in the medium 

term 

– the GC GRUPPE, present in Salzburg through HEISAN, now belonging to 

SHT SCHULTE. The company is one of the few which have not yet tried to get a 

foothold in Austria. 

Sortimenter 

The leading specialist suppliers of DIY stores (Sortimenter) are (in order of 

importance): 

– SANOTECHNIK sources many of its products from Eastern Europe, 

especially Hungary and Bulgaria, and is also present in those countries 

– FAP is becoming increasingly strong (see under ÖAG profile) 

– BRUCKNER &NOVAK 

– EISL 

– UNISAN (see ÖAG profile). 

Merchants’ Buying Groups 

SAMPLE 

There is no Austrian buying group. The market is too small to justify the creation of 

one. However, many Austrian merchants are members of German buying groups, 

amongst which are ISG (present through FRITZ HOLTER and ODÖRFER 

RÖHRENHOF) and SANITÄR-UNION. 


Installers’ Buying Groups 

There is a number of regional installers’ buying groups in Austria. The most 

important one is L.S.I. (LEISTUNGSGEMEINSCHAFT STEIERISCHER 

INSTALLATEURE). C.M.E. is also worth pointing out. 

SAMPLE 


2.4 The Retail Trades 

General Background 

The plumbing merchants (Sanitär- und Heizungfachgroßhandel) channel heating 

and bathroom products through installers which in turn sell them on to end 

users. The situation is different with DIY stores, which are supplied either through 

specialised merchants (Sortimenter) or by subsidiaries of plumbing merchants. DIY 

stores are an increasingly popular shopping destination for both installers and end 

users with sales continuing to grow unabated. 

Consumer Lifestyles 

On average, an Austrian household annually spends €599 on building materials, 

€133 on flagstones and sanitary fittings and around €102 on garden articles. In 

Austria, total consumer expenditure on household goods and improvements 

reached €11.4 billion in 2005 which corresponds to around 8.6% of total consumer 

expenditure. In 2015, this expenditure is expected to increase to €12.4 billion; 

however the proportion of the total expenditure will drop to some 8.1%. 

DIY Superstores 

The number of DIY stores in Austria has been growing strongly in the past 15 years 

(partly due to joining the EU). As a result, the Austrian DIY market is already 

oversaturated, as the density of DIY outlets is among the highest world-wide 

(Austria has the highest number of square metres of sales area for building 

products in the world). Due to this, many Austrian DIY chains are getting into 

financial difficulties and it is expected that the total number of stores will decline in 

the future. According to SOLIDBAU, there are currently some 715 DIY stores in 

Austria which means that one DIY store covers 11,700 people (in contrast to that in 

Germany one DIY-Store covers about 15,000 people). Total retail area reached 

1,320,000 m² with a turnover of €2.6 billion in 2009. The average retail area of the 

DIY stores was 1,846m². 

Recent Developments 

SAMPLE 

OBI operated 32 DIY stores in Austria with a turnover of €271 million in Austria. 

The company’s turnover decreased in the previous year, due to the high saturated 

market 

There is a strong trend to merge buying activities among the Austrian groups. As a 

result, AHS (AUSTRIA HARTWARE SERVICE AND MARKETING) was 

established as a combined buying group for ÖBAU, 3E, HAGEBAU and 

BAUWELT, in order to compete better with the German DIY chains. 

Currently, there are ten DIY groups active in Austria; five of them shape the market 

through continuous expansion and strong marketing activities: the market leaders 


are BAUMAX, OBI, RWA, HAGEBAU/ ÖBAU, and HORNBACH. The market 

shares mentioned in the text below were reported by BAUMAX and are based on 

selling surface. 

Largest DIY Store Chains 

- BAUMAX is the leading DIY chain. The net turnover of the chain in Austria 

was around €595 million in 2008 and of the entire group €1.42 billion in 2008. The 

chain was running 67 depots at the end of 2008 and employed around 4,000 

people. BAUMAX has the highest brand recognition in Austria (98%). BAUMAX’s 

share of retail sales have been falling since 2001 (BAUMAX sales per m² is €1,280 

in contrast to OBI sales of €15,580 per m²). As a result, the company has introduced 

an automatic inventory management system which has reduced its levels of stock 

and, consequently, debt levels. Moreover, the company sources direct from the 

manufacturers, which further enables it to cut costs. As for future prospects, the 

company faces fierce competition and market saturation in Austria. Therefore, 

BAUMAX will prefer expansion of its retail space to an increase in the number of 

stores 

- OBI operated 37 DIY stores in Austria with a net turnover of €5.8 billion for 

the entire group (€295 million in Austria). The company’s turnover has been 

growing since 2001, as well as its share of the total retail sales. One of the reasons 

could be the fact that OBI has a franchise business structure which allows relatively 

fast expansion without large investments. OBI also has a very aggressive low price 

policy. However, the company’s expansion will be restricted in the future in order to 

maintain high productivity levels 

- RAIFFEISENLAGERHÄUSER is now joined with RWA AUSTRIA which is 

owned by the German BAYWA. Its stores are located predominately in rural areas 

(in total 136 depots). The company's total turnover was €1.809 billion, with €145 

million of the total being derived from its building products and DIY sales. 

SAMPLE 

- the German HAGEBAU is a buying group embracing builders' merchants 

as well as DIY stores. The group has 37 members in Austria running 76 builders' 

merchants, 47 DIY stores (31 with garden centre) and 19 professional retail outlets 

with a total turnover of €1.310 billion. Its members include WÜRTH 

HOCHENBURGER with 17 depots in Tirol and Salzburg and since January 2004, 

ÖBAU BAUSTOFFUNION EINKAUFS- UND KOOPERATIONS-GmbH, a buying 

group with 11 members running 27 depots with building materials and DIY 

assortment 

- HORNBACH recorded a turnover of €300 million in its 11 depots in Austria 

in 2009 

- BAUHAUS ÖSTERREICH GmbH, in Wels, is the Austrian subsidiary of the 

German leading DIY chain BAUHAUS with 21 outlets in 2009 and €309 million 

turnover in 2009 


- HELLWEG had to close down one DIY store in 2006; the remaining six DIY 

stores have a weighted retail area of 28,000m² and had a total turnover of €25 

million in 2009 

- the largest builders' merchant, QUESTER, with 67 depots, has joined forces 

with the German NBB after quitting the HAGEBAU franchise. In 2009, the company 

employed 600 people. In 2005, QUESTER joined the Irish CRH AG 

As in Germany, and possibly before German DIY stores, Austrian DIY stores have 

started to trade up their product offer and to improve the level of service. Many DIY 

store chains are now focusing on the atmosphere of their stores (such as 

BAUMAX's BAUMAX 2000 programme) and on the level of service. DIY stores are 

now trying to develop into specialist retail shops (Fachmärkte). The trend is clearly 

towards megastores (over 10,000m²). After abolishing the 

"Einkaufszentrumsverordnung" on the 1st July 2000, which banned the further 

establishment of megastores, this format of DIY stores is likely to spread further 

and attract more investment from German chains, so far reluctant to grow, due to 

the restrictive legislation 

Specialist Bathroom Retailers 

In the future, the distribution of bathroom products will rely increasingly on 

specialist bathroom retailers (Fachmärkte). Such stores already exist. These are for 

example: 

– FELBERMAYR, in Gunzkirchen, with sales subsidiaries throughout Austria 

– SOCHOR, in Vienna 

– ALOIS MAYR, in Tirol. 

These companies are ceramic tile wholesalers which have integrated a bathroom 

department into their showrooms. They offer a complete range of bathroom 

products, which they buy from traditional sanitary wholesalers and “Sortimenter”, 

and sell direct to the end consumer. They are in a position to offer technical advice 

and have co-operation agreements with installers. 

Bath Shops / “Bäderstudios” 

SAMPLE 

Another channel for the distribution of bathroom products is through 

“Bäderstudios”. There is already a number of Bäderstudios in Austria but they do 

not yet account for a significant share of sales in volume. As already mentioned, 

Austria is the country in Europe with the highest number of showrooms. Out of 

roughly 600 showrooms, it is estimated that: 

– 100 are run by wholesalers (Fachgroßhandel) and specialist bathroom 

retailers (Fachgeschäfte) 


– 500 are run by installers, of which 300 have from 1 to 3 boxes (Kojen) and 

200 have between 3 and 20 boxes. 

Out of the 200 showrooms with 3 to 20 boxes, those with 8 boxes and above may 

be regarded as Bäderstudios, since they offer a full-service competence including a 

complete range of bathroom products, technical advice, planning, installation and 

after-sales service. The main difference between a wholesaler’s showroom and a 

Bäderstudio is that the wholesaler’s showroom is designed for the installer whereas 

the Bäderstudio is designed for the end consumer and may sell direct to the end 

consumer. ÖAG, which has anticipated the evolution of the distribution of bathroom 

products, is currently working on a programme called ÖAG BÄDER-CENTER. This 

programme is reportedly targeted at installers with a showroom with 1 to 15 

boxes. ÖAG would assist installers in the set up of their Bäderstudio and in their 

marketing strategy in exchange for some exclusivity in the supply. 

HILD also have eight independent show rooms aimed at end consumers. The chain 

is called BÄDERPARADIES, with the main one located in one of Vienna’s largest 

shopping precincts. 

Kitchen specialists have also turned an eye towards bathroom products and some 

of them have coupled their “Küchenstudio” with a Bäderstudio. This is, for example, 

the case of FLAGA, in Vienna. FLAGA sells direct to end consumers but has cooperation 

agreements with sanitary installers and tilers for the installation. 

Furniture Retailers 

Although they have not yet gained a significant market share in the bathroom 

sector (with the exception of bathroom furniture), furniture retailers are worth 

keeping an eye on. Many furniture retailing chains are reported to be setting up 

bathroom departments within their stores. They have started with bathroom 

furniture and are now introducing other bathroom products, and in particular, 

ceramic sanitary ware (built-in washbasins) and taps and mixers, which directly 

complement bathroom furniture. Austrian furniture retailing chains are very 

powerful and they could develop very quickly in the bathroom market if they 

decided to. This would probably not be good for manufacturers of branded 

products, since these chains rely very much on direct imports. Bathroom furniture is 

mainly imported from Italy and Spain. 

SAMPLE 

However, to go with the flow, some established manufacturers of bathroom 

furniture (e.g.: db-DAS BAD) have started supplying some large furniture retailing 

chains (KIKA and LEINER). 

Amongst the largest furniture retailing chains are: 

– KIKA and LEINER, which belong to the same owner, Dr Koch. They had 

altogether 50 outlets throughout Austria (33 KIKA stores and 17 LEINER stores) 

and employ some 7,000. Moreover, KIKA is expanding in central Europe and has 


uilt stores in Hungary, the Czech Republic, Slovakia and Croatia. KIKA/LEINER is 

bigger than any German furniture retailing chain in terms of number of stores. All 

50 outlets have shown good financial results. LEINER has a higher positioning than 

KIKA, which is targeted at younger people and therefore less expensive 

– other chains include LUTZ (which also has a national coverage and 

currently runs 46 stores in Austria), MICHELFEIT and IKEA (with 7 megastores in 

2009). 

SAMPLE 


BATHS 


SAMPLE 


CP House 




Tel: +44 (0) 208 832 7860 

Fax: +44 (0) 208 566 4931 




August 2010

3.1.1 Historical Trends and Forecasts : Baths 

Fig. 3.1.1 AT - SUMMARY OF TRENDS IN THE BATHS MARKET : 1998-2009 AND FORECASTS TO 2014 

BRG CONSULT based on industry interviews 

SAMPLE 


3.1.2 Trends and Product Segmentation : Baths 

This Section of the report excludes bath tubs for hydrotherapy (i.e. hydromassage 

baths and combined products). These are covered in Section 7. 

Historical Developments 

Throughout the 1990s, the Austrian bath tub market (mostly synthetic), grew 

steadily, undoubtedly benefiting from the high level of new housing construction in 

the first half of the decade. This new housing construction growth was a direct 

consequence of the opening up of the eastern block and the need for housing, 

caused by a significant inflow of immigrants, as well as the growing number of 

single person households and the resulting need for new dwellings. 

Moreover, the fall in price of bath tubs, resulting from the increasing presence of 

DIY stores (and lower priced imports) in this market also fuelled demand for this 

product. 

Over time, the trend in the bath tub market had been for steel to lose ground to 

acrylic, but sales of steel baths increased in 2000 and 2001, following a massive 

decline in sales of cast iron baths. 

As shown in Fig 3.1.1, sales of baths reached their peak in 1999 with 145,500 

pieces sold. From then the market declined marginally until 2002 when it reached 

its lowest point in twelve years. Until 2007, sales have recovered only marginally. 

2009 Market 

The Austrian baths market declined by over 2% in 2009. The main reasons for the 

drop in sales were weak construction activity in Austria and the ongoing effects of 

the worldwide economic crisis. Sales of synthetic baths decreased by over 2% and 

sales of steel baths declined by almost 3%. The share of the synthetic bath 

segment within the bath market is still very high, at 65%. 

SAMPLE 

Strong demand for classic designs is believed to be one of the key drivers in the 

premium, as well as the economy bath market. Additionally, in the replacement 

sector, it is more probable to replace a synthetic bath with a synthetic shower tray 

or any large shower tray. Certain companies are trying to counteract this trend with 

the development of new materials, in particular, in the luxury sector of the product 

range. 

Prices of steel baths as well as of synthetic baths decreased slightly in 2009. This 

was not only caused by the competition between these two products, but also by 

an increasing competitive threat from low cost baths in the DIY sector. 

Generally, bathroom products and furniture which are environmentally friendly, 

continue to come to the fore. A modern bathroom needs to be both attractive in its 


design and sustainable in terms of the materials used, as well as energy efficient in 

the production process and usage. 

Market Analysis by Type of Product 

Cast Iron Baths 

As far as cast iron baths are concerned, they have nearly disappeared from the 

Austrian baths market. Sales were no more than a few hundred pieces throughout 

the 1990s and they are now at some 190 pieces per year. There are still some 

imports from Germany and Italy and most imports are re-exported to other 

countries, especially Switzerland and Azerbaijan (Fig 3.4.2). 

Steel Baths 

Over the past few years, the steel bath sector had been losing ground rapidly to 

synthetic. Steel, which accounted for an estimated 77% of bath tub sales in 1985, 

accounted for around 36% in 2000. However, steel picked up again in 2001 and 

increased its proportion on the baths market to around 34%. This reincarnation of 

steel baths in 2001 was caused by a short-term rise in the luxury end of the market 

with KALDEWEI being the dominant player within the sector. In 2009, steel made 

up 35% and acrylics over 65% of the total market volume. Steel is expected to 

grow only marginally until the year 2014 (Fig 3.1.1). 

This trend is caused by certain factors: 

– steel bath manufacturers have developed their product range and are 

offering a wider choice of forms and designs, including luxury models 

SAMPLE 

– the first generation of synthetic baths is now around 20 years old, and 

people are now in a position to compare a 20-year old synthetic bath with a 20-year 

old steel bath, and the comparison may be favourable to steel 

– steel offers recycling possibilities which synthetic materials do not currently 

offer (although all synthetic baths manufacturers are working on this) which, in an 

environmentally conscious country like Austria, is and will be, increasingly 

important 

– luxury steel baths offer the wholesalers better margins than acrylic baths 

– the growing willingness of the Austrian population to bear the extra costs of 

purchasing an upper range (luxury) product and steel baths fall into this category. 

On the other hand, steel, which has so far dominated the lower end of the market, 

is suffering from growing competition from low priced synthetics, imported from 

China, the UK, South Africa, Egypt, Portugal, eastern Europe and Israel. 


Synthetic Baths 

Sales of synthetic baths have been growing steadily over the last ten years, 

although a temporary set back was registered in 2001 (8%). In 1995, sales of 

synthetic baths accounted for some 63% of the total bath market, whereas in 2009, 

the share of the synthetic bath market went up to over 65%. The synthetic bath 

share of the total bath market is likely to remain stable, which means there is no 

growth expected within this segment of the market. 

SAMPLE 


3.1.3 Forecasting Basis : Baths 

Underlying Trends/Market Maturity 

This is a mature market for which the underlying trend may now be negative due to 

substitution issues. 

Beyond Product Family 

Some erosion by shower trays. 

Within Product Family 

The trend towards synthetic seems to have been halted. 

Cyclical Drivers 

New housing construction and private consumption are the main drivers. Both have 

fluctuated quite strongly over the years, often out of cycle of one another. When 

they have been in cycle (1999 positively and 2001/2 negatively), the impact on bath 

sales has historically been less violent than for CSW. However, the downturns in 

the early part of the present decade saw the start of a fall in the baths market which 

continued up to 2005. 2006 and 2007 saw a return to modest growth. For 2010, it is 

expected that the housing completions will decrease from 45,400 in 2009 to 

43,200. OECD forecasts a GDP increase of 1.4% in 2010, followed by further 

growth of 2.3% in 2011. 

Events 

The current weak economy, although “cyclical” by nature, can be considered as an 

“event” given its severity and pervasiveness. 

Outlook for 2010 

A decline of between 2-4% was recorded in the first half of 2010 in the Austrian 

baths market, with the exception of the premium segment. Nevertheless, it was 

reported that market conditions were not affected as severely as previously 

anticipated. Private consumption and GDP are forecast to increase only slightly, 

but housing completions as well as the construction output are predicted to 

decrease. Thus a decline for bath market is expected in 2010. 

Outlook to 2014 

SAMPLE 

There are some potential positives from 2011 onwards. Thanks to the replacement 

segment, which is set to become increasingly important, current forecasts suggest 

a slow recovery from 2011 onwards, due to the growing renovation segment. 


Sensitivities 

The forecasts are very sensitive to a possible further slowdown in construction 

activity, consumer spending and GDP, resulting from the economic crisis in 2008. 

SAMPLE 


3.2.1 Prices and Market Values : Baths 

Fig. 3.2.1 AT - ESTIMATED VALUES OF THE BATHS MARKET 


Values Shown in Million Euros (at MSP) 

SAMPLE 


Fig 3.2.2 AT - PRICE SEGMENTATION BATHS 2009 

Cast Iron Baths 2009 

Price segment in € (Msp) % Volume 

Economy / lower 

(< €100) 

Middle 

(€100 - €350) 

Upper luxury 

(> €350) 

TOTAL 100% 190 



(< €100) 

Middle 

(€100 - €250) 

Upper luxury 

(> €250) 

TOTAL 100% 49,000 



(< €100) 

Middle 

(€100 - €300) 

Upper luxury 

(> €300) 

10.5% 20 

57.9% 110 

31.6% 60 

Steel Baths 2009 

31.0% 15,190 

58.1% 28,460 

10.9% 5,350 

Synthetic Baths 2009 

42.0% 38,450 

46.0% 42,070 

12.0% 10,980 

TOTAL 100% 91,500 

Source: BRG CONSULT based on industry interviews 

SAMPLE 


3.2.3 Prices and Market Values : Baths 

Market Values 

The total value of the baths market is estimated to have been €18.55 million (msp) 

in 2009. Out of the total market value, steel accounted for €4.74 million (26%) and 

synthetic for €13.77 million (74%). 

Although steel baths occupy most of the lower priced end of the market in Austria, 

they are not seen only as a low priced commodity product. Indeed, German 

producers (notably KALDEWEI), which have the largest share of the Austrian 

market, are succeeding in offering luxury steel bath tubs and shower trays as an 

alternative to acrylics. Acrylic baths have long been positioned at the upper end of 

the market, offering a wide variety of shapes and designs. However, low cost 

imports have undermined the luxury image of acrylic, and a lower priced segment 

has developed. Acrylic, which had so far been sold mainly in the renovation sector 

because of its high price, has entered the new build sector. The estimated price 

segmentation for the market in 2009 is shown in Fig 3.2.2. 

The price level on the Austrian market has been declining, following the trend on 

the German market, mainly because of growing low cost imports and an increasing 

share of sales going through the DIY stores. The price drop for acrylic baths 

continued in 2009. However, the average price for steel and synthetic baths 

decreased between 0.2% - 1% and for cast iron baths it increased by 0.5%. This 

trend is likely to continue in the next few years due to the increasing luxury 

segment. 

Prices 

BRG CONSULT estimates the average manufacturer selling prices to have been 

as follows for each product category in 2009 (Fig 3.2.1): 

– cast iron: €213.00 

– steel: €96.80 

– synthetic: €150.50. 

SAMPLE 

The steel bath market is split between standard (Standardmodelle) and luxury 

products (Sondermodelle). Luxury products account for some 20% of turnover and 

standard products for the remaining 80%. The average manufacturer selling price 

of a standard bath is around €60-80 whereas that of a luxury bath is thought to be 

over €250. 


3.3.1 

3.3.2 

Market Shares: Steel Baths 

Fig. 3.3.1 AT - ESTIMATED MARKET SHARES FOR STEEL BATHS 


Market Shares: Synthetic Baths 

Fig. 3.3.2 AT - ESTIMATED MARKET SHARES FOR SYNTHETIC BATHS 


SAMPLE 


3.3.3 Supply Patterns & Trends : Baths 

Supply 

Introduction 

The Austrian baths market is characterised by the overwhelming presence of 

foreign suppliers. There is indeed only one domestic manufacturer, POLYPEX, 

which produces synthetic models. POLYPEX used to hold over 50% of the 

synthetic market, but it has lost share in recent years. The supply of bath used to 

be relatively concentrated, but this is now true only for steel baths. The low entry 

barriers and flourishing prospects have attracted a large number of synthetic baths 

manufacturers, both European and non-European, and competition has become 

fierce. 

Cast Iron Baths 

There is no production of cast iron bath tubs and shower trays in Austria. The main 

suppliers to the Austrian market are the foreign manufacturers, reaching Austria via 

Germany and Italy (Fig 3.4.1). 

Steel Baths 

There is no Austrian manufacturer of steel bath tubs. The Austrian steel baths 

market is entirely in the hands of German and Italian manufacturers. Germany has 

two strong and Italy one strong specialist producers of steel baths which together 

dominate (combined share: 94.3%) the supply to the Austrian market. Fig 3.3.1 

shows the estimated market shares of steel baths in 2009: 

– German KALDEWEI lead the steel bath market followed by its Italian very 

strong competitor ARISTON, which supplies SHT 

– BETTE is the other German steel baths manufacturer. Most of BETTE’s 

products sold on the Austrian market are specialist products (Sonderform- 

Badewannen), which cost 5 to 10 times more than the price of standard products. 

Synthetic Baths 

SAMPLE 

BRG CONSULT estimates that a large sum of synthetic bath tubs sold on the 

Austrian market are imported. Almost 31% are accounted for by domestic 

manufacturers WIRO POLYPEX. Regarding the market share tables, a distinction 

should be made between the suppliers and the Fachgroßhandel, all of which are 

manufacturers or their subsidiaries, and the suppliers to the DIY stores, which are 

either assemblers or importers. 

Of the leading suppliers to the Fachgroßhandel: 


– WIRO POLYPEX is still the only Austrian manufacturer of synthetic bath 

tubs. The increasing number imports (both of low-priced branded and unbranded 

products) have not threatened POLYPEX’s leading position in 2009 

– the German DUSCHOLUX suffering from the closure of its Austrian 

manufacturing plant, continues to lose share in the Austrian market. In October 

2008, it declared bankruptcy, but agreed with the unions on a saving plan in 

November. After regular changes in the management, in December 2009 a new 

managing director was appointed. The company is now trying to avoid final 

bankruptcy, but is reported to have been dropped by most customers. 

DUSCHOLUX sold over 15% less synthetic baths, compared to the previous year 

– HOESCH distributed its products in Austria via the importer and distributor 

DOMO SANIFER until the end of 2001. Since 2002, HOESCH products have been 

distributed by GEORG KANTOR in Kufstein. The increase in sales volume is due to 

the company discontinuing the DÜKER brand name. Products are now sold solely 

under HOESCH brand. HOESCH became insolvent in early 2005 and the company 

was subsequently acquired by SANPLAST. Nevertheless, HOESCH is reportedly in 

financial difficulties and has for the third year in a row had financial losses. 

Other players present in the Austrian market are: 

– IDEAL STANDARD, which also channels Egyptian baths (from MISACRYL) 

to ÖAG’s subsidiary FAP 

– VILLEROY &BOCH closed seven plants and cut 900 jobs world-wide, 

nearly 10% of its workforce. In Germany, 400 employees were given notice and 

the plant in Dänischburg, North Germany, was closed. Total restructuring costs 

amounted to €60 million. VILLEROY &BOCH experienced a decrease of over 17% 

in its sales in 2009 

– the Slovenian KOLPA SAN and the Romanian SUPERBIS, are trading in 

Austria through German suppliers and VITRA, the Turkish company also with a 

subsidiary in Germany. 

Suppliers to DIY stores: 

Of the leading suppliers to the DIY stores: 

SAMPLE 

– FAP synthetic baths are imported from IDEAL STANDARD’s plant in Egypt 

and channelled through the DIY sector. The company sources unbranded cheap 

products and sells them under the FAP brand 

– EISL is a Sortimenter with a strong position in the synthetic bath tubs and 

shower trays. EISL supplies OBI, ÖBAU and BAUMAX and not only in 

Austria. EISL generally sells under the EISL brand (with the exception of synthetic 

baths sold under the TUB ROBINSON brand and whirlpools sold under the 


ACRYLUX brand) or under DIY stores’ own labels (e.g. AQUABELLA for 

BAUMAX). Since 2001, EISL sources acrylic baths from Croatia and Turkey. EISL 

is also reported to sell direct to installers 

– FORMATIC from Bulgaria was the company that was best able to fill the gap 

left by PAMOS’ departure from the DIY market in 2002 

– TEIKO, the Czech producer, distributes its acrylic baths through 

SANOTECHNIK. The most likely sales outlet for its baths is BAUMAX. 

Imports and Exports 

Cast Iron Baths &Shower Trays 

Import/export statistics are shown in Fig 3.4.1 and Fig 3.4.2. The production of cast 

iron bath tubs and shower trays is very limited in Austria and the market is 

estimated not to exceed hundred pieces. In 2009, there has been a significant 

growth in imports in 2009. The imports are reported as coming from Germany and 

Italy. However, since there are no longer any cast iron bath manufacturers in either 

of these countries, these most be re-exports. 

Steel Baths &Shower Trays 

Imports of steel baths started to fall at the end of the 1980s. They lost 27% in 

volume over the period 1990-1994 before dramatically collapsing in 1995 (-37%) 

and 1996 (-45%). Recovery began slowly from 1997, though with a smaller fall in 

volume in 1998. 

The Austrian foreign trade statistics shows 893 tonnes (down from 1,079 tonnes in 

2008) to have been imported in 2009 (Fig 3.4.3), of which 507 tonnes (728 tonnes 

in 2008) came from Germany and 335 tonnes from Spain. Therefore, only minimal 

volumes come from other countries such as Poland, Switzerland and Portugal. 

Of the import figures shown in Fig 3.4.3: 

SAMPLE 

– those from Germany are shared between KALDEWEI and BETTE 

– those from Spain and Italy are mainly ROCA (selling under the ARISTON 

brand in the Fachgroßhandel and under the PERLA brand in the DIY stores). 

Exports (re-exports) in 2009 totalled 30 tonnes (down from 66 tonnes in 2008) - see 

Fig 3.4.4. These were products mainly to Switzerland and Germany. The DIY 

stores (BAUMAX mainly) have set up subsidiaries in Slovenia, Hungary and the 

Czech Republic, which they supply from Austria. Furthermore, some 

importers/Sortimenter (SANOTECHNIK in particular) are known to do a lot of 

business with Eastern Europe where they have subsidiaries. 


Synthetic Baths &Shower Trays 

Imports of synthetic bath tubs and shower trays have been growing since the end 

of the 1980s (143% in volume and 111% in value over the period 1993-2000). The 

difference between the growth rates in volume and in value reflects the growing 

share of low cost imports, as do the changes in the origin of imports. 

The significant position of the DIY stores in this market helps explain the changes 

in the sources of supply, the supply contracts being negotiated each year and that 

no particular supply loyalty or continuity exists. Since 1995, the main trading 

partners, in terms of imports, appear to have changed regularly every year. 

In 2009, imports totalled 5,320 tonnes, down from 5,595 tonnes in 2008. The main 

sources were Germany, China and Croatia. 


– those from Germany are from HOESCH, but will also include some 

DUSCHOLUX products (sub-contracted in Germany because the Luxembourg 

plant does not have sufficient production capacity to meet demand) 

– those from China are most probably imported by BAUMAX and 

SANOTECHNIK, some of which are further re-exported to the whole of Eastern 

Europe 

– those from Croatia are imports by EISL SANITÄR in Salzburg 

– imports from Italy are mainly TEUCO-GUZZINI, ALBATROS (DOMINO) and 

JACUZZI in hydromassage, and imports from smaller Italian manufacturers by the 

Sortimenter 

– those from Egypt are imports by IDEAL STANDARD from its MISR 

ACRYLICS plant, some of which are channelled as OEM to FAP 

– imports from Turkey are most likely from VITRA 

– Polish imports are most likely a mixture of LAMINEX, POOLSPA, SANEX 

and SANIFORM products 

– Slovenian imports are from KOLPA. 

SAMPLE 

– those from Bulgaria are those brought in by FORMATIC 

– Romanian imports are from SUPERBIS 

– those from South Africa are imported from the HOESCH plant by HOLTER 

(sold under own brand SH-SANITÄR HOLTER) 


– those from Luxembourg are DUSCHOLUX 

– those from the Netherlands are mainly UCOSAN supplying the 

Fachgroßhandel and RIHO supplying the Baumärkte. RIHO, which is second on 

the Dutch market, is known to supply the leading Austrian DIY chain 

BAUMAX. However, although RIHO’s marketing is coordinated from the 

Netherlands, much of its production is in the Czech Republic 

Exports 

In 2009, exports increased to 2,084 tonnes versus 2,009 tonnes in 2008. On the 

export side, Austria’s main trading partners were Germany (34.8% of tonnage 

exported), Slovakia (13.3%) and Hungary (10.2%). 

Exports are mainly: 

– from WIRO POLYPEX to A&S BÄDER GMBH in Germany and to other 

clients in Belgium, the Netherlands and Switzerland 

– by PAMOS AUSTRIA (including some re-branded ACOMO and KOLPA 

products) mainly to Germany (60% of sales), but also to Switzerland, Poland, 

Russia and the Netherlands 

– re-exports towards eastern European countries and in particular to 

Slovenia, the Czech Republic and Hungary. Companies like SANOTECHNIK, in 

Wiener Neudorf, or BRUCKNER &NOVAK and EISL SANITÄR, are known to be 

active re-exporters, as is the leading Austrian sanitary and heating wholesaler 

ÖAG. This may also include exports by DUSCHOLUX 

SAMPLE 

– cross-border trade by wholesalers at the German, Swiss and Italian borders 

– supply to its German DIY store clients by EISL and other “Sortimenter”. 


Fig 3.4.1 AT IMPORTS OF BATHS AND SHOWER TRAYS - CAST IRON 2009 

Source Country 

Volume 

Tonnes % 

Value 000 

Euros % 

GERMANY 6 85.7% 60 46.2% 

ITALY 1 14.3% 67 51.5% 

OTHERS 0 0.0% 3 2.3% 

Total 7 100.0% 130 100.0% 

Fig 3.4.2 AT EXPORTS OF BATHS AND SHOWER TRAYS - CAST IRON 2009 


Volume 

Tonnes % 

Value 000 

Euros % 

SWITZERLAND 0 ... 5 62.5% 

AZERBAIJAN 0 ... 2 25.0% 

GERMANY 0 ... 1 12.5% 

Total 0 ... 8 100.0% 

SAMPLE 


Fig 3.4.3 AT IMPORTS OF BATHS AND SHOWER TRAYS - STEEL 2009 


Volume 

Tonnes % 

Value 000 

Euros % 

GERMANY 507 56.8% 2514 78.1% 

SPAIN 335 37.5% 365 11.3% 

POLAND 45 5.0% 233 7.2% 

SWITZERLAND 2 0.2% 58 1.8% 

PORTUGAL 2 0.2% 4 0.1% 

SLOVAKIA 1 0.1% 3 0.1% 

MOROCCO 1 0.1% 2 0.1% 

ITALY 0 0.0% 19 0.6% 

OTHERS 0 0.0% 23 0.7% 

Total 893 100.0% 3 221 100.0% 

Fig 3.4.4 AT EXPORTS OF BATHS AND SHOWER TRAYS - STEEL 2009 


Volume 

Tonnes % 

Value 000 

Euros % 

SWITZERLAND 15 50.0% 169 54.0% 

GERMANY 11 36.7% 54 17.3% 

UNITED ARAB EMIRATES 1 3.3% 15 4.8% 

ROMANIA 1 3.3% 9 2.9% 

HUNGARY 1 3.3% 5 1.6% 

CHINA 1 3.3% 3 1.0% 

UKRAINE 0 0.0% 43 13.7% 

OTHERS 0 0.0% 15 4.8% 

Total 30 100.0% 313 100.0% 

SAMPLE 


Fig 3.4.5 AT IMPORTS OF BATHS AND SHOWER TRAYS - SYNTHETIC 2009 


Volume 

Tonnes % 

Value 000 

Euros % 

GERMANY 1648 31.0% 14746 48.8% 

CHINA 1431 26.9% 2641 8.7% 

CROATIA 1113 20.9% 4290 14.2% 

ITALY 202 3.8% 2365 7.8% 

EGYPT 199 3.7% 593 2.0% 

TURKEY 175 3.3% 676 2.2% 

POLAND 173 3.3% 883 2.9% 

SLOVENIA 116 2.2% 1773 5.9% 

SWITZERLAND 100 1.9% 894 3.0% 

LUXEMBOURG 37 0.7% 510 1.7% 

OTHERS 126 2.4% 867 2.9% 

Total 5 320 100.0% 30 238 100.0% 

Fig 3.4.6 AT EXPORTS OF BATHS AND SHOWER TRAYS - SYNTHETIC 2009 


Volume 

Tonnes % 

Value 000 

Euros % 

GERMANY 725 34.8% 7951 46.9% 

SLOVAKIA 278 13.3% 727 4.3% 

HUNGARY 213 10.2% 444 2.6% 

SLOVENIA 198 9.5% 550 3.2% 

CZECH REPUBLIC 160 7.7% 848 5.0% 

SWITZERLAND 94 4.5% 1955 11.5% 

ROMANIA 72 3.5% 154 0.9% 

RUSSIA 64 3.1% 878 5.2% 

ITALY 56 2.7% 959 5.7% 

CROATIA 47 2.3% 279 1.6% 

FRANCE 35 1.7% 457 2.7% 

SAMPLE 

TURKEY 28 1.3% 79 0.5% 

BOSNIA & HERZEGOVINA 28 1.3% 36 0.2% 

BELGIUM 18 0.9% 447 2.6% 

NETHERLANDS 16 0.8% 242 1.4% 

MOLDOVA 12 0.6% 49 0.3% 

OTHERS 40 1.9% 894 5.3% 

Total 2 084 100.0% 16 949 100.0% 


Fig 3.5.1 AT - DISTRIBUTION FLOW FOR BATHS 

SORTIMENTER / 

WHOLESALER 

7 

0 

0 6 32 3 

1 2 50 6 

0 6 36 4 

1 2 44 7 

HOME 

IMPROVEMENT* 

60 

35 

SPECIALIST / OTHER 

RETAILER 

7 

CONSUMER 

41 

MANUFACTURER / IMPORTER 

28 

100 

NEW HOUSING 

25 

6 

DIY RETAILER 

0 

MERCHANT 

53 

CONTRACTOR / INSTALLER 

59 

NON HOUSING 

*Includes RMI, First Time Installation, Conversion and Displacement 


2009 2014 

34 

15 

53 

SORTIMENTER / 

WHOLESALER 

35 


RETAILER 

CONSUMER 

46 


100 

6 1 29 9 0 

HOME 

IMPROVEMENT* 

DIY RETAILER 

7 38 

SAMPLE 

58 


NEW HOUSING 

24 

18 

48 

MERCHANT 

48 


54 

NON HOUSING

3.5.2 Distribution and End Use : Baths 

Distribution 

The estimated distribution flows for bath tubs (steel and synthetic) are presented in 

Fig 3.5.1. 

Established manufacturers of bath tubs, whether steel or synthetic, effectively 

channel their products through the Fachgroßhandel, although some inevitably 

reach the Baumärkte (DIY) through the wholesalers themselves. Nevertheless, the 

main source of supply for the Baumärkte remains imports. Direct imports concern 

mainly one-off purchases, whereas regular supplies transit through Sortimenter, 

who are also importers. For synthetic bath tubs, the main ones are EISL and 

FAP. For bath tubs, DIY stores have in the past favoured synthetic products at the 

expense of steel. 

End Use Segmentation 

In 2009, the new housing segment accounted for 25% of all baths sales in Austria. 

The total number decreased by almost 4%%, from 36,025 pieces in 2008 to 34,750 

pieces in 2009. The majority of baths sold in this segment were synthetic baths. 

First time installations accounted for around 7,000 pieces in 2009 and accounted 

for 5% of all baths. 

The replacement segment absorbed around 55% of the total volume of baths sold 

in Austria in 2009. Representing some 77,350 pieces, most of the replacement 

sales were synthetic baths. 

SAMPLE 

The non housing segment saw a slight decrease compared to 2008, with 21,600 

pieces of sold baths in 2009. The share of non housing segment of 15% stagnated, 

but is expected to increase in the coming years. 


SHOWER TRAYS 


SAMPLE 


CP House 




Tel: +44 (0) 208 832 7860 

Fax: +44 (0) 208 566 4931 




August 2010

3A.1.1 Historical Trends and Forecasts : Shower Trays 

Fig. 3A.1.1 AT - SUMMARY OF TRENDS IN THE SHOWER TRAYS MARKET : 1998-2009 AND FORECASTS TO 2014 


SAMPLE 


3A.1.2 Trends and Product Segmentation : Shower Trays 

Historical Trends 

The shower trays market has been following the same trend seen in the Austrian 

bath tub market. This trend continued throughout the 1990s, although some 

setbacks were registered. By 1999, the market peaked at some 103,180 shower 

trays, mostly due to the constant growth registered in the synthetic shower tray 

market, which in turn, benefited from the trend towards having both a bath and a 

shower as well as from the preference of showering. After a period of decline, 

growth resumed in 2005-2007. The high proportion of shower trays may be 

explained by the strong tourist industry and the large number of hotel and 

guesthouse rooms, of which a growing number are being fitted with a shower rather 

than a bath. This is commonly the case for the lower and medium comfort 

categories, mainly due to space restrictions. 

2009 Market 

The number of shower trays sold in Austria decreased by almost 7% to a total of 

98,070 pieces sold in 2009. The steel shower trays segment decreased by almost 

5%. The only products that sold relatively well were designer products, in particular 

in the upper segment of the market. 

Sales of synthetic shower trays decreased by almost 8% in 2009. The key trend 

currently evident in this market is the fact that shower trays are simply replaced 

with tiles (to create walk-in showers), in particular in the hotel and replacement 

sector. 


Shower tray production, which is entirely in enamelled steel or acrylic, is effectively 

an extension of the bath tubs industry, as in Germany. BRG CONSULT estimates 

the total shower tray market to have been 98,070 units in 2009, of which 61,500 

(63%) were synthetic and 36,500 (37%) steel (Fig 3A.1.1). 

Ceramic Shower Trays 

There are hardly any ceramic shower trays sold in Austria. 

Steel/Cast Iron Shower Trays 

SAMPLE 

Steel shower trays, as the baths segment, have gained momentum again from the 

luxury side of the market (flat trays and round and pentagonal forms) and are now 

projected to remain at a level of over 37% share of the shower trays 

market. Moreover, this proportion should decrease until 2014 at a rate of almost 

5%, to some 34,700 pieces. 


Synthetic Shower Trays 

There has always been a preference for acrylic shower trays because of the 

advantages of synthetic materials. They offer a wider variety of shapes, including 

ergonomic shapes, warmth of material, good heat storage capacity, lightweight and 

non-slippery surface. These characteristics however, are not as important in the 

shower tray market as they are in the bath market. However, due to the rapid 

development of synthetic baths and the fact that consumers who have a bath and a 

shower prefer them to be made of the same material in order to maintain harmony, 

sales of synthetic shower trays have long overtaken sales of steel shower trays. 

Furthermore, an increasing number of shower enclosure manufacturers have 

included shower trays in their range and these are generally synthetic. Meanwhile, 

prices of acrylic shower trays fell in line with cheaper East European and Asian 

imports. 

SAMPLE 


3A.1.3 Forecasting Basis : Shower Trays 

Underlying Trends / Market Maturity 

There was some underlying growth in the 1990's. Sales of shower trays in 1999 

were 25% above the 1992 level, compared with +10% for baths, but they have 

since more or less followed the sales trend of traditional bathroom products. 

Substitution Issues: Beyond Product Family 

Beyond product family - some gain in share from baths, but now marginal. 

Within product family - the trend towards synthetic seems to have been halted. 


New housing construction and private consumption are the main drivers. As the 

market has matured their impact has become greater, and during the rather 

negative period for bathroom products during the first half of the present decade, 

shower tray sales declined along with those of other products, with a similar scale 

of recovery in 2005-2007. 

Events 




A decline of 4-6% was recorded in the first half of 2010 in the Austrian shower trays 

market. 

Private consumption and GDP are forecast to increase slightly, but housing 

completions are predicted to decrease strongly. Thus, a decline is expected for the 

shower trays market. 


Current forecasts suggest a slight increase from 2012 onwards, alongside 

improving economic indicators and due to the growing renovation segment. 

Sensitivities 

SAMPLE 

The trend for ‘walk-in’ showers affects the shower trays market negatively. BRGC 

expects an increase in walk in shower sales. 


3A.2.1 Prices and Market Values : Shower Trays 

Fig. 3A.2.1 AT - ESTIMATED VALUES OF THE SHOWER TRAYS MARKET 



SAMPLE 


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3A.2.3 Prices and Market Values : Shower Trays 

Market Values 

The calculations were based on the following average manufacturer selling prices 

(Fig 3A.2.1): 

_ ceramic: €67.50 

– steel: €60.00 

– synthetic: €76.50. 

The total value of the shower trays market is estimated to have decreased by 

almost 7% from €7.4 million in 2008 to €6.9 million in 2009. 

Sales of steel shower trays accounted for almost 32% (€2.19 million) and sales of 

synthetic shower trays for over 68% (€4.7 million) of the total shower tray market 

value in Austria. 

Prices 

As in the baths market, the average price of shower trays has fallen, due to the 

increased number of low end imports. In 2009, shower trays were on average 0.5% 

cheaper than 2008. Synthetic shower tray decreased by almost 1%, whereas steel 

shower trays experienced a slight growth of 0.5%. Estimated price segmentation 

for shower trays in 2009 are shown in Fig 3A.2.2. 

SAMPLE 


3A.3.1 Market Shares : Steel / Cast Iron Shower Trays 

3A.3.2 

Fig. 3A.3.1 AT - ESTIMATED MARKET SHARES FOR STEEL / CAST IRON SHOWER TRAYS 


Market Shares : Synthetic Shower Trays 

Fig. 3A.3.2 - ESTIMATED MARKET SHARES FOR SYNTHETIC SHOWER TRAYS 


SAMPLE 


3A.3.3 Supply Patterns & Trends : Shower Trays 

Ceramic Shower Trays 

There are almost no ceramic shower trays sold in Austria. 

Steel/Cast Iron Shower Trays 

As mentioned in Section 3.3, there are no domestic manufacturers of steel or cast 

iron shower trays. The Austrian steel shower trays market is entirely in the hands of 

German and Italian manufacturers. 

Although KALDEWEI sold almost 4% less steel/cast iron shower trays in 2009, 

compared to the previous year, it still remained the market leader, followed by 

ARISTON, now owned by ROCA (formerly MTS). The company has increased its 

sales especially between 2003 and 2004 which was mainly due to an agreement 

with SHT HAUSTECHNIK. BETTE is also present in this market. 

Synthetic Shower Trays 

BRG CONSULT estimates that almost 68% of synthetic bath tubs sold on the 

Austrian market are imported. The rest are supplied by POLYPEX and PAMOS, 

whereas PAMOS sales experienced a decrease of 75% in 2009, compared to the 

previous year. 

Estimated market shares for the market in 2009 are shown in Fig 3A.3.2. However, 

as with synthetic baths, a distinction should be made between the suppliers to the 

Fachgroßhandel and the suppliers to the DIY stores. 

SAMPLE 

Of the leading suppliers to the Fachgroßhandel: 

– the market leader WIRO POLYPEX is the Austrian manufacturer present in 

this market, followed by IDEAL STANDARD, which increased its sales by over 

12%, compared to the previous year and became the new second largest supplier 

– the second largest supplier of 2008 DUSCHOLUX, still suffered from the 

closure of its Austrian manufacturing plant, decreased its sales by 20% in 2009. In 

October 2008, it declared bankruptcy, but agreed with the unions on a saving plan 

in November. After regular changes in the management, in December 2009 a new 


bankruptcy, but is reported to have been dropped by most customers 

– the fourth largest supplier FAP produces its products in Egypt by 

MISACRYL 

– VILLEROY &BOCH and PAMOS AUSTRIA have all performed negatively in 

this market. 


Suppliers to the DIY Stores: 

Of the leading suppliers to the DIY stores in Austria, FAP’s own brand of synthetic 

shower trays are supplied by IDEAL STANDARD (imported from MISRACRYL in 

Egypt), FORMATIC and EISL. EISL sources its shower trays as well as baths from 

Croatia and Turkey and channels them to the DIY chains and “Baustoffhandel”. 

Other brands on the Austrian market include KOLPA SAN from Slovenia, 

NOVELLINI and TEUCO GUZZINI from Italy. 

SAMPLE 


Fig 3A.4.1 AT - DISTRIBUTION FLOW FOR SHOWER TRAYS 

SORTIMENTER / 

WHOLESALER 

7 

35 


RETAILER 

7 



2009 2014 


28 

DIY RETAILER 

0 6 34 3 

1 2 49 

CONSUMER 

43 

HOME 

IMPROVEMENT* 

65 

0 

100 

36 

8 

NEW HOUSING 

19 

0 


57 

52 

MERCHANT 

52 

5 

NON HOUSING 

16 

SORTIMENTER / 

WHOLESALER 

7 39 

MERCHANT 

0 6 37 4 1 2 44 6 

HOME 

IMPROVEMENT* 

63 

35 

100 

6 1 29 10 0 


RETAILER 

CONSUMER 

SAMPLE 

47 



DIY RETAILER 

NEW HOUSING 

22 

48 


53 

NON HOUSING 

15 

48

3A.4.2 Distribution and End Use : Shower Trays 

Distribution 

The distribution of shower trays has the following characteristics (Fig 3A.4.1): 

- established manufacturers of shower trays, whether steel or synthetic, 

effectively channel their products through the Fachgroßhandel, although some 

inevitably reach the Baumärkte (DIY) through the wholesalers themselves 

- sales through DIY stores are relatively low compared to other sanitary 

products (taps and mixers, ceramics). Shower trays are more likely to be sold in 

DIY stores than baths (36% compared to 34%). This difference is mainly 

attributable to the high sales of shower enclosures through DIY stores (with shower 

trays as a complementary product) and also the fact that a shower tray is rather a 

replacement product than a product for new build. Shower trays are also easier to 

install than baths 

- a growing amount of direct supply to plumbers, because of the activities of 

A&S in the synthetic shower sector 

- in the synthetic sector, the Sortimenter and DIY stores have been pushing 

lower priced products. It has been reported that the synthetic shower trays are 

gaining share more rapidly in the DIY stores than in the market as a whole. 


In 2009, the new housing segment accounted for over 19% of all shower tray sales 

in Austria. The majority of shower trays sold in this segment were synthetic shower 

trays. 

SAMPLE 

First time installations accounted for around 4,900 pieces in 2009 and accounted 

for almost 5% of all shower trays. 

The replacement segment absorbed around 60% of the total volume of shower 

trays sold in Austria in 2009. Representing some 58,600 pieces, most of the 

replacement sales were synthetic shower trays. 

The total number for shower trays going to the non housing segment decreased by 

almost 7%, from 16,800 pieces in 2008 to 15,700 pieces in 2009. Share of the non 

housing segment remained at the same level as 2008, but is expected to decrease 

in the coming years. 


SANITARY WARE 


SAMPLE 


CP House 




Tel: +44 (0) 208 832 7860 

Fax: +44 (0) 208 566 4931 




August 2010

4.1.1 Historical Trends and Forecasts : Sanitary Ware 

Fig. III.3-1 AT - SUMMARY OF TRENDS IN THE SANITARY WARE MARKET : 1998-2009 AND FORECASTS TO 2014 


SAMPLE 


4.1.2 Sales by Product Type : Ceramic Sanitary Ware 

Fig. 4.1.2 AT - SALES OF CERAMIC SANITARY WARE BY PRODUCT 

SAMPLE 

Source: BRG CONSULT based on industry interviews. Totals may show slight variance compared to market data due to rounding. 


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SAMPLE 


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Fig 4.1.4 AT - SALES OF NON-CERAMICS BY PRODUCT TYPE 

Product 

Nº pieces Share 

WCs Floor Standing 0.0% 

WCs Wall Hung 0.0% 

WC Cisterns : Exposed 124 500 21.0% 

WC Cisterns : Concealed 164 000 27.7% 

Washbasins / Countertops 74 350 12.6% 

Hand Washbasins 9 600 1.6% 

Pedestals 0.0% 

Half Pedestals 0.0% 

Bidets 0.0% 

Urinals 0.0% 

Sinks 121 450 20.5% 

Shower Trays 98 000 16.6% 

Others 0.0% 

TOTAL 591 900 100% 



2009 

SAMPLE

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SAMPLE 


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4.1.6 Trends and Product Segmentation : Sanitary Ware 


The overall ceramic sanitary ware market saw a good period of growth in the early 

1999s. This trend however, was not to last long and in the mid nineties, consumer 

expenditure fell drastically, despite the ongoing boom in new housing construction 

in 1995 (Fig 4.1.1). 

This economic downturn led to a lack of consumer confidence, aggravated by the 

effects of the government’s austerity programme and by regular announcements of 

job cuts and bankruptcies. The morose economic climate deterred Austrian home 

owners from undertaking renovation works and tight public budgets had a negative 

effect on public spending. The market finally recovered by about 1.3% in 1997, but 

fell again significantly in 1998 (by 12.2%) as the expected revival in consumer 

expenditure was outweighed by the fall in new housing construction. However, in 

1999 sales grew considerably (by 13.9%), with RMI investment balancing out the 

fall in housing completions. After this period, sales continued to fall. BRG 

CONSULT estimated the ceramic sanitary ware market to have been 701,000 

pieces in 2005, an increase of 0.1% compared to 2004. In 2006 and 2007, the 

market grew marginally by 0.9% and 1.2% respectively, to a volume of 715,500 

pieces as a result of recovery in new construction as well as some positive 

impulses on the replacement market. The polarisation of the market towards high 

end products on the one hand, and lower priced economy products on the other, 

continues. 

2009 Market 

Overall, the Austrian ceramic sanitary ware and alternatives market declined by 

almost 4% in 2009, as a result of the weak economy and new construction activity. 

Sales of ceramic sanitary ware were down by over 2% from 712,300 pieces in 2008 

to 695,000 pieces in 2009. 

Sales of exposed plastic cisterns declined by almost 8% in 2009. Concealed cistern 

sales also declined, but to a lesser extent than exposed cisterns, with some 

164,000 units supplied to the Austrian market in 2009. The gap in sales between 

these two cistern types is becoming increasingly wide. 


Ceramic Sanitary Ware 

SAMPLE 

As far as the product mix is concerned (Figs 4.1.2 & Fig 4.1.3), the basic 

characteristics of the Austrian ceramic sanitary market have been as follows: 


– the already high and growing share of wall hung WCs (over 59% in 2009) 

and of all WCs, (up from 37% in 1995). Sales of wall hung WCs grew both in the 

housing and non-housing sectors. Wall hung WCs are seen to offer three main 

advantages: they make the cleaning of the bathroom easier and quicker, they offer 

a more aesthetically pleasing solution, and they are less easy to vandalise because 

the cistern is built in. Wall hung WCs dominate in the public, commercial and hotel 

sectors and have been increasingly popular in one and two family houses. Floorstanding 

WCs dominate in the social housing sector and the upper segment has 

remained fairly stable, mainly due to demand from the replacement sector 

– a large share of flat pan WCs (33%), which remain the standard in the 

eastern part of the country (Vienna, Niederösterreich, the Burgenland, and some 

parts of Steiermark and Oberösterreich) but are said to account for no more than 

10% of sales in the western Bundesländer. Wall-hung WCs are mostly sold with 

concave pan (44%), whereas some 19% of floor standing WCs are with flat pan 

– the growing share of built-in vanity basins, which account for over 26% of 

sales of washbasins and have benefited from the bathroom furniture market. There 

is a trend towards other materials replacing washbasins, such as glass, CORIAN, 

stainless steel, and other synthetic materials (Mineralguß, Steinguß). The 

wholesalers also support this replacement as the margins with these materials are 

usually higher than with ceramics 

– the declining share of double washbasins, which only account for almost 1% 

of sales of washbasins. Double washbasins tend to be replaced by pairs of wash 

basins 

– the small pedestal market. Only 8% of washbasins are sold with any form of 

pedestal (over 15% if hand washbasins, double and built-in washbasins are 

excluded). Half pedestals already account for over 92% of sales. Sales of 

pedestals have relatively stagnated because of the growing competition from 

bathroom furniture (growing share of built-in washbasins) 

SAMPLE 

– the small bidet market (less than 1.4% of the market). There is no tradition in 

Austria for bidets. Bidets are generally sold as part of expensive suites but they are 

rarely sold as a separate piece. 90% of bidets are wall hung, 10% are floor 

standing 

– the small urinal market (some 2.5%). The market is depressed due to public 

spending restrictions and a depressed commercial non-housing market 

– the very small ceramic sinks market of 3,500 pieces. BRG CONSULT 

estimates that although sales increased in 2009 that this segment will remain 

stable in the future as the ceramic sink has its loyal niche customers. 

– the absence of a ceramic shower trays market. In Austria, as already 

mentioned in Section 3.1, the shower tray market is really an extension of the baths 

market. About 37% of shower trays are in enamelled steel and 63% are 


synthetic. VILLEROY &BOCH is the only company to have marketed ceramic 

shower trays in Austria. The trend is towards complete bathroom programmes 

offering co-ordinated pieces of ceramic sanitary ware, bathroom furniture and 

accessories. Nevertheless, some 70 ceramic shower trays are believed to have 

been sold in Austria in 2009. 

Colours 

The trend towards white, initiated at the end of the 1980s, has continued, but with 

now over 90% of pieces sold in white, there remains little scope for further 

increases. White dominates the economy, lower and middle price ranges but even 

in the upper and luxury ranges, the share of white as a whole has kept on 

increasing. Within the premium segment there has been a trend to warm colours 

when the pieces are installed together with furniture. 

In DIY stores, the most commonly sold colours remain white, manhattan, bahama 

beige, pergamon and Bermuda blue. Bermuda blue, which is not very popular any 

longer in the Fachgroßhandel, is still to be found in most DIY stores. 

Plastic Cisterns 

The Austrian WC cisterns market is characterised by the high share of plastic 

cisterns - ceramic cisterns are sold only in close - coupled form for a limited 

number of higher priced suites, including those fitted in 4 and 5 star hotels. Of the 

plastic cisterns sold, almost 43% are exposed and over 57% concealed. 

Concealed cisterns are gaining share at the expense of exposed alternatives and 

should have now captured almost 57% of the plastic cisterns market. The market 

leader in both market segments, GEBERIT, already sells more concealed cisterns 

than exposed ones. Concealed cisterns are used in almost all public sector 

applications except social housing. 

SAMPLE 

Of the 137,700 exposed cisterns (Aufputz-Spülkästen) sold: 

– 13,200 (10%) are in ceramic and are all sold as close coupled, mainly for 

high priced suites. It is thought that all are pre-fitted with push-type selected flush 

mechanisms 

– 124,500 (90%) are in plastic, and of these the great majority are wall 

hung. Not many are close coupled, which are used mainly in municipal social 

housing. There does not appear to be any demand for high level cisterns (either in 

plastic or ceramic). Almost all have push-type selected flush mechanisms (which 

are pre-fitted). Only a small number (mainly sold through DIY stores) have full 

flush. 

Around 90% of exposed cisterns sold in the Austrian market are 9 litre models, but 

they are all equipped with a system which allows them to be turned into 6 litre 

cisterns, in addition to having selected “Spülstop” facilities. Dual flushing 


mechanisms (3 litre/6 litre) are now being sold in Austria, after having been 

introduced by most suppliers in 1999/2000. These systems have rapidly taken a 

large part of the market share and in 2009 most systems were sold with such a 

dual flush option. 

The market for concealed plastic WC cisterns (Unterputzspülkästen) is estimated to 

be 164,000. Estimated installation module trends are presented in Fig 4.1.5, which 

shows a clear trend towards plastic cisterns with frame. Most of the 180,700 wall 

hung WCs are sold with a concealed cistern. Sales values for concealed plastic 

cisterns market in 2009 are shown in Figs 4.2.4. 

Most concealed cisterns are 6-litre models. Almost all are sold with pre-fitted pushtype 

selected flush mechanisms. Almost all are manually operated. Some 99% of 

concealed cisterns are fitted using installation modules. 

The pattern of sales of concealed cisterns follows closely that of wall hung WCs. 

They have a large share in the institutional and commercial sector, but are also 

gaining in one and two family homes. 

SAMPLE 


4.1.7 Forecasting Basis : Sanitary Ware 


This is a mature market for which the underlying trend may even be negative. 


Concealed cisterns are gaining share. 


The trend is away from pedestals as more washbasins are set into bathroom 

furniture. 


New housing construction and private consumption are the main drivers. Both 

have fluctuated quite strongly over the years, often out of cycle with one another. 

When they have been in cycle (1999 positively and 2001/2 negatively), the impact 

on CSW sales has been very marked. Overall, housing completions are predicted 

to decrease again by almost 5% in 2010. 

Events 




As GDP is expected to grow slightly and construction activity continues to be weak 

in 2010, the ceramic sanitary ware market is expected to continue to decline in 

2010. 


Overall, sales of sanitary ware are expected to stagnate in 2011 and show signs of 

slight increase from 2012 onwards. This development will be in line with the 

country’s economy and the majority of the sales will be dedicated to the 

replacement segment 

Sensitivities 

SAMPLE 

The forecasts are very vulnerable to downside influences because of decreasing 

construction activity and the current weak economic situation worldwide. 


4.2.1 Prices and Market Values : Sanitary Ware 

Fig. 4.2.1 AT - ESTIMATED VALUES OF THE SANITARY WARE MARKET 



SAMPLE 


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4.2.4 Values by Product Type : Conc. Plastic Cisterns 

Fig. 4.2.4 AT - CONCEALED PLASTIC CISTERNS SALES VALUE PER TYPE OF INSTALLATION 

SAMPLE 



4.2.5 Prices and Market Values : Sanitary Ware 

Market Values 


Overall, the market value for ceramic sanitary ware was estimated at €34.06 

million. Compared to the previous year, the total value of the Austrian ceramic 

sanitary ware market showed a decline of over 4%. 

The share of the luxury segment remained stable in volume, but increased its value 

share from 22% in 2008 to over 23% in 2009. The middle segment decreased both 

in value and volume. The lower and economy segments grew both in volume and 

value as a result of decreasing prices. 

Washbasins/Countertops still account for the largest share of the total ceramic 

sanitary market value with €17.1 million. So, the share of washbasins/countertops 

market value has increased in 2009 to almost 51%, from over 49% in 2008. The 

market value of the total WC segment has not changed in 2009. The increasing 

share of wall hung WC market and value compensated the decreasing floor 

standing market value and volume. 


Plastic cisterns value shrank by over 8% and represented a market value of €11.68 

million. Concealed cistern segment value experienced a drop of almost 8% and 

had an estimated market value of €8.69 million in 2009. The market value of the 

exposed segment declined by over 9%, to €2.99 million, because of the decreasing 

popularity. 

Prices 


SAMPLE 

The average price (msp) of a piece of ceramic sanitary ware was €49 in 

2009. Prices could not increase due to an decrease of sales of inexpensive 

imported products, as has been a common trend in recent years. The decline in 

price has resulted from the fact that the displacement of the demand from the 

upper price segment to the middle price segment and from the middle to the lower 

and economy segments has been countered by higher value in the upper and 

luxury segments, due to the addition of new surfaces, such as VILLEROY 

&BOCH’s Ceramic-plus and Active careor LAUFEN’s Wondergliss surface. 

Although manufacturers of branded products have been the first to suffer from the 

deterioration of the product mix, they have reinforced the trend themselves. Indeed, 

most western manufacturers, which had acquired manufacturing facilities in 

Eastern Europe, have helped them improve quality, through the introduction of 


quality control measures, and adapt the design and specifications to western 

European tastes and requirements and have started importing from their 

subsidiaries to supply the lower end of the market. Estimated ceramic sanitary 

ware value, per type of product in 2009 is shown in Fig 4.2.3. 


The average manufacturers’ selling price (Nettopreis der Industrie) for concealed 

cisterns dropped by almost 1% and for exposed by over 2% in 2009, compared to 

the previous year. As already mentioned above, demand has been slipping from 

the higher price segment to the lower one. This may be explained by the growing 

price consciousness of consumers and also by the fact that low cost manufacturers 

have significantly improved the quality (many have qualified for the ISO 9001 

certification) and the design of their products, thus putting them in a better position 

to offer their products, which are similar to branded products, at a much lower 

price. 

SAMPLE 


4.3.1 

4.3.2 

Market Shares : Ceramic Sanitary Ware 

Fig. III.6-1 AT - ESTIMATED MARKET SHARES FOR CERAMIC SANITARY WARE 


Market Shares : Exposed Plastic Cisterns 

Fig. III.7-1 AT - ESTIMATED MARKET SHARES FOR EXPOSED PLASTIC CISTERNS 


SAMPLE 


4.3.3 Market Shares : Concealed Plastic Cisterns 

Fig. III.8-1 AT - ESTIMATED MARKET SHARES FOR CONCEALED PLASTIC CISTERNS 


SAMPLE 


Fig 4.3.4 AT - ESTIMATES OF MARKET SHARES FOR INSTALLATION MODULES 

Holding group Company 

Nº pieces Share 

GEBERIT GEBERIT 113,500 72.7% 

GROHE GROHEDAHL 7,400 4.7% 

ALIAXIS FRIATEC 4,800 3.1% 

TECE TECE 4,400 2.8% 

GWA INTERNATIONAL WISA 2,400 1.5% 

JOMO JOMO 1,450 0.9% 

ALIAXIS SANIT EISENBERG 700 0.4% 

KOLEKTOR GROUP KOLEKTOR MISEL SCHWAB 120 0.1% 


2009 

Others 21,330 13.7% 

TOTAL 156,100 100% 

SAMPLE 


4.3.5 Supply Patterns & Trends : Sanitary Ware 

Supply 


The Austrian ceramic sanitary ware market was for a long time preserved from real 

competition. The market was dominated by the only domestic producer, ÖSPAG 

(now LAUFEN AUSTRIA, owned by ROCA), and only a few German 

manufacturers, amongst which VILLEROY &BOCH and IDEAL STANDARD, had 

challenged ÖSPAG’s leadership. However, after Austria joined the EU, a number of 

foreign manufacturers (mainly German and Italian companies) entered the 

market. Amongst the suppliers who entered the market are KERAMAG, 

CERAMICA DOLOMITE, ALFÖLDI (now included in VILLEROY &BOCH’s figure) 

and POZZI. Relative newcomers include VITRA, ROCA itself and JIHOCESKA 

KERAMIKA (LAUFEN’s Czech subsidiary). 

Estimated market shares for 2008 and 2009 are given in Fig 4.3.1. 

Fachgroßhandel 

Of the leading players distributing through the Fachgroßhandel: 

- the brand LAUFEN is manufactured in its facility in Wilhelmsburg and in 

LAUFEN in Switzerland. On the other hand, JIHOCESKA KERAMIKA products are 

produced in the Czech Republic and sold under its own brand or under 

Hausmarken. JIKA products are also channelled via DIY stores. LAUFEN 

AUSTRIA (former ÖSPAG), the Austrian subsidiary of the Swiss KERAMIK 

HOLDING LAUFEN (belonging to ROCA), still heads the market. Indeed the brand 

JIKA/LAUFEN increased its market shares and positioned as the second largest 

supplier in 2009 again 

SAMPLE 

– VITRA, the third largest supplier in 2009, is the brand name used for 

sanitary ware by the Turkish manufacturer ECZACIBASI YAPI GERECLERI 

SANAYI VE TICARET A.S., better known as EYAP. VITRA is supplied direct from 

Germany to the leading Austrian wholesalers (ÖAG, SHT, HOLTER, ODÖRFER, 

HEINZE), where it is sold under Hausmarken (STAR, PRISMA, CONZEPT, 

DIANA). VITRA is also strong in development projects, where price is most often 

the most important factor 

– VILLEROY &BOCH has been trying to push its economy segment in recent 

years. It closed seven plants and cut 900 jobs world-wide, nearly 10% of its 

workforce. VILLEROY &BOCH experienced a decrease of over 6% in its sales in 

2009 

– the Finnish Group SANITEC is present on the market through several 

brands: the German KERAMAG and Italian POZZI. In July 2009, SANITEC, EQT 


and the senior lender consortium completed the reconstruction of SANITEC’s 

syndicated financial liabilities KERAMAG, as a brand, has been present on the 

Austrian market for several years and is mainly distributed through the 

Fachgroßhandel and its showrooms 

– although the distribution of DURAVIT was separated from LAUFEN in most 

countries, it remained together with LAUFEN in Austria until the end of 

2005. However, as both brands, LAUFEN and DURAVIT competed with each 

other, DURAVIT decided to end this cooperation and opened a DURAVIT sales 

office in Vienna in May 2006 

– CESAROM sales were registered for the first time in 2006. It has been a 

member of the Spanish group ROCA since 2006 

– IDEAL STANDARD’s sales, through the company’s traditional partners 

(SHT, ODÖRFER, HOLTER, STEINER and IMPEX-SANOPOL) decreased by 

almost 48% in 2009. IDEAL STANDARD imports also from TEPLICE in the Czech 

Republic and other eastern European factories 

– CERAVID is sold through DIY, channelled to BAUMAX by FAP 

– ROCA as a brand is distributed separately from LAUFEN AUSTRIA. Its 

main distributor is SHT. 

In terms of price positioning: 

– VILLEROY &BOCH, IDEAL STANDARD and DURAVIT are particularly 

strong in the upper and luxury segments 

– KERAMAG is predominantly involved in the upper and middle segments 

– LAUFEN is strong throughout the upper, middle and lower segments 

– DOLOMITE and POZZI are particularly strong in the middle and lower 

segments 

– VITRA is positioned at the lower end of the middle segment and in the lower 

segment 

– ALFÖLDI and JIHOCESKA KERAMIKA are only present in the economy 

segment (JIKA dominates the Hausmarken segment) 

– the bottom end of the economy segment is supplied by imports of cheap 

unbranded products (from Romania for example). 

Hausmarken 

SAMPLE 


The Hausmarken business is ever growing in Austria, as the wholesalers try to 

push their own brands, which are supplied mainly by the Turkish supplier 

VITRA. VITRA is sold by SHT in its PRISMA Hausmarke, by COMIGRO-ISG in 

CONZEPT (HOLTER, ODÖRFER) and by the NORDWEST group. The Czech 

JIKA is sold by ÖAG through its STARbrand programme. The DELTAby SANITEC 

is sold under PRISMA(SHT). Some major wholesalers have claimed that even as 

much as 50% of their ceramics sales are Hausmarken, the rest being branded 

products. 

DIY Stores 

Sales through DIY stores are reported to have been stable during 2009. 

Suppliers to the DIY stores are mainly Austrian and German “Sortimenter”, 

importing low cost unbranded products from countries such as Turkey, Croatia or 

Italy, rebranding them (although not the very cheap ones) and selling them to the 

DIY stores. Surprisingly, the Sortimenter involved in the ceramic sanitary ware 

business are not the same as for other bathroom products. The leading suppliers to 

the DIY stores are thought to be BRUCKNER &NOVAK at the bottom end of the 

market, and the German ISOKORK (importing from SEREL in Turkey, from Italy 

and from Croatia) at the upper end of the market. ISOKORK, based in Tiefenbach 

in Germany, has a warehouse in Austria. ISOKORK is known to supply BAUMAX 

with a line called FONTANA. EISL SANITÄR, one of the two leading bathroom 

products, Sortimenter, is not involved in the ceramic sanitary ware market. ÖAG’s 

arm FAP channels ceramics to BAUMAX. 

Exposed Plastic Cisterns 

The Swiss manufacturer GEBERIT is the largest supplier of exposed plastic 

cisterns to the Austrian market, even if its dominance in the exposed cisterns 

market is not as complete as its dominance of the concealed cisterns 

market. GEBERIT is thought to hold over one third of the total exposed plastic 

cisterns market and around 45% of sales through the Fachhandel (some GEBERIT 

cisterns are on offer in the Baumärkte, but very few are sold because of their high 

prices). GEBERIT also appears to dominate the social housing sector. GEBERIT 

has a manufacturing facility in Austria in Sankt Pölten, Niederösterreich. 

SAMPLE 

The balance of the market is supplied by a dozen or so importers. 

Fig 4.3.2 shows the main suppliers to the Austrian market: 

– Although GEBERIT experienced a decline of almost 8% in its sales, it 

continued to be the leader in this market, with over 38% of the plastic cistern 

exposed market. Some 45% of its sales go through the Fachhandel. In exposed 

cisterns, GEBERIT has its brand PROSAN 

– in second place WISA, which is also sold through the Fachhandel 


– JOMO, whose products are often found in the DIY stores 

– SANITÄRTECHNIK EISENBERG reaches the Austrian market by supplying 

cisterns to UNISAN, an organisation set up by Austria’s leading sanitary wholesaler 

ÖAG to supply the Baumärkte 

– FRIATEC (GLYNWED GROUP), also owner of ABU-SANITAIR, is also 

aimed at the Fachhandel 

– KOLLEKTOR MISSEL SCHWAB, which belongs to the Slovenian 

KOLEKTOR GROUP since 2008, manufacturers WC seats, plastic WC cisterns 

and pre-wall mounting systems. The company products are sold in both DIY stores 

and through the Fachhandel. 

Concealed Plastic Cisterns 

Although GEBERIT sold almost 5% less concealed plastic cisterns in 2009, 

it raised its market shares from 71% to 72%. The leading Austrian manufacturer of 

pre-wall installation systems HUTTER, recently acquired by GEBERIT. The small 

balance of the market is made up of products imported direct from foreign 

manufacturers, such as GROHEDAL, FRIATEC, TECE and KOLLEKTOR MISSEL 

SCHWAB, for large building projects (Objektsgeschäft). 

The majority of cisterns are channelled via the Fachhandel, but a few do find their 

way into the DIY stores. 



Imports: 

LAUFEN AUSTRIA is the only Austrian manufacturer of ceramic sanitary ware. All 

other ceramic sanitary ware products sold on the Austrian market are 

imported. Total imports of ceramic sanitary decreased by almost 17%, to 11,142 

tonnes in 2009 from 13,391 tonnes in 2008. However, based on the market total of 

695,000 pieces sold, a large proportion of these imports are then further reexported, 

with Germany and western Europe the main destinations. Exports are 

discussed in more detail below. 

Of the imports shown in Figs 4.4.1, 2 &3: 

SAMPLE 

– imports from Germany decreased slightly in 2009 and include VILLEROY 

&BOCH, IDEAL STANDARD, KERAMAG, DURAVIT including tied imports to 

LAUFEN AUSTRIA, some imports from ROCA’s German subsidiary and VITRA 

products transiting through Germany 


– imports from Turkey declined by almost 12% in 2009, compared to the 

previous year and include imports from VITRA, EGE VITRIFYE, SEREL and 

TOPRAK. EGE VITRIFYE, SEREL and TOPRAK are thought to be supplying the 

Sortimenter 

– those from the Czech Republic are mainly tied imports by LAUFEN 

AUSTRIA from its manufacturing facility JIHOCESKA KERAMIKA (JIKA) in 

Bechyne and KZ ZNOJMO, plus the imports by IDEAL STANDARD from its plant in 

Teplice 

– imports from China are mainly sold through DIY stores at below average 

prices 

– products from Serbia are re-exports, possibly originating from Greece 

– imports from Italy are mainly from CERAMICA DOLOMITE and POZZI 

SANITARI. There may also be some deliveries to Austrian Sortimenter 

– imports from Switzerland are to LAUFEN AUSTRIA from its parent company 

– imports from Bulgaria are likely to be from FAYANS KASPICHAN (51% 

owned by LAUFEN/ROCA) and from IDEAL STANDARD from its factory in 

Bulgaria 

Exports: 

In 2009, exports (and re-exports) declined by over 18% and reached 10,225 

tonnes, down from 12,535 tonnes in 2008. Again, there have been some changes 

in the countries of destination. In 2009, Austria’s main trading partners were: 

Germany (24.5%), Switzerland (15.6%), the Czech Republic (9.7%), Spain (9.3%) 

Netherlands (6.8%) and Italy (4.3%) (see Figs 4.4.4, 5 &6). 


SAMPLE 

The official import/export statistics shown in Figs 4.4.7 and 4.4.8 cover “bidets, 

lavatory pans, flushing cisterns and similar sanitary or hygiene products in plastic, 

excluding lavatory seats and covers”. Since virtually no plastic bidets or lavatory 

pans are sold, the figures are thought effectively to cover plastic cisterns (both 

exposed and concealed). 

The imports to Austria are shown as having decreased by over 7% from 3,538 

tonnes in 2008 to 3,275 tonnes in 2009. 

This trend is not similar for exports which increased by over 9%, from 2,223 tonnes 

in 2008 to 2,428 tonnes in 2009. It is likely that GEBERIT is now importing more 

products direct from its factory in Slovenia and hence the high percentage volume 


eing delivered from this country. SCHWAB, FRIATEC, ABU-SANITAIR, JOMO, 

SANITÄRTECHNIK EISENBERG, GROHEDAL and TECE are also included in the 

imports from Germany. 

Slovenian products come from GEBERIT’s subsidiary SANFORM plus from LIV 

POSTOJNA supplying the Baumärkte. 

SAMPLE 


Fig 4.4.1 AT IMPORTS OF CERAMIC SANITARY WARE - PORCELAIN 2009 


Volume 

Tonnes % 

Value 000 

Euros % 

GERMANY 1948 45.4% 12352 70.6% 


BULGARIA 361 8.4% 398 2.3% 

SWITZERLAND 337 7.8% 1402 8.0% 

ITALY 82 1.9% 778 4.4% 

SPAIN 13 0.3% 34 0.2% 

OTHERS 22 0.5% 133 0.8% 

Total 4 294 100.0% 17 493 100.0% 

Fig 4.4.2 AT IMPORTS OF CERAMIC SANITARY WARE - OTHER THAN PORCELAIN 2009 


Volume 

Tonnes % 

Value 000 

Euros % 

TURKEY 2379 34.7% 4272 17.1% 

GERMANY 1673 24.4% 14288 57.3% 

CHINA 955 13.9% 852 3.4% 

SERBIA 868 12.7% 967 3.9% 

ITALY 396 5.8% 2750 11.0% 

SLOVENIA 193 2.8% 868 3.5% 

MACEDONIA 169 2.5% 104 0.4% 

SWITZERLAND 82 1.2% 368 1.5% 


SWEDEN 29 0.4% 121 0.5% 

OTHERS 53 0.8% 293 1.2% 

Total 6 848 100.0% 24 940 100.0% 

SAMPLE 


Fig 4.4.3 AT IMPORTS OF ALL CERAMIC SANITARY WARE 2009 


Volume 

Tonnes % 

Value 000 

Euros % 

GERMANY 3621 32.5% 26640 62.8% 

TURKEY 2383 21.4% 4280 10.1% 


CHINA 960 8.6% 871 2.1% 

SERBIA 868 7.8% 967 2.3% 

ITALY 478 4.3% 3528 8.3% 

SWITZERLAND 419 3.8% 1770 4.2% 

BULGARIA 375 3.4% 412 1.0% 

SLOVENIA 193 1.7% 870 2.1% 

MACEDONIA 169 1.5% 104 0.2% 

OTHERS 94 0.8% 538 1.3% 

Total 11 142 100.0% 42 433 100.0% 

SAMPLE 


Fig 4.4.4 AT EXPORTS OF CERAMIC SANITARY WARE - PORCELAIN 2009 


Volume 

Tonnes % 

Value 000 

Euros % 

SWITZERLAND 800 16.2% 2832 18.4% 

GERMANY 664 13.5% 2061 13.4% 


SPAIN 341 6.9% 1465 9.5% 

HUNGARY 325 6.6% 491 3.2% 

U.K. 296 6.0% 812 5.3% 

NETHERLANDS 247 5.0% 682 4.4% 

ROMANIA 194 3.9% 293 1.9% 

CROATIA 155 3.1% 311 2.0% 

GREECE 126 2.6% 347 2.3% 

CHINA 115 2.3% 401 2.6% 

SLOVAKIA 113 2.3% 258 1.7% 

SINGAPORE 99 2.0% 383 2.5% 

DENMARK 92 1.9% 424 2.8% 

ITALY 86 1.7% 252 1.6% 

SLOVENIA 84 1.7% 221 1.4% 

BULGARIA 45 0.9% 78 0.5% 

FINLAND 43 0.9% 146 0.9% 

CYPRUS 35 0.7% 166 1.1% 

INDIA 32 0.6% 132 0.9% 

ISRAEL 27 0.5% 136 0.9% 

RUSSIA 25 0.5% 278 1.8% 


BAHRAIN 24 0.5% 122 0.8% 

LUXEMBOURG 24 0.5% 50 0.3% 

OTHERS 274 5.6% 1424 9.2% 

Total 4 930 100.0% 15 405 100.0% 

SAMPLE 

Fig 4.4.5 AT EXPORTS OF CERAMIC SANITARY WARE - OTHER THAN PORCELAIN 2009 


Volume 

Tonnes % 

Value 000 

Euros % 

GERMANY 1840 34.9% 6554 38.9% 

SWITZERLAND 790 15.0% 2684 15.9% 

SPAIN 609 11.6% 1447 8.6% 

NETHERLANDS 452 8.6% 610 3.6% 


ITALY 352 6.7% 677 4.0% 

SLOVENIA 228 4.3% 210 1.2% 

U.K. 101 1.9% 324 1.9% 

HUNGARY 75 1.4% 113 0.7% 

RUSSIA 52 1.0% 584 3.5% 

CROATIA 33 0.6% 72 0.4% 

ROMANIA 31 0.6% 75 0.4% 

OTHERS 351 6.7% 2282 13.6% 

Total 5 270 100.0% 16 832 100.0% 


Fig 4.4.6 AT EXPORTS OF ALL CERAMIC SANITARY WARE 2009 


Volume 

Tonnes % 

Value 000 

Euros % 

GERMANY 2504 24.5% 8615 26.6% 

SWITZERLAND 1590 15.6% 5516 17.1% 


SPAIN 950 9.3% 2912 9.0% 

NETHERLANDS 699 6.8% 1292 4.0% 

ITALY 438 4.3% 929 2.9% 

HUNGARY 400 3.9% 604 1.9% 

U.K. 397 3.9% 1136 3.5% 

SLOVENIA 312 3.1% 431 1.3% 

ROMANIA 225 2.2% 368 1.1% 

CROATIA 188 1.8% 383 1.2% 

GREECE 142 1.4% 438 1.4% 

SLOVAKIA 135 1.3% 460 1.4% 

CHINA 126 1.2% 483 1.5% 

SINGAPORE 122 1.2% 512 1.6% 

DENMARK 107 1.0% 550 1.7% 

RUSSIA 77 0.8% 862 2.7% 

INDIA 57 0.6% 235 0.7% 

OTHERS 761 7.4% 3882 12.0% 

Total 10 225 100.0% 32 340 100.0% 

SAMPLE 


Fig 4.4.7 AT IMPORTS OF PLASTIC CISTERNS 2009 


Volume 

Tonnes % 

Value 000 

Euros % 

GERMANY 1866 57.0% 18854 69.5% 

ITALY 582 17.8% 1827 6.7% 

EGYPT 316 9.6% 897 3.3% 

SWITZERLAND 164 5.0% 3348 12.3% 

POLAND 104 3.2% 426 1.6% 

TURKEY 60 1.8% 216 0.8% 

NETHERLANDS 25 0.8% 235 0.9% 

SLOVAKIA 24 0.7% 27 0.1% 

PORTUGAL 23 0.7% 100 0.4% 

DENMARK 22 0.7% 266 1.0% 


CHINA 18 0.5% 143 0.5% 

SLOVENIA 15 0.5% 132 0.5% 

OTHERS 36 1.1% 550 2.0% 

Total 3 275 100.0% 27 118 100.0% 

Fig 4.4.8 AT EXPORTS OF PLASTIC CISTERNS 2009 


Volume 

Tonnes % 

Value 000 

Euros % 

GERMANY 1103 45.4% 15885 45.6% 

CROATIA 286 11.8% 2225 6.4% 

SERBIA 121 5.0% 943 2.7% 

RUSSIA 112 4.6% 1444 4.1% 


SWITZERLAND 106 4.4% 1213 3.5% 

HUNGARY 84 3.5% 1522 4.4% 

ITALY 81 3.3% 2300 6.6% 

SAMPLE 

BELGIUM 65 2.7% 1573 4.5% 


SLOVENIA 43 1.8% 633 1.8% 

SLOVAKIA 38 1.6% 788 2.3% 

POLAND 38 1.6% 775 2.2% 

CHINA 37 1.5% 346 1.0% 

ROMANIA 33 1.4% 374 1.1% 

BULGARIA 21 0.9% 549 1.6% 

FRANCE 21 0.9% 207 0.6% 

TURKEY 15 0.6% 207 0.6% 

OTHERS 70 2.9% 1447 4.2% 

Total 2 428 100.0% 34 862 100.0% 


Fig 4.5.1 AT - DISTRIBUTION FLOW : CERAMIC SANITARY WARE 

SORTIMENTER / 

WHOLESALER 

5 

1 

6 6 32 4 

0 1 48 3 

7 7 30 2 

0 1 50 3 

HOME 

IMPROVEMENT* 

56 

35 


RETAILER 

6 

CONSUMER 

48 


28 

100 

NEW HOUSING 

24 

5 

DIY RETAILER 

2 

MERCHANT 

52 


52 

NON HOUSING 



2009 2014 

33 

20 

50 

SORTIMENTER / 

WHOLESALER 

33 


RETAILER 

CONSUMER 

46 


100 

5 2 28 3 2 

HOME 

IMPROVEMENT* 

DIY RETAILER 

7 31 

SAMPLE 

54 


NEW HOUSING 

23 

23 

50 

MERCHANT 

52 


54 

NON HOUSING

TYPE Fig 4.5.2 OF AT - DETAILED END USE SEGMENTATION : CERAMIC SANITARY WARE 2009 

Products 


% 

TOTAL % 

* RMI = Repair, Maintenance, Improvement 

Project 


Professional 

Traditional Route 

(wholesale/retail/direct) 

'000 '000 

Residential New Build Residential RMI* Non Residential 

Private 

Project 

Professional 



Private Professional 

'000 '000 '000 '000 '000 

SAMPLE 

62.6 76.5 27.8 20.9 229.4 139.0 

9.0% 11.0% 4.0% 3.0% 33.0% 

139.0 

Total 

'000 

20.0% 20.0% 100.0% 

24.0% 56.0% 20.0% 100.0% 


695

4.5.3 Distribution and End Use : Sanitary Ware 

Distribution 

This section gives an overview of the distribution patterns for ceramic sanitary 

ware, as can be seen in Fig 4.5.1. 

The first stage of distribution of ceramic sanitary ware is dominated by merchants, 

some 52% of the sales volume is directed via the merchants to the 

contractors/installers and consumers. Wholesalers have quite a powerful position in 

the market as the Austrian wholesale trade is quite concentrated and 

manufacturers need them to reach the profitable middle and upper segments of the 

market. 

The ultimate share of the DIY stores is about 33%, the DIY sector is understood to 

be losing share to large furniture retailers (included in specialist retailers) in the 

longer term. The rest is believed to be supplied direct to development projects. DIY 

stores are not expected to increase their share of sales, and neither are specialist 

retailers and furniture retailers. Furniture retailers, which have entered the 

bathroom products market with bathroom furniture, are now expanding their 

bathroom departments to include ceramic sanitary ware. This presents a risk for 

manufacturers of branded products since furniture retailers will probably follow the 

example of DIY stores and get supplies from foreign manufacturers. This has 

opened the door to manufacturers like ROCA, which is known to have been 

supplying some furniture retailing chains with bathroom furniture and has now 

taken this opportunity to enter the Austrian ceramic sanitary ware market through 

the wholesaler HILD. However, this trend seems more to be the case for economy 

and middle range products. The premium section still sells their products through 

wholesalers, although some systems including furniture are even sold to installers 

directly. 

The share of concealed plastic cisterns running through DIY stores is believed to 

be very low (maximum 5%), due to the fact that the system must be properly fitted 

by the installer and is not usually done by the end user. Installers also obtain better 

pricing from the sanitary and heating wholesalers. Installers mostly buy from 

specialised wholesalers. 

The share of DIY in exposed plastic cisterns distribution is estimated to grow 

gradually every year. However, sanitary and heating wholesalers are still selling the 

majority of the exposed plastic cisterns. 


New Housing 

SAMPLE 

In 2009, the new housing segment accounted for almost 24% of all ceramic 

sanitary ware sales in Austria. The total number of ceramic sanitary ware sales in 


this segment decreased by over 2%, from 170,950 pieces in 2008 to 166,800 

pieces in 2009. 

Of the total volume going into the new build segment, the majority were bought by 

professionals (83%), whereas only 27,800 pieces were purchased by private 

individuals. For more details, see Fig. 4.5.2. 

In terms of plastic cisterns, there is a large difference between concealed and 

exposed in the new housing segment. Almost 44% of all concealed plastic cisterns 

were installed into the new housing segment, whereas only 9.5% of all exposed 

plastic cisterns are sold for new housing. 

Replacement 

The replacement and first time segment absorbed together around 56% of the total 

volume of ceramic sanitary ware sold in Austria in 2009. Representing almost 

390,000 pieces, this segment is expected to decrease in the coming years. 

Almost 59% were sold via traditional route (wholesale/retail/direct), towards new 

build and almost 36% were bought by private consumers. 

In terms of plastic cisterns, most of the RMI sales were exposed plastic cisterns. 

Around 78% of all exposed plastic cisterns were exposed models, whereas only 

22% of the concealed plastic cisterns were installed in the replacement and first 

time segment. 

Non Housing 

The number of ceramic sanitary sales installed for the non housing segment 

increased by almost 3%, whereas the non housing share increased by only 1%, 

compared to the previous year, from 19% in 2008 to 20% in 2009. Ceramic sanitary 

ware products installed in non residential, were sold only to professionals. 

SAMPLE 

In terms of plastic cisterns, the non housing segment was clearly dominated by the 

concealed installations with a share of 34%, in comparison to 12.5% of the 

exposed models. 


TAPS & MIXERS 


SAMPLE 


CP House 




Tel: +44 (0) 208 832 7860 

Fax: +44 (0) 208 566 4931 




August 2010

5.1.1 Historical Trends and Forecasts : Taps & Mixers 

Fig. 5.1.1 AT - SUMMARY OF TRENDS IN THE TAPS AND MIXERS MARKET : 1998-2009 AND FORECASTS TO 2014 


SAMPLE 


Fig 5.1.2-1 AT - SALES BY TYPE & APPLICATION : TAPS & MIXERS 

Type Basin Bath Bidet Sink Shower Total (2009) Total (2014) 

'000's % '000's % '000's % '000's % '000's % '000's % '000's % 

T&M: Pillar 12.0 2.6% 2.1 1.2% 0.0 0.0% 0.0 0.0% 0.0 0.0% 14.1 1.5% 9.9 1.0% 

% 85.1% 14.9% 0.0% 0.0% 0.0% 100.0% 

T&M: 2 Head Mixers 92.1 20.1% 48.6 27.0% 1.9 14.3% 37.1 24.3% 7.5 5.0% 187.2 19.6% 168.8 16.9% 

% 49.2% 26.0% 1.0% 19.8% 4.0% 100.0% 

T&M: 1 Head Mixers 353.6 77.0% 95.6 53.1% 11.4 85.7% 115.4 75.7% 77.7 52.1% 653.7 68.5% 700.4 70.1% 

% 54.1% 14.6% 1.7% 17.7% 11.9% 100.0% 

T&M: Thermostatic 1.4 0.3% 33.8 18.8% 0.0 0.0% 0.0 0.0% 63.8 42.8% 99.0 10.4% 119.9 12.0% 

% 1.4% 34.1% 0.0% 0.0% 64.4% 100.0% 

Total 459.1 100% 180.1 100% 13.3 100% 152.5 100% 149.0 100% 954.0 100% 999.0 100% 

% 48.1% 18.9% 1.4% 16.0% 15.6% 100.0% 100.0% 

Fig 5.1.2-2 AT - ESTIMATED SALES OF SANITARY TAPS AND MIXERS BY TYPE AND APPLICATION 

2009 

SAMPLE 

T&M: Pillar 

T&M: 2 Head Mixers 


T&M: Thermostatic 


2014 

T&M: Pillar 



T&M: Thermostatic

Fig 5.1.3-1 AT - SEGMENTATION OF TAPS & MIXERS : EXPOSED AND CONCEALED 2009 AND 2014 (FORECASTS) 

Product 

Exposed 848.8 

- of which Thermostatic 96.2 

- of which Non-Thermostatic 752.6 

Concealed 105.2 

- of which Thermostatic 2.8 

- of which Non-Thermostatic 102.4 

TOTAL 954.0 


2009 2014 

Pieces ('000) Share Pieces ('000) Share 

89.0% 859.1 

10.1% 114.9 

78.9% 744.2 

11.0% 139.9 

0.3% 5.0 

10.7% 134.0 

100.0% 999.0 

Fig 5.1.3-2 AT - SEGMENTATION OF TAPS & MIXERS BY DRAW-OFF POINT 2009 

Taps and Mixers 

Exposed 

('000) 

Concealed 

('000) 

Exposed 

('000) 

86.0% 

11.5% 

74.5% 

14.0% 

0.5% 

13.4% 

100.0% 

Concealed 

('000) 

Exposed 

('000) 

Concealed 

('000) 

Pillar 12.0 0.0 2.1 0.0 0.0 0.0 0.0 0.0 0.0 0.0 14.1 0.0 

Two-Head 81.1 11.1 44.2 4.4 1.8 0.1 34.1 3.0 6.7 0.8 167.9 19.3 

One-Head 322.4 31.2 73.2 22.4 11.4 0.0 101.6 13.9 62.0 15.7 570.6 83.2 

Thermostatic 1.4 0.0 33.4 0.4 0.0 0.0 0.0 0.0 61.4 2.4 96.2 2.8 

TOTAL 416.9 42.3 152.9 27.2 13.2 0.1 135.7 16.8 130.1 18.9 848.8 105.2 


SAMPLE 

Basin Baths 


Bidet Sink Shower Total (2009) 

Exposed 

('000) 

Concealed 

('000) 

Exposed 

('000) 

Concealed 

('000) 

Exposed 

('000) 

Concealed 

('000)

5.1.4 Trends and Product Segmentation : Taps & Mixers 


The Austrian sanitary taps and mixers market had been growing steadily since the 

end of the 1980s. However, the market started falling slightly in the mid 1999s, as 

the first effects of the government's austerity programme started to be felt on 

household incomes and, consequently, on consumer expenditure, following the 

boom immediately after the transformation of neighbouring eastern Europe. 

Since 1996, the volume trend has been mainly downwards, and this has been 

accompanied by a progressive fall in unit prices. There was a brief and very 

modest recovery in 2006 and 2007 as housing construction and consumer 

expenditure picked up. 

2009 Market 

The positive development of the market for taps and mixers (1.5% growth in 2008) 

came to a halt in 2009, with the overall market declining by over 2% to an 

estimated 954,000 pieces sold (Fig 5.1.1). Average prices decreased by almost 

1%, mainly due to an increase in sales via DIY stores. 

The negative development was mainly caused by the uncertainty of the impact of 

the worldwide crisis on the Austrian economy. In times when the economy 

struggles, non essential replacements are often deferred. 


The majority of products sold were one head mixers with a share of almost 69% of 

the total market volume, whereas two-head mixers represented almost 20% of the 

market in 2009 (Fig 5.1.2). 

SAMPLE 

The trend towards single head mixers (”Einhebelmischer”) remained strong in 

2009. Single lever mixers are thought to dominate the total sales with a share of 

68.5%. By 2014, this product should have over 70% share of the total 

market. Across the board, it has been the lower and upper segments of the market 

that have continued to increase to the detriment of the mid-range products. This 

has led to a poorer performance by companies such as KLUDI and BWT whose 

products target the mid-range sector specifically. 

The share of thermostatic mixers is already high in comparison with other 

European countries (excluding the Nordic countries), representing over 10% of 

sales in 2009, with sales expected to grow as prices keep on falling, both for 

branded and unbranded products (a growing number of lower priced models have 

appeared on the market, like GROHE's AUTOMATIC1000 or HANSA's HANSA 

TEMPRA), and as the quality of cartridges improves, thus making thermostatic 

mixers more reliable and more robust. 


Nevertheless, the scope for growth is limited since thermostatic mixers are mainly 

used for baths and showers, although thermostatic washbasin mixers are also 

available. Thermostatic mixers are thought to account for nearly 43% of sales of 

shower mixers and just almost 19% of sales of bath mixers. The trends between 

one and two head mixers in both basins and baths are very similar, due to the fact 

that when renovating and replacing existing products, consumers are likely to try to 

match the mixer used in the basin with the one in the bath. 

Two head mixers have had a new lease of life as 'classic' styles and have again 

become popular. The increasing popularity of guest bathrooms and an increasing 

number of toilets with accompanying basins within households have helped 

stimulate the demand. Nevertheless, the share of two head mixers dropped in 2009 

to 19.6% and is projected to decline further by 2014. Nowadays, large numbers of 

two head mixers are to be found in design collections in the upper segments, so in 

terms of value, this segment is forecast to become more important. 

Although their share has dropped over the last few years, coloured mixers still 

account for an estimated 5% of sales. Most coloured mixers are kitchen mixers 

(mostly white or white &gold). The decline in sales of coloured mixers has had 

consequences on the price level, since coloured mixers are high value added 

products. 

The share of exposed taps and mixers was 89% (Fig 5.1.3-1). In line with the 

overall trend, the share of concealed taps and mixers is expected to increase over 

the next couple of years. 

Concealed mixers are thought to account for around 11% of total sales of bath and 

shower mixers. Concealed mixers are increasingly popular within the thermostatic 

mixers market because they offer a more aesthetic solution. So far, concealed 

mixers have been limited to the middle and upper segments. They are rarely found 

in DIY stores because their installation requires technical knowledge and 

skills. However, sales of concealed mixers are forecast to grow up to 14% of the 

total sales by 2014. Concealed mixers are mostly used for sinks, bath and 

washbasins (Fig 5.1.3-2). 

SAMPLE 


5.1.5 Forecasting Basis : Taps & Mixers 


This is a mature market for which the underlying trend may even be negative. 


Predominantly single lever mixers. 


New housing construction and private consumption are the main drivers. Both 

have fluctuated quite strongly over the years, often out of cycle with one another. 

When they have been in cycle (1999 positively and 2001/2 negatively), the impact 

on taps and mixers sales has, historically, been less violent than for CSW. Overall, 

housing completions are predicted to decrease again by almost 5% in 2010. 

Events 




Despite the official ending of the recession in Austria, the outlook for 2010 remains 

pessimistic, with housing construction continuing to plunge, and only a modest 

forecast recovery in private consumption. Stagnation is expected in the taps 

&mixers market. 


There are some potential positives in the coming years. An upturn in RMI activity is 

expected, alongside improving economic indicators. From 2011 onwards, sales of 

taps and mixers are expected to resume growth. 

Sensitivities 

SAMPLE 




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SAMPLE 


Fig 5.2.2 AT - PRICE SEGMENTATION : TAPS & MIXERS 2009 

Price category 

(Euros per mixer @ msp) 

('000) % ('000) % ('000) % ('000) % 

Luxury (> €120) 26.7 4.0% 13.1 7.0% 5.0 5.1% 44.8 4.7% 

Upper (€60 - €120) 46.7 7.0% 9.4 5.0% 29.7 30.0% 85.8 9.0% 

Medium (€40 - €60) 113.5 17.0% 11.2 6.0% 37.6 38.0% 162.3 17.0% 

Lower (€15 - €40) 126.9 19.0% 15.8 8.4% 18.8 19.0% 161.5 16.9% 

Economy (

5.2.3 Prices and Market Values : Taps & Mixers 

Market Values 

The overall market value was estimated at almost €43 million, of which single head 

mixers accounted for 73%, the largest share in 2009. Despite the fact that sales of 

thermostatic taps and mixers take up only over 10% of the total volume, the market 

value was estimated for the second largest market share of almost 17%. 2 head 

mixers still account for the third largest share of the total market value with over 

10%. The market value for pillar taps and mixers remained stable in 2009, with no 

significant drop or rise in sales volume, compared to the previous year, by around 

€0.2 million (Fig 5.2.1). 

Price Segmentation 

Definition of Segments 

Like in Germany, the trend has been for a displacement of sales from the middle to 

the lower and economy segments (Fig 5.2.2). This phenomenon may also be 

observed in other bathroom product markets, for example, ceramic sanitary 

ware. There are two main reasons for that. On the one hand, low cost 

manufacturers have considerably improved the quality and design of their products 

and gained wider acceptance from both wholesalers/DIY stores and from 

consumers. On the other hand, consumers have become more price conscious and 

they are now looking for the best value for money. 

Coloured mixers tend to be considerably more expensive than chrome ones. For 

bathroom mixers, price surplus ranges from +35% up to +65%, with an average of 

+55%. For kitchen mixers, the price difference is a bit lower with price premiums 

ranging from +20% up to +45%, with an average of +40%. 

As far as discounts are concerned, the wholesaler receives between 35% and 40% 

from the manufacturer (on the list price) while an installer receives between 20% 

and 30% from the wholesaler (on the list price). 

Price Developments and Trends 

SAMPLE 

The price level on the Austrian market is close to that in Germany, although slightly 

higher. This may be explained by the strong presence of German manufacturers 

and by the numerous links between Austrian wholesalers and German buying 

groups (Einkaufsverbände). As in Germany, the general price level has been falling 

over the past few years as a result of a combination of factors: 

- DIY stores have considerably increased their share of the market, thus 

pushing the product mix and average prices down 


- low cost imports have grown rapidly, boosted by growing demand from DIY 

stores 

- prices of one-head mixers have fallen as the product has become the 

standard. The same is now happening with thermostatic mixers albeit more slowly 

- established manufacturers have launched cheaper ranges to allow 

wholesalers and installers to compete with DIY stores and to compete with Italian 

manufacturers themselves 

- wholesalers have developed their own ranges of own label products (which 

they source to a large extent from Italian manufacturers). 

More recently, to add to this: 

- the growing competition between DIY stores, as a result of the massive 

arrival on the Austrian market of German DIY chains (known to be more aggressive 

on price than their Austrian counterparts), enforced with the abolition of the law that 

forbids the establishment of mega-DIY stores 

- the growing price consciousness on the side of end consumers 

- the on-going fall in sales of coloured mixers 

- the increase of Chinese imports of low-cost mixers to Austria, mainly to 

Sortimenter, such as EISL or SANOTECHNIK and to DIY (BAUMAX). 

BRG CONSULT estimates the average manufacturer selling price to have been 

about €45 in 2009, which means that the manufacturers prices decreased by 

almost 1% in comparison to 2008. The reason for this development is, that taps 

and mixers are sold increasingly through DIYs, which are mainly very cheap 

imports from China. 

SAMPLE 

The average price of single head mixers, which is the biggest segment within the 

Austrian taps and mixers market, dropped by almost 1% from €48 in 2008 to 

€47.60. Regarding the 2 head mixer market segment, average prices dropped by 

over 1%, from €24 in 2008 to €23.70 in 2009. Within the thermostatic taps and 

mixer segment, average prices dropped from €73 in 2008, to €72.60 in 2009. 

Average prices of taps and mixers within the pillar segment, decreased by almost 

1%, compared to the previous year. 


5.3.1 Market Shares : Taps & Mixers 

Fig. 5.3.1 AT - ESTIMATED MARKET SHARES FOR TAPS & MIXERS 


SAMPLE 


5.3.2 Supply Patterns & Trends : Taps & Mixers 

Supply 

Despite the existence of a few domestic manufacturers, the Austrian taps and 

mixers market is largely in the hands of foreign manufacturers, German in 

particular. Germany has the strongest mixers industry in Europe and BRG 

CONSULT estimates that German manufacturers hold more than 65% of the 

Austrian taps and mixers market in volume and almost 72% in value. This includes 

KLUDI ARMATUREN, which remains a German company, although the company 

is manufacturing a proportion of its production in Austria, and IDEAL STANDARD. 

Of the leading suppliers: 

- GROHE is the market leader for taps and mixers, and for shower handsets 

in the Fachgroßhandel sector in Austria. As the market leader, GROHE products 

are also to be found in most DIY stores. GROHE concentrated its sales on the 

middle segment, but as this segment of the market has declined significantly over 

recent years, GROHE has shifted its focus towards its higher range, GROHEART 

collection, and increased its sales by 11% in 2009, compared to the previous year 

- HANSGROHE increased its sales by over 17% and strengthened its 

position in the middle and upper price segments. The company has a strong focus 

on water-saving products. HANSGROHE makes a clear distinction between these 

two segments, using the HANSGROHE brand for the middle price segment ( 

MONDIAL, METROPOL,METRISand TALISlines) and the AXOR brand for the 

upper end of the market. The company’s product offer can be divided as follows: 

o 30 - 40% luxury segment 

SAMPLE 

o 10 - 20% middle segment/higher standard 

o 50% lower segment 

- HANSA has traditionally been positioned in the middle and upper price 

segments of the market, but it has introduced lower priced ranges (HANSATWIST 

and HANSAPRADOfor single lever mixers, HANSATEMPRAfor thermostatic 

mixers) in order to follow the market. Although, the company still has a strong 

position in all higher priced segments, it experienced a decline of 10% in its sales in 

2009. Nevertheless, HANSA has a strong position in the thermostatic mixers sector 

in Austria. About 15% of its sales are of coloured products and 30% of its sales of 

bath and shower mixers are built in. HANSA's best selling lines are HANSAMIXin 

volume terms and HANSARONDAin terms of value. The other HANSA brand KWC 

is targeted at the kitchen taps and commercial market 

- IDEAL STANDARD’s taps and mixers sold in Austria are manufactured 

mainly in Germany (in Wittlich), with the exception of some ranges (CERAFLOW, 


CERAPLAN) imported from VIDIMA in Bulgaria, a company belonging to the IDEAL 

STANDARD INTERNATIONAL group. IDEAL STANDARD’s subsidiary in Austria 

has also been channeling JADO mixers into the country 

The company's sales split is: 

o 95% single lever mixers 

o 4% thermostatic mixers 

o 1% 2-head mixers. 

- KLUDI ARMATUREN, which also produces a portion of its mixers in 

Austria, has been experiencing difficulties at the wholesale level since 2000 and 

this has prevented the company from achieving any significant value growth. As a 

result, KLUDI has attempted to focus on design bathroom and kitchen mixers in an 

effort to move the company’s mix more to the higher segments, which provide 

higher margins. Of the products sold in Austria, about 35% are manufactured 

locally and the rest are manufactured in Germany, Hungary and Poland. Products 

are sold essentially through the Fachgroßhandel and also to some extent direct to 

institutional consumers. The above figures do not include wholesaler’s own brands 

(Hausmarken), which are included in the "others" category. OEM products come 

from manufacturing facilities in Italy, the Czech Republic, China, Hungary, Romania 

and Slovenia. KLUDI increased its sales by 6%, compared to the previous year 

- SWIAG used to be an assembler of sanitary taps and mixers, but since 

being acquired by TEKA, is also known to source the bulk of its taps ready 

assembled from MOFÉM in Hungary, another company in the TEKA Group, and 

from its parent company in Spain. SWIAG sells direct to installers under the 

SWIAG brand name and also supplies wholesalers with own label products (ÖAG's 

STARand SHT’s PRISMA). SWIAG suffered a decline of over 8% in its sales, 

compared to the previous year 

SAMPLE 

- ARMAL is just one part of big corporation called MARIBORSKA LIVARNA 

MARIBOR. It produces sanitary fittings, valves, radiator valves and supplies 

GROHE Germany 

- EISL and FAP are Sortimenter. These companies import, package and 

rebrand all kinds of bathroom products (sanitary mixers are sourced to a large 

extent from Italian manufacturers) and sell them on to the DIY stores 

- DORNBRACHT operates exclusively in the luxury segment. The company 

enjoyed high revenues mainly due to relatively high margins. It had to reduce 

production after a fire in its galvanising plant in July 2009. Because of the resulting 

delivery shortages and delays, it closed the year, down by almost 16% 

- SCHMIEDL is an Austrian manufacturer of taps and mixers. The company 

specialises in two head mixers and is positioned in the middle and lower segments 


of the market 

- the Austrian HKT is one of the leading suppliers for kitchen mixers. 

Of the remaining manufacturers who appear in the market share table, each 

represent a relatively small share of the total market volume and plays differing 

roles within the sector: 

- kitchen mixers suppliers include DAMIXA and BLANCO, one of the leading 

kitchen mixer suppliers 

- DIY stores are to a large extent supplied by imports but branded products 

do account for a significant share of sales. All the main brands can be found in the 

DIY stores. In theory, branded products are supplied to the Baumärkte through the 

Sortimenter (amongst which is FAP, which belongs to ÖAG and specialises in 

branded products) or through the Fachgroßhandel. Amongst the Italian brands 

most commonly found in DIY stores are ZUCCHETTI, TEOREMA, PAFFONI and 

SOL. 

DIY stores (German ones, in particular) have started importing direct from foreign 

manufacturers. BAUHAUS was one of the first to go that way, and direct imports 

now account for an estimated 80% of their sales. Direct imports by the DIY stores 

are thought to account for no more than 5% of sales. Direct imports increasingly 

stem from China. 

Amongst the companies known to supply installers direct are the importing 

companies BRUCKER &NOVAK (in Wiener Neudorf) and SCHWÄNDTNER, the 

assembler SWIAG, the Danish taps and mixers manufacturer DAMIXA, through its 

own distribution subsidiary, the Italian manufacturer RAPETTI, and a number of 

smaller Italian manufacturers selling mainly in the bordering Bundesländer (Kärnten 

in particular). 

Suppliers to the luxury segments consist almost entirely (75%) of mainstream 

German manufacturers such as HANSA, GROHE, KLUDI, HANSGROHE and 

IDEAL STANDARD. In addition to these, some specialised manufacturers of luxury 

taps and mixers, such as DORNBRACHT and JADO, are present. The 

remainder are from countries such as Italy. 


SAMPLE 

As shown in Fig 5.4.1 to 3, Austria’s main trade partners in 2009 were Germany, 

China and Italy. Germany increased its imports by over 15% from 3,697 tonnes in 

2008 to 4,259 tonnes in 2009 and strengthened its leading position. 

China’s share declined from 19.1% to 18.2% in 2009, compared to the previous 

year. However, the figures given in Fig 5.4.3 should be viewed with caution since 

the German and Italian foreign trade statistics sometimes show different sets of 

figures. 


Imports from Germany are mainly products of high value sold almost exclusively 

through the Fachgroßhandel, whereas those from Italy and China are sold mainly 

through the Baumärkte or through wholesalers as own label products. 


– those from Germany (65.2%) are mainly GROHE, HANSA, IDEAL 

STANDARD, DORNBRACHT, SAM SCHULTE, HANSGROHE, KLUDI 

– Chinese imports (18.2%) could be HUAYI, SHENLUDA, CAE or GAOJIE, 

supplying the low end of the market 

– those from Italy (4.7%) are mainly TEOREMA, FRATELLI FRATTINI, FIR, 

ZUCCHETTI and a large number of smaller manufacturers which supply the 

Baumärkte with unbranded products 

– Spanish imports would be from mainly TEKA to SWIAG, and from ROCA to 

LAUFEN AUSTRIA 

– those from Switzerland are mainly KWC, the Swiss market leader owned by 

HANSA. The largest share of KWC’s sales on the Austrian market is accounted for 

by professional kitchen mixers 

– Bulgarian imports would be from VIDIMA to IDEAL STANDARD 

– those from Hungary will include some imports by KLUDI from their plant in 

Hungary (although some may transit through KLUDI’s main plant in Germany) and 

those from MOFÉM to SWIAG and possibly to the Sortimenter or the DIY stores. 

SAMPLE 

The top five export countries for Austrian manufacturers and merchants (Figs 

5.4.4/6) were Germany, Croatia, Hungary, Czech Republic and Switzerland. 

Apart from the UK, which was not even listed in 2009, the country mix for exports 

remained relatively stable over the last year, with Germany and Eastern Europe 

accounting for the largest proportion of Austrian exports. 

Exports to Germany are mainly tied imports from KLUDI to the German parent 

company and possibly also some exports from SCHMIEDL, which is known to have 

an after sales service point in Feldkirchen. Exports to Hungary are mainly reexports 

from companies like ÖAG, SANOTECHNIK, EISL and some smaller 

wholesalers with sales subsidiaries/offices in Hungary. They may also include 

some exports by KLUDI to its Hungarian plant, and exports by SCHMIEDL. 


Fig 5.4.1 AT IMPORTS OF MIXERS 2009 


Volume 

Tonnes % 

Value 000 

Euros % 

GERMANY 3105 62.1% 51650 68.4% 

CHINA 1044 20.9% 6532 8.7% 

ITALY 216 4.3% 3690 4.9% 

SPAIN 170 3.4% 2192 2.9% 

SLOVENIA 133 2.7% 598 0.8% 

SWITZERLAND 115 2.3% 6358 8.4% 

BELGIUM 57 1.1% 946 1.3% 

DENMARK 43 0.9% 1414 1.9% 

SWEDEN 36 0.7% 584 0.8% 

HUNGARY 24 0.5% 382 0.5% 

OTHERS 54 1.1% 1136 1.5% 

Total 4 997 100.0% 75 482 100.0% 

Fig 5.4.2 AT IMPORTS OF TAPS 2009 


Volume 

Tonnes % 

Value 000 

Euros % 

GERMANY 1154 75.2% 21136 80.6% 

CHINA 142 9.3% 599 2.3% 

ITALY 93 6.1% 1452 5.5% 

FRANCE 38 2.5% 504 1.9% 


SWITZERLAND 15 1.0% 667 2.5% 

SWEDEN 14 0.9% 488 1.9% 

SLOVAKIA 12 0.8% 107 0.4% 

SLOVENIA 11 0.7% 159 0.6% 

TURKEY 10 0.7% 52 0.2% 

LIECHTENSTEIN 9 0.6% 215 0.8% 

SAMPLE 

OTHERS 15 1.0% 743 2.8% 

Total 1 535 100.0% 26 236 100.0% 


Fig 5.4.3 AT IMPORTS OF TAPS AND MIXERS 2009 


Volume 

Tonnes % 

Value 000 

Euros % 

GERMANY 4259 65.2% 72786 71.6% 

CHINA 1186 18.2% 7131 7.0% 

ITALY 309 4.7% 5142 5.1% 

SPAIN 170 2.6% 2263 2.2% 

SLOVENIA 144 2.2% 757 0.7% 

SWITZERLAND 130 2.0% 7025 6.9% 

BELGIUM 61 0.9% 1095 1.1% 

FRANCE 60 0.9% 1188 1.2% 

SWEDEN 50 0.8% 1072 1.1% 

DENMARK 44 0.7% 1753 1.7% 

OTHERS 119 1.8% 1506 1.5% 

Total 6 532 100.0% 101 718 100.0% 

SAMPLE 


Fig 5.4.4 AT EXPORTS OF MIXERS 2009 


Volume 

Tonnes % 

Value 000 

Euros % 

GERMANY 2893 70.2% 38973 70.0% 

CROATIA 364 8.8% 3356 6.0% 

HUNGARY 201 4.9% 2875 5.2% 


SERBIA 105 2.5% 1337 2.4% 

SWITZERLAND 102 2.5% 1766 3.2% 

POLAND 74 1.8% 1266 2.3% 

SLOVAKIA 70 1.7% 1314 2.4% 

SLOVENIA 41 1.0% 690 1.2% 

ITALY 35 0.8% 669 1.2% 

CHINA 20 0.5% 123 0.2% 

ROMANIA 12 0.3% 324 0.6% 

U.K. 10 0.2% 109 0.2% 

TURKEY 10 0.2% 38 0.1% 

RUSSIA 8 0.2% 216 0.4% 

BELGIUM 7 0.2% 51 0.1% 

MOLDOVA 6 0.1% 28 0.1% 

ESTONIA 5 0.1% 29 0.1% 

DENMARK 4 0.1% 172 0.3% 

ISRAEL 3 0.1% 81 0.1% 

LUXEMBOURG 2 0.0% 46 0.1% 


GREECE 1 0.0% 45 0.1% 

NETHERLANDS 1 0.0% 32 0.1% 

CYPRUS 1 0.0% 24 0.0% 

IRISH REPUBLIC 1 0.0% 16 0.0% 

GHANA 1 0.0% 10 0.0% 

SPAIN 0 0.0% 84 0.2% 

SAMPLE 

SWEDEN 0 0.0% 48 0.1% 

BULGARIA 0 0.0% 39 0.1% 

FRANCE 0 0.0% 35 0.1% 

KAZAKHSTAN 0 0.0% 17 0.0% 


CHILE 0 0.0% 14 0.0% 

OMAN 0 0.0% 13 0.0% 

KUWAIT 0 0.0% 12 0.0% 

UKRAINE 0 0.0% 12 0.0% 

LIBYA 0 0.0% 11 0.0% 

FINLAND 0 0.0% 10 0.0% 

AUSTRALIA 0 0.0% 6 0.0% 

TUNISIA 0 0.0% 6 0.0% 

ALBANIA 0 0.0% 5 0.0% 

NORWAY 0 0.0% 5 0.0% 

U.S.A. 0 0.0% 5 0.0% 

ALGERIA 0 0.0% 4 0.0% 

OTHERS 0 0.0% 27 0.0% 

Total 4 119 100.0% 55 668 100.0% 


Fig 5.4.5 AT EXPORTS OF TAPS 2009 


Volume 

Tonnes % 

Value 000 

Euros % 

GERMANY 109 25.8% 2345 36.3% 

SWITZERLAND 65 15.4% 747 11.6% 

CROATIA 45 10.7% 485 7.5% 

RUSSIA 38 9.0% 684 10.6% 


ITALY 19 4.5% 365 5.6% 


HUNGARY 15 3.6% 130 2.0% 

SERBIA 13 3.1% 115 1.8% 

TURKEY 13 3.1% 44 0.7% 

SLOVENIA 12 2.8% 184 2.8% 

SLOVAKIA 11 2.6% 58 0.9% 

IRAN 11 2.6% 21 0.3% 

SPAIN 6 1.4% 90 1.4% 

KENYA 4 0.9% 120 1.9% 

GHANA 4 0.9% 40 0.6% 

FRANCE 4 0.9% 31 0.5% 

ROMANIA 3 0.7% 60 0.9% 

NETHERLANDS 2 0.5% 257 4.0% 

BULGARIA 2 0.5% 17 0.3% 

CANADA 1 0.2% 26 0.4% 

GREECE 1 0.2% 9 0.1% 

SWEDEN 0 0.0% 53 0.8% 

POLAND 0 0.0% 41 0.6% 

U.K. 0 0.0% 38 0.6% 

U.S.A. 0 0.0% 31 0.5% 

MONTENEGRO 0 0.0% 18 0.3% 

PORTUGAL 0 0.0% 18 0.3% 

SAMPLE 

BELGIUM 0 0.0% 15 0.2% 

FINLAND 0 0.0% 13 0.2% 

KAZAKHSTAN 0 0.0% 12 0.2% 

KOSOVO 0 0.0% 12 0.2% 

CHINA 0 0.0% 10 0.2% 

MACEDONIA 0 0.0% 9 0.1% 

LUXEMBOURG 0 0.0% 6 0.1% 

DENMARK 0 0.0% 5 0.1% 

HONG KONG 0 0.0% 4 0.1% 


MEXICO 0 0.0% 4 0.1% 

CENT. AFR. REP. 0 0.0% 3 0.0% 

MOLDOVA 0 0.0% 3 0.0% 

TAJIKSTAN 0 0.0% 3 0.0% 

BELARUS 0 0.0% 2 0.0% 

CYPRUS 0 0.0% 2 0.0% 

IRAQ 0 0.0% 2 0.0% 

OTHERS 0 0.0% 16 0.2% 

Totals 422 100.0% 6 462 100.0% 


Fig 5.4.6 AT EXPORTS OF TAPS AND MIXERS 2009 


Volume 

Tonnes % 

Value 000 

Euros % 

GERMANY 3002 66.1% 41318 66.5% 

CROATIA 409 9.0% 3841 6.2% 

HUNGARY 216 4.8% 3005 4.8% 


SWITZERLAND 167 3.7% 2513 4.0% 

SERBIA 118 2.6% 1452 2.3% 

SLOVAKIA 81 1.8% 1372 2.2% 

POLAND 74 1.6% 1307 2.1% 

ITALY 54 1.2% 1034 1.7% 

SLOVENIA 53 1.2% 874 1.4% 

RUSSIA 46 1.0% 900 1.4% 

TURKEY 23 0.5% 82 0.1% 

OTHERS 129 2.8% 2572 4.1% 

Total 4 541 100.0% 62 130 100.0% 

SAMPLE 


Fig 5.5.1 AT - DISTRIBUTION FLOW FOR SANITARY TAPS AND MIXERS 

SORTIMENTER / 

WHOLESALER 

5 

21 


RETAILER 

10 



2009 2014 


16 

DIY RETAILER 

3 7 19 6 

3 4 53 

CONSUMER 

35 

HOME 

IMPROVEMENT* 

52 

5 

100 

23 

7 

NEW HOUSING 

23 

0 


65 

59 

MERCHANT 

59 

5 

NON HOUSING 

25 

SORTIMENTER / 

WHOLESALER 

10 30 

MERCHANT 

6 10 28 4 0 2 45 5 

HOME 

IMPROVEMENT* 

54 

30 

100 

5 5 25 5 0 


RETAILER 

CONSUMER 

SAMPLE 

48 



DIY RETAILER 

NEW HOUSING 

18 

49 


52 

NON HOUSING 

28 

49

Fig 5.5.2 AT - DISTRIBUTION FLOW FOR KITCHEN TAPS AND MIXERS 

SORTIMENTER / 

WHOLESALER 

5 

21 


RETAILER 

9 



2009 2014 


16 

DIY RETAILER 

2 6 20 10 

3 2 50 

CONSUMER 

38 

HOME 

IMPROVEMENT* 

52 

4 

100 

22 

6 

NEW HOUSING 

27 

0 


62 

60 

MERCHANT 

60 

7 

NON HOUSING 

21 

SORTIMENTER / 

WHOLESALER 

11 22 

MERCHANT 

2 8 20 10 3 2 48 7 

HOME 

IMPROVEMENT* 

50 

21 

100 

5 6 16 6 0 


RETAILER 

CONSUMER 

SAMPLE 

40 



DIY RETAILER 

NEW HOUSING 

30 

58 


60 

NON HOUSING 

20 

58

TYPE Fig 5.5.3 OF AT - DETAILED END USE SEGMENTATION : TAPS & MIXERS 2009 

Products 

Taps and Mixers 

% 

TOTAL % 

* RMI = Repair, Maintenance, Improvement 

Project 


Professional 

Residential New Build Residential RMI* Non Residential 



Private 

'000 '000 '000 '000 

'000 

9.0% 12.0% 3.0% 

Project 

Professional 

SAMPLE 



Private Professional 

'000 '000 '000 

85.9 114.4 28.6 28.2 363.0 104.9 229.0 

3.0% 38.1% 11.0% 24.0% 100.0% 

24.0% 52.0% 24.0% 100.0% 


Total 

954.0

5.5.4 Distribution and End Use : Taps & Mixers 

Distribution 

BRG CONSULT has made estimations for the distribution flows of the sanitary taps 

and mixers (Fig 5.5.1) and the kitchen taps and mixers market (Fig 5.5.2). 

Sanitary Taps and Mixers 

The majority of sanitary taps and mixers in Austria are sold via the 

wholesale/merchant channel. In 2009, approximately 80% of sanitary taps and 

mixers sold passed through the wholesale/merchant trade. This number is 

expected to decrease marginally in the next few years as wholesalers will increase 

its sales to DIY stores. Imports of cheaper products are becoming more frequent on 

the market and these are mainly sold via DIY. 

In 2009, BRG CONSULT estimates that DIY stores accounted for 23% of sanitary 

taps and mixer sales in volume. The distribution through DIY is expected to grow 

further in the coming years. Of the products sold in DIY stores, 85% are 

unbranded products or DIY and Sortimenter brands and no more than 15% are 

well-known brands also sold in the Fachgroßhandel. Direct supply accounts for 5% 

of sanitary taps and mixer sales in volume. 

Kitchen Taps and Mixers 

The distribution structure for kitchen taps and mixers is similar to the sanitary 

type. There are more systems sold directly to installers because some of these 

taps and mixers come as a part of package together with a kitchen. In the office 

and hotel sector, obviously such systems are less needed with the exception of 

restaurants and some office kitchens. 


New Housing 

In 2009, the new housing segment accounted for almost 24% of all taps and mixer 

sales in Austria. 

Almost 9% were sold via the projects towards new build, with almost 12% going via 

traditional route (wholesale/retail/direct) (Fig 5.5.3). The share of the new housing 

segment is expected to decrease further in the coming years. 

Replacement 

SAMPLE 

The replacement segment absorbed 52% of the total volume of taps and mixers 

sold in Austria in 2009. 


Most of the RMI sales were sold through the traditional route, such as 

wholesaler/retailer etc. 

Non Housing 

Sales to non-residential application only go through the professional channel. 

SAMPLE 


Fig. 5.6.1-1 AT - BREAKDOWN OF SELF CLOSING FLUSHING VALVES BY TYPE 

Self-Closing Flushing Valves 

WC Flushing Valves 

- of which manual 

- of which electronic 

Urinals Flushing Valves 

- of which manual 

- of which electronic 

TOTAL 


Fig. 5.6.1-2 AT - BREAKDOWN OF SELF CLOSING TAPS AND MIXERS BY TYPE 

Self-Closing Taps and Mixers 

TOTAL 

Manual 

Electronic 


Fig. 5.6.1-3 AT - ESTIMATED MARKET SHARES FOR FLUSHING VALVES 

Holding group Company/Brand 

2009 

No. Pieces Share 

5 000 25.0% 

3 500 17.5% 

1 500 7.5% 

15 000 75.0% 

4 500 22.5% 

10 500 52.5% 

20 000 100.0% 


35 000 41.2% 

50 000 58.8% 

85 000 100.0% 

2009 


SCHELL SCHELL 2 300 11.5% 

GROHE GROHE 2 100 10.5% 

MEPA MEPA 2 000 10.0% 

NIL GAMPPER NIL GAMPPER 1 900 9.5% 

BENKISER BENKISER 1 800 9.0% 

GEBERIT GEBERIT 1 750 8.8% 

KOHLER MIRA RADA 1 700 8.5% 

TECE TECE 1 650 8.3% 

FRANKE GROUP FRANKE AQUAROTTER 1 550 7.8% 


SAMPLE 

2009 

Others 3 250 16.3% 

Total 20 000 81.5% 


5.6.2 Overview of Self-Closing T&M and Flushing Valves 

Flushing Valves 

The overall market of self closing flushing valves amounted to an estimated 20,000 

pieces in 2009 (Fig 5.6.1-1). The share of urinal flushing valves was around 75%, 

in comparison to the WC flushing valves with 25% (5,000 pieces). 70% of all WC 

flushing valves were manual models, whereas only 30% were electronic models. 

The urinal flushing valve shows exactly the opposite picture: electronic models had 

a share of 70%, in comparison to 30% manual models within the urinal flushing 

valve market. 

The Austrian flushing valves market is clearly in the hand of German manufacturers 

(Fig 5.6.1-3). All of the suppliers are from neighbouring Germany. The market is led 

by SCHELL, followed by GROHE and MEPA. The number of sold flushing valves is 

expected to stagnate in the coming years. 

Self Closing Taps and Mixers 

The overall market of self closing taps and mixers amounted to an estimated 

85,000 pieces in 2009. The share of manual models was over 41%, in comparison 

to the electronic models with almost 59%. Electronic models are expected to gain 

share in the coming years. 

SAMPLE 


SHOWER WALL 


SAMPLE 


CP House 




Tel: +44 (0) 208 832 7860 

Fax: +44 (0) 208 566 4931 




August 2010

6.1.1 Historical Trends and Forecasts : Shower Wall 

Fig. 6.1.1 AT - SUMMARY OF TRENDS IN THE SHOWER WALL MARKET : 1998-2009 AND FORECASTS TO 2014 


SAMPLE 


6.1.2 Segmentation by Material : Shower Wall 

Fig. 6.1.2 AT - SALES BY TYPE OF MATERIAL 

SAMPLE 



6.1.3 

6.1.4 

Segmentation by Type : Shower Enclosures 

Fig. 6.1.3 AT - SALES OF SHOWER ENCLOSURES BY TYPE 

Source: BRG CONSULT based on industry interviews. Totals may show slight variance compared to market 

data due to rounding. 

Segmentation by Door Type : Shower Enclosures 

Fig. 6.1.4 AT - SALES OF SHOWER ENCLOSURES BY DOOR TYPE 

Source: BRG CONSULT based on industry interviews. Totals may show slight variance compared to market 

data due to rounding. 

SAMPLE 


6.1.5 Trends and Product Segmentation : Shower Wall 

Market Definition 

Sales of shower enclosures are fairly difficult to estimate because three different 

methods of calculation are used: 

– some manufacturers estimate the size of the market in pieces (Teile), based 

on the number of free walls which will be covered with the shower enclosure. As a 

result, a door (Tür), a side wall (Trennwand) and a bath screen (Badewannen- 

Trennwand) account for one piece, while a corner enclosure (Eckeinstieg), a round 

enclosure (Runddusche) and a five-angle enclosure (Fünfeck-Dusche) account for 

two pieces 

– other manufacturers estimate the size of the market in pieces regarding 

each product (door, side wall, bath screen, corner enclosure, round enclosure or 

five-angle enclosure) as one piece 

– others finally, taking the view of the GfK panel institute, estimate the size of 

the market in units, based on the number of shower trays or bath tubs actually fitted 

with an enclosure or a screen. 

As a consequence, and depending on the method of calculation used, estimates 

may vary significantly from one source to the other. Taking into account the 

feedback from its clients, BRG CONSULT uses estimates in pieces as a method of 

calculation for all countries studied in “The West European Bathroom Products 

Market” programme. 

Thus: 

– a door (Tür) = one piece 

– a side wall (Trennwand) = one piece 

– a bath screen (Badewannen-Trennwand) = one piece 

– a corner enclosure (Eckeinstieg) = one piece 

Hydrotherapy shower cubicles are covered in Section 7. 

– a round enclosure (Runddusche) = one piece 

– a five-angle enclosure (Fünfeck-Dusche) = one piece. 


SAMPLE 


Shower enclosures and bath screens first appeared on the Austrian market in the 

mid 1970s, but sales really took off in the early 1980s. Between 1984 and 1995, the 

market increased each year, often with double-digit growth rates. Since 1994 there 

have, however, been significant differences in growth from one distribution channel 

to the other. Most of the growth came from the DIY sector while sales through the 

Fachgroßhandel and direct sales to installers stagnated. Sales started falling in 

1996 (over 2% in volume) with a further displacement of sales from the 

Fachgroßhandel to the DIY sector, encouraged by the growing presence of 

German DIY store chains. The year 2003 however, saw the first significant volume 

sales increase since 1995, with the market growing by 0.5%. This trend continued 

in 2004 when the market grew by another 1.6%, partly driven by growth in new 

dwellings and increased RMI investment (with the exception of the hotel sector, 

shower enclosures and bath screens are not a non-housing product). 

2009 Market 

The overall market for shower wall products in Austria continued to decrease in 

2009, falling by almost 2%. 

Despite this downward trend, the largest market segment continued to be shower 

enclosures which amounted to 166,000 pieces. The five-angle shower enclosure 

has nearly disappeared from the Austrian market. The share of round enclosures is 

increasing as are enclosures for large shower systems (120/80 cm). In line with this 

trend, folding doors are gaining market share in comparison to sliding systems. 

Sales of bath screens and conventional shower cubicles decreased by around 2% 

each in 2009. 

Due to increasing price competition, many products are sold as OEM labels in the 

DIY sector. This distribution structure is believed to become more prevalent than 

sales to installers. 


Shower Enclosures 

Segmentation by Material 

SAMPLE 

The strong conservatism of Austrian consumers and the very high price of glass 

have long hampered the development of glass shower enclosures and 

screens. However, since 1993, the market for glass has been booming. In 2009, 

glass (Echtglas/Sicherheitsglas) accounted for about 60.4% of shower enclosures 

sales in volume, and plastics (Kunstglas) - generally polystyrene - for the remaining 

39.6% (Fig 6.1.2). Nowadays, the prices of synthetic models are only slightly below 

the prices of glass models, which further drives the growing popularity of glass 

enclosures, especially for showers. 


Segmentation by Type 

Regarding sales by type, with over 35%, corner entry shower enclosures still have 

the largest share. The door type sales dropped from 55,900 pieces in 2008 to 

54,600 pieces in 2009. This type of shower enclosure still has the second largest 

share, but their sales are decreasing. The number of round shower enclosures 

decreased by over 1% in 2009, compared to the previous year. The share of side 

wall shower enclosures also dropped in 2009. With only 1% share, 5-angle shower 

enclosures still play an unimportant role within the shower enclosures market. 

Segmentation by Door Type 

A further distinction may be made between the different types of doors. Although 

there are a number of variations, doors may be grouped into 4 categories (Fig 

6.1.4): 

(% volume) 

– sliding doors (Schiebetüren / Gleittüren) 33% 

– hinged doors (Drehtüren / Schwingtüren) 43% 

– folding doors (Falttüren) 14% 

– pivoting doors (Freitüren) 10%. 

As the market has upgraded, there has been a clear move away from sliding doors 

(Schiebetüren/Gleittüren) towards hinged and pivoting doors (Drehtüren, 

Schwingtüren, Freitüren). Sales of folding doors increased slightly, also sales of 

folding bath screens remain high. 

Indeed, folding doors/screens account for some 85% of bath screens sales. Round 

shower enclosures and 5-angle shower enclosures are generally fitted with a 

sliding door or a hinged door. The split is thought to be 50%-50% but with a trend 

towards hinged doors. 

Segmentationby Colour 

Following the general trend in the bathrooms market, the most popular colour for 

coloured frames is definitely white, accounting for over 75% of total sales, followed 

by “chrome”. 

Segmentation by Height 

The split by height is roughly as follows: 

SAMPLE 

(% volume) 


– 150 cm 2% 

– 175 cm 8% 

– 180 cm 60% 

– 190 cm (+185 cm) 24% 

– 200 cm (+195 cm) 6%. 

The 150 cm model was used solely for bath screens, although nowadays this 

height is not sufficient and has nearly disappeared from the market. The 175 cm 

model, which used to be the standard, has been replaced by the 180-185 cm 

model. Several manufacturers have already taken the 175 cm model out of their 

range (ARTWEGER, BADUSCHO, etc.). Although they remain less common, the 

190 cm and 200 cm models are more and more in demand, partly due to the higher 

average height of the Austrian population (190 cm tall person needs a shower 

enclosure of over 200 cm). Furthermore, as shower trays have become shallower, 

consumers are increasingly looking toward shower enclosures with higher walls. It 

is estimated that 95% of products are in the standard heights shown above while 

5% are made to measure. 

Conventional Shower Cubicles 


The segmentation by material of conventional shower cubicles is half and half. 50% 

of the shower cubicles were glass (Echtglas/Sicherheitsglas) and the remaining 

50% accounted for plastic. 

Bath Screens 


Similar to the conventional shower cubicles market, glass 

(Echtglas/Sicherheitsglas) bath screens accounted for around 50.6% of total sales 

in volume, and plastic (Kunstglas) for the remaining 49.4%. 

Product Trends 

In terms of products, the main trends appear to be towards: 

– glass products (including motif glass) 

SAMPLE 

– soft design (round angles, less frames, etc.) 


– special products made to measure to fit the shape and size of the bathroom 

(Sonderanfertigungen) 

– more products without frames, especially in the upper segments 

– metallic frames and hinges/handles 

– larger systems 

– walk-in showers (shower with a snail shaped wall, so no doors). 

SAMPLE 


6.1.6 Forecasting Basis : Shower Wall 


The long term trends have been very similar to those for shower trays, except that 

the growth stage seems to have run out of steam earlier. For the coming years, the 

predictions for shower walls are scarcely better than those for shower trays, due to 

the increasing trend towards walk in shower trays. 


Some gain in share from baths, but now marginal. On the negative side, there 

seems to be a trend towards walk-in shower arrangements using just the tiled floor 

without a proper shower enclosure. 


Private consumption is the main driver, with 75% of sales coming from home 

RMI. New housing construction is still a significant driver. As the market has 

matured, their impact has become greater (starting in 1996), and during the rather 

negative period for bathroom products during the first half of the present decade, 

shower wall sales declined along with those of other products, with a similar scale 

of recovery in 2005-2006. 

Events 




Overall, housing completions are predicted to decrease again by almost 5% in 

2010. Additionally, as GDP is expected to grow slightly, sales of shower walls is 

expected to decrease again in 2010. 


Current forecasts suggest a slight increase from 2011 onwards, which is likely to 

result from the growing renovation segment. 

Sensitivities 

SAMPLE 




6.2.1 Prices and Market Values : Shower Wall 

Fig. 6.2.1 AT - ESTIMATED VALUES OF THE SHOWER WALL MARKET 


SAMPLE 


Fig 6.2.2 AT - ESTIMATED PRICE SEGMENT FOR SHOWER WALL PRODUCTS 2009 

Shower Enclosures 2009 



(< €150) 

Middle 

(€150 - €400) 

Upper luxury 

(> €400) 

TOTAL 100% 166,000 

Conventional Shower 

Cubicles 



(< €250) 

Middle 

(€250 - €600) 

Upper luxury 

(> €600) 

TOTAL 100% 2,460 



(< €50) 

Middle 

(€50 - €250) 

Upper luxury 

(> €300) 

33% 53,950 

51% 84,650 

17% 27,400 

2009 

19% 460 

55% 1,350 

26% 650 

Bath Screens 2009 

26% 4,300 

54% 9,000 

21% 3,500 

TOTAL 100% 16,800 


SAMPLE 


6.2.3 Prices and Market Values : Shower Wall 

Market Values 

The overall market value was estimated at almost €47.53 million, out of which 

shower enclosures dominated with 95%, again the total market value in 

2009. Despite the fact that sales of bath screens take up over 9% of the total 

volume, the market value was estimated for market share of only 3%. Conventional 

shower cubicles remained still the smallest market value share. 

Prices 

BRG CONSULT estimates the average manufacturer selling price to have been 

about €256.55 in 2009, which means that the price decreased very slightly by 0.4% 

in comparison to 2008. There is a significant difference between the average price 

for shower wall products in the Fachgroßhandel sector (€330) and in the DIY sector 

(€172). Prices had been falling as a result of the deterioration in the product mix 

and despite the growing share of glass products and coloured frames, this trend 

now seems to have been reversed. However, another reason for declining prices is 

that shower wall products are sold increasingly through DIYs, which are mainly 

very cheap imports from China. 

The average price of shower enclosures, which are the biggest segment within the 

Austrian shower wall product market, dropped by 0.4% from €273 in 2008 to €272 

in 2009. Regarding the bath screen market segment, average prices dropped by 

almost 1%, from €84 in 2008 to €83.3 in 2009. Within the conventional shower 

cubicles segment, average prices dropped from €400 in 2008, to €397 in 2009. 

The market presence of BADUSCHO, which supplies installers direct and 

bypasses the Fachgroßhandel, has had consequences for its competitors since 

BADUSCHO is in a position to offer higher discounts to installers. After having 

reviewed its rebate system, BADUSCHO offers between 35% and 40% on list 

prices (Bruttopreise) which are already lower than those of its competitors. 

SAMPLE 

As a result, typical discounts for shower screens and enclosures are as follows: 

– to the wholesaler: 50% to 58% on list price 

– to the installer: 35% to 40% on list price 

– to the end consumer: 0% to 20% on list price. 

Cases of wholesalers obtaining a 65-67% discount do not seem to be 

exceptional. This results from the high level of concentration of the wholesale trade 

and from the fierce competition in the shower enclosures market. 


Price Segmentation 

Fig 6.2.2 presents the estimated price segmentation of the market, in terms of 

volume. The trend is for the middle segment to lose share to the lower segment as 

well as to the upper segment. As a result, the middle segment throughout the 

whole bathroom market has been falling apart. The lower segment has been 

developing rapidly under the influence of the DIY stores and of wholesalers’ own 

label products. The luxury segment has grown in recent years. Glass products, 

round and 5-angle shower enclosures, which used to be found mainly in the upper 

segment are now to be found in all price segments, including the lower one. 

SAMPLE 


6.3.1 

6.3.2 

Market Shares : Shower Enclosures 

Fig. 6.3.1 AT - ESTIMATED MARKET SHARES FOR SHOWER ENCLOSURES 


Market Shares : Shower Cubicles 

Fig. 6.3.2 AT - ESTIMATED MARKET SHARES FOR CONVENTIONAL SHOWER CUBICLES 


SAMPLE 


6.3.3 Market Shares : Bath Screens 

Fig. 6.3.3 AT - ESTIMATED MARKET SHARES FOR BATH SCREENS 


SAMPLE 


6.3.4 Supply Patterns & Trends : Shower Wall 

Fig 6.3.1, Fig 6.3.2 and Fig 6.3.3 present BRG CONSULT’s market share 

estimates for the shower enclosures, bath screens and conventional shower 

cubicle markets in 2008 and 2009. 

Shower Enclosures 

– ARTWEGER claims to have been the market leader of shower enclosures 

market since 1998. Although it sales decreased by over 6%, the company still 

continued to lead the shower enclosures market. Due to the very competitive 

market ARTWEGERs position is threatened, so it lost market shares in 2009, 

compared to the previous year. The company is positioned in the middle and upper 

segments. In 2010, ARTWEGER won the bronze IDEA (International Design 

Excellence) award for its product. The programme is the premier international 

competition honouring design excellence in products, ecodesign, interaction 

design, packaging, strategy, research and concepts. ARTWEGER supplies to 

Fachgroßhandels 

– PALME is positioned in the middle and upper price segments. The company 

did not record any significant changes in its sales, market shares and position in 

2009, in comparison to the previous year. PALME also supplies to 

Fachgroßhandels 

– The only significant direct supplier BADUSCHO in Margarethen am Moos 

(NÖ), which used to be part of the SPHINX-GUSTAVSBERG Group and is now, 

through the acquisition of SPHINX-GUSTAVSBERG, owned by 

SANITEC. BADUSCHO was actually one of three Austrian shower enclosures 

manufacturers, but it was decided to relocate production to other SANITEC 

factories. As a result, BADUSCHO is now merely a distribution 

company. BADUSCHO sells direct to installers, which is possibly due to the fact 

that many installers in Austria have their own showrooms, which BADUSCHO may 

use to display its products. BADUSCHOs sales stagnated in 2009, compared to the 

previous year. 

SAMPLE 

– DUSCHOLUX is one of Europe’s largest producers of shower screens and 

enclosures. In Austria, DUSCHOLUX sells its products through the Fachhandel. 

The company sells products in the premium segment of the market and expanded 

in the last year to Eastern Europe. DUSCHOLUX, suffering from the closure of its 

Austrian manufacturing plant, continues to lose share in the Austrian market. In 

October 2008, it declared bankruptcy, but agreed with the unions on a saving plan 

in November. After regular changes in the management, in December 2009 a new 


bankruptcy, but is reported to have been dropped by most customers. 

DUSCHOLUX sold almost 12% less shower enclosures and over 15% less bath 

screens, compared to the previous year. 


Bath Screens 

– DUSAR was the largest supplier of bath screens in Austria, after it had to 

share the leading position with PALME in 2008. DUSAR is also the most important 

supplier to DIY stores 

– PALME experienced a larger decline in its sales than its closest competitor 

DUSAR, and so was the second largest supplier of bath screens. PALME supplies 

to Fachgroßhandels 

– NOVELLINI has its own subsidiary near Wörgl in Tirol and supplies both 

Fachgroßhandel and DIY stores. NOVELLINI can also be found in large surface 

area furniture retailers (Großflächenmöbelhandel); however, these are supplied by 

Fachgroßhandel. In DIY stores, the manufacturer sells there under its SHOWLINE 

(ÖBAU, HAGEBAU, LAGERHÄUSER) and PRETTYLINE (OBI) brands. As far as 

sales through Fachgroßhandel are concerned, NOVELLINI supplies SHT, 

STEINER, ODÖRFER, HEINZE and EISENWAGNER. However, NOVELLINI 

restructured its product portfolio recently and focuses much more on the wholesaler 

for product distribution 

– BREUER (BREUER was sold by the MASCO cooperation to a German 

investment group, of which the Schulte brothers (owners of SCHULTE 

DUSCHKABINEN and HSK DUSCHKABINEN) are members and believed to be 

major shareholders 

Conventional Shower Cubicles 

– ARTWEGER continued to lead the conventional shower cubicles market. 

The number of sold products decreased by almost 5%, compared to the previous 

year 

SAMPLE 

– NOVELLINI, which supplies DIY stores and Fachgroßhandel increased its 

sales by 40%. 


Fig 6.4.1 AT - DISTRIBUTION FLOW FOR ENCLOSURES, CUBICLES AND BATH SCREENS 

SORTIMENTER / 

WHOLESALER 

3 

4 

0 4 35 10 

3 9 30 9 

1 5 38 1 

3 8 34 10 

HOME 

IMPROVEMENT* 

75 

34 


RETAILER 

7 

CONSUMER 

49 


30 

100 

NEW HOUSING 

15 

14 

DIY RETAILER 

1 

MERCHANT 

40 


51 

NON HOUSING 



2009 2014 

44 

10 

39 

SORTIMENTER / 

WHOLESALER 

34 


RETAILER 

CONSUMER 

45 


100 

4 4 30 16 0 

HOME 

IMPROVEMENT* 

DIY RETAILER 

8 46 

SAMPLE 

74 


NEW HOUSING 

15 

11 

35 

MERCHANT 

35 


55 

NON HOUSING

6.4.2 Distribution and End Use : Shower Wall 

Distribution 

The estimated distribution flow for shower enclosures and cubicles is shown in Fig 

6.4.1. BRG CONSULT estimates that sales split roughly as follows between the 

different distribution channels: 

% volume % value 

– direct supply: 9% 10% 

– DIY stores: 44% 30% 

– Sanitärfachgroßhandel: 47% 60%. 

(incl. Specialist retailers) 

With DIY stores now counting for 44% of sales (in volume terms) and Turkish and 

Chinese manufacturers increasing their presence on the Austrian market, 

according to several sources in the industry, established manufacturers are 

planning to start using all distribution channels, including DIY stores and furniture 

retailers. 

The breakdown by distribution channel is thought to have been as follows: 

– Sortimenter/wholesaler accounts for some 34% in volume 

– DIY stores sell some 44% of the volume 

– direct supply (from manufacturers to consumers) accounts for about 9%. 

However, it is believed the share of direct supply will increase in the future as 

manufacturers try to avoid the increasingly concentrated wholesale industry and 

target also the consumers direct, via the Internet. 


SAMPLE 

In 2009, it is estimated that 15% of sales went into the new housing market, 

whereas sales to the RMI market accounted for some 75%. The non housing 

sector is believed to have accounted for some 10% of sales. In the future, this trend 

is expected to remain more or less stable, with some 74% going to the RMI market, 

as new housing construction continues to increase, reaching some 15% of total 

installations. 


HYDROTHERAPY 


SAMPLE 


CP House 




Tel: +44 (0) 208 832 7860 

Fax: +44 (0) 208 566 4931 




August 2010

7.1.1 Historical Trends and Forecasts : Hydrotherapy 

Fig. 7.1.1 AT - SUMMARY OF TRENDS IN THE HYDROTHERAPY MARKET : 1998-2009 AND FORECASTS TO 2014 


SAMPLE 


7.1.2 Trends and Product Segmentation : Hydrotherapy 


Overall, hydrotherapy products have been gaining acceptance in Austria since the 

mid 1999s and the market had been growing since its early years up to 2005. In 

2006, the growth faltered. There was a slight rebound in 2007, but sales fell in 2008 

(and almost certainly again in 2009). Hydromassage baths ignited the volume 

growth at first and have shown steady performance ever since. However, since the 

mid-nineties the popularity of hydrotherapy cubicles (”Dampfduschen”) has 

continued to increase right up to 2007. Combined products have also developed 

well in Austria, with sales growing steadily over the past 20 years up to 2008. 

Although currently falling as a result of the recession, sales of “Wellness” products 

(hydrotherapy) are expected to recover in the future, as overall prices 

decrease. This will however, depend on a rebound in private consumption. 

2009 Market 

The highest decrease within the bathroom products market was recorded in the 

hydrotherapy product sector. The market for hydrotherapy products declined by 

almost 7% in 2009. Market saturation in conjunction with the negative economic 

environment has led to this negative development. 

Sales of hydromassage baths decreased by almost 5%, whereas sales of 

hydrotherapy cubicles declined by almost 10% in 2009. Shower panel sales shrank 

by over 6% and that of combined products decreased by over 5% in 2009. 


Hydromassage Baths 

The market for hydromassage baths declined by almost 5% in 2009 to 4,770 

pieces sold. Market saturation in conjunction with the negative economic 

environment has led to this negative development. Sales of hydromassage baths 

used to lose market shares to hydrotherapy cubicles in the past, but 2009 showed 

a different trend. POLYPEX still continued to lead the market. 

Hydrotherapy Shower Cubicles 

SAMPLE 

Hydrotherapy shower cubicles were first launched in the mid 1980s where the main 

impetus was provided by the German taps and mixers manufacturer 

HANSGROHE, alongside Italian manufacturers. These products have hydrotherapy 

jets and often additional features, such as steam or electronic controls. The steam 

feature (Dampfdusche) has become increasingly popular since its introduction to 

the Austrian market and the number of manufacturers offering this function 

continues to increase. However, sales in Austria declined by almost 10% to 4,550 


pieces. In 2009, ARTWEGER lead for the first time the hydrotherapy shower 

cubicles market. The largest leader from 2008, TEUCO GUZZINI, experienced a 

decline of almost 74%. Therefore, NOVELLINI increased its sales by over 68%. 

Combined Products 

Italian manufacturers are far ahead of the rest of Europe in sales of this type of 

product, and dominate sales to the Austrian market. Combined products are baths 

(usually, but not necessarily hydromassage) combined with a built in hydrotherapy 

showering facility including a shower screen. BRG CONSULT estimates that sales 

totalled 550 combined products in 2009, representing a decline of 5%. 

Shower Panels 

As in Germany, the shower panel market was pioneered in Austria by 

HANSGROHE but serious competition has started to appear since 1996. The 

shower panel is a vertical panel, usually with a fixed shower head, handset and a 

number of hydrotherapy jets. The product can be fitted into an existing or new 

shower enclosure or over a bath tub with bath screen. It is often available as a 

corner or flat wall model. Whilst the original HANSGROHE model was made of 

aluminium most models are now made of acrylic. This market recorded a decline of 

6% in 2009 and was led as in 2008, by GROHE, followed by HANSGROHE. 

SAMPLE 


7.1.3 Forecasting Basis : Hydrotherapy 


Austriahas only a modest hydrotherapy market. There seems to have been strong 

underlying growth from a very low base during the 1990's for all products, and 

sales continued to increase (albeit more slowly) while other bathroom products 

were suffering during the first half of the present decade. However, the market is 

not increasing any more significantly, and this is now looking like a mature market. 


Hydrotherapy products are likely to remain niche products. 


Shower panels are now performing better than the larger hydrotherapy products. 


Private consumption is the main driver, with around 80% of sales coming from 

home RMI. This is a highly discretionary consumer product. Since this remains a 

niche market, it is more relevant to consider how high or low the ceiling is on 

demand than to look for correlations with cyclical drivers. Nonetheless, the weak 

economic situation and limited private consumption are expected to have a 

negative impact on sales. 

Events 

Private consumption and GDP are forecast to increase slightly, but housing 

completions are predicted to decrease strongly. 


A relatively strong decline is forecast, and the hydrotherapy market finds itself in a 

difficult period of uncertainty. 


A continued decline until 2012 is expected because of the above mentioned 

economic situation. From 2012 onwards, a modest growth is estimated, in line with 

the economic recovery. However, the market is mature, hence only a slow growth 

is expected for the period between 2012 and 2014. 

Sensitivities 

SAMPLE 


A further worsening of the economic situation, resulting from the current weak 

international economic situation, would have further negative impact on the 

hydrotherapy products market. 

SAMPLE 


7.2.1 Prices and Market Values : Hydrotherapy 

Fig. 7.2.1 AT - ESTIMATED VALUES OF THE HYDROTHERAPY MARKET 



SAMPLE 


Fig 7.2.2 AT - ESTIMATED PRICE SEGMENTATION OF THE HYDROTHERAPY MARKET BY TYPE OF PRODUCT 2009 

Hydromassage Baths 2009 Hydrotherapy Cubicles 2009 

Price segment in € (Msp) % Volume Price segment in € (Msp) % Volume 

Economy / lower Economy / lower 

35% 1,670 36% 1,640 

(< € 1,000) (< € 1,500) 

Middle 

(€ 1,000-3,000) 

35% 1,670 

Middle 

(€ 1,500-4,000) 

39% 1,770 

Upper / luxury 

(> € 3,000) 

30% 1,430 

Upper / luxury 

(> € 4,000) 

25% 1,140 

TOTAL 100% 4,770 TOTAL 100% 4,550 

Combined Products 2009 Shower Panels 2009 

Price segment in € (Msp) % Volume Price segment in € (Msp) % Volume 

Economy / lower Economy / lower 

13% 70 38% 1,370 

(< € 1,500) (< € 300) 

Middle Middle 

56% 310 41% 1,480 

(€ 1,500-4,000) (€ 300-600) 

Upper / luxury Upper / luxury 

31% 170 21% 750 

(> € 4,000) (> € 600) 

TOTAL 100% 550 TOTAL 100% 3,600 


SAMPLE 


7.2.3 Prices and Market Values : Hydrotherapy 

BRG CONSULT's estimates of the value of the hydrotherapy markets are shown in 

Fig. 7.2.1. 

Market Values 

The total hydrotherapy market is estimated at €20.97 million in 2009, a decrease of 

over 10% compared to the previous year. The reason for the considerable decline 

has two causes; one being declining sales volumes within all segments of the 

Austrian hydrotherapy market and the second cause being lower the average 

prices (MSP). 

From the total market value, the products segments showing the hardest drop was 

hydrotherapy cubicles, which dropped by over 12%. The market value for 

hydromassage baths dropped from €7.28 million in 2008 to €6.49 million in 2009, 

whereas the market value make up almost 31% of the total market value in 2009, 

compared to almost 30% in 2008. Shower panels products showed a drop of over 

6% in terms of market values, totalling €1.69 million in 2009. 

Due to sales volume declining by over 5% in 2009, the market value for combined 

products, which have the highest price at the manufacturers’ level, fell by over 5% 

and stood at €1.42 million in 2009. This segment is the smallest segment within the 

total hydrotherapy market, with sales volume being low at 550 pieces sold. 

Prices 


The average price for hydrotherapy products in Austria was estimated at €1,360 at 

MSP in 2009. The market for hydromassage baths shows signs of lower average 

price developments due to an increased number of products going through the DIY, 

which already happened much earlier in the neighbouring country Germany. 

However, the drop in prices is still not significant and only fell by almost 3%, but 

prices are expected to decrease further in 2010. 

Hydrotherapy Cubicles 

BRG CONSULT estimates that 4,550 hydrotherapy shower cubicles were sold in 

Austria in 2009, with an average manufacturing selling price of €2,500. The 

average price for hydrotherapy cubicles is generally falling due to the increasing 

amount sold through the DIY channel and the increasing competition. If compared 

to the previous year, the average price for a hydrotherapy cubicles dropped by an 

estimated 3%. 

Shower Panels 

SAMPLE 


Fig 7.2.1 shows that the average price segments are much lower for shower panels 

than for other hydrotherapy products, with the majority of shower panels sold in the 

middle segment (around 41%). The shower panel market experienced a decline of 

over 6% in volume in 2009, whereas the average price for shower panels declined 

by 2% to €470, causing this segment to drop considerably in market values. 


The market for combined products remained very small in Austria, at an estimated 

market volume of 550 pieces. Combined products have an average manufacturer 

sales price of €2,580 and dropped by over 2% compared to the previous year. 

SAMPLE 


7.3.1 

7.3.2 

Market Shares : Hydromassage Baths 

Fig. 7.3.1 AT - ESTIMATED MARKET SHARES FOR HYDROMASSAGE BATHS 


Market Shares : Hydrotherapy Cubicles 

Fig. 7.3.2 AT - ESTIMATED MARKET SHARES FOR HYDROTHERAPY CUBICLES 


SAMPLE 


7.3.3 

7.3.4 

Market Shares : Combined Products 

Fig. 7.3.3 AT - ESTIMATED MARKET SHARES FOR COMBINED PRODUCTS 


Market Shares : Shower Panels 

Fig. 7.3.4 AT - ESTIMATED MARKET SHARES FOR SHOWER PANELS 


SAMPLE 


7.3.5 Supply Patterns & Trends : Hydrotherapy 


As mentioned earlier in this report, nearly all bath manufacturers also offer 

hydrotherapy products. However, there are some specialist manufacturers of 

whirlpool systems, who buy in the bath tubs, install the system and sell the bath on, 

or who supply baths manufacturers with ready-to-install systems. 

RUDOLF KOLLER GmbH is one of the above, supplying POLYPEX and other 

companies with hydromassage systems. KOLLER supplies whirlpool systems to 

bath tub manufacturers throughout Europe on an OEM basis. 

The Austrian manufacturer POLYPEX is market leader on the hydromassage baths 

market, with DUSCHOLUX second. In October 2008, DUSCHOLUX declared 

bankruptcy, but agreed with the unions on a saving plan in November. After 

regular changes in the management, in December 2009, a new managing director 

was appointed. The company is now trying to avoid final bankruptcy, but is 

reported to have been dropped by most customers. DUSCHOLUX sold over 33% 

less hydrotherapy baths, compared to the previous year. 

Other important suppliers to the Austrian hydromassage baths market are the 

leading Italian manufacturers GLASS IDROMASSAGGIO, TEUCO GUZZINI and 

JACCUZI and the German supplier HOESCH (Fig 7.3.1). HOESCH is reportedly in 

financial difficulties and has for the third year in a row had financial losses. 

A large proportion of the “Others” category is made up of cheap Chinese imports 

destined for the DIY stores. 

Hydrotherapy Shower Cubicles 

SAMPLE 

The Austrian market for hydrotherapy shower cubicles has historically been 

dominated by foreign manufacturers, mainly Italian (TEUCO GUZZINI, GLASS 

IDROMASSAGGIO, NOVELLINI and BADUSCHO/ALBATROS) and German 

(DUSCHOLUX, DUSAR, HOESCH and HANSGROHE). However, in 2009, the 

market leader from 2008, TEUCO GUZZINI, experienced a decline of almost 74% 

and was registered as the third largest supplier. 

In 2009, the Austrian manufacturer ARTWEGER from Bad Ischl, led the market. 

ALBATROS, which is a brand belonging to SANITEC and manufactured by 

DOMINO in Italy, switched the distribution away from SANOTECHNIK in mid 2001, 

and is now in the hands of BADUSCHO. 

Hydrotherapy shower cubicles are also being sold in DIY stores, despite being 

technically more complicated to install. Products sold via DIY stores are, however, 

placed in a lower price segment, and this appears to be reflected in the quality. Fig 


7.3.2 shows the estimated market shares for 2008 and 2009. 


The small Austrian market for combined products is recorded by some 550 sold 

combined products, compared to 580 in 2008. The largest supplier from last year, 

TEUCO GUZZINI, sold almost 29% less combined products, compared to the 

previous year, but still continued to lead the market. The followers GLASS 

IDROMASSAGIO and DUSAR also experienced declines in their sales. 

BRG CONSULT estimates, that the combined products is made up of Chinese 

imports destined for the DIY stores. 

Shower Panels 

The shower panel market in Austria is also dominated by foreign manufacturers. As 

can be seen in the market share table (Fig 7.3.4), GROHE had been the market 

leader in 2009. The former strong market leader HANSGROHE was second in 

2009. Other German companies (KLUDI) as well as Italian ones (NOBILI, 

NOVELLINI, TEUCO) are emerging. Austrian presence is represented in the 

market by PAMOS AUSTRIA, who experienced a decline of 80% in its 

sales. ARTWEGER is also supposed to have some sales of shower panels 

(negligible sales) and the panels sold under the SANOTECHNIK brand are to be 

found in DIY stores. SANOTECHNIK probably sources its panels from China. 

SAMPLE 


Fig 7.4.1 AT - DISTRIBUTION FLOW FOR HYDROTHERAPY BATHS 

SORTIMENTER / 

WHOLESALER 

1 

21 


RETAILER 

5 



2009 2014 


DIY RETAILER 

11 4 19 10 

1 6 44 

CONSUMER 

44 

HOME 

IMPROVEMENT* 

75 

4 

20 

100 

25 

5 

NEW HOUSING 

15 

0 


56 

54 

MERCHANT 

54 

5 

NON HOUSING 

10 

SORTIMENTER / 

WHOLESALER 

5 31 

MERCHANT 

8 4 20 10 1 11 41 5 

HOME 

IMPROVEMENT* 

74 

21 

100 

1 4 20 11 0 


RETAILER 

CONSUMER 

SAMPLE 

42 



DIY RETAILER 

NEW HOUSING 

14 

51 


58 

NON HOUSING 

12 

51

7.4.2 Distribution and End Use : Hydrotherapy 

Distribution 

Fig 7.4.1 describes the structure of hydromassage product distribution in 2009 and 

forecasts for 2014. 

The hydrotherapy market has been characterised over the past few years by the 

growing share of the DIY channel. This is the result of the following factors: 

- the democratisation of hydrotherapy products with the increasing trend of 

the bathroom becoming a relaxation room in the house 

- efforts made by DIY stores to highlight products in store (show rooms)s, 

especially shower panels 

- the more recent growing penetration of Chinese products within the 

hydromassage and shower panel markets. These products are sold through DIY 

stores at very cheap prices, often through promotional operations. 


In 2009, it is estimated that 10% of sales went into the non housing market, 

whereas sales to the RMI market accounted for some 75%. The new housing 

sector is believed to have accounted for some 15% of sales. In the future, this trend 

is expected to remain more or less stable, as non housing construction continues to 

increase and RMI to decrease, reaching some 12% and 74% respectively of total 

installations. 

SAMPLE 


AFG 

Table Of Contents 

Appendix A - Company Profiles 

SANITÄR HEINZE GmbH AUSTRIA Importer 

ARTWEGER 

ARTWEGER GmbH & Co. AUSTRIA Independent 

BWT 

BWT Austria GmbH AUSTRIA Independent 

NEHER BAD & WELLNESS SYSTEMS AG AUSTRIA Independent 

DAMIXA 

DAMIXA ARMATUREN GmbH AUSTRIA Subsidiary 

DUSCHOLUX 

DUSCHOLUX GmbH & Co KG AUSTRIA Subsidiary 

ECZACIBASI 

VITRA AUSTRIA Subsidiary 

EISL 

EISL SANITÄR GmbH AUSTRIA Importer ,Independent 

GEBERIT 

GEBERIT VERTRIEBS GmbH AUSTRIA Subsidiary 

GROHE 

GROHE GmbH AUSTRIA Subsidiary 

HANSA 

HANSA AUSTRIA GmbH AUSTRIA Subsidiary 

IDEAL STANDARD INT 

IDEAL STANDARD ÖSTERREICH AUSTRIA Subsidiary 

KERA HANDELS GmbH AUSTRIA Importer 

KALDEWEI 

FRANZ KALDEWEI GMBH & CO. KG AUSTRIA Subsidiary 

KLUDI 

KLUDI-ARMATUREN AUSTRIA GmbH AUSTRIA Subsidiary 

MASCO 

HANSGROHE HANDELSGESELLSCHAFT mbH AUSTRIA Subsidiary 

HÜPPE AUSTRIA Subsidiary 

NOVELLINI 

NOVELLINI GmbH AUSTRIA Subsidiary 

PALME 

PALME-DUSCHABTRENNUNGEN GmbH & Co. KG AUSTRIA Independent 

PAMOS SWISS 

PAMOS SWISS GMBH AUSTRIA Independent 

POLYPEX 

POLYPEX WIRO-KUNSTSTOFF-FABRIK GmbH & Co. KG AUSTRIA Independent 

ROCA 

LAUFEN AUSTRIA AG AUSTRIA Subsidiary 

SAM 

SAM SCHULTE GmbH AUSTRIA Subsidiary 

SANITEC 

BADUSCHO DUSCH- UND BADEINRICHTUNGEN 

VERTRIEBSGES. mbH 

AUSTRIA Subsidiary 

KERAMAG VERTRIEBSGESELLSCHAFT mbH AUSTRIA Subsidiary 

TEKA 

SWIAG SANITÄRARMATUREN GmbH AUSTRIA Subsidiary 

VILLEROY & BOCH 

VILLEROY & BOCH AUSTRIA GmbH AUSTRIA Subsidiary 

WOLSELEY 

SAMPLE 

FAP VERTRIEBS GmbH AUSTRIA Importer 


SANITÄR HEINZE GmbH 

... 

AFG 

Address : Franz-Sauer-Straße 40 

... 

Salzburg 

5013 

AUSTRIA 

Product Sectors : Baths 

... 

Market Volumes : 

Tel: +43 662 44944 0 

Fax: +43 662 44944 333 

Website: www.sanitaer-heinze.com 

Email: fr@sanitaer-heinze.com 

Radiators 

KERMI Shower Wall: Shower 

... 

General Comments : 

Enclosures 

2009 2008 

Volume Shares Volume Shares 

11100 6.60% 11000 6.41% 

Shower Wall: Bath Screens 590 3.51% 600 3.51% 

SANITÄR HEINZE, formerly a distributor of BIASI steel panel radiators under the "CLIMA" 

brand name, now distributes KERMI steel panel radiators as its sole brand. 

Other KERMI products such as towel warmers, decorative steel tubular radiators, 

convectors and shower enclosures are also distributed through other wholesalers: 

-- PINGUIN sells KERMI towel warmers under its PRISMA brand 

-- STEINER, ODÖRFER, INHAUS and ÖAG also sell KERMI products 

-- WIELITSCH in Klagenfurt markets KERMI under its Hausmarke. 

It is estimated that the share of sales under Hausmarken on total KERMI sales in Austria 

hovers around 20%. 

SAMPLE 

KERMI maintained its position in the Austrian market as the third largest supplier of steel 


panel radiators and fourth largest for towel warmers. 

... 

Distribution Policies : 

SANITÄR HEINZE sells through the Fachhandwerk. 

SAMPLE 


ARTWEGER GmbH & Co. 

... 

Address : Sulzbach 159 

... 

Bad Ischl 

4820 

AUSTRIA 

Tel: +43 6132 205 0 

ARTWEGER 

Fax: +43 6132 269 38 

Ownership : Independent 

... 


... 

Financial Summary : 

Website: www.artweger.co.at 

Email: info@artweger.co.at 

Hydrotherapy 

Shower Trays 

Shower Wall 

................ 2008 2003 2002 2001 1999 

Year End 12/2008 12/2003 12/2002 12/2001 12/1999 

Turnover (M EUR) 31.30 26.50 25.20 23.60 21.80 

No. of Employees 260 260 220 220 

% Exports 45.00% 45.00% 

... 

Production Locations : Austria (Bad Ischl) 

... 


ARTWEGER Shower Trays: Synthetic Shower 

Trays 

SAMPLE 

2009 2008 


4500 7.32% 4800 7.21% 

Shower Wall: Shower Enclosures 18000 10.70% 19200 11.18% 


... 



Hydrotherapy: Hydrotherapy 

Cubicles 

Shower Wall: Conventional Shower 

Cubicles 

420 9.23% 400 7.92% 

620 25.20% 650 25.90% 

ARTWEGER GmbH & Co. is the largest Austrian manufacturer of shower enclosures and cubicles with a 

turnover of between 25 to 50 million in 2009. The company was set up in 1923 by Anton Artweger. It has 

since remained a family business owned by the families Artweger and Jäger. 

ARTWEGER has a subsidiary in Germany, ARTWEGER & Co. in Ainring (Bavaria), but marketing and 

sales are done by A&S BÄDER GmbH, in Eberdingen Hochdorf, which made a name for itself by selling 

synthetic bath tubs and shower trays direct to installers and which has since moved into shower 

enclosures and other bathroom products. 

As for its the international presence, ARTWEGER sells: 

- shower enclosures and bath screens in Australia (only CITYLINE product range), Bahrain, 

Denmark, India, Italy, the Netherlands, Norway, Oman, Turkey and United Arab Emirates 

- shower enclosures, bath screens and clothes horses in Belgium, Greece, Israel, Croatia, 

Luxembourg, Russia and the Czech Republic. 

... 

Product Range : 

The company manufactures shower enclosures, steam showers, clothes dryers, shower panels and a 

"Twinline", a combination of shower and bathtub. 

All shower screens, steam showers and Twinline are produced in Bad Ischl. The dryers and shower 

panels come from the factory in the Slovak Presov. 

... 


In terms of distribution, ARTWEGER sells direct to wholesalers. 

ARTWEGER's sales partners are located in following countries: 

Australia, Austria, Belgium, Croatia, Czech Republic, Denmark, Finland, France, Germany, Greece, 

Hungary, Iceland, Ireland, Israel, Luxembourg, New Zealand, Norway, Poland, Romania, Russia, 

Singapore, Slovakia, Slovenia, South Africa, Spain, Sweden, UK and USA. 

Main export markets are Germany, Switzerland, Belgium, the Netherlands, France, Poland, Hungary and 

the Czech Republic. 

SAMPLE 


BWT Austria GmbH 

... 

BWT 

Address : Walter-Simmer-Straße 4 

... 

Mondsee 

5310 

AUSTRIA 

Tel: +43 6232 50 11 0 

Fax: +43 6232 40 58 

Website: www.bwt.at 

Email: office@bwt.at 

Ownership : Publicly Listed (AG) 

... 

Product Sectors : Heat Pumps 

... 


Sanitary Taps & Mixers 

Shower Accessories 

Shower Wall 

................ 2009 2008 2007 2006 2005 

Year End 12/2009 12/2008 12/2007 12/2006 12/2005 

Turnover (M EUR) 401.00 397.00 286.50 362.00 463.50 

Profit After Tax (M EUR) 32.60 25.70 

No. of Employees 2800 2400 2221 2202 2007 

% Exports 

... 

Production Locations : Austria (Mondsee), France (Paris), Germany (Schriesheim), Hungary 

... 


SAMPLE 

(Tamási), Switzerland (Aesch) 

2009 2008 


BWT Taps & Mixers: Taps & Mixers 2600 0.27% 2500 0.26% 


... 


Production takes place on the four main sites in Paris (France), Schriesheim (Germany), Aesch 

(Switzerland) and Mondsee (Austria), the research and development is also divided into four locations. 

Product brands of the organisation are: BWT, CILLIT, PERMO, AQATOTAL, BWT-FRESH, NEHER, 

AQUA ENGINEERING, GOEMA, G&S, FUMA-TECH, KENNICOTT, VAN DER MOLEN and CHRIST. 

In 2009, 43% of the turnover was achieved in BWT's core countries Austria and Germany. Other important 

market are France/Benelux (23.8%), Switzerland/Others (14.5%), Scandinavia (10.8%) and Italy/Spain 

(7.9%). 

BWT AG (Best Water Technology) headquartered in Mondsee (Upper Austria) is a water technology 

company. 

The best water technology group was created through a management buy-out in 1990, but the roots of the 

company date back to 1823. Today this water technology company has 2,800 employees in over 70 

subsidiaries and associated companies. 

Due to company reorganisation in 2001, the company is now divided into the following sectors: 

-- AQUA ECOLIFE TECHNOLOGIES - BWT water technologies for health and wellness 

-- AQUA SYSTEMS TECHNOLOGIES - modular designed components for industries and municipalities 

-- FUEL CELL MEMBRANE TECHNOLOGIES - FuMA-Tech high performance membrane for fuel cells 

-- CHRIST AQUA Pharma & Biotech. 

... 


BWT-ARMATUREN is the brand now used by BEST WATER TECHNOLOGIE AG (formerly BECKINSER 

WASSERTECHNIK AG) for sanitary taps and mixers and was formerly known as KS- 

SANITÄRARMATUREN. 

KS-SANITÄR-ARMATUREN, a small Austrian taps and mixers manufacturer, was taken over by BWT AG 

at the beginning of the 1990s and the better known BWT brand name has now replaced KS. KS was 

above all a building taps manufacturer but the company also manufactures some sanitary mixers (mainly 

2-head mixers) and imports products from the Swiss manufacturer SIMILOR-KUGLER to supplement its 

range at the top end of the market. 

BWT-ARMATUREN specialises in water saving sanitary taps and mixers and has recently introduced a 

line of "wellness" mixers and shower accessories. 

... 


BWT offers full service packages for their pools and hydrotherapy pools ranging from installation to repair 

and regular servicing. 

SAMPLE 


BWT 

NEHER BAD & WELLNESS SYSTEMS AG 

... 

Address : Emailwerkstraße 25 

... 

Villach-Landskron 

9523 

AUSTRIA 

Ownership : BWT AG 

... 

Tel: +43 4242 416 710 

Fax: +43 4242 416 716 

Website: www.neher.at 

Email: office@neher.at 

Product Sectors : Shower Wall 

... 

Production Locations : Austria (Villach-Landskorn) 

... 


2009 2008 


NEHER Shower Wall: Shower Enclosures 10000 5.95% 9800 5.71% 

... 



NEHER DUSCHEN was founded in 1879 and was originally a manufacturer of steel barrels. In 1978 the 

company began manufacturing shower walls after having been taken over by German SULO Group eight 

years previously. In 2004, BWT completed the acquisition of NEHER which began in 2001 as a 

management buy-out and taking over shares. In 2005, the company was renamed MANUFACTUR FÜR 

GLAS & SPIEGEL GMBH although the name NEHER remains for their shower products. 

... 


NEHER DUSCHEN offers following products: 

- showers in following models: 

SAMPLE 

NEHERSELECT, NEHER VISION, ARABESKA IB, CARISMA, SILENZA CLASSIC, ESPRIT, NEHER 


STAR, NEHER XL, MEDICO, LIBERTY; 

- shower trays: 

Mineral stone shower trays 

- shower columns in following models: 

SHOW ALPENTOWER CLASSIC, SHOW ALPENTOWER EMOTION, TROPICAL RAIN SHOWER 

- aluminium and glass cabinets 

- glass and mirror heaters 

... 


Products are available from installers. 

SAMPLE 


DAMIXA ARMATUREN GmbH 

... 

Address : Kircheninsel 3 

... 

Gronau (Germany) 

48599 

AUSTRIA 

DAMIXA 

Tel: +49 2562 99 22 100 

Fax: +49 2562 99 22 111 

Website: www.damixa.com 

Email: info.germany@damixa.com 

Ownership : EVO CAPITAL A/S and DAMIXA Management 

... 

Product Sectors : Sanitary Taps & Mixers 

... 

Production Locations : Non-manufacturing importing subsidiary 

... 


2009 2008 


DAMIXA Taps & Mixers: Taps & Mixers 8300 0.87% 8600 0.88% 

... 


DAMIXA used to have its own distribution subsidiary in Austria but has no designated Austrian location 

anymore. 

DAMIXA belonged to the MASCO Group until July 2009, when the company was bought by two of its 

directors, along with EVO CAPITAL. 

... 


DAMIXA is particularly strong in sales of kitchen taps and mixers, but beside that it deals with kitchen 

sinks and sanitary taps and mixers. 

SAMPLE 


DUSCHOLUX GmbH & Co KG 

... 

Address : Am Kirchenholz 2 

... 

Hörsching 

4063 

AUSTRIA 

Tel: +43 7221 708 0 

DUSCHOLUX 

Fax: +43 7221 708 300 

Website: www.duscholux.at 

Email: duscholux@duscholux.at 

Ownership : 100% DUSCHOLUX 

... 


... 

Hydrotherapy 

Shower Trays 

Shower Wall 

Production Locations : Luxembourg, Germany, Spain, Switzerland, South Africa, Canada, Ireland 

... 


DUSCHOLUX Shower Trays: Synthetic Shower 

... 


Trays 

2009 2008 


6000 9.76% 7500 11.26% 



Hydrotherapy: Hydromassage Baths 300 6.29% 450 9% 


Cubicles 

SAMPLE 

150 3.30% 280 5.54% 

Hydrotherapy: Shower Panels 100 2.78% 130 3.39% 

Baths: Synthetic Baths 8650 9.45% 10200 10.91% 


The Swiss manufacturer DUSCHOLUX AG has had its own distribution subsidiary in Austria since the 

1970s, DUSCHOLUX Ges.m.b.H. & Co KG. The subsidiary then turned to manufacturing and had over 

200 employees, producing bath tubs, shower enclosures and hydromassage baths of 50% which were 

exported. 

However, in 2001, production ceased completely in Austria and the products are now sourced from other 

DUSCHOLUX plants. The Austrian sales subsidiary is however now responsible for sales in the whole of 

Central and Eastern Europe (with the exception of Poland). 

The Group holding company is a Swiss privately owned importing and manufacturing company. However, 

the management Group is based in Germany at DUSCHOLUX SANITÄR PRODUKTE GmbH, 

Schriesheim. 

... 

Market Sectors : 

In terms of price/quality, DUSCHOLUX sees itself as oriented towards the upper end of the market. Since 

2000 DUSCHOLUX has struggled somewhat in the market as a plethora of competitiors successfully took 

market share away from the company when it ceased manufacturing in Austria. 

... 


DUSCHOLUX sells synthetic baths and shower trays, hydromassage baths and hydrotherapy cubicles. 

... 


In terms of distribution, DUSCHOLUX sells to installers as well as to wholesalers. 

SAMPLE 


VITRA 

... 

Address : Agrippinawerft 24 

... 

Köln (Germany) 

50678 

AUSTRIA 

ECZACIBASI 

Tel: +49 221 277368 0 

Fax: +49 2622 8895 500 

Website: www.vitra-bad.de 

Email: 

Product Sectors : Ceramic Sanitary Ware 

... 



VITRA Shower Trays: Synthetic Shower 

... 


Trays 

Sanitary Ware: Ceramic Sanitary 

Ware 

2009 2008 


2500 4.07% 4600 6.91% 

60000 8.63% 75000 10.53% 

Taps & Mixers: Taps & Mixers 2500 0.26% 2500 0.26% 


VITRA is the brand name used for sanitary ware by the Turkish manufacturer ECZACIBASI YAPI 

GERECLERI SANAYI VE TICARET A.S., better known as EYAP. EYAP is active in Austria through its 

German distribution subsidiary, VITRA BAD GmbH, in Cologne, which markets the VITRA products in 

Germany, Austria, Benelux and Italy. 

VITRA has been present on the Austrian market since the beginning of the 1990s but the company first 

only made spot sales, supplying mainly the DIY stores. VITRA, which has set up strong relationships with 

German Fachgroßhändler and buying groups, has also used this strategy to make a name for itself in 

Austria. 

... 


SAMPLE 

Since 2002, VITRA has been especially successful with sales of low end ceramics gaining share. In 

Austria, VITRA also supplies ÖAG with its bottom line of own label products, STARS. Several reasons 

have been given for VITRA's success: having a good quality product at a low price (significantly lower 


prices than the majority of other manufacturers), flexible logistics, a policy to supply most wholesalers on a 

large scale as well as maintaining a close co-operation with DIY stores. 

Because of limited possibilities for development in the ceramic sanitary ware market in Europe, the 

company also focuses on the production of toilet seats, faucets and bathroom furniture and accessories. 

... 


VITRA supplies mainly wholesalers. 

SAMPLE 


EISL SANITÄR GmbH 

... 

EISL 

Address : Steinhauser Straße 14a 

... 

Salzburg 

5020 

AUSTRIA 


... 


Tel: +43 662 879 346 0 

Fax: +43 662 879 346 50 

Website: www.eisl.at 

Email: office@eisl.at 


Hydrotherapy 


Shower Trays 

Shower Wall 

EISL Shower Trays: Synthetic Shower 

... 


Trays 

2009 2008 


1200 1.95% 1400 2.10% 



EISL SANITÄR GmbH, in Salzburg, is a Sortimenter with sales offices in Austria, Germany, and Hungary 

(also catering for the Czech and Slovak markets), Slovenia (and Croatia), Romania and Hungary. 

EISL used to import synthetic bath tubs and shower trays from the South African manufacturer PLEXICOR 

but the contract was terminated in 1995. EISL now sources acrylic baths from Turkey and Croatia. 

... 


EISL has a strong position in hydrotherapy (baths and showers), synthetic bath tubs and shower trays, 

sanitary mixers, and bathroom furniture. 

EISL distributes products generally under the EISL brand. 

... 

SAMPLE 



EISL channels acrylic shower trays to OBI and ÖBAU/QUESTER. EISL also sells some ceramic 

washbasins from CERAMICA CATALANO and imports ROLTECHNIK enclosures from the Czech 

Republic. 

EISL does not only supply Austrian DIY stores but also German ones, plus some wholesalers. EISL is also 

reported to sell direct to installers. 

SAMPLE 


GEBERIT VERTRIEBS GmbH 

... 

Address : Gebertstraße 1 

... 

GEBERIT 

Pottenbrunn/St.Pölten 

3140 

AUSTRIA 

Tel: +43 2742 401 0 

Fax: +43 2742 401 50 

Website: www.geberit.at 

Email: sales.at@geberit.at 

Ownership : GEBERIT AG 

... 

Product Sectors : Exposed Plastic Cisterns 

... 


Installation Modules 


Self Closing Taps & Mixers 

................ 2009 2008 2007 2006 2005 

Year End 12/2009 12/2008 12/2007 12/2006 12/2005 

Turnover (M EUR) 75.00 81.90 72.12 


... 

Production Locations : Austria (Pottenbrunn, Matrei am Brenner), Switzerland, Germany 

... 


GEBERIT Sanitary Ware: Concealed Plastic 

Cisterns 

Sanitary Ware: Exposed Plastic 

Cisterns 

SAMPLE 


2009 2008 


118000 71.95% 124000 70.94% 

47900 38.47% 52000 38.52%

... 


GEBERIT has two companies in Austria: one manufacturing company and one distribution company. Both 

companies are located on the same site in Pottenbrunn, near Sankt Pölten (100 km west of Vienna). 

GEBERIT has been present on the Austrian market for 30 years, to start with through its distribution 

subsidiary and since 1991 with a manufacturing plant. GEBERIT employs 410 people in Austria, 40 of 

which work for the distribution company, GEBERIT VERTRIEBS GmbH, and 370 work in the production 

company. 

In 2002, the group acquired the Austrian manufacturer of installation systems HUTER VORFERTIGUNG 

in Matrei am Brenner in Tirol. 

GEBERIT has two production locations in Austria, one in Pottenbrunn and the other in Matrei am Brenner. 

The GEBERIT Group has manufacturing plants in Switzerland, Germany and Austria. Each plant 

specialises in the production of specific products. The Austrian plants manufacture the majority of the 

Group's needs in connecting pieces (Apparatenanschlüsse), most of the Group's needs in electric muffs 

(Elektromuffen) and all of the Group's needs in U-bends (Spülbögen). 

50% of the turnover made in Austria is from products delivered direct from the GEBERIT plants in 

Switzerland and Germany. 

... 


GEBERIT is a manufacturer of concealed and exposed plastic cisterns. 

... 


The Austrian distribution subsidiary also assumes marketing functions for the Eastern European 

subsidiaries in Hungary, the Czech Republic, and Slovenia. 

Products are distributed via installation companies in Austria. 

SAMPLE 


GROHE GmbH 

... 

GROHE 

Address : Wienerbergstraße 11/A7 

... 

Wien 

1100 

AUSTRIA 

Ownership : GROHE 

... 

Tel: +43 1 680 60 

Fax: +43 1 688 45 35 

Website: www.grohe.at 

Email: info-at@grohe.com 

Product Sectors : Exposed Plastic Cisterns 

... 


Installation Modules 

Kitchen Taps & Mixers 


Self Closing Taps & Mixers 


................ 2009 2008 2006 2005 2002 

Year End 12/2009 12/2008 12/2006 12/2005 12/2002 

Turnover (M EUR) 17.50 26.50 


... 


... 


SAMPLE 

2009 2008 


GROHE Hydrotherapy: Shower Panels 970 26.94% 1000 26.04% 



GROHEDAL Sanitary Ware: Concealed Plastic 

... 


Cisterns 

8500 5.18% 7500 4.29% 

GROHE changed its name to GROHE -- ENJOY WATER. The headquarters of GROHE is based in 

Hemer (Germany). The company employs 5,000 people worldwide and 3,200 in Germany. In 2009 the 

company's turnover has been €1.0 billion. 

GROHE has 6 production locations, three in Germany and one in Portugal, Thailand and Canada. The 

main part of the turnover (82%) is earned abroad and the company is represented in more than 130 

countries. 

In 2009 the Austrian subsidary employed 31 people. The Austrian headquarter is since the beginning of 

2007 located in the Vienna Twin Tower at Wienerberg. 

... 


GROHE is the market leader in Austria on bath- and kitchen taps and mixers as well as shower 

accessories. 

... 


In Austria, GROHE is market leader for taps and mixers, and for shower handsets in the Fachgroßhandel 

sector. GROHE's best selling line is EURODISC. As the market leader, GROHE products are to be found 

in most DIY stores. GROHE in Austria is thought to make at least 7% of its turnover from the DIY stores. 

In recent years, GROHE has concentrated its sales on middle segment products and is reported to be 

selling direct to DIY stores. For example, the current BAUMAX catalogue includes the following GROHE 

series: SINFONIA 2-head mixers, SWIFT, CHAMP, SPIRIT II, CHIARA, ECTOS, TENSO and LOOP 

single lever mixers and COMPASS 1000 thermostatic mixers and shower accessories. 

In 2003 GROHE formed an agreement with the market leader and sole Austrian synthetic bath and 

shower tray manufacturer POLYPEX, and the Austrian supplier of enclosures, PALME to form the '3 

BADPROFI' brand of quality. This agreement has resulted in some joint marketing efforts to help enhance 

each other's product offerings. 

... 


In recent years, GROHE has concentrated its sales on middle segment products and is reported to be 

selling direct to DIY stores. For example, the current BAUMAX catalogue includes the following GROHE 

series: SINFONIA 2-head mixers, SWIFT, CHAMP, SPIRIT II, CHIARA, ECTOS, TENSO and LOOP 

single lever mixers and COMPASS 1000 thermostatic mixers and shower accessories. 

In 2003 GROHE formed an agreement with the market leader and sole Austrian synthetic bath and 

shower tray manufacturer POLYPEX, and the Austrian supplier of enclosures, PALME to form the '3 

BADPROFI' brand of quality. This agreement has resulted in some joint marketing efforts to help enhance 

each other's product offerings. 

SAMPLE 


HANSA AUSTRIA GmbH 

... 

Address : Rottfeld 7 

... 

Salzburg 

5013 

AUSTRIA 

HANSA 

Tel: +43 662 43 31 000 

Fax: +43 662 43 31 00 20 

Website: www.hansa.at 

Email: info@hansa-kwc.at 

Ownership : HANSA METALLWERKE AG 

... 

Product Sectors : Installation Modules 

... 





... 


2009 2008 


HANSA Taps & Mixers: Taps & Mixers 90000 9.43% 100000 10.26% 

... 


HANSA AUSTRIA GmbH is the Austrian distribution subsidiary of HANSA METALLWERKE AG. The 

turnover splits between four product groups: sanitary taps and mixers, shower accessories, spare parts 

and security products (Sicherheitsgruppen). HANSA's sanitary mixers range is biased strongly towards 

one head mixers. Taps and mixers are thought to account for some 80% of total turnover, shower 

accessories for 15% and other products for 5%. The Austrian subsidiary has the same product range as 

the parent company in Germany. They use the same catalogue and product literature: only the price lists 

are different. 

... 

SAMPLE 



The company has traditionally been positioned in the middle and upper price segments of the market, but 

over the past few years it has introduced lower priced ranges (HANSAVIVA and HANSADISC for single 

lever mixers, HANSATEMPRA for thermostatic mixers) in order to follow the trends in the market. 

Nevertheless, the company still has a strong position in all higher priced segments. HANSA has a strong 

position in the thermostatic mixers market in Austria. About 30% of its sales of bath and shower mixers are 

built in. 

... 


HANSA's best selling lines are HANSAMIX in terms of pieces and HANSARONDA in turnover. More 

recently the company released its HANSAMURANO and HANSAQUADRIS (which include comtemporary 

1 head mixer designs) range aimed at the upper end of the market. 

The subsidiary also markets the Swiss brand KWC which is designed specifically for the kitchen 

(especially in the commercial market). 

As for its international presence: 

- the HANSA brand is also sold through subsidiaries in the USA, Belgium, the Czech Republic, 

Spain, France, Italy, the Netherlands and Poland 

- KWC, originally from Switzerland, is sold in Belgium, Germany, United Kingdom, Italy and the 

USA 

- AQUIS SANITAR AG in Switzerland 

... 


Products are distributed via sanitary distributors and installation companies. 

SAMPLE 


IDEAL STANDARD ÖSTERREICH 

... 

Address : Murbangasse 8 

... 

Wien 

1108 

AUSTRIA 


Tel: +43 1 25662 22 0 

Fax: +43 1 25662 22 625 

Website: www.idealstandard.at 

Email: idealstandard.at@idealstandard.com 

Ownership : IDEAL STANDARD INTERNATIONAL 

... 


... 




Shower Trays 


... 


CERAMICA DOLOMITE Sanitary Ware: Ceramic Sanitary 

Ware 

IDEAL STANDARD Shower Trays: Synthetic Shower 

Trays 


Ware 

SAMPLE 

2009 2008 


540 0.08% 350 0.05% 

6500 10.57% 5800 8.71% 

17650 2.54% 33800 4.75% 


Hydrotherapy: Hydromassage Baths 10 0.21% 10 0.2% 




JADO Taps & Mixers: Taps & Mixers 550 0.06% 930 0.10% 


... 


IDEAL STANDARD ÖSTERREICH is purely a distribution company, set up in 1974 as part of WABCO 

ÖSTERREICH but ultimately part of IDEAL STANDARD INTERNATIONAL. Roughly speaking, 65% of the 

company's turnover is from taps and mixers, 30% from ceramic sanitary ware and 5% from synthetic 

baths. The company's range also includes some bathroom furniture and accessories. 

Ceramic sanitary ware is manufactured in France (where IDEAL STANDARD also controls PORCHER), 

Italy, the Czech Republic (where IDEAL STANDARD owns the former KERAMICKE ZAVODY in Teplice), 

and now in Bulgaria, and synthetic baths come from Italy, France, the United Kingdom and Egypt. In 

Austria, IDEAL STANDARD has a relatively up-market profile. 

The taps and mixers sold in Austria are manufactured mainly in Germany (in Wittlich), with the exception 

of some ranges (CERAFLOW) imported from VIDIMA in Bulgaria. The CERANORM brand, which was 

also brought in from Bulgaria is no longer in use, having become the CERAPLAN brand. 

... 


The product range sold on the Austrian market is very similar to that in Germany with the exception of a 

couple of products picked up in the product range of the French and Italian sister companies. ÖAG is now 

only provided with some of its own Hausmarken FAP brand from IDEAL STANDARD after the brand 

IDEAL STANDARD was de-listed by ÖAG at the beginning of 2001. 

... 


IDEAL STANDARD now sells through SHT, ODÖRFER, HOLTER, STEINER and IMPEX-SANOPOL. The 

subsidiary also supplies the market with JADO mixers. 

SAMPLE 


KERA HANDELS GmbH 

... 

Address : Florianweg 12 

... 

Viktring 

9073 

AUSTRIA 


Tel: +43 463 281621 

Fax: +43 463 281615 

Website: www.idealstandard.com 

Email: idealstandard.de@idealstandard.com 


... 


IDEAL STANDARD Shower Trays: Synthetic Shower 

Trays 


Ware 

2009 2008 


6500 10.57% 5800 8.71% 

17650 2.54% 33800 4.75% 


Hydrotherapy: Hydromassage Baths 10 0.21% 10 0.2% 




JADO Taps & Mixers: Taps & Mixers 550 0.06% 930 0.10% 

... 


IDEAL STANDARD with its head office in Brussels is a privately held company regardless operating on 

the market in Europe, the Middle East, Africa and Latin America. Their product range include bathroom 

furniture, fittings and bath and shower trays for private business shared and public buildings. The products 

are STANDARD, JADO and AMERICAN STANDARD (Latin America) under the international brand 

names ideal and distributed under strong national brands such as ARMITAGE SHANKS (GB), INCESA 

STANDARD (Latin America), CERAMICA DOLOMITE (Italy), PORCHER (France and Latin America) and 

VIDIMA (Eastern Europe). The company employs more than 11,000 people. 

KERA imports ceramic sanitary ware to Austria which it sources from CERAMICA DOLOMITE. 

CERAMICA DOLOMITE is found in both the Baumärkte and the Fachgroßhandel (CARL STEINER). 

... 

SAMPLE 



In addition to the three classical product areas for the bathroom-ceramic products, acrylic trays and fittings 

their portfolio includes bathroom furniture, accessories and kitchen fittings. 

SAMPLE 


KALDEWEI 

FRANZ KALDEWEI GMBH & CO. KG 

... 

Address : Ottensheimer Straße 36 

... 

Linz 

4040 

AUSTRIA 

Tel: +49 2382 785 0 

Fax: +49 2382 785 271 

Ownership : KALDEWEI 

... 


... 

Website: www.kaldewei.com 

Email: info@kaldewei.de 

Hydrotherapy 

Shower Trays 


... 


KALDEWEI Shower Trays: Steel / Cast Iron 

... 


Shower Trays 

SAMPLE 

2009 2008 


16400 44.93% 17000 44.27% 


Baths: Steel Baths 20500 41.84% 21000 41.67% 

FRANZ KALDEWEI GmbH & Co. KG is a German bath producer. The medium-sized family business with 

foreign sales subsidiaries in 26 countries including China, USA, Singapore, England, and Russia and 

worldwide approximately 700 employees (as of April 2007) is led by Franz Kaldewei. 

KALDEWEI products are imported direct from Germany. KALDEWEI products were previously marketed 

under the KALDEWEI and BAMBERGER brands but the BAMBERGER brand has not been in use since 

2003. All products are sold solely under the KALDEWEI brand. 


... 


KALDEWEI GmbH, the German market leader for steel baths and shower trays, also has a clear lead in 

the Austrian market. KALDEWEI has made considerable efforts to trade up the steel baths market, and 

offers the widest range of designs and colours. KALDEWEI's baths are thicker than those of its 

competitors (2.9mm steel + 0.6 mm enamel). KALDEWEI manufactures only in Germany. 

... 


KALDEWEI's product range is segmented into ADVANTAGE standard baths, AMBIENTE comfort models 

and AVANTGARDE luxury models. KALDEWEI's main volume seller is a standard bath, SANIFORM- 

PLUS. 

All the luxury and comfort baths can be fitted with a hydromassage system (Turbo Whirl-System). 

KALDEWEI also offers a complete range of enamelled steel shower trays. This includes standard models, 

comfort models and corner shower trays. All KALDEWEI baths and shower trays have a 30 year 

guarantee. 

... 


Products are distributed via sanitary specialist retailers. 

SAMPLE 


KLUDI 

KLUDI-ARMATUREN AUSTRIA GmbH 

... 

Address : Neufelder Straße 17 

... 

Hornstein 

7053 

AUSTRIA 

Tel: +43 2689 24 14 

Fax: +43 2689 24 14 32 

Website: www.kludi.at 

Email: info@kludi.at 

Ownership : KLUDI GmbH & Co. KG 

... 

Product Sectors : Hydrotherapy 

... 



Radiators 


................ 2009 2002 2001 2000 1999 

Year End 12/2009 12/2002 12/2001 12/2000 12/1999 

Turnover (M EUR) 16.60 16.60 


% Exports 60.00% 56.00% 

... 

Production Locations : Austria (Hornstein), Hungary, Poland, Germany 

... 


SAMPLE 

2009 2008 


KLUDI Hydrotherapy: Shower Panels 230 6.39% 200 5.21% 



... 


Kludi-Armaturen Austria GmbH is the Austrian subsidiary of KLUDI GmbH & Co. KG. 

KLUDI quickly saw development opportunities with the opening up of eastern Europe. In 1980, an Austrian 

plant was set up in Hornstein, near the Hungarian border, partly to supply the eastern block countries. In 

1989, KLUDI opened a warehouse in Hungary, and since 1993, the company has been operating a 

special KLUDI production centre in Diósd, near Budapest. In 1996 a plant was opened in Opole in Poland. 

KLUDI has currently 5 production sites throughout Europe (the Fröndenbergplant in Germany has been 

closed), each specialising in a limited number of products, and employs 1,030 people: 

-- the Menden (Germany) plant manufactures shower accessories and "Ablaufsysteme" 

(wastewater systems) 

-- the Eisenberg plant in Germany manufactures single lever mixers 

-- the Hornstein, Austria, plant employs 350 people and manufactures single lever mixers 

-- the Diósd, Hungary, plant employs about 100 people and manufactures two-head mixers and 

cartridges 

-- the Opole plant in Poland. 

... 


The brand is strategically developing its upper and luxury segments, especially in kitchen mixers. The 

change is accompanied by a successful marketing campaign in Austria. The company remains one of the 

top players in the market, especially in the kitchen taps and mixers market. 

... 


Products are exported to Germany and then dispatched to the various subsidiaries and clients. Of the 

products sold in Austria, about 35% are manufactured locally and the rest manufactured in Germany. 

Products are sold essentially through the Fachgroßhandel and also to some extent direct to institutional 

consumers. 

SAMPLE 


MASCO 

HANSGROHE HANDELSGESELLSCHAFT mbH 

... 

Address : IZ NÖ Süd 

... 

Straße 2d/Objekt M18 

Wiener Neudorf 

2355 

AUSTRIA 

Tel: +43 2236 62 8 30 

Fax: +43 2236 62 8 30 22 

Website: www.hansgrohe.at 

Email: info@hansgrohe.at 

Ownership : MASCO 64.35%, Familie Klaus Grohe 35.65% 

... 

Product Sectors : Bathroom Furniture 

... 

Hydrotherapy 



Shower Wall 


... 


2009 2008 


HANSGROHE Hydrotherapy: Hydromassage Baths 40 0.84% 30 0.6% 

... 



Cubicles 

SAMPLE 

10 0.22% 20 0.40% 

Hydrotherapy: Combined Products 10 1.82% 10 1.72% 



HANSGROHE HANDELSGESELLSCHAFT mbH is the importing subsidiary of the German HANSGROHE 

AG and was set up in 1986. Hans Grohe founded HANSGROHE 1901 in Schiltach. The majority 


ownership now belongs to MASCO which increased its shares in 2002. 

The company employs more than 3,000 employees today in its 28 offices around the world. Production 

takes place in ten factories on three continents. 

... 


The latest lines by the designer Philippe Starck co-ordinate AXOR mixers, DURAVIT ceramic sanitary 

ware and HOESCH synthetic baths. AXOR represents about a third of the mixers turnover of the 

company. 

HANSGROHE has a third brand, PHÂRO, used only for hydrotherapy products (including shower panels, 

hydromassage baths, hydrotherapy cubicles and combined products). 

The company's product range includes shower handsets, flexible hoses and bars, taps and mixers, plug 

hole systems, wall shafts for showers, bathroom accessories, shower temples (hydrotherapy shower 

cubicles) and shower panels, and, with the addition of CLEOPATRA, hydromassage baths, steam shower 

cubicles and saunas. 

HANSGROHE is the European market leader in shower hand sets. In taps and mixers, HANSGROHE is 

positioned in the middle and upper price segments. Indeed, it has now made the distinction between these 

two segments, using the HANSGROHE brand for the middle price segment (e.g. TALIS, METROPOL and 

FOCUS lines) and the AXOR brand for the upper end of the market. The HANSGROHE brand is also 

used for shower accessories (handsets, flexible hoses, bars and complete sets), thermostatic mixers, 

bathroom accessories (matching other product lines), plug hole systems and kitchen mixers, whereas the 

AXOR brand is only used for sanitary mixers, matching accessories, mirrors and lights. Under the brand 

name AXOR are grouped ten product lines (STARCK, STARCK X, CITTERIO, MASSAUD, STEEL, UNO, 

UNO2, TERRANO, CARLTON and MONTREUX), each with co-ordinated bathroom accessories and 

shower accessories which were all designed to suit a specific lifestyle. The AXOR brand also includes 

luxury mirrors and kitchen taps & mixers. 

... 


AXOR is sold through the Fachgroßhandel and installers, but marketing actions are clearly aimed at the 

end consumer. 

SAMPLE 


HÜPPE 

... 

MASCO 

Address : Max. Neuwirthgasse 2/1 

... 

Laxenburg 

2361 

AUSTRIA 

Tel: +43 1 20437 49 

Fax: +43 1 20437 95 

Website: www.hueppe.com 

Email: hueppe.au@hueppe.com 

Ownership : MASCO CORPORATION 

... 


... 

Shower Wall 

Production Locations : Austria (Wiener Neudorf), Germany 

... 


HÜPPE Shower Trays: Synthetic Shower 

... 


Trays 

2009 2008 


160 0.26% 70 0.11% 




Cubicles 

5 0.20% 5 0.20% 

HÜPPE GmbH is the Austrian subsidiary of HÜPPE GmbH & Co. in Germany, which is in turn a subsidiary 

of the American MASCO group. HÜPPE is a specialist producer of shower products. 

The Austrian subsidiary was set up in 1990. 

... 

SAMPLE 



The company sells: 

- shower walls 

- conventional shower cubicles 

- bath screens 

- shower accessories 

... 


100% of the products sold in Austria are imported from Germany, 5% of which are specifically designed 

for the Austrian market. The range available in Austria consists of the complete HÜPPE programme, 

except for two products. 

SAMPLE 


NOVELLINI GmbH 

... 

Address : Lofererstraße 66 

... 

Kirchbichl 

6322 

AUSTRIA 

NOVELLINI 

Tel: +43 5332 23 200 

Fax: +43 5332 23 200 9 

Website: www.novellini.at 

Email: info@novellini.at 

Ownership : NOVELLINI 

... 


... 

Hydrotherapy 


Shower Trays 

Shower Wall 


... 


NOVELLINI Shower Trays: Synthetic Shower 

Trays 

2009 2008 


320 0.52% 340 0.51% 





Cubicles 

370 8.13% 220 4.36% 



Cubicles 

SAMPLE 

210 8.54% 150 5.98% 



... 

Current Overview : 

NOVELLINI's product range: 

Novellini collection: 

- Shower panels 

- Shower trays 

- Conventional shower cubicles 

- Baths 

- Bath screens 

- Shower enclosures 

- Taps and mixers 

- Combined products 

Elysium collection: 

- Baths 



- Shower cubicles 

... 


NOVELLINI started its business in 1970 as a little artisan company, specialized in producing wrought iron 

and aluminium doors and window frames. It began producing shower enclosures in 1980. In 1990 The 

Novellini's product range is being enriched with production of whirlpools, cubicles, equipped shower 

panels, shower trays and towel warmers. In 2007"Elysium" collection was successfully launched. 

... 


NOVELLINI nearly accomplished its restructuring. The company has a new product portfolio which 

addresses the premium segment with the new brand Elysium to counter competition from the Far East. 

This, of course, will result in a decline of total number of sold pieces but will not necessary caused decline 

of the profit. Therefore the all the products are distributed through wholesalers. 

NOVELLINI's product range: 

Novellini collection: 



- Conventional shower cubicles 

- Baths 

- Bath screens 


- Taps and mixers 

- Combined products 

Elysium collection: 

- Baths 



- Shower cubicles 

SAMPLE 


... 


NOVELLINI products are distributed via wholesalers. 

SAMPLE 


PALME 

PALME-DUSCHABTRENNUNGEN GmbH & Co. KG 

... 

Address : Jechtenham 16 

... 

Taufkirchen an der Pram 

4775 

AUSTRIA 

Tel: +43 7719 85 85 0 

Fax: +43 7719 88 73 

Website: www.palme.at 

Ownership : Independent 

... 


... 

Email: palme@palme-dusch.com 

Shower Wall 

Production Locations : Austria (Taufkirchen an der Pram) 

... 


2009 2008 


PALME Shower Wall: Shower Enclosures 17800 10.58% 18000 10.48% 

... 




Cubicles 

430 17.48% 450 17.93% 

PALME - DUSCHABTRENNUNGEN GmbH & Co. KG is an independent Austrian company, which was 

set up in 1972 as LIDO DUSCHABTRENNUNGEN (This company has no link with the German company 

LIDO DUSCHABTRENNUNGEN GmbH + Co. KG, part of the LIDO GRUPPE, which is now out of 

business) and changed its name to PALME, to avoid being mistaken for the German brand. It is a family 

business with a minority share holding. 

SAMPLE 

On the export markets, products were sold under the PALME brand and the company has now imposed 

this brand on the Austrian market as well. PALME has been present on the German market since 1992 

through its own distribution subsidiary, PALME SANITÄR-VERTRIEBS GmbH, now in Neuhaus/Inn with a 


subsidiary in Meppen. In addition PALME has a subsidiary in Switzerland, PALME SCHWEIZ AG in 

Heimberg. 

PALME also has importing agents in Norway (OEC IMPORT), Sweden (DAHL), the Czech Republic (PMH 

INVEST & TRADE), Hungary (POLI-DOM STUDIO) and Lithuania (SIDABRINIS KRIOKLYS). 

In 2003 the company formed a co-operative agreement with the major Austrian acrylic baths 

manufacturer, POLYPEX, to help enhance each other's product offerings. A third company, GROHE is 

also part of the agreement which has formed the '3 BADPROFI' brand of quality. For example some 

PALME products are advertised with POLYPEX baths or shower trays along with GROHE taps and 

mixers. 

... 


PALME offers a wide range of glass products, round shower enclosures (PALME claims to have the 

largest choice of shower enclosures for quarter round shower trays) and manufactures to measure. 

PALME is positioned in the middle and upper price segments. 

Other products include shower cubicles, shower walls and towel warmers. 

PALME is also one of the leading Austrian manufacturers of shower cubicles. 

SAMPLE 


PAMOS SWISS GMBH 

... 

Address : Industriestrasse 218 

... 

PAMOS SWISS 

Bösingen (Switzerland) 

3178 

AUSTRIA 


... 


Tel: +41 44 586 98 61 

Fax: +41 31 747 66 20 

Website: www.pamos-swiss.com 

Email: info@pamos-swiss.com 

Hydrotherapy 

Shower Trays 

PAMOS AUSTRIA Shower Trays: Synthetic Shower 

... 


Trays 

2009 2008 


200 0.33% 800 1.20% 



PAMOS started manufacturing synthetic baths in 1990. In 1994, the company started manufacturing 

hydrotherapy cubicles. Since 1996/97 PAMOS has also been manufacturing and developing electronic 

controls for whirlpools. At the same time, PAMOS began the production of whirlpool pumps and 

accessories for whirlpools. Since 1997 PAMOS has been manufacturing shower panels, and since 

1998glass shower enclosures, too. 

The Austrian subsidiary, PAMOS AUSTRIA, set up in Völs in 1979, used to be a "Sortimenter" (DIY store 

supplier), specialising in synthetic bath tubs, whirlpools and, to a limited extent, bathroom accessories. In 

1983 the company started to sell products under its own brand, with the emphasis on product design. 

PAMOS has no representative office in Austria anymore but is now supplied from the Swiss central office. 

The company also has a presence in Germany and Russia. 

... 


SAMPLE 

PAMOS' main products are hydrotherapy baths and showers in the upper price segment. 


POLYPEX 

POLYPEX WIRO-KUNSTSTOFF-FABRIK GmbH & Co. KG 

... 

Address : Linzer Straße 246 

... 

Wels 

4600 

AUSTRIA 

Tel: +43 7242 43 0 57 

Fax: +43 7242 60 2 13 

Website: www.polypex.at 

Email: info@polypex.at 

Ownership : Independent (Robert Wimmer) 

... 


... 

Hydrotherapy 

Shower Trays 

Production Locations : Austria (Wels) 

... 


WIRO POLYPEX Shower Trays: Synthetic Shower 

... 


Trays 

SAMPLE 

2009 2008 


19500 31.71% 20500 30.78% 



POLYPEX WIRO-KUNSTSTOFF-FABRIK GmbH & Co. KG is a manufacturer of synthetic bath tubs and 

shower trays. Since 1982 the company has also been manufacturing hydromassage baths. 

POLYPEX WIRO-KUNSTSTOFF-FABRIK GmbH & Co. KG was set up in 1959 by Robert Wimmer, the 

owner and general manager of the company. In the 1970s, POLYPEX initiated the three-step distribution 

system in Austria, which led to a boom in the sanitary sector. For example, bath tubs which until then had 

been available for around ATS 600, then sold for several thousand Schillings, albeit with better production 

design and quality. However, fast growing imports (both of low-priced unbranded and branded products) 


ended POLYPEX's virtual monopoly. POLYPEX baths and shower trays are made from a combination of 

acrylic and polyester. 

Products are manufactured exclusively in Wels (using the company's own patented production process) 

and are distributed by ING. H. BAUER GmbH & Co. KG, in Attnang-Puchham. A number of companies in 

25 countries in the world are producing under a POLYPEX licence. POLYPEX, which like DUSCHOLUX, 

is positioned at the upper end of the market. 

... 


In recent times POLYPEX, and major Austrian enclosures manufacturer PALME, have joined forces to 

market products that complement each other. For example, some POLPEX VENUS ranges of baths are 

advertised with PALME bath screens. GROHE is the third party that completes this three way agreement, 

with its taps and mixers also being advertised along with the POLYPEX and PALME branded products. 

The cooperation is dubbed the '3 BADPROFI' brand of quality. 

POLYPEX' main product lines are: 

- ER-SIE-ES, FENG SHUI, HAPPY, K, MALIBU, NIAGRA, OBJEKT, RIVA, SIENA, ST, VELDEN and 

VENEDIG ranges of rectangular baths 

- ATRIUM, BAHAMAS, HAWAII, LOTUS, NOSTALGIE, PHARAO and WAIKIKI ranges of oval baths 

- BEACH, EASY, EGO, FAMILY, KRETA, LUNA, LUNA, QUATTRO ranges of corner installation baths 

- BASIS, BEACH, BORA BORA, EGO, FLORIDA, HAPPY, K, PLUS, SOFT, ST and VENUS ranges of 

space saving baths 

- MINIMAX, WELLNESS-PLUS, SUPERLUXUS and SILENT POOL ranges of whirlpool jet systems, to be 

fitted to all types of baths 

The company also has a range of shower trays and bathroom sinks. 

... 


POLYPEX exports about a third of its production. The main export markets are Germany, Belgium, the 

SAMPLE 

Netherlands, Italy and Switzerland. POLYPEX has gained a significant share of the German market by 

supplying the importer A&S BÄDER GmbH, which sells direct to installers. 


LAUFEN AUSTRIA AG 

... 

ROCA 

Address : Mariazeller Straße 100 

... 

Wilhelmsburg 

3150 

AUSTRIA 

Ownership : ROCA 

... 

Tel: +43 2746 6060 0 

Fax: +43 2746 6060 380 

Website: www.laufen.co.at 

Email: office@at.laufen.com 


... 


................ 2008 2005 2001 2000 1999 

Year End 12/2008 12/2005 12/2001 12/2000 12/1999 

Turnover (M EUR) 250.00 50.20 51.60 48.91 


% Exports 35.10% 

... 

Production Locations : Austria (Wilhelmsburg, Gmunden [special production]), Switzerland, Czech 

... 


Republic 

JIKA/LAUFEN Sanitary Ware: Ceramic Sanitary 

Ware 

OESPAG/LAUFEN Sanitary Ware: Ceramic Sanitary 

Ware 

SAMPLE 


2009 2008 


70000 10.07% 72000 10.11% 

290000 41.73% 295000 41.42%

... 


LAUFEN AUSTRIA AG (former ÖSPAG) is the Austrian subsidiary of the Swiss leading manufacturer of 

ceramic sanitary ware and ceramic tiles KERAMIK HOLDING AG LAUFEN, which was acquired by ROCA 

from Spain in 1999. 

The LAUFEN GROUP has 28 sales offices around the globe and five production sites: 

- Laufen (Switzerland) 

- Wilhelmsburg (Austria) 

- Gmunden (Austria) 

- Znojmo (Czech Republic) 

- Bechyne (Czech Republic) 

... 


LAUFEN compliments its range with JIKA ceramic sanitary ware in the economy sector. JIKA's share of 

LAUFEN AUSTRIA's sales has been rising constantly over the past few years. JIKA products are sold 

under the LAUFEN brand. 

... 


LAUFEN offers following design lines: FLORAKIDS, FORM, GALLERY, ILBAGNOALESSI DOT, 

ILBAGNOALESSI ONE, LAUFEN PRO, LIVING BY LAUFEN, LB3, MIMO, MODERNA, MYLIFE, 

PALOMBA COLLECTION, VIENNA. 

... 


The official distribution policy of the company is to sell exclusively through the Fachgroßhandel. However, 

LAUFEN products are found in every DIY store in Austria. The "Baumärkte" are not supplied direct by 

LAUFEN but by sanitary merchants or their subsidiaries. 

SAMPLE 


SAM SCHULTE GmbH 

... 

Address : Postfach 11 

... 

Salzburg 

5015 

Ownership : SAM 

... 

AUSTRIA 

Tel: +43 1 402 4951 

Fax: +43 1 402 4835 

SAM 

Website: www.sam.de 

Email: office@sam-schulte.at 

Product Sectors : Bathroom Accessories 

... 



... 


2009 2008 


SAM SCHULTE Taps & Mixers: Taps & Mixers 4000 0.42% 3600 0.37% 

... 


SAM VERTRIEBS GmbH & Co. KG in Menden is a German manufacturer of high-quality taps and bath 

accessories. 

The manufacturing plants are in two German locations and they have an administrative subsidiary in 

Vienna and a sales representative office in Austria. The products are imported for its Austrian customers 

direct from Germany. 

... 


SAMPLE 

The company sells taps and mixers, shower accessories, baskets, cosmetic mirrors and washbasins. 


... 


SAM accessories are distributed mainly through the three-step-channel, although some ranges are also to 

be found in furniture retailers. SAM is channelled to the large hypermarkets by SHT. The best selling 

ranges are the 3000 and the ECON (which is found in most of the own label-sets). Its METRO series is 

destined for development projects. 

SAM supplies most of the wholesalers´ own brands in Austria: 

-- STAR (ÖAG) (SAM ECON) 

-- COMFORT (ÖAG) -- TOP EDITION and CLASSIC 

-- DIANA (HEINZE) 

-- PRISMA (SHT) 

-- STEINER 

-- CONCEPT (HOLTER, ODÖRFER). 

SAMPLE 


SANITEC 

BADUSCHO DUSCH- UND BADEINRICHTUNGEN VERTRIEBSGES. 

mbH 

... 

Address : Heidestraße 9 

... 

Margarethen am Moos 

2433 

AUSTRIA 

Tel: +43 2230 2805 11 

Fax: +43 2230 2805 31 

Website: www.baduscho.at 

Email: info@baduscho.at 

Ownership : SANITEC OY 

... 


... 

Hydrotherapy 

Shower Trays 

Shower Wall 


... 


2009 2008 


BADUSCHO Shower Wall: Shower Enclosures 14500 8.62% 14500 8.44% 

... 




Cubicles 

150 6.10% 150 5.98% 

BADUSCHO DUSCH- UND BADEINRICHTUNGEN VERTRIEBSGES.m.b.H. is the distribution subsidiary 

of the former Austrian shower enclosures manufacturer in Margarethen/Moos, which used to be part of the 

SPHINX-GUSTAVSBERG Group and through the acquisition of SPHINX by SANITEC, now belongs to the 

SANITEC Group. 

SAMPLE 


BADUSCHO also distributes some shower trays sourced in from other companies in the Group. 

Production in Austria ceased completely in 2001 and products are now sourced from other SANITEC 

plants. 

BADUSCHO has several ranges of shower enclosures: V8, SERIE 6000, SPIRIT, S5000 BY ANTONIO 

CITTERIO, RUBIN, EURO 4U, BASIC, SERIE 8000, SERIE 4000. 

BADUSCHO also markets hydrotherapy products, sourced from its sister company, DOMINO 

(ALBATROS brand). BADUSCHO also has its own showroom in Vienna. 

BADUSCHO has also introduced BARRIEREFREI (Barrier-free), a range for disabled, hospital and 

retirement home installations. Over the past few years, BADUSCHO has intensified its direct relationships 

with architects and planners. 

Unlike other brands, BADUSCHO is channelled direct to installers, which is made possible by the fact that 

many installers in Austria have their own showrooms, which BADUSCHO may use to have its products 

displayed. 

... 


BADUSCHO has several ranges of shower enclosures: V8, SERIE 6000, SPIRIT, S5000 BY ANTONIO 

CITTERIO, RUBIN, EURO 4U, BASIC, SERIE 8000, SERIE 4000. 

BADUSCHO also markets hydrotherapy products, sourced from its sister company, DOMINO 

(ALBATROS brand). BADUSCHO also has its own showroom in Vienna. 

BADUSCHO has also introduced BARRIEREFREI (Barrier-free), a range for disabled, hospital and 

retirement home installations. Over the past few years, BADUSCHO has intensified its direct relationships 

with architects and planners. 

... 


Unlike other brands, BADUSCHO is channelled direct to installers, which is made possible by the fact that 

many installers in Austria have their own showrooms, which BADUSCHO may use to have its products 

displayed. 

SAMPLE 


SANITEC 

KERAMAG VERTRIEBSGESELLSCHAFT mbH 

... 

Address : Heidestraße 9 

... 

Margarethen am Moos 

2433 

AUSTRIA 

Tel: +49 2102 91 61 09 

Fax: +49 2102 91 66 50 

Website: www.keramag.com 

Email: info@keramag.at 

Ownership : SANITEC OY 

... 


... 


Hydrotherapy 

Shower Trays 


... 


KERAMAG Shower Trays: Synthetic Shower 

Trays 


Ware 

2009 2008 


50 0.08% 80 0.12% 

30000 4.32% 33000 4.63% 


POZZI Sanitary Ware: Ceramic Sanitary 

... 


Ware 

SAMPLE 

550 0.08% 520 0.07% 

Since 1991, KERAMAG AG has belonged to the SANITEC concern. SANITEC, with over 8,000 

employees and over 20 production sites in Europe, is the European market leader of sanitary ceramics, 

bathtubs and showers. Since 2005 SANITEC has been under ownership of the Swedish investor EQT. 


KERAMAG AG is headquartered in Ratingen, Germany, and has sales offices in Australia, Belgium, UK, 

New Zealand, the Netherlands, Austria, Poland, Switzerland, Singapore, Slovenia, Taiwan, Czech 

Republic, Ukraine, Hungary, China, and Lebanon. 

... 


KERAMAG VERTRIEBSGESELLSCHAFT m.b.H. offers following products: 

- Washbasins 

- Bathroom furniture 

- WC's 

- Urinals 


- Baths 

SAMPLE 


TEKA 

SWIAG SANITÄRARMATUREN GmbH 

... 

Address : Industriezentrum-Wien West 

... 

Wolfgang-Pauli-Gasse 5 

Wien 

1140 

AUSTRIA 

Ownership : TEKA 

... 

Tel: +43 1 970 18 0 

Fax: +43 1 970 18 100 

Website: www.swiag.at 

Email: office@swiag.at 

Product Sectors : Kitchen Taps & Mixers 

... 



... 


2009 2008 


SWIAG Taps & Mixers: Taps & Mixers 73500 7.70% 80000 8.21% 

... 


Set up in 1987, SWIAG SANITÄRARMATUREN HANDELSGES.m.b.H. is a small Austrian importer of 

sanitary taps and mixers, and has been part of TEKA since 1998. SWIAG used to have the parts and 

components manufactured abroad (the machines belonged to SWIAG) and assembled them in Austria. 

The cast iron parts of the mixers were manufactured in Hungary by MOFÉM while the turning parts 

(Drehteile) were manufactured in Germany. SWIAG now being part of TEKA, imports all products pre- 

assembled from MOFÉM and other manufacturing subsidiaries. 

... 


SAMPLE 


SWIAG's product range includes: 

- taps & mixers: AURA, BLACK & WHITE, QUADRO, VISION, KOBE, VITA, 1820 VERSAILLES, STYLO, 

ELAN, DECO PLUS, INCA, LASER, TEKTRONIC 

- shower heads 

- plumbing parts 

- bathroom accessories 

... 


SWIAG sells direct to installers under the SWIAG brand name and also supplies wholesalers with own 

label products (ÖAG's COMFORT line and SHT's PRISMA line). 

SAMPLE 



VILLEROY & BOCH AUSTRIA GmbH 

... 

Address : Gewerbegasse 5 

... 

Plainfeld 

5325 

AUSTRIA 

Tel: +43 6229 2678 0 

Fax: +43 6229 2693 

Website: www.villeroy-boch.de 

Email: austria@villeroy-boch.at 

Ownership : VILLEROY & BOCH AG 

... 


... 


Kitchen Sinks 

Shower Trays 


... 


VILLEROY & BOCH Shower Trays: Synthetic Shower 

... 


Trays 


Ware 

SAMPLE 

Shower Wall: Shower Enclosures 50 0.03% 

2009 2008 


2000 3.25% 2500 3.75% 

36500 5.25% 39000 5.48% 



VILLEROY & BOCH AUSTRIA GmbH is the 100% owned distribution subsidiary of the Franco-German 

company VILLEROY & BOCH AG. The company focuses on so called complete bath programme, which 

means the entire product range (also including bathroom furniture) is offered. 


VILLEROY & BOCH has been operating as a public limited company since 1987 and has been listed on 

the stock exchange since 1990. it currently achieve annual sales totalling Euro 715 million (2009). Its 

product range is represented by our own marketing companies and importers in 125 countries of the 

world. 

... 


In ceramic sanitary ware, although a complete range is offered, VILLEROY & BOCH's orientation is 

towards the upper end of the market. 

VILLEROY & BOCH AUSTRIA GmbH also distributes ceramic tiles manufactured by VILLEROY & BOCH 

in Germany and acrylic baths sourced from UCOSAN in the Netherlands. As far as ceramic sanitary ware 

is concerned, all the products sold in Austria come from the company's central warehouse in Germany 

(including Hungarian made produce). VILLEROY & BOCH also offers bathroom furniture with some of its 

ceramic sanitary ware lines sourced from its Austrian manufacturing subsidiary. VILLEROY & BOCH 

supplies ÖAG's premium range of own label products, COMFORT (these are nothing else but products 

from the BASIC line packaged in cardboard boxes with COMFORT printed on them). Piles are hence 

produced by an own company the VB Fliesen GmbH a joint venture with Vitra. The distribution for 

hydrotherapy products is since 2006 based in Austria not anymore in Germany. 

Small quantities of acrylic baths and shower trays are sold by VILLEROY & BOCH in Austria. These 

products are sourced from VILLEROY & BOCH WELLNESS in the Netherlands. A key development on 

the market came in April 2001 with the integration of the UCOSAN brand into the VILLEROY & BOCH 

name. As of this date, all such products (as opposed to some previously) are sold under the VILLEROY & 

BOCH brand. Over the past few years, VILLEROY & BOCH has focused on the needs of the end 

consumer, both through TV advertisements for CERAMIC PLUS and trade fairs aimed specifically at this 

sector. 

SAMPLE 


FAP VERTRIEBS GmbH 

... 

Address : Machstrasse 11 

... 

Wels 

4600 

AUSTRIA 


... 


WOLSELEY 

Tel: +43 5 04 06 63 0 

Fax: +43 5 04 06 63 216 

Website: www.fap.at 

Email: fap@oeag.net 


Shower Trays 

Shower Wall 

FAP Shower Trays: Synthetic Shower 

... 


Trays 

2009 2008 


4600 7.48% 5000 7.51% 


FAP VERTRIEBS GmbH was set up in 1971. FAP specialises in the importing and rebranding (FAP 

brand) of unbranded products and the import and distribution of foreign branded bathroom products. 

FAP was taken over in August 1995 by the leading heating and sanitary wholesaler ÖAG, which is in turn 

owned by WOLSELEY PLC. 

... 


SAMPLE 

Synthetic baths, shower trays and whirlpools sold under the FAP brand name are imported from Italy and 

Egypt. Shower enclosures sold under the FAP brand are sourced from PDP. The German Sortimenter 

KIRCHHOFF is also present on the market through FAP. 


3-E GROUP 

Table Of Contents 

Appendix B - Distributor Profiles 

3-E AG AUSTRIA Distributor ,Independent 

BAUMAX 

BAUMAX AG AUSTRIA Distributor ,Independent 

BAYWA 

RWA RAIFFEISEN WARE AUSTRIA AG AUSTRIA Distributor ,Independent 

HAGEBAU 

HAGEBAU ÖSTERREICH GmbH AUSTRIA Distributor ,Independent 

HOLTER 

FRITZ HOLTER GmbH AUSTRIA Distributor ,Independent 

IMPEX 

IMPEX GmbH AUSTRIA Distributor ,Independent 

ÖBAU 

BEZ GmbH AUSTRIA Distributor ,Independent 

ÖBAU GmbH AUSTRIA Distributor ,Independent 

ODÖRFER 

ODÖRFER HAUSTECHNIK GmbH AUSTRIA Distributor ,Independent 

QUESTER 

BAUPROFI QUESTER BAUSTOFFHANDEL GmbH & Co. KG AUSTRIA Distributor ,Independent 

SANITÄR HEINZE 

SANITÄR HEINZE GmbH AUSTRIA Distributor ,Independent 

SHT HAUSTECHNIK GROUP 

RÖHRICH HEIZUNGS- UND INDUSTRIEBEDARF GmbH AUSTRIA Distributor ,Independent 

SHT HAUSTECHNIK AG AUSTRIA Distributor ,Independent 

TENGELMANN 

OBI BAU- UND HEIMWERKERMÄRKTE AUSTRIA Distributor ,Subsidiary 

WEYLAND 

CARL STEINER GmbH AUSTRIA Distributor ,Independent 

WOLSELEY 

ÖAG AG AUSTRIA Distributor ,Subsidiary 

SAMPLE 


3-E AG 

... 

Address : Uhlandstraße 50 

... 

Wels 

4600 

AUSTRIA 

Tel: +43 7242 7530 

3-E GROUP 

Fax: +43 7242 26405 

Website: www.3e-ag.com 

Email: marketing@3e-ag.com 

Product Sectors : Wholesaler Retailer 

... 

Corporate Status : 

Quoted Holding 

... 

Affiliated Buying Group : 

AHS (AUSTRIA HARTWAREN SERVICE AND MARKETING GmbH) 

... 


................ 2009 2008 2007 2006 2005 

Year End 12/2009 12/2008 12/2007 12/2006 12/2005 

Turnover (M EUR) 525.00 540.00 530.00 519.00 488.00 


% Exports 23.80% 26.90% 31.70% 

... 

Coverage of Domestic Market : 

National 

... 

Number of Depots / Stores : 

... 

SAMPLE 

AUSTRIA ABROAD TOTAL 


... 

Geographic Coverage: 

... 

109 25 134 

Country HUNGARY SERBIA BOSNIA- 

HERZEGOVINA 

CROATIA 

No.Depots 15 5 4 1 

... 

Distribution Summary : 

Everywhere 

... 

Product Orientation : 

... 

Other XX 

X = marginal activity, XX = substantial activity, XXX = core activity, % = % of total turnover 

... 


3-E Handels- und Dienstleistungs AG is the largest Austrian distributer on the market of hand tools 

ironmongery specialized shops. 3-E was established as a result of a merger of three unions of hardware 

retailers active in Austria: Eisenring Süd, Eisenring Ost and E/D/E in November 1989. 

... 


The Group uses a set of marketing concepts like TOOLPARK with multi-regional specialist retail shops 

(seven stores), LET`S DO IT with regional specialist shops (86 stores), BAD&CO with specialisation in 

installation (17 stores) and E-Norm with specialist retail shops for industrial purposes (19 stores) as a 

strategy for member firms to compete on the market. 3-E Group works closely with E/D/E Wuppertal, 

Hagebau/ÖBAU, VKG-Kitchens, Bauring and EK (bulk buyer). Together with ÖBAU, 3-E founded a 

common buying company AHS (Austria Hartwaren Service- und Marketing GmbH) in 1997. HAGEBAU 

joined AHS in 2003. 

... 


3-E GROUP offers five different concepts in the field of specialized trade. These retail brands divided by 

the assortment and by the locality enable the member firms to distinguish themselves clearly from the 

competitors and they are the synonym of the strong community of service suppliers. 

TOOLPARK stores: 

- power tools/machines 

- ironmongery/metal fittings 

- garden device 

SAMPLE 


- protective equipment 

- stoves and cookers 

- paints/varnishes etc. 

Those stores are characterized by agressive pricing and a broad assortment starting from the lowest price 

level up to the professional products. 

LET'S DO IT stores: 

- power tools/machines 

- ironmongery/metal fittings 

- garden devices 

- protective equipment 

- stoves and cookers etc. 

- timber (floor, doors, sauna/wellness, garden-timber) 

BAD & CO stores: 

- heating solutions 

- tiles 

- sanitary programs 

- bathroom furniture 

- wellness products etc. 

ENORM (B-2-B-Shops) for professionals 

SECURYTOP stores 

- security products 

3-E AG has outlets in Austria, Hungary, Croatia, Serbia, Bosnia-Herzegovina, and Montenegro. 

SAMPLE 


BAUMAX AG 

... 

Address : Aufeldstraße 17-23 

... 

Klosterneuburg 

3400 

AUSTRIA 

Tel: +43 2243 420-0 

BAUMAX 

Fax: +43 2243 380 12 

Website: www.baumax.at 

Email: info@baumax.com 

Product Sectors : Mixed Merchant 

... 



... 


................ 2009 2008 2007 2006 2005 

Year End 12/2009 12/2008 12/2007 12/2006 12/2005 

Turnover (M EUR) 1400.00 1420.00 1250.00 1160.00 1100.00 

Profit After Tax (M EUR) 

No. of Employees 10000 9581 6600 

% Exports 0.55% 0.56% 48.00% 

... 


National 

... 


... 

... 

SAMPLE 


67 78 145 



... 

Country CZECH 

REPUBLIC 

SLOVAKIA HUNGARY SLOVENIA CROATIA ROMANIA BULGARIA TURKEY 

No.Depots 24 14 15 3 6 11 4 1 

... 


Everywhere 

... 


... 

Heating X 

Bathrooms 11% 

Other XX 

Building Materials (Heavy) 9% 

Timber/Joinery 11% 


... 


The BAUMAX AG is a holding company of the major Central European DIY chain. BAUMAX AG has 

subsidiaries in following countries: 

- 67 In Austria 

- 24 in the Czech Republic 

- 15 in Slovakia 

- 16 in Hungary 

- 3 in Slovenia 

- 6 in Croatia 

- 11 in Romania 

- 4 in Bulgaria 

- 1 in Turkey 

SAMPLE 

The 1st outlet was opened in Kindberg, Styria, Austria in 1976. In 1992 market enterd to Hungary and 

Czech Republic. In 1994 it had spread to Sloavakia and opened its first store. In 2000 it continued its way 

to Croatia, in 2006 to Romania, in 2008 to Bulgaria and in 2010 to Turkey. 

BAUMAX is the leading DIY chain in Austria and another five Central European countries. The company 

has been on the DIY market since 1976. In the summer of 1995, BAUMAX also bought its chief home DIY 

retail rival BÜTTINGHAUS. The move added 14 stores to the BAUMAX chain in Austria and has increased 

the company's presence in Eastern Europe. All stores have been converted to the BAUMAX format. The 

chain's purchase of BÜTTINGHAUS from SPAR ÖSTERREICH - which holds 12% of BAUMAX after the 

deal - has strengthened BAUMAX's position in its home DIY market.. 

BAUMAX also set up a purchasing office in Hong Kong, which started operating at the end of 1995, to get 

better access to the South East Asian supply market. BAUMAX AG was floated on the Stock Exchange in 


Vienna and its shares are held by the Essl family, which currently owns 75% of the company. However, in 

2004, the company was de-listed. 

... 


A redesign in 1993 created stores with a clean, open appearance, wide centre aisle, prominent information 

kiosks, cafés and play areas for children. The effort was to create an atmosphere where customers felt 

comfortable and received good service. For some time now, BAUMAX has been anticipating an influx of 

German chains into the country, having developed a concept of MEGA-BAUMAX stores, also called 

BAUMAX 10,000, the number being a reference to the outlets' square metreage. The first such store 

opened in Vienna Stadlau in September 1996 (totalling 13,000m2 selling surface, with a 8,000m2 DIY 

store and a 5,000m2 garden centre, and employing 80 people), the second opened in Krems in November 

1996, another in 1997 in Baden and the two mentioned above in Schwechat and Salzburg Airport. In 2001 

the company enlarged another two existing stores and three more have been added since to reach 11 

MEGA-BAUMAX outlets. BAUMAX enjoys a dominant position in Niederösterreich, Oberösterreich and 

Salzburg, and is very strong in Vienna and Kärnten as well. BAUMAX focuses on end users and small 

installers. 

In Central and South-Eastern Europe bauMax is considered to be the DIY pioneer in the areas of building, 

dwelling, gardening and tools. 

... 


The company's product range include: 

-- hydromassage baths, cubicles 

-- taps and mixers 

-- concealed plastic cistern systems 

-- ceramic sanitary ware 

-- electric instantaneous water heaters 

-- indirect cylinders. 

SAMPLE 


BAYWA 

RWA RAIFFEISEN WARE AUSTRIA AG 

... 

Address : Wienerbergstraße 3 

... 

Wien 

1100 

AUSTRIA 

Tel: +43 1 60 515 0 

Fax: 

Website: www.rwa.at 

Email: e-marketing@rwa.at 


... 


Buying Group 

... 


................ 2009 2008 2007 2006 2005 

Year End 12/2009 12/2008 12/2007 12/2006 12/2005 

Turnover (M EUR) 1808.00 2297.00 1837.80 1924.76 1780.80 


% Exports 14.70% 

... 


National 

... 


... 

... 

SAMPLE 


136 0 136 



Everywhere 

... 


... 

Other 67.5% 


... 


RWA (full name is RAIFFEISEN WARE AUSTRIA AG) consists of RAIFEISEN AG and UNSER 

LAGERHAUS WHG and belongs to the German Group BAYWA. 

RWA specialises in commercial services and the wholesale trade. 

The BAYWA GROUP is a company with international operations specialising in wholesale and retail and in 

providing services. The head office of BAYWA AG, the parent company founded in 1923, is located in 

Munich. BAYWA's business activities comprise the following segments: agriculture, building materials and 

energy. 

Including its franchise/partner companies, the Group has more than 2,400 sales locations in eight 

European countries. BAYWA's main sales areas are Germany, Austria and Eastern Europe. 

RWA AG is involved in the wholesale trade and commerce of goods for houses, yards and gardens with 

over 136 depots in Austria (franchise system). 

RWA's outlets are scattered throughout the country, mainly in rural areas. 

RWA's business activities range from building markets and garden centres to building materials. 

... 


The building materials business unit accounts for one third of the BAYWA Group's sales. As a trader in 

building materials, the BAYWA Group ranks second in Germany and is the market leader in Austria. 

The Group operates its DIY & garden centres mainly in regions where the competition is less fierce. 

BAYWA is also a major franchiser of the building materials and DIY and garden centre businesses. 

The Group's heating and sanitation operations offer services for heating and sanitary installations on a 

regional basis. 

SAMPLE 


HAGEBAU ÖSTERREICH GmbH 

... 

Address : Campus 21 

... 

HAGEBAU 

Liebermannstraße A01 

Brunn am Gebirge 

2345 

AUSTRIA 

Tel: + 43 2236 377 600 

Fax: + 43 2236 377 6077 

Website: www.hagebau.at 

Email: office@hagebau.at 


... 


Franchise 

... 


................ 2009 2008 2007 2006 2005 

Year End 12/2009 12/2008 12/2007 12/2006 12/2005 

Turnover (M EUR) 1310.00 2812.00 2413.00 1190.00 


... 


National 

... 


... 

... 

SAMPLE 


164 0 164 



Everywhere 

... 


AGEBAU AUSTRIA GmbH is a common buying and marketing company for the Austrian builders' 

merchants acting under the HAGEBAU brand. The company was established in 1995 and targets 

professionals, contractors and end users. 

Since 1st January 2004 HAGEBAU AUSTRIA GmbH has experienced considerable changes. One of its 

most prominent partners in the building materials' sector, QUESTER, left the group (end of 2003), and 11 

former ÖBAU partners (active mainly in the DIY sector) joined. 

In 2008 HAGEBAU AUSTRIA GmbH earned gross revenues of € 1.31 billion (latest available data). 

HAGEBAU AUSTRIA GmbH currently operates 47 DIY stores (31 with garden centers), 76 builders' 

merchants and 19 professional retail outlets. It currently employs a total of 3,180 staff. 

SAMPLE 


FRITZ HOLTER GmbH 

... 

Address : Sengerstraße 27 

... 

Wels 

4600 

AUSTRIA 

Tel: +43 7242 483 0 

HOLTER 

Fax: +43 7242/43 985 

Website: www.holter.at 

Email: office@holter.at 

Product Sectors : Specialist Merchant 

... 


Private Holding 

... 


................ 2009 2001 2000 1999 1998 

Year End 6/2009 12/2001 12/2000 12/1999 12/1998 

Turnover (M EUR) 175.00 90.84 81.01 79.14 70.20 

Profit After Tax (M EUR) 5.20 

No. of Employees 535 295 

... 


Oberösterreich, Salzburg 

... 


... 

... 

SAMPLE 


7 0 7 



Everywhere 

... 


... 

Heating 30% 

Bathrooms 35% 

Other XX 

Plumbing XX 


... 


FRITZ HOLTER GmbH, in Wels, is the third largest sanitary and heating wholesaler in Austria. HOLTER is 

a regional sanitary and heating wholesaler which was only present in Oberösterreich, Salzburg, but more 

recently now also in Tirol and Vienna. However, its market share in the aforementioned Bundeslander is 

very high (as much as 50% in Oberösterreich and Salzburg). Its share on the Austrian sanitary and 

heating wholesaling market is estimated at around 10.5%. 

SAMPLE 


IMPEX GmbH 

... 

Address : Ennser Straße 31 

... 

Steyr 

4400 

AUSTRIA 

Tel: +43 7252 8860 

Fax: +43 5 886 8200 

IMPEX 

Website: www.impex.at 

Email: office@impex.at 


... 



... 


Oberösterreich, Wien, Steiermark 

... 


... 

... 


Everywhere 

... 


... 


4 0 4 

Heating 50% 

Bathrooms 50% 

SAMPLE 



... 


IMPEX, originating from STEYR, merged with the Vienniese SANOPOL during 2001. The company 

belongs to the Reichenpfader family and has four stores in Steyr, Wien, Graz and Linz. Each IMPEX's 

outlet is around 4,000 m2 in area. 

Further showrooms are planned in Wien, Leoben, Salzburg and St.Pölten. 

... 


The company offers ranges of bathroom and heating products. 

... 


IMPEX is the exclusive distributor of SAUNIER DUVAL and DIANORM and cooperates with installers. 

SAMPLE 


BEZ GmbH 

... 

ÖBAU 

Address : Hütteldorfer Straße 110 

... 

Wien 

1140 

AUSTRIA 

Tel: +43 1 984 68 60 

Fax: +43 1 984 68 60 48 

Website: www.bauwelt.at 

Email: office@bauwelt.at 

Product Sectors : Buying Group 

... 


Buying Group 

... 


... 

... 


Everywhere 

... 


... 


0 0 0 

Other XX 


... 


SAMPLE 


In 1996, together with the Austrian-German co-operation BAUWELT-INTERBAUSTOFF, ÖBAU 

established a common purchasing body for building aterials - BEZ (BAUSTOFF-EINKAUFS-ZENTRALE). 

BEZ is a common buying and servicing company for the co-operative buying groups of regional builders' 

merchants. The purchasing organisation, which operates under the name BAUWELT, serves 520 outlets 

in whole of Austria and is supported by 20 members. 

SAMPLE 


ÖBAU GmbH 

... 

Address : Campus 21 

... 

ÖBAU 

Liebermannstraße A01 

2345 Brunn am Gebirge 

AUSTRIA 

Tel: +43 2236 377 600 

Fax: +43 7242 70962 

Website: www.hagebau.at 

Email: office@hagebau.at 


... 


Franchise 

... 


BEZ 

... 


................ 2008 2007 2006 2002 2001 

Year End 12/2008 12/2007 12/2006 12/2002 12/2001 

Turnover (M EUR) 1290.00 1150.00 1190.00 603.00 595.00 


... 


National 

... 


... 

SAMPLE 


85 0 85 


... 


Everywhere 

... 


... 

Other XX 


... 


ÖBAU is a common buying group of the Austrian regional (mostly family-owned) builders' merchants that 

bulk buys and assists in marketing, logistics, etc. ÖBAU ZENTRALE was established in 1983 by 6 regional 

builders' merchants. In 1992, the central office in Leoben was opened. In 1996, together with another 

Austrian-German co-operation BAUWELT INTERBAUSTOFF, ÖBAU established a common purchasing 

body for building materials - BEZ (BAUSTOFF EINKAUFSZENTRALE). One year later (1997), ÖBAU 

started to co-operate with the 3-E chain and established AHS (AUSTRIAN HARTWARE SERVICE UND 

MARKETING GMBH) to make bulk purchases of DIY ranges of products. In 2003, the HAGEBAU GROUP 

joined AHS to be able to compete with the DIY chains such as BAUMAX and OBI more effectively. 

BAUWELT is also a member of AHS. 

In 2009, HAGEBAU ÖBAU had 37 members ran 85 outlets and employing 3,180 people. Typically, the 

outlets are located in rural areas and have selling surface areas ranging from 2,000 to 6,000m2. The 

group is strongest in Steiermark, Salzburg and Niederösterreich. 

Since 2008 ÖBAU operates more and more under the name HAGEBAU and finally changed all stores to 

HAGEBAU by 2009. 

SAMPLE 


ODÖRFER HAUSTECHNIK GmbH 

... 

ODÖRFER 

Address : Plabutscher Straße 42 

... 

Graz 

8051 

AUSTRIA 

Tel: +43 316 2772 2000 

Fax: +43 316 2772 2277 

Website: www.odoerfer.com 

Email: graz@odoerfer.com 


... 



... 


................ 2009 2005 2004 2002 2000 

Year End 12/2009 12/2005 12/2004 12/2002 12/2000 

Turnover (M EUR) 77.10 72.80 62.70 62.64 


... 


National 

... 


... 

... 


SAMPLE 


9 1 10 


... 

Country SLOVENIA 

No.Depots 1 

... 


Everywhere 

... 


... 

Heating 50% 

Bathrooms 50% 


... 


ODÖRFER RÖHRENHOF GmbH, in Graz, is a heating and sanitary wholesaler covering the whole of 

Austria. 

Like FRITZ HOLTER, ODÖRFER RÖHRENHOF GmbH is a member of the German buying group ISG. 

The wholesaler markets its "Hausmarke" CONZEPT. 

... 


ODÖRFER mainly focuses on sanitary products and runs extensive showrooms and also has a heating 

division. 

SAMPLE 


QUESTER 

BAUPROFI QUESTER BAUSTOFFHANDEL GmbH & Co. KG 

... 

Address : Heiligenstädter Straße 24 

... 

Wien 

1190 

AUSTRIA 

Tel: +43 50 1616 710 

Fax: +43 50 1616 91007 

Website: www.quester.at 

Email: info@quester.at 


... 



... 


................ 2008 2007 2006 2005 2004 

Year End 12/2008 12/2007 12/2006 12/2005 12/2004 

Turnover (M EUR) 270.00 50.00 50.00 50.00 


... 


National except for Burgenland, Vorarlberg and Tirol 

... 


... 

... 


SAMPLE 


22 0 22 


Everywhere 

... 


... 

Other XX 


... 


QUESTER, established in 1934, is a leading builders' merchant chain owned by the Quester family 

QUESTER reached its size by organic growth and acquisitions: In 2000 the Austrian builders' merchant 

chain STADLBAUER and in 2001, the family acquired 4 depots of the SCHÖMER-BÜTTINGHAUS Group 

(in Bruck, Mödling, Moosbierbaum and St.Pölten) and QUESTER also acquired the franchise chain 

BAUPROFI, which had 45 partners in 2008. 

The franchise partners are located in smaller towns and rural areas. The franchise chain is strong in 

regions such as Steiermark, Oberösterreich and the western part of Niederösterreich. There are also 

some partners in Kärnten, Tirol and Vorarlberg 

In 2010 QUESTER had 22 owned outlets with a retail area of 15,000 m2. 

... 


The company targets groups of professionals, semi-professionals and private individuals carrying out 

construction or renovation. 

SAMPLE 


SANITÄR HEINZE GmbH 

... 

SANITÄR HEINZE 

Address : Franz-Sauer-Straße 40 

... 

Salzburg 

5013 

AUSTRIA 

Tel: +43 662 44944 0 

Fax: +43 662 44944 111 

Website: www.sanitaer-heinze.com 

Email: sb@sanitaer-heinze.com 


... 



... 


SANITÄR-UNION 

... 


................ 2007 2005 2004 2003 2002 

Year End 12/2007 12/2005 12/2004 12/2003 12/2002 

Turnover (M EUR) 58.00 55.00 53.00 47.52 


... 


Niederösterreich, Oberösterreich, Salzburg, Steiermark, Tirol, Wien 

... 


... 

SAMPLE 


7 0 7 


... 


Everywhere 

... 


... 

Heating 50% 

Bathrooms 50% 


... 


SANITÄR HEINZE GmbH & Co., in Salzburg, is the Austrian subsidiary of the German wholesaler 

SANITÄR HEINZE. In Austria, SANITÄR HEINZE has depots in St. Pölten, Graz, Linz, Wien, Salzburg, 

Innsbruck and Wiesing. SANITÄR HEINZE is a member of the German buying group SANITÄR-UNION. 

... 


HEINZE is the exclusive distributor of KERMI steel panels which has also been a driving force behind its 

growth in the past two years. In terms of heating, SANITÄR HEINZE also distributes brand names such as 

DE DIETRICH, BUDERUS' SIEGER brand, GILLES, VAILLANT and JUNKERS. HEINZE's "Hausmarke" 

is DIANA as the distributor is a member of the German buying group SANITÄR UNION. 

SAMPLE 



RÖHRICH HEIZUNGS- UND INDUSTRIEBEDARF GmbH 

... 

Address : Rottweg 93 

... 

Salzburg 

5020 

AUSTRIA 

Tel: +43 5 969 65 0 

Fax: +43 5 969 65 90 

Website: 

Email: istler.info@sht-gruppe.at 


... 



... 


Kärnten, Oberösterrerich, Salzburg, Steiermark, Tirol, Wien 

... 


... 

... 


Everywhere 

... 


... 

SAMPLE 


6 0 6 

Heating 100% 



... 


RÖHRICH HEIZUNGS- UND INDUSTRIEBEDARF GmbH, in Salzburg, is a specialist heating wholesaler. 

RÖHRICH acquired BRÖTJE Austria and is now the exclusive distributor of KORADO steel panels in 

Austria, which has also contributed to its growth in the past years. In May 2007, the company was 

acquired by SHT HAUSTECHNIK AG (the new name became SHT RÖHRICH). 

... 


The company has depots in Salzburg, Innsbruck, Klagenfurt, Wien Graz and Linz, and offers the following 

products: 

- radiators (ARBONIA, DE LONGHI, KAMPMAN. KORADO, VASCO, VOGEL & NOOT, ZEHNDER) 

- pumps (GRUNDFOS, SPIROTECH) 

- heat exchangers (SWEP) 

- water heaters (AUSTRIA EMAIL) 

- water preparation (BWT). 

SAMPLE 


SHT HAUSTECHNIK AG 

... 

Address : Gurkgasse 7-9 

... 

Wien 

1140 


AUSTRIA 

Tel: +43 1 5 9696 00 

Fax: +43 1 5 9696 090 

Website: www.sht-gruppe.at 

Email: info@sht-gruppe.at 


... 



... 


................ 2009 2008 2006 2005 2004 

Year End 12/2009 12/2008 12/2006 12/2005 12/2004 

Turnover (M EUR) 261.00 251.00 198.70 200.00 192.00 


% Exports 

... 


National 

... 


... 

... 

SAMPLE 


23 0 23 



Everywhere 

... 


... 

Heating 32% 

Kitchens 1% 

Bathrooms 33% 

Plumbing 34% 


... 


SANITÄR- UND HEIZUNGS-TECHNIK HANDELS GmbH was set up in 1994 by Dr. Hild who, having 

bought the different sanitary and heating merchants which make up the group, decided to create a parent 

company and to turn the different companies into sales subsidiaries. The group of companies was 

generally referred to as the HILD GRUPPE. 

The company was formerly known as PINGUIN HAUSTECHNIK AG and was owned by WOLTERS 

HOLDING BV from the Netherlands. WOLTERS acquired HILD HAUSTECHNIK AG in 2000 and renamed 

the group as PINGUIN. The bankruptcy of the German PINGUIN in 2004 led to an investor buy-out of the 

WOLTERS subsidiary in Austria. Until spring 2004 PINGUIN was under the holding of the VENTANA 

investment group. A number of VENTANA directors (in association with private investors) had control of 

the company until May 2004. 

Since summer 2004, SHT HAUSTECHNIK BETEILIGUNGS AG has been under the holding of the SHT 

HAUSTECHNIK GROUP, but became part of the FRAUENTHAL GROUP in 2005. 

The company's turnover is made up of: 

- heating products 32% 

- plumbing products 34% 

- bathroom products 33% 

- kitchen 1%. 

Through the different companies of the Group, SHT HAUSTECHNIK AG is involved in wholesaling, 

logistics (SHT LOGISTIK GmbH) and training (1a INSTALLATEUR MARKETING BERATUNG FÜR GAS- 

SANITÄR- UND HEIZUNGS-INSTALLATEURE GmbH). 

The group is estimated to have had around 21% of the Austrian heating and sanitary wholesale market. 

SHT HAUSTECHNIK AG is made up of the following seven wholesalers: 

- VS SANITÄR in Perchtoldsdorf 

- JOSEF KUCHARIK in Vienna (also kitchen studios) 

- EHRENTLETZBERGER in Traun 

- ISTLER RÖHRICH in Salzburg 

- MM GREINITZ in Graz 

- EMG HAUSTECHNIK in Klagenfurt 

- HOFMANN in Innsbruck. 

The wholesalers remain independent but have common ranges and central buying. They have a common 

catalogue and sell selected products under their own brands: 

- PRISMA (basic range of sanitary products), 

SAMPLE 

- SANIMEISTER (hot water cylinders, electric water heaters and plumbing) 


- ELEMENTS (upmarket own brand of sanitary products). 

In 2007, the Group acquired the sanitary wholesaler HOFMANN in Tirol (€3 million turnover and 12 

employees) and ROEHRICH Heizung in Salzburg (€19 million turnover and 65 employees). 

... 


The company's turnover is made up of: - heating products 32% - plumbing products 34% - bathroom 

products 33% - kitchen 1%. Through the different companies of the Group, SHT HAUSTECHNIK 

BETEILIGUNGS AG is involved in wholesaling (SANITÄR- UND HEIZUNGS-TECHNIK HANDELS 

GmbH), logistics (HILD LOGISTIK-SERVICE GmbH) and training (1a INSTALLATEUR MARKETING 

BERATUNG FÜR GAS- SANITÄR- UND HEIZUNGS-INSTALLATEURE GmbH). The group is estimated 

to have had around 21% of the Austrian heating and sanitary wholesale market. SHT HAUSTECHNIK 

BETEILIGUNGS AG (former PINGUIN) is made up of the following eight wholesalers (July 2005): - VS 

SANITÄR in Perchtoldsdorf - JOSEF KUCHARIK in Vienna (also kitchen studios) - 

EHRENTLETZBERGER KUCHARIK in Traun - ISTLER HEISAN in Salzburg - MM GREINITZ in Graz - 

EMG HAUSTECHNIK in Klagenfurt - SHT LOGISTIK - HOFMANN in IBK. The wholesalers remain 

independent but have common ranges and central buying. They have a common catalogue and sell 

selected products under their own brand ("Hausmarke") PRISMA. PINGUIN used to have 36 ISC installer 

centres (installer-self-service markets) with a total sales area of 45,000 m2, covering most of Austria. 

However, by 2005 the number of installer centres dropped to 28. Installers are able to order products on- 

line and pick them up the next day, as well as having access to a daily delivery service. Bulk and special 

products were stored in the central warehouse on the outskirts of Vienna and were delivered to the sales 

offices on demand. Deliveries from the central warehouse took place within 24 hours. Ten 

BADERPARADIESE centres were part of the former PINGUIN Group, selling a full range of sanitary ware, 

with a total floor space of over 7,000 m2. The former PINGUIN Group stocks more than 22,000 products 

from 500 different suppliers, and also own label programmes. The labels were SANIMEISTER for hot 

water cylinders, electric water heaters and plumbing, and PRISMA, a cheap range of sanitary products, 

set up to compete with the Baumärkte. The PRISMA line had its own catalogue and could be ordered by 

installers through mail order. The PRISMA range covered the full range of bath ware from taps and mixers 

to hydrotherapy products. HILD also widened its range of heating products, as this sector has grown 

stronger than the sanitary sector. The BÄDERPARADIES bathroom design service (part of the former 

PINGUIN Group) was available in 10 different locations throughout Austria. SHT sells some products to 

DIY stores, but only a few from the range of higher priced products. The preference is to sell to specialised 

DIY stores and showrooms ("Fachmärkte") rather than to large DIY chains ("Großbaumärkte"). 

... 


SHT Group is an exclusive distributor of KORADO steel panel radiators. Apart from that, the group 

distributes VOGEL & NOOT radiators and ZEHNDER, VASCO, KERMI and VOGEL & NOOT towel 

warmers. In boilers, SHT lists VAILLANT and JUNKERS. 

SHT has 23 ISC installer centres (installer-self-service markets) covering most of Austria. Installers are 

able to order products on-line and pick them up the next day, as well as having access to a daily delivery 

service. 

SAMPLE 

The SHT Group also has ten showrooms (BÄDERPARADIESE), selling a full range of sanitary ware. 


TENGELMANN 

OBI BAU- UND HEIMWERKERMÄRKTE 

... 

Address : Baumgasse 60b 

... 

Wien 

1030 

AUSTRIA 

Tel: +43 1 41515 0 

Fax: +43 1 41515 1109 

Website: www.obi.at 

Email: 

Product Sectors : DIY Retailer 

... 


Franchise 

... 


................ 2009 2007 2006 2005 2004 

Year End 12/2009 12/2007 12/2006 12/2005 12/2004 

Turnover (M EUR) 295.00 280.00 346.00 335.00 


... 


National 

... 


... 

... 


SAMPLE 


32 0 32 


Everywhere 

... 


... 

Other XX 


... 


OBI has been present in Austria since 1996. The outlets are managed on a franchise basis and currently, 

OBI runs 32 DIY stores in Austria with its six franchise partners. Six of these stores are owned by OBI 

directly. 

Since September 2002, the Styrian builders' and DIY merchant TEUBL (6 outlets, sales €72 million, €29 

million of which was in retail), which is a part of the ÖBAU-group has switched its DIY activities to OBI. 

OBI claims to be the leading DIY- market and has throughout Europe 530 stores in: Germany, Italy, 

Hungary, Austria, Czech Republic, Poland, Romania, Slovenia, Switzerland, Russia, Bosnia-Herzegovina, 

Croatia, Ukraine. 

SAMPLE 


CARL STEINER GmbH 

... 

Address : Handelszentrum 4 

... 

Bergheim 

5101 

AUSTRIA 

Tel: +43 662 4682 0 

WEYLAND 

Fax: +43 662 4682 566 

Website: www.steiner-hwi.at 

Email: info@steiner-hwi.at 


... 



... 


................ 2009 2008 2007 2005 2002 

Year End 12/2009 12/2008 12/2007 12/2005 12/2002 

Turnover (M EUR) 145.00 155.00 67.00 


... 


Kärnten, Oberösterreich, Salzburg, Wien 

... 


... 

... 


SAMPLE 


6 0 6 


Everywhere 

... 


... 

Heating 17.9% 

Bathrooms 34.6% 

Building Materials (Heavy) 47.5% 


... 


CARL STEINER in Bergheim, is a sanitary and heating wholesaler with 466 employees in 2009. In 2004, 

the company became part of the WEYLAND group, to which they contribute about 30% of the turnover 

Each CARL STEINER outlet comprises a store of usually about 2,200 m2, and CARL STEINER has about 

six outlets in total.. 

The company's turnover in 2008 can be split as follows: 

- sanitary products 40.86% 

- heating products 19.39% 

- ventilation 1.89% 

- building products 12.80% 

- tools 7.20% 

- fitting/hammering 12.02% 

- house 3.59% 

- others 2.25%. 

CARL STEINER in Bergheim, is a sanitary and heating wholesaler with 400 employees in 2008 which now 

belongs to WEYLAND. The company has a sales subsidiary in Innsbruck. STEINER also trades in metal 

products and accessories for carpenters. Each CARL STEINER outlet comprises a store of usually about 

2,200 m2. CARL STEINER contributes some 30% to the total turnover of the WEYLAND Group. 

... 


Apart from their heating and bathroom ranges, STEINER also trades in metal products and accessories 

for carpenters. 

The company's turnover in 2008 can be split as follows: - sanitary products 40.86% - heating products 

19.39% - ventilation 1.89% - building products 12.80% - tools 7.20% - fitting/hammering 12.02% - house 

3.59% - others 2.25%. 

... 


Heating Brands include: 

- VAILLANT 

- AUSTRIA EMAIL 

- GROHE 

- ZEHNDER 

- PURMO DIANORM 

Bathroom Brands include: 

SAMPLE 


- LAUFEN 

- DURAVIT 

- UFB 

- IDEAL STANDARD 

- KERAMAG 

- POLYPEX 

- DUSCHOLUX 

- KALDEWEI 

-- PALME 

- ARTWEGER 

- GROHE 

- HANSA 

- KLUDI 

- DORNBRACHT 

- SCHMIEDL 

- HANSGROHE 

- SCHELL 

- BWT 

- and KEUCO. 

... 


STEINER's customer groups are professional trade companies including plumbers, carpenters, building 

companies etc. 

SAMPLE 


ÖAG AG 

... 

Address : Schemmerlstraße 66 

... 

Wien 

1110 

AUSTRIA 

Tel: +43 1 76060 0 

WOLSELEY 

Fax: +43 1 76060 569 

Website: www.oeag-ag.at 

Email: haustechnik@oeag-ag.at 


... 



... 


................ 2003 2002 2001 2000 1999 

Year End 7/2003 7/2002 7/2001 7/2000 7/1999 

Turnover (M EUR) 293.00 285.00 277.00 277.97 271.99 

Profit After Tax (M EUR) 7.20 2.20 2.18 


% Exports 20.00% 20.00% 20.00% 

... 


National 

... 


... 

... 

SAMPLE 


68 0 68 



... 

Country CZECH REPUBLIC HUNGARY 

No.Depots 25 32 

... 


Everywhere 

... 


... 

Heating 50% 

Bathrooms 50% 


... 


ÖAG AG (formerly known as ÖAG SANITÄR- UND HEIZUNGSGROßHANDELS GmbH) has been part of 

the British merchant group WOLSELEY PLC since 1994 and is one of Austria's most significant builder 

merchants. 

The ÖAG AG was founded in 1871 under the name ARMATUREN-UND MASCHINENFABRIK S. 

KELSEN and renamed in 1947 as the ÖSTERREICHISCHE ARMATUREN-GESELLSCHAFT m.b.H. 

(which is what ÖAG stands for). The company was originally a taps manufacturer but it started very early 

in the distribution of sanitary products, in parallel with its production of taps. In 1975, the company stopped 

manufacturing taps and mixers and concentrated on the sanitary and heating wholesale business and in 

1978 opened its first plumber centre (Installateurzentrum). In 1982, the company took over the 

KONTINENTALE HANDELS GmbH from the German holding THYSSEN. In 1989, the WIENERBERGER 

BAUSTOFFINDUSTRIE AG acquired a majority stake in the ÖAG GRUPPE. In 1990 ÖAG set up a 

subsidiary in Hungary, MART KFT and in 1991a subsidiary in the Czech Republic, CESARO SRO., and 

another in the former eastern Germany, HHG HAUSTECHNIK HANDELS Ges.m.b.H, though the 

company decided to exit from there in 1997. 

In 1991 the company became a public company (Aktiengesellschaft) until its acquisition by WOLSELEY 

PLC in 1994. In June 1995, the ÖAG GRUPPE acquired FAP VERTRIEBS Ges.m.b.H. 

At the head of the ÖAG GRUPPE is a holding company called WOLSELEY AUSTRIA AG (formerly ÖAG 

HANDELS-BETEILIGUNGS AG). 

The ÖAG AG is made up of 5 divisions: 

-- ÖAG HAUSTECHNIK, heating and sanitary wholesaler 

-- KONTINENTALE HANDELS Ges.m.b.H., a company specialising in the supply of water to industrial 

concerns and communes and the treatment of waste water 

-- FAP (own brand) and UNISAN (branded products) offers a complete range of sanitary products to 

installers, Fachhandel and DIY stores 

-- PARTS CENTER, a specialist distribution arm for spare parts for heating and sanitary products 

-- MIET CENTER a hire centre for tools and machinery 

SAMPLE 


... 


ÖAG has also developed (for over 15 years) a range of own label products. These are called COMFORT 

and STAR for sanitary products and COMFORT and COM for heating products. 

In boilers, the wholesaler distributes VAILLANT, JUNKERS, BERETTA, DE DIETRICH, EDER and 

ATMOS. 

In steel panel radiators ÖAG offers VOGEL & NOOT (leading distributor) and in towel warmers VASCO, 

VOGEL & NOOT and ZEHNDER. 

Regarding water heaters, ÖAG distributes AUSTRIA EMAIL, VAILLANT and JUNKERS. 

KERMI towel warmers are no longer distributed by ÖAG while STIEBEL ELTRON has been added to the 

water heater line-up. 

Taps and Mixers: - BWT, DORNBRACHT, GROHE, HANSA, HNASGROHE, IDEAL STANDARD, KLUDI, 

KWC, SCHMIEDL, SWIAG and SAM 

Baths and Shower Trays: - ARTWEGER, IDEAL STANDARD, KALDEWEI, VILLEROY & BOCH 

Bathroom Furniture: - BURG, DANSW, DURAVIT, INDA, KEUCO, LAUFEN, NEHER, SANIPA, 


Shower Wall Products: - ARTWEGER, DUKA, HANSGROHE, NEHER, PALME and TEUCO. 

In terms of shower enclosures, much of FAP sold products are sourced from DUSAR and DUKER. Nearly 

98% of FAP bath sales are sourced from IDEAL STANDARD. An estimated 60% of these are sold on to 

the DIY sector with the other 40% being sold through OAG's own stores. 

... 


ÖAG AG has 

- 5 sales offices in Austria with warehouses 

- 47 installer centres 

- 14 bathroom centres 

- and 7 heating centres 

The warehouses stock the products with the highest turnovers and these are delivered direct from the 

SAMPLE 

manufacturers' premises. Products with a lower turnover (under 5 times a year) are stored in the central 

warehouse in Wels (with a capacity of 21,250m3) and are delivered to the sales offices on demand. 

Deliveries from the central warehouse occur on a daily basis and are carried out by the integrated logistics 

company TECHNOTRANS. ÖAG negotiates purchases centrally for all its sales subsidiaries but products 

are delivered locally. ÖAG is now supplying the DIY stores through two of its subsidiaries, UNISAN and 

FAP. ÖAG buys in sanitary products, most of which are branded products, and sells them on to UNISAN 

which in turn supplies the modern distribution channels, which are mainly the DIY stores (Baumärkte). 

FAP imports direct from foreign manufacturers (mainly in Italy) and sells to DIY stores under its own brand 

name. It is common knowledge in the industry that both UNISAN and FAP belong to ÖAG and it does not 

seem to make too much of a problem that a company supplies the different distribution channels.

BATHS Austria - BRG Building Solutions

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