After a slump in sales: Schleich repositions itself
29/5/2024
Translation: machine translated
Toy manufacturer Schleich is leaving its main production site in Schwäbisch Gmünd, Württemberg. The employees may move to Munich or Prague.
T-Rex, dogs, unicorns and Smurfs: If you have children, you probably also have Schleich figures. The toy is a classic. I loved playing with them myself and my children's room is full of them. But the traditional company is in crisis.
As the manufacturer announces on its website, the headquarters will be relocated from Schwäbisch Gmünd to Munich. The move is intended to strengthen the new Management team led by Stefan De Loecker, bundle functions and improve cooperation. De Loecker started at Schleich at the beginning of this year and previously worked at Beiersdorf. The move will take place on 1 January 2025.
Another location in Prague announced
An additional location will therefore be added in Prague, Czech Republic. Among other things, financial matters and customer service will be handled there. The employees in Schwäbisch Gmünd have been offered the opportunity to move to one of the two locations. The toy manufacturer did not want to say how many employees are affected by the reorganisation. "Discussions with our works council have begun. We will respect them," a spokesperson was quoted as saying in the Bild newspaper. Around 480 people were employed at Schleich in 2023.
The press release also states that the logistics are to be handed over to an external partner.
Slump in sales in 2023 could be the reason
Schleich figures are sold in more than 60 countries. Last year, Schleich recorded a decline in sales for the first time in years: Revenue fell by 15 per cent to 234 million euros.
How is Galaxus doing with Schleich?
We can also see these figures at Galaxus. In 2023, Schleich's sales figures fell by eleven per cent compared to the previous year. The horse transporter, car and horse trailer and the Lakeside riding stable from Schleich are currently our favourite items from the brand.
Mayor of Schwäbisch Gmünd speaks out
The company was founded in Schwäbisch Gmünd in 1935 by Friedrich Schleich. The press release has now been criticised by the mayor of the municipality, Richard Arnold. "The press release talks in a somewhat convoluted way about moving the site to Munich," said the CDU politician to SWR. In fact, he said, the plan was to close the traditional plant in Schwäbisch Gmünd. He also gave specific figures: 241 jobs would be affected. The workforce was "completely surprised" and "shocked" by the move. It is also questionable whether those affected will accept the offer to move to Munich, two and a half hours away, or Prague, even further away. <p
Header image: Ph_Valery/Shutterstock
A true local journalist with a secret soft spot for German pop music. Mum of two boys, a dog and about 400 toy cars in all shapes and colours. I always enjoy travelling, reading and go to concerts, too.