Consumer goods group acquires first German brand

Ultimate Products, the Oldham consumer goods group, has added a German kitchen electrical brand to its stable of products.

The owner, manager, designer and developer of an extensive range of value-focused consumer goods brands has acquired Petra, from PE Outlets B.V., for an undisclosed sum.

It is expected the proposed acquisition will open up new opportunities for the Greater Manchester business in mainland Europe through a strategic marketing drive based on the German brand’s established heritage.

Founded in 1968 in Bavaria as a manufacturer of electrical equipment, Petra originally specialised in coffee machines before expanding its range into other areas of kitchen electrical products.

In recent years, the brand has been less used by its current owner, although market research shows that it remains well known to German consumers.

It is understood that Ultimate Products plans to relaunch and refresh the Petra brand with a range of electrical kitchen appliances.

As the brand is well recognised in the German market, where it has a strong reputation for quality and design innovation, the group will initially target this region.

In time, Ultimate Products expects to expand Petra into other territories, trading on its German heritage and reputation for quality.

Simon Showman, Ultimate Products chief executive, said: “We are very pleased to add Petra to the Ultimate Products portfolio of consumer goods brands.

“Petra is well recognised in the German market with a reputation for quality and design innovation.

“We will seek to emulate the success of our previous brand acquisitions, most notably Beldray, Progress and Kleeneze, by relaunching Petra with a suite of innovative new products and a dynamic marketing strategy.

“More broadly, as the first German brand to join the Ultimate Products range, we hope this will further increase our penetration of the German market, where we already have a growing business with strong customer relationships.”

Founded in 1997 and now employing more than 250 staff, Ultimate Products now sells to in excess of 300 retailers across 37 countries.

It has five product categories: Small Domestic Appliances; housewares; audio; laundry; and heating and cooling. Its brands include Beldray (laundry, floor care, heating and cooling), Intempo (audio), Kleeneze (laundry); Salter (kitchenware), and Progress (cookware and bakeware).