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SIMBA DICKIE GROUP TO SECURE FUTURE OF WELL-KNOWN SCHOOL BAG BRANDS

31 Jan - 2024

Tags from the story: Simba Dickie Group, Steinmann.

The Georg A. Steinmann leather goods factory is discontinuing its commercial activities in the school and leather goods sector and withdrawing from the market.

This step follows serious consideration and assessment of all potential options. Having persevered for some time in efforts to face down the economic challenges, the company was confronted with a significantly altered business environment in the leather goods sector as a result of consolidation among retailers as well as reluctant consumers.

The promise of a guaranteed future for the established and much-loved school bag brands swung the decision in favour of Simba Dickie Group, a family-owned company with global operations.

Steinmann’s management thanks its customers and partners for their loyalty and support over many years: “It was a very difficult decision for us to make, and one we only took after a thorough review of the situation. We are immensely grateful for the support and trust that we have been privileged to enjoy over the years. We will do everything necessary to make the transition as smooth as possible and will be fulfilling our obligations to customers and partners over the coming weeks and months as part of an orderly process.

With effect from 31 January 2024, Simba Dickie Group GmbH will take ownership of the Steinmann Group brands Scout, DerDieDas and 4YOU. Simba Dickie Group has appointed Undercover to take care of product development, marketing and distribution of the Scout, DerDieDas and 4YOU product lines as of 1 May 2024 with the aim of breathing new life into the brands. Until then, the school bags will continue to be distributed via the Steinmann Group.

Undercover specialises in school goods and, in addition to licensed products, manages the brands Scooli (school bags) and neoxx (school rucksacks). By adding to its brand portfolio, Undercover aims to expand its expertise in specialist retail with plans to strengthen Scout, DerDieDas and 4YOU as specialist retail brands and establish a sales team dedicated to specialist retailers.

We would be delighted to see existing Steinmann Group customers place their trust in Undercover’s industry expertise”, commented Florian Sieber, CEO of Simba Dickie Group. Michael Fortdran, Managing Director of Undercover added: “We will contribute our energy, creativity and attention to detail, as we work to ensure the continued market success of established and popular brands Scout, DerDieDas and 4YOU. Come and join our dedicated and creative team to help shape the future of these high-quality, well-known names!


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