Eastern products
Riner manufacturer fit in new hands
As a traditional East German brand, the detergent fit has survived the reunification. Now the company from East Saxony has changed the owner.
The East German detergent brand Fit has a new owner: the company was taken over by the Spanish Bluesun Group. The location in the Saxon Hirschfelde near Zittau remains, as well as the jobs and the familiar corporate structures, said the FIT GmbH. According to her own statements, she has around 290 employees and recently achieved annual sales of 377 million euros (2024).
In East Germany, fit is a synonym for detergent. The roots go back to the 1950s. In 1954 the VEB Fettchemie Karl-Marx-Stadt registered the brand name, a year later the detergent came onto the market. Today, other brands also belong to the company such as Rei in the Tube, Kuschelweich, Sunil and the cosmetics brand Fenjal.
No information about the purchase price
It has long been known that the previous owner Wolfgang Groß wanted to sell the company for reasons of age. The decision for bluesun, also a manufacturer of cleaning and care products, was made after many conversations with different interested parties, it was now said. There was silence at the purchase price. Fit GmbH should be preserved as an independent company in the group.
New markets are to be opened up with the new owner. Fit is strongly represented, especially in Germany and neighboring countries, Bluesun, which has more than 500 employees, in southern Europe, France, the Benelux countries, the United Kingdom and Northern Europe. In the future, according to hope, the brands from fit could also gain a foothold.
dpa
Source: Stern
