Has bought Alape
Expansion in Germany: The Spanish Roca Group, one of the world market leaders in the design and production of bathroom furnishings, has acquired the German Alape GmbH, based in Goslar/Hahndorf, effective October 16, 2023. Alape, specializing in the production of enameled steel bathroom objects and established in the premium segment of the market, had to file for insolvency at the beginning of July. The takeover will secure a large proportion of the jobs at the company’s headquarters. The brand is to continue to operate independently with its own brand and business strategy, and senior employees of the company have taken over the management.
Alape’s fortunes are now controlled by a triumvirate in Goslar: the management team consists of Michael Gatzke (Commercial Director), Andrea Jürgens (Marketing and Design Director) and Dr. Julia Rami (Production Director). More than 90 Alape employees will also benefit from the takeover out of provisional insolvency. For around 30 employees who could not be taken on, a socially acceptable transition was created in the form of a Auffanggesellschaft, which goes beyond the legal requirements and aims to ensure that those affected are placed quickly.
The plant at the Hahndorf site in Goslar will be retained and will continue to serve as an innovation and production center for the 125-year-old traditional brand. Here, in a unique blend of manufactory and high-tech production, the enameled steel washbasin solutions are manufactured.
The main objective of joining the Roca group of companies are advantages for the sales and market position of both companies. Alape finds space under the umbrella of a strong global player. This provides the company with expanded access to international project business as well as to Roca’s distribution network in 170 countries, materials and technologies. The Group, in turn, benefits from Alape’s specialized know-how in steel enamel and expands its multi-brand portfolio by a premium brand with special material expertise that only very few companies have mastered. The high-end design of the Lower Saxony-based specialist is recognized by architects and design-oriented customers worldwide.
Following the restructuring, Alape is once again on stable footing and will continue its business as an independent brand with its own strategy and specific corporate culture. The company’s sales focus is on Germany, Switzerland, Austria and the Benelux countries, where steel enamel is very popular as a material for shower trays, bathtubs and washbasins.
Michael Gatzke: “The integration into the Roca Group offers Alape a first-class opportunity to sustainably expand our sales structures. It is the decisive step to expand the reach of our premium products.” And Andrea Jürgens adds: “We will firmly anchor the brand in the premium segment and carefully develop it further to best meet customer needs. In doing so, we will remain true to our high quality standards and ideally complement the Roca Group’s brand portfolio.”