Steiff launches China super plan with Rödl and Blaum

New joint venture between the two companies Margarete Steiff, from Württemberg, and Melchers Group, from Bremen. The two toy pioneers realized China is in need for teddy bears and, as Melchers has been trading with Asia since the 19th century, they now aim to conquer the Chinese market together.

The newly established ‘Steiff Asia‘ has its headquarters in Hong Kong and operates a subsidiary named ‘Steiff Beijing Trading‘ in Beijing. Additionally, an ‘Asia Supply Chain Hub’ has been set up in the Shanghai Free Trade Zone to manage the flow of goods in Asia. This location will serve as a central warehouse and distribution center, supplying Steiff products to other markets in Asia and the USA in the future.

The Chinese branches of the Melchers Group are poised to provide both advisory and operational support to Steiff locally. According to the group, they employ over 200 staff in China and claim not only an established distribution network but also a profound understanding of local consumer behavior due to their longstanding presence.

Steiff is not only known for the teddy bear, whose original model was designed by Margarete Steiff’s nephew Richard in 1902, but also for a wide range of cuddly toys and, since 2007, children’s and baby clothing. Initial activities in China have been ongoing for about 20 years, and now the Giengen-based company is aiming for a major breakthrough. The Steiff Group employs around 1,000 people worldwide. The group also includes the Giengen-based automotive supplier Aigo-Tec, which manufactures precision and safety components.

The advisors

Steiff Advisors:

• In-house Legal (Giengen): Ebba Friese (General Counsel).
• Rödl & Partner (Nuremberg): Dr. Alexandra Giering (Lead) (pictured, left), Sebastian Wiendieck (Shanghai/Hong Kong; both Corporate/M&A), Dr. Claudia Krebs; Associates: Sebastian Lechner, Monica Chen (Shanghai), Isabell Stöckinger, Brian Tsang (Hong Kong; all Tax).

Melchers Advisors:

• Blaum Dettmers Rabstein (Bremen): Dr. Andreas Holzhüter (Lead) (pictured, right), Dr. Leif Zänker; Associate: Dr. Nils Gödecke (all Corporate/M&A).
• Treuhand Weser-Ems (Oldenburg): Sven Heinrichs, Claudia Averbeck, Dr. Christian Hansen (all Tax).

Notary Schackow (Bremen): Dr. Klaus Rentsch.