Leifheit AG

Investor Presentation • May 7, 2025

Investor Presentation Q1 2025 7 May 2025

Disclaimer

This presentation contains forward-looking statements which are based on the management's current estimates with regard to future developments. Such statements are subject to risks and uncertainties which are beyond Leifheit's ability to control or estimate precisely, such as statements on the future market environment and economic conditions, the behavior of other market participants and government measures.

If one of these uncertain or unforeseeable factors occurs or the assumptions on which these statements are based prove inaccurate, actual results could differ materially from the results cited explicitly or contained implicitly in these statements. Leifheit neither intends to, nor does it accept any specific obligation to update forward-looking statements to reflect events or developments after the date of this presentation.

Leifheit AG shall not assume any warranty for the information provided in this presentation being up-to-date, accurate, complete or of good quality or for the suitability of the information for specific purposes.

Any liability of Leifheit AG for loss caused by the use or non-use of the information provided or by wrong or incomplete information is excluded.

Executive Summary: Growth opportunities from product expansion

Holistic corporate strategy keeps profitability high despite challenging market environment

Successful product launch in February, next innovation in June will further drive growth

Group turnover down by 3.3% to 63.7 m€ due to weak consumer sentiment, strategic portfolio adjustments and insolvency of an important customer

Solid improvement in gross margin by 0.9 pp to 45.6%

Group EBIT slightly decreased by 0.3 m€ to 3.1 m€

Free cash flow decreased to -7.2 m€ due to increased investments

Forecast 2025 confirmed: Group turnover growth of between approx. 2% to 4%, Group EBIT in the range of 15 m€ to 17 m€

Share buyback program completed end of April supports shareholder-oriented capital allocation

Consumer climate: no recovery in domestic & EU markets yet

Consumer confidence index (CCI)

December 2024, EU-27

Source: https://www.oecd.org/en/data/indicators/consumer-confidence-index-cci.html Source: GfK Konsumklima powered by NIM / co-funded by European Commission

April 2025, Germany

• Both indicators confirm the slump in consumer sentiment coming into the new year.
• Insecurity potentially fueled by US-policy-induced flares of international trade conflict

Investor Presentation

Group turnover below expectations – low consumer sentiment & portfolio adjustments

Group turnover by segment, region

in m€

	Group	Household	Wellbeing	Private Label
Turnover in m€	63.7	54.2	3.6	5.9
Growth Q1 '25 vs. Q1 '24	-3.3%	-2.2%	-8.2%	-9.9%

	Germany	Central Europe	Eastern Europe	Rest of world
Turnover in m€	27.4	26.7	8.7	0.9
Growth Q1 '25 vs. Q1 '24	+12.9%	-12.5%	-6.4%	-50.1%

• Q1 impacted by weak consumer confidence and portfolio adjustments as part of strategic focus on core categories
• Germany records double-digit growth due to distribution gains in the DIY channel and positive development in the discounter channel
• Insolvency of a major customer weighed on sales development in Central Europe
• Innovation pipeline will drive growth – very positive feedback by retailers

Strong performance in DIY and Discounter channel

Distribution channels

Turnover Q1 2025 in % (previous year's figures)

• E-Commerce affected by low consumer sentiment in European markets – down 2.7 %
• Growth of 5.6% in DIY channel in Q1 2025 due to successful distribution expansion
• Promotions in Hypermarkets from the previous year not repeated in Q1 2025
• Discounter channel with a strong start up 64.7 %
• Retail-/Wholesale, Department stores influenced by insolvency of major customer in the Netherlands

Strong focus on innovation to drive growth and profitability: Black Line

Ironing Boards and Tower Dryers

on top sales volumes in %

Successful Black Line

Strong focus on innovation to drive growth and profitability: Window Cleaning

New 4-in-1 window and frame cleaner:

Growth momentum in the product category in Q1 2025

+40%

Successful growth of rotary dryers in Q1 2025

Turnover growth rotary dryers Linomatic in Q1 2025

+13%

E-Commerce to drive growth and profitability: Pilot France D2C

• Efficient logistic from new D2C logistic hub
• New distribution via additional marketplaces
• Strong investment into Performance Marketing

Q1 2025 Financials

Financials Q1 2025

Group turnover Q1 2025 below expectations

Group turnover development by quarters

in m€

• Growth in Q1 25 predominantly impacted by weak consumption, portfolio adjustments and insolvency of an important customer
• Core categories not immune to market conditions, but healthy and partially growing
• Significant turnover contributions from innovation pipeline expected

Improved gross margin not sufficient to offset turnover decline and lower foreign currency results

Group earnings development

FY 2021 – FY 2025 in m€

Steadily increasing gross margins

• Improvement in gross margin to 45.6% in Q1 2025 (Q1 2024: 44.7%) because of
  • productivity and efficiency increase in production and logistics due to strategy implementation
  • expansion of D2C capacities
  • focus on effective campaigns for profitable products

Free cash flow negative in Q1 2025, unchanged good liquidity position

in m€	Q1 2024	Q1 2025	∆
Cash flow from operating activities	1.4	-5.5	-6.9
Cash flow from investment activities	-0.4	-1.7	-1.3
Cash flow from financing activities	-0.2	-2.0	-1.8
Free cash flow1	1.0	-7.2	-8.2
in m€	31/03/2024	31/03/2025	∆
Cash and cash equivalents at the end of reporting period	42.1	32.2	-9.9
Financial liabilities	-	-	-

• Free cash flow impacted by significantly higher investments and higher trade receivables
• Higher cash outflow from financing activities mainly due to the share buyback program of 1.9m€ (Q1 2024: 0.0m€)
• With Group liquidity totaling 32.2 m€ and without any liabilities to banks, the company continues to have a very robust liquidity position

¹Cash flow from operating activities and from investment activities, adjusted for incoming and outgoing payments in financial assets and, if existing, from acquisition and divestiture of business divisions.

Financials Q1 2025

Leifheit has robust liquidity to implement the new corporate strategy

• in Q1 2025 to -7.2 m€ (Q1 2024: 1.0 m€)
• Positive effects from the increase in net result and working capital management
• Turnover in March led to higher trade receivables at the reporting date
• Share buyback program 2024 completed
• Total volume of shares purchased from 15 May 2024 up to 30 April 2025 amounts to 397.145 shares (7.0 m€), proportion of treasury shares: 8.71%

Strategy Update

Strong Vision: LEADING WITH FOCUS – CREATING SUSTAINABLE VALUE

Reliable, successful core business: Mechanical cleaning & drying

Strong focus on Innovation to drive growth and profitability

Power Clean July 2024

Window Cleaning Feb 2025

Next Innovation June 2025

New Leifheit Innovation Strategy will fuel the pipeline:

• consumer focused
• defined Innovation fields
• launch / relaunch cycle
• sustainability targets

Value optimization: Significant efficiency gains in production and logistics

Actions 2027:

• Implementation of synchronic production cells and production lines
• Introduction of D2C dedicated assortment

* Good products per line, worker and hour (including direct and indirect employees)

Strong financial base to provide attractive Shareholder returns

• Solid liquidity position of 32.2 m€ without any liabilities to banks
• Strong equity ratio of 48.2%

Focus on shareholder value

Outlook 2025

Leifheit has a great potential to expand

Forecast 2025:

EBIT: 15-17 m€

Sales growth: +2-4%

FCF: upper single-digit m€

Mid-term potential: Sales growth: ~3-6% CAGR EBIT margin: ~7-10%

European branded leader in mechanical cleaning and drying Sales: >300 m€ EBIT: >10%

Actual 2024: Sales: 259 m€ EBIT: 12.1 m€ EBIT margin: 4.7% FCF: 14,2 m€

− Growth from stronger brand positioning

• − Growth outside Germany
• − Growth from new innovation strategy
• − Growth from new e-com/digital model

2024 – 2027 Implement new Strategy

Establish focus strategy on core competence and Europe

2027 – 2030

Build market shares in mechanical cleaning and drying towards leadership

Vision

2030+

2025 forecast confirmed – confident strategy execution to offset market conditions

	Forecast 2025
Group turnover	2 % to 4 % above previous year
Turnover Household	solid growth
Turnover Wellbeing	on par with previous year
Turnover Private Label	on par with previous year
Group EBIT	in a corridor of 15 m€ to 17 m€
Free Cashflow	in the upper single-digit millions

• Continued weak economy, subdued consumer sentiment and retail insolvencies still having an impact in the first months 2025
• Proven strategy for core segment growth in important European markets and e-commerce ramp-up
• Innovation pipeline as a growth catalyst with new promising product for surface cleaning in June

Investment Highlights: Leifheit stands for sustainable, profitable growth and shareholder value

Experienced Management Board

Previous experience

• Brings more than 25 years of international experience in leading positions in marketing, sales and management
• Formerly responsible for the global Health Care Business at Beiersdorf AG

Core competencies

• General Management, brand building & implementation of change strategies

Previous experience

• Many years of experience as CTO at Igus GmbH and Stoba Präzisionstechnik
• Various technical management positions at Robert Bosch GmbH

Core competencies

• Digitalization, IoT, Industry 4.0, implementation of lean production systems, agile "Scrum" methods

Previous experience

• Responsible for Controlling, IT/Business processes and internal sales services as Vice president finance at Leifheit AG
• Years of experience as Head of Controlling at Leifheit AG

Core competencies

• IT, Finance & Controlling

Leifheit Group structure

Household segment quite robust against low market sentiment and strategic portfolio adjustments

• Household segment down by 2.2% driven by slight growth in the laundry care category
• Wellbeing segment down by 8.2% due to portfolio adjustments
• Private Label segment down by 9.9%, Birambeau's kitchen products growing slightly, Herby's laundry care affected strongly by key customer insolvency

Strong turnover growth in Germany and selected European markets

Group turnover by region

Group turnover by region

Q1 2025

• Germany +12.9% due to successful distribution expansion in DIY and discounter channels
• Central Europe -12.5% key customer insolvency and low consumer sentiment impacting turnover
• Eastern Europe -6.4% Poland still with double-digit growth due to success in e-commerce activities

Successful distribution expansion drives growth in DIY and Discounter channels

Investor Presentation May 2025

Increased efficiency and productivity led to reduction in number of employees

* Only own staff, without temporary workers

Investor Presentation

Long-term financial overview

ா I	п

		2020	2021	2022	2023	2024
Group turnover	m€	271.6	288.3	251.5	258.3	259.2
Profitability
▪ Gross margin	%	45.0	42.3	38.7	42.1	44.5
▪ Cash flow from operating activities	m€	4.0	16.4	14.0	20.8	28.5
▪ Free cash flow	m€	-5.5	9.6	8.8	12.1	14.2
▪ EBIT	m€	18.8	20.1	2.8	6.0	12.1
▪ EBIT margin	%	6.9	7.0	1.1	2.3	4.7
▪ EBT	m€	17.7	19.3	2.3	4.7	11.3
▪ Net result for the period	m€	12.5	14.2	1.2	3.2	8.0
▪ ROCE	%	14.1	13.8	1.8	4.5	9.8

-1

Long-term financial overview

ா I	п

		2020	2021	2022	2023	2024
Per share
Net result for the period, EPS1	€	1.32	1.49	0.13	0.34	0.85
Free cash flow	€	-0.57	1.00	0.92	1.27	1.51
Dividend Special dividend	€ €	1.05 --	1.05 --	0.70 --	0.95 0.10	1.152 0.052
Investments	m€	9.6	7.3	5.4	8.9	14.5
Depreciation	m€	8.5	7.8	7.5	9.0	7.7
		31/12/2020	31/12/2021	31/12/2022	31/12/2023	31/12/2024
Employees	No.	1,098	1,080	1,063	1,020	993
Balance sheet total1	m€	230.0	238.8	216.1	203.6	205.0
Equity	m€	100.4	111.3	112.5	103.8	98.7
Equity ratio	%	43.7	46.6	52.0	51.0	48.2
Liquidity	m€	38.8	38.1	36.3	41.3	41.4

¹ Not including repurchased treasury shares

² Dividend proposal

Our European production and logistic footprint ensures efficient and reliable supply to customers

Leifheit – 65 years of passion for housework

European competitors by category

	Cleaning			Laundry care
Tonkita Kärcher	Spontex Swiffer	Rival Vileda		Vileda Wenko Metaltex	Gimi	Brabantia Juwel Rörets	Artweger Stewi Blome
	Kitchen goods			Wellbeing
Zyliss	Tescoma Rösle Oxo	WMF Fackelmann	Gefu Lurch	Bosch ADE Sanitas		Laica Homedics	Tanita Beurer
Brabantia	Westmark	Emsa	Tefal		Withings		Terraillon

Significant free float and international investors

Shareholder structure

Free float1,2 72.7%

¹ Definition of German stock exchange for indices 2 Including shareholdings of the management board

MKV Verwaltungs GmbH, Grünwald (GER)	10.03%
Ruthild Loh, Haiger (GER)	8.26%
Leifheit AG Nassau (GER), treasury shares	8.71%
Employee shares subject to a lock-up period	0.05%
Alantra EQMC Asset Management, SGIIC, SA, Madrid (ES)	15.42%
Gerlin Participaties Coöperatief U.A., Maarsbergen (NL)	8.53%
Blackmoor Ownership Holdings Master Limited, London (UK)	3.52%

Financial calendar and contact

Financial calendar 2025 Contact

12-14 May 2025 Spring conference, Frankfurt/Main

28 May 2025 Annual General Meeting, Frankfurt/Main

11 June 2025 Warburg Highlights 2025, Hamburg

7 August 2025 Half-year report 2025

22 September 2025 Baader Investment Conference, Munich

6 November 2025 Quarterly statement for the period ending 30 September 2025

24-26 November German Equity Forum, Frankfurt/Main

Corporate Communications / Investor Relations
Phone:	+49 2604 977-218
E-Mail:	ir@leifheit.com

www.leifheit-group.com

Aktiengesellschaft

Postfach 11 65 D-56377 Nassau