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Leifheit AG

Investor Presentation • Feb 6, 2014

261_ip_2014-02-06_6fdbe667-bbc2-4375-8c5c-c40be5c652c5.pdf

Investor Presentation

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German Equity Forum 2013 │ November 2013 │ p. 1 Company presentation February 2014

Agenda

  • Company profile
  • Corporate development and outlook
  • Strategy "Leifheit GO!"
  • Product innovations 2014
  • Summary
  • Annex

Corporate profile

Our mission statement

Leifheit-Group is a European developer and manufacturer of branded products for selected household areas

Corporate profile

Leifheit is active in more than 80 countries with 15 own branches

Brand Business generates the most turnover

Leifheit-Group

Turnover 2013: € 219,5 m*

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* Preliminary figures 2013 adjusted for business with Dr Oetker Bakeware

Group development and outlook

preliminary figures 2013

Turnover slightly behind expectations, EBIT in line with forecast

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1) All turnover shown in this presentation are adjusted for business with Dr Oetker Bakeware

2) Adjusted for one-time positive effects of the sale of assets relating to the termination of the license agreement with Dr Oetker Bakeware

Group development 2013 and outlook

Group turnover rises by 1.0%

  • Domestic market of Germany remained stable
  • Satisfactory growth rates in the Central European focus countries of France, Austria, Czech Republic and Scandinavia
  • Decreases in demand slowed business development in the Netherlands, Italy and Russia

Brand Business: Innovations provide an increase in turnover

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  • Product category Cleaning benefits from the product innovation "window vacuum cleaner"
  • Turnover development in the category Laundry care declined in the first quarter by 6.9%
  • High clearance sales of obsolete stocks in 2012 influenced product category Kitchen; Product innovation "Fresh&Slim" stimulates turnover in the third quarter
  • Sales decrease in the product category Wellbeing due to lower demand for scales, especially abroad

Central Europe Eastern Europe Rest of the world

Business

Volume Business: similar to previous year's level

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  • Promotional business in the Cleaning Category could not be repeated in the 4th quarter

Staffing numbers remain stable

2014: Focus on Brand and Margin

Outlook

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Source: International Monetary Fund Januar y2014

Leifheit share continues to be an attractive dividend title

0.601.002.40 2.003.00 3.001.301.500,00 2,00 4,00 2009 2010 2011 2012Special dividend € Dividend € Dividend development 2009 – 20121) 1) 21.5 % 16.7 % 6.3 % 5.2 % Dividend yield 2)

  • Dividend yield of 5.2 %
  • It is our aim to benefit our shareholders from the company's success in a sustainable manner

1) Participation of the shareholders in the selling of the business unit 'bathroom'

2) According to the closing rate at the end of the year (XETRA)

Strategy "Leifheit GO!"

Growth in earnings after group restructuring: strategic focus on brand and margin

Turnover development / Group EBIT (organic growth without M&A)

202 204 204 250 74 76 69211 222 224 2,4 5,2 8,1 8,8 11,4 1012141618200501001502002503002007 2008 2009 2010 2011 2012 2013 2016 former houshold unit former bathroom unit EBIT* 0.9 %EBIT-Margin 1.9 % 3.0 % 4.2 % 5.1 % 5.8 % 8.0 % *13.0

According to former household / former bathroom / in € m

EBIT 2011 adjusted for consolidation effects of € 2.5 m from obtaining control over Leifheit CZ a.s. *

EBIT 2012 adjusted for one-time positive effects from the termination of the license agreement with Dr Oetker Bakeware of € 1.2 m

Strategy "Leifheit GO!"

Company structure geared for growth: structure for approx. € 280 m turnover

€ 10 m Turnover growth ~ € 2,0 m EBIT

We are well-positioned for further growth due to expansive investments in 2012

Investments vs. depreciation / Investment ratio

  • Investments in 2012:
  • € 4.5 m in the expansion of production in Blatná, Czech Republic
  • € 2.2 m in the expansion of the distribution centerof Zuzenhausen
  • Projection: ~ € 6.0 m annual investmentvolume until 2016

1) Compared to the historical cost of production and purchase of the fixed assets

Further development through focusing on brand and margin

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Organic growth: I. Convergence on strategic focus markets (1/4)

Organic growth: I. Convergence on strategic focus markets (2/4)

DACH-region: hold on to superb position

  • Status quo: DACH-region accounts for more than 50 percent of the company's turnover, with steady growth rates
  • Goal: hold on to and expand our superb position
  • Measures:
  • Priority region for POS Excellence activities
  • Growth through product innovations

Organic growth: I. Convergence on strategic focus markets (3/4)

Strategic focus marktes in Europe: strengthening of distribution

  • Status quo: Europe (without DACH-region) accounts for 45% of the company's turnover
  • Goal: expansion of the distribution in the focus markets of the Netherlands, Belgium, France, Spain/Portugal, Italy, Czech Republic, Poland, Scandinavia, the major cities in Russia and Turkey (from 2014)
  • Measures:
  • Re-issuing of the international distribution strategy in the context of "Leifheit GO!"
  • Gather strategies at country level and country specific measures for distribution and marketing
  • Workshops: development of targets and actions as well as the optimization of the reporting-structure used for governance and the consequent monitoring of their implementation

Organic growth: I. Convergence on strategic focus markets (4/4)

International export markets: to be treated opportunistically

  • Status quo:
  • Five percent of Leifheit's turnover are generated in markets outside the DACHregion and other strategic focus markets
  • Exporting alone, use of distributors
  • Goal: preparation for mid-term market expansion (e.g. China, USA)
  • Measures: use of sales opportunities, but
  • no investments in markets
  • increased attention on the margin

Strategy "Leifheit GO!"

Organic growth: II. E-commerce intensification

Worldwide expansion of e-commerce activities

Status quo: e-commerce turnover doubled over the last four years

  • Growth in E-Commerce 2013: about 28%
  • Goal:
  • Annual double-digit growth rates
  • Future growth in international markets with globally operating retail partners
  • Measures:
  • Professional and targeted support for online, multi and cross-channel businesses via product information systems as well as on- and offline campaigns
  • Investments in qualifications/know how of employees and further strengthening of key account management

Leifheit e-commerceTurnover development in € m

Organic growth: III. Strengthening of R&D and innovation capacity (1/2)

Innovation as growth driver

Status quo: innovation capacity* at a rate of 30 percent in 2012 slightly declining but product innovations like the window vacuum cleaner already provided a significant turnover impetus in 2013

  • Goal: notable increase of innovation capacity
  • Measures:
  • Consequent focus of the organization with regard to innovation management and optimization of innovation processes
  • Focus within R&D on the categories cleaning, laundry care and scales
  • Use of long-standing experience and know-how with regard to different consumer needs in different regions and countries

* Share of turnover generated with products, that were brought onto the market within the last three years

Organic growth: III. Strengthening of R&D and innovation capacity (1/2)

Awards of the Leifheit Group (selection)

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Focus on POS

  • Status quo: POS-Excellence-Initiative succesfully introduced to the retail market during the spring fairs
  • Goal: Support of the stationary retail trade for trading-up efforts for an increase in the product turnover rates and qualitative growth.
  • Measures:

Organic growth: IV. Brand and communication strategy (2/2)

Focus on POS

  • More than 70 new Shop-in-Shop systems have been opened in Germany and Europe until end of 2013
  • Positive effects for the stationary trade: average increase in turnover of 50% on the presentation area
  • It is planned to open 50 more shops in 2014
  • Numerous shelf presentation concepts of our customers were optimized for an improved search logic, through the use of new POS tools with test stations, video monitors and shelf screens as well as secondary placement promotions

Strategy "Leifheit GO!"

Inorganic growth: V. Acquisition

Status quo: Leifheit is well positioned with solid financing and cash funds of about € 52 m for M&A transactions

Profile of potential target companies

  • Active in Leifheit's core categories
  • Possesses a strong trademark and provides the opportunity of market entries or the expansion of our target markets
  • Focus on Europe
  • No restructuring cases

Measures: Active market observation

Strategy "Leifheit GO!"

Trends in consumer goods industry

Increasing use of the internet to retrieve information and to purchase household goods. This also applies to senior target groups using online devices more frequently according to recent studies.

Younger consumers are fundamentally shifting their attitudes towards quality while demanding products of higher value. That's why brand suppliers will concentrate more on this target group in the future.

Consumers increasingly ask for products that are produced sustainably and made by corporations which value resources, society and employees.

Desire for deceleration: Consumer behavior will be influenced in the future because many people feel overworked and experience high exposure to stress at work and in their daily lives.

Increasing number of households in Germany till the end of 2014. Especially the number of households with one to two persons is growing.

Source: GFK, http://www.esales4u.de

Category Cleaning (Selection)

Further development of a success story Window vacuum cleaner

  • Further expanding of clever and successful Window vacuum assortment with a washer and handle
  • Telescopic ClickSystem handle, ensuring a drip-free, streak-free clean
  • Thanks to its 360°suction, the Window Vacuum also collects dirty dripping water when upside down

Clean Twist delivers mobility Clean Twist mobile trolley

  • Successful Clean Twist System will receive a mobile trolley base with wheels
  • Cleaning set enables customers to clean floors without stooping or having to dip their hands in dirty water
  • Smooth-running 360°wheels provide maximal flexibility and enable the cleaning set to be moved around easily

Clean floorsProfi Collect

  • Further development of the tried and tested Profi System
  • Profi Collect floor wiper with its hooked edge absorbs dirt particularly efficiently and is ideal for wiping around furniture
  • The soft edge will even clean high skirting boards along with the floor

Pressekonferenz zur Ambiente 2014 │ Februar 2014 │ S. 32

Category Cleaning (selction)

Lighter, faster, easier Air ironing boards

  • Leifheit patentend EPP, an ultralight material especially for its ironing boards
  • Thanks to EPP Leifheit Air ironing boards are about 25 per cent lighter than comparable expanded-metal models
  • Due to its significantly lower overall weight, EPP ironing boards can be assembled and dismantled, stored and transported much more easily

Pegasus MAXX

  • providing room for up to two full washing machine loads
  • At a height of 1.08 metres and a length of 1.10 metres, it is ideal for particularly long and broad laundry items
  • Pegasus 180 Plus Mobile + Pegasus 200 Deluxe Mobile
  • With practical wheels and a flexible 360°hinge, meaning that they can be moved around easily and conveniently – even fully loaded

Category Kitchen (selection)

Preserving back in vogue New preserving products

  • New to the glass assortment: tapered jars and glass bottles
  • Cherry pitter in the bright fashion colours cherry red and fresh lime
  • Advertising campaign and providing market stands with information about preserving, including decoration packages for sales support at the POS

Leifheit Kitchen gadgets Innovation awards

  • Product Fresh&Slim was honored with the "Kitchen Innovation of the Year 2014" award and the "Gold Award" by the "LifeCare Besser Leben" initiative
  • Leifheit won the special award "Favorite brand - the consumer's choice" in platinum

Category Wellbeing (selection)

Elegant glass scales Frosted & Frozen, Magical Mirror

  • New kitchen and personal scales
  • Exquisite mirror and frosted glass designs and attractive decorations
  • Patented Sensor Touch controls

Flexibles Design Mix & Match

Elegant glass scales with trendy designer foils

Pressekonferenz zur Ambiente 2014 │ Februar 2014 │ S. 35

Personal scale with analysis function Pharo 200 Analytic

Personal scales with analysis function are a master in their field, suitable for all weight classes

Boundless mobility Heat Cushion and Heat Belt

  • Battery-powered warming products
  • 4 hours battery capacity

Summary

Summary

Well positioned to face future trends and opportunities for growth

  • Positive business development in 2013, despite challenging market environment
  • Well-known brands in leading market positions and solid trust of customers
  • Innovative products and distribution concepts for further growth: 2014 once again lots of consumer related product innovations
  • Focus on established markets within the DACH-region and Central Europe as well as on growth regions
  • Solid financing with an equity ratio of 44 percent
  • Well positioned for possible M&A transactions
  • Attractive dividend title

Long-term development Annex

Turnover / EBIT 2001 – 2016e (adjusted by divested/terminated business, growth excl. M&A)

EBIT and Turnover adjusted by bathroom unit divested in 2010

EBIT and Turnover 2009 - 2012 adjusted by Dr Oetker Bakeware (termination of license agreement by 31.12.2012)

EBIT 2011 adjusted by consolidation effects of € 2.5 m from obtaining control over Leifheit CZ a.s.

EBIT 2012 adjusted by one-time positive effects from the termination of the license agreement with Dr Oetker Bakeware of € 1.2 m

Leifheit shareAnnex

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As of 31 Dec. 2013

  • Home Beteiligungen, Munich, 50.27%
  • MKV Verwaltungs GmbH, Munich, 10.03%
  • Joachim Loh, Haiger, 8.26%
  • Leifheit AG, Nassau, 5.01%

Free float, 26.43%

Management Annex

Corporate history 50 years "always a better idea"

European Competitors by Category Europ

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Distribution in every important distribution channel

Dates

Dates 2014

27 Mach 2014Annual financial reports 2013

27 March 2014Analyst's meeting and annual results press conference, Frankfurt/Main

14 May 2014 Financial report for the period ending 31 March 2014

22 May 2014 Annual general meeting, Nassau/Lahn

13 August 2014 Financial report for the period ending 30 June 2014

10 November 2014Financial report for the period ending 30 Sept. 2014

November 2014Presentation at the German Equity Forum, Frankfurt/Main

P.O. Box 11 6556371 Nassau/Lahn, Germany Telephone: +49 2604 977-218 www.leifheit.comir(at)eifheit.com

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