Leifheit AG

Investor Presentation • May 11, 2021

Investor & Analyst meeting May 11, 2021

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 Q1 2021

Group turnover up 25.5% to € 86.2 m

Germany growing Q3 +33%, Q4 +41%, Q1 +38%

Soehnle up 27.5% with effective TV campaign

EBIT almost doubled yoy: up 96% to € 8.3 m

Gross margin improved from 44.7% to 45.2%

No cash flow improvement yet due to strongly growing turnover and hence receivables

Very good Q1 2021 – but effects of COVID-19 pandemic continue to be noticeable

Very good start to the 2021 financial year

• Successful start of new TV campaigns for Leifheit and Soehnle
• Fast growth in online retail compensates Covid-19 closures of brick & mortar retail

Nevertheless, effects of COVID-19 pandemic still clearly noticeable

• Important sales channels like DIY and electro stores in key markets closed since December
• Significant rise in steel and plastic prices
• Tense situation in the sea fright sector
• Pandemic-related cost increases at Czech plant

Forecast 2021 unchanged: further turnover and EBIT increase despite COVID-19

• Turnover increase of at least 5%
• Household up 6%, Wellbeing up 7%, Private Label slightly above level of 2020
• EBIT between € 20 m and € 24 m
• Free cash flow between € 10 m and € 14 m

Leifheit makes top quality household products, designed in Germany

Profi Floor Wiper 4.7 stars

5 Sterne	84%
4 Sterne	9%
3 Sterne	3%
2 Sterne	1%
1 Stern	2%

CLEAN TWIST 4.6 stars

5 Sterne	76%
4 Sterne	13%
3 Sterne	4%
2 Sterne	2%
1 Stern	4%

5 Sterne	77%
4 Sterne	14%
3 Sterne	4%
2 Sterne	2%
1 Stern	3%

Linomatic 500 Deluxe 4.5 stars

5 Sterne	77%
4 Sterne	11%
3 Sterne	5%
2 Sterne	2%
1 Stern	6%

Leifheit is financially solid and pays good dividends to shareholders

Strong financial structure in € m

Strong long-term stock performance

New strategy transforms Leifheit into a growing business

Group turnover development

in %

FY 2016 FY 2017 FY 2018 FY 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021

Analyst meeting May 2021

-20

EBIT and Earnings per share almost doubled vs year before. Gross margin further improved

8

Growth-related higher Working Capital affected liquidity

in € m	Q1 2020	Q1 2021	∆
Cash flow from operating activities	-9.6	-11.4	-1.8
Cash flow from investment activities	-1.6	-0.8	0.8
Cash flow from financing activities	-0.2	-0.1	0.1
Cash and cash equivalents at the end of reporting period	39.0	26.5	-12.5
Free cash flow1	-11.1	-12.2	-1.1
Financial liabilities	-	-	-

• Turnover-related increase in working capital had an impact on cash flow in Q1 2021.
• Trade receivables rose by € 26.3 m due to turnover growth in Q1.
• Increase in inventories by € 2.3 m to ensure supply chain resilience in face of COVID-19 and expected turnover growth in 2021.
• We expect to see a significant improvement in the cash flow situation over the next few months and plan to reduce working capital yoy over the year 2021.

Analyst meeting May 2021 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.

9

Negative cash flow behind turnover growth (trade receivables), increased inventories (prepare future growth and secure supplies during pandemic) and seasonal effects

Analyst meeting May 2021

Our purpose? Happy consumers!

We call our strategy "Scaling up success"

Create consumer demand and make brands stronger 1

Peer group comparison Marketing spend and EBIT

in % of turnover

EBIT margin

¹ Source: Annual reports 2020

In 2020 we tested massive advertising spend in several countries with strong results 1

Turnover development selected TV markets

Group turnover 2020 in € m

In Q1 2021 we again achieved strong results in countries with massive TV spending 1

Turnover development selected TV markets

Group turnover Q1 2021 in € m

New strategy led to positive turnaround in Germany away from the recent downward trend 1

Group turnover development in Germany

in %

-14

-4

6

16

26

36

¹ Encouraged by strong advertising results on brand Leifheit, we scaled up this approach to Soehnle

-20,0

-10,0

0,0

10,0

20,0

Turnover development Soehnle scales product category

in %

• 50,0 • Print campaign in Q3 2020 focused on Soehnle Page Profi 300 digital kitchen scales, which was awarded with "very good" test result.
• 30,0 40,0 • TV campaign in Q1 2021 focused on Soehnle Style Sense Safe 300 personal scale, also rated "very good".

We are successfully expanding our distribution network 2

Permanent listings in

1,200

additional supermarkets in the DACH region

While spending more on consumer advertising, we continue to drive down all other cost 4

% of Group turnover	FY 2018	FY 2019	FY 2020	3M 2020	3M 2021	Change
Consumer marketing	0.7%	1.7%	5.5%	5.0%	6.5%	✓ +1.5 pp
Other marketing	5.4%	4.6%	3.6%	3.8%	3.6%	✓ -0.2 pp
R&D	2.3%	2.4%	2.1%	1.7%	1.6%	✓ -0.1 pp
Logistics1	11.0%	11.5%	10.5%	9.8%	9.6%	✓ -0.2 pp
Administration	6.1%	6.4%	5.4%	6.6%	5.3%	✓ -1.3 pp
Cost of turnover	56.4%	56.8%	55.0%	55.3%	54.8%	✓ -0.5 pp
OPEX2 adj. by Consumer marketing	94.2%	94.7%	87.7%	88.8%	84.5%	✓ -4.3 pp
OPEX2	94.9%	96.4%	93.2%	93.8%	91.0%	✓ -2.8 pp

¹ Not including inbound cost ² Without other operating income/expenses

Analyst meeting May 2021

Forecast 2021 Turnover and earnings growth

	Forecast 2021
Group turnover	at least +5%
Turnover Household	at least +6%
Turnover Wellbeing	at least +7%
Turnover Private Label	Slight increase
Group EBIT	20 – 24 €m
Free Cashflow	10 – 14 €m

Strong growth in Household and Wellbeing segments following large-scale advertising

56.9 69.7 6.2 7.9 5.6 8.6 0 50 100 3M 2020 3M 2021 Private Label Wellbeing Household 68.7 3M 2020 vs 3M 2021 in € m 86.2

Group turnover by segment

Group turnover by segment 3 M 2021

• Turnover in Household segment up by 22.5%, strong growth in all product categories due to successful TV campaigns and consumers' increased need for hygiene.
• Wellbeing segment increased by 27.5%, mostly due to growth of Soehnle scales and Air purifiers.
• Private Label increased by 53.6% compared to Q1 2020 through pipeline filling effects due to distribution expansion and more Covid-19 retail closures in France in year ago Q1.

Strong turnover growth in Germany through successful TV advertising campaigns

Group turnover by region

3M 2020 vs 3M 2021 in € m

• Growth trend in Germany: 38.3% growth following TV campaigns for Leifheit products as well as for Soehnle brand.
• Central Europe with strong growth of 24.3%. In particular, Austria, France and Italy grew significantly due to increased marketing activities.
• Eastern Europe with turnover decrease of 3.4%. Czech republic and Romania with double-digit growth rates. However, big promo Polish retail moved from 2020 q1 to 2021 Q2 and Q3.

Leifheit Group structure

Our European production footprint ensured reliable supply to customers in spite of COVID-19 challenges in the supply chain

Fortunately, hypers & discounters stayed open during Covid-19 retail shut-downs

Blue Chip client base Distribution channels

Turnover in % (previous year's figures)

Number of employees at a stable level

Long-term financial overview

		2016	2017	2018	2019	2020
Group turnover	€ m	237.1	236.8	234.2	234.0	271.6
Profitability
▪ Gross margin	%	47.5	46.4	43.6	43.1	45.0
▪ Cash flow from operating activities	€ m	21.8	7.2	10.2	15.9	4.0
▪ Free cash flow	€ m	14.3	1.5	3.7	10.1	-5.5
▪ EBIT EBIT adjusted1 ▪	€ m € m	22.1 21.8	18.8 20.3	13.1 12.8	9.9 9.6	18.8 19.7
▪ EBIT margin	%	9.3	8.0	5.6	4.2	6.9
▪ EBT	€ m	20.6	17.7	11.9	8.5	17.7
▪ Net result for the period	€ m	14.5	12.8	8.4	5.8	12.5
ROCE2 ▪	-1 %	16.3	12.7	10.5	8.2	14.1

¹ Adjusted by foreign currency results

² Definition of ROCE changed in 2019, ROCE 2018 adjusted for comparability reasons

Long-term financial overview

		2016	2017	2018	2019	2020
Per share1
Net result for the period, EPS2	€	1.53	1.35	0.88	0.61	1.32
Free cash flow	€	1.51	0.16	0.39	1.06	-0.57
Dividend2	€	1.05	1.05	1.05	0.55	1.05
Special dividend	€	0.40	--	--	--	--
Investments	€ m	7.8	7.8	6.6	6.0	9.6
Depreciation	€ m	6.2	6.4	6.9	8.2	8.5
		31/12/16	31/12/17	31/12/18	31/12/19	31/12/20
Employees	No.	1,093	1,137	1,119	1,106	1,089
Balance sheet total3	€ m	239.4	224.9	221.8	214.6	230.0
Equity	€ m	104.6	98.5	101.8	96.2	100.4
Equity ratio	%	43.7	43.8	45.9	44.8	43.7
Liquidity	€ m	69.5	57.2	50.9	50.3	38.8

¹ Scrip issue in June 2017, 2013 – 2016 adjusted

² 2020: Proposal to the AGM

³Not including repurchased treasury shares

Experienced Management

Henner Rinsche CEO

Previous experience

• President Europe at SodaStream
• Various leading positions at Procter & Gamble, PepsiCo, Danone and Henkel

Core competencies

• General management and consumer goods marketing

Igor Iraeta Munduate COO

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

Marco Keul CFO

Previous experience

• Resp. 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

Committed to shareholder returns

Long-term dividend development							Dividend yield 1,2
Dividend per share / in €								2016: 5.1% 2020: 2.4% 2015: 5.6% 2019: 2.3% 2018: 5.9% 2014: 3.9% 2017: 3.8% 2013: 5.3%
1,50
										Dividend for			2020: 1.05 €2
1,00
0,50
0,00
	4 8 9 1	5 8 9 1	6 8 9 1	7 8 9 1	8 8 9 1	9 8 9 1	0 9 9 1	91 9 1	2 9 9 1	3 9 9 1	4 9 9 1	5 9 9 1	6 9 9 1	7 9 9 1	8 9 9 1	9 9 9 1	0 0 0 2	01 0 2	2 0 0 2	3 0 0 2	4 0 0 2	5 0 0 2	6 0 0 2	7 0 0 2	8 0 0 2	9 0 0 2	0 01 2	1 01 2	2 01 2	3 01 2	4 01 2	5 01 2	6 01 2	7 01 2	8 01 2	9 01 2	0 2 0 2
													Bonus/special dividend										Dividend

¹ Based on the particular closing price at year-end

²Dividend 2020: proposal to the AGM

Soehnle awards (selection)

Kitchen Scales Page Profi + Page Profi 300

Personal Scales Style Sense Compact 300 + Safe 300

Air Humidifier Airfresh Hygro 500

Body analysis scales Shape Sense Connect 100 + 200

Blood pressure monitors Systo Monitor 200 + 300

Air Purifier AirFresh Clean 300 and Clean Connect 500

Leifheit – more than 60 years of passion for housework

European competitors by category

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

Significant free float and international investors

Shareholder structure

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

• Joachim Loh, Haiger (GER), 10.31%
• MKV Verwaltungs GmbH, Grünwald (GER), 10.03%
• Leifheit AG Nassau (GER), treasury shares, 4.87%
• Alantra EQMC Asset Management, SGIIC, SA, Madrid (ES), 10.44%
• Teslin Capital Management BV/Gerlin NV, Maarsbergen (NL), 5.05%
• MainFirst SICAV, Senningerberg (LUX), 5.02%
• Blackmoor Ownership Holdings Master Limited, London (UK), 3.52%
• The Capital Group Companies, Inc., Los Angeles (USA), 3,03%
• Voting rights under notification threshold: 47.73%

Financial calendar and contact

Dates 2021	Contact
2 Jun 2021 Annual General Meeting	Corporate Communications / Investor Relations
11 Aug 2021 Financial report for the first half-year ending 30 June 2021	Phone: +49 2604 977-218 Email: ir@leifheit.com
11 Nov 2021 Quarterly statement for the period ending 30 September 2021	www.leifheit-group.com

Leifheit is frequently top company in home appliances and household goods categories

Sep 2020 Deutschland Test / Focus Money

1 st place Home appliances 100.0 points

Study examines what companies do for their employees and society. Among other things, the sustainability reports of the largest German companies were evaluated according to the GRI standard.

Germany's Most Sought-after Products & Services

Jan 2020 IMWF Institut / FAZ-Institut

2 nd place Household items 99.5 points

Study analyses social listening data in 438 million online sources for over 20,000 companies. Relevant criteria include quality, customer satisfaction and value for money.

st place 5 th place

Household items 100.0 / 86.2 points

1

Study looks at customer statements for 17,000 brands from 280 industries regarding reliability, quality, trust and recommendations in 438 million online sources and thus makes a comprehensive assessment of customers' trust in companies.

Germany's Best Customer Hotline

Aug 2020 IMWF Institut / FAZ-Institut

1 st place Home appliances 100.0 points

Study analyses social listening data for over 20,000 companies in the categories customer service and satisfaction, hotline, price and service. 438 million online outlets serve as a source.

Aktiengesellschaft

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