Effective July 1, 2016, Hansgrohe announces sale of brand Cleopatra to Newstar Holding BV, Dutch manufacturer of sanitation and spa products


Focus on the Core Brands hansgrohe and AXOR

Future-oriented Changes for the Hansgrohe Group in The Netherlands

Effective July 1, 2016, the Hansgrohe Group officially announces the sale of its brand Cleopatra to Newstar Holding BV, a Dutch manufacturer of sanitation and spa products. The company will continue to manage the brand and its activities under the name Cleopatra.

This sale is the result of a detailed analysis of the Hansgrohe Group’s brand portfolio during the past months. Customer demand for clearer orientation has required the strengthening of the core brands hansgrohe and AXOR. The Hansgrohe Group has therefore decided to concentrate on its core brands and to discontinue operation of its Dutch brand Cleopatra. Cleopatra has been part of the Hansgrohe Group since 2000 and is mainly present in the Dutch market. The product assortment consists of shower cabins, saunas, bathtubs and whirlpools.

Production Facility Westknollendam Continues Operation

Some of the 22 Cleopatra employees will continue in their positions after the Newstar take-over. All others will benefit from socially responsible solutions that have been agreed upon together with the management and the worker’s council. Hansgrohe products will continue to be manufactured at the production facility in Westknollendam, north of Amsterdam, in The Netherlands.


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