Addis future looks bleak

The future of one of Britain’s oldest companies, houseware maker Addis, is in doubt after German parent Emsa axed managing director John Newcomb and began pulling production from the UK.

Recently, the Addis floorcare range was delisted by retailers Asda and Tesco. Sources say the supermarkets are not keen to keep a brand that will be run from Germany. Rival housewares maker Vileda confirms that it will move into Tesco following the withdrawal of Addis. Emsa is also understood to have pulled all ad and marketing for the brand.

The company plans to move its food storage and brush production to Germany, and a question mark hangs over the rest of the business. It is closing its Swansea factory and says it is looking for a new site.

Pam Plant, housewares director for the British Hardware and Houseware Manufacturers’ Association, says: “[Newcomb] has done a fantastic job turning Addis around but the company is rudderless without a UK managing director. Emsa says Addis will be manufacturing in the UK for the foreseeable future but it will be interesting to see how long that is.”

Newcomb joined Addis ten years ago as marketing director, before becoming managing director in 2000. He oversaw a management buy-out of Addis in 1996, then the acquisition by Emsa. His marketing duties will be handed to marketing manager Kate Johnston.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here