Einhell enters the Thai market

Einhell Germany AG has acquired two-thirds (66.67 per cent) of Thai company Surazinsano Co Ltd on 1 June 2023. The company is thus venturing into the Thai DIY market, which is the largest market in Southeast Asia with a turnover of around EUR 3.8 bn, according to Einhell. With a turnover of EUR 18 mio, Surazinsano is very well connected in the Thai DIY market and mainly sells welding equipment, power tools and high-pressure cleaners. Einhell says it plans to push ahead with the introduction of the Power X-Change battery platform and the development of the e-commerce sales channel in addition to its existing brands.

“To enable us to reach our medium-term revenue targets, it is our stated aim to consistently expand our international distribution network so that we can tap into new DIY markets for the Einhell Group and our products. The acquisition of this majority stake in Surazinsano Co. Ltd. is another milestone in pursuit of our growth strategy,” says Andreas Kroiss, CEO of Einhell Germany AG, commenting on the purchase.