Our aim is to be the market leader in the markets that we have defined, both in the case of markers and planning and presentation aids.
In the traditional areas of business, we are endeavouring to build on our market leadership by developing our core expertise.
One fundamental task that lies before us in the current financial year is the need to drive forward the integration of the new subsidiaries from a logistical point of view as well as to tie them into the edding corporate culture.
Strategic growth will mainly be secured in Europe (except Germany) and South America. In these areas, the markets are already established and growth rates are above average thanks to the good position in the market. In 2001, the Group laid the foundations for the generation of additional sales of all Group brands by setting up further Group companies in Turkey, France and Brazil.

edding is a global, high-quality premium brand for the marker and writing implements industry.
"You can rely on an edding," - that is the motto of the edding division. Quality, reliability and creativity are the most striking features of the edding brand. The image is young, fresh and vibrant; edding - a company simply overflowing with vitality - brings new ideas to life. The brand has been positioned in the market in such a way that it equally address the two basic target groups of "Home" and "Office".
Customers in the Office sector will be persuaded by the range of professional markers on offer, not to mention the specific industrial solutions for challenging applications.
Customers in the Home sector target group will be fascinated by the fun, creativity and almost never-ending possibilities offered by edding markers and writing implements.
For dealers, acting a bit like a paper clip by bringing the two groups together, edding supplies the full range of top-class markers and writing implements. Customised dealer marketing gives dealers the confidence to occupy the top spot with edding.
Because….
...edding is the brand our customers know and love - their whole life long.

Legamaster is a global, high-quality premium brand for the visual communication sector.
The Legamaster name stands for a wide range of high-quality products, a high level of expertise, an international dimension and a high innovative force.
The Legamaster brand offers commercial end users an extensive range of means of visual communication. This includes individual solutions such as whiteboards, planning media and flipcharts, as well as entire conference room solutions such as wall-rail systems. "Legamaster - we make communication visible", clearly illustrates the expertise of the Legamaster brand.

edding AG has laid a lot of groundwork for the future.
At the forefront of these endeavours lies a powerful growth policy which, coupled with the company's independence that this brings, is designed to drive through the market-development objectives we have defined.
We consistently adopt an international approach based on the Group's brands, edding and Legamaster.
Our aim in our priority international markets is - on the basis of a clear growth strategy - to grow at an above-average, but controlled rate.

We are concentrating our sales and marketing activities on Europe, South America and Asia in particular.
Additional sales opportunities will result from the acquisition of foreign companies and from close co-operation with partner brands to cover "modern trade", a sales channel we have not hitherto been active in. This will also include the development of the hobby segment, an area of some interest. A number of other activities in the new markets and channels will round off the offer available, meaning that our Group brands will be able to cater for all areas of demand.
Our sales strategy encompasses both brands.
The product range containing the edding and Legamaster brands creates the basis that will enable us to serve the needs of customers in predefined markets.