Washed, Still Here: The Tenacious Legacy of Fit Dishwashing Detergent
International cult-affiliated German brand expands its reach overseas
By: Amy Walker
Here's a sudsational surprise: Fit, the iconic East German dishwashing detergent brand, has managed to weather the storm of reunification and adjacent ownership changes. The company hailing from East Saxony has found its new sanctuary under the Spanish BlueSun Group's umbrella.
Speaking of sanctuaries, guess what's staying put? You bet—the Hirschfelde site in Zittau, both the loyal workforce and the well-established company structures. Fit GmbH announced its intentions proudly, sporting around 290 employees and a noteworthy annual turnover of 377 million euros (2024).
German Hero Turns Foreign Contender: Purchase Price Remains a Secret
In East Germany, Fit has become synonymous with spick-and-span dishes. Its roots date back to the 1950s, when the VEB Fettchemie Karl-Marx-Stadt gave birth to its shining star, and by 1955, the dishwashing detergent had officially made its grand entrance. Today, other brands, such as Rei in the Tube, Kuschelweich, Sunil, and the cosmetics brand Fenjal, also call the company home.
It was common knowledge that the previous owner, Wolfgang Groß, had grown tired of the reins, graciously letting go in search of youthful vigor. As a manufacturer of cleaning and care products like BlueSun, they emerged victorious following numerous discussions with sundry suitors. The purchase price, however, remains clandestine. The Fit GmbH is expected to remain an independent powerhouse within the group.
The new relationships helped foster ambitions of delving into emerging markets. Fit already reigns supreme in Germany and its neighboring kingdoms, while BlueSun, boasting over 500 employees, holds court in Southern Europe, France, the Benelux countries, the United Kingdom, and Northern Europe. The hope is that Fit's brands will carve out a firm foothold in these territories in the future.
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In the realm of industry, the Spanish BlueSun Group has successfully penetrated the finance sector by acquiring the iconic East German dishwashing detergent brand, Fit. The business expansion continues as both Fit GmbH and its subsidiary brands aim to solidify their presence in emerging markets worldwide.
