The East German dishwashing detergent brand Fit has a new owner: the company has been taken over by the Spanish BlueSun Group. The site in Hirschfelde near Zittau in Saxony will be retained, as will the jobs and familiar company structures, Fit GmbH announced. According to the company, it has around 290 employees and most recently achieved an annual turnover of 377 million euros (2024).
In East Germany, Fit is synonymous with washing-up liquid. Its roots go back to the 1950s. VEB Fettchemie Karl-Marx-Stadt registered the brand name in 1954, and the washing-up liquid was launched on the market a year later. Today, the company also owns other brands such as Rei in a tube, Kuschelweich, Sunil and the cosmetics brand Fenjal.
No information on the purchase price
It had been known for some time that the previous owner Wolfgang Groß wanted to sell the company for reasons of age. The decision in favor of BlueSun, also a manufacturer of cleaning and care products, was made after many discussions with various interested parties, it has now been announced. The parties have agreed not to disclose the purchase price. Fit GmbH is to remain an independent company within the group.
New markets are to be developed with the new owner. Fit is particularly well represented in Germany and neighboring countries, while BlueSun, which has more than 500 employees, is represented in Southern Europe, France, the Benelux countries, the United Kingdom and Northern Europe. In future, it is hoped that Fit's brands could also gain a stronger foothold there.
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