German piano manufacturer Schimmel and the world’s largest piano manufacturer (by volume), Pearl River Piano Group, have entered into a strategic alliance.
Both parties will carry out in-depth cooperation in terms of capital, brand, technology, and marketing to achieve better development in the future.
Pearl River is well-known and has an efficient and well-organized sales network in China. Schimmel, the number one piano manufacturer in Germany and Europe, is one of the renowned traditional brands in Germany, with a long brand history. Its main markets are Germany, Europe, and North America.
“This move is opening a whole new chapter in our 130-year history as a family business. Together with Pearl River, we want to realize the opportunities of strategic cooperation, to have a powerful combination and complementary advantages,” says Hannes Schimmel-Vogel, managing director of the company.
The final timing for the official start of this partnership depends on the closing of the administrative approvals by the local authorities. Under terms of the partnership, Schimmel will continue to retain the current production base and maintain independent operation. The Schimmel family remains as an active shareholder and will be managing the company. Hannes Schimmel-Vogel and Viola Schimmel will continue to manage the company.
“As a renowned international brand, Schimmel will become a new member within the brands of Pearl River. We will strengthen the production facilities in Germany. We will use the capital advantages as a public company to assure Schimmel’s continued development, realizing complementary advantages of both companies for all aspects including brand, marketing and other resources,“ says Li Jian Ning, general manager of Pearl River.
“With this strategic alliance we will have completely new opportunities for the development of the brand and the instruments, and investments into our production facilities which we would not have as a solely family business,” says Viola Schimmel, major shareholder within the Schimmel-family.
