HELLA posts annual sales of 185 million euros in 2024

After the company had achieved its sales targets in the first two quarters of 2024, the second half of the year fell short of expectations. It saw an overall decline in sales of 13.4 per cent following a massive slump in building permits across Europe. “We were able to convert the increased demand into record sales in the years of the pandemic and the construction boom years, characterised by low to zero interest rate policy. In 2024, our sales are slightly above the levels of the pre-crisis years.” The reduction from 1,300 to 1,200 employees last year was mainly due to natural fluctuation and the adjustment of seasonal labour capacities to the production volume.

HELLA relies on several sales channels in nine countries. Germany is the largest market of the Group and also its most important growth market. Around half of the total sales come from the Federal Republic. The German Institute for Economic Research (DIW) has issued a positive forecast for the construction industry in Germany only for 2026. Production in the construction industry is set to decline further in 2025. In 2024, the percentage decline in production in the entire German industry was greater than the average decline in the overall European industry. Such developments also pose particular challenges for HELLA.

“In 2024, we felt the increasing price pressure in the construction industry mainly in the second half of the year, more than ever”, sums up Kraler.  Producing at any price just to ensure capacity utilisation is out of the question for Kraler, as this would not correspond with the strategy and brand positioning in the long term.”

In combination with innovation, sustainability can not only protect the environment, but can also save costs and enable new business models. This is shown by several research projects in which HELLA is a partner. One example is “Flectuation”: the company has collaborated with a research team from the University of Stuttgart to develop a smart sun protection system with integrated photovoltaics. The result is autonomous façade elements, which have been successfully tested in practice in a pilot project. The company's own InnovationLAB looks beyond the horizon for the company. “Innovation is deeply rooted in our corporate DNA and our commitment to it is unwavering, especially in challenging times. However, we never conduct research as an end in itself, but always with a view to future business development potential," emphasises Kraler.

Despite the challenging conditions, the company used 2024 for investments. The new HELLA Campus training and further training centre was opened at the Geislingen site in autumn. New systems were also purchased to make processes more efficient and shorten lead times and delivery times. The sales concepts are also being continuously developed. The Austrian market leader attracted the attention of the industry with the innovative shop fitting solution CUBE at R+T in Stuttgart (the world's leading trade fair for roller shutters, doors and sun protection systems) in 2024.

Quality, innovation and sustainability – with this troika of sustainable corporate values, HELLA is preparing for the construction projects of tomorrow. As at the end of January 2025, major international projects with a total order volume of 25 million euros have already been commissioned in which the company's modern sun protection systems are being used. For example, the “Vierlinden-Quartier” in Lindau on Lake Constance: On a total area of 33,000 square metres, 13 blocks of flats as well as modern commercial and office buildings with external sun protection from HELLA will be completed by the end of the year. In order to ensure energy-efficient shading, around 2,000 outdoor blinds will be installed and provide optimum sun protection for future residents. 

In the German capital Berlin, the “Equalizer” project, a striking office tower with 14 storeys, is being built. An important part of the façade design are the approximately 1,300 external blinds from HELLA, which ensure optimum daylight regulation and a pleasant indoor climate. After the Eurovea Tower, the company is fitting out further properties on the harbour skyline of Bratislava: With “Downtown Yards”, an urban ensemble of flats, offices and commercial space is being built on 85,000 square metres. More than 1,100 vertical awnings are installed in this major project.