Maxingvest AG

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Maxingvest is a privately-held holding company headquartered in Hamburg, Germany. Maxinvest is 100% owned by brothers Michael and Wolfgang Herz, together with their mother, having bought out older brother Günter and sister Daniela Herz-Schnoeckel in 2003. Tchibo, a wholly-owned subsidiary, was founded in 1949 by Max Herz together with Carl Tchiling-Hiryan. The Maxingvest name is a reference to husband and wife co-founders Max and Ingeburg Herz. Maxingvest also owns ~51% of listed skin-care company Beiersdorf.ref,ref

Maxingvest's businesses operate in coffee roasting, consumer merchandise, and skin-care products. #Tchibo GmbH sells coffee in bakeries and food stores in Europe, as well as operating coffee shops that sell related accessories, housewares, clothing, and furnishings. #Beiersdorf AG makes and sells skin-care products such as Nivea, Eucerin, and La Prairie.ref

has given Maxingvest a rating (90% criticism, 10% praise). ref

Beiersdorf AG

Beiersdorf is a German multinational company that develops, manufactures, and markets cosmetic and personal-care products, and pressure-sensitive adhesives. Sales are distributed throughout Europe (50.8%), Africa/Asia/Australia (31.7%) and the Americas (17.5%). Sales are primarily through two segments:
  • 81.4%: Cosmetic products: skincare products for the face and body, haircare products, plasters and bandages, dermatology products;
  • 18.6%: Adhesive products: band-aids, adhesive tape, surgical tape, scotch tape, etc.

has given Beiersdorf an rating (100% criticism) for Price fixing, Animal Testing, Supply chain malpractices, ...ref


Brands, AR-2018, p.14
  • 8x4, a deodorant brand.
  • Atrix, hand care brand, provides immediate care for busy hands.
  • Aquaphor, sister brand of Eucerin, skin care product to protect and care for extremely dry, irritated, or damaged skin.
  • Coppertone,
  • Elastoplast and Hansaplast, plasters and wound care.
  • Eucerin, dermo-cosmetics skin care brand.
  • Florena brand offers an extensive range of skin and body care products with natural ingredients for consumers in Germany.
  • Hidrofugal brand offers a range of highly effective antiperspirants and shower gels.
  • Labello, lip balms.
  • La Prairie, operates in the luxury cosmetics market.
  • Nivea, skin care brand aimed at the mass market.
  • tesa, self-adhesive system and product solutions for industry, craft businesses, and consumers.
  • SBT,
  • Slek and Maestro, hair care and hair styling brands in China.



Total Float: 39.0%
Source: MarketScreener.svg, Mar.2020


Although Beiersdorf's shares are publicly listed, it is controlled by Maxingvest AG, which directly owns 50.49% of shares.ref Maxingvest AG holds 100% of Tchibo GmbH / BBG Beteiligungsgesellschaft mbH. BBG holds 50.46% of Beiersdorf AG. Furthermore, Maxingvest AG holds an additional 0.23% of Beiersdorf AG's share capital. As a result, Maxingvest controls more than 50% of the voting rights of Beiersdorf AG. Beiersdorf AG is the parent company of Beiersdorf. tesa is managed as an independent subgroup within Beiersdorf. ref


ToDo: Annual Reports, 1998-2017, AR-2018, DDG


maxingvest ag (formerly Tchibo Holding) used to hold a controlling interest in cigarette manufacturer Reemtsma but sold it to UK-based Imperial Tobacco. Now they sell coffee and run coffee shops. They also owns 50.46% of Beiesdorf AG, makers of Nivea skin care products.ref In 2007, the Tchibo holding company changed its name from Tchibo Holding AG to Maxingvest AG.ref

tesa SE

Tesa develops self-adhesive systems and product solutions for industry, craft businesses, and consumers. Managed since 2001 by Beiersdorf’s tesa subgroup, the company offers innovative self-adhesive system and product solutions for industry, craft businesses, and consumers.

  • May.2018: FormFormForm Ltd, based in London, UK, along with the kneadable glue Sugru, were acquired. FormFormForm was founded in 2004. Sugru is also available in Europe, the USA, and Canada.
  • May.2018: Functional Coatings Inc, based in Newburyport, Massachusetts, was acquired. The innovative adhesive tape and sealing products from Functional Coatings Inc complement the existing tesa product range in the building supply segment. The company was founded in 1989.
  • Mar.2018: tesa SE acquired the Twinlock product division from Polymount International BV, based in Nijkerk (Netherlands). The acquisition strengthened tesa's printing industry products business. Polymount was founded in 2002.

Tchibo GmbH

Tchibo expanded into retailing a range of other consumer goods and services including electronics, travel and mobile telephony.


In 2003, a 2-year bidding war ended. Procter & Gamble, an American competitor, had sought to purchase Beiersdorf and proposed a take-over deal to Allianz insurance, which then held 19.6% of Beiersdorf's stock. Fearing that Procter & Gamble was interested only in Beiersdorf's brands and not in the company as a whole, many in Hamburg preferred to retain local ownership. The city of Hamburg and its state-owned holding company HGV created such a solution. The Herz family, owner of the German company Tchibo, who already had a stake in Beiersdorf, increased their holdings to 49.9%. Allianz still held 3.6%; Beiersdorf AG bought up 7.4% of its shares, of which 3% were given to the Beiersdorf pension fund. Another shareholder, a private family, retained their share. This public-private alliance ensured that Beiersdorf's HQ remained in Hamburg and continue to provide hundreds of jobs, while paying taxes of approximately 200 mn euros annually. ref In June 2009 Allianz reduced its holdings from 7.2 to 2.88 percent.ref


  • May.2019 Beiersdorf AG announced an agreement to acquire Coppertone from Bayer.ref
  • Oct.2014 Bayer AG acquired Merck & Company's consumer business, including Rennie, Coppertone and Dr. Scholl's.ref,ref,ref
  • Nov.2009 Merck & Company Inc acquired Schering-Plough Corporation.ref
  • 2006: Bayer AG acquired Schering AG...
  • 1971: Schering-Plough Corporation: Schering Corporation merged with Plough Inc, a worldwide manufacturer of consumer products.ref,ref WebsiteArchive-org-sm.svg
  • 1957: Plough Inc acquired the Coppertone Corporation.
  • Feb.1952: Coppertone Sales Corporation: Douglas Laboratories Corporation established a sales force to sell their product under the "Coppertone Girl" and "Bain de Soleil" brands. OpenCorporates-sm.svg
  • Feb.1951: Coppertone Corporation was incorporated. OpenCorporates-sm.svg
  • 1950: Douglas Laboratories Corporation: Benjamin Green was bought out by 3 investors, who set up a corporation to improve and commercialise the substance.
  • 1940s: Coppertone: after a great deal of experimentation, Green came up with a product that was acceptable, which eventually became the Coppertone suntan cream.ref
  • 1944: Red Vet Pet: Benjamin Green, a future pharmacist in Miami, developed a suntan lotion using red veterinary petrolatum to protect himself and other soldiers from sunburn during WWII. Green patented the disagreeable red, sticky substance.ref
  • 1928: Schering Corporation was incorporated in New York.
  • 1918: Plough Chemical Company: Abe Plough incorporated his consumer products business, which had started life in 1908 through selling a concoction of linseed oil, carbolic acid, and camphor as an “antiseptic healing oil.” It become Plough Inc in 1929.ref