Competec is now called Brack Alltron and is repositioning itself
The Competec trading group changes its name to Brack Alltron and gives itself a more powerful organization. Among other things, the company bundles its sales and product range activities in one place.
The rapid growth in recent years with numerous acquisitions has made the organization more complex, according to a press release issued on Wednesday. The Group's organization has not been able to keep pace with market developments. Management has therefore come to the conclusion that "certain deficits" in the organization need to be rectified.
Brands made more prominent
One measure is the renaming: the previous holding name Competec was less well-known to the public than the Brack and Alltron brands. The company will therefore also operate under these two names in future. Alltron as a brand for supplying retail customers and Brack.ch as a retailer for private and business customers will continue to be the company's primary front office.
In the background, however, the Group is making some changes. For example, the entire product range expertise of the various subsidiaries will now be bundled under the new Commercial division, while sales will be brought together in the Sales division.
Marketing reports to the management
Furthermore, the Group now reports directly to the Executive Board.
According to the press release, the current Competec CEO Stefan Fraude will remain head of the new organization. The current head of Competec Logistik, Thomas Gasser, will be appointed Chief Operations Officer for Brack Alltron. The current head of Alltron, Andrej Golob, will be in charge of sales for the entire company. Tobias Gründer, who was previously in charge of business process development, will become Chief Commercial Officer for the Group.
As previously announced, Roman Reichelt will also be joining the company in mid-September (Markt-kom.com reported). He will take over as Head of Marketing and Communications. The position of Head of IT has not yet been filled. Meanwhile, the previous CEO of Brack.ch, Marc Isler, is leaving the company at his own request, according to the press release.
In addition to the online retailer Brack.ch and the wholesaler Alltron, the Group also includes the home and living distributor Jamei, the private label manufacturer Furber, the logistics service provider Competec Logistik and the central services combined under Competec Service. More than 1,300 employees worked for the company at the end of 2023. Annual sales amounted to around 1.14 billion Swiss francs in 2023. (SDA/swi)
