Our brands
Six proprietary brands cover the range. Each one owns a part of the home, which is how a single order can span kitchen, bath, outdoor and promotion without mixing suppliers.
MICHELINO — kitchen, since 1951
MICHELINO began in 1951 in Krefeld as a traditional metalware producer, launching with a range of cutlery built around design, functionality and quality. The HATEX Group took over the brand in 2013 to widen the range. Today it covers modern kitchen and table products, produced in-house to HATEX standards.
axentia — bathroom and household
The name comes from the Greek "Axéntia" (Αξεντία), meaning "foreigner" — the spirit of being open to new ideas. Born in Germany, axentia makes bathroom and home products that put function and elegance on the same footing, along the principles of German engineering. Brand philosophy: "Wisdom for Life".
HEITECH — small appliances and technical articles
HEITECH sits on the technical side of the home: small appliances, power and cable, lighting and electronics accessories. The brand's own line is "If there is a technical article, then HEITECH — the price-performance ratio is right here", and it runs under the motto "Into the future with new product ideas".
greemotion — outdoor living
With over 90 years of European heritage, greemotion covers garden and balcony: modern furniture and practical accessories, sold as complete series, coordinated lines or single pieces.
TOP STAR — promotional display
TOP STAR is the promotion brand: display-box (PDQ) programmes at the €1 and €2 retail price points, seasonal and non-seasonal, designed to increase visibility and average transaction value at the shelf.
SCHÄFER
SCHÄFER completes the brand portfolio alongside MICHELINO, axentia, HEITECH, greemotion and TOP STAR. Range details on request.