The key to increasing value? Technology.
This is especially true for companies in the portfolios of private equity funds. Amann Girrbach is an outstanding example of this. Together with us, the company, supported by Project A as a strategic investor, has built its digital sales platform.
Amann Girrbach is a leading company in the field of digital dental technology with a focus on CAD/CAM technologies. Since its founding in 2004 through the merger of Girrbach Dental Germany and Amann Dental Austria, the company has not stopped moving forward. In 2009, it introduced the first fully integrated CAD/CAM system for dental laboratories and has been growing ever since. The private equity company Project A has been an investor in Amann Girrbach since 2022.
As an experienced Spryker agency, Turbine Kreuzberg completed the implementation of Amann Girrbach's online platform, as well as helped in developing the new sales channel strategically. The new storefront not only enabled Amann Girrbach to digitize its existing business, but also to enter new markets. The digital sales channel marked the starting point for the company's expansion into the US market and generates an average yearly turnover of around €10 million.
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“We primarily sell consumables and accessories (recurring revenue) via our store, but not our CAD/CAM devices (capital goods), which require in-depth consultation. In concrete terms, this means that our customers place their replenishment orders again and again via the platform,” says Sebastian Wegscheider, Global Director Marketing and Digital at Amann Girrbach. “The technology we use makes this possible and therefore plays a major role in our continuous performance.”
Amann Girrbach
Development of the digital sales channel and advice on increasing technological value
Turbine Kreuzberg began by optimizing Amann Girrbach's commerce structures. This enabled new go-to-markets for Amann Girrbach due the global setting of its new store. In addition, product data management was redesigned, as well as backend processes and customer service optimized. Overall, the platform has improved the customer journey, as orders could now be placed digitally – no longer just by phone or fax. And all this during ongoing operations.
“The project was launched in an agile team setup and quickly led to lasting results. We were able to establish the store in our core markets within six months. We wanted an experienced partner for the project who already had in-depth experience with Spryker. Turbine Kreuzberg fully met this profile,” Wegscheider continues. “As a technology partner, Turbine Kreuzberg is able to take a holistic view of the project and knows the software inside out. We are more than satisfied with the result.”
“Almost every company can gain value by improving existing infrastructure or introducing new channels. Technology is becoming an increasingly important factor as a value driver,” explains Daniel Ristig, Director New Business & Strategic Partnerships at Turbine Kreuzberg. “Financial restructuring or strategic realignment naturally remain important levers. However, private equity companies should focus also on the underlying technology of their portfolio companies. The common measures to increase value – improving operational efficiency, better decision-making or process optimization – are all based on data and technology nowadays.”
On the verge of becoming a big player
Thanks in part to the improved commerce platform, Amann Girrbach was able to expand its laboratory business and drive forward its entry into the dental market. By focusing on a holistic digital workflow, Amann Girrbach positioned itself as a global pioneer in the field of digital dental prosthetics. Developments that were also well received by Project A.
"Technology is one key driver for value creation and will play an even more important role in the future."
Stephan Schulze
CTO and Managing Director, Project A
“We see Project A as a long-term partner that provides operational support to its portfolio companies as they grow. Optimizing the technological infrastructure is often a big part of this,” says Stephan Schulze, CTO and Managing Director of Project A. ”We firmly believe that technology is one of the main drivers of value creation in almost every industry and will become increasingly important.”
“Projects like the one for Amann Girrbach show how much technology-driven growth strategies can increase the value of PE investments,” Daniel Ristig continues. “Recognizing these opportunities requires a great deal of skill and often leads to the evaluation of complex software architectures and in-depth analysis of the code. This requires experience – our teams are able to uncover potential for improvement, because we have been developing and implementing such applications ourselves for many years.”
Want to
know more?
Daniel Ristig
Director New Business & Strategic Partnerships
daniel.ristig@turbinekreuzberg.com
+49 160 78 6464 7
