Steinhoff International

A multinational holding company that is dual listed in Germany and South Africa. Its holdings are in the retail sector, primarily in furniture and household goods, and include a 43,8% stake in South Africa's Pepkor group.


Retail and Consumer Goods  

Steinhoff International is a global retail conglomerate that was founded in South Africa in 1964. The company initially focused on furniture and household goods retail but expanded its operations to encompass a wide range of products and brands. Steinhoff became one of the world's largest retailers, with a presence in multiple countries and a diverse portfolio of retail chains.

One of Steinhoff's key strategies was its aggressive acquisition approach, which allowed it to rapidly expand its global reach. The company acquired various retail chains across different sectors, including furniture, clothing, household goods, and general merchandise. Some of its well-known brands included Conforama, Pepco, Mattress Firm, Poundland, and Fantastic Furniture, among others.

However, in late 2017, Steinhoff faced a major crisis when allegations of accounting irregularities and financial misconduct came to light. These revelations led to a sharp decline in the company's stock price and market value. As a result, Steinhoff's leadership underwent significant changes, and investigations into the alleged financial misconduct were launched.

The scandal had far-reaching consequences, including legal battles, financial losses for investors, and a substantial restructuring of the company's operations. Steinhoff embarked on a complex process to stabilize its financial situation, sell non-core assets, and address the fallout from the scandal. The company's reputation suffered, and its once-high market capitalization significantly diminished.

The Steinhoff scandal served as a cautionary tale about corporate governance, financial oversight, and the potential risks associated with rapid expansion through acquisitions. It highlighted the importance of transparent and accurate financial reporting, as well as the need for investors and stakeholders to conduct thorough due diligence when investing in large corporations.


Steinhoff International's history is marked by a journey from a small furniture retailer in South Africa to a global conglomerate with a vast retail presence across various countries. Here's an overview of its history:

1960s - 1980s: Early Beginnings and Growth

  • Steinhoff was founded in 1964 by Bruno Steinhoff in Westerstede, Germany. It initially operated as a small furniture store.
  • In the late 1980s, Bruno Steinhoff acquired a South African retail company, Gommagomma, which marked the beginning of the company's expansion beyond Germany.

1990s: Expansion and Diversification

  • Steinhoff continued its expansion through acquisitions of various retail chains in Europe, Africa, and other parts of the world.
  • The company diversified its product range beyond furniture, adding clothing, household goods, and general merchandise to its portfolio.
  • Steinhoff made its initial public offering (IPO) on the Johannesburg Stock Exchange in 1998.

2000s: Global Growth and Acquisitions

  • Steinhoff entered into partnerships and acquired numerous retail brands across different sectors. This expansion strategy led to a significant increase in its global presence.
  • The company established itself as one of the world's largest retailers, with operations in Europe, Africa, Asia, and the Americas.
  • Steinhoff's acquisition of companies like Conforama and Pepkor Holdings further solidified its position as a global retail conglomerate.

2010s: Challenges and Crisis

  • The early 2010s saw Steinhoff continuing its aggressive acquisition strategy, becoming a household name in many countries.
  • However, in December 2017, the company faced a major crisis when allegations of accounting irregularities and financial misconduct surfaced.
  • The revelations led to a sharp decline in Steinhoff's stock price, and its CEO resigned. Investigations were launched into the alleged financial wrongdoing.

Post-2017: Restructuring and Rebuilding

  • Steinhoff underwent a complex and ongoing process of financial restructuring to stabilize its operations and address the fallout from the scandal.
  • The company sold off non-core assets and brands to reduce debt and improve its financial position.
  • Legal battles ensued as shareholders and investors sought compensation for their losses resulting from the scandal.
  • Steinhoff aimed to regain trust and rebuild its reputation through transparency and improved corporate governance practices.

Throughout its history, Steinhoff International evolved from a modest furniture retailer into a global retail powerhouse through a combination of acquisitions and diversification. While its expansion strategy brought it success for many years, the scandal that emerged in 2017 exposed serious issues within the company and significantly impacted its trajectory. The aftermath of the scandal has involved complex legal and financial maneuvers as Steinhoff works to recover and reshape its future.


Steinhoff International's mission has been to provide customers with a diverse range of quality products and value-driven offerings across various retail sectors. The company aimed to achieve this by leveraging its global presence, efficient supply chain, and portfolio of brands to deliver affordable and accessible goods to consumers around the world. While the company faced challenges and setbacks, its core mission remained centered on offering customers a wide selection of products that meet their needs and preferences.


Steinhoff International's vision was to be recognized as a leading global retailer that delivers value, choice, and convenience to customers across different markets. The company aspired to achieve sustainable growth by leveraging its diverse portfolio of brands, efficient operations, and innovative approaches to meet the evolving demands of consumers. This vision aimed to position Steinhoff as a trusted and preferred choice for customers seeking a wide range of affordable and quality products, while also striving to uphold strong corporate governance and ethical practices.

Key Team

Theodore De Klerk (CFO )

Thomas Desmettre (Design Manager )

Marianna Hofmey (Head Of Tax )

Enrico Liebenberg (CIO )

Markus Jooste (CEO )

Products and Services

Steinhoff International offered a wide range of products and services across various retail sectors, catering to diverse consumer needs and preferences. Its extensive portfolio of brands encompassed everything from furniture and home goods to clothing, electronics, and general merchandise. Some of the key product categories and services offered by Steinhoff included:

1. Furniture and Home Goods:

  • Steinhoff was initially known for its furniture retail operations, offering a variety of styles, designs, and price points to cater to different customer preferences.
  • Home goods such as bedding, kitchenware, decor, and appliances were also part of its offerings, creating a comprehensive shopping experience for customers looking to furnish and accessorize their homes.

2. Clothing and Apparel:

  • The company expanded into the clothing and apparel sector through various retail chains. It offered clothing for men, women, and children, along with accessories and footwear.

3. General Merchandise:

  • Steinhoff's retail presence extended to general merchandise, including everyday essentials, electronics, beauty products, and more.
  • The company aimed to provide consumers with a convenient one-stop shopping experience for a wide range of everyday needs.

4. Specialty Stores:

Steinhoff International
Leadership team

Bruno Steinhoff (Founder)

Markus Jooste (CEO )


Retail and Consumer Goods

Products/ Services
Clothing and footwear, accessories and homewar
Number of Employees
Above 50,000
Company Type
Public Limited Company
Company Registration
Traded as
Social Media

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