Gericom

Gericom was an Austrian computer-equipment manufacturer headquartered in Linz, Upper Austria. Founded in 1990 by Hermann Oberlehner, the company built its business around consumer-oriented personal computers and portable computers rather than around a narrowly specialized enterprise technology segment. Its products were distributed through large electronics chains, supermarkets, and later the company’s own online shop, giving the brand unusually broad exposure among mainstream consumers in Austria and Germany and, more generally, in German-speaking Europe. The company’s early retail strategy relied on chains such as MediaMarkt and Saturn. In 1998, Gericom established a webshop, adding a direct sales channel to its retail presence. It subsequently expanded distribution through supermarkets and discount-oriented retailers, including Aldi, Hofer, Plus, and Lidl. This approach positioned Gericom as a value-focused, accessible computer brand that could reach buyers outside specialist computer stores. Its range included laptops and other computer equipment aimed at household and general consumer use. Gericom became a publicly traded company as Gericom AG in 2000. During the following years, the company attracted investment from the Oberlehner Private Foundation and Charles Dickson, an investor from Hong Kong. In 2004, Gericom considered selling almost 25 percent of its shares to the German computer manufacturer Medion, another company with strong exposure to retail and consumer computer sales. The proposed transaction was ultimately abandoned by founder Hermann Oberlehner. The brand’s position weakened substantially from 2007 onward. Sales declined sharply, while the company’s shares lost approximately 93 percent of their value between 2003 and 2008. Contemporary reporting associated the deterioration with declining product quality and unfavorable results in computer-magazine tests. Gericom products were frequently rated poorly in comparison tests, weakening consumer confidence and putting additional pressure on a business dependent on high-volume retail distribution. By 2008, annual revenue had fallen to approximately €30 million. A decisive ownership change took place in 2008, when Quanmax, Inc., a Taiwan-based computer manufacturer, acquired 61.32 percent of Gericom’s shares from Hermann Oberlehner and other interests associated with the company. Gericom AG was subsequently renamed Quanmax AG. The transaction effectively ended Gericom as an independent corporate brand, although the successor company continued operating as a publicly traded entity in Frankfurt. Quanmax AG later developed its own products independently of its Taiwanese owner and reported approximately €60 million in revenue with more than 150 employees in 2009. Gericom is therefore best understood as a former Austrian consumer-computer brand whose retail-led growth, public listing, quality problems, and eventual takeover culminated in its corporate conversion into Quanmax AG.

Gericom was established in 1990 in Linz, Austria, by Hermann Oberlehner. The company entered the consumer computer market with products intended for broad retail distribution, rather than relying exclusively on specialist information-technology dealers. Its products were sold through major electronics chains including MediaMarkt and Saturn. In 1998, Gericom created a webshop, giving it an early direct-to-consumer channel in addition to physical retail. The company later widened its distribution through supermarkets and discount retailers. Gericom products appeared in chains such as Aldi, Hofer, Plus, and Lidl, helping the brand reach price-sensitive household buyers. Its strongest recognition developed in German-speaking parts of Europe, where retail availability and promotional sales played an important role in consumer-computer purchasing. The company’s product portfolio centered on personal computers, particularly notebook computers and other consumer-oriented computer equipment. Gericom became publicly traded as Gericom AG in 2000. During its corporate development, the company received investment from the Oberlehner Private Foundation and from Charles Dickson, an investor based in Hong Kong. In 2004, Gericom explored a transaction under which German computer manufacturer Medion would acquire nearly 25 percent of its shares. The proposal was not completed because Hermann Oberlehner subsequently withdrew from the deal. The company’s performance deteriorated during the second half of the 2000s. From 2007, product sales declined dramatically. Gericom’s shares lost about 93 percent of their value between 2003 and 2008, reflecting the market’s loss of confidence in the business. Contemporary accounts linked the sales weakness partly to declining product quality. Computer magazines reportedly gave many Gericom products poor evaluations, with the brand often placing last in comparative tests. For a business dependent on high-volume retail placement, such assessments could damage both sell-through and retailer relationships. By 2008, Gericom’s annual revenue had fallen to approximately €30 million. In the same year, Quanmax, Inc., a Taiwan-based computer manufacturer, purchased a 61.32 percent majority stake from Hermann Oberlehner and associated interests. Following the acquisition, Gericom AG was renamed Quanmax AG. This change marked the end of Gericom as an independent company and effectively brought the Gericom corporate brand to a close. The successor, Quanmax AG, remained listed on the Frankfurt Stock Exchange and developed products independently from its Taiwanese owner. In 2009, it was reported to have generated approximately €60 million in revenue and employed more than 150 people. Gericom’s history therefore spans the rise of retail-oriented consumer computing, early online sales, an unsuccessful strategic investment proposal, a quality-and-sales crisis, and eventual absorption into a new corporate identity.

• 2008

  Quanmax takes control

  [1]Gericomen.wikipedia.org

  Quanmax acquired 61.32 percent of Gericom’s shares, after which Gericom AG was renamed Quanmax AG.

• 2004

  Proposed Medion investment is cancelled

  [1]Gericomen.wikipedia.org

  A plan for Medion to acquire nearly 25 percent of Gericom’s shares was abandoned by founder Hermann Oberlehner.

• 2000

  Gericom AG goes public

  [1]Gericomen.wikipedia.org

  The company became publicly traded under the name Gericom AG.

• 1998

  Webshop established

  [1]Gericomen.wikipedia.org

  Gericom added an online shop to its distribution model, complementing sales through electronics chains and later supermarket retailers.

• 1990

  Company founded in Linz

  [1]Gericomen.wikipedia.org

  Hermann Oberlehner founded Gericom in Linz, Upper Austria, establishing the company as an Austrian computer-equipment manufacturer.

A value-oriented consumer computer brand distributed through major electronics retailers, supermarkets, discount chains, and its own online shop, with particular visibility in German-speaking Europe.

• Consumer laptops

  Gericom notebooks

  Gericom’s most visible products were consumer notebook computers sold through mass-market electronics retailers and supermarket channels. They were aimed primarily at household and general-purpose users and formed an important part of the company’s retail identity in German-speaking Europe. The notebooks were frequently sold through promotional retail programs, including channels associated with discount supermarkets.

• Desktop computer systems

  Gericom personal computers

  Gericom also sold desktop personal computer systems and related computer equipment as part of its broader consumer hardware portfolio. These products supported the company’s strategy of offering accessible computer technology through large retail chains rather than limiting distribution to specialist dealers.

• Computer peripherals and accessories

  Gericom computer equipment

  Beyond complete computers, the Gericom brand covered associated computer equipment and accessories. The available reference material does not identify a sufficiently detailed set of individual peripheral product families, but these products complemented its notebook and desktop offerings in consumer retail environments.

• 2008

  Sale of majority stake to QuanmaxM&A

  Background

  Gericom was under severe commercial pressure, with sharply lower sales, a major fall in share value, and reported quality concerns affecting product-test performance.

  Action taken

  Quanmax, Inc. purchased 61.32 percent of Gericom’s shares. Gericom AG was then renamed Quanmax AG.

  Aftermath

  The Gericom corporate identity was discontinued and the successor company continued under the Quanmax AG name.

  Annual revenue. Approximately €30 million (2008)

  Source

• 2004

  Abandonment of proposed Medion share saleM&A

  Background

  Gericom considered selling nearly 25 percent of its shares to German computer manufacturer Medion. The proposal arose while both companies operated in closely related retail-oriented consumer-computer markets.

  Action taken

  Founder Hermann Oberlehner aborted the proposed transaction, so Medion did not acquire the planned minority stake.

  Aftermath

  Gericom continued independently until Quanmax acquired a majority stake in 2008.

  Source

1. 1Gericomen.wikipedia.org