The traditional company Hans Hassler is at an end

With the bankruptcy of Hans Hassler AG, a company history spanning over 130 years has come to an end. The company's demise came as a complete surprise to the employees.
 

A Zug-based brand steeped in tradition has come to an end: Hans Hassler AG, widely known as a specialist in floor coverings and curtains, has become bankrupt. On Tuesday afternoon, the approximately 80 employees at the Zug location on the Chamerstrasse were laid off "without warning," as the "Blick" newspaper first reported on Wednesday. According to an employee who wishes to remain anonymous, there had been no information or warnings whatsoever about the situation of the company. He and his colleagues were "completely surprised by the bankruptcy."

The Zuger Zeitung newspaper reached the company owner and Chairman of the Board, Urs Steinegger, by telephone on Wednesday afternoon. He spoke softly; he would have preferred to say nothing at all. The end of the over 130-year-old company clearly affects him deeply. "My thoughts are with the employees and their families," he later wrote. "I’m aware of their despair and fear, and hope that they will soon regain confidence and be able to find suitable employment again."

"Victims of ruinous competition"
Urs Steinegger tried until the very end to raise the necessary capital - in vain. He declined to reveal who he had approached. "That remains confidential." As the main reasons for the bankruptcy, the FDP politician from Aargau cites the low margins and the intense competition within his industry over the past few years.

The flooring business is considered highly competitive, and sales are declining. "As a specialist retailer, we have essentially become victims of the cut-throat competition in the flooring market," he added.

Modern, covering-free flooring, in particular, poses a significant challenge to traditional flooring contractors. The Hans Hassler company attempted to counter this with a wide product range, consulting services, on-site installation, and a specialisation in parquet flooring. The company had more than 50 vehicles in constant use for this purpose.

The company's closure affects not only its headquarters in Zug, but also its branches in Aarau, Zurich, and Kriens. The Zurich location, on the other hand, has been inactive for some time, says Urs Steinegger. Now the others are closing as well. A recorded message at the Aarau branch states: "Our business is now permanently closed."

Immediately at a standstill: the company vehicles of Hans Hassler AG        Photo: Dominik Wunderili
FDP politician and entrepreneur: Urs Steinegger                  Photo: supplied
View of the Zug headquarters of Hans Hassler AG               Photo: Dominik Wunderili
 

Navigating the World Wars
The company, with roots in Aarau, can look back on an eventful history. "Hans Hassler & Co." was founded in Aarau in 1894 by Hans Hassler-Schmid, the son of a tanner and leather merchant. He initially specialised in trading linoleum flooring and (Oriental) carpets. When the First World War brought business to a standstill, the company switched to manufacturing dress fabrics.

After Hans Hassler's death, his widow Ida initially took over as head of the company, followed a few years later by her son-in-law, Werner R. Britschgi-Hassler. Cork parquet flooring was added to the product range during the Second World War.

Hans Werner Britschgi joined the company in the 1950s, the headquarters in Aarau was expanded, and a central wholesale warehouse was established in Buchs, Aargau. In 1984, the business was split into wholesale (now Decorado AG in Buchs) and retail (Hans Hassler AG).

Urs Steinegger, from Strengelbach in canton Aargau, purchased Hans Hassler AG in 2001, due to the lack of a family successor. Shortly thereafter, he also acquired Parkett-Maier AG in Zurich for the same reason. The two companies continued to operate as sister companies and as a corporate group.

The future of Parkett-Maier AG remains unclear. When asked, Urs Steinegger stated that the final decision is still pending. The company, which specialises in parquet flooring, currently employs around 20 people in Zurich.

Hans Hassler AG has been based in Zug for almost two decades. The move took place in 2008, as can be seen in the Commercial Register. And this is where the company's history now comes to an end. "It's incredibly sad about the company with its long and eventful history," says Urs Steinegger.

Warning signal to the industry
The owner sees the bankruptcy not only as a severe blow to all those affected, but also as a warning to all competitors: "Hopefully, this will at least be seen as a clear signal that the current supply and demand situation in the industry cannot continue as it is."