Home looks forward: With new ownership, strengthened board of directors and the market entry in Austria, the traditional brand is reorganizing. The focus is on a clear vision: Home should grow as a strong Swiss brand – international.
After the withdrawal of Roger Koch from the operational business at the beginning of the year, the next consistent step in the development of the Heimat brand follows: Roger Koch says goodbye completely from the company. The entrepreneurial responsibility is now an independent group of investors who have been accompanying and developing the brand for several months.
Guide to the shoulder: Ex-Landi boss Heinz Wälti becomes the new advisory board and Sam Wüst brings reinforcements as a board of directors
A central pillar of this realignment is the targeted expansion of the board of directors. With Heinz Wälti, Heimat Manufaktur AG is getting a proven connoisseur of Swiss trade to the Board of Directors. The former Landi CEO knows how to put a company on stable legs and position brands in such a way that they arrive at the customer. In his 25 years at Landi, he not only responsible for expanding the huge branch network, but also numerous range of assortment and structural switch positions that still have an impact today. Its strength lies in not thinking strategic topics, but always with reference to the reality of customers. This is exactly what he brings in at home: “I see a brand with a soul at home – and a huge potential if you develop it cleverly. My goal is to support the team in reconciling and growth,” said Wälti.
Another key role takes over the entrepreneur Sam Wüst, who owners the SFH Swiss Financial Holding AG and managing director of the Industriepark.sg. Wüst introduces his extensive expertise in strategy, expansion and SME leadership into the committee. Among other things, he also works on Bufis AG and Bambolino AG’s administrative councils. “Home stands for quality and origin. We ensure that these values remain visible in the next growth phase,” explains Sam Wüst.
International expansion: Home starts in Austria
In parallel to the structural realignment, Heimat has completed the next expansion step: With the market entry in Austria, the first milestone of the international strategy has been reached. The background is a statutory new regulation that allows the sale of cannabis flowers exclusively through state -licensed transformers. Home is currently the only established premium brand that is present in this regulated sales channel across Austria – and without online competition, but with legal sales security.
FAQ to realign home and for the market entry in Austria
What has changed structurally at home?
Home was completely handed over to an independent group of investors in early 2025. This has been accompanying the brand for several months and is now consistently driving the strategic development with clear focus on growth, governance and internationalization.
Who strengthens the management team?
In the course of the realignment, the committee was expanded in a targeted manner:
- Heinz Wältiformer CEO of the Landi Group, reinforced home as an advisory board. It brings for decades of experience from trade, structure structure and brand management – always with grapes and closeness to customers.
- Sam WüstEastern Switzerland entrepreneur and managing director of the St. Gallen industrial park, was appointed to the Board of Directors. He is responsible for strategic topics related to expansion, SME leadership and sustainable market positioning.
Why is Roger Koch’s withdrawal significant?
With the complete withdrawal from Roger Koch, a formative construction phase ends. The entrepreneurial responsibility now lies with a newly established management team that has developed home strategically and structurally – with a clear view of scaling, compliance and international presence.
What role does the Austrian market play?
Austria marks the first milestone of international expansion. Since a final judgment of the Federal Finance Court in March 2025 a new legal regulation applies: Cannabis flowers may only be sold through state -licensed transformers.
The entire Online trade and existing cannabis shops in stationary retail were closed nationwide. Consumer: have been inside since then Only a regulated and legal source of supply – the transformer. For providers like home, this means: A clearly regulated, protected sales channel with nationwide visibility, legal security and without digital competition.
As the only established premium brand with a national listing in this system, home is strategically positioned – with direct access to customers and exclusive market access in a clearly defined sales environment.
What is a transformer?
Traffics are state -licensed specialty shops for the sale of tobacco products – and an integral part of public life in Austria. There are around 5,000 toilets across the country. Since a legally binding court ruling in March 2025, non -exhilarating cannabis flowers in Austria have been a tobacco replacement – and may only be sold through state -licensed to -law. The online trade and specialized cannabis shops were discontinued. This not only offers tobaccoat availability, but also legal clarity and consumer protection at a high level.
What does the new sales model for consumers mean: inside?
Due to the exclusive listing in tobaccoons, local products in Austria are legally and directly accessible. Online sales are prohibited – sales are controlled, comprehensible and close to customers.
How does home remain true to his origin?
Despite the international orientation, home remains firmly rooted in Switzerland. Production, quality standards and brand identity are still based on natural craft and real swissness – with the aim of making values such as origin, honesty and authenticity noticeable in every product.
What is the long -term goal of the home?
Home wants to establish itself as an international reference brand of natural products – supported by a strong leadership, sustainable strategy and the aim of making quality, clarity and origin can be experienced in every product.