German electronic giants split: Lenovo retains PC, Aldi Talk returns to the startup team

[ Gearbest Technology News] Gearbestlearned from German media,Chinese technology giant Lenovo recently handed over most of the business of German electronics brand Medion (formerly known as “Aldi Computer”) to its founder Gerd Brachmann. The split is based on product line division: Lenovo retains its lucrative personal computer business (including the Medion and Erazer brands), while Brahman regains control of household appliances, TV equipment, wearable devices and mobile communications service Aldi Talk.

Lenovo

The newly established Medion GmbH company also takes over the marketing, distribution and logistics business of Lenovo PC products, and Lenovo will provide support as an OEM supplier. According to German media reports, the transaction was completed in early August. Most of the original company's 350 employees were transferred to new entities, and only 23 remained at Lenovo. The net assets of the divested non-PC business are valued at approximately 160 million euros.

Medion was founded in 1983 by Brahmann and became famous in 1996 by supplying customized computers for supermarket chain Aldi. In 1997, its models equipped with Intel Pentium processors triggered a rush to buy, and even customers competed for inventory with weapons. The company's revenue peaked at 3 billion euros in 2003. In 2011, Brahmann still served as manager after selling his majority stake to Lenovo for 629 million euros.

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Analysis pointed out that the split has made both parties focus on core areas: Lenovo strengthens its PC business, while Brahman regains business autonomy in the consumer electronics field. Although the return to the startup structure may bring new opportunities, Medion still needs to seek breakthroughs in a fierce market dominated by e-commerce and international giants.

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