Heimat is looking ahead: With new ownership, a strengthened board of directors, and its entry into the Austrian market, the long-established brand is repositioning itself. At its core is a clear vision: Heimat is to grow as a strong Swiss brand – internationally.
Following Roger Koch's withdrawal from operational business at the beginning of the year, the next logical step in the development of the Heimat brand is now underway: Roger Koch is leaving the company completely. Entrepreneurial responsibility now lies with an independent group of investors who have been supporting the brand and developing it strategically for several months.
Groundbreaking alliance: Former Landi boss Heinz Wälti becomes new advisory board member and Sam Wüst brings reinforcements to the board of directors
A central pillar of this realignment is the targeted expansion of the board. With Heinz Wälti, Heimat Manufaktur AG is bringing a proven expert in Swiss retail onto the advisory board. The former Landi CEO knows how to put a company on a stable footing and position brands in a way that resonates with customers. In his 25 years at Landi, he was responsible not only for the expansion of the vast branch network, but also for numerous product range developments and structural decisions that continue to have an impact today. His strength lies in thinking about strategic issues not in isolation, but always with reference to the reality of the customer. This is precisely what he now brings to Heimat: "I see Heimat as a brand with soul – and enormous potential if it is cleverly developed further. My goal is to support the team in balancing down-to-earthness with growth," says Wälti.
Another key role is played by Eastern Swiss entrepreneur Sam Wüst, co-owner of SFH Swiss Financial Holding AG and Managing Director of Industriepark.sg. Wüst brings his extensive expertise in strategy, expansion, and SME management to the board. He also serves on the boards of directors of Bufis AG and Bambolino AG, among others. "Heimat stands for quality and provenance. We ensure that these values remain visible in the next growth phase," explains Sam Wüst, the newly elected board member of Heimat Manufkatur AG.
International expansion: Heimat launches in Austria
In parallel with the structural realignment, Heimat has taken the next step in its expansion: With its market entry into Austria, it has reached the first milestone in its international strategy. This is due to a new legal regulation that allows the sale of cannabis flowers exclusively through state-licensed tobacco shops. Heimat is currently the only established premium brand with a nationwide presence in this regulated distribution channel – without any online competition, but with legal sales security.
FAQ on the reorientation of Heimat and market entry in Austria
What has changed structurally at Heimat?
Heimat was fully handed over to an independent group of investors at the beginning of 2025. This group has been supporting the brand for several months and is now consistently driving its strategic development with a clear focus on growth, governance, and internationalization.
Who will strengthen the management team?
In the course of the reorientation, the committee was specifically expanded:
- Heinz Wälti , former CEO of the Landi Group, joins Heimat as an advisory board member. He brings decades of experience in retail, structural development, and brand management – always with a down-to-earth approach and close customer service.
- Sam Wüst , an Eastern Swiss entrepreneur and managing director of the St. Gallen Industrial Park, has been appointed to the Board of Directors. He is responsible for strategic issues related to expansion, SME management, and sustainable market positioning.
Why is Roger Koch’s withdrawal significant?
With Roger Koch's complete retirement, a formative development phase comes to an end. Entrepreneurial responsibility now lies with a newly formed management team, which will further develop Heimat strategically and structurally – with a clear focus on scaling, compliance, and international presence.
What role does the Austrian market play?
Austria marks the first milestone in the company's international expansion. Since a legally binding ruling by the Federal Finance Court in March 2025 a new legal regulation applies: Cannabis flowers may only be sold through state-licensed tobacco shops .
The entire Online retailers and existing cannabis shops in brick-and-mortar retail stores have been closed nationwide . Consumers have since only one regulated and legal source of supply - the tobacconist . For providers like Heimat, this means: a clearly regulated, protected distribution channel with comprehensive visibility, legal security and no digital competition .
As the only established premium brand with a national listing in this system, Heimat is strategically excellently positioned – with direct access to customers and exclusive market access in a clearly defined sales environment.
What is a tobacconist?
Tobacco shops are state-licensed specialty stores for the sale of tobacco products and are an integral part of public life in Austria. There are approximately 5,000 tobacco shops throughout the country. Since a legally binding court ruling in March 2025, non-intoxicating cannabis flowers have been considered a tobacco substitute in Austria and may only be sold through state-licensed tobacco shops. Online sales and specialized cannabis shops have been discontinued. Tobacco shops thus offer not only widespread availability but also legal clarity and a high level of consumer protection.
What does the new sales model mean for consumers?
Thanks to exclusive listings in tobacconists, Heimat products are legally compliant, safe, and directly accessible in Austria. Online sales are prohibited – distribution is controlled, traceable, and close to the customer.
How does home remain true to its origins?
Despite its international focus, Heimat remains firmly rooted in Switzerland. Production, quality standards, and brand identity continue to be based on natural craftsmanship and genuine Swissness, with the aim of making values such as origin, honesty, and authenticity tangible in every product.
What is the long-term goal of the Heimat brand?
Heimat aims to establish itself as an international reference brand for natural products – supported by strong leadership and a sustainable strategy.
Press contact:
Heimat Manufaktur AG
Communication & Media Relations
Morgentalstrasse 4b, 9323 Steinach SG
Phone +41 71 446 12 12
www.heimatmanufaktur.ch
