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 heart is a clear vision: Heimat is to grow as a strong Swiss brand, and to do so internationally.
Following Roger Koch's withdrawal from operational business at the start 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.
A forward-looking alliance: former Landi CEO Heinz Wälti joins the advisory board and Sam Wüst strengthens 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 its advisory board. The former Landi CEO knows how to put a company on a stable footing and position brands so that they resonate with customers. In his 25 years at Landi, he was responsible not only for expanding the vast branch network, but also for numerous product range developments and structural decisions that still have an impact today. His strength lies in never thinking about strategy in the abstract, but always in relation to the reality of the customer. That is exactly what he now brings to Heimat: "I see Heimat as a brand with soul and enormous potential, if it is developed wisely. My goal is to help the team balance staying grounded with growth," says Wälti.
Another key role is taken on 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. Among other roles, he also sits on the boards of directors of Bufis AG and Bambolino AG. "Heimat stands for quality and provenance. We will make sure these values remain visible in the next growth phase too," explains Sam Wüst, the newly elected member of the board of directors of Heimat Manufaktur AG.
International expansion: Heimat launches in Austria
Alongside the structural realignment, Heimat has taken the next step in its expansion: with its entry into the Austrian market, the first milestone of its international strategy has been reached. The background is a new legal regulation that allows CBD cannabis flowers to be sold exclusively through state-licensed tobacconists ("Trafiken") (Note: currently only CBD flowers are available in Trafiken. Tobacco products are not yet available. Unfortunately, online orders are not permitted by law in Austria.)
Heimat is currently the only established premium brand present throughout Austria in this regulated sales channel, with no online competition but with legal certainty in distribution.
FAQ on Heimat's realignment and its entry into the Austrian market
What has changed structurally at Heimat?
At the beginning of 2025, Heimat was handed over in full to an independent group of investors. This group has already been supporting the brand for several months and is now consistently driving its strategic development with a clear focus on growth, governance and internationalisation.
Who is strengthening the leadership team?
As part of the realignment, the board has been expanded in a targeted way:
- Heinz Wälti, former CEO of the Landi Group, joins Heimat as a member of the advisory board. He brings decades of experience in retail, building structures and brand management, always down to earth and close to the customer.
- Sam Wüst, Eastern Swiss entrepreneur and managing director of Industriepark St. Gallen, has been appointed to the board of directors. He is responsible for strategic topics around expansion, SME management and sustainable market positioning.
Why is Roger Koch's withdrawal significant?
Roger Koch's complete withdrawal marks the end of a formative start-up phase. Entrepreneurial responsibility now lies with a newly formed leadership team that is developing Heimat further, both 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 of the international expansion. Since a final ruling by the Federal Finance Court in March 2025 a new legal regulation applies: cannabis flowers may now only be sold through state-licensed Trafiken.
All online retail as well as existing brick-and-mortar cannabis shops have been closed nationwide. Since then, consumers have had only one regulated and legal source: the Trafik. For suppliers like Heimat, this means: a clearly regulated, protected sales channel with nationwide visibility, legal certainty and no digital competition.
As currently the only established premium brand with a national listing in this system, Heimat is strategically very well positioned: with direct access to customers and exclusive market access in a clearly defined sales environment.
What is a Trafik?
Trafiken are state-licensed specialist shops for the sale of tobacco products and a fixed part of public life in Austria. There are around 5,000 Trafiken across the country. Since a final court ruling in March 2025, non-intoxicating cannabis flowers have been classified in Austria as a tobacco substitute and may only be sold through state-licensed Trafiken. Online retail and specialised cannabis shops have been discontinued. Trafiken therefore offer not only nationwide availability, but also legal clarity and a high level of consumer protection.
What does the new sales model mean for consumers?
Thanks to the exclusive listing in Trafiken, Heimat products in Austria are legally compliant, safe and directly accessible. Online sales are prohibited. Distribution is controlled, traceable and close to the customer.
How does Heimat stay true to its roots?
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, backed 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