Revamp of Heimat: New Ownership, Strengthened Leadership, and Market Entry in Austria
In a move towards a fresh direction, the time-honored brand Heimat is looking ahead with new ownership, a strengthened board of directors, and its market debut in Austria. The focal point is a clear vision: Heimat aims to grow as a strong Swiss brand – internationally.
Following Roger Koch’s withdrawal from the operational business at the beginning of the year, the next significant step in Heimat’s evolution is now taking place: Roger Koch is bidding farewell to the company entirely. The entrepreneurial responsibility is now in the hands of an independent group of investors who have been supporting the brand for several months and driving its strategic advancement.
Turning Point Collaboration: Former Landi CEO Heinz Wälti Joins as Advisor, Sam Wüst Strengthens as Board Member
A key pillar of this realignment is the deliberate expansion of the board of directors. With the addition of Heinz Wälti, the Heimat Manufaktur AG brings in a seasoned expert in Swiss commerce. The former Landi CEO knows how to establish a company on solid ground and position brands to resonate with customers. His strength lies in grounding strategic matters in the realities of the consumer base. Heinz Wälti states, „I see Heimat as a brand with soul – and tremendous potential if smartly developed. My goal is to assist the team in balancing grounding and growth.“
Another key role is assumed by Eastern Swiss entrepreneur Sam Wüst, co-owner of SFH Swiss Financial Holding AG and Managing Director of Industriepark.sg. Wüst contributes his comprehensive expertise in strategy, expansion, and SME leadership to the board. He is also active in the boards of Bufis AG and Bambolino AG. Wüst emphasizes, „Heimat stands for quality and origin. We ensure that these values remain visible in the next phase of growth.“
International Expansion: Heimat Launches in Austria
Concurrently with the structural realignment, Heimat has taken the next step in expansion: the market entry into Austria marks the first milestone of the international strategy. This move is spurred by a legal reform allowing the sale of cannabis flowers exclusively through state-licensed tobacconists. Heimat is currently the only established premium brand present nationwide in this regulated distribution channel in Austria – without online competition but with legal distribution security.
FAQ on Heimat’s Realignment and Market Entry in Austria
Structural Changes at Heimat
At the beginning of 2025, Heimat was fully transferred to an independent group of investors. This group has been supporting the brand for several months and is now driving strategic development with a clear focus on growth, governance, and internationalization.
Team Strengthening
- Heinz Wälti, former CEO of Landi Group, joins Heimat as an advisor, bringing decades of experience in commerce, structural development, and brand management – always with a customer-centric approach.
- Sam Wüst, Eastern Swiss entrepreneur and Managing Director of Industriepark St. Gallen, is appointed to the board. He oversees strategic matters related to expansion, SME leadership, and sustainable market positioning.
Significance of Roger Koch’s Withdrawal
With Roger Koch’s complete withdrawal, a significant founding phase comes to an end. The entrepreneurial responsibility now lies with a newly positioned leadership team, strategically and structurally evolving Heimat with a clear focus on scaling, compliance, and international presence.
The Role of the Austrian Market
Austria marks the first milestone of international expansion. Since a conclusive ruling by the Federal Finance Court in March 2025, a new legal regulation states that cannabis flowers can only be sold through state-licensed tobacconists.
Online commerce and existing cannabis shops in retail have been closed nationwide. Consumers now have only one regulated and legal source – the tobacconist. For providers like Heimat, this means a clearly regulated, protected distribution channel with widespread visibility, legal certainty, and no digital competition.
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Press Contact
Contact Heimat Manufaktur AG for Communication & Media Relations at Morgentalstrasse 4b, 9323 Steinach SG, Tel. +41 71 446 12 12, or visit www.heimatmanufaktur.ch