The Hela success story begins on 13 May 1905 in Hamburg Barmbek. The young Otto Hermann Laue, merchant in Hamburg, takes over the limited partnership Carl H. Rose & Co. The 1879-born son of a farmer from Schafau in Prussia begins as early as 1893 as an apprentice with Carl Heinrich Rose in the shop at Bachstrasse 155, where he learns from scratch how to trade in medicinal herbs and chemicals.
In 1906 he changes the company name to Hermann Laue, or Hela for short. The young entrepreneur states that the purpose of the company is the trade in spices.