Mäurer & Wirtz Strategie

Corporate Strategy of Mäurer & Wirtz

The Bridge between Tradition and Zeitgeist

Despite our long-standing company tradition, we remain dynamic – and thus achieve sustainable growth.

Dynamic operation and sustainable growth: in the last ten years, Mäurer & Wirtz has proven that it can generate excellent sustainable growth. The foundation for this is our confidence which serves as a bridge between the past and the future. We proudly look back at the past. Furthermore, it is important to perpetually monitor trends and markets to stay in motion. This also calls for the national and international expansion of our market position, whilst preserving our values and strengths as a traditional family company.

“We are large enough for international operations, yet small enough to flexibly do business.”

Dr. Hermann Wirtz

The pillars of our success

Structuring the company into the three segments Beauty, Prestige and 4711 allows us to optimally adapt to the various requirements of the market. Mäurer & Wirtz feels at home in both the bridge and premium segments and we offer our partners custom solutions for both markets. We accomplish this through high quality, our degree of specialisation and the consistently passionate management of our brand portfolio. Focused on expansion, we prepare ourselves for market conditions and create opportunities to integrate new business areas as well as enter new markets – national and international. As a family company, we also always focus on the individual – a quality that has had a successful impact both internally and externally.

“We are able to cultivate new markets. For this, you must recognise their potential and use it.”

Dr. Hermann Wirtz

Wired for growth

We continually and vigorously strive for the further internationalisation of our brands, thereby strengthening our existing successful partnerships as well as winning new partners in all business segments. Our own brands also have a lot of potential in national and international markets, which is why we are working on innovative line extensions and sub-brands – with this we lay the foundation for continued success in the future.