About Managing Brands & and World-wide Growth
Managing partner Dr. Hermann Wirtz has been at the helm of the perfume house MÄURER & WIRTZ for over 21 years. In this interview, he tells us about the company’s strategic focus and reveals what the future holds for MÄURER & WIRTZ.
Quo vadis MÄURER & WIRTZ – what goals have you set for next few years?
Hermann Wirtz: Our aim is to build a bridge between the past and the future. Because we are able to look back on a highly successful company tradition it is all the more important for us to keep moving forward. This includes continuing to build our market position both on the domestic market and internationally. At the same time, we are committed to preserving our positive heritage, and this includes our tradition as a family company.
In the next few years we will be aiming to drive forward the company’s increasing internationalisation. We aim to continue to strengthen our existing, successful partnerships and gain new partners, especially in the Prestige segment. We also see great potential for our own brands, which include Tabac Original, Tosca, Nonchalance, naturally, 4711, NOUVEAU COLOGNE and ACQUA COLONIA, both on the domestic and the international markets. We are currently working on promising line extensions and sub-brands.
At the beginning of 2011 MÄURER & WIRTZ revealed details of the company’s new strategic alignment. What has changed, and what motivated the company to take this step?
Hermann Wirtz: The key change has been the introduction of three restructured corporate units. The segment BEAUTY stands for our own classic fragrances (including Tabac Original, Tosca, Nonchalance) as well as our popular licensed products from the world of fashion like s.Oliver, Betty Barclay und Otto Kern. The PRESTIGE unit looks after our premium fragrances in the select segment. For the products from Cologne’s Glockengasse, such as 4711 Original Eau de Cologne, NOUVEAU COLOGNE and the ACQUA COLONIA range, we have set up the 4711unit.
This step was necessary in order to adapt the company to the diverse needs of the market. The new structure shows very clearly that we are completely at home both in the bridge and the premium segment, and that we can offer our partners customised solutions for both markets. It is a move that sees us laying the foundation stone for continued success.
Where do you see the main opportunities on the international market?
Hermann Wirtz: We see potential for international growth in all three corporate units. With the PRESTIGE unit, we plan to expand globally and gain new, international partners in the luxury segment. For the BEAUTYunit we see Europe as our main growth market. In the 4711 unit we aim to continue to establish our iconic 4711 Original Eau de Cologne as well as NOUVEAU COLOGNE and our ACQUA COLONIA range as successful traditional brands on the international market.
What are MÄURER & WIRTZ’s unique strengths?
Hermann Wirtz: MÄURER & WIRTZ is exceptionally successful in brand management and stewardship. In fact, it is precisely this skill that has allowed us to position ourselves as a strong brand. We know where additional growth potential lies and we fully intend to exploit it successfully. Our family company structure is a great asset here, because the unity of ownership, management and risk guarantees long-term planning - and that is the best possible condition for further growth.
We are sufficiently large to be an international player. At the same time we are small enough to be exceptionally flexible and able to respond rapidly to change.