First major appointment following the merger of Mäurer & Wirtz with Classic Parfums and The Nose Behind
By appointing Thomas Rieder, Classic Parfums and The Nose Behind are filling a key role for the next phase of growth in their core segment of luxury and niche fragrances. For Group CEO Stephan Kemen, the appointment marks another milestone on the path to becoming a Global House of Perfumes: “Step by step, we are moving closer to our vision of creating a group of companies that functions like a platform with its own ecosystem: autonomous, self-sufficient organisations that are specialised and operate independently while also being able to access all the Group’s services and strengths. Herbert Stricker and I are delighted to have secured Thomas Rieder’s support in achieving this vision and the tasks ahead.”
The highly experienced industry expert and proven top manager in the selective retail sector, who previously worked for Parfums Christian Dior/LVMH and Clarins, among others, is set to strengthen partnerships with international brand partners, strategically expand the portfolio and tap into further potential within the selective retail sector. In appointing Thomas Rieder, Classic Parfums and The Nose Behind are sending a clear signal regarding their ambitious growth plans following the merger with Mäurer & Wirtz.
A Global House of Perfumes with expertise in specific segments
Even following their acquisition by Mäurer & Wirtz, Classic Parfums and The Nose Behind continue to operate independently on the market – maintaining their own identity, close ties with brand partners and a clear specialisation in luxury and niche fragrances. As Chief Sales Officer, Thomas Rieder reports to Herbert Stricker, CEO of Classic Parfums and The Nose Behind; Stricker is responsible for the unit within the Mäurer & Wirtz Group that specialises in luxury and niche fragrances, alongside Group CEO Stephan Kemen. This ensures that responsibilities are clearly defined: close to the niche market, operating with entrepreneurial autonomy and with a direct link to the Group. Classic Parfums and The Nose Behind can draw specifically on the capabilities of Mäurer & Wirtz to the extent that this creates additional value. This allows Mäurer & Wirtz to combine specialist units with industrial assets and full-service expertise across the value chain.
Understanding luxury brands, not just selling them
“With the appointment of Thomas Rieder, we are gaining one of the most prominent managers in the beauty industry,” says Herbert Stricker, CEO of Classic Parfums and The Nose Behind. Rieder has experience of the selective retail sector from the perspective of leading international brands, understands the requirements of discerning retail partners, and knows how to develop luxury brands successfully whilst remaining true to the brand’s identity. “This is precisely what matters to us: with niche fragrances, it’s not about artificially inflating the size of brands. The aim is to identify their potential at an early stage and establish them credibly in the market by providing expert guidance, the right impetus and plentiful access to relevant target groups. Thomas understands the dynamics of exclusivity – and that is precisely why he is a perfect fit for Classic Parfums and The Nose Behind.”
A clear vision for brands, sales and transformation
Thomas Rieder has over 25 years’ experience in marketing, sales and general management. He combines operational management experience with a deep understanding of the industry and a visionary outlook on the future of niche beauty brands. His career began in international marketing at Wella/Cosmopolitan Cosmetics in Cologne, after which he moved to Procter & Gamble Prestige Products in Zurich and Geneva. In 2010, Rieder returned to Germany and joined LVMH Perfumes & Cosmetics, where he was initially Marketing Director and later Commercial Director of Sales & Retail, overseeing the commercial development of Parfums Christian Dior in Germany. In 2021, he took on the role of General Manager at Clarins GmbH, assuming overall operational responsibility for Clarins Germany and shaping the company during a period of far-reaching market and omnichannel transformation.
Rieder’s understanding of sales goes beyond traditional sales logic. “I’m particularly drawn to the combination of entrepreneurial agility, curated brand development and close ties to the specialist retail sector,” he says. “In the high-end segment, sustainable growth is not achieved through maximum availability, but through precision: the right partners, the right touchpoints and a sales structure that showcases brands to the highest standard.” Rieder thus brings precisely the combination of brand understanding, commercial expertise and retail experience that is set to strengthen Classic Parfums and The Nose Behind in their next phase of development.
About Classic Parfums and The Nose Behind
Classic Parfums is considered one of the leading distributors of luxury and niche fragrances in the German-speaking countries. The company currently distributes twelve fragrance brands and has played a key role in establishing and raising the profile of international brands such as Widian, Pana Dora Sweden and Gritti. Under the leadership of Herbert Stricker, Classic Parfums has built up an outstanding reputation through curated exclusivity, sensitivity to brand strategy and extensive industry knowledge.
The Nose Behind is a rapidly growing distribution company in the luxury sector, representing long-established brands such as Clive Christian and the recently acquired fragrance house Thameen London. In addition, The Nose Behind GmbH is responsible for Herbert Stricker’s own exclusive perfume collections. The Roberto Ugolini collection, with its focus on craftsmanship, reflects the atmosphere of the Renaissance city of Florence, with its ever-present and tangible history and artisan tradition. The second fragrance brand, The Nose Behind, captures special places, moments and memories – and transforms them into high-quality, long-lasting compositions. Each fragrance tells its own story and is aimed at those who love complex perfumes and are looking for something special.
For further information about Classic Parfums, visit www.classicparfums.com and for information about The Nose Behind, visit www.nosebehind.org.
