The History of Mäurer & Wirtz

Their market was limited and located in the Stolberg region near Aachen. Their portfolio was reasonable – Mäurer & Wirtz produced soft soaps, curd soaps, special detergents for the textile industry and fine soaps. The point of sale was a small grocery shop. Nevertheless, the products made by Mr. Mäurer and Mr. Wirtz from Stolberg impressed customers. Word quickly got around about the quality and the demand rose.

Already a few years after its establishment, the company Mäurer & Wirtz was expanding. Initially, the surrounding areas were only accessible via pushcarts, whilst the Rhineland and Westphalia areas in Germany could be reached by horse-drawn carriage. These limited operations were followed by exports to neighbouring countries, e.g. Belgium, The Netherlands. Soon after they were producing in the elegant city of Paris under licence – and a shaving soap recipe from Stolberg progressed to a bestseller in distant San Francisco.

Mäurer & Wirtz continued to grow with time. In 1884, they began the production of detergent. Very soon after, a new factory had to be built – complete with electricity from hydroelectric power. Before the turn of the century the first trademarks were registered and an advertising specialist was cautiously hired. To make logistics easier, the next factory (1913) was equipped with its own railway connection.

Gradually, the handicraft business developed into an industrial company and became an international brand. Soaps and detergents would soon be only one mainstay of the company to be followed by cosmetics and perfumes. Brand products were created that conquered German and European markets proving themselves both successful and durable – products that would shapes generations of consumers to come.

• 1845
  Michael Mäurer and his step-son Andreas August Wirtz found a soap-making company in Stolberg near Aachen. Not long after, the curd-, soft- and fine soaps are also sold in Rhineland, Westphalia, Belgium and the Netherlands.
• 1868
  The recipes from Stolberg are popular throughout the world: Licensed soap is produced in Paris and a recipe for shaving soap becomes popular in San Francisco.
• 1884
  The company develops a new business segment with the production of powdered detergent.
• 1889
  With the new factory outside the city, the transformation to an industrial company is complete. Water power provides the new location with electricity.
• 1913
  Mäurer & Wirtz expands: large-scale mass production begins at the company location with the railway connection.
• 1938
  After the expansion, luxury soaps such as Tabac are produced in Vienna.
• 1949
  Production of these luxury soaps begins in Stolberg and with this the foundation for the sales programme of luxury products by Mäurer & Wirtz is laid.
• 1950
  Two independent business areas develop out of “dalli-Werke Mäurer & Wirtz“: Soaps and body care products for more sophisticated needs are henceforth produced by Mäurer & Wirtz (M&W). All powdered detergernt products belong to dalli brand (DMA).
• 1950
  The women’s series Nonchalance is created. The first product introduced is soap. Soon after, the men’s series Tabac Original is introduced.
• 1960
  Nonchalance enters the market as an Eau de Cologne.
• 1974
  Pearl Soap with a pearlescent effect is introduced.
• 1990
  The family company restructures itself and Mäurer & Wirtz GmbH & Co. KG is formed.
• 1992
  Mäurer & Wirtz enters the licensed business and introduces a fragrance line to the market for Betty Barclay.
• 2002
  The first licensed fragrance for the fashion label s.Oliver is created.
• 2006
  Licensed fragrances for the Otto Kern brand are introduced.
• 2007
  Mäurer & Wirtz takes on the perfume brands 4711, Tosca, Sir Irisch Moos and Extase. With this, the traditional fragrance 4711 is once again in the Rhineland area.
• 2009
  Acqua Colonia enters the market as a sub-brand of 4711.
• 2010
  Strellson is the first men’s fragrance to be introduced in the premium segment. Not long after, men’s and women’s fragrances for the famous German designer Michael Michalsky are also introduced.
• 2012
  Mäurer & Wirtz takes over the fragrance business for the Baldessarini brand from competitor Procter & Gamble. All fragrances and body care products are integrated into the prestige segment.
• 2015
  A big celebration takes place on the occasion of the 170th anniversary of Mäurer & Wirtz/DALLI-WERKE.
• 2017
  The brand Betty Barclay Fragrances becomes 25 years old.
• 2019
  The Tabac brand turns 60, the 4711 Acqua Colonia fragrance collection celebrates its 10th anniversary.
• 2021
  Mäurer & Wirtz launches the new fragrance brands Route 66 and Les Destinations
• 2022
  The iconic brand 4711 Echt Kölnisch Wasser celebrates its 230th birthday