Stolberg, Europe, the world
The success story of Michael Mäurer and Andreas August Wirtz, who founded a soap factory in 1845.
Their market is limited to the town of Stolberg near Aachen. Their portfolio is manageable –Mäurer & Wirtz produces soft soaps, curd soaps, milled soaps for the textile industry and fine soaps. The point of sale may be a small dry goods store, yet the products from Michael Mäurer & Andreas August Wirtz from Stolberg create a buzz. Word of the quality gets around and demand increases.
On the course to expansion
A few years after it was founded, Haus Mäurer & Wirtz starts to expand. The local area is supplied by handcart, whereas products are delivered to Rhineland and Westphalia by horse-drawn carriage. This is followed by exports to neighbouring countries, to Belgium and the Netherlands. It’s not long before the company starts licensed production in Paris – and a shaving soaprecipe from Stolberg has become a bestseller in faraway San Francisco.
The company continues to grow
Mauer & Wirtz expands and moves with the times. The production of washing powder begins in 1884. A new factory is built shortly thereafter with electrification thanks to hydropower. The first trademarks were prospectively registered before the turn of the century, and the company prudently hired an in-house advertising specialist. To make sure logistics work without a hitch, the next fabric (built in 1913) receives its own rail connection.
Development into a global fragrance manufacturer
Following this trajectory, the trade business gradually grows into an industrial company and global brand name. Soaps and detergents are soon just one mainstay of Mauer & Wirtz, with cosmetics and eau de cologne representing the other. Branded products emerge, conquering Germany and Europe, proving to be just as successful as they are durable – and shaping entire generations of consumers.
Continuing the tradition
As an independent subsidiary of the Dalli Group, the Stolberg-based company is now active in more than 100 markets – a brand with unique experience and one of the leading companies in the field of fragrance and care. Thanks to a family that contributes not only expertise but also all their passion to the company, Mäurer & Wirtz has remained a true family business, which is now in its fifth generation. The founder Andreas August Wirtz once wished that his descendants “would continue this business with passion and love”. His wish has come true.
Milestones & eras
1845
Michael Mäurer and stepson Andreas August Wirtz found a soap factory in Stolberg near Aachen. The curd soaps, soft soaps and fine soaps are soon also sold in the Rhineland, Westphalia, Belgium and the Netherlands.
1868
The recipes from Stolberg are a hit all over the world – soap is produced under license in Paris, a shaving soap recipe is making a splash in San Francisco.
1884
The company opens up a new business area with the production of washing powder.
1889
With its new factory outside the city centre, the company is transfmored into an industrial enterprise. Hydropower supplies the new site with electricity.
1913
Mäurer & Wirtz is expanding: Large-scale mass production begins on the new premises complete with its own rail connection.
1938
Once the expansion is complete, luxury soaps are produced in Vienna, which also include the Tabac soap.
1949
Production of these luxury soaps begins in Stolberg, laying the foundation for the sales program for our ’schen’ luxury products.
1950
Two independent business divisions emerge from the umbrella brand dalli-Werke Mäurer & Wirtz: Mäurer & Wirtz (M&W) is now responsible for soaps and upscale personal care products in demand, whereas products marketed under the dalli brand (DMA) mainly include washing powders.
1950
Establishment of the women’s Nonchalance product range. A soap is launched as the first product, followed a bit later by the Tabac Original men’s series.
1960
Nonchalance launches on the market with an Eau de Cologne.
1974
Launch of Pearl Soap, a soap with a pearlescent effect.
1990
The family business takes on a new structure: Mäurer & Wirtz GmbH & Co. KG is created.
1992
Mauer & Wirtz enters the licensing business and launches a fragrance line for Betty Barclay.
2002
First licensed fragrances produced for the fashion label s.Oliver.
2006
Launch of licensed fragrances under the Otto Kern brand.
2009
Acqua Colonia is launched as a sub-brand of the 4711 brand.
2010
In the premium segment, the first men’s fragrance is launched in collaboration with Strellson. Shortly after, this is followed by the launch of a men’s and women’s fragrance for renowned German designer Michael Michalsky.
2012
Mauer & Wirtz takes over the fragrance business of the Baldessarini brand from Procter & & Gamble. All fragrances and personal care products are integrated into the Prestige segment.
2015
A big party is held to celebrate the 170th anniversary of the Mäurer & Wirtz/DALLI-WERKE Group.
2017
The fragrance brand Betty Barclay Fragrances celebrates its 25th birthday.
2019
The Tabac brand turns 60, and the 4711 Acqua Colonia fragrance collection celebrates its 10th anniversary.
2021
Mauer & Wirtz launches the new fragrance brands Route 66 and Les Destinations, and introduces its first D2C brand Orodion.
2022
The iconic 4711 Original Eau de Cologne celebrates its 230th birthday. Mäurer & Wirtz launches its first sustainable fragrance brand, hej:pure.
2023
Introduction of the sustainable fragrance brand CARE and collaboration with HSE under the brand umbrella THOM by Thomas Rath
2024
Mauer & Wirtz is responsible for the fragrance, packaging development and production of the Noles 14 fragrance by influencer Farina Opoku and the introduction of licensed fragrances under the Thomas Rath Collection brand.
2025
180th anniversary of the Mäurer & Wirtz/DALLI-WERKE group of companies
