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.
As an independent subsidiary of the Dalli Group, the company from Stolberg is active in more than 100 markets: a brand manufacturer with unique experience and one of the earliest companies in the sector for fragrances and personal care products. Thanks to a family that not only contributed expertise but invested all their passion in the company, Mäurer & Wirtz has remained a true family company – meanwhile in its fifth generation. Company founder Andreas August Wirtz’s only wish was that his offspring would “carry on the business with heart and soul.” His wish came true.