In this Kassenzone episode, Karo talks to Peter Müller-Pellet, co-CEO of Annemarie Börlind, about the future of the traditional natural cosmetics brand on site in the idyllic Black Forest. Annemarie Börlind was founded in 1959 by Annemarie Lindner, who, with the motto “What I can't eat, I don't put on my skin,” laid the foundation for a company that today stands for high-quality, natural cosmetic products.
A central topic of the discussion is Annemarie Börlind's multichannel strategy. Peter explains how the company took the step from traditional sales channels such as health food stores to digital platforms such as Amazon in order to present the brand authentically online as well.
In addition to sales channels, it is also about production. Annemarie Börlind manufactures their products directly in the Black Forest, using pure deep spring water to ensure the exceptional quality of the products.
Peter also provides insights into the company's future expansion, particularly in the USA and China, and the expansion of the portfolio to include decorative cosmetics. Digital transformation and partnerships with international distributors are key to success in these markets.
Find out more about Annemarie Börlind's philosophy and future plans, her influencer marketing - Matthias Schweighöfer is already in the starting blocks - and whether well-known Chinese players like SHEIN pose a threat to the company in the latest podcast episode!
Key Insights
🧴 Annemarie Börlind currently has a turnover of around 60 million euros - 80% of which is in Germany. There are also branches in the USA and China as well as partners in around 30 countries. A third of sales are currently generated online — and the trend is rising.
🧴 Unlike other high-quality cosmetics manufacturers, Annemarie Börlind consistently uses a multi-channel strategy and, for example, integrated Amazon very early on. With so-called “love brand contracts,” they protect themselves from the fact that the products do not end up on the gray market, are sold off or are not presented in the spirit of the brand.
🧴 In order to assert herself alongside large corporations with comparatively small marketing budgets, Annemarie Börlind relies on selected collaborations with German mega influencers such as NovalanaLove or Matthias Schweighöfer.
🧴 In contrast to many other natural cosmetics brands, Annemarie Börlind produces its products locally at its own deep source.
🧴 The company attaches great importance to user-generated content. Peter is also convinced that social commerce will play an increasingly important role in Germany in the future.
