In this update episode of Kassenzone, Karo Junker de Neui talks to Stephan Kemen, CEO of Mäurer & Wirtz, one of the leading German perfume manufacturers and market leader in the lifestyle segment. The company, known for brands such as 4711, is pursuing ambitious growth plans and is focusing on the consistent diversification of sales channels. With an annual turnover of 240 million euros and 18 fragrances in his portfolio, Stefan provides exciting insights into the strategies behind the success.
With a volume of 2.5 billion euros, the German fragrance market is complex and highly competitive. While premium fragrances and cheap products below 20 euros are growing strongly, the mid-price segment is coming under increasing pressure. The trend towards niche fragrances is also gaining in importance — a development that Mäurer & Wirtz has already responded to by launching its own niche brand.
A key success factor for Mäurer & Wirtz is the massive expansion in e-commerce. In the last four years, the company has increased its online sales by 400%. Particularly remarkable: Teleshopping has proven to be a surprisingly strong sales channel, as have partnerships with creator brands that specifically address new target groups. Stefan explains how the company approaches measuring the success of these collaborations and what challenges arise from increasing competition with cheap scented copies.
Mäurer & Wirtz currently generates 70% of its turnover in Germany, but the company has ambitious plans for international markets. The USA in particular offers great potential, and Stefan explains how the company is driving forward its global expansion.
In this episode of Kassenzone, you will find out how Mäurer & Wirtz wants to help shape the future of the fragrance market and what challenges they are facing with which strategies.
Key insights from Mäurer and Wirtz:
🌟 Strong brands, strong strategy: Mäurer & Wirtz focuses on targeted branding and desire to stand out from imitations. Own and licensed brands are treated equally, with more creative freedom when it comes to private brands.
🛒 Focus on new sales channels: teleshopping, creator brands & D2C are driving growth. Amazon in particular is proving to be a strong channel for loyal customers.
📈 Niche trend & expansion: The market for exclusive fragrances is booming — Mäurer & Wirtz is responding with its own niche brand and is planning targeted investments. Strategic mergers & acquisitions (M&A) are also part of the growth strategy.
💡 Innovation as an answer to competition: The fragrance market is highly competitive — characterized by numerous imitations and an oversupply. Mäurer & Wirtz consistently focuses on its strength: developing distinctive and innovative fragrance concepts.
