Mäurer & Wirtz to operate in three distinct divisions after it undergoes restructure
German perfumery house divides business into Beauty, Prestige and 4711 corporate units
German perfumery house Mäurer & Wirtz has announced that it has undergone a dramatic restructure dividing its business into three distinct areas – Beauty, Prestige and 4711. The move has also been accompanied by a wide range of measures to optimise internal processes, according to the company.
Managing director, Fabian Krone comments: “The creation of fragrances and stewardship of great heritage brands are our core competences and by establishing these three corporate pillars we want to ensure that these competences are used even more effectively and efficiently by aligning them to the needs of specific market segments and by clearly optimising them for the specific needs of our business partners.”
In the Beauty unit Mäurer & Wirtz will be managing its own classic fragrance lines such as Tabac and Tosca as well as its licensed products from the fashion world including s.Oliver and Betty Barclay. The Prestige unit will handle licence business in the selective segment where the focus is on premium and luxury fragrances and in the 4711 unit the company will be focussing on its iconic 4711 scent and the Acqua Colonia line extension.
Across all three business units the company aims to grow more internationally in the coming years and managing partner Dr Hermann Wirtz sees growth potential in all areas: “With the brands we handle in the beauty unit we are already targeting new, international markets which is proof of our profound marketing and perfume competence – we aim to build on both of these and continue to create innovative perfumes for designers, fashion and lifestyle brands.”