Mäurer & Wirtz

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Mäurer & Wirtz GmbH & Co. KG
Type GmbH & Co. KG
Industry Scent and care sectors
Founded 1845 (1845)
Founder(s) Michael Mäurer und Andreas August Wirtz
Headquarters Stolberg (Rhld.), Nordrhein-Westfalen, Germany
Area served Worldwide
Key people Dr. Hermann Wirtz (CEO),
Fabian Krone (CEO)
Products Detergents, soap products, perfumes and cosmetics
Revenue Increase € 158 million (2010)
Employees 400
Website m-w.de

Mäurer & Wirtz is a German manufacturer of personal care products and perfumes. Since 1990 the company has been an independent subsidiary of Dalli Group.[1]

The company is managed by the fifth generation of the Wirtz family. At the top of Mäurer & Wirtz bears today as managing partner, Hermann Wirtz responsibility.

The headquarters and production site is in Stolberg (Rhineland) in the city of Aachen with 400 employees.[2] As sales subsidiaries Cosmeurop Perfumes, Théany Cosmetics, NewYorker Cosmetics, s.Oliver Cosmetics and comma Cosmetics were founded. Besides own brands, such as Betty Barclay and 4711 the company is also producing license brands, such as s.Oliver and Otto Kern.[3]

The main markets are Germany, Benelux, Austria, Switzerland and the export in 135 countries. Distributor for a nationwide distribution network are the perfumery and drugstore retailers, department stores, drug stores and selected supermarkets.


The history of the family business goes back to Michael Mäurer and his stepson Andreas August Wirtz, who established a soapworks in 1845 in Stolberg. Initially, only soft soaps, curd soaps and fine soaps in a grocery store for the local market were sold. Over time, the products were established in the Rhineland and later also in neighboring countries (mainly France and Benelux). In 1884 the production of washing powder began and then around the turn of the century first trademarks were registered. Mäurer & Wirtz now produces detergents, soap products, perfumes and cosmetics.[4] Since 1992 (introduction of Betty Barclay) has been also produced under license. In 2007, the company finally took over the brands 4711, Tosca, Sir Irish Moos and Extase from Procter & Gamble, 2011 the Baldessarini fragrance line, and Windsor were assumed.


The Glockengasse in Cologne, home of 4711

Mäurer & Wirtz divided its assortment in 2010 into three business units, which will cover different market and user segments: The segment "Beauty" includes own brands and licensed brands from the low-price sector, the pillar "prestige" is in charge for luxury fragrances and under the third segment "4711" the products from the Cologne "Glockengasse" were brought together:[2][5]

Beauty Prestige 4711
  • Tabac Original
  • Tabac Man
  • Tosca
  • Sir Irisch Moos
  • Nonchalance
  • s.Oliver (several products)
  • Otto Kern (several products)
  • Betty Barclay (several products)
  • NewYorker
  • Mistral
  • comma
  • 4711 Original Eau de Cologne
  • 4711 Acqua Colonia (several products)
  • Nouveau Cologne

External links[edit]


  1. ^ "Maurer & Wirtz perfumes and colognes". Fragrantica. Retrieved 23 March 2014. 
  2. ^ a b FAZ about Mäurer & Wirtz on 6. July 2011.
  3. ^ Infos at www.cosmetic-business.de on 6. July 2011.
  4. ^ History at www.m-w.de on 6. July 2011.
  5. ^ Segmente auf www.m-w.de am 6. Juli 2011.

Coordinates: 50°45′42″N 6°13′57″W / 50.761729°N 6.232391°W / 50.761729; -6.232391