Mäurer & Wirtz

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Mäurer & Wirtz GmbH & Co. KG
GmbH & Co. KG
Industry Scent and care sectors
Founded 1845 (1845)
Founder Michael Mäurer und Andreas August Wirtz
Headquarters Stolberg (Rhld.), North Rhine-Westphalia, Germany
Area served
Key people
Dr. Hermann Wirtz (CEO),
Fabian Krone (CEO)
Products Detergents, soap products, perfumes and cosmetics
Revenue Increase € 158 million (2010)
Number of employees
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, joint CEO Hermann Wirtz.

The headquarters and production site is in Stolberg near the city of Aachen with 400 employees.[2] The company sells a range of consumer products using the sales divisions Cosmeurop Perfumes, Théany Cosmetics, NewYorker Cosmetics, s.Oliver Cosmetics and comma Cosmetics. Besides its own brands, such as Betty Barclay and 4711, the company produces licensed brands, such as s.Oliver and Otto Kern.[3]

The main markets are Germany, Benelux, Austria, Switzerland and exports to 135 countries. The company's products are distributed and sold through 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 were sold in a grocery store for the local market. 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 the company's first trademarks were registered. Mäurer & Wirtz now produces detergents, soap products, perfumes and cosmetics.[4] Since 1992, products under the Betty Barclay brand have also been produced under license. In 2007, the company took over the brands 4711, Tosca, Sir Irisch Moos and Extase from Procter & Gamble, and in 2011 the Baldessarini fragrance line, and Windsor were acquired.


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
  • 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. Cite error: Invalid <ref> tag; name "FAZ" defined multiple times with different content (see the help page).
  3. ^ Mäurer & Wirtz 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″E / 50.761729°N 6.232391°E / 50.761729; 6.232391