New focus on duty free from 4711 maker Mäurer & Wirtz

By Kevin Rozario |

The German fragrance house behind the world famous 4711 Cologne and the Baldessarini line, is putting a renewed emphasis on duty free and travel retail this year – and it says it is “in serious negotiation with three key retail groups”.


Until now, Mäurer & Wirtz’s main strength in the DF&TR channel has been in its home German market and Europe. The house’s brands are in key airports including Cologne, Hamburg, Frankfurt, Münich, Copenhagen, Budapest, Vienna, Moscow, Kiev and Olso chiefly through Gebr Heinemann.


Worldwide the cologne is in around 51 duty free locations including border shops, ferries and military stores. It is also on board a number of airlines including Germanwings, Sun Express, Onurair and Pegaus Airlines.


With almost 222 years of history, 4711 eau de cologne has a rich heritage, but has become associated with an older consumer – something that Mäurer & Wirtz has been addressing as it invests to broaden the appeal of the 4711 brand to a younger audience.


“The original 4711 Cologne has a very loyal following; it is sold successfully in some 65 countries worldwide and has always sold well at airports within Germany and Europe,” says M&W Senior Area Manager Margareta Klein (left).



“However we feel there is far more potential for the brand within travel retail globally and since the company has taken action to bring the 4711 offer to a wider audience, for instance with the introduction in 2011 of  4711 Nouveau Cologne, the time is now right to also target travel retailers globally.”


In domestic markets M&W is currently building distribution in both South America and Asia which the company hopes will ensure a springboard into DF&TR.


This year also sees the introduction of a re-launched body care line for 4711 Acqua Colonia, a collection of five eaux de cologne which provide varying sensations of wellbeing (see below).


The latest fragrance is Pink Pepper & Grapefruit which has joined Mandarine & Cardamom, Melissa & Verbena, Lemon & Ginger, and Blood Orange & Basil. For travel retail, a miniature collection offering all five scents has been introduced.


Launching this month is 4711 Wunderwasser a twin fragrance for women and men aged from 20-40.  Presented in a different style and look to the 4711 Original Eau de Cologne , the Wunderwasser bottles – created by renowned designer Peter Schmidt – aim to represent a symphony of light and water using multi-hued shades of blue.



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