s.Oliver and Mäurer & Wirtz: Joint success story leads to further growth
For more than 25 years, s.Oliver and Mäurer & Wirtz have enjoyed a close and trusting partnership that has proven to be a great success.
For more than 25 years, s.Oliver and Mäurer & Wirtz have enjoyed a close and trusting partnership that has proven to be a great success. As an important licensing partner for fragrances and body care products, Mäurer & Wirtz contributes significantly to the positive development of this segment. The s.Oliver Fragrances fragrance licence is consistently ranked among the top 10 lifestyle fragrance brands in Germany.
Mäurer & Wirtz is not only an expert in the fragrance sector with an extensive portfolio, but also an innovative partner in fragrance development. With its own team of fragrance developers, the company is constantly setting new trends. Through a targeted combination of target group-oriented marketing measures — including TV commercials, OOH and influencer campaigns, PR clippings and POS measures — new strategic approaches were jointly developed that have sustainably strengthened the s.Oliver fragrance brand in the drugstore segment.
s.Oliver fragrances and deodorants are also hugely popular internationally. The brand is experiencing strong growth, particularly in Eastern Europe and the Benelux countries. What's more, s.Oliver is growing faster than the lifestyle fragrance market as a whole – a very encouraging development. Steady growth has been recorded both nationally and internationally over the years.
"s.Oliver Fragrances is one of the most successful fragrance brands in the drugstore market – and the long-standing collaboration between s.Oliver and Mäurer & Wirtz is a real success story. Our main launches are always among the most popular new products, our summer fragrances sell out quickly every year, and functional products such as deodorants and body splashes strike a chord with the target group. The secret to our success? Our partnership with s.Oliver is based on trust, innovative spirit and a shared vision. We will continue to develop fragrances and care products that pick up on trends, are in line with the values of the fashion brand and offer outstanding quality at an attractive price — because that is exactly what buyers expect from s.Oliver Fragrances," says Stephan Kemen, CEO of Mäurer & Wirtz.
s.Oliver has established itself as one of the leading lifestyle brands in the drugstore market and is consistently ranked among the top 5 women's and men's fragrances. The products also play an important role in s.Oliver's own sales channels – both in retail and in the eShop.
The success of s.Oliver Fragrances is based on strong brand values:
High reliability and brand awareness
Positive image and high identification within the broad target group
Good value for money
Designed & made in Germany
Broad product portfolio with fragrances, deodorants and body splashes
Authentic, natural and informal brand perception
Successful launch of s.Oliver Lifetime and exciting launches in 2025
The launch of s.Oliver Lifetime in August 2024 was an immediate success. The women's fragrance made it to number 6 in the new product rankings and was temporarily sold out at the end of 2024. The launch was supported by a large-scale out-of-home campaign and a successful influencer campaign, which achieved high reach on TikTok and Instagram. Exciting launches and new products are also planned for 2025, including the exclusive s.Oliver Black Label fragrance for women and men, as well as room fragrances.
‘The continuous development of our fragrance portfolio shows how strongly s.Oliver is established as a brand in the fragrance segment. Together with Mäurer & Wirtz, we are constantly setting new trends and offering our customers innovative products that inspire them,’ says Michael Heißenberg, Director of Product Licences & Accessories at s.Oliver.
The long-term and successful partnership between s.Oliver and Mäurer & Wirtz will continue to provide new impetus in the fragrance market in the coming years.
s.Oliver
s.Oliver is the brand for her, him and you. Or as we like to say: everyday people. We stand for fashion that combines versatility and attention to detail in our collections. What drives us? A high demand for quality and the durability of our products as well as our social responsibility. We set new and forward-looking trends in the fashion world. Our designs appeal to discerning, self-confident and stylish people who go their own way. And we are there - for their big and small moments.
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