Managing Director, Markus H. Kepka (Speaker)


+++ Growth market Asia +++ Premium growth track +++

Fissler is starting the year 2011 with a strong tailwind. In fiscal 2010, the cookware experts from Idar-Oberstein generated annual sales of 180 million euros worldwide and recorded record sales with 8 percent growth overall. The share in total sales accounted for by foreign companies rose by 22 percent. Companies in Japan, China and Korea remained the dynamos among them. As in the prior years, the share of sales generated by export business continues to increase. Of total sales, 34 percent were realized domestically (2009: 37 percent) and 66 percent abroad (2009: 63 percent). Stabilization in the department store sector should have a positive effect on domestic business in the future. As a result of its consistent brand policy, Fissler was able to boost sales among specialty retailers again last year. The targeted reduction in discount campaigns, for reasons relating to brand management, resulted in a slight drop in sales in Germany in 2010, but Fissler considers the related positive differentiation from competitors to be indispensable for premium positioning. The number of employees remained stable; the family company employs a workforce of 780.

Asia remains a sales locomotive
"In our 165th anniversary year, we generated admirable profits that confirmed our Asia strategy in particular. In Germany, we will continue our collaboration with our important partner, Karstadt, as we did during the difficult restructuring phase, and we are certain that we can add new successes to the old ones. We believe in premium-based specialty sales", summarizes Managing Director Markus H. Kepka. The development in the other European countries is mixed - with a positive business situation in the Netherlands and Turkey, for example, contrasted by marketrelated losses in turnover in Greece.

Pressure cookers and knives meet all expectations
In 2010, Fissler completed the roll-out of the new vitavit® pressure cooker generation it had launched in 2009. "Particularly in the Asian countries, our pressure cookers - decorated with design prizes and consumer awards - were important growth drivers",says Kepka. The new pressure cooker range was also well received in Germany and invigorated the topic of fast, healthy and delicious cooking even beyond Fissler.

Knife sales are also better than planned, and all the other countries are now following Germany's lead in distribution. Fissler's market approach, offering the right premium cooking tools for every dish in every country, has turned out to be the key to this success. Fissler demonstrates what this means with live international cooking demonstrations at the Ambiente, under the title "Your Favorites. Your Fissler."

Premium expansion
For 2011, Kepka expects further growth in all markets, with the focus on Germany, along with Asia. For this purpose, Fissler has put together a work program for the German POS entitled "Focus 2012." The kick-off will be the new shop system that is to be presented at the Ambiente for the first time and will be available to all customers beginning in April. A new concept for visual merchandising will follow also in April, along with a comprehensive market research study on quality enhancement of the company's own specialty advice for customers in 100 stores. By the end of 2012, the most important Fissler shops in Germany are to have been comprehensively redesigned.

To be added in 2011 are additional product lines for cooking - beginning with the continuation of the arcana® cast iron range, but also including additional products among the pots. The original pro collection® will be expanded, and a new cast aluminum range for induction stoves will be launched. Furthermore, there will be additional products among the knives.


About Fissler
Fissler GmbH has stood for high-quality cookware for decades. The company has been granted more than 200 patents and utility models in the past 50 years alone. The German family enterprise was founded in 1845 in Idar-Oberstein by Carl Philipp Fissler. Today the brand stands for cooking with pleasure and passion and is one of the world’s leading brands for high-quality cookware. The family enterprise employs a workforce of over 780. Fissler premium products are "Made in Germany" and distributed in more than 70 countries.


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