5/27/25
‘We don't think in terms of years, we think in terms of generations.’
- The Schwan-STABILO group celebrates its 170th anniversary
- Three pillars – writing instruments, cosmetics and outdoor products – ensure stability
- Around 5,300 employees generate annual sales of 800 million euros
When 25-year-old Gustav Adam Schwanhäußer took over a pencil factory founded ten years earlier in 1865, no one could have guessed that it would grow into a globally successful company. The Schwan-STABILO group of companies is now in its sixth generation and, with around 5,300 employees worldwide, generatesannual sales of around 800 million euros. (As of 30 June 2024). This makes Schwan-STABILO one of Germany's leading family-owned companies, which together account for around 60 per cent of private-sector jobs.
‘We are and will remain a family business,’ emphasises Sebastian Schwanhäußer, CEO and managing partner of Schwan-STABILO. ‘No matter what challenges we face, we think in terms of generations, not years.’ For him, family businesses are characterised by flexibility, quick decisions and personal responsibility. ‘If we do it right, we are closer and more courageous – with our strategy and the way we lead our employees and develop products and solutions. We don't jump on every trend; new things have to make sense in the long term.’
A history of change
The history of the company is characterised by change and the ability of different generations to courageously embrace even profound changes and shape them successfully. Company founder Gustav Adam Schwanhäußer already demonstrated foresight in 1865 when he took over the insolvent pencil factory Großberger & Kurz in Nuremberg, which had been founded ten years earlier. He invested in modern machinery and innovative products. ‘He had his coloured copying pencils patented as early as 1875,’ explains Sebastian Schwanhäußer. ‘That was a real revolution in everyday office life at the time. It made copying documents much easier and faster.’ Another literally shining example of innovative strength is the STABILO BOSS highlighter, which Günter Schwanhäußer developed in the 1970s. ‘My father achieved a coup in the 1970s that is still significant today,’ recalls Sebastian Schwanhäußer. ‘During a trip to the USA, he observed students using a fibre-tip pen to highlight important passages in their documents.’ It was a good idea, but Günter Schwanhäußer was not convinced. ‘Back in Nuremberg, he worked with his experienced chemists and product designers to develop the first highlighter pen, which could be used to highlight written or printed text in a bright yellow colour. The STABILO BOSS was born,’ says his son Sebastian Schwanhäußer. This product is still manufactured in Weißenburg in Middle Franconia and has sold over three billion units worldwide.
Cohesion and entrepreneurial courage
In 1908, Eduard and August, the sons of Gustav Adam Schwanhäußer, took over the helm of the company. They guided it through turbulent times: the First World War and the global economic crisis hit the family and their employees hard.‘But even back then, cohesion and entrepreneurial spirit were crucial to successfully overcoming adversity,’ says Sebastian Schwanhäußer. ‘But even back then, cohesion and entrepreneurial spirit were crucial to successfully overcoming adversity,’ says Sebastian Schwanhäußer.
Cosmetics meets pioneering spirit – an idea with a lasting impact
When, at the beginning of the 20th century, more and more women in Europe discovered the joy of wearing make-up, August Schwanhäußer and his son Erich, who was now also working in the company, demonstrated a genuine spirit of innovation: they recognised the potential of an existing product – the dermatograph, which was originally used as a marking pen in medicine. In 1927, they launched the first lipstick. , demonstrated a genuine spirit of innovation: they recognised the potential of an existing product – the so-called dermatograph, which was originally used as a marking pen in medicine. In 1927, they launched it as the first eyebrow pencil – an international success that also impressed customers such as US cosmetics entrepreneur Max Factor. This early impulse was to gain new momentum decades later. Under the leadership of Horst Schwanhäußer, who proclaimed his then new philosophy of ‘the customer comes first’, the expansion of Schwan Cosmetics began in the 1970s. Today, the company is the world's leading private label manufacturer of decorative cosmetics pencils.
Three pillars – stability in turbulent times
The company's history is marked by a series of trend-setting and sometimes surprising strategic decisions. These include the 2006 entry into the outdoor market with the acquisition of backpack manufacturer deuter, which complemented the cosmetics and pencils divisions. At the time, outdoor was only just becoming a trend. Nevertheless, the family and management took the plunge and decided to base the business on three pillars in order to become more resilient and future-proof. The risk paid off. In addition to deuter, the division now includes the ORTOVOX, Maier Sports and Gonso brands.
Values with impact
On its 170th anniversary, Schwan-STABILO can look back on an impressive company history characterised by innovative strength, entrepreneurial foresight and an attitude that combines long-term thinking with responsible action. This fundamental conviction has accompanied the family-owned company for generations. ‘We have bundled our values into a common guiding principle,’ explains Sebastian Schwanhäußer. ‘It makes clear what drives us, what connects us and where we want to go together.’
Confident about the future
Despite all the current economic and geopolitical difficulties, Sebastian Schwanhäußer sees the group well positioned for the future."All three of our business areas serve needs that are highly relevant, especially in these times. ‘All three of our business segments serve needs that are highly relevant, especially in these times,’ says the CEO and managing partner. "Creativity, personal well-being and outdoor experiences are global megatrends. Basically, consumer goods are the stable world we can rely on even in tougher times.‘ Schwan-STABILO is continuing to do what it does best: the teams are working on products that never cease to surprise with new ideas and solutions.’As a family-owned company, we stand for stability, planning and sustainable growth, even in difficult times,‘ adds Sebastian Schwanhäußer. ’There is no shortage of ideas and topics. It is precisely this momentum that will propel us forward. ‘As a family-owned company, we stand for stability, planning and sustainable growth, even in difficult times,’ adds Sebastian Schwanhäußer. ‘There is no shortage of ideas and topics. It is with this momentum that we are celebrating our anniversary and looking forward to the next decades with optimism.’