Managing Director, Markus H. Kepka (Speaker)
  • Increased: Record sales of over 200 million euros
  • Grown: Internationalization driven by Asia
  • Stabilized: Position in the domestic market
  • Sharpened: Brand image in the trade and with consumers
  • Strengthened: 30 million euro investment program
  • Secured: Patent for bionic knives, 2013 product sensation

Increased: Record sales of over 200 million euros
In the past fiscal year, Fissler again increased its sales, thus remaining on a growth track for the tenth year in a row. With a nine percent increase, the family company from Idar-Oberstein broke the 200 million mark and ended 2012 with record sales of 206 million euros (2011: €189 million). In the prior year, the manufacturer of premium cookware had increased sales by approximately five percent. "With foreign sales now amounting to 72 percent, we accelerated the internationalization of the Fissler brand in 2012, while at the same time stabilizing our position in the domestic market," summarizes Managing Director Markus H. Kepka. The global workforce now numbers 765 (2011: 772).

Grown: Internationalization driven by Asia
With a 25 percent increase by the Asian companies, the Asian sales market grew the most, as has been the case in recent years. In fact, sales in China or Korea are by now approximately equal to that in the domestic market. "For Fissler, the Asian market has become a driver for growth and innovation," says Kepka. After successful shop openings in Asia in 2012, additional ones are planned for this year. The trend toward growth is also shown by contracts with new business partners on the key continents. For Europe, Fissler shows an increase of 2.3 percent. Despite the financial crisis, market shares in Greece have been expanded and business relationships with Spain have been intensified.

Stabilized: Position in the domestic market
For the domestic market, Fissler confirms a 28 percent share of total sales, thus asserting its market position on an ongoing basis in a market that is generally shrinking. "Sales for cookware are sinking in Germany. Loyalty and discount actions play an important role in the retail trade here," according to Kepka. Although the trade notes a drop in the number of customers and the volume of purchases, this is compensated by the higher purchase value in the case of brand articles. "In our sales strategy, we will therefore continue to concentrate on value-based marketing, instead of on price campaigns," Kepka continues.

Sharpened: Brand image in the trade and with consumers
The premium trajectory continued to be part of the marketing mix in 2012. In the retail trade, Fissler has had 50 shop modifications carried out with the upscale Focus shop fitting system, at the same time further honing its sales strategy in regard to specialist consultation and advice regarding the product range. "In so doing, we are reacting to the wish of the consumer for a service-oriented and upscale purchasing experience. Fissler remains a supplier of premium cookware, as well as a reliable partner to the retail trade," emphasizes Kepka. The figures show that Fissler is recording increasing sales among its existing customers and has been able to acquire new customers as well. An upscale online presence has been instrumental in this as well. Both overall sales and revenue at the product level have shown continuously positive development.

Strengthened: 30 million euro investment program
Sustainable, value-oriented growth and products that are constantly further developed are ingredients in Fissler's recipe for success. "The fact that we have been on a growth track for ten years validates our strategy. To ensure that our products will continue to be among the very best in the future and that we will be able to meet the constantly growing demand, we have initiated a major investment program. We will be investing approximately 30 million euros in production and logistics by 2015 at our two domestic locations," reports Kepka.

Secured:  Patent for bionic knives, 2013 product sensation
"Beginning in June 2013, we will be launching our new product sensation - bionic, the perfect knife - in selected stores," Kepka is pleased to announce. This innovative knife never has to be resharpened. It always remains sharp, thanks to a unique, patented technology. Fissler is introducing this new product as a chef's knife and a Santoku knife. "We are very confident that we will be able to accelerate our current growth rate with this new product," the Managing Director points out.

As in previous years, the original pro collection® stainless steel line remains the bestseller worldwide and thus guarantees the volume of sales. In the "pots" sector, Fissler was able to maintain its strong position both domestically and abroad. The luno® pot line for the creative kitchen, which was launched last year, has been enthusiastically received. The pressure cooker sector has also developed exceptionally well.

Succeeded: Spectacular events at the stand and point of sale
The motto of the cookware experts for Ambiente 2013 is: The ART of … Style. Innovation. Cooking." And this means: Cooking meets Art. With its Asian art edition for stainless steel pots, Fissler is demonstrating a new definition of KochKUNST, the Art of Cooking. As in an art exhibition, stainless steel items will be presented that bear decors that have been designed especially for Fissler by renowned artists from China.
With a special exhibition entitled "Fissler - For your Fantasy," Fissler is having an exclusive premiere at Galeria Kaufhof on the Zeil in Frankfurt am Main from February 4 until March 4, 2013. This unique design exhibition is certainly one of the most spectacular PoS stagings in Germany. Highly detailed sculptures made of cookware transform the glass façade three stories high into a mystical magic forest – a powerful brand highlight on Fissler’s premium trajectory.

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 772. Fissler bears the TOP 100 seal of approval, making it one of the most innovative medium-sized companies in Germany. Fissler premium products are "Made in Germany", and distributed in more than 70 countries. For further information:


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