Learn more about ZWILLING J.A. HENCKELS – OUR MISSION

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From cutlery specialists to modern kitchen living

In the 20th century, ZWILLING grew as a niche specialist for cutlery products, in particular through the expansion of markets and sales channels as well as internationalization of the business.

At the end of the 1990s, ZWILLING decided to expand its business sector to offer a wide range of products that met the demand for premium products in the “Cooking & Preparation” segment. Growth was achieved in particular through cookware, with critical mass generated in retail and the dependence on knives reduced. The “modern kitchen living” strategy was born.

THE NEW ZWILLING MISSION

"Inspiring the culinary world"

The digitalization has changed consumer habits and retail. But it also offers opportunities for us: We can get even closer to the end customer and expand the business areas in a meaningful way.

DELIVER CULINARY INSPIRATION

No matter where people enjoy food, whether they are preparing, sharing or eating it, we offer the perfect products and experiences. More sustainable, more beautiful and smarter.

This is how we are evolving from a full-range supplier for “cooking & preparation” to a think tank of ideas for culinary inspiration.

ALWAYS CLOSE TO THE CONSUMER

We are in contact with the consumer at all digital and analog touchpoints in their buying and decision-making process, their “customer journey”. We build a relationship that expresses itself in brand loyalty and follow-up purchases and thus an increased "customer lifetime value". This is also reflected in the sales visions:

Over 50% online sales
Over 25% B2C sales