AVIAIR: What is it like to take over a company as well-established and grounded as UNÜTZER?
FRITZ UNÜTZER: Taking over a company like UNÜTZER comes with significant responsibility and a challenge. It requires a deep respect for the existing structures and traditions, but also the courage to introduce new ideas to further develop the brand. Striking the right balance between preservation our heritage and embracing innovation is key.
A change in leadership often brings changes to a company. What do you plan to change at UNÜTZER? And what do you consciously decide not to change?
The essence of our philosophy – the craftsmanship and outstanding quality from our own production in Italy, and the exclusivity of our products – are the core values of UNÜTZER and the unwavering promise to our customer, we will preserve without compromises. These elements distinguish us from others. Additionally, I am focused on bringing new energy to areas like digital transformation and rebranding, which we are currently working on.
Have you ever felt that your relatively young age affects how you act as a CEO?
Being younger brings a different perspective, which I consider as an advantage, allowing me to connect closely with new consumers and offer a modern direction. I approach my role daily with the most commitment and passion to guide the company and my team into the future.
Was it always your plan to lead UNÜTZER?
While I have always had a strong connection to the family business, my path wasn’t set in stone from the beginning. My experiences and education have certainly shaped my desire to take on this role, but it was a gradual realization that taking over UNÜTZER in third generation would allow me to make the greatest impact.
During your studies, you worked at Schumann’s in Munich – a place where the city's elite often gather. Did you learn anything during that time that is useful to you now?
Before my time at Schumann’s, I did a traineeship at the Mandarin Oriental, on Knightsbridge by Hyde Park, where I gained understanding of the bar business, amidst London’s most high-profile clientele. At Schumann’s, I learned even more about the importance of building and maintaining relationships. It was a unique environment where I could observe, and interact with people, which taught me the value of networking and personal connections – lessons that are invaluable in business.
In the current campaign, you also appear as a model. How did that come about? Is it because of your identification with the brand, or is it a strategic move?
UNÜTZER’s first Men’s collection was a long-term project and a personal aspiration of mine that finally came to life last autumn. The decision to appear in the campaign was both personal and strategic. I strongly identify with the brand and wanted to convey that authenticity to our customers while highlighting the people behind the brand.
Speaking of rebranding: Can you give us some insights into how you are approaching it?
We are in the middle of a rebranding process, which involves many well-considered steps in different areas, while always staying true to our heritage. Refreshing the visual identity and communication, new packaging, refining the product structure, a new online store launch soon to come, to name just a few important developments. We’re focusing on modernizing the brand’s image, particularly through digital channels, to reach new customer segments while maintaining the essence of what makes UNÜTZER unique.
Sustainability is a hot topic these days. How is this reflected in your company? Are there any special projects or innovations you'd like to share?
Sustainability is a core focus for us at UNÜTZER. We are committed to ethical sourcing and production processes, aiming to integrate sustainability into every aspect of our business. For example, we’ve introduced initiatives to reduce waste in our manufacturing. Longevity is key; we emphasize producing goods that maximize their life cycle, with repairing and resoling being integral to our sustainability.
You now have a collection of small leather goods made from leftover materials. How important is resource conservation to you personally, and how does it fit into your long-term strategy?
Resource conservation is very important to me personally, and a crucial part of our long-term strategy. The collection of small leather goods made from leftover materials reflects our commitment to sustainability. It's not just about reducing waste but also about creating something valuable from what might otherwise be discarded. This approach aligns with our overall aim of being a responsible and forward-thinking company, that not only delivers high quality products, but also minimizes the impact on the environment
UNÜTZER is known for combining tradition with innovation. How do you manage this balancing act? Are there moments when you feel that tradition weighs too heavily? Can you explain what the perfect balance looks like for you?
Balancing tradition and innovation is one of the most challenging aspects of leading UNÜTZER. At times, tradition can feel like a strong force, which sometimes makes it difficult to introduce new ideas. However, I believe that the perfect balance lies in honoring the craftsmanship and heritage that define our brand, while remaining open to change and modernity. It’s about evolving in a way that enhances our legacy rather than compromising it. For me, this means selectively integrating innovations that align with the brand’s values, ensuring they seamlessly extend our traditions.
Where do you want to take the company in the next two to three years? And do you have visions that go even further?
In the next two to three years, I aim to strengthen our position in the luxury market by expanding our digital presence and engaging younger audiences while retaining our core clientele. We will continue to innovate in product design and sustainability, ensuring to stay relevant and competitive. Looking further ahead, my vision for UNÜTZER is, to become a global player in luxury footwear and accessories, known not just for our quality and longevity, but also for our commitment to environmental responsibility. I want UNÜTZER to be a brand admired and cherished by future generations as much as it is today.
5 QUICK QUESTIONS
New York or Italy?
Little Italy.
Skiing or Surfing?
SurfSurfSurf.
Cocktail or Beer?
In the end I’m still Bavarian.
Car or Bicycle?
Car.
Cinema or Theatre?
Cinema, but only with pop corn (mixed, one scoop salty, one scoop sweet, till full).
