www.schwan-stabilo.com

MILESTONES

  • MEGATREND
    DIGITALISATION

  • COLORLAND: THE FUTURE
    BELONGS TO THE KIDS

  • ACQUISITION OF THE
    MAIER SPORTS GROUP

  • STABILO CUBE
    BUILDING IS OPENED

  • NEW HIGH-TECH COSMETICS
    SITE IN TENNESSEE

  • ORTOVOX JOINS
    THE GROUP

  • COSMETICS EXPANSION
    IN THE USA

  • ENTRY INTO THE
    OUTDOOR SECTOR

  • NEW HEADQUARTERS
    IN HEROLDSBERG

  • THE BIRTH OF THE
    MODERN COSMETIC PENCIL

  • SCHWAN-STABILO
    GOES INTERNATIONAL

  • STABILO BOSS BECOMES
    A SALES HIT

  • FIRST
    JOINT VENTURE

  • RISEN
    FROM RUINS

  • LIPSTICK-MATCHES
    AS A SALES HIT

  • SECOND WORLD WAR -
    DESTRUCTION

  • EDGE STRIPS BECOME
    A TRADE MARK

  • THE FIRST
    EYEBROW PENCIL

  • THE STABILO
    BRAND IS BORN

  • THE FOUNDATIONS
    ARE LAID

  • THE
    FOUNDATION

TOGETHER WE’RE GETTING READY
FOR A DIGITAL FUTURE.
Industry 4.0 is already a reality at Schwan-STABILO. In order to bring all employees along on the road to the future, the group has launched an extensive qualification programme and trained the first “Digital Transformation Managers”.
Schwan-STABILO opens its own crèche, “ColorLand”. The crèche offers 24 childcare places very near to the parents’ workplace. It has a main room with plenty of toys and a ball pool. Outside there is a slide and a nest swing. In the large, shady garden, the children can play and explore to their hearts’ content.
The acquisition of the Maier Sports group in July 2015 expands the Outdoor portfolio, adding the Maier Sports and Gonso brands. Up until now, the Outdoor division of the Schwan-STABILO group has been made up of the backpack specialist Deuter and the mountain sports brand ORTOVOX.
Grand opening of the new STABILO CUBE building and commissioning of the new cosmetics manufacturing facility in the USA. The acquisition of the Maier Sports group expands the Outdoor portfolio, adding the Maier Sports and Gonso brands.
Schwan Cosmetics lays the foundation stone for a high-tech site in the U.S. state of Tennessee. In September 2015, both American companies are brought together at the new U.S. head office in Murfreesboro with a centre for excellence in decorative cosmetics.
The group acquires the company ORTOVOX-Sportartikel GmbH, a pioneer in the avalanche safety industry and expert in functional mountain sportswear using wool, and continues the expansion of its outdoor division.
In 2010, Schwan Cosmetics GmbH & Co. KG acquires American cosmetics manufacturer Cosmolab based in Lewisburg, Tennessee. With this move, Schwan Cosmetics enhances its international presence in this region, adding to existing subsidiaries in the USA and Mexico.
Acquisition of backpack manufacturer Deuter. The outdoor trend is still on the rise. Nevertheless, both family and management have the courage to take a decisive step. The group's structure is expanded by a third division with its entry into the outdoor sector.
Move to the new head office in Heroldsberg near Nuremberg, and re-structuring of the company as a holding company.
1977–1992: In this period, Schwan Cosmetics releases numerous product innovations that pave the way for modern cosmetic pencils: the first twist mechanisms (cosmetic pencils that no longer need to be sharpened), a completely new generation of sharpenable pencils, and liquid eyeliners all begin their success story at Schwan-STABILO – and are now considered an essential item in every cosmetic bag.
With internationalisation and the following separation of the Writing Instruments and Cosmetics business units, Stabilo enters boom times as a globally successful company and Schwan Cosmetics is developed and expanded to become today’s leading private label producer for all renowned cosmetic brands, worldwide.
Sales hits STABILO BOSS and STABILO point 88 fineliner are launched. At the same time, the previously small cosmetics division becomes a second mainstay for the group.
Schwan-STABILO was the first German company to invest in Malaysia with a Joint-Venture. What began at Johor Bahru as a small factory with attached retail outlet and a workforce of 20 people, soon developed into a booming business. Until today it’s an an important location in Asia.
The company had been rebuilt out of the ruins of war into a modern and functioning enterprise in the center of Nuernberg.
Lirola – this lipstick in a matchbook was very popular among women, who wanted red lips even in bleak post-war Germany.
The British bombed the greater Nuremberg area for the first time in August 1940. The final blow came on 2 January 1945 when several hundred bombers hit Nuremberg and the factory, leaving extreme destruction in their wake. The historic city centre was in ruins and Schwanhäusser’s factory had been heavily damaged. Further air raids followed until the city was taken by American troops on 16 April 1945. After twelve years of Nazi rule, the city of Nuremberg and the pencil factory were in ruins.
A mishap occurs in the factory when pencils with a white undercoat pass through the coating tunnel – they are not completely coated, leaving the hexagonal pencils with distinctly white edges. Thus the edge stripes are “invented” and a trade mark is born.
The first eyebrow pencil is created from a “dermatograph”, which surgeons use in operations to mark the skin. The first delivery of eyebrow pencils to the USA lays the foundations for the later cosmetics business. Max Factor dealt personally with the Schwanhäussers.
A pencil with an extremely sturdy lead is created for the first time. The STABILO brand is launched.
Gustav Adam Schwanhäusser lays the foundations for the success of Schwan-STABILO, purchasing pencil company Grossberger und Kurz with a great deal of personal commitment. The company is still owned by the family, and is now in the fifth generation.

WHY A SWAN?
The swan has been part of the company's logo ever since the company was founded. It not only symbolises part the family name, but also represents the values of purity and beauty.
Georg Conrad Grossberger and Hermann Christian Kurz began mechanical production of pencils in 1855. There was no question that the global development of industry, art and science provided good conditions for the business. However, just ten years later, the company was in such financial trouble that it went up for sale.