Stewi AG: a Swiss classic conquering the world

Interview with Felix Reichardt, Ceo of STEWI AG:

STEWI stands for quality and tradition. How do you manage to reconcile innovation and brand identity?

STEWI is known for the unchanging quality of its product range, which is a major plus for our customers. Nevertheless, we must stay in tune with the market. We develop our products in-house, which enables us to incorporate innovations in short cycles.

What new trends do you see today in home and lifestyle?

We want to stay up to date with colors, so that we can offer our timeless umbrella dryers in various color variations at intervals. We also produce custom-made from a certain quantity.

What are your priority growth areas for STEWI?

We can certainly count on a loyal clientele in Switzerland, but we are now aiming for internationalization efforts, including online sales in Europe. The goal is to position STEWI as a reference brand to accelerate our growth.

How does STEWI position itself in the face of international competition?

All our products are manufactured in our factory in Saland from high-quality stainless steel materials. “Made in Switzerland” stands for quality, sustainable production and timeless design, which justifies our prices in comparison to our international competitors.

What is your vision for STEWI in 10 years?

In ten years, STEWI will be an international benchmark brand, which will have successfully transformed itself while capitalizing on its Swiss DNA.

Our brand will be firmly established in Europe and in targeted premium markets.

Stewi will no longer be just the iconic manufacturer of clothes dryers that it is today, but a provider of global and sustainable solutions for drying and caring for textiles. The range will include smart and connected products, such as drying systems that optimize their performance based on the weather or automatically adjust their orientation for maximum efficiency.

What role does sustainability actually play in your strategy?

Sustainability is a commitment we take very seriously. We are constantly adapting our production processes, and we are pleased that every dryer sold contributes to ensuring environmentally friendly drying of laundry..

You produce in Switzerland – what advantages does that bring you?

We have full control of our production in Switzerland; the advantage is that it allows us to have short supply chains and gives our production manager the ability to adapt production to meet peaks in demand, especially during the high season.

In terms of business culture, what do you value most at STEWI?

Each employee is valued and we have a great team cohesion.

Everyone starts the workday with enthusiasm and is committed to giving their best, not out of obligation, but out of pride in belonging.

It is this esprit de corps that makes us strong.

Your company is an Gold Member of S-GE. What do you like most about our collaboration and what else could we do to support you?

We are very happy and proud to have been able to get in touch with S-GE through a letter sent to the hubs of the countries that interest us. We quickly realized that without your support, our export development would be much more difficult. That is why we wanted to strengthen this partnership by opting for a Gold membership. We really appreciate this collaboration, because you always provide us with the best possible support in coordination with the Swiss Business Hub present in the target country.