Inside Fissler: a 180-Year-Old Brand's Modern Marketing Playbook

In this episode of The Future of Consumer Marketing, our host Roman Kirsch interviews Thordt Clausen, Director of Global Marketing at Fissler, a 180-year-old premium cookware brand generating €750 million in revenue. From their headquarters in rural Germany, Fissler has achieved remarkable success in Asian markets, with Korea accounting for nearly 50% of their global business. The conversation reveals how a traditional European brand maintains premium positioning while adapting to rapid digitalization, particularly in markets where e-commerce dominates consumer behavior.

Topics Discussed: 

• Transforming heritage brand assets for digital commerce platforms
• Managing global marketing teams across diverse cultural context
• Balancing traditional retail experience with e-commerce acceleration
• Adapting premium positioning for marketplace environments
• Navigating the shift between performance marketing and brand building 
• Strategically approaching major shopping events like Singles Day