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Deuter acquired by Schwan-Stabilo

Deuter Sport GmbH and its U.S. subsidiary, Deuter USA, have been acquired by Schwan-Stabilo, a company based in Heroldsberg, Germany, that manufactures writing instruments and private-label cosmetics. For Schwan-Stabilo, Deuter is the first company to be included in its newly formed Outdoor Business division.


Deuter Sport GmbH and its U.S. subsidiary, Deuter USA, have been acquired by Schwan-Stabilo, a company based in Heroldsberg, Germany, that manufactures writing instruments and private-label cosmetics. For Schwan-Stabilo, Deuter is the first company to be included in its newly formed Outdoor Business division.

“Deuter’s previous owner, Michael Franke, simply wanted to sell the company, and the timing is right,” Deuter USA President Patry Loomis told SNEWS®. “Deuter is a growing, profitable business, and doesn’t really need anything fixed.”

Bernd Kullman, Deuter’s previous general manager, has been promoted to managing director, and aside from this promotion not much will change for Deuter. Loomis said there would be no other changes for Deuter’s facilities or personnel.

“I’m very confident that this will work very well,” said Loomis. “They’re interested in growth, and we are, too. But they also have a realistic approach to the business.”

Loomis noted that Deuter now has distribution in 45 countries, and in many countries it has significant market share and a high profile. He added that, since Deuter entered the U.S. market in 2001, its sales have grown 30 percent to 40 percent a year.

No changes with facilities or employees are planned.