Source: Deutsche Nachrichten
A brand with more than 100 years of history doesn’t need to be reinvented. It must remain easy to understand. That’s why Gebr. Schröder GmbH is aligning Original LÖWE more clearly with its customers’ applications and needs. The brand’s heritage remains evident: in durable products, repairable designs, and cutting technology that has been refined since 1923.
It all began with the world’s first anvil pruners. Walther Schröder developed them in 1923 and filed a patent for them. The cutting principle continues to define Original LÖWE to this day. For the company, quality also includes how long a tool remains in use. On all models, wear parts such as the blade, anvil, or spring can be replaced individually. If a part is worn out, the shears can be repaired and continue to be used.
“The anvil pruner were developed by my grandfather, Walther Schröder, in 1923, and a patent was filed for them. These origins continue to shape our company to this day. For us, quality must still be evident even after many years. A tool should be able to be used for a long time, maintained, and repaired as needed,” says Randolph Schröder, M.Eng., managing director of Gebr. Schröder GmbH.
This philosophy also shapes the brand strategy. Original LÖWE therefore divides its product range into four sub-brands: GardenPRO, INDUSTRIAL, natural, and Hunting shears. Each represents a clearly defined area of application.
GardenPRO is aimed at private and commercial users in gardening, fruit growing, viticulture, and landscaping. INDUSTRIAL stands for cutting solutions in industry, trades, manufacturing, repair, and logistics. With natural, the focus is on quality, feel, and natural materials. Hunting shears is aimed at hunters, meat processors, and outdoor enthusiasts.
“We’re not reinventing Original LÖWE. We’re simply clarifying what the brand has stood for over the decades and which solution is best suited for which application,” says Artur Hirzel, who is responsible for brand management at Original LÖWE.
The new structure is also reflected in the packaging, visual language, website, online store, and digital communications. Professional users and private consumers should be able to more quickly identify which tool is right for their specific application. This also applies to reaching international markets. Since 2025, the “Brand of the Century” and “Great German Brands” awards have complemented Original LÖWE’s brand identity.