Dirk Petermann has been the new Managing Director of Margarete Steiff GmbH since 24 September 2018 and will assume responsibility for the traditional brand in the future. Together with his team, Petermann will continue to realize the dynamic growth and expansion of the internationally active Giengen-based company.

“I am very happy that we were able to win Mr. Petermann for our company. Since 1880, our Steiff brand has lived true to the principle: Only the best is good enough for children. With Mr. Petermann’s extensive experience and creativity, we will consistently further develop Steiff as the leading international premium brand for children,” says Jan-Patrick Schmitz, Chairman of the Advisory Board of Steiff Beteiligungsgesellschaft GmbH. “Children are the core of our families and the future of mankind. With his passion for premium and innovative quality products, Dirk Petermann will create new products for children that meet our highest demands for safety, health, play and inspiration.”

Steiff’s potential is to be fully exploited

Prior to his new position as Managing Director at Steiff, Dirk Petermann was Managing Director of the “Home Demo/Saison” division at Brauns Heitmann and held several management positions at Hasbro in Germany, the USA and the growth markets in Eastern Europe.

“I am enthusiastic about the great momentum at Steiff and very much looking forward to continuing the transformation of the business together with the team and fully exploiting the enormous potential of the brand domestically and abroad,” says Dirk Petermann, the new Managing Director of Margarete Steiff GmbH.

Peter Hotz hands over his business to Dirk Petermann and can therefore concentrate on his tasks as Managing Director of Steiff Beteiligungsgesellschaft GmbH again as planned: “With his experience from international group structures and medium-sized businesses, combined with his know-how in the toy, entertainment and home decoration industry and his competence in leading intercultural teams, Dirk Petermann has an impressive history. I am looking forward to his further development of our well-known traditional brand,” says Peter Hotz, Managing Director of Steiff Beteiligungsgesellschaft GmbH.

The traditional Steiff brand

The traditional German company Steiff is known for its quality label “Button in the ear”. The history of the company begins in 1877. At the age of 30, Margarete Steiff founded a felt clothing business. So it all began with a pincushion for her friends, the famous “Filzelefäntle”. This was so well received by the children that the first child-friendly toy was created. In 1902 Margarete Steiff’s nephew Richard created the first teddy bear, which was presented for the first time at the Leipzig Toy Fair. For over 135 years Steiff has been the world’s best-known toy and soft toy manufacturer. Since 2007, Steiff has expanded its range to include children’s and baby clothing and has also had its own shoe collection since summer 2017.



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