As outlined in Part 1: A Legacy of 160 Years — The Story of Weitnauer Group, our first century was defined by transformation — from a Swiss tobacco retailer to one of the earliest global players in the duty-free industry. That chapter traced our evolution through innovation, expansion, and adaptability across continents.
The early 2000s then marked a decisive turning point. Following decades of global growth in travel retail, the divestment of our shares in Dufry signaled both an ending and a new beginning — a transition from being part of one of the world’s largest duty-free operators to becoming an independent, globally diversified distribution group. This strategic shift allowed us to refocus on our entrepreneurial DNA, strengthen regional autonomy, expand multi-category operations, and build a scalable omnichannel model grounded in local partnerships and trust.
Now, we turn the page to the third chapter of our 160-year journey — a story of modernization, digital transformation, and global integration, where Weitnauer continues to evolve while staying true to the values that have guided us since 1865.
Chapter 3: Strategic Rebalancing and the Road Ahead (2005–Present)
In 2004, Weitnauer made a conscious decision to divest selected retail operations and refocus on B2B operations in both travel retail and domestic markets globally.
Domestic Strength, Travel Retail Precision
This strategic shift allowed us to diversify revenue streams and double down on multi-format B2B distribution, while maintaining our travel retail footprint in high-performing locations.
- In 2010, we expanded into Türkiye through the acquisition of DEM GlobalBrands.
- In 2011, we entered the Brazil domestic market by launching Weitnauer do Brazil, further consolidating our position in Latin America.
- In 2017, we opened our first diplomatic shop in Mali, strengthening our presence in West Africa.
- In 2021, we accelerated digital transformation across all regions, investing in:
- ERP platforms
- Cloud-based inventory systems
- Integrated dashboards for global transparency
These tools gave regional offices—from Mali to Brazil—greater autonomy while remaining connected to centralized intelligence and governance.
In 2023, we launched a distribution subsidiary in Uruguay, enhancing supply chain efficiencies and creating synergies with our operations in Brazil and Paraguay. Despite initial lead-time challenges, the regional network enabled rapid activation. Today, Weitnauer Uruguay supplies nearly 50 points of sale, with fragrances, lifestyle products, and premium beverages like Peroni leading the portfolio.
Also in 2023, we opened a new Middle East hub in Dubai—a signal of long-term commitment to MEA markets and operational proximity.
In 2024, we are launching offices and warehouses in Kenya and Ivory Coast, covering two clusters of nearly 30 African countries and helping our global partners unlock opportunities across the continent.
During the same year, 2024, we developed a new brand identity—a fresh, modern look rooted in 160 years of entrepreneurial heritage and global expansion.
In 2025 we celebrated 160 years of Weitnauer with the launch of Giving Back to Our Communities—a cross-regional charity initiative that expresses our gratitude for the trust and loyalty built across generations and markets.
160 Years In — Still Evolving with Purpose
We’re proud of our history—but we don’t rest on it. At Weitnauer, we aim to act with intention, grow with partners, and adapt with each new chapter. Because for us, moving forward and adapt quickly is essential.
As for now, Weitnauer Group, we provide end-to-end support to our partners—from distribution and logistics to marketing, sales, after-sales services, financial reporting, strategic market analysis, and digital infrastructure.
Our work with more than 560+ partnership across six core product categories:
- perfumes and cosmetics
- beverages and spirits
- fashion and accessories
- tobacco and reduced-risk products
- food and confectionery
- watches and jewellery
Today, we operate in over 100 countries through 20+ companies across four continents, are supplied by more than 200 trademark owners, and represent 565 brands.
With a team of 500+ full-time employees and a network of 17 offices and 22 warehouses, we’ve evolved into a truly omnichannel, cross-brand distributor—connecting global brands with local markets through operational depth, market intelligence, and consumer focus. If you’re looking to grow your brand with a partner who understands the full value chain, we’d be happy to explore what we can build together.
What Continues to Shape Us
- Spotting Opportunity Early
We stay attentive to market signals and respond with care and commitment. - Entrepreneurial Spirit
Our family-led structure encourages thoughtful, locally grounded decisions. - Balanced Growth
Combining travel retail and domestic distribution helps us stay adaptable through change. - Investing in Systems & Standards
We continue to build digital tools, logistics capabilities, and compliance processes that support our partners. - Rooted in Local Realities
We aim to grow alongside the communities we serve—always with respect, always with perspective.
