Award “German Standards - Brands of the Century”: GEHWOL leads the way in foot care and podiatry

An independent jury headed by publisher Dr. Florian Langenscheidt has voted the brand GEHWOL, led by foot care specialist Eduard Gerlach from Lübbecke in East Westphalia, “Brand of the Century”. GEHWOL is best known for its quality in foot care, podiatry, and pharmacies. With the award and its inclusion in the compendium "German Standards – Brands of the Century," the publishing group DIE ZEIT recognizes, among other things, the companies' transformational achievements and their commitment to brand identity in a constantly changing world. The jury prize is awarded to one company in each product category, every three years. The special feature: The jury itself selects the candidates for the award. The award ceremony took place at the end of November 2024 in the exclusive setting of the Hotel Adlon.

“We live transformation,” says Timor Gerlach-von Waldthausen with delight. The family entrepreneur from Lübbecke received the "Brand of the Century" award from publisher Dr. Florian Langenscheidt in Berlin. With this honor, GEHWOL asserts its position as a “German Standard,” leading the field of “Foot Care”. The prestigious award is presented every three years by an independent expert jury from the publishing group DIE ZEIT. The initiators emphasize, only one company per industry can become "Brand of the Century." “All award-winning brands share one thing in common: they are adaptable and capable of recognizing the challenges in today’s world while setting the course for a secure future with enduring innovative strength.” This year, special attention is being given to the transformative capabilities of companies in the selection process. “Transformation is the guiding theme of the new edition of ‘Brands of the Century.’ It is what carries brands from a rich history into a promising future,” explains Dr. Langenscheidt during the awards ceremony. The "Brands of the Century" represent entrepreneurial vision, sustainable values, and a commitment to change. “They honor companies that are not only successful but also bold enough to set new benchmarks,” the initiators add.

This fits perfectly with the East Westphalian foot care specialist Gerlach and its GEHWOL brand. Two years ago, Timor Gerlach-von Waldthausen initiated one of the largest transformation processes in the company's history, the so-called GEHWOLution. Transformation has, however, always been a tradition in this company. Gerlach has been number 1 in the specialized trade since 1868, a full-service provider that has created an extensive brand universe around podiatry and professional foot care with GEHWOL. Including products, technology, professional practice equipment, its own GEHWOL Academy for foot care professionals, and much more. The seventh-generation CEO is leading the traditional brand into the future with his consistent brand relaunch. Visible indicators of this include the new brand claim "GEHWOL moving forward", the brand's clear alignment with current user needs and trends, as well as innovative and contemporary packaging design. But that's far from all. A brand also needs top infrastructure to inspire people. A few years ago, the management provided its employees with a modern working environment featuring the latest infrastructure. The new building on the edge of the Lübbecker Moor offers a great deal of comfort for a creative and interactive work culture. The brand’s products also benefit because research, development, and production can be carried out at this new site according to the highest environmental, quality, and hygiene standards. This does not only apply to Germany – GEHWOL brings foot health to over 60 countries worldwide. Therefore, GEHWOL is the global standard for healthy and well-cared-for feet. And it promises to remain adaptable, Gerlach-von Waldthausen says. As stated in the accompanying compendium of the "German Standards – Brands of the Century" award: "The transformation of a brand from ordinary to extraordinary does not happen through stagnation, but through constant innovation and adaptation."

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