Image Courtesy of Retterspitz.
Retterspitz is one of Germany’s oldest natural remedy brands – and one of the least self-promoting. Run by two brothers in the fourth generation, the company has found a rare balance: between apothecary tradition and contemporary brand thinking, between family-owned continuity and a carefully executed rebranding. A look at a brand that has stayed true to itself – precisely because it embraced change.
123 years of company history. Natural remedies, herbal wraps, essential oils. At first glance, Retterspitz sounds like a brand from another era. But stepping into the flagship store in Nuremberg reveals a different picture: this is not about nostalgia. It’s about clarity. And about how to translate a legacy into a present that moves faster than ever.
Today, Retterspitz is led by Markus and Florian Valet, great-grandsons of pharmacist Hans Scheck, who acquired the original formula from Margarete Retterspitz in the early 20th century. She was a pioneer in natural healing – and controversial enough at the time to be forced out of Germany. “We try to preserve the spark, not the ashes,” says Markus Valet. That spark is the idea of holistic well-being. The context around it has shifted, but the principle remains.
Image Courtesy of Retterspitz.
In 2012, the brothers decided to relaunch the brand. Less pharmacy, more visual precision. Less tradition for tradition’s sake, more attitude. The visual identity was updated, the product range restructured, the communication made digital. They weren’t looking to erase the past – only to refocus it.
“People knew us through their grandparents. That’s nice, but it doesn’t tell the whole story.”
Today, Retterspitz offers natural remedies, skincare and two fragrance lines. Creating perfumes might seem like a detour for a health brand, but the decision makes sense: the core scent note is juniper, a staple ingredient in Retterspitz’s classic remedies. For the composition, they brought in Berlin-based perfumer Geza Schön – more often associated with niche, experimental scents than with heritage brands.
One of the brand’s key principles is control. All production takes place at the company’s site in Nuremberg, right next to the office. “That’s how we keep a close eye on everything,” says Florian Valet. About 80 employees work here, many of them long-term. It’s a contrast to the fast-moving setups of many direct-to-consumer brands.
Image Courtesy of Retterspitz.
The brothers split their responsibilities: Florian oversees product development and design, Markus handles the financial side. Strategic decisions are made jointly – often over lunch, every day at noon. It’s a classic division of labor that works, mainly because there’s a high level of trust between them.
They came to social media late – but deliberately. TikTok didn’t fit. Instead, Retterspitz focuses on YouTube, Instagram and Facebook, with a content strategy centered on knowledge and calm communication. Their YouTube channel, focused on medical and skincare insights, has attracted over 30,000 followers. No hype, no trends – just quiet expertise.
Looking ahead, their goals are measured. Growth, yes – but not at any cost. The next generation is getting ready, but there’s no handover plan with a fixed date. “We told our sons they don’t have to be copies of us,” says Florian. “They’ll shape the company in their own way.”
Retterspitz doesn’t come across as a brand hungry for attention. It knows its place: somewhere between healing traditions, contemporary design and understated consistency. And that may be its biggest strength.