Dr. Bronner’s Europe Announces Partnership with ‘dm’ for Top Selling Soaps to be Sold in 500 Stores Throughout Germany

Partnership Between Retail Giant and Ethical Soap Brand to Introduce New “Old and Improved” Packaging to German Consumers

DUSSELDORF, GERMANY – Dr. Bronner’s Europe, the EU based outpost of the family-owned maker of top-selling global natural soap and bodycare products, will launch in over 500 stores nationwide of the retail chain, ‘dm’ beginning mid/end of September, 2016. The launch in ‘dm’ stores will occur simultaneously with Dr. Bronner Europe’s rollout of the brands new “Old and Improved” package design which debuted in the U.S. in 2015, and will soon be released in tailored language versions for each market throughout Europe, beginning in Germany.

“Dr. Bronner’s is a unique company with a powerful message that makes the highest quality bodycare products. There is growing awareness of the brand throughout Europe, especially among German consumers who are embracing the products and are inspired by the social and environmental ideals behind them,” explains Axel Rungweber, CEO of Dr. Bronner’s Europe. “We are thrilled to announce this partnership with ‘dm’ stores, and are honored to partner with this chain who shares a passion for emphasizing social ethics and philanthropy,” continues Rungweber.

This unique partnership brings together two brands who embrace a social agenda above and beyond making a profit. dm-drogerie markt is a chain of retail stores headquartered in Karlsruhe, Germany that sells cosmetics, healthcare and household products, and health food. dm-drogerie markt is Germany’s largest retailer in annual revenue. The company has flat hierarchies, and social commitment ranks high. Founder Götz Werner, has stated that the wellbeing of the company’s employees is more important than the company’s profits.

Dr. Bronner’s is a family business committed to honoring the vision of founder Emanuel Bronner by making socially and environmentally responsible products of the highest quality, and by dedicating profits to help make a better world. The company’s commitment to progressive business practices is part of the company’s mission to put into practice the principles that inform the philosophy printed on the company’s iconic soap labels written by founder Emanuel Bronner.

The launch in dm stores will debut new packaging for Dr. Bronner’s products in Europe. Modeled after the aesthetic of the original labels on bottles of soap first created by Dr. E.H. Bronner in 1948, all products sold in DM stores will feature Dr. Bronner’s new “Old & Improved” labels which preserve and affirm the authenticity and history of the brand, as well as reflect the modern ethos and style of the current generation of the Bronner family and the products’ contemporary customers and fans.

“Our new product labels honor the legacies of our grandfather, Dr. E.H. Bronner, my father Jim Bronner, and my Uncle Ralph who have each helped shape this company into what is today,” says David Bronner, Cosmic Engagement Officer (CEO) of Dr. Bronner’s. “Each label contains this special pledge that represents a distillation of my grandfather’s philosophy that adorns our labels, while summarizing our mission and purpose as a company: In all that we do, let us be generous, fair & loving to Spaceship Earth and all Its inhabitants. For we’re ALL-ONE OR NONE! ALL-ONE!”

The original content of Dr. E.H. Bronner’s Moral ABC remains on the castile liquid soap labels. Content on the brand’s newer products, including its USDA Organic body care line, includes classic Moral ABC text as well as text that speaks to how the company is putting its mission into action through Fair Trade, protecting Organic Integrity, and advocating for social and environmental justice across a range of issues.

“For this current refresh of our labels,” says Michael Bronner, President of Dr. Bronner’s, “we have gone to our past to define our future. With a label as densely-worded as our own, we have now given proper balance to all the information and improved the readability of our grandfather’s message for optimal bathroom reading.”

For a timeline showcasing the evolution of the classic Castile Liquid Soap labels over the years, visit the Dr. Bronner’s website: https://info.drbronner.com/media-center/productlabeltimeline

Dr. Bronner’s products that will be stocked in ‘dm’ stores include:

  • 240 ml – 18 in 1 – Reine Naturseife (flüssig) in den Richtungen: Zitrus, Rose, Lavendel, Natürlich Mild und Pfefferminze, UVP 10,90€.
  • 240 ml Bio-Körperlotion in den Richtungen: Kokosnuss-Lavendel und Lavendel-Orange,
    UVP 14,90€.

Dr. Bronner’s is the top-selling natural brand of soap in North America and widely renowned around the world. Based on 2015 sales, a bottle of Dr. Bronner’s soap on average was sold every 3 seconds.


For further information on Dr. Bronner’s, please visit: http://www.drbronner.de.

For further press information please contact:
Axel Rungweber or Kathrin Gröber at:
+49 (0) 2133 9789320, Axel@drbronner.de or +49 (0) 2133 9789320,