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Jul 24

Made in Germany: Challenges and opportunities

The "Made in Germany" label of quality has been enjoying an excellent reputation worldwide since 1891 and is a symbol of trust in the innovative, high-quality manufacture of products and services made in Germany. The top quality of "Made in Germany" products in particular is one of the greatest arguments for customers to buy. However, the current economic situation also creates several challenges for Germany as a production location. This article explains what they are and how we deal with them at Aeris.

First of all, what exactly does Made in Germany mean?


The "Made in Germany" seal of quality is particularly well known for its high quality. Thanks to continuous optimisation of production and the use of state-of-the-art technologies, first-class standards are created - from raw materials and intermediate products to the finished end product. end product.

Security and environment

In addition to their high quality, products "Made in Germany" also stand for their strict safety and environmental guidelines. The strict regulations in Germany ensure that the relevant requirements are regularly checked by independent testing organisations. To enable future generations to live on our planet as well as we do today, certain environmental guidelines must be adhered to during production. These are also regularly inspected by the government to ensure high standards. In fact, many manufacturers have set themselves the goal of not only meeting but exceeding those safety and environmental requirements.


For many customers, this criterion of products "Made in Germany" is often the decisive purchasing argument: sustainability. Thanks to the high quality standards, manufacturers are able to offer long guarantees on their products. The design and manufacture of the products is always at the cutting edge of research, guaranteeing a high level of reliability and long-term usability.


The top quality "Made in Germany" is not only reflected in the products: the employees are also highly qualified and trained. In order to reduce fluctuation and promote long-term loyalty, companies invest specifically in efficient training and further education for their employees and in creating an inviting working environment. To this end, companies today offer attractive additional services beyond the legal requirements, such as company kindergartens, fitness studios, vegan food in the canteen, sabbaticals and much more. To reduce the risk of injury for each employee, trained occupational safety committees develop individual measures for each company, while in the event of illness, health insurance companies and professional associations offer comprehensive protection.

With its comprehensive requirements, "Made in Germany" not only stands for first-class quality products, but also for excellent working conditions and innovative technologies, which together form the basis for the international reputation and success of this seal of quality.

Aeris product development and technologies made in Germany At Aeris, we develop the technologies and all components of our products ourselves.

The origins of "Made in Germany"

With the rise of globalisation in the late 19th century, trade in Europe expanded, with Great Britain as the leading industrial nation. Hoping to get on board with this success, many European countries began to manufacture and export copies of the high-quality British products. Among these, German copies of the Sheffield knives and scissors made of cheap cast iron were particularly popular on the British market. Although these were nowhere near as good as the cast steel originals in terms of quality, they were readily purchased by importers due to the low prices and cheaper production costs.

In order to protect its economy, the British government introduced mandatory labeling for imported goods and products in 1887. However, the German industry quickly caught up in the production of high-quality products, so that the "Made in Germany" label, originally intended as a deterrent, quickly developed into a symbol of excellence and quality. The high reputation and increased trust in German products ultimately led to rapid growth in the German economy. The good reputation of the "Made in Germany" seal was further stabilized, particularly after the end of the Second World War.

Prerequisites and requirements for "Made in Germany"

Legal requirements

As there are no statutory regulations in German law that set out specific requirements for the designation of origin "Made in Germany", the designation is repeatedly the subject of legal disputes.

According to various EC regulations and judicial rulings, a value added share of at least 45 percent in Germany is generally required for a commercial use of the "Made in Germany" label.  In individual cases, however, a lower percentage is also accepted as sufficient. The Federal Court of Justice (Bundesgerichtshof, BGH) has ruled that products can be labelled "Made in Germany" if their manufacture, the final assembly and a significant proportion of the value added takes place in Germany. It becomes particularly tricky in cases with multi-stage production - i.e. when individual steps of the manufacturing process take place abroad and, for example, only the final assembly takes place in Germany. In the end, the courts will decide whether the designation "Made in Germany" is still justified under these circumstances.

In any case, it is legally certain that the designation “Made in Germany” is clearly not permitted if essential parts of the product come from abroad. This violates the “Law against Unfair Competition”.

The biggest requirement for the Made in Germany logo is the manufacturing process in Germany. We are proud of the many patents for our in-house developments.

So let’s summarize again:

The most important requirements for the approval of products with the "Made in Germany" seal arise from the manufacturing process. The key stages of the value chain, such as development, design, production and quality assurance, must take place in Germany. It is therefore not absolutely necessary for a "Made in Germany" product to be manufactured entirely in Germany, from concept to completion. What is crucial is that the important quality features and characteristics that are particularly relevant to the value of the product from the consumer's perspective, come from German value creation.

Why Aeris relies on "Made in Germany"

The fact is that Germany, as an export nation, is currently facing enormous challenges in times of inflation. The rising costs are putting such a heavy burden on German medium-sized companies that production in Germany is simply becoming too expensive and many are therefore having to relocate their production facilities abroad. According to a Chamber of Industry and Commerce survey, one in ten companies is already planning to do this.

The furniture industry is also currently in a tense situation and we as a medium-sized company have to face the current challenges too. Nevertheless, we want to hold on to our values ​​and the quality of our products and keep Germany as our location of production. The decision against relocating abroad had various reasons:

  • Quality
  • Sustainability
  • Flexibility
  • Optimal surrounding conditions
  • Customer Service
  • Export

1. Quality

Our products are characterized by the highest quality of materials and workmanship as well as their durability. Each product component is traditionally handcrafted in our German factory - a standard that we cannot provide in a production location like China. The high global reputation of "Made in Germany" helps us to successfully position our products on the international market.

2. Sustainability

We believe it is our responsibility to contribute to climate neutrality. We significantly reduce our CO2 emissions by using durable products, regional suppliers and short transport routes. 80% of our suppliers are based in Germany, 53% of them in Bavaria. These efforts are supported in Germany by tax incentives and strict environmental regulations. We have responded to rising energy costs by using renewable energy, particularly solar power. Since 2023, we produce more energy than we consume.

3. Flexibility

In Germany, we have all the key parts of the value chain in one place, from development to production, administration and suppliers, which gives us a short supply chain and enormous flexibility. This helped us a lot especially during the Corona pandemic. While other companies had to stop their production, we were able to keep it running at full speed. Our commercial customers in particular benefit from this flexibility, as we can respond quickly and flexibly to special requests.

4. Optimal framework conditions

With a first-class infrastructure, stable legal framework and a reliable energy supply, Germany offers optimal conditions for companies. Our regional roots and our networks enable us to adapt quickly to market changes. In addition, Germany offers numerous financing options that make it easier for us to raise capital for investments and growth.

5. Customer service

Our presence in Germany allows us to better respond to the needs of German customers. Direct contacts offer individual solutions and fast service without customers ending up in the call center.

6. Export

Our products offer real added value by relieving pain and increasing well-being. This is why our customers choose our products even in difficult economic times - and worldwide. In addition to the German market, we export to over 40 other countries, primarily in Europe. In order to counteract the current weakness of the German market, we are therefore concentrating on expanding our export markets.

The prerequisite for the Made in Germany logo is the German manufacturing process. Each of our products is handmade in Germany using the traditional manufacturing method.

In conclusion, it is clear that the "Made in Germany" seal of quality is more than just a label - it stands for outstanding quality, sustainability and innovation. At Aeris, we consciously rely on these values ​​to create products that are not only ergonomic and functional, but also meet the highest standards. Despite the current economic challenges, we remain true to our location in Germany in order to continue to guarantee flexibility and excellence. With this philosophy, we guarantee our customers the proven quality and reliability of our products.

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