How Visions Shape the Dental Industry
Interview with Dr. Henning Richter, Managing Director of Anton Gerl GmbH
For over a century, Anton Gerl GmbH, now known as GERL., has been shaping the dental industry in Germany. The company has successfully positioned itself in the market through its comprehensive range of products and services, its strong digital orientation, and a clear commitment to family values. Dr. Henning Richter, managing director and owner, provides insights into the company's history, the importance of employee orientation and the ambitious future plans.
The family business Anton Gerl GmbH was founded in 1911 in Berlin. After World War II, Agnes and Heinz Richter rebuilt the company in Cologne. In 1965, Jürgen Richter, the son of Agnes and Heinz Richter, took over the company. With a background in business administration, he helped many dentistry students set up their own practices and established the so-called practice founding seminars, in which dentists were trained in business administration and personnel management. These seminars laid the foundation for expansion and the establishment of subsidiaries. Henning Richter joined the company in 1997 and continued to lead it together with his father. 'Together with the entire team, we have expanded the company from five locations and 130 employees to today 24 locations and over 900 employees,' he explains happily. Today, the company generates revenues of over 330 million EUR. The clientele includes about a quarter of the German dental market, including over 12,000 dental practices and dental laboratories.
Corporate Culture and Employee Orientation
The company's philosophy is to operate as a family business – and that includes all employees. Henning Richter places great importance on meeting all new employees personally during onboarding. 'It is important to gain a personal impression of each other,' he emphasizes. Birthdays and anniversaries of employees are also highly valued in the company. This family-like corporate culture is reflected in the close customer relationships: GERL. accompanies its customers from the establishment to the handover. The corporate culture is based on five core values: Respect, Health Promotion, Belief in Progress, Sustainability, and Responsibility for future generations. These values shape daily life in the company and are evident in the way employees and customers are cared for. The company is committed to sustainable action and supports numerous educational and environmental protection projects.
Range of Services and Technical Excellence
Anton Gerl GmbH offers a comprehensive range of products and services for the dental industry. As a dental depot, the company operates in both wholesale and retail of dental medical products and provides technical customer service as well as specialized services. In addition to new products, GERL also offers refurbishment and sale of used medical devices and furnishings, which are processed in its own workshops. Anton Gerl GmbH also operates a 100% subsidiary in the Netherlands that offers the same services, as well as a leading online shop throughout Europe. Furthermore, Anton Gerl GmbH is a shareholder of Dental Union GmbH, one of the largest central warehouses for dental medical consumables in Europe. The company also offers professional development with its own lecturers in the health sector and supports practices and laboratories through coaching and process optimization. These services, combined with technical excellence and comprehensive customer service, make the company a reliable partner in the dental industry.
Digitalization and Future Perspectives
Anton Gerl GmbH consistently focuses on digitalization to meet the requirements of the modern dental office. "Digitalization in dental practices now separates the wheat from the chaff," emphasizes Henning Richter. Already ten years ago, the company digitized most of its business processes, which made it particularly resilient during the coronavirus pandemic. "By 2027, we will be completely digitalized in all areas and up to date," says Henning Richter. In addition to digitalizing internal processes, the company offers its customers state-of-the-art ordering and inventory software, as well as innovative high-tech products such as 3-D printers, digital oral scanners, and CAD/CAM systems. The company is also leading in the IoT (Internet of Things) sector and has already connected many customer devices with a monitoring system to ensure their operational readiness.
Looking to the future, the company plans to further expand its market position and to expand internationally. "We already sell online across Europe and will also be present on-site in countries with greater feedback, such as Spain," announces Henning Richter. The succession of the company is also being prepared, with a female successor planned, which will also involve an adjustment of the corporate identity. Despite the targeted expansion, the company remains true to its core philosophy: "We live Dental. Since 1911." This very attitude will ensure the success of Anton Gerl GmbH in the future.