Made for Warmth, Made for Water
Interview with Wolfgang Kraus, Managing Director of Fashy GmbH
Fashy GmbH is known for high-quality hot water bottles and functional swimming products - distributed through pharmacies, drugstores, specialty retailers, and its own digital channels. The family business founded in 1948 is today led by Wolfgang Kraus in its 3rd generation. The managing director talks to us about tradition consciousness, digitalization, and the ambition to become a major player in competitive sports in the future.
Since its foundation, Fashy GmbH has evolved from a provider of drugstore and household goods into a modern medium-sized enterprise with about 155 employees. The focus is on two product groups: hot water bottles and heat pads, as well as swimwear and swimming accessories. While the heat products are mainly distributed through pharmacies, drugstores, and grocery retail, the swimming range is increasingly aimed at ambitious recreational and competitive athletes.
"Our goal is to play a significant role in club and competitive swimming in Germany, Austria, and Switzerland," emphasizes Wolfgang Kraus. The cooperation with the German Swimming Federation and the private label Aquafeel underscore this claim. During the coronavirus pandemic, sales in the swimming sector initially dropped to 30% – but demand quickly returned. Hot water bottles, on the other hand, experienced unexpectedly high demand during this time.
Strong in Logistics – Open to New Ideas
A central success factor is the company's own logistics: Fashy delivers quickly and reliably – especially in seasonal business, this is a clear advantage. "Our customers know they can rely on us," says Wolfgang Kraus. This reliability as well as the commitment to quality shapes the company philosophy: Whether a hot water bottle or swimming goggles – every product must deliver on its promises. Fashy responds to geopolitical uncertainties, for example in Asia, by strategically stocking up on core items to prevent supply shortages. Also, digitalization is being consistently pushed forward: Online dealer platforms, B2C shop and EDI connections already generate about 30% of the revenue – and the trend is rising. Fashy understands digitalization not just technically, but as cultural change: "You have to bring colleagues on board in this journey – both internally and externally," says the CEO.
Responsibility as a Guiding Principle
Sustainability is high on the agenda. Already today, all outer fabrics of the swimwear collection are made from recycled materials – Fashy wants to continue this approach with hot water bottle covers. Moreover, the company is working to make packaging more environmentally friendly and to reduce energy consumption. Measures such as LED lighting, conscious mobility, or sustainable fabric choices are firmly embedded in the daily routine. "It's not just about cost efficiency, it's about a real sense of responsibility for the resources of this world," says Wolfgang Kraus. In the long term, it is not just the product that should convince, but also the attitude behind it. Those who choose Fashy are choosing a company with principles. "The game before is the game after," says Wolfgang Kraus. "Those who want to stay ahead must continue to evolve."