"We are shaping the electrical infrastructure of the future"
Interview with Matthias Gerstberger, Director of Marketing at OBO Bettermann Holding GmbH & Co. KG
In the course of the transformation of construction projects, growing sustainability requirements, increasing technology density, and international market dynamics, electrical installation technology is challenged like never before. The family-owned company OBO Bettermann from Menden meets these challenges with innovative strength, global foresight, understanding of market potentials, and forward-looking solutions. In conversation with Wirtschaftsforum, Matthias Gerstberger, Head of Marketing and Market Development, provides insights into the company's strategies and visions.
Wirtschaftsforum: Mr. Gerstberger, how has your company fared with the current developments in the construction industry?
Matthias Gerstberger: We operate in three-tier distribution, so you won't find our products in DIY stores or end-customer shops. However, this also means: We are heavily involved in large projects – airports, power stations, large administrative buildings – and thus depend on their economic cycles. The general stagnation of the construction industry does affect us, but our international setup with over 40 subsidiaries and nine production sites worldwide cushions this. The German market remains our strongest pillar with about 40% of our revenue share – here we expect a revival considering upcoming measures and investment packages.
Wirtschaftsforum: You mention international setup – how important is production in the USA for you?
Matthias Gerstberger: Having our own US production is a clear advantage, particularly in light of the current geopolitical situation. We not only deliver faster, but also circumvent potential trade barriers. In general, it shows that those who can organize value creation locally are better prepared for global disruptions. This helps us remain reliable, especially in times of uncertain supply chains.
Wirtschaftsforum: What importance does the further training of your employees at OBO have?
Matthias Gerstberger: A very high one. Qualified employees are a central factor for our success. Therefore, with the OBO Academy, we have created our own platform that offers practical training – both internally and for external partners like planners or installers. It's not just about products, but about a deep understanding of applications, standards, and technical developments. In a dynamic industry, current knowledge is crucial. The trainings take place on our campus in Menden or digitally.
Wirtschaftsforum: What issues are you currently focusing on particularly?
Matthias Gerstberger: Sustainability is right at the top. We are currently building our own department to cope with the rapidly increasing requirements – such as the CO2 footprint for each product, the PCF (Product Carbon Footprint), which we have already calculated for about half of our portfolio. EPDs (Environmental Product Declarations) are also gaining importance. Here, we work closely with external institutes. Special attention is also given to solutions for renewable energies – especially in the field of photovoltaics, where we offer systems for flat-roof, pitched-roof, and open-field applications. Our participation in the UN Global Compact underlines how seriously we take sustainability – also internally, through clear prioritization in management.
Wirtschaftsforum: Another topic is the new BlackLine series. What's behind it?
Matthias Gerstberger: The BlackLine is our response to architectural trends and the change in the use of existing buildings. Increasingly, industrial halls or old buildings are being converted into modern offices – with visible technology as a design element. Black installations are in greater demand than ever. Since we can provide complete solutions for black installations on floors, walls, and ceilings, BlackLine has generated significant interest – currently especially in the German market. The demand is so high that we are struggling to keep up with scheduling. In addition, this line offers us the opportunity to specifically target architects and planners who will have an even greater say in sustainability matters in the future.
Wirtschaftsforum: Where do you see the most important growth potentials for OBO?
Matthias Gerstberger: We have around 30,000 different products – but not our full portfolio in every market. Just by consistently opening up new markets with existing solutions, there is tremendous growth potential untapped. Additionally, we are closely monitoring trends such as the circular economy. In countries like the Netherlands, there are already models where manufacturers take back products after years and refurbish them – this will also be a topic for us. We are currently reviewing initial ideas for these second-life models.
Wirtschaftsforum: How do you introduce your innovations to the market?
Matthias Gerstberger: In addition to trade fairs such as BAU in Munich, we rely heavily on digital channels. With 108 social media channels worldwide and over 120,000 followers, we communicate specifically – for example, with webinars for architects. Platforms like ‘WirliebenBau’ are important touchpoints for us. It is always crucial to us not just to communicate products, but solutions and concrete application examples. For us, marketing means dialogue and relevance – not just reach.
Wirtschaftsforum: What is your vision for OBO?
Matthias Gerstberger: We want to actively shape the electrical infrastructure of the future. For us, it's not necessarily about constantly developing new products, but rather about better leveraging the potential of our already very comprehensive portfolio worldwide. Our goal is to be present across all relevant markets as a full-range provider, ensuring continuous, sustainable growth. The vision behind this is clear: we want to remain visible as a reliable quality provider, and become indispensable — for customers around the world.