NEWS
AGENTUR RICHTER wins gold at the German Brand Award with FOR Badwelt and is also named Newcomer Brand of the Year
Excellent Brands – Gold und Newcomer Brand of the Year – Heating & Bathroom
Client: Richter+Frenzel / FOR GmbH
At the prestigious German Brand Award 2025, Robert Oberberger, Managing Director of Richter+Frenzel, Tanja Boss, top expert for consumer-centric retailing and Alexandra Richter, brand consultant and Managing Director of AGENTUR RICHTER, once again received two important awards: Outstanding Brand Strategy for ‘FOR – Badwelt – Roll Out’ in the category ‘Excellent Brands – Heating & Bathroom’, FOR received the highest honour in ‘Gold’. The brand was also honoured as ‘Winner’ in the ‘Excellent Brands – Newcomer Brand of the Year’ category.
“The key success factor is the stringent adherence to the brand strategy based on the brand vision – AND maintaining the common thread even in turbulent times,” says Alexandra Richter.
A milestone for the young brand: Winning the German Brand Award twice is one of the young brand’s greatest successes since its launch. FOR was presented to the public for the first time in October 2023 and has been available exclusively in Richter+Frenzel’s bathroom stores since the first quarter of 2024.
‘Our vision of “making sensuality tangible” means that we want to reach our customers emotionally through a unique brand experience,’ says Robert Oberberger, Managing Director of FOR. ‘Together with Alexandra Richter, Agentur Richter, we have succeeded in making this empathy tangible at all touchpoints.’
Jury praises holistic brand management: The jury was particularly impressed by FOR’s clear and emotionally orientated brand strategy. ‘Particularly noteworthy is the consistent implementation of a uniform brand experience that can be felt at all touchpoints,’ the jury’s statement said. This experience is created by the harmonious interplay of aesthetics and function, which is consistently reflected in product design, communication and digital presence. The differentiated use of digital tools and the stylish approach make FOR a convincing example of modern brand management.”
The German Brand Award is one of the most widely recognised industry awards for brand management in the German-speaking world and is becoming increasingly international. It honours companies, agencies and service providers that stand out for their excellent brand work, stringent brand management and convincing communication. The independent jury, consisting of interdisciplinary experts from business, science and consulting, evaluates the submissions according to clear and accessible criteria, which emphasises the neutrality of the award.
Awareness is nothing. Desire is everything.
