Plenty of ideas, application and foresight
An interview with NaturalLook directors Gerhard and Frowin Pitschl
Behind every successful company always lies a bold past – confidence, tenacity and a degree of luck all play their part too! In 1974, Ewald Pitschl opened Bozen’s first comfort shoe store and, nine years later, he and his brother Gerhard took over the distribution for Italy of the BIRKENSTOCK brand, with other brands such as Haflinger and Finn Comfort following. Ewald has since retired from business life, while Gerhard Pitschl too is looking forward to retirement. We take a look at NaturalLook’s history along with Gerhard and his nephew Frowin, now the owner of the company.
Gerhard, it was your brother who laid the foundations for NaturalLook back then. How do you remember those times?
Gerhard: Ewald had been the owner of Bozen’s comfort shoe store for several years, which represented a completely new market at the time. When the wholesale business started in 1983, I had just become a father and needed a job – so it was only natural that I would join the company. Ewald was always the one with new ideas and he would also canvass the customers. I was more practical, looking after the stock and taking orders. I would meticulously make a written record of every pair we sold (laughs).
I remember that people would frequently smile at our healthy shoes, as these didn’t have the appearance that fashion dictated – which in Italy was then the be-all and end-all.
“You’ll never sell these shoes!” they said.
Statements like this actually made us more determined, however, and I was completely convinced of the products as they emphasised both the health aspects and the high-quality materials used. At first we would sell only to orthopaedic practitioners, not shoe shops – the fashion business initially didn’t want anything to do with our niche products. The greatest challenge of all was therefore to find representatives who could market the shoes with both conviction and success! Our first major results came in 1986-87 and, with appearances at footwear fashion shows, it all got rolling between 1992 and 1995.
Finally, with no intervention on our part, the Fendi label sent its models onto the catwalk wearing BIRKENSTOCK sandals. Then the first well-known American actors were spotted with these sandals on their feet – and that was how the success story began. We were unquestionably pioneers in making health shoes socially acceptable in Italy – and we were also leaders in pushing their distribution throughout Europe.
Generations, personalities – and why differences often produce the best results
Frowin, how did you grow into the company?
Frowin: I was only nine years old at the time – yet even then I could sense my father’s passion. I still remember the old Ape 500, the little delivery truck that was used for carrying the first pairs of shoes back then, and I couldn’t wait to be driving around in it. The time finally came once I turned 13 – but one year later, sadly, the vehicle was no longer roadworthy, which greatly annoyed me (laughs). At that time I was helping out a lot in the warehouse, which was great fun. And, while I have repeatedly tried my hand at other jobs – for instance as a waiter’s assistant or as a bricklayer – I was always able to get a taste of the various areas of the company and even participate in discussions. That sparked my interest further and I decided to study economics, even though I had originally planned on technical studies. For a while I worked in a company in Germany where I learned the whole A to Z of what you need to know and be able to do to run a successful business. This experience was extremely valuable for when I came to take over at NaturalLook – although we now have an excellent management team and I have been able to delegate large areas of responsibility.
What is it like when different generations are working under one roof?
Gerhard: I see myself more as a bridge between the generations – I am only 13 years older than my nephew Frowin. We are all quite different in character, however, especially Ewald and I: he was more the creative type, while I would address things in a more structured and concrete manner.
These differences would surely lead to differences of opinion…
Gerhard: Oh yes, very often in fact. However, I know that our different personalities were fundamental to the company’s success. Without Ewald’s wild ideas I would never have looked for ways to realise them. And without Frowin’s foresight and openness we would probably not be where we are today.
What makes NaturalLook so special?
Frowin: Our basic philosophy has always been the same. NaturalLook stands as ever for comfortable footwear with high aesthetic qualities. Dealing with our partners, dealers and, last but not least, with our employees in a respectful, fair and open manner is for us one of the vital pillars. We also work to the highest professional standards for the benefit of our customers, all with the necessary seriousness and a down-to-earth approach.
Gerhard has now practically retired. Has this led to a noticeable change at NaturalLook?
Frowin: Yes, you could say that. We informed our managers about this fact last year and worked out a new organisation chart. Gerhard’s retirement also means a reorientation and more responsibility for the managers: they have to become even more self-reliant, but of course will also have more options – Gerhard’s tasks and operational areas were after all very wide-ranging and he dealt with them very conscientiously.
How are you looking forward to this event, Gerhard?
Gerhard: Since I joined the company very early on, I never asked myself what I would actually like to do. But now I have – and I am looking forward to enjoying it! I now have time for cycling trips. I want to start playing the guitar again, and I intend to spend lots of time in Vienna with my grandchildren. Maybe I’ll also learn a foreign language, who knows.
I wish that things will continue to run just as smoothly for Frowin and NaturalLook and that the right decisions will be made at the right time – but I have no doubts on that score. Frowin can plan and act with a keen eye to the future and he has excellent, highly motivated employees at his side.
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