Mittelstandspresse
10.10.2026
Proven technology, more clearly positioned – more than 100 years of brand strategy
How Gebr. Schröder GmbH is further developing the Original LÖWE brand strategy based on more than 100 years of cutting technology
Flintbek, 10.10.2026 (PresseBox) - A brand with more than 100 years of history doesn’t need to be reinvented. It must remain easy to understand. That’s why Gebr. Schröder GmbH is aligning Original LÖWE more clearly with its customers’ applications and needs. The brand’s heritage remains evident: in durable products, repairable designs, and cutting technology that has been refined since 1923.
It all began with the world’s first anvil pruners. Walther Schröder developed them in 1923 and filed a patent for them. The cutting principle continues to define Original LÖWE to this day. For the company, quality also includes how long a tool remains in use. On all models, wear parts such as the blade, anvil, or spring can be replaced individually. If a part is worn out, the shears can be repaired and continue to be used.
“The anvil pruner were developed by my grandfather, Walther Schröder, in 1923, and a patent was filed for them. These origins continue to shape our company to this day. For us, quality must still be evident even after many years. A tool should be able to be used for a long time, maintained, and repaired as needed,” says Randolph Schröder, M.Eng., managing director of Gebr. Schröder GmbH.
This philosophy also shapes the brand strategy. Original LÖWE therefore divides its product range into four sub-brands: GardenPRO, INDUSTRIAL, natural, and Hunting shears. Each represents a clearly defined area of application.
GardenPRO is aimed at private and commercial users in gardening, fruit growing, viticulture, and landscaping. INDUSTRIAL stands for cutting solutions in industry, trades, manufacturing, repair, and logistics. With natural, the focus is on quality, feel, and natural materials. Hunting shears is aimed at hunters, meat processors, and outdoor enthusiasts.
“We’re not reinventing Original LÖWE. We’re simply clarifying what the brand has stood for over the decades and which solution is best suited for which application,” says Artur Hirzel, who is responsible for brand management at Original LÖWE.
The new structure is also reflected in the packaging, visual language, website, online store, and digital communications. Professional users and private consumers should be able to more quickly identify which tool is right for their specific application. This also applies to reaching international markets. Since 2025, the “Brand of the Century” and “Great German Brands” awards have complemented Original LÖWE’s brand identity.
Ansprechpartner
Artur Hirzel
Zuständigkeitsbereich: Marketing Manager, PR
Über Gebr. Schröder GmbH | Original LÖWE:
*Original LÖWE – The Inventor of the Anvil pruning shears*
Since 1923, Original LÖWE, a brand of Gebr. Schröder GmbH, has stood for quality, innovation, and tradition in professional cutting tools. As the inventor of the anvil pruning shears, we have been developing and manufacturing distinctive shears designed for long-term use and repairability for more than a century. Our tools are used worldwide by professionals in horticulture, viticulture, and fruit growing, as well as in industry and the trades.
*Made in Germany – since 1923*
Our pruners and cutters are manufactured in our own production facilities in Germany. We rely on precise manufacturing techniques, high-quality materials, and decades of experience to produce robust and precise cutting tools built to last. Original LÖWE stands for precise craftsmanship and tools that meet the highest standards.
Today, we employ around 60 people, collaborate with partners from social institutions, and produce over 100 different models – from all-purpose shears to specialty shears. Our tools are used in over 100 countries worldwide.
*Innovation Meets Tradition*
From the first anvil pruners to modern hybrid models, our products combine proven technology with modern engineering. We continuously refine our models in close collaboration with users. This results in solutions that enable efficient and effort-saving work.
*Thoughtfully Designed Down to the Last Detail*
Whether it’s professional pruners for continuous use or our new high-quality wooden handles – every detail of our tools is carefully considered. Our products combine precise cutting performance, ergonomic design, repairability, and meticulous craftsmanship. Anyone who has ever worked with an Original LÖWE pruning shears an d cutters can tell the difference.
*Corporate Responsibility*
As a third-generation family-owned business, we place great importance on social responsibility. The electricity we source externally for our manufacturing operations at our Flintbek facility comes from renewable energy sources; the corresponding certifications are documented annually. In addition, we generate electricity using our own photovoltaic system.
Our tools are designed for long-term use and are repairable. Replacement parts are available for wear-and-tear components, even for older models. This means that many Original LÖWE tools can be repaired and continue to be used as needed.
*Original LÖWE – Precision That Inspires*
Our cutting tools stand for quality, performance, and tradition. Discover the world of Original LÖWE and experience precise cutting technology developed and manufactured in-house.
*Because nature connects us.*
With the Original LÖWE-natural sub-brand, we focus on carefully selected natural materials and clearly defined product features: ergonomically shaped wooden handles, packaging made of uncoated cardboard without plastic film, and paper cable ties with a recycled and biodegradable fastener. The choice of materials and the design geared toward long-term use define the unique character of this product line.
Datei-Anlagen:
(9 MB)
1581718.attachment
The Original LÖWE 3.806 is a versatile tool with a trapezoidal blade. Whether in the automotive industry, painting and wallpapering, the IT sector, or even model making, it is used wherever cuts must be particularly precise.
(18 MB)
1581522.attachment
The Original LÖWE 7.107 “Easy Cut” one-handed pruning shears with an inward-curving handle from the “PROFESSIONAL” series cutting a branch approximately 20 mm thick. Cuts close to the trunk are no longer a problem, even with anvil shears. The cut is clean and precise.
(2 MB)
1613672.attachment
An original LÖWE 1 pair of garden shears, approximately 70 years old, compared with old and new replacement parts—submitted by a customer who inherited the pruners.
(4 MB)
1547935.attachment
One-handed scissors N6 through N9, anvil, bypass, and hybrid pruning shears from the natural series
(4 MB)
1581527.attachment
The Gebr. Schröder GmbH production facility, featuring the Original LÖWE pruners and cutters, in front of the company’s own farmland, which includes vineyards, apple orchards, and a wildflower meadow – among other things – for the company’s own bees.
(852 kB)
1582019.attachment
Having your own solar power system makes a valuable additional contribution to conserving resources and protecting the environment.
(272 kB)
1582020.attachment
Managing Director and Owner Randolph Schröder, M.Eng., in the orchard.
- Mehr Infos zu dieser Meldung unter www.pressebox.de
- zurück zur Übersicht
