Nägele & Strubell

Nägele & Strubell is an Austrian perfumery chain that traces its origins to 15 October 1880, when August Nägele and Moritz Richard Strubell founded a mixed-goods shop for perfumery and drugstore wares called 'Zum Genfer Kreuz' at Graben 27 in Vienna. The business soon moved into luxury perfumery, importing French fragrances and creating its own scent compositions such as 'Treffe Eclate', 'Reseda' and 'Rose Marechal', bottled in crystal flacons. As a former k.u.k. Hoflieferant (imperial and royal purveyor to the court), it served aristocratic Vienna and pioneered mail-order sales of creams, powders and perfumes to country estates. Today the company describes itself as an Austrian family business and 'Ihre 1. Adresse in Sachen Schönheit' (your number-one address for beauty). It operates 17 perfumery boutiques across Austria, staffed by around 200 employees, and positions itself around personal consultation, exclusive niche fragrances and premium skincare and make-up. Its assortment includes niche fragrance houses such as Xerjoff, Parfums de Marly, Byredo, Montale and Initio, and skincare brands including Sensai, Sisley, Valmont, Augustinus Bader and Dr. Barbara Sturm. The company selects new brands each year at international beauty and fragrance fairs in Milan, Cannes, Florence and overseas. Ownership passed through several hands: Richard Prandstetter, a nephew of August Nägele, took over in 1904; his daughter Edith ran the firm after his death in 1939; her son Peter Piet Payer joined as a partner in 1967; and in 1994 the Payer family sold the business. Under the Vienna-based Oelschlägel family, the chain expanded across Austria, with branches in Vienna, Salzburg, Linz, Graz, Klagenfurt, Villach and Innsbruck, and also came to include the Vienna specialty perfumery 'Le Parfum' and four 'Antos' perfumeries. In 2016 the portfolio was extended with the German-established online shop 'AusLiebeZumDuft', and since 2017 the company has also operated in Switzerland through the subsidiary perfumery 'Hyazinth'. Nägele & Strubell combines tradition with modern retail: alongside its physical boutiques it offers a telephone and WhatsApp order service, free home delivery via GLS, and emphasizes service, consultation and gift wrapping as core differentiators.

Nägele & Strubell was founded on 15 October 1880 by August Nägele and Moritz Richard Strubell as a mixed-goods shop for perfumery and drugstore wares called 'Zum Genfer Kreuz' at Graben 27 in Vienna. Both men were partners in the venture. The Nägele family, Protestant, had emigrated from Nuremberg in Bavaria to the more religiously tolerant Austria. The founders soon recognized Viennese women's love of luxury and began importing perfumes from France. They also created their own fragrance compositions, bottled in crystal flacons, named 'Treffe Eclate', 'Reseda' and 'Rose Marechal'. In 1904, Richard Prandstetter, the 30-year-old nephew of Mr. Nägele, took over the company, then still called 'Nägele & Strubell, Zum Genfer Kreuz'. After paying out his partner Strubell and completely rebuilding the business, he ran it as sole proprietor. Because many large French perfume houses had their own import agencies in Austria-Hungary at the time, Nägele & Strubell imported both finished perfumes and perfume essences and started its own perfume production. The company's own cologne was even mentioned in Heimito von Doderer's novel 'Strudlhofstiege'. Nägele & Strubell engaged in both retail and wholesale. When it was appointed k.u.k. Hoflieferant (imperial and royal purveyor to the court), it attracted the best circles of the aristocracy. It continuously expanded its clientele through exclusive products and exceptional service, including an already well-developed mail-order system that allowed wealthy Viennese society to have creams, powders and perfumes sent directly to their country estates. Extensively illustrated price lists were regularly sent to customers, a practice still rare at the time. After the collapse of the Danube monarchy and during the Great Depression, the company switched to the drugstore sector, and sales gradually rose significantly. After Richard Prandstetter's death in 1939, the business passed to his daughter Edith, who steered it through the difficult war and post-war years. In 1950 a general renovation removed the last traces of the war. With the economic upswing, interest in luxury goods slowly returned. In 1967 her son Peter Piet Payer joined the firm as a partner. After his entry, the business was rebuilt again and re-established as a perfumery. In 1994 the Payer family sold the company. Under the leadership of the Vienna-based Oelschlägel family, it expanded throughout Austria. There are five branches in Vienna, two in Salzburg, and one each in Linz, Graz, Klagenfurt, Villach and Innsbruck. In Vienna, the specialty perfumery 'Le Parfum' and four 'Antos' perfumeries also belong to the company. In 2016 the portfolio was expanded with the German-established online shop 'AusLiebeZumDuft' as a partner. Since 2017 the company has also operated in Switzerland through the new subsidiary perfumery 'Hyazinth'. Today Nägele & Strubell describes itself as an Austrian family business with more than 145 years of tradition, operating 17 perfumery boutiques across Austria as a 'home of beauty' with around 200 employees. It emphasizes service, consultation and a hand-picked assortment of premium and niche brands, selecting new beauty favorites each year at international trade fairs in Milan, Cannes, Florence and overseas.

• 2017

  Company becomes active in Switzerland through the new subsidiary perfumery 'Hyazinth'.

• 2016

  Portfolio expanded with the German-established online shop 'AusLiebeZumDuft' as a partner.

• 1994

  The Payer family sells the company; under the Oelschlägel family it expands across Austria.

• 1967

  Peter Piet Payer, son of Edith, joins the firm as a partner and re-establishes it as a perfumery.

• 1950

  General renovation removes the last traces of the war.

• 1939

  After Richard Prandstetter's death, his daughter Edith takes over the business.

• 1904

  Richard Prandstetter, nephew of August Nägele, takes over the company as sole proprietor.

• 1880

  Founded on 15 October by August Nägele and Moritz Richard Strubell as 'Zum Genfer Kreuz' at Graben 27, Vienna.

Premium perfumery chain and 'home of beauty' emphasizing personal consultation, exclusive niche brands and family tradition since 1880.

• Niche fragrances (Xerjoff, Parfums de Marly, Byredo, Montale, Initio)

• Premium skincare (Sensai, Sisley, Valmont, Augustinus Bader, Dr. Barbara Sturm)

• Make-up and beauty accessories

• Own historical fragrance creations: 'Treffe Eclate', 'Reseda', 'Rose Marechal'

1. 1Nägele & Strubell - Wiener Hofparfumerie seit 1880naegelestrubell.at
2. 2Unsere Services für Sie - Parfümerie Nägele & Strubellnaegelestrubell.at
3. 3Parfümerie Nägele & Strubell - Über unsnaegelestrubell.at
4. 4Nägele & Strubellwikidata.org
5. 5Nägele & Strubellde.wikipedia.org