A Partnership Shaped by Tradition and Innovation: De Messenwinkel and MÜHLE
In 2025, MÜHLE will celebrate its 80th anniversary. We believe this is the perfect moment to honor our longstanding partnerships. Today, we focus on De Messenwinkel in Antwerp, a store specializing in knives and shaving supplies, which will celebrate its 160th anniversary in 2024.
Our success story at MÜHLE has always been intertwined with our partnerships. One such partnership leads us to Antwerp, to Mechelseplein 7. The Antwerp-based traditional store De Messenwinkel boasts an impressive 160-year history of its own.
A Family Legacy Across Generations
Founded in 1864, De Messenwinkel is much more than a specialty store for knives and shaving products. It is a family business in its fifth generation, currently managed by Ingeborg, who took over in 1996. Over decades, her family has continuously adapted and expanded the product range: from ropes to knives to shaving products—each generation has tailored the business to meet contemporary needs and trends. Today, the business is at another turning point as Ingeborg’s son, Joannes, representing the sixth generation, steps into her role.
The Collaboration with MÜHLE: Values, Quality, and Trust
The partnership between De Messenwinkel and MÜHLE has lasted for over 20 years. What makes this collaboration so special is the shared values of both family businesses: a strong foundation of tradition, craftsmanship, and a passion for excellent products. “We place great importance on staying closely connected with our partners,” says Lisa Möller of MÜHLE. “De Messenwinkel is an outstanding example of a retail partner that not only sells our products but also impresses with extensive knowledge and exceptional consulting expertise.”
For Ingeborg and her team, the MÜHLE product range is an essential part of their offering. They particularly appreciate the combination of design and quality, as well as the variety of products—from stainless steel safety razors to brushes with synthetic fibers or natural hair. Customers can experience the different weights and materials in the store and benefit from Ingeborg’s expertise. “Our knowledge about the products is a crucial factor in our success. Customers travel from far and wide to receive advice from us,” she emphasizes.
Sharing Knowledge and Creating Experiences
Another success factor for De Messenwinkel is the combination of traditional specialty retail and modern customer engagement. Regular workshops on topics like knife and shaving care are held, offering not just knowledge but also a chance to experience the unique atmosphere of the store. “No online platform can replace this direct contact and experience,” explains Ingeborg. These workshops attract participants from Antwerp, Belgium, and beyond.
MÜHLE actively supports this sharing of knowledge: The De Messenwinkel family recently visited the Erzgebirge manufactory to gain deeper insights into production. “It’s important to us that our partners understand our products because only with a solid knowledge base can they provide the best advice to our customers,” says Lisa Möller.
Tradition as a Bridge to the Future
At a time when brick-and-mortar retail faces growing competition from online platforms, the partnership between MÜHLE and De Messenwinkel demonstrates the importance of values like quality, trust, and expertise. Both companies pursue a selective distribution policy, enabling customers to experience high-quality products in a personal setting.
For MÜHLE, the long-standing cooperation with De Messenwinkel is a prime example of successfully combining tradition with modernity. For De Messenwinkel, the partnership with MÜHLE provides not only high-quality products but also a source of inspiration and shared values. “We are grateful for this partnership and look forward to continuing to strengthen it,” says Ingeborg.
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