Steirisches Gewürzhandwerk im KaDeWe

With a strong presence in Berlin, the Styrian company Van den Berg is sending a clear signal of its international expansion: since November 2024, the company’s premium spices and delicacies have been listed at the traditional Kaufhaus des Westens (KaDeWe)—one of Europe’s most renowned department stores.

The first contact was made as part of the “Marketplace for Food & Beverages 2023”, an export promotion initiative by Go International of AUSSENWIRTSCHAFT AUSTRIA in cooperation with the Enterprise Europe Network. Through ongoing exchange and communication, Fabian Kinkel, Director of Sales at Van den Berg, succeeded in further strengthening the relationship with KaDeWe—even during a period of economic uncertainty following the insolvency of the Signa Group—and establishing a successful partnership.

A particular highlight was the exclusive four-week special presentation in March 2025: as part of it, Van den Berg staged its multi-award-winning “Mobile Scent Bulb Meadow”, a sensory installation that received the Austrian National Design Award.

The presentation enabled customers not only to see and smell spices, but also to experience them in a new, surprising way—a concept that was met with a very positive response at KaDeWe. “Van den Berg combines sensory sophistication with an exceptionally strong design presence. The products impressed us not only with their quality, but also with the way they tell stories about taste. The special presentation as part of the ‘Mobile Scent Bulb Meadow’ was a genuine experience for our customers—and a wonderful example of how enjoyment and design can go hand in hand,” says Andreas Lorenz, Head Food Buyer at KaDeWe.

“Germany is a logical next step for us in our business development. With KaDeWe and corporate clients such as DEKRA, we are deliberately focusing on quality, design and, above all, long-term relationships. Our goal is to impress in one of Europe’s most demanding markets with character, clarity and—quite literally—good taste.”

Fabian Kinkel, Director of Sales at Van den Berg

Corporate gifting for the German market

Alongside its successful entry into retail, Van den Berg has also taken its first steps in the corporate gifting segment in the German market. With DEKRA—the world’s largest non-listed testing company—the company has secured a first high-profile partner for customised corporate gifts. The collaboration underscores the potential of premium, design-driven gourmet products as a special gift for customers and employees.

Van den Berg also obtained support for its market entry in Germany through the go-international Internationalisation Voucher. Thanks to the professional expertise of ICS funding expert Marion Kikinger, the market entry was strategically supported and could therefore be successfully implemented.

The market entry in Germany is an example of how sustainable internationalisation can succeed through strategic export promotion, creative brand management and consistent communication.