It’s a long way from toothpicks to life-size Santas, a process that takes around 40 years. This is demonstrated by the Hallbergmoos-based family business Non-Food-Vertrieb Schirsch. As a specialist in Christmas decorations, the company is a prime example of how to successfully adapt to changing market conditions. Customers can currently experience the Hallbergmoos Christmas miracle on Fridays (9 am to 6 pm) and Saturdays (9 am to 1 pm) at Ludwigstraße 48 in the Munich Airport Business Park. We asked Managing Director and owner Christian Schirsch how to master the challenges of the times with creativity and flexibility – and have a lot of fun in the process.
From humble beginnings to Christmas specialist
The history of Non-Food-Vertrieb Schirsch begins in Munich in 1962. Back then, Richard Schirsch, father of the current Managing Director Christian Schirsch, founded the company. Initially, Schirsch sold party pickers and toothpicks to bakeries and butchers. Over time, the business expanded to supply non-food departments in EDEKA and REWE stores. “We originally came from the non-food sector,” explains Christian Schirsch. “Today, supermarkets usually stock these shelves themselves. To avoid being pushed out of the business, we have continued to develop.”
Adaptability as the key to success
Schirsch’s history is characterized by its ability to adapt to changing market conditions. In 1972, the company had to move out of Munich due to urban restructuring. “At that time, many retailers in the city used existing underground car parks as warehouses. However, with the upcoming Olympics, the city of Munich wanted to keep the streets as clean as possible and ban cars from the streetscape. Like my father, many had to give up their temporary storage facilities,” recalls Schirsch. No sooner said than done: after a year of searching, his father found a new home in Hallbergmoos. “My father found out about a building project in Hallbergmoos through several corners,” says Schirsch. “He had a clear vision: an apartment, an office and the entire basement as a warehouse.”
Since then, the company has grown steadily. In 1982, the company moved into its first proper warehouse with 500 square meters of space in Goldach. Today, Non-Food-Vertrieb Schirsch has almost 3,000 square meters of warehouse space, 500 square meters of which are dedicated to the famous “Christmas Wonderland”.
Specialization in Christmas and seasonal promotions
Over the years, non-food distributor Schirsch has increasingly specialized in the Christmas business. “We have noticed that most sales in the decoration business happen at Christmas, because everyone decorates at this time – even Christmas grouches,” explains Schirsch. Today, the company supplies 300 EDEKA and REWE stores throughout Bavaria with decorations and toys for Easter, Christmas, Halloween and other festive activities such as the soccer World Cup. The focus is clearly on Christmas, including winter textiles.
The Christmas wonderland: a magnet for customers from all over Bavaria
A special highlight is the “Christmas Wonderland”, a warehouse sale that is open from the start of the school term, from mid-September until Christmas. “Thanks to my wife Stephanie, who set up and runs our Christmas wonderland, we have made a name for ourselves. Our customers come from all over Germany, Switzerland, Austria and other countries,” reports Schirsch proudly. “Here they can find Christmas items for 50 cents, but also life-size nutcrackers and Santas for 1,000 euros and more.”
The key to success: maximum flexibility
The coronavirus pandemic also posed a challenge for Schirsch. However, the company once again proved its ability to adapt. “We are known for following trends,” says Schirsch. “We got fully involved in the mask business and produced masks with our own Bavarian slogans and also distributed them in times of need.”
Schirsch looks to the future with excitement and optimism: “I have no idea what we will be selling in five years’ time,” he admits. “Trends used to last at least six months. In times of social media, trends are already over by the time the first ships arrive with the trendy goods.”
However, Schirsch doesn’t see this as insecurity: “The changeability is what I enjoy most. I have no desire to always do the same thing. I prefer to find products and themes that no one else has yet and make them big.”
Rooted in Hallbergmoos
Despite its success, non-food distributor Schirsch remains deeply rooted in Hallbergmoos. “We may have 12,000 inhabitants, but we have remained a village at heart,” says Schirsch. “Businesses here help each other and the community does everything it can to support us.” Ten years ago, the company made a clear commitment to the location by building its own company headquarters in Hallbergmoos.
And the Munich Airport Business Park in Hallbergmoos has become a little more colorful as a result. The mixture of tradition, innovation and local commitment of non-food distributor Schirsch is a prime example of the economic diversity and dynamism of Hallbergmoos.
Image material (c) Non-Food-Vertrieb Schirsch
