Johanna (l.) und Franziska Graef (m.) at the „Brand of the Century“ award ceremony.
Family company GRAEF named “Brand of the
Century” for the seventh time
(Arnsberg, December 2024) Family-owned company GRAEF has firmly established itself as a leader in cutting-edge slicing technology, boasting over a century of success. So it doesn’t come as a surprise that, for the seventh time in a row, the company has been named “Brand of the Century”. This confirms GRAEF’s membership in an exclusive circle of brands known for setting “German standards”. The distinction is bestowed by the organization Deutsche Standards, part of the ZEIT publishing group, every three years. The guiding theme for this year’s honorees is transformation. According to publisher Florian Langenscheidt, Ph.D., transformation allows brands to turn a great past into a promising future – something GRAEF has excelled at for over 100 years. Time and again, the company has successfully adapted to changing times and embraced rising trends, as shown most recently by a groundbreaking innovation in GRAEF’s popular slicer range. “Our ultra-compact, foldable MYtiny slicer combines all of our expertise and takes it to a new level – in a format that’s perfect for small kitchens, tiny houses, or camping,” explains Hermann Graef, Managing Director of Gebr. GRAEF GmbH & Co. KG. “It was the missing piece in our lineup.” Graef says it is a great honor for the company to have received the “Brand of the Century” designation in every edition since the award’s inception.
Hermann Graef, Geschäftsführer der Gebr. GRAEF GmbH & Co. KG.
Through a high degree of specialization and extensive expertise, GRAEF has achieved the position of a market-leading manufacturer in the slicer segment and has consistently set standards in this field. Since the introduction of its
first slicer in 1953, the company has impressed with outstanding product quality, durability, and the label “Handmade in Germany”. Every step in the production chain – from the concept to manufacturing and repair – takes place in the company’s own facilities in Arnsberg, Sauerland. Over several decades, this has enabled GRAEF to develop unique manufacturing knowledge. Thanks to continuous innovation and adaptation to changing consumer habits, GRAEF remains a specialist in slicing technology, not only for home kitchens but also for professionals in restaurants, food retail, and the meat processing industry. Offering “the best of both worlds”, the family company’s unique symbiosis between the two segments consistently generates solution-oriented and user-focused synergies. Unsurprisingly, patented technologies from GRAEF’s professional range are often adapted for slicers in the consumer market.
But the company’s range also includes many other kitchen appliances. In 2024, GRAEF realigned its areas of expertise and organized its product range into four categories, each reflecting distinct areas of GRAEF’s specialist know-how: the Slicing World, focused on the core discipline of slicers; the Coffee World, featuring high-quality portafilter espresso machines and premium coffee grinders; the Baking World, led by the flagship MYestro kitchen
machine; and the Helper World, offering kitchen essentials such as blenders, kettles, toasters, and more. Together, these make GRAEF one of Germany’s strongest brands.
Der Allesschneider MYtiny unterstreicht Ingenieurskunst und Erfindergeist.
MYtiny highlights engineering excellence and inventive spirit
The latest innovation from GRAEF is the clever foldable slicer MYtiny. Thanks to its ingenious design and small size, this compact multi-talent fits into any kitchen drawer, making it ideal for small kitchens or for those who prefer clear countertops and like to store their kitchen appliances out of sight. Despite its compact size, MYtiny delivers all the benefits of a full-featured all-metal slicer, impressing with functionality and user-friendliness. With this model, GRAEF completes its Slicing World with a crucial piece of the puzzle. MYtiny is a unique, mobile product that brings together over 100 years of engineering expertise and visionary creativity. It underscores GRAEF’s successful blend of tradition and innovation, showing that high-quality slicing technology can adapt to an ever-changing world.
The award „Brand of the Century“ is presented by Deutsche Standards every three years. The accompanying book, Deutsche Standards – Marken des Jahrhunderts, has been honoring companies that make a difference and shape Germany’s economy for more than 20 years. The selection process consists of three phases: first, product categories are chosen, then suitable German brands are identified and subsequently evaluated. The success stories of these brands are also showcased in a podcast and online.
About Gebr. GRAEF GmbH & Co. KG:
Founded in 1920, Gebr. GRAEF GmbH & Co. KG from Arnsberg is one of the leading manufacturers of cutting machines for private and commercial use. Since 2022, the family-owned company, now in its fourth generation, has a new brand claim: “For today. For tomorrow. For you.” The new claim underlines GRAEF’s philosophy and also holds an important message for the future. Thanks to many years of expertise, technological know-how, and absolute passion, GRAEF stands for durable products meeting the highest standards of quality and design. The company’s greater vision: to become the most popular and sustainable supplier of cutting technology and kitchen appliances in the market and thereby inspire customers to practice a sustainable lifestyle.
A passion for innovation, enthusiastic customers, and uncompromising quality have characterized the GRAEF brand for over 100 years. The family-owned company is the market leader in all-purpose slicers and, thanks to specialist expertise gained over decades, continues to set standards in this segment. However, GRAEF’s range also includes many other kitchen appliances. In 2024, the company once again realigned its areas of expertise and divided its range into four new product worlds reflecting its key competencies: the World of Slicing, with all-purpose slicers as the core segment, the World of Coffee, offering high-quality portafilter espresso machines and premium coffee grinders, the World of Baking, with the MYestro food processor as the flagship product, and the World of Helpers, comprising kitchen appliances such as blenders, kettles, toasters, and more. Nationally and internationally, GRAEF products are known for superb workmanship, durability, user-friendliness, and sophisticated design. They have garnered many prestigious design awards and regularly achieve top marks in product tests. Since 2004, GRAEF has been named “Brand of the Century” multiple times, most recently in 2024. The company also received the Plus X Award for “Best Brand of the Year 2020” and the Plus X Award for Sustainability in 2022. Additionally, in 2020, the kitchen appliance manufacturer collected the most Plus X Award seals of approval within its product group and was named “Most Innovative Brand 2020”. In 2023, the company was honored by the PLUS X Award as a German Brand Icon.
