The mountain sports outfitter VAUDE, based in Southern Germany, was honored for its successful, sustainable business strategy with the Axia Award 2014 for the region of Baden Württemberg on February 5, 2015. Erwin Gutensohn, VAUDE Chief Finance Officer, accepted the honors at an awards ceremony at Le Méridien in Stuttgart. The event took place under the patronage of Dr. Nils Schmid, Deputy Prime Minister and Minister for Finance and Economic Affairs of the State of Baden-Württemberg.
The auditing firm Deloitte, which holds the competition annually, focussed on the issue of sustainability for 2014. A total of four medium-sized companies from Baden-Württemberg were honored. The winners impressed the jury with an unwavering commitment to sustainability that includes sustainable security of employee and shareholder structures, financing and brand image. “The participants in the Axia Award prove that a consciencious responsibility to employees, customers and the environment can be a worthwhile sustainability strategy that ensures long-term success. The winning companies clearly demonstrate the impressive innovative power that they have and the momentum that can be released by it,” said Dr. Hans-Rudolf Rohm, Partner at Deloitte.
VAUDE: sustainable & economically successful
For years, VAUDE has pursued a consistent sustainability approach, which has been implemented and experienced in all areas of the company. The firm is proving that socially and environmentally responsible business can be financially successful. “The fact that it works is constantly being called into question and used to justify purely profit-oriented business practices. We really appreciate business activities that balance man and nature. In order to engage in value-driven business, we must be economically excellent. We are showing that this is feasible and appreciate the fact that we are contributing to a rethinking of the economy. The Axia Award for sustainable business is setting an important precedent for moving in this direction,” said Erwin Gutensohn.
A complex application process
“Axia” is ancient Greek for “value” but it also means “ability” and “success”. These three aspects combine an important part of the work and challenges of SMEs. In the initial step, Deloitte consultants surveyed businesses using a questionnaire and then engaged in personal interviews with candidates. The jury, chaired by Klaus M. Bukenberger, Corporate Governance Consulting AG, consisted of Wolfgang Jung, Südwestbank, Prof. Dr. Dirk Hachmeister, Universität Hohenheim, Thomas Traub, Deloitte, Christian Himmelsbach, Deloitte, as well as Anja Müller, Handelsblatt.
The jury statement for VAUDE
“If a Baden-Württemberg SME can compete in a market with internationally operating brands in the apparel industry, this is something to pay attention to. What is this Axia award winner’s recipe for success? Focus and quality! There is There is no claim of doing everything; rather that everything that is done is done right. And ecology is a priority. Products worth their price are also ecological and intelligent. Both are respected by customers who have not just brand awareness. A propriatary eco/quality seal shows customers the strict criteria and standards that guaranteed ecological products have. Respect! Mindfulness in dealing with employees and the environment pays off. This is reflected in the open climate that has been created; the company is receptive to new topics and its own potential. Outdoor products stand for lifestyle, which must compete in a dynamic market with it constantly changing customer demands. Without a keen sense of the whole organization, many trends would not be noticed. Ecology is not an ideology but a driver of innovation; it is constantly evolving in the search for new materials, processes, product and service solutions that allow sustainable corporate development. For example, with more than 30 openings (a huge achievement for a workforce of approx. 520), the VAUDE Kinderhaus childcare center demonstrates this in the area of work-life balance. The appreciation for families that this shows supports a climate of trust and employee satisfaction, without which an organization can not survive long term.”
More information and the accompanying study can be found at: www.axia-award.de
More about VAUDE’s commitment to sustainability at: http://www.vaude.com/en-GB/Responsibility/
