Our brand evolution as seen by long-term colleague – Annelies Janssen-van Drunen

We sat down with Annelies Janssen-van Drunen to take stock of her 38 years at Stahl. 

Stahl is fortunate to have employees who have been with the company for over thirty years. With such a wealth of experience, our long-serving colleagues have seen Stahl through from the dawn of the digital age to our new brand and purpose. So, what do they think of Stahl and how it has changed? We caught up with one of them to find out. 

Annelies Janssen-van Drunen has been with Stahl for over 38 years. She's currently Global Stahl Campus® Manager, having held various positions in many business areas over the years.  

We asked Annelies what has made Stahl such a special place to work for so long. 

‘I still love working here,' says Annelies. ‘And I've always told myself that if I didn't love coming to work every day, I'd find a job somewhere else.’ 

‘One of the best parts of my current role is working with great colleagues from different departments within Stahl worldwide and people from all over the world. It's really the people who make the job so memorable and who make it so attractive to stay at Stahl.’ 

‘For me, Stahl has always meant a secure job and fantastic opportunities. Over the years, I've worked in many different departments, starting in the quality control laboratory in 1986. I've worked my way through the test labs, application labs and now I'm Global Stahl Campus® Manager

‘This change has kept my time at Stahl interesting. It's been a good challenge and you have to be proactive to grow at Stahl.’ 

And, of course, Stahl has grown with Annelies. In 2023, Stahl launched its new purpose: Touching lives, for a better world. How does this purpose inspire Annelies and her work at Stahl? 

‘I've always loved helping people, it is in my DNA. It's something very natural for me to do,’ Annelies explains. 

She also mentions the purpose she has found in the annual charity day that Stahl employees take part in. ‘It's fantastic that Stahl gives me extra time to help people.’ 

‘During our first volunteer day in 2023, I went to the retirement home where my sister works, taking ten other colleagues with me. We organised fun activities for the residents there.’ 

For Annelies, that's how Stahl’s purpose works in practice. Now a bit more about the brand itself: we asked her about her first impressions of the new logo and brand identity. 

‘I've been working for Stahl for 38 years, so I was very used to the old logo,’ Annelies recalls. 

‘I was a bit sceptical when I saw the new one for the first time. But after hearing the history of the new logo and Stahl's ambitions for the future, I think it really suits us!’ 

Brands have an iconic status, so what has the Stahl brand meant to Annelies since she joined the company? 

‘I have always associated the old Stahl brand and logo with leather.’  

‘When I joined Stahl, most of our business was in leather. Performance coatings only contributed a small percentage.’ 

‘That has changed over the last 15 years, and now our brand is ready for the future. It's been fascinating to watch our positioning as a company evolve over time.’ 

Stahl has come a long way from this deep heritage in leather substrates. We asked Annelies to recall some of the changes in the way Stahl operates and presents itself. 

Annelies' response was typically enthusiastic: ‘In the last  few years, I've seen Stahl go through a major digital transformation – and I've really enjoyed seeing it.’ 

‘We've gone from not having a digital environment at all before 2020, to now being able to work completely online.  

‘It's all happened very quickly. Sometimes it's harder for me to get up to speed quickly with all the new systems because I'm more familiar with the old ways. On the other hand, it just means that I need more time to understand how it all works and I find it a challenge to get it working!’ 

Looking to the future, Stahl will celebrate its centenary in 2030. What do you think will be the most important priorities for the company and its employees in the future? 

‘When Stahl celebrates its 100th anniversary, I will be celebrating my 44th year at Stahl.’ 
‘Then’, Annelies adds with a wink, ‘I think it will be time for me to retire!’ 

‘To have worked for Stahl for 44 years of its 100-year history is quite an achievement in my eyes.’ 

And Annelies' advice for the future? It's simple: keep listening. 
‘Stahl's main priority should be to listen to all employees at all levels and make them feel valued.’  

‘We're also a company rich in different cultures and customs. For my part, I love to learn from my colleagues around the world about their culture, so I think we should develop cultural exchanges with each other.’ 

Annelies is right about Stahl's diversity: from humble beginnings in Peabody, Massachusetts, USA in the 1930s, Stahl has grown to become the world leader in speciality coatings and treatments for flexible substrates. With so many sites spread worldwide, Stahl's strength lies in its truly international workforce. What could be a more fitting example of our new purpose – Touching lives, for a better world – than learning more about each other's world?