Our brand evolution as seen by long-term colleague – René Maas

We sat down with René Maas to hear how Stahl has grown from its early days in Waalwijk.

Stahl is fortunate to have employees who have been with the company for over 30 years. With such a wealth of experience, our long-serving colleagues have seen Stahl through from our early days 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.

René Maas has been working for Stahl since 1977. He currently works as a Senior Compounding Chemist.

René gave us his thoughts on how the Stahl culture has evolved over the years.

‘I have been culturally and socially shaped by the leather-making industry’, says René.

He begins by telling us a little more about the history behind Stahl. ‘I was actually born in Waalwijk’, says René. ‘This area has been the centre of the Dutch shoe and leather industry since the 19^th century. That’s a big reason why Stahl based itself here.’

This industrial pedigree has a personal resonance for René, whose family has been in the industry for generations. ‘Both my grandfathers and my father have worked in shoemaking. I can’t remember the exact figures, but I would estimate that half the population of Waalwijk was working in the industry at one point!’

‘Leather runs in the blood – and I think that’s why Stahl and I are such a good fit.’

With such a strong sense of Stahl’s brand heritage, what does René think of Stahl’s new logo and purpose?

‘Our generation has an obligation to future world citizens to do everything possible to leave behind a world that is worth living in.’

‘That’s what I see expressed in the new purpose – Touching lives, for a better world.’

René also sees this change in the logo: ‘The previous logo reflected our focus on the chemicals industry. Now we’re sending out a message that we’re helping to make the world a better place.’

‘That’s what I see in the evolution of the logo, keeping its uniqueness and remaining recognisable in our market.

‘I am someone who appreciates simplicity. And this new logo radiates simplicity!’

René knows where Stahl is going. But what has Stahl meant to René since he joined the company?

René points out that Stahl has always moved forwards. ‘I’ve watched Stahl change in different ways over the years. I think it’s a positive change – we should always look to the future.’

‘With today’s new platforms, it’s important that we stand out for our strengths, such as our EcoVadis platinum medal for sustainability.’

As René knows, Stahl has come a long way from its heritage in leather substrates. We closed by asking him for any words of wisdom for the future.

‘Stahl has operated with continuity and responsibility for many years. For me, that’s the only way to be.’

‘So, our priorities for the future are clear: be proud of what we have achieved, continue to be responsible and deliver on our promises.’

It’s great to talk to colleagues with such pride in Stahl’s heritage. We started from humble beginnings in Peabody, Massachusetts, USA in the 1930s and established our European presence in Waalwijk in the 1950s. Since then, Stahl has grown to become the world leader in speciality coatings and treatments for flexible substrates. We’re fortunate to have passionate colleagues like René who have been with us throughout our development and are supporting us as we embrace our new purpose – Touching lives, for a better world.

If you're interested in learning more about what life is like working for Stahl, read our People of Stahl series here.