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My story

Andreas Herb im Lager vor einem Stapel Salitos Kisten

I started in 1993 without knowing where the journey would lead. No business plan, no capital, no contacts—just the idea that you could create something of your own if you were willing to give more than others.

Back then, I was a fully-fledged bank trainee, and while others were partying on the weekends, I was lugging crates, distributing drinks, and trying to take advantage of every opportunity to get ahead. I learned early on: success doesn't happen overnight. Success comes when you're willing to get your hands dirty, even when no one's watching.

The first few years were full of setbacks, doubts, and tough lessons. But I realized that every setback is just a test—a question of whether you really want to continue. And that's exactly why I never gave up.

Over time, doors opened. Small ideas became brands. Visions became products that are now on shelves in over 60 countries. But the most important thing was never just sales or international success. The most important thing was to inspire people, build teams, and continually get new things rolling.

Today, over three decades later, I look back and see a journey that took me from a student without a plan to a brand-maker with a global network. But one thing has remained the same: that hunger. The desire to start things. The belief that you can always think bigger, as long as you're willing to take the first step.

If I've learned one thing, it's this: You don't need a perfect setup to get started. You just have to start. Everything else will happen along the way.