10th anniversary: Tyrolit Life celebrates anniversary
Tyrolit Life was founded 10 years ago as a separate product line within the Tyrolit Group. The company takes this anniversary as an opportunity to look back, but also for numerous promotions and winning opportunities.
Schwaz / A decade has passed since Tyrolit Life was launched on 21 August 2014 as its own product line within Tyrolit – Schleifmittelwerke Swarovski AG & Co K.G. The Tyrolean company based in Schwaz wanted to apply its industrial know-how and around 100 years of experience in the development of leading abrasive solutions to numerous applications in everyday life.
What started as a single product – a three-sided kitchen knife sharpener – has expanded over the past decade into a broad assortment of kitchen knives, sharpeners, ski edge preparatory products, and other daily necessities, Jörg Pfister, Head of the E-Commerce Department, rejoices. The forthcoming anniversary is a cause for various initiatives – from a giveaway on Instagram to diverse discount actions, all outlined online by Tyrolit Life.
Steep ascent with award-winning designs
The idea for Tyrolit Life emerged from the wishes of Tyrolit’s management team: They aimed to make an indispensable statement in every household by utilizing a clear design language, elegant styling, and high-quality craftsmanship.
However, the initial product – a three-sided knife sharpener – did not achieve economic success. Due to its costly development and corresponding retail price, the knife sharpener fell short of expectations. Despite this, the validity of the chosen path was confirmed in hindsight, notably by winning the German Design Award (GDA) in 2017.
German Design Award 2017
TYROLIT life wins a “Special Mention” at the German Design Award 2017 for its innovative knife sharpener in the “Kitchen” category.
The Tyrolit Life team was already engaged in developing new products – from nail files and pizza stones to edge tuning sets for winter sports. In 2017, alongside the “compact knife sharpener,” the first “Fly Wheel Cut” kitchen knife, emerged in collaboration with the Tyrolean knife experts Stubai and was honored with the German Design Award.
Today, Tyrolit Life offers an extensive assortment of products ranging from knife sharpeners and grinding stones to a variety of kitchen knives and accessories, as well as tools for preparing the edges of skis, snowboards, and sleds.
Compact team with strong regional partners
“Despite the enormous growth of Tyrolit Life’s product portfolio, we are still able to master the daily tasks and challenges in a compact but extremely efficient team. We are very proud of that,” emphasises Jörg Pfister. The team is supported by strategic, mostly regional partners.
These partners include the Tyrolean company Stubai, which has been supporting Tyrolit Life in the production of various kitchen knives since 2016, largely using materials from Austria. On the other hand, well-known representatives of Ski Austria (then Austrian Ski Association or ÖSV) were involved in the development of edge-tuning materials.
Further collaborations emerged with YouTube chef Julian Lange (Let’s Cook), Simone Kemptner (Cook it easy), Lisa Shelton (Cook with Heart), as well as with the award-winning chef, kitchen director, and entertainer Jürgen Gschwendtner. In 2023, freeride pioneer Matthias “Hauni” Haunholder also joined the successful team, along with star chef Sandra Scheidl (Culinary Arts).
The insights gained from these unique partnerships not only flow into marketing but are also integrated into product development. This has enabled the expansion of the product line for ski edge preparation and the creation of the Darkline knife series over the past few years.
Celebrate success without resting on our laurels
The Tyrolit Life product line’s anniversary is celebrated through a variety of actions and initiatives. For example, the Instagram presence at @tyrolitlife frequently posts retrospectives on the history of Tyrolit Life. Additionally, a contest has been initiated on Instagram, with prizes being supplied by both Tyrolit Life and its partners and brand ambassadors.
“We are also celebrating our 10th anniversary with several discount campaigns, both for existing and new customers as well as for newsletter subscribers. Behind the scenes, however, we are already working on one or the other product innovation,” Pfister gives an insight into ongoing development work at Tyrolit Life: “Because we do not want to rest on past successes, but are all highly motivated to build on previous achievements.”
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