8amGmbH DEENFRITRU
Sales agency · Market entry · Consulting

The art of perfume beyond the mainstream.

8am GmbH represents selected fragrance and skincare brands in Germany and Europe, guides international houses into the German market and helps owner-run perfumeries find their own way.

Services

Three disciplines, one craft.

More than 30 years in the world of fragrance and cosmetics: in retail, in sales and as the owner of my own perfumery. The result is an offering that understands brands and retailers alike.

I

Sales

As a sales agent, I represent fragrance and skincare brands to perfumeries in Germany: personally, for the long term and with detailed knowledge of every partner.

  • Exclusive brand representation
  • Building and maintaining the retail network
  • Order meetings, training and promotions
II

Market entry

I prepare international fragrance, skincare and make-up brands for the German market, from strategy to the right partner.

  • Market analysis and positioning
  • Choice of sales channels
  • Selection of partners and retailers
III

Consulting & training

Independent perfumeries hold their own against chains and corporations when they are bold and clearly different. I support owners and their teams along the way.

  • Differentiation through brands and assortment
  • Sales strategy and window displays
  • Training for sales staff
Michael Wetzko bei einem Vortrag
Training & coaching

Knowledge that pays off on the shop floor.

Good advice is what makes the difference between a perfumery and a shelf. That is why my training is not about theory but about what works with customers the very next day. I train in store, in-house or in workshops for several shops at once.

  • Fragrance advice that delights and retains customers
  • Fragrance families, raw materials and perfume history made easy to understand
  • Brand knowledge and stories that sell
  • Standing out from chains and online retail
  • Window displays and merchandising
  • Events and promotions that bring customers into the shop
Experiences & talks

Experience fragrance. In the shop and at your venue.

In my perfumery in the historic half-timbered house at the Weberbrunnen in Essen-Kettwig or at a venue of your choice: I create evenings, celebrations and talks all about fragrance, personally and with more than 30 years of experience.

30+ yearsExperience in retail, industry and sales
First-handDirect contact with perfumers and brand founders
A special placeThe half-timbered house at the Weberbrunnen in Essen-Kettwig
Tailor-madeEvery experience is planned together with you
In the shop

At the Weberbrunnen

For you, your family and your friends, in a setting like no other.

Private shopping

The perfumery is all yours. Before or after closing time, I take time for your personal fragrance consultation, at your leisure and with a good glass in hand.

A night at the perfumery

An exclusive evening for you and up to 15 guests: a fragrant journey through the collection, with stories about brands, perfumers and raw materials.

Celebrations in fragrance

Birthday, family celebration, stag or hen party: your occasion gets a special programme in which every guest discovers their own fragrance. The shop welcomes up to 15 guests.

Your signature scent

An in-depth personal consultation in which we find out together which fragrance truly suits you, with no time pressure and plenty of discoveries.

Fragrance evenings & tastings

Themed evenings, for example around vanilla, rose or oud, and brand evenings with perfumers or founders who present their fragrances in person.

Give an experience

Private shopping, a fragrance evening or a personal consultation as a gift, with an individually designed voucher on request.

At your venue

Companies, associations and events

I come to you, whether for a customer event, a conference or a special evening.

Corporate and customer events

Fragrance workshops for teams, customers or incentives, at your premises or at a special venue of your choice.

Talks & keynotes

Well-founded, entertaining and drawn from practice, for example on these topics:

  • How a perfume is created
  • Natural and synthetic raw materials
  • The fragrance industry and its players
  • Specialist retail in transition
  • Fragrance and emotion
  • Originals and dupes

Fragrance dinners

Evenings where fragrance and cuisine come together, in partnership with hotels and restaurants. The model is my fragrance dinner at Schlosshotel Hugenpoet.

Fragrance gifts for companies

Selected fragrances and skincare as gifts for customers or employees, personally curated to suit your company.

Panels, podcasts & moderation

As a guest or moderator at industry events, panel discussions and podcasts on fragrance, retail and brands.

Online tasting

A sample set is delivered to your home, then we explore it together live, scent by scent, which is also ideal for remote teams.

Highlights so far

Fragrance dinners with Thomas De Monaco, Maison Crivelli and M. Micallef at Schlosshotel Hugenpoet · Fragrance dinner at Landhaus Höppeler · Fragrance evening with Elleven Oh One · St Nicholas market and summer market at Schlosshotel Hugenpoet

Don’t see what you’re looking for? I design every experience individually with you. We agree on the programme and price personally.

Request an experience
Market entry Germany

The German market is big. And unique.

International brands entering Germany face a retail landscape of chains, department stores and strong owner-run perfumeries. Choosing the right path determines success and speed. I have known this landscape from the inside for more than 30 years.

Owner-run perfumeriesDepartment storesPerfumery chainsOnline retail
  1. How is the market structured, and where does your brand fit in?
  2. Which channels first: independent perfumery, department store or chain?
  3. Who is the right partner for sales and distribution?
  4. How fast can and should the brand grow?
  5. What does a realistic plan for the first 24 months look like?
Schwarz-Weiß-Porträt von Michael Wetzko
About me

Michael Wetzko

Actually, I wanted to study mechanical engineering. After training as a toolmaker, I had already started my degree and was working part-time in the stockroom of Parfümerie Schnitzler in Düsseldorf. That is where the world of fragrance captured me for good. Instead of continuing my studies, I trained as a retail salesman at Schnitzler and, at the same time, as a make-up artist.

I then travelled all over Germany as a make-up artist and make-up trainer for Helena Rubinstein (L’Oréal Group). This was followed by more than 16 years at Douglas: from deputy store manager to store manager and area manager, all the way to running the Schnitzler perfumeries in Düsseldorf, Douglas’s luxury division. Along the way I led teams of up to 80 employees and was responsible for up to 10 million euros in revenue.

In 2015, I was General Manager Germany for Cellcosmet & Cellmen. From 2016, I was responsible for sales at will be a brand GmbH in Germany, Austria, Switzerland, the Czech Republic and Slovakia, with brands such as Escentric Molecules, Renegades, Mark Buxton, Saskia Diez, Biehl Parfumkunstwerke, Atelier Parfums Meyer Plettenberg and Nasengold.

In 2019, I founded 8am GmbH. During the pandemic, at the friendly urging of my wife and our two children, I moved out of my home office into a small office with a showroom. I paid the rent by selling fragrances from my brands. It went so well that it grew into a real perfumery: Perfumehouse, today at the Weberbrunnen in Essen-Kettwig.

Michael Wetzko als Visagist beim Schminken eines Models
As a make-up artist and make-up trainer for Helena Rubinstein
1987Toolmaker apprenticeship, Kombinat Carl Zeiss Jena in Dresden
1995Retail sales training at Parfümerie Schnitzler, Düsseldorf, alongside make-up artist training
1997Make-up artist and make-up trainer, Helena Rubinstein (L’Oréal Group)
1999Douglas: deputy store manager and store manager in Düsseldorf, Krefeld and Neuss
2009Store manager of Parfümerie Schnitzler in the Schadow Arkaden, Düsseldorf
2012Store manager Douglas Bonn, high-potential programme for area managers
2013Douglas area manager for six stores in Essen, Duisburg, Gelsenkirchen and Bottrop
2014Managing director of the Schnitzler perfumeries, Douglas’s luxury division
2015General Manager Germany, Cellcosmet & Cellmen
2016European sales at will be a brand GmbH
2019Founding of 8am GmbH
2021Office with showroom in Essen-Kettwig, launch of Perfumehouse
2023Perfumehouse moves to the Weberbrunnen
Kampagnenmotiv „Ich bin keine Kopie“ der Initiative #undupable mit Michael Wetzko
Attitude

I am not a copy.

I support #undupable, the initiative of the VKE cosmetics association, backed by the Fragrance Foundation Germany. It champions original products in the beauty industry.

For me, this is more than a campaign. Behind every perfume I represent are people with an idea, with craftsmanship and with courage. Dupes copy a bottle and a name, but never that attitude. That is exactly why I only work with originals.

Contact

Let’s talk.

Whether you are a brand, a perfumery or a distributor: I look forward to hearing from you.

Address8am GmbH · Ruhrstraße 50 · 45219 Essen-Kettwig