Deutsche Asset Management to rebrand as DWS

07 December 2017   Category: News, Asia, Global, Germany   By David Macfarlane

Deutsche Asset Management (Deutsche AM), currently the brand name of the asset management arm of Germany’s Deutsche Bank Group, is to be rebranded globally as DWS in the first quarter of 2018.

Asia Asset Management reached out to Karène Dufour, press & media relations, Asia Pacific at Deutsche Bank, to find out what the abbreviation “DWS” actually stands for. She explained that it comes from the German “Die Wertpapier Spezialisten”, which means “The Funds Specialists”.

The firm has also announced the designated management team and governance structure of the stand-alone asset management business.

In a statement from the company on December 6, Nicolas Moreau, head of Deutsche AM, says: “Our new global brand DWS draws on our roots in the German market, going back over 60 years, and a name that is distinct in our industry globally. It stands for stability, a strong track record and for values we have continuously lived up to: excellence, entrepreneurship, sustainability and integrity. Values that will remain central to our future success.”

In addition to the new brand name, the company will introduce a new logo that it says embodies its dynamic and forward-thinking identity. “The rebranding of all legal entities and product lines will be completed in 2018. We will keep our well-established ETF product label Xtrackers and real estate name RREEF on a product level, linked to the new global brand”, the firm says in the statement.

Deutsche Bank Group adds that it will unite all its asset management business lines under the DWS umbrella brand, including its capabilities in the institutional and retail sectors, and across its active, passive and alternatives range.

Karl von Rohr, chief administrative officer of Deutsche Bank, will become chairman of the supervisory board of Deutsche AM within the new structure. This board will comprise independent members, other shareholder representatives and employee representatives.

The designated management team will also commence its work in the first quarter of 2018. Its members have an average 23 years of industry experience, and 14 years at Deutsche AM or Deutsche Bank Group. Half of the team, including the chief executive officer, will be based in Frankfurt.

As of September 30 this year, Deutsche AM had 711 billion euros (US$841.95 billion) in AUM.