DWS Group is to introduce Deutsche Asset Management as its new global brand identity, effective early November 2026.
The firm said that this new brand identity is designed to support its role as the gateway to Europe for investors globally and reinforces its German and European heritage while clearly reflecting its global growth ambitions across regions and client segments.
Furthermore, the new brand identity will be home of the well-established brands – DWS for the active European private wealth business, Xtrackers for the global ETF and passive mandates business, RREEF for the US real estate expertise – and aims specifically at international and institutional clients.
Stefan Hoops, CEO at DWS Group GmbH & Co. KGaA, said: “With Deutsche Asset Management, we launch a global identity that is home to a family of strong and well-established brands: DWS builds on a 70-year heritage of creating alpha in active portfolio management for our clients in the home market. By focusing DWS on its core proposition in Germany and core Europe, we will further strengthen its recognition and impact. With Xtrackers, we have established a great stand-alone ETF and passive mandates brand in the market that will benefit from being part of the Deutsche Asset Management family. And with RREEF, we build on more than 50 years of real estate expertise in core markets.”
Hoops added: “Deutsche Asset Management will have immediate international recognition and is already well known by our institutional clients globally. Adopting it as our umbrella brand, is a clear signal to our clients: as a global asset manager with deep European roots, operating at scale and with fiduciary independence, we are here to support them with their long-term objectives, based on focused discipline and global expertise.”
