Amann Girrbach addresses rumours: “We are no longer flying under the radar”

At the same time, we are concentrating more closely on our core strengths and collaborating with strategic partners rather than seeking to offer everything ourselves. For example, we made a deliberate decision not to develop our own intra-oral scanner. This approach has helped us establish partnerships with internationally recognised dental distributors such as Patterson Dental and Henry Schein. Our open-system architecture also remains an important point of differentiation.

As part of this strategic focus, we reorganised operations across warehousing, shipping, product development and marketing. This involved workforce reductions, particularly in Germany. It was a difficult step but, from our perspective, a necessary one in order to reduce organisational complexity, make the company more agile and safeguard the long-term competitiveness of our European sites.

What does this realignment mean for the European market and Austria, Germany and Switzerland in particular?
As in the US, we intend to expand our presence in dental practices across Europe, particularly in Austria, Germany and Switzerland. Dentists who already work with our systems value above all the open workflows, ease of integration, reliability and quality. Our broader portfolio and stronger market presence will support this growth.

In Germany, we also continue to operate our own direct sales organisation, focusing particularly on dental laboratories. This keeps us directly accessible to our existing laboratory customers, while our wholesaler and distributor network gives customers additional ways to purchase our products.

What advantages do these changes offer your customers?
In the past, dental practices and laboratories generally had to order directly from us. Today, many of our products can also be purchased through wholesalers or distribution partners with whom customers already have an established relationship. This streamlines the procurement process. Zolid Lunaris and the Ceramill Motion Air also broaden the range of indications we can cover and the users we can serve.

Another advantage is our long-standing experience with zirconia. Our materials have been in clinical use for many years, and they are supported by clinical data and extensive practical experience. We are also continuing to expand our AG.Academy, which gives our customers access to continuing education both online and in person at our sites, helping them keep their professional knowledge and skills up to date.

You’ve personally been in the dental industry for over 20 years. How has the market changed since you entered the field?
The most significant change has undoubtedly been digitalisation. Amann Girrbach entered the CAD/CAM field at an early stage and is now making this experience available to a much broader range of users in both dental laboratories and practices. At the same time, aesthetic expectations have increased among patients and users alike. Materials such as Zolid Bion and Zolid Lunaris help us meet these changing expectations. Price pressure is also considerably greater than it was 20 years ago.

There is also a clear trend towards dental practice and laboratory chains. These organisations tend to have more sophisticated procurement and management structures. The dental market is now governed by a much stronger commercial and operational focus. As a manufacturer, we have had to adapt accordingly.

What measures have you taken over the past three years to support stable growth?
The most important measure has been to establish a clear strategic focus and improve efficiency across the organisation. This includes realistic budgeting and sound financing underpinned by reliable partners and long-term planning. We cannot spend more than we generate, and budgets cannot be based on assumptions alone.

At the same time, we are broadening our portfolio in order to respond to market needs and help shape future developments. We therefore continue to invest substantially in the development of new products.

Where do you currently see the greatest challenges, and how are you addressing them?
The greatest challenge is the global economic environment. We are seeing more cautious investment behaviour and a lower appetite for risk, including within the dental industry. This must be taken into account in both our product development and our commercial offering. The key is to develop solutions that deliver clear clinical, practical and economic value.

What products and services can your customers expect in the near future?
We are working on new products that we plan to present in the run-up to the 2027 International Dental Show. They are intended to address unmet needs in the market and respond to growing demand for aesthetic and implant dentistry solutions. The focus will be on solutions that can be implemented with minimal effort while offering a compelling balance between performance and cost. There is much more to come.