The noble history of the family brand Freifrau

Art director Birgit Hoffmann from the Hamburg design studio Hoffmann Kahleyss Design – who gave the Freifrau brand its creative identity – and sales manager Udo Patzke – who, like Helweg, knows the people needed to launch a successful brand – have been with the company from the beginning. The company rapidly attained prominence, describing its own philosophy as the ‘special feeling, the feeling of having arrived’. Instead of arriving somewhere, however, the brand instead remains more defined by the feeling of going places. In 2019, Helweg also brought his sons, twins Marc and Niklas Helweg, into the management.