DWS Group has announced that, effective early November 2026, it will introduce Deutsche Asset Management as its new global brand identity.
The firm writes: “This new brand identity is designed to support the firm’s 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. As the global umbrella brand, this change brings together the services, expertise and performance the group delivers worldwide.”
The new brand identity will be home of the 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.
Most existing product names and brands will remain unchanged. From November, the “by Deutsche Asset Management //” endorsement will connect the product brands more clearly to a global platform, while Deutsche Asset Management will be used directly for institutional clients and private market services, the firm says.
Stefan Hoops, CEO at DWS Group GmbH & Co. KGaA, says: “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 adds: “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.”
The firm writes that this step heralds the next phase of the company’s development focused on growth, excellence and global relevance.
“In recent years, DWS Group has delivered on its strategic priorities, including strong operational performance and building momentum across its diverse investment capabilities – culminating in a move into the MDAX, the major German Mid Cap Index, in March 2025.
“Having completed the strategic cycle set out at its Capital Markets Day in 2022, DWS has entered its next phase at the beginning of 2026 – building on its platform to further strengthen client outcomes and long-term growth, Connecting the Dots across capabilities, expertise and investment performance worldwide. Earlier this year, DWS Group aligned its Client Coverage Division even more clearly with client segments and set up its distribution organization for Private Wealth and Institutional Clients.”
Stefan Hoops further explains: “Our ambitions are international – and that calls for a new approach: more presence with institutional clients, greater visibility in regions outside Germany and Europe. It requires an organisation that takes an even more holistic view of client relationships. An organisation with a more global vision and approach. And an organisation that is clearly recognisable for clients and talent around the world. As we entered the next phase of our growth agenda, we reflected on where we have not yet fully realised this potential and took the necessary steps to change that. The alignment of our commercial organisation around client groups was one important step in this direction; our intention to move to Deutsche Asset Management is another.”
