DWS Group unveils new global identity

DWS Group announced that it will introduce a new global brand to reinforce its German and European heritage, reflecting its growth across regions and client segments.

Effective early November 2026, the group will be identified as Deutsche Asset Management as the global umbrella brand, bringing together its services, expertise and performance the group delivers worldwide.

Most existing product names and brands will remain unchanged, the firm confirmed, including DWS for the Active European Private Wealth business; Xtrackers for the global ETF and passive mandates business; and RREEF for the US real estate expertise.

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, it said.

DWS Group chief executive Stefan Hoops explained the rebrand builds on a 70-year heritage of active portfolio management.

"With Deutsche Asset Management, we launch a global identity that is home to a family of strong and well-established brands," he said.

"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."

He added that the new name will gain "immediate" international recognition and is already known by its institutional clients.

"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," he said.

This step heralds the next phase of the company's development focused on growth, excellence and global relevance, Hoops added.

"Our ambitions are international - and that calls for a new approach: more presence with institutional clients, greater visibility in regions outside Germany and Europe," Hoops continued.

"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."