You can’t quite make out this man who, by way of greeting, accepts no handshake but instead hugs people. Is he the bon vivant who, always impeccably dressed, plays golf, smokes cigars and sips casually at a champagne glass while expertly making conversation with the upper crust? Or the hard-nosed businessman who sells cat food and celebrated success with discount wars? Or, after all, the sensitive artist who for hours joins the tiniest mosaic stones into monumental works of art?
One thing is certain: Rolf Styger is a man of contrasts. And as he sits on the sofa of his modern villa in Aargau and talks about his life, he seems like someone who has found his inner calm and purpose. Even if he isn’t truly deeply relaxed: a slight tension is always palpable beneath his composure.
An Entrepreneur to the Core
One thing is certain: the now 57-year-old is an entrepreneur to the core, from whom many could – and should – learn. How he leads his businesses to success, for example. «The most important share of that belongs to the employees. You have to treat them at least as well as the customers,» he explains, sharing his actually simple recipe – and goes straight into detail: «You mustn’t cheat anyone, be fair to all. Fressnapf’s success rested above all on a wonderful corporate culture. Everyone was involved in the company, could have a say and knew where the journey was heading. The result was that the team of a branch somewhere in Valais, which you couldn’t control from Zurich, simply put their foot down. Much more was sold, far less was stolen. All the things that you otherwise get as collateral damage in a branch operation.»
Shouldn’t such an attitude be standard? Styger furrows his brow. «I was once naive enough to think it was only a matter of time before other entrepreneurs would realise it too. But when I look at the world today, I’m disappointed. Not many companies treat their employees the way they should.»
He already had this vision of running a company at the start of his career, which began in the tranquil town of Schlieren near Zurich. Rolf Styger was born with the entrepreneurial gene. His grandfather ran a leather-goods shop, his father took over and moved into wholesale dog and cat supplies. Then came young Rolf, who took over sales management. Big names such as Migros, Coop or Manor were on the client list.
A Retreat with Himself
That went well until, in the mid-1990s, the largest customer introduced a new strategy. «Suddenly everything was run from a head office, and we had to deliver even more cheaply.» Resistance stirred in Styger, by then managing director of the family business. «Being controlled by others is the worst thing that can happen to me. I’ve known that since my time in recruit school. And I didn’t want to make myself the slave of a big customer.»
He solved the problem his own way. «I held my first retreat with myself. Somewhere on a hill, back then still with paper, no laptop.» Styger took stock, zoomed out of himself, gained distance. And neatly wrote down what really matters in life. «The questions were: what is my significance in this world? What can I achieve? What do I really want?» He has held this retreat with himself every year since.
The outcome of that first retreat is quickly told: Styger decided to go into the specialist-retail business. In Germany he met the «Fressnapf» founder Torsten Toeller. The two talked for two and a half hours, and at the end there was a deal sealed with a handshake. Styger was able to build up Fressnapf in Switzerland on his own.
The Outperformer
Thirteen years later: Fressnapf Switzerland is booming. 36 shops, 300 employees, 100 million in turnover and, per square metre, twice as much as the competition. The recipe for success, besides the motivated staff? The entrepreneur’s eyes light up. «In every market there are three parts: 20 per cent of providers can’t do it. 60 per cent do it well, but are only average. And 10 to 20 per cent are outperformers. I always wanted to be one of those, in everything I do. Anything else doesn’t interest me.» Being faster and more rigorous, and pursuing a crystal-clear strategy without compromise: that’s success à la Styger.
His basic drive was always creation. «As a child I built new things with Lego. And afterwards I was able to build up Fressnapf. And in art too … to create something beautiful and lasting, that is my passion.» Fressnapf was now accomplished; it was time for something new. Styger sold his shares and at 43 suddenly had a fat bank account and plenty of time. «I visited friends or sometimes spent two days finishing games on the computer.» And he gave himself over to the art of mosaic-laying; in his house and garden, colourful installations made of thousands of small stones take shape.
But the entrepreneurial gene gave him no peace. Styger became a business angel for start-ups and coached managers «before they hit burnout». He tells them all the same thing: «We always have a choice! As human beings we have the privilege of being able to decide anew every day: whether I look after myself today. Whether I approach people positively today. Whether I end something today that I no longer want to do at all. Whether I tackle something today or let the day drift and knock off early. Whether I call a friend. You can decide afresh every day and improve your life.»
The Butcher’s Shop with a Restaurant
Styger is always receptive to new input, too. Six years ago, friends told him about the idea of a restaurant with a butcher’s shop in 1920s style. «I immediately saw the potential. We were right on trend with it.» On trend? A meat restaurant at a time when vegans are loudly manning the barricades everywhere? Styger laughs. «Yes. We eat less and less meat. But when we do, enjoyment and quality come first, and we also want to have as clear a conscience as possible. That is definitely a trend.»
So Styger founded, together with restaurateur Phil Oehler, Gregory Knie of the circus dynasty and Luma founder Lucas Oechslin, the Williams ButchersTable – with enormous success. It is not only Zurich’s most popular butcher’s shop but also ranks 51st among the world’s best steak restaurants. And because Rolf Styger is a marketing pro, the restaurant also comes with a big golf tournament, the ButchersTable Classic. As he says with a grin: «I like it big.»
«When in Doubt, Just Say Yes»
Think big, be rigorous, treat people well – it sounds like an obvious recipe for success. What is there to add? Styger doesn’t think long. «When in doubt, you must always say yes. Do you fancy a Luma pork chop? Say yes! Are you sitting comfortably in front of the TV in the evening and a friend calls because he wants to have a beer with you? Then say yes! Don’t deliberate, keep leaving your comfort zone. Only that way do you experience exciting things and move forward.»
It has grown late. Rolf Styger is a fine storyteller, full of ideas and surprising insights. At the end of the conversation there is, of course, a warm hug and the comforting realisation that successful entrepreneurs needn’t be cynical profiteers. Decency, kindness, passion and enjoyment can lead to success too. And the combination of artist, entrepreneur and bon vivant that he embodies needn’t be figured out – better simply to be glad that it exists.
This article appeared in MEN issue 2/24 (November 2024).
