New Business Fields · Internationalisation · Brand Expansion
Growth begins alongside the core business.
Sustainable growth comes not only from developing the core business further, but also from opening up new business fields, international markets and durable partnerships. This is precisely where I advise companies and strong brands today, through PrimeBrand Solutions.
Career stations
The following cases stem from operational responsibility held within the companies named.
New Business Fields
Opening up new business fields on the basis of existing strengths such as brands, reach, customer access and expertise. From developing the business model through building the organisation to securing commercial performance.
- Burda Brand Licensing 2012–2020Built into one of Germany’s leading brand licensing agencies for brand and media partnerships, licensed products and live brand experiences.
- University of Applied Management 2021–2023Extending the growth trajectory of the university group through new campuses, degree and executive education programmes, and partnerships with technology companies.
Internationalisation
Transferring successful business models and brands into international markets. From selecting and assessing suitable target markets through developing the market entry strategy and choosing the right partners to successful implementation on the ground.
- GEO International 2005–2012Building an international editorial and publishing unit for print and digital, through which GEO was launched into new markets together with international publishing partners.
- Parenting International Network 2008–2012Building a cross-border digital network based on ELTERN.de, entering markets even where no local magazine business existed.
Brand Expansion
Opening up new revenue streams through the strategic use of strong brands. At its core lies brand licensing: developing and implementing licensing models – from mono and co-branding to endorsement and promotional licences.
- InStyle und ELLE 2016–2020Securing the licensing rights to ELLE and InStyle for the German-speaking market and developing them into licensed brands across numerous product categories with retail presence.
- Freundin Home Collection 2012–2020Developing a media brand into a licensed brand in its own right, with a wide range of licensed home & living products in retail.
The individual project was never the point. The question was always how a business model can be developed further.
Dr. André Möllersmann
Entrepreneurship and research
My career has included positions at Bertelsmann, Gruner + Jahr and Hubert Burda Media, among others.
Within the Bertelsmann group I was responsible for the international expansion of the media brands GEO and GALA, developed international partnerships and opened up new markets abroad. At Hubert Burda Media I built one of Germany’s leading brand licensing businesses for the publisher’s media brands. The focus of my work was never the individual project, but always the strategic question of how business models can be developed further and additional value creation unlocked.
I was able to extend this experience across industries. As vice president of a university I was responsible for strategic development and growth projects as well as the internationalisation of the university group. Alongside my role on the executive board I completed a doctorate in international business administration there, examining the internationalisation strategies of universities of applied sciences – a field deliberately chosen outside my original industry focus.
Today I support companies and brands in developing new business fields and lecture at university level on business model development, entrepreneurship and digital commerce.
Career
- since 2025MK BrandX · Managing Director and Co-Founder
- since 2023PrimeBrand Solutions · Managing Director and Founder
- since 2023Jahreszeiten Verlag · Director Strategic Partnerships & Licensing
- 2021–2023University of Applied Management · Vice President
- 2012–2020Hubert Burda Media · Director Brand Licensing, previously Director Merchandising & Licensing
- 2009–2012Gruner + Jahr · Director International Brands
- 2005–2009Gruner + Jahr · Director GEO International
- 2001–2005Gruner + Jahr · Assistant to the CEO, later Publishing Manager GALA and FRAU IM SPIEGEL
Education
- 2024Doctorate (Dr. rer. soc. oec.) · Hochschulinstitut Schaffhausen, Switzerland
- 2003Preparing for Opportunities · INSEAD, Fontainebleau
- 2001Diplom-Kaufmann (MSc equivalent) · University of Hamburg
- 1995Commercial apprenticeship · Bertelsmann, Gütersloh
The doctoral thesis examines the internationalisation and market entry strategies of German universities of applied sciences. Based on an empirical analysis, it identifies the central strategic and organisational success factors for international expansion. The work takes a business management perspective, and its findings can in large part be transferred to companies seeking to enter new international markets. It is available in bookshops, for example from Thalia oder Amazon.
What others say about my work
He built the licensing business at Burda Verlag virtually from nothing over recent years and shaped it decisively.
Elisabeth VarnBoard Member, Hubert Burda Media
He knows how to analyse market trends and customer needs precisely, and to turn those insights into innovative and profitable licensing agreements.
Susan MolzowManaging Director, Kieler Nachrichten
He has substance, knowledge and a great deal of know-how – and has delivered projects with enthusiasm, reliability and success.
Nina ZimmermannCEO, kununu
His stamina, friendly persistence and knack for finding solutions impressed me from the very beginning. What also sets him apart is self-reflection paired with a healthy dose of ambition to create something new.
Katharina JahrlingCOO, Klitschko Ventures
He is an excellent visionary, a strong strategist and he is consistently looking for new ways to grow the company’s revenue while also upholding ethical and fair standards at all times.
Christoph WerleManagement, Johann Lafer
Working with him and his team was always a pleasure – he is a consummate professional in his field. Personable, authentic, dependable and effective in execution.
Hermann WalaBrand expert and bestselling author
In conversation
Podcast · Hermann Scherer · Guest: André Möllersmann
Growth beyond the core business
On building new business fields within media companies, international brand expansion, and the question of how a strong brand can become a new business field. The conversation is in German.
Where is your next field of growth?
Let us talk about the potential that today still lies outside your core business. I look forward to the conversation.