Mr. Behrens, could you briefly describe your entrepreneurial activities?

My main task as Managing Director of 4Care GmbH is the sale of optical medical products. We are happy to take new paths, for example with digitalization: We were the first in Germany to offer contact lenses for sale on the internet. That was back in 1995, and it was pioneering work.

Today we operate Germany's most well-known online shops for contact lenses and glasses, delivering directly to the end customer. Additionally, we are also suppliers and partners for established, stationary opticians. Furthermore, as a certified manufacturer of medical products, 4Care is also active in wholesale, where we supply large drugstore chains—both nationally and internationally. In short: We operate in all forms of trade distribution.

How has trade developed since the company's founding?

Optics was long solely the domain of craftsmanship and stationary sales. Like everything in the health and medical field, the optics industry is a sensitive business area. And yet, it has radically changed! Twenty years ago, the willingness to purchase medical products via the new online trade was rather low. Today, this distribution channel, with all its advantages, has become indispensable.

Customers appreciate simplicity and convenience. This doesn't mean that sales only work "online." On the contrary: I think personal consultation will actually gain importance for some customers. That's why we also rely on this pillar and the collaborative relationship with the "optician on-site."

This principle applies to the entire trade. We should all rely on the consumer's maturity. Because: They want to have all options today. They want to freely decide whether to make their purchase online, on-site, or in a combined, "hybrid model." We need to respond to this trend. Those who don't adapt themselves and their company will be replaced sooner or later.

Shaping developments – do you volunteer in interest representation out of this motivation?

Politics sets the framework conditions for the economy. Whether data protection, taxes, or Corona measures: As entrepreneurs, we are directly influenced by these factors. That's why we must always stay alert. Otherwise, economic policy changes will pass us by, and we will have to live with the disadvantages in the end.

Whoever wants to be heard must make themselves heard. The best way to do this is by organizing.

... for example, through the DIHK Trade Committee?

Exactly. I am now a member for the third term and have been re-elected as chairman. Together with Carla Gundlach as deputy chairwoman, we have once again taken up the challenge to continue the successful work in the committee. This offer was accepted, for which we are both very grateful. Networking, exchanging ideas with others, and hearing different opinions are a lot of fun. Sometimes, a business relationship develops from a contact. But above all, I value the input and the thematic impulses.

The committee is diverse: from locally oriented retailers to representatives of retail chains. This is a good representation of the real trading landscape as we have it in Germany. And the regular meetings are truly enriching for everyday life—personally and professionally!