Adrien Rincheval (PM-International): Growth through diversity
A diverse workforce can contribute hugely to a company’s growth. For Adrien Rincheval, Chief Sales Officer at PM-International, Luxembourg has provided that vital diversity.
What is PM-International?
Founded in Germany in 1993, PM-International is a global company selling health, fitness and beauty products. Active in 45 countries, it did $3.25 billion in retail sales in 2024. But while its roots lie in Germany, its headquarters are in Luxembourg. “Luxembourg is an international place,” Rincheval explains. “This creates flair in our headquarters like I've never seen before. You have so many different perspectives.” Over the past ten years, those diverse perspectives have fuelled international growth. PM has expanded from Europe into Asia, Africa, and America. “Luxembourg gave us more cultures, more languages, but also more vision,” Rincheval says. That vision has been the key to success.
What does PM-International do?
PM-International’s lines of cosmetics and nutritional supplements under their FitLine brand are developed with the help of the Luxembourg Institute of Science and Technology. The company’s 70 patents ensure uniqueness, and the supplements are used by a thousand professional athletes around the globe, adding to their appeal for young people oriented towards the gym. There are also options for older people to support their wellbeing. “We have a core set of products that is good for everyone,” Rincheval says. “And around that, we also meet specific needs, whether that’s for athletics, weight loss, or cosmetics.” Demand for products has grown with the changing times. “Thirty years ago, dietary awareness wasn’t what we have today. Now, everyone knows how important nutritional supplements are, the only question is which product.”
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“Our success goes beyond our products, it’s driven by people and connections. That’s what makes our journey meaningful.”
What does the future hold for PM-International?
In 2023, PM celebrated its 30th anniversary in spectacular fashion, with 15,000 guests at the SAP Arena in Mannheim. But the company isn’t just celebrating the past; it’s also looking to the future. “We have a clear vision for the coming years,” Rincheval says. “We’ve been the fastest growing player in our industry and won a lot of awards, so we want to continue that way.” This means a goal of five billion in retail sales in 2027, but it also means transforming lives. The company’s charitable efforts help more than 6600 children and their families; they want to make it 10,000. With expansion plans around the world, those grand goals look achievable. “We’re aiming for new markets in South America, in Colombia and Peru,” Rincheval says. “In Asia, China is the big next market, and in Europe we’re going East, to Romania and Kazakhstan.” There’s a lot to do, but with the diverse vision Luxembourg has given it, PM-International looks set for success.