DWS Group has announced that, effective early November 2026, it will introduce Deutsche Asset Management as its new global brand identity.

This new brand identity is designed to support the firm’s role as the Gateway to Europe for investors globally and reinforces its German and European heritage while clearly reflecting its global growth ambitions across regions and client segments. As the global umbrella brand, this change brings together the services, expertise and performance the group delivers worldwide, according to a statement by the group.

The new brand identity DWS for the active European private wealth business, Xtrackers for the global ETF and passive mandates business, RREEF for the US real estate expertise. It aims specifically at international and institutional clients.

Deutsche Asset Management will be used directly for institutional clients and private market services; most existing product names and brands will remain unchanged.

Stefan Hoops, CEO at DWS Group GmbH & Co. KGaA, said: “With Deutsche Asset Management, we launch a global identity that is home to a family of strong and well-established brands: DWS builds on a 70-year heritage of creating alpha in Active portfolio management for our clients in the home market. 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. 

Earlier this year, DWS Group aligned its client coverage division more clearly with client segments and set up its distribution organisation for private wealth and institutional clients.