Malte Bruegmann: Innovating Retail and Aviation with Precision and Passion

Malte Bruegmann is a global entrepreneur known for revolutionizing the retail industry and making his mark in aviation. As the co-founder of Bruegmann USA, he has transformed how retailers display and manage pricing, improving both efficiency and aesthetics. Beyond business, Bruegmann is an accomplished aviator, competitive air racer, and co-founder of Avalair, a private jet charter company based in Houston. His journey from a German exchange student to an international business leader is a testament to his ability to recognize opportunities and turn them into successful ventures.

Bruegmann’s retail career began unexpectedly during a semester abroad in California in 1999. “I noticed that the price labeling on the shelf edge in the U.S. was different than in Germany,” he recalled. “In the U.S., they used double-adhesive labels, whereas in Europe, we had extrusion profiles that held paper labels, making them much easier to change and creating a much better look on the shelf.” Recognizing the potential to introduce a more efficient system to American retailers, he decided to stay and build what would become Bruegmann USA.

Today, Bruegmann USA operates on a global scale. “We’re in Asia, we’re in Europe, we’re in North America,” he explained. “After doing this for twenty-plus years, we’ve established strong relationships in each of these markets.” The company continues to expand, strengthening partnerships with existing retailers and attracting new clients. “The success we’ve had with some of our customers is now allowing us to expand within those customers and to new ones.”

Beyond merchandising solutions, Bruegmann has also contributed to retail innovation through patents. However, for him, patents are not the focus—solving real-world problems is. “For us, it’s really more about solving the challenges of our customers and providing them with solutions that give them value,” he said. “If those solutions happen to be patentable, we’ll pursue a patent. But we don’t just create patents for the sake of it.”

While retail has been a driving force in Bruegmann’s career, his true passion lies in aviation. “I grew up in a small town in Germany that had a glider airport within a mile and a half,” he said. “I was always interested in airplanes, so I eventually started flying gliders, then powered aircraft, and began towing gliders and competing.” His love for aviation eventually led him to co-found Avalair, a Houston-based private jet charter company. “The inspiration was really the love for aviation, and then it became very concrete when a friend of mine, who was a professional pilot, had similar ideas. We said, ‘Let’s do this together.’”

His competitive spirit extended to air racing, an elite and high-speed aviation sport. “I love competing, I love intense activities,” he shared. After moving to the U.S., he realized that gliding was too time-consuming with a family, so he transitioned to jet aviation. He eventually bought an L-39 light fighter aircraft, trained with an F-16 pilot, and entered the Reno Air Races, one of the most prestigious aviation competitions in the world. “I was fortunate to participate in the last three years of the races before they officially concluded in 2023.”

Bruegmann also took on the role of a pace pilot in air racing, a crucial responsibility for ensuring the safe and fair start of a race. “Since we don’t start from a standstill, the pace plane becomes the start line,” he explained. “We fly six to eight airplanes off our wing in formation, guiding them into position. When we say, ‘Gentlemen, you have a race,’ we pull up and away as they enter the course at speeds up to 500 miles per hour, just 50 feet above the ground.” Once the race begins, the pace pilot transitions into a chase role, monitoring for emergencies and ensuring all aircraft land safely.

The high-pressure nature of air racing has also influenced Bruegmann’s leadership style in business. “Preparation is the key to dealing with challenges,” he said. “In the cockpit, you want to fully understand what to do in an emergency. In business, it’s the same—when unpredictable situations arise, you need to be prepared to handle them.” He believes open and honest communication is essential in both environments. “You have to fact-check yourself and your team to make sure you’re moving in the right direction.”

As the aviation industry evolves, Bruegmann sees significant changes on the horizon. “Technology is advancing at an incredibly fast pace,” he noted. For Avalair, his focus is on establishing the company as the leader in private charter services in Houston. “Once we’re firmly established, we’ll consider expanding to new markets like Austin or Denver.”

When asked about the legacy he hopes to leave in both retail and aviation, Bruegmann deflected personal credit, emphasizing the role of his team. “It’s hard for me to make it about myself,” he said. “I hope that people who are part of Bruegmann or Avalair—whether they’re customers, vendors, or employees—can say that these companies provided value to them and gave them opportunities to grow.”

For his younger self, his advice is simple: make decisions with confidence. “I started when I was 23, and of course, I made mistakes,” he admitted. “But I’ve always believed it’s better to make a decision and make the wrong one than to not make a decision at all.” However, he also acknowledged a personal lesson learned over the years. “I have an intense personality, and I didn’t always listen to my body the way I should have. So I’d tell my younger self to take it a little easier physically.”

As for success, his definition has evolved over time. “At the beginning, success was about survival—achieving small steps to establish myself. Now, it’s different. It’s about doing something I enjoy, creating opportunities for others, and seeing people within our organizations succeed in their own way.” He also values the ability to balance his time. “The first twenty years were incredibly demanding. Now, being able to spend more time with family is something I consider success.”

The 6 Degrees team extends its gratitude to Malte Bruegmann for sharing his remarkable journey. His contributions to retail innovation and aviation, along with his passion for pushing boundaries, continue to inspire entrepreneurs and aviation enthusiasts alike.