This is a profile image of Jörn Küpper

Jörn Küpper

Senior PartnerCologne

Jörn Küpper

Senior PartnerCologne

Leads our Western European Consumer Packaged Goods and Retail Practices, implementing winning strategies and supporting organizational structures for leading players in consumer industries

Jörn is the leader of our Consumer Packaged Goods and Retail Practices in Western Europe. He serves European consumer-goods companies and retailers, focusing on strategy, sales, and supply chains.

During his career with McKinsey, Jörn has specialized primarily in strategy development across consumer industries. His recent engagements include:

  • leading the global strategy process for a large apparel company
  • defining a five-year strategy plan for a leading consumer-packaged-goods company
  • developing a multichannel strategy for a leading multi-category retailer

Jörn helps his clients to capture growth opportunities and scale advantages. His projects often include M&A and business-building activities.

Prior to joining McKinsey, Jörn worked at an advertising agency, focusing on marketing and strategy. He has published pieces on how consumer-goods companies can streamline their operations without compromising customer service.

Published work

Translating budgets into quality: European football’s value frontier,” McKinsey & Company, February 2024

Brand strength or margin? Both!,” McKinsey & Company, September 2021

The value pitch: The importance of team value management,” McKinsey & Company, September 2020

The new model for consumer goods,” McKinsey & Company, April 2018

The state of fashion,” McKinsey & Company, December 2016

Western Europe's consumer-goods industry in 2030,” McKinsey & Company, October 2016

Urban world: The global consumers to watch,” McKinsey Global Institute, March 2016

Is your company a value creator or value destroyer?,” McKinsey & Company, August 2015

The decade ahead: Trends that will shape the consumer goods industry,” (PDF–540 KB) McKinsey & Company, December 2010

“Fast fashion,” (in German) McKinsey & Company

“Supply chain champs,” McKinsey Quarterly, February 2004


Hannover University
PhD, marketing

Saarland University
Masters, management science