How a Bohemian Dynasty’s Empire Burst Like a Bubble

The saying “a big industrial empire can burst like a bubble” serves as a poignant reflection on the transient nature of even the most formidable business dynasties. This sentiment resonates deeply with the story unearthed in the documentary ‘Soap Bubbles’ (original title: ‘Kingdom of Soap Bubbles’), which meticulously tracks down the long-gone Bohemian dynasty of the Schichts. Czech documentarian Tatana Markova’s film delves into the fascinating and often tragic history of a family whose name was once synonymous with innovation and industrial might across Central Europe, only to see their vast empire dissolve amidst the tumultuous shifts of the 20th century.

The Genesis of an Industrial Powerhouse

The journey into the Schicht legacy began for Markova after a chance encounter with Constantin Werner, a descendant whose family stories sparked her interest in their forgotten past. The Schicht name, particularly in what is now the Czech Republic and Slovakia, was as recognizable in the early 20th century as modern global brands like Apple or Starbucks are today.

The foundation of this empire was laid by Georg Schicht, who established a soap factory in the Bohemian town of Rynoltice. His entrepreneurial vision extended beyond basic soap production. The company quickly became known for its bold innovations, venturing into parallel markets with products like Elida cosmetics and Kalodont toothpaste. Schicht’s foresight also included securing raw materials, such as coconut and palm oil from Africa, a pioneering move for the era.

Beyond production, the Schicht brand excelled in marketing and branding. Their signature product, the “soap with the stag,” featuring a distinctive leaping deer symbol, became instantly recognizable. Through clever advertising, including wholesome billboard girls and slick silent film promotions, the Schicht brand cultivated an image of “easy, cheap and clean” products, capturing the trust and loyalty of households far and wide.

Navigating Tumultuous Times: The Empire’s Vulnerability

Despite their flourishing success, the Schicht empire, like a delicate soap bubble, proved vulnerable to the harsh winds of geopolitical change. The founding of Czechoslovakia after World War I introduced new challenges, as the family found itself in the midst of a linguistic power struggle. The shift away from German as an official language and growing resentment towards non-Slavic elements created an increasingly difficult environment for the German-speaking Schichts.

Nevertheless, the family adapted, demonstrating remarkable resilience. They continued to expand their company, even merging with the international giant Unilever. Their ventures diversified, establishing cinemas and engaging in international networks, showcasing a dynamic spirit that saw them even participating in airplane races.

However, the outbreak of World War II presented an existential threat. Situated in the Sudetenland, a region annexed by Nazi Germany, the Schicht company faced immense pressure. The family was compelled to prove its “Aryan” credentials and, disturbingly, even became involved in the production of components for V1 rockets.

The Bursting Bubble: Post-War Dispossession

The aftermath of World War II delivered a devastating blow to the Schicht dynasty. As ethnic Germans, the family fell victim to the Beneš Decrees, which led to the expulsion of Germans from Czechoslovakia and the seizure of their assets.

Markova’s documentary highlights the profound injustice of this collective guilt, revealing how the Ústí nad Labem property of Georg Schicht was confiscated despite his British citizenship and the fact that his sons had fought in the British army. The film poignantly uses excerpts from Eleonore Schicht’s diary and a written recommendation from Minister of Foreign Affairs Jan Masaryk to underscore this reality.

With Czechoslovakia soon falling under Soviet control, successful capitalists like the Schichts were deemed enemies of the state. Their factory was nationalized, becoming the state-run enterprise Setuza. Further compounding their loss, after the 1989 Velvet Revolution, while many Czechs could reclaim property seized by the state, ethnic Germans dispossessed under the Beneš Decrees were explicitly excluded from the restitution process.

A Legacy Reclaimed: From Oblivion to Public Memory

Despite the shattering of their Bohemian empire, the Schicht family demonstrated a different kind of resilience. They rebuilt their lives and fortunes, venturing into new businesses and investments in cities like London, Zurich, and even Brazil. In a remarkable turn of events, the family eventually acquired their former ancestral home in Usti nad Labem, with plans to open it to the public.

In Usti nad Labem itself, the Schicht name was never truly forgotten. The family had a strong reputation for social responsibility, investing in their community by building homes for workers and even a public swimming pool. This enduring goodwill was evident in 2006 when Johann Schicht, who directed the company after founder Georg, was voted the “most important citizen of Aussig” (the German name for Usti) in a local survey. Markova observes that Johann and his son Heinrich possessed a deep connection to the place where they built their business, a quality she notes is often absent in contemporary entrepreneurs.

Conclusion

‘Soap Bubbles’ serves as a powerful reminder that even the grandest industrial empires can, indeed, “burst like a bubble” under the weight of historical forces. However, Tatana Markova’s documentary also emphasizes that while material wealth can vanish, “something from the non-material values, such as social responsibility and philanthropy, can be passed down through generations.” The Schicht family’s decision to repurchase and open their ancestral villa to the public stands as a testament to this enduring legacy, an act of profound respect for their ancestors and a renewed connection to a history that, though once nearly forgotten, continues to resonate.