I was in Hamburg, in Germany, the headquarters in Louis Motorrad, Europe's largest supplier of equipment for motorcycles. I had the opportunity to visit the headquarters, The offices, the giant logistics center, even the garage where they made the lyrics and even a couple of shops and the city. From sick of motorcycles and accessories which are, I already knew Louis Motorrad long time and I was curious to see "how it worked" from within, especially now that it is in effect a player in Italy: a year ago it has inaugurated the site www.louis-moto.it in Italian and dedicated to our market.
Who is Louis?
First you have to know that a real Mr. Detlev Louis really existed and was invented by that small workshop has become a thriving industry, leader in the domestic market first and that of Europe today. Of his long eighty years history, however,, I speak to you below. Now let me try to riassumerti what Louis Motorrad today.
To do that I need to rattle off a few numbers, the same that I have been “whipped in the face” soon as I arrived in Hamburg and that help us to have a clearer size of this reality:
- product catalog for over 35.000 articles
- logistics center 42.000 square meters in which are managed 7.000 shipments per day
- 80 subsidiaries in Germany and Austria all managed directly
- più di 1.600 employees between headquarters and branch offices
I think that now it is more clear what we are talking!
The story of the good old Louis
It all started in 1938, when Detlev Louis opens his workshop in Hamburg. As always in these cases to guide him is the passion for two wheels and a nose for business. Good old Detlev is one that is strong in motion and in many cities calling for his preparations, its spare parts and so he, who it is also a mechanical engineer, It has the idea to market its components. Think now in great.
Its catalog becomes ever richer way, business recover well after World War II when the bikes are used to get to work and Detlev raises the bar: in the next two decades becomes importer of the big English: AJS, BSA, Matchless. In the sixties he understands the potential of the Rising Sun and also begins to distribute the Japanese bikes: E Honda Kawasaki.
Become a reference for all of Germany. The motorcycle market grows and with it also the good Louis businessman who has another great insight: mail order. In 1984, his is the biggest store in Germany and when the 1997 many wonder what will this devilry called "internet", well ... Louis Motorrad ready the first e-commerce site! Over the next decade becomes the leader in Austria and in 2010 It is published English site.
Detlev leaves this earth in 2012 a 93 years while his catalog, expanded every year since that distant 1938 and today printed in German in a million copies, you start to historical change: in 2015 the famous investor Warren Buffet acquired the company and wisely he decides for the continuity. The opening to all European markets proceed in the next two years with the site for Belgium and the Netherlands and the 2018 even for Italy.
Louis arrived in Italy: because we care?
Famous in Germany and Austria, the red brand Louis is still relatively little known in Italy where there are no shops (at the moment…). The opening of the site for our country was not accompanied by large claims: the company prefers to allow time for the customer to know, try and gain confidence. One approach that I would share.
The strengths are large assortment catalog, l’affidabilità achieved in the management of shipping and accurate after-sales service.
I believe that the arrival in Italy of a great player like Louis is interesting for the development of online sales in our industry.
There are already a reality consolidated of varying size but, statistics in hand, we are still reluctant to buy online compared to our European friends-mittle. Do you want a general distrust, Look for the less confident with postal services, many of us still prefer to purchase in store. Be prepared to provide such an extensive catalog where small purchases can push us to break the ice, You can get used to their service as was the case with Amazon.
Should be considered, finally, a couple of extra things: shipping to Italy at a cost of 4,99 euro up to 30kg, the Customer service is 24 hours 24, the Returns are free and the right of withdrawal is valid two years! (obviously if you do not use the product ...)
Everything that happens to be Louis
In Hamburg I was able to pry a little 'everywhere. The logistics center has truly impressive dimensions (42.000 metri quadrati!) because the goods here are ready to be shipped as they are ordered by the customer, there is not “drop shipping”.
Just consider everything works with logic from large-scale distribution, so much so that they are precisely processed 7.000 shipments per day (!!) mostly concentrated in the "season" from March to October.
Everything happens internally, from marketing to production of photo and video material for the catalog, website and social networks, from service to clients with staff ready to respond in different languages since then, the same training of employees.
The various departments constantly interact and this allows, eg, the customer service representatives to be able to ask questions quickly technical department. This is the environment that I found most interesting: a team is always working in a workshop equipped to test the various products, by mounting to the operation, write up information and engage in setting up special.
Not least, also follow the formation of the “Next Generation”, a project aimed at younger apprentices company. They selected six practitioners who are entrusted to customize a motorcycle drawing by Louis catalog with a maximum budget that year was 2018 Euro.
The proprietary brands
Another task of the technical department is to develop new products. Yes, because Louis has over time created brands and several of its product lines (It speaks of over forty brands!). In the workshop, eg, It works the conception and development of accessories, while other offices and stylistic centers (Also in Italy) They are working on brands of clothing and equipment differentiated by category. The most successful are definitely Vanucci (clothing, boots and bags) and Rothewald (tooling) to which is added Nishua for high-end helmets at very competitive prices.
La novità: accessories Gazzini
In the raid in the technical department, a particular curiosity I have aroused the branded products Gazzini. It is a new line of accessories aesthetic customization characterized by design solutions and at the same time very practical, a black finish and very attractive prices.
We could say that in this line we find a hint of Italian taste for the look and German meticolistà seeking out the detailed technician who makes the difference then when the pieces are to be installed and must function properly. In Louis they have called it "passionate engineering art"I would say that the definition as well as very beautiful is appropriate because the mustard on bratwurst.
At the store Louis
Besides the headquarters of Louis – where, however, it is also present a store accessible by the public – I got to visit one of the shops in town. A true biker supermarket! Two plans for two thousand meters of exhibition space ordered and divided by areas. I turned on the room and toured, Give us one eye below.
Executives Louis did not unbalanced on opening a similar store in Italy, but it seemed possibilists. Just as success in France, Site where the opening is followed by that of the store, it could also happen here in the next two years.
The Louis stores are not franchises, but owned brand that manages them directly with their staff and this makes it even more impressive the growing number of subsidiaries that generate 75% Louis Motorrad sales, while the 25% arrive by mail order. However, the 70% orders passed by the site which is the essential tool for shops.
I obviously invite you to take a look at Louis-site bike and to email me your thoughts or questions in the comments. Meanwhile thank the staff for Louis made this very interesting visit.
#RIDEMORE
2 comments
ECELLENTE
Comments are closed.