sportFACHHANDEL 08_2018

8.2018 Ortlieb | OUTDOOR | 31
display of our authorized dealers. Ortlieb continues
to stay true to its principle of 100% cooperation
with the specialised retailers; that means, in the
background, each sale is handled via the specialised
dealer selected by the end consumer.
Ortlieb focuses on selective distribution and has
fought for it for years. Why? The character of the
Ortlieb products requires special know-how of
the retailers, since they are consulting-intensive.
According to the image and reputation of the brand
Ortlieb waterproof, it is important to meet the
higher demands of the customers. This way, Ortlieb
strengthens the brand and its market position, too.
What are the advantages of selective distribution
– for you and your sales partners? This way, we
can, on the one hand, ensure the high-quality
marketing and sales of our products. I refer to
content-related aspects, but also to the brand
presentation at the POS. Further advantages are
the guarantee of excellent customer service, above
all, in the aftermarket, for example repairs and
warranty handling. Furthermore, we set great store
on a transparent and fair competitive environment
based on clear rules for the trade, combined
with the principle of company transparency and
authenticity. These principles are a major benefit
for the retailer, be cause they help to sort out the
various collaboration offers via internet with
obscure responsibilities and unclear supply chains.
What is the current stand of your legal dispute
with Amazon? The OLG (Higher Regional Court)
in Munich has to reopen the case and to decide
whether the offers of competitors were sufficiently
labelled as search results for the keyword Ortlieb.
It is also important to emphasize again that the
judgement of the BGH (Federal Supreme Court)
was not as we had expected, but not against us, as
reported afterwards. On the one hand, the BGH
verdict strengthened the brands in general, since
it made clear that competitive products have to be
labelled accordingly, as regards search results for
a certain brand. One the other hand, the case was
transferred back to the OLG in Munich to decide
whether this applies to the case of Ortlieb.
What are the next plans of Ortlieb? I have to mention
three points in this respect. At first, we continue to
work intensively in research and development and
make the corresponding investments. Secondly,
the personnel development is very challenging
for us. Due to the immediate proximity to the
urban area Nuremburg/Erlangen/Fürth and the
local companies, such as Adidas, Puma and
Schäffler, we, as small medium-sized company,
have to concentrate on the issue “attractiveness as
employer”. On the one hand, we need to win further
specialised employees for Ortlieb and, on the other
hand, we have to continue to train young employees,
to support their promotion up to executives within
the company. Furthermore, we must and want to
take into consideration the changed work and life
conditions of our team. The third of these important
steps is the rejuvenation of the brand. We have
worked on that project for years already and will
continue to do so. Our core target group has become
older together with us and therefore, we try to adjust
all segments accordingly, from the products up to
the communication. It is crucial in this context not
to lose the already existing and loyal target groups.
Thank you for the interview, Mr Siegwarth!
We do not stress
the features making
us unique. We concentrate
on the products and
their benefits for the
customers.«
Jürgen Siegwarth
WASSERDICHT MIT BIENENWACHS.
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Europa: HCM Consulting UG | Hagen Charly Marschner | Bauhofstr. 61 | D-88273 Ravensburg/Staig | Tel.: +49 (0)7502 / 911 008 | hcm-consulting@t-online.de
Deutschland: Genfoot Marketing Europe GmbH | Josef-Strobel-Straße 42/1 | 88213 Ravensburg | Tel.: +49 (0)751 769540 | E-Mail: info@kamik.de
Schweiz: Catrade AG, Industriestrasse 15 | 6233 Büron, Schweiz | Tel.: +41 (0)62 737 55 60 | E-Mail: info@catrade.ch
Österreich: LOWA Sportschuhe GmbH | Breitenaich 50 | A-4973 St.Martin i.I. | Tel.: +43 (0)7751 / 8917-0 | E-Mail: lowa@lowa.at