From left to right: Sebastian Schwanhäußer (Schwan-Stabilo), Christian Schneidermeier (Ortovox), Maximilian Hundhammer (Doghammer), Martin Riebel (outdoor group Schwan-Stabilo), Matthias Drexlmaier (Doghammer).
(Photo: PR)
Munich In the corona pandemic, the Schwan-Stabilo family group is benefiting greatly from its young outdoor division. While the cosmetics business in particular is weakening, backpacks and hiking trousers were in great demand in times of lockdown. Schwan-Stabilo is now expanding its outdoor business by joining Doghammer.
The Upper Bavarian start-up specializes in sustainable footwear, from hut shoes to sneakers to hiking boots. “Outdoor shoes are a year-round item and are still missing in our portfolio,” said Schwan Stabilo boss Sebastian Schwanhäußer to the Handelsblatt. That’s why they got involved in Doghammer.
In order to reduce the economic dependence on make-up and pens, the family company had long been looking for a third business pillar. In 2007 the decision was made for the outdoor segment and the backpack specialist Deuter was bought. The brands Ortovox, Maier Sports and Gonso later joined the portfolio.
Diversification pays off. In the 2020/21 financial year, Schwan-Stabilo’s outdoor business grew by almost 17 percent to 186.3 million euros. This made the segment the smallest of the three divisions. But the gap is narrowing. The stationery business grew by almost eight percent to 209.3 million euros, thanks in part to good demand for highlighters.
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For the time being, cosmetics remains the largest division. But sales have fallen by a good eleven percent to 227.3 million euros. All in all, after three years of declining sales, the group as a whole was able to grow again slightly to EUR 623.2 million.
Doghammer wants to benefit from the network
The prospects for the outdoor business are still good. “We are well on the way in the first six months of our financial year,” said Schwanhäußer, referring to the division. “People still want to get out into nature – and buy the right orientation for it, also online, regardless of whether for snow and peaks or for cycling.”
The topic of sustainability is playing an increasingly important role in the industry. According to a study by Deloitte, 87 percent of outdoor customers consider sustainability when making a purchase decision, 57 percent are also willing to pay a higher price.
The Rosenheim company is to strengthen the outdoor area at Schwan-Stabilo.
(Photo: PR)
The Doghammer founders Matthias Drexlmaier and Maximilian Hundhammer focused on the topic from the start. “We have reached a point where we need a strong partner who is not only at our side financially, but also with a good network and experience,” said Hundhammer. The small company from Rosenheim relies on natural and recycled raw materials.
The shoes and sandals are made in a factory in Portugal. Last year the company sold 12,000 pairs. With the support of the Schwan Stabilo Outdoor Group, the business is now to be rolled out more broadly. “I am sure that we will inspire each other,” said Martin Riebel, who heads the division.
Riebel knows the segment: at the beginning of his career he worked as a product manager for shoes at Adidas. The big names in the industry are now also relying heavily on sustainability.
Adidas boss Kasper Rorsted has announced that nine out of ten products will be manufactured with sustainable materials by 2025: “Our target group is young, green and geared towards sustainability.” Former Adidas brand boss Eric Liedtke, on the other hand, owns the streetwear label Unless founded, which should get by completely without plastic.
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