Press Release - 2021/01/20
Bright prospects for STORCK Bicycle: significant growth in difficult market environment
Picture: One highlight of the year was the opening of the new STORCK e-mobility centre in Wertheim
• The early transformation of the business model proves its worth in the anniversary year.
• Thanks to the consequent focus on direct sales, online sales have grown by more than 300%.
• Despite the effects of the Corona pandemic, STORCK increased its headcount strongly.
• The focus for 2021 is particularly on e-mobility in addition to the sporty core segment.
Shortly after the turn of the year, premium bicycle manufacturer STORCK Bicycle provides some insights into its 2020 financial year. Despite the challenges posed by the Corona pandemic, the two general managers Dr. Todor Lohwasser and Markus STORCK look back with satisfaction on the development of the past business year.
Exploding freight costs, interrupted supply chains and fiercely contested bicycle components at increased procurement costs: the developments in the bicycle industry are not only presenting STORCK with enormous challenges. The fact that in every crisis there is also an opportunity is proven by the responsible persons of the Hessian family business with regard to future strategies. By acting early and responsibly, new strengths were discovered in the company and the course for the coming years was set.
After founder Markus Storck switched the sales strategy to direct-to-consumer sales two years ago, the success of this change is becoming increasingly apparent. Compared to the previous fiscal year, sales via the online store have increased by more than 300%. Growth of
around 200% was also achieved in the company's own flagship stores. The number of visitors to the online store also almost tripled. The first weeks of the first half of January 2021 already show that the growth will continue. Also in online marketing, the measures used show further success. In particular, the total reach in social media experienced a significant increase, via Facebook by 180%, via Instagram even by 250%.
"Although the effects of the Corona pandemic have affected the entire industry, we are in an excellent position for 2021 and expect the current growth curve to continue," says Dr. Todor Lohwasser confidently. "Only through the tremendous commitment of the entire team, which is permanently working at full speed, we are able to manage the growth and further transformation," he continues. The new shareholder Stefan Lohwasser, who joined the company in the second half of 2020, is highly satisfied: "It is evident that the STORCK brand has a unique appeal, which is also reflected in the sales figures. Within one year, we have almost doubled our number of employees." This development will be further expanded, and the goals for 2021 have already been set.
Founder Markus Storck is once again particularly proud of his "right nose": there are now more and more road bike beginners who discover the advantages of carbon for themselves: "The superiority of carbon inspires beginners as well as ambitious riders, as the material perfectly combines riding safety and comfort”, explains Storck. His fastest road bike, the Aerfast3, was also very well received internationally last year. In addition, gravel bikes in particular are in extreme demand in Germany, as evidenced by the 2020 bestseller, the STORCK Grix. "In the last two years, there has also been a massive increase in interest in the area of e-mobility, with e-bike sales now accounting for around a quarter of the total order volume," adds Storck.
The direction for 2021 is clear: In addition to the sporty core segment, the focus will continue to be on the e-bike segment, especially e-fully and urban. The new general manager duo harmonizes excellently, and the ideas pipeline is full to bursting, so that a number of new launches and surprises are on the agenda for 2021.
Press Contact: Annika Strölin Marketing +49 6126 9536 133 a.stroelin@storck-bicycle.de Storck Bicycle GmbH; Rudolfstrasse 1, D-65510 Idstein presse@storck-bicycle.de |