VAUDE success concept

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VAUDE continues to be successful with its franchise concept.

Birgit Bohnert, Managing Director of Vaude Franchise GmbH, looks back on an exciting time. “With a lot of professionalism and team spirit, the processes were optimised further and further – partly with the involvement of the already existing franchise partners – and thus the course was set for sustainable and steady growth in the Vaude franchise sector.” There are now a total of twenty stores in Germany alone – and Vaude is also successfully expanding abroad with the concept.

How it all started

The success story of the Vaude franchise concept began in 2008. The ever clearer brand management and the increasingly wide range of products led to considerations in the direction of mono-label stores.

For Vaude, a reliable partnership with the retail trade is a fundamental value in the corporate culture. It was therefore quickly decided that mono-label stores could only be implemented as a franchise concept in cooperation with retail partners. The Reischmann company, a long-standing Vaude customer and a friendly entrepreneurial family from the region, was the ideal partner.

A joint venture agreement was concluded and Vaude Franchise GmbH was founded. Three stores opened shortly after one another, two of them in Ravensburg and Kempten by the Reischmann company itself, which was thus able to slip into the dual role of franchisor/franchisee.

“Working with a company that lives its vision as consistently as Vaude is an enrichment for our business world. Vaude and Reischmann feel like more than partners, perhaps the word “companions” sums it up quite well, fitting for the outdoor world in which we move. We have been walking a long way together for many years, not just side by side, but together, and we look forward to further stages in the franchise family,” says Thomas Reischmann, Managing Director of Reischmann GmbH+Co KgaA.

A partnership-based concept

The franchise concept is partnership in the very best sense. The concept – a consignment model  where Vaude bears the entire merchandise risk – is impressive proof of this attitude.  Each of the partners contributes what they do best. Vaude provides the merchandise, shopfitting, marketing and window concepts.

The retailer chooses the best possible shop at its location, takes care of motivated and professional staff who share the Vaude values and initiates – supported by Vaude-local marketing activities.

After only a short time, both sides can enjoy stable sales growth and solid earnings.

Future success

The sustainable bike and outdoor outfitter will continue to grow with its successful concept. This further development is conceivable together with existing franchise partners at additional locations, but of course also in new partnerships with long-standing retail partners from one of the three market areas (outdoor, bike, packs n’ bags).

At strategically important locations where no retail partner can be found, cooperation with specialist retailers from the fashion sector is also conceivable. In Kaiserslautern, for example, this new approach has been successfully pursued for more than a year together with a fashion professional.

That’s what franchise partners say:

Jacob Andreas, Franchise Partner in Berlin, Managing Director of Aussteiger in Berlin: “All in all, the fact that there are now already 20 stores in Germany only proves Vaude right: the model is sophisticated, is developing and is a win-win situation for all sides. The concept fits our environment and our customers.”

Thomas Reischmann, Managing Director Reischmann GmbH+Co KgaA (co-partner of Vaude Franchise GmbH and franchise partner from the very beginning at now three locations in Ravensburg, Kempten and Ulm). “Vaude’s convincing franchise concept, in combination with the innovative products, is a guarantee for far above-average earnings.”

Andreas Joos, franchise partner in Constance, managing director of Zweirad Joos in
Radolfzell: “We enjoy working professionally, with great passion for sustainability and always on an equal footing with Vaude.”

Eva and Kalli Marx, franchise partners in Kaiserslautern, operators of various stores of the Bestseller Group: “It wasn’t easy during the lockdown period, but at no time did we regret
regretted opening our beautiful Vaude store in Kaiserslautern. Functioning business, climate protection and sustainability can work together, Vaude proves that.”

Bastian Wurm-Trageiser, Franchise Partner in Nuremberg, Managing Director of travel & trek in Nuremberg: “We have been active in the classic outdoor sports retail business for years and have found the perfect extension to our existing business with the Vaude Store. We bring professional know-how and regional awareness, Vaude as a partner supports us with a lot of commitment and professional handling.”

Jörg Sutter, Franchise Partner in Tuttlingen, Kohler-Gehring Lederwaren in Tuttlingen: “We are proud to be part of the Vaude family. The concept of the brand has convinced us from the very beginning and we are fully behind it. We are thrilled by the trusting and open cooperation

Photos: Vaude Store in Ulm. Photos. Vaude