If the Shoe Fits: Success in the Licensing Business
Interview with David Friedrich, CSO and Moritz Hamm, CEO of Hamm Footwear GmbH
Licensing a fashion brand in the accessories sector can significantly strengthen the brand image and expand market presence. In an interview with Wirtschaftsforum, Moritz Hamm, CEO, and David Friedrich, CSO of Hamm Footwear GmbH from Osnabrück, discuss the success factors of their company in the licensing business. They provide insights into the development of high-quality products, particularly the strategic partnership with the premium fashion brand GANT.
Wirtschaftsforum: Mr. Hamm, Mr. Friedrich, how did the story of Hamm Footwear GmbH begin?
Moritz Hamm: Our family has been active in the shoe market since 1888, and I represent the 5th generation. The parent company, Wilhelm Hamm GmbH, grew significantly in the wake of the economic miracle after World War II. My father initiated the licensing business in the shoe sector in 1990, which was a novelty at the time. In 2001, we separated as an independent company from the HR Group to focus on the licensing business.
Wirtschaftsforum: What are the key moments in the development of the company?
Moritz Hamm: A crucial moment was the introduction of licenses for fashion brands, which until then was unusual in the footwear sector. We collaborated with brands like Marc O‘Polo, Tommy Hilfiger, and Strellson, and are currently focusing exclusively on GANT.
Wirtschaftsforum: How did the partnership with GANT come about?
David Friedrich: The collaboration began in 2014 and has since become a success model. Since then, we have been able to increase the revenue from initially around 6 million EUR to nearly 60 million EUR today. We have significantly expanded the women's shoe section at GANT, which has helped us strengthen the brand in this segment. The focus on quality and close cooperation with GANT are crucial for our shared success.
Wirtschaftsforum: What makes product development at Hamm Footwear distinctive?
Moritz Hamm: Our product development process is extremely collaborative. We work closely with the brands to anchor their DNA in the shoe collections. It is important to consider the expectations of the end consumers while preserving the brand identity.
David Friedrich: We have a strong network of suppliers in Europe and Asia, which allows us to develop high-quality products. Our quality management ensures that the shoes meet the highest standards before they are delivered to our distribution partners.
Wirtschaftsforum: How important is customer feedback when it comes to new collections?
Moritz Hamm: The feedback from our customers plays a crucial role in our product development and design process. We are constantly in discussion with our distribution partners and end consumers to understand their opinions and desires. This feedback helps us to adjust our collections and ensure that we meet market expectations. Additionally, we regularly conduct market research to identify trends and changes in consumer behavior. In this way, we can proactively respond to the needs of our customers and ensure that our products remain relevant and appealing.
Wirtschaftsforum: What role does digitalization play in your company?
Moritz Hamm: Digitalization is an important issue for us. We use data analysis to monitor the market and identify trends early, which helps us adjust our product strategies. At the same time, creativity remains a central part of our work. It's about finding the right balance between data-driven decisions and creative design.
Wirtschaftsforum: How do you see the future of Hamm Footwear in the highly competitive premium segment?
David Friedrich: The future looks promising. We have a solid foundation and many loyal employees who have been with the company for years. The trust we enjoy with our partners is a great advantage. We are optimistic that we can continue to grow in the future, especially in markets like China and the USA.
Moritz Hamm: We plan to expand our portfolio and acquire new licensed brands. We rely on sustainable partnerships and long-term strategies that enable us to grow together.
Wirtschaftsforum: What are the key success factors for Hamm Footwear?
Moritz Hamm: Long-term thinking and the quality of our products are crucial. We aim not just for short-term profits but to build sustainable relationships with our brand partners. The trust we have in our network of suppliers and distribution partners is also an important factor.
David Friedrich: Additionally, our commitment to quality and our understanding of the needs of end consumers are crucial. We have a strong distribution network and work closely with our partners to meet and even exceed their expectations.