Everything the Heart Desires
Interview with Michael Weichert, Managing Director of Miweba GmbH
In the mid-2000s, minibikes triggered a real craze. The popularity of these small machines marked the beginning of a unique company foundation: In 2005, what is now Miweba GmbH appeared on the scene, evolving over the following 16 years into one of the largest importers and online retailers for these motorized small vehicles and a wide range of other products. We spoke with managing director Michael Weichert.
Wirtschaftsforum: Mr. Weichert, at Miweba, not only children's dreams come true – that can definitely be said given the things you distribute. Tell us, what does the name 'Miweba' stand for.
Michael Weichert: 'Miweba' stands for 'Michael Weichert Bamberg'. However, the company has only been named that since 2016, after we rebranded. It was founded by my father Manfred Weichert and myself in 2005 as actionbikes GmbH. Over time, 'actionbikes' had become its own brand, which is why we wanted to establish a more neutral company name with 'Miweba' under which our various brands would be run.
Wirtschaftsforum: You started off very small. Today, Miweba is very successful as an importer in online trading and one of the 50 fastest growing companies in Bavaria. How did that come about?
Michael Weichert: My father and I had already been self-employed, but each in different industries. In 2005, we reoriented ourselves and entered the import business. At the time, the so-called minibikes, small motorcycles with 49cc engines, were very popular among adults. They were our first import item. As our first warehouse, we rented a barn, then later a warehouse with 250 sqm. At that time, it was all still very manageable. Gradually, we expanded our range, first to quads, then to scooters and buggies with street registration. Eventually, e-scooters were also added. In 2008 and 2010, we built our first own halls, each with 2,800 sqm, at our location in Breitengüßbach. Most recently, we expanded our range again to include children's cars and hoverboards. Initially, we did a lot of B2B and B2C. Today, we focus almost exclusively on B2C business in Germany, but we are also still active in B2B across the EU.
Wirtschaftsforum: What products and services do you offer your customers?
Michael Weichert: Over time, we have developed several of our own brands across various product categories, now totaling twelve. These include brands like actionbikes for children's vehicles or Robway for hoverboards, along with other brands in the fields of gardening, small animal care, water sports, sports in general, home and living – for example, we distribute stoves and fireplaces. Thus, our product range is very broad. Additionally, we also provide the corresponding service: we not only distribute our products, but also advise our customers on all questions concerning our products. Internally, we have our own quality assurance. Moreover, you can find us not only online: in Breitengüßbach, we also have a physical store where our products can be thoroughly inspected and tested.
Wirtschaftsforum: The last two years have been quite tough for many sectors – during the Coronavirus pandemic, many companies saw a drop in sales. What was your experience?
Michael Weichert: Our main business is clearly online: in the entire DACH region, we not only sell through our own online shop, but also through major shipping platforms like Amazon, the Otto Group, Real/Kaufland, and even Ebay. Thus, Corona actually brought us significant growth, because customers were shopping online even more than before. So, it must be said, the outcome was – absolutely positive for us.
Wirtschaftsforum: Which of your products are particularly in demand with your customers?
Michael Weichert: Ultimately, it is always somewhat quarterly dependent – each season has its charm, and accordingly, different products sell particularly well each season. In summer, these include whirlpools, and generally all children's products like quads, children's cars, etc. In autumn and winter, heaters, stoves, and fireplaces are in demand, and during Christmas time, children's products pick up again. In spring, sports products are often popular again. Essentially, we want our products to cover every season.
Wirtschaftsforum: Where do you want to take your company in the future?
Michael Weichert: This year, we received the award 'Bayerns best 50', which recognizes the 50 most dynamic owner-managed medium-sized companies in Bavaria regarding sales growth and employee development. This is certainly a motivation to continue as we have been doing. We aim for less intense, but steady growth. We will continue to expand and strengthen our strategies and structures. It is also important: We are still a family business – we live that now and will continue to do so. There is a family atmosphere here, where our employees feel comfortable. Everyone counts. It is fun working with them; we are all together a great team!