It was in 1951 when Johan Kramp from Varsseveld in the Netherlands started selling spare parts for farm mowers. Little did he know that his small trade was to grow into a technical wholesale business with European dimensions and global ambitions.
“It was Johan Kramp who started crossing the border on his bike in the 1970s and opened the first German branch in 1977,” points out Siegfried Gößwein, Director Logistics. “He developed the strategy of gaining ground in a country before actually setting up business. Following this strategy we have started operations in a total of 22 countries in the meantime and established ten local distribution centers, ensuring that customers will receive the right spare parts wherever they are.”
The systematic development of the German market demonstrates what Kramp’s strategy is all about. “We have pursued expansion through acquisitions and the foundation of new legal entities,” says Mr. Gößwein. “The neighbouring markets of Austria and Switzerland were integrated into the DACH region and directed to the strategic headquarters in Germany when the Eastern European market was liberalized. We have been able to generate strong and sustained growth with our main organizational centers in Varsseveld for the Benelux and Strullendorf for the DACH countries.”
Now as before, the overriding aim is to make customers’ work easier and more efficient – an aim Kramp achieves through technical innovation and excellent service. The characteristic red container for example has been used since 1988 and ensures optimum product protection, easy stacking and a substantial reduction of waste.
Innight deliveries were introduced a little later and have set new standards since. “Our fast, sustainable and efficient solutions create a bond that integrates our customers into a cycle involving both supply and removal,” says Mr. Gößwein. “Our vision is to become the essential partner in our field. Whenever dealers think of spare parts, the name of Kramp should come to mind.”
Where Europe is concerned, the group is well on its way to realizing this vision. In 2013 Kramp merged with Grene Group headquartered in Skjern, Denmark, excellent business relations to the Scandinavian countries and a subsidiary in Poland that was renamed Kramp Poland in due course. At the same time, the focus is shifting from European to global.
“We are expecting to raise our annual revenues to a total of 750 million EUR,” confirms Mr. Gößwein, who has been responsible for the organization of logistics and distribution in Germany and Poland.
One of the major advantages Kramp offers its customers is its extensive product range. High stock levels and well-organized logistics ensure the ready availability of countless parts ex stock. The company’s own webshop provides easy excess to more than 700,000 items, focusing on agriculture, forestry and gardening, industrial and OEM parts, standard building machines and construction.
“We have pioneered webshop sales, and our trading partners are able to fill up their stocks via barcode and mobile devices,” emphasizes the Logistics Director. “Our new focus is e-business.”
Kramp will continue to make a direct contribution to customers’ profitability with innovative service concepts and fully comprehensive spare parts supplies. The internationally operating group has all relevant brands in its portfolio.
Dealers in the whole of Europe and beyond can depend on every single ancillary and complementary part being available from a single source. The company’s own fair, the Kramp Open in Strullendorf, provides an excellent opportunity for suppliers and clients to meet – and join a technical wholesale business that has been providing added value for 60 years.