Braun Büffel Adapts Product Range for Online Sales

Braun Büffel, a renowned leather goods specialist, historically sold its wallets exclusively through traditional retail channels. The launch of its own online shop has prompted a significant evolution in its product assortment.

The turning point for Christiane Brunk, owner of Braun Büffel, occurred in 2018 during a seminar on online strategies. Following this, she invited the consultants to her company, marking the beginning of Braun Büffel's journey to establish direct-to-consumer online sales.

Brunk described herself as being in an "entrepreneurial midlife crisis" at the time. Founded in 1887, the family business had exclusively sold its leather wallets and bags through brick-and-mortar stores, primarily specialized retailers and department stores. Initially, many within the company were skeptical about the online sales potential for tactile products like bags. However, Brunk recognized the long-term unsustainability of relying solely on traditional retail.

The launch of their own online shop in 2020 proved to be a lifeline for Braun Büffel during the COVID-19 pandemic. Today, digital sales account for 40% of the company's revenue, with a remarkable 30% growth in online sales last year. Brunk stated, "We are now more independent of external developments," citing crises faced by retail partners like the department store chain Galeria as an example. She anticipates online sales will reach 70% within a few years.

Braun Büffel is one of the few remaining companies that still produces some of its goods in German leather workshops. The development of a second sales pillar has been instrumental, not just in terms of revenue. Brunk explained that traditional retail acted as a "filter," limiting direct contact with end customers. "Today, we receive valuable insights about our customers through the online shop."

These insights have directly influenced the product range. While the brand was once primarily known for durable wallets, Braun Büffel is now focusing more on the business segment, introducing travel bags, laptop sleeves, and backpacks. These new products, some of which are exclusively available on the company's own online shop, target a digitally-minded, urban demographic.

By incorporating materials like nylon alongside leather in its new offerings, the company is also addressing a threat to its core business. Wallets still constitute 60% of Braun Büffel's revenue. However, the decreasing use of cash in favor of card and smartphone payments suggests a future decline in wallet sales. Brunk expressed the brand's ambition to "appear in areas where we are not currently recognized." An example of this is their collaboration with the e-sports team SK Gaming last autumn to develop a specialized backpack for gamers.

Company

The story of Braun Büffel began in 1887 when Johann Braun established a saddlery business in Kirn, Germany. His son Alois and grandson Hans-Werner Braun expanded the company. Today, Christiane Brunk leads the firm in the fourth generation, with a partner from Singapore as a co-owner. Braun Büffel's recent annual turnover was €10 million.