A Strong Future: Lamy Continues On Successful Course

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Heidelberg, April 2015
At Lamy all signs are pointing to continued growth: In 2014, the writing instrument manufacturers from Heidelberg were able to strengthen and expand their market leadership – both nationally as well as internationally. The new year was also off to a good start: Lamy is planning extensive investments and will strengthen their position in the Premium Writing segment. In addition, the preparations for a big anniversary celebration are already underway – in 2016 the company will be celebrating "50 years of Lamy design".

2014 was another extremely successful year for Lamy. The Heidelberg company increased its sales by about 11 percent to a total of 72 million euros. Increased international expansion of retail trade was a significant growth driver in this case, in particular through the expansion of Lamy Stores: the company presently operates more than 130 own locations with local partners which exclusively carry Lamy products – particularly in Asia. A highlight last year was the opening of a new Lamy flagship store at the IFC shopping mall in Shanghai – with a representative premium sales area of 50 square meters.

In order to strengthen exports, Lamy also relied on the installation of shop-in-shop systems in book, design product and stationery stores. The company already operates more than 250 of these marketing systems all over the world. These measures enabled the company to not only underline the lifestyle factor of its writing instruments but also to further strengthen Lamy’s status as a world brand. One contributing aspect was Lamy’s increased presence at international trade exhibitions, for example the Paperworld in Dubai.

Lamy still strongly relies on close partnerships with authorized dealers. Competent consultation as well as personal customer dialog are of great importance in the stationery industry. Lamy ensures this through its own training and seminars for authorized dealers: Using the most modern teaching methods, Lamy provides valuable sales basics as well as sound knowledge about the Lamy portfolio. Thus the company is actively strengthening the consultation expertise of the authorized dealers and contributes to a continuously high level of service.
Lamy wants to follow up on the positive developments of the last year in 2015. Once again, a double-digit growth in earnings was targeted for the end of the year – the sales objectives were already surpassed in the first quarter. New recruiting and extensive investments in manufacturing and logistics enabled Lamy to create ideal conditions to reach these self-imposed objectives. Special focus is put on the “Premium Writing” market segment: The company will establish an even stronger position in the field of high-quality writing with the introduction of a product innovation in September that will feature four writing systems in three extraordinary finishes, two new high-quality finishes of the extremely popular LAMY dialog 3 as well as special editions of the successful LAMY studio and LAMY scala series.

At the same time, Lamy is also already preparing for the "50 Years of Lamy Design" anniversary in 2016. 1966 marked a special milestone in the company history: this was the year that the ground-breaking LAMY 2000 pen was introduced to the market. Created by designer Gerd A. Müller, its iconic design established the unmistakable Lamy form and is still today among Lamy’s best-selling classics. Its long-standing cult status was recently tested and proven in November 2013 during the (RED) charity auction in New York, where a LAMY 2000 Set individualized by Apple’s lead designer Sir Jonathan and design pioneer Marc Newson was auctioned off for 25,000 US$. In preparation of the Lamy Design’s 50th anniversary, a whole series of activities are being planned this year – covering the point of sale, marketing and communication. The main message: Lamy is not only a brand rich in tradition, it is also an international brand with future and vision.

C. Josef Lamy GmbH
D-69111 Heidelberg
Germany

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About Lamy
The LAMY brand stands for high-quality designer writing instruments defined by their timeless modern aesthetics and perfect functionality. Its success story began over 50 years ago with the LAMY 2000: in 1966, the model established the clear and unmistakeable design which still defines the style of all the brand’s products today – the Lamy design. As an independent family business, Lamy has been associated with Heidelberg since it was first founded in 1930 and therefore guarantees consistent high quality, “Made in Germany”. With an annual production of over 8 million writing instruments and turnover of more than 110 million euros in 2016, Lamy today is not only the market leader in Germany but has developed to become an internationally sought-after brand. The company continues to set trends, not just through its annual special editions and has inspired writing enthusiasts around the world with its innovative colours and surface finishes. In this way, Lamy continues to reinvent itself and proves that a writing instrument is more than just an everyday object: it is a genuine lifestyle accessory which expresses the pleasures of writing by hand and highlights the individuality of the owner.

Press contact: Myriam Bohr – Phone: +49 6221-843 102 – myriam.bohr@lamy.de