Lamy: breakthrough and change

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Heidelberg, January 2017
Lamy looks back on an eventful year. The “50 years of Lamy design” anniversary year not only marked a significant milestone in the company’s history but also the start of a new era. Using the slogan “not just a pen”, Lamy impressively documented its development into a global lifestyle brand. The company also has major plans for 2017 – including the launch of a new series of writing instruments designed by Jasper Morrison.

Even before the end of its anniversary year, Lamy was delighted to mark an impressive record – for the first time, the company’s annual turnover not only exceeded the 100 million euros mark, but did so by a great deal: Lamy closed 2016 with a turnover of over 110 million euros. This corresponds to a rise of more than 25% compared to the previous year.

A large proportion of this turnover growth was generated at home in Germany, which is still Lamy’s most important market. The Western European market with the highest turnover was Great Britain, while China is a major contributor to turnover on a global scale.

National and international expansion

The turnover record was a worthy close to an eventful year which started with a highlight. In February, Lamy opened its first German flagship store in Heidelberg where the company has its headquarters. The prestigious flagship store is part of the international expansion strategy for the brand which this year will see further flagship stores open in major cities such as Tokyo, Seoul, Tel Aviv and Kuala Lumpur. The brand now has more than 160 Lamy stores around the world and more are being planned.

Also in 2016, a large number of new shop-in-shops were established both in Germany and elsewhere, including exclusive addresses with global clientele such as La Rinascente store in Milan, Kaufhof Marienplatz and Oberpollinger in Munich, Hamburg’s Alstershaus, the prestigious KaDeWe luxury department store and the Galeria-Kaufhof stores on Alexanderplatz in Berlin as well as the Frankfurt Zeil shopping promenade and the Breuninger department store in Stuttgart.

Overall, Lamy recorded positive development with all its sales channels. Special focus was once again on specialist retailers’ stores, to date the most important and largest sales channel. Here, too, there have been continuous new shop installations in leading stores, recently for example at the traditional Seel store in Heilbronn, Sekretär am Schloß in Dresden, Prelle in Osnabrück, Renner in Hameln and the Stuttgart headquarters of the Wittwer book store chain. In addition, Lamy also managed to significantly expand its listings in the selective key account sector.

Development of the international brand image

Special focus was placed on enhancing the brand presentation in all markets. For this purpose, Lamy launched new presentation systems for the POS which ensure a uniform brand image and increase the brand profile. Overall in 2016, several hundred product presentation systems and six new shop-in-shops were installed. Just like Lamy writing instruments, the new presentation modules also feature very high quality standards, excellent workmanship and a clear, purist design. Glass cabinets with lights, high-quality, partially backlit acrylic product presentation systems and lots of flexible modules show the products in their best light and underline the high design quality of the LAMY brand.

Start of the “thinking tools” touring exhibition

September saw the opening of the first leg of the “thinking tools – Design as a Process. On the Creation of Writing Tools” touring exhibition initiated and sponsored by Lamy at the Museum Angewandte Kunst in Frankfurt am Main. This shows the 50-year design history of the brand which started in 1966 with the LAMY 2000, using a large number of prototypes and models from the company’s archive. The exhibition is supplemented by illustrations by renowned illustrator Christoph Niemann, whose work has become famous in the magazines The New Yorker and Zeit Magazin. The exhibition was in Frankfurt until 29 January 2017 and will soon go on an international tour, including stops in Japan and China.

“50 years of Lamy design”: anniversary party at Heidelberg Castle

The highlight of the year was the great design party to celebrate the anniversary. On 1st October, the company celebrated “50 years of Lamy design” with around 400 guests at Heidelberg Castle. Lamy staged a progressive presentation to set a visible sign for the breakthrough of the brand into a new era: a spectacular light projection on the historic facade of Heidelberg Castle established the link between traditional writing by hand and the digital age – and also documented the development of a worldwide brand with global relevance.

Expansion of the online presence

The event was accompanied with live posts around the world on Facebook and Instagram which meant that the growing fan community could also experience it on social networks. Lamy once again increased its activities in this area in 2016 and significantly expanded its social media presence around the world. The brand wants to continue to grow online in 2017 and increasingly reach its target group via the Internet. Lamy’s exclusive international online shops will also contribute to this. In 2016, the first countries, USA, Australia and Israel, went online and over the next few months they will be joined by other countries and regions, including Scandinavia, Latin America, China, Korea, Taiwan, Malaysia and Africa. This step sees Lamy making another statement on the global expansion of its brand.

From writing instrument to lifestyle accessory

For people all over the world who love writing, Lamy is no longer only synonymous with excellent design and perfect functionality. In fact, the writing instruments from the Heidelberg brand have become lifestyle products which people use to express their individuality – a point expressed by the anniversary slogan “not just a pen”. Lamy has also underlined this path by the launch of its innovative LAMY Lx, a high-quality series of fountain pens in four shiny metallic colours. High-quality details make the writing instrument a sophisticated companion and a great accessory which is both timeless and trendy.

New product for 2017: LAMY meets Jasper Morrison

Lamy will continue down this route in 2017. In addition to the special editions for the LAMY safari and LAMY AL-star series which fans look forward to with bated breath every year, spring will also see the launch of a new product: an innovative series of writing instruments created by British industrial designer, Jasper Morrison. Its progressive use of forms, contours and surfaces makes the new writing instrument a shining beacon in the “Modern Writing” segment and underlines the brand’s special design and lifestyle competence.

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