Kai Graf, OLYMP’s Managing Director for Sales, says: “As part of our omnichannel strategy, we don’t just want to intensify our collaboration with specialist retailers, but also further strengthen our in-house sales activities. This applies equally to online and bricks-and-mortar sales. By reorganising our business-to-consumer web shop, we’re pursuing a holistic approach in order to offer existing as well as potential target groups a consistent brand experience and optimally cover their informational and transactional needs.”  

The primary aim of the OLYMP web shop’s new design is to have a positive impact on the customer experience by appealing to customers’ emotions. The online shop’s visual focus – which is optimised for mobile devices – is on integrating inspirational elements. These can be found in particular at the key points of the customer journey – from initial contact and the purchasing process through to long-term customer loyalty. The home page and content-related landing pages impress with large-format motifs and product-relevant text and image elements. Its modern design also uses eye-catching campaign videos and high-quality product photography for shirts, jumpers, accessories and more. 

Intuitive navigation and menu prompts guide users through the various product categories, which, in combination with improved filter functions, lead to appropriate search results. The processes at check-out have also been significantly improved. The increased attractiveness and user-friendliness should result in rising page impressions and increasing purchase frequencies, as well as increasing the sales opportunities for higher-quality and/or complementary products. At the same time, the digital communication measures and electronic newsletters have also been revised. However, the new OLYMP online store is not only visually cutting-edge, but also in technical terms. Its enhanced headless architecture represents a first step towards a cloud-based set of technologies. This will allow stability and performance to be increased and future customer relationship management to be expanded to include personalised or AI-based purchase recommendations.  

OLYMP Bezner KG is the market leader for shirts in Germany. In addition, its high-quality clothing range is distributed in more than 40 countries worldwide. In the last financial year, OLYMP was able to increase its sales slightly compared to the previous year, despite the persistently difficult business environment. In 2023, it generated revenues of 229 million euros. OLYMP is primarily distributed through specialist clothing retailers. As part of its own retail strategy, which represents a sensible addition to the expansion of its brand presence, OLYMP is pursuing a prudent expansion strategy. Around a quarter of its revenue is generated through the company's own retail activities, which currently include 54 bricks-and-mortar OLYMP stores in Germany and Austria as well as the company's own online shop.