At the beginning of November 2018, TAKKT and Schacht One launched the online shop www.büromöbelonline.de, the German counterpart to the British provider OfficefurnitureOnline (Equip4work).
How long does it take to internationalize a digital business model? In a joint project between Equip4work (TAKKT Group) and Schacht One, the British online retailer for office furniture OfficefurnitureOnline was successfully launched on the German market under the new brand “büromöbelonline” within around three months. Such a step in such a short time could only be successful through interdisciplinary and cross-divisional cooperation. In addition to TAKKT AG, the project was actively supported by colleagues from newport.TAKKT, KAISER+KRAFT Europa, Certeo Business Equipment, Haniel and external service providers. In two project phases, the team first identified a potential target country and finally decided on the German market. “This was the result of evaluating several criteria and screening competitors,” explains László Juhász, Digital Transformation Leader at Schacht One. “Especially the high purchasing power, the strong online affinity and the easy rollout to Austria and German-speaking Switzerland in a later phase proved to be strong arguments for Germany,” says Julian Nöll, Digital Project Manager at Schacht One.
Full speed ahead
The construction of the webshop www.büromöbelonline.de in phase two brought some challenges. The tasks were to stand out from the competition, find an appropriate design for the price-sensitive target group – namely small and medium-sized companies – and translate more than 800 product descriptions. In addition, first suppliers have been onboarded. Only 98 days later everything was ready for the launch! In the first few weeks, büromöbelonline already generated a decent revenue which outperformed the planning by far. The tasks now are to optimize the webshop, onboard new suppliers and prove that it scales in the way it was intended in the business plan. The makers are confident about the future: the business model for Germany is successfully validated now. An independent team for büromöbelonline will be set up and the business will be established.
All in one shop
Equip4work, based in Dumfries, Scotland, was acquired by TAKKT in January 2018 and integrated into the TAKKT EUROPE division via the newly formed newport Group. The online shop offers over 10,000 different pieces of furniture at fair prices. Customers can order everything from individual pieces of furniture to complete office equipment quickly and without shipping costs. Extensive investments in the storage of furniture and the production of own furniture in Asia make this possible. The portfolio is supplemented by services in the areas of space planning and calculation. In addition, customers benefit from a network for furnishing and construction. Equip4work is primarily a B2B dealer, but also supplies private customers.
Digital Project Manager