About the company
The The Sportswear Company GmbH & CO.KG was founded in 1993 by Gabriele Ludwig with the aim of establishing the highest quality cashmere fashion in combination with a unique functional fabric in the Europe-wide fashion premium segment. In the beginning, more than 150 pro-shops in Europe’s leading golf clubs were equipped with a high-quality jumper ? collection. At the same time, whole-sale distribution was started in the D-A-CH region and also, for example, in Japan. Over 4,000 pieces were sold in the first three years.
The ‘Highlander’ collection soon achieved nationwide significance. In 2003, the spontaneous idea of operating a pop-up ? Store in Kampen on the island of Sylt, became a permanent commitment in a prime location.
Basics webinar presented by Nils Koerber
Company sale (M&A) without risk and loss of value
The task
The sole owner, Mrs. Gabriele Ludwig, who had already been Manager of the Year in 1995, was seeking a company succession due to her age. A generation change within the family was out of the question.
Particularly for health reasons, the business has recently increasingly concentrated on the high-calibre clientele on Sylt. Sales activities beyond the island of Sylt have had to be scaled back in recent years. Nevertheless, the concept and the high quality of the goods continue to enjoy great popularity.
Since the long-term rental contract in Kampen on Sylt definitely expired on 31.12.2020 and there was no renewal option (except at significantly higher, unacceptable rental conditions), it was necessary to find a successor to awaken the once so well-known brand from its ‘Sleeping Beauty’ slumber.
The unique fashion concept needed a new start. The most renowned international fashion groups showed little interest, as they themselves are currently struggling with the rapidly changing fashion business.
It was a question of finding a successor who recognised the potential of the brand and the collection and who was willing and able to bring ‘Highlander’ back to its former glory as the ‘pearl in an oyster’ - with the corresponding competence in the areas of sales, marketing, the new social media channels and online marketing.
What the client says about the project
Ms Gabriele Ludwig::
Although I have many contacts in the international fashion business, I would not have been able to present the potential of my brand ‘Highlander’ worldwide in such a professional way.
With his decades of experience as an entrepreneur in lifestyle retail, also in the fashion industry, his patience and diplomacy, Mr. Klaus-Christian Knuffmann from KERN-Unternehmensnachfolge was always a competent contact person for me who understood the spirit and potential of my brand from day one.
It is thanks to KERN’s large international network that I have found a visionary, fashion-savvy successor in Mr Kneisel.
I was happy to entrust my baby ‘Highlander’ to Mr Knuffmann and his team, convinced that KERN would find someone who recognised the hidden treasure in my idea and collection. With Mr Kneisel from FAIRWAY Golf-Shop GmbH & Co.KG it is now in the very best hands.”About the buyer
Mr. Stefan Kneisel, a qualified banker, has been the owner of the FAIRWAY Golf-Shop GmbH & Co. KG in Pulheim near Cologne, a specialist supplier of everything to do with golf covering more than 1,500 m². The FAIRWAY Golf Shop is one of the largest stationary suppliers of golf products in Germany.
The Highlander brand is an ideal fit for his product portfolio. With the know-how of his team in the area of B-to-C business, ?Highlander? will soon be found again at the leading addresses in golf and online in spring 2021, following a planned relaunch of the brand.
