schuhkurier: Dr. Rassau, please describe Ara in three concise words:
Dr. Stefan Rassau: Firstly: Independent. This is also important in light of our history. We are finally independent and can work on the brand in a focused manner. Before, the company was a group with several brands and the corresponding division of attention. Now we have full attention for Ara. We have the power to shape things. Secondly: Vertical. From production to sales, we handle everything. That makes it exciting! And there are enormous opportunities to implement changes. We can create the product range so that it is right for the consumer and present the point of sale the way we imagine it. This enables us to change things quickly. Thirdly: Innovative. This is true now and will continue to be true in the future. I am currently wearing Ara shoes myself – an “easy-to-go” model that is probably appreciated by young and old. Our motion concept is also very innovative. These are topics that will carry us through the coming period.
What challenges do you and the Ara team have on the agenda?
Dr. Stefan Rassau: In terms of the team, it is a challenge to really become one. I am very convinced that culture and teamwork have a huge impact on success. That is why I am very happy that we are moving soon. This will flip a switch and we can build an Ara that we enjoy working for. A company that impresses outsiders and where we will make excellent shoes. In the current oversized premises, this team spirit is not possible. So we are going to change that.
Sascha Müller: We are not only heading in a new direction with our products, but also with our corporate culture. With the steps we have taken in recent years, new people have also joined us. Our corporate culture is still being held back a little by the fact that we are so far apart at our location. The old halls are also burdened by the events of recent years. The new premises will give a boost to our cultural change. We are looking forward to it – and so are our colleagues.
Dr. Stefan Rassau: Even from the first meetings I had at the company, I got the impression that people are keen on something new, they are keen on change, they are keen to get involved. That is worth a lot. If the mindset is there, we can make things happen. That is a very important asset. Other challenges are certainly to create a uniform image of the brand, to sharpen the brand and to present it clearly. I am convinced that this is important. If you take the market as a whole, then a company needs relevance through its brand, not just through the product. There are so many products out there, I have to put my signature on them, in all formats. Who are we doing this for, why does our customer need Ara and what do we have to do and deliver for it – these are our questions. But we are not alone in facing this challenge.
What have you noticed positively so far?
Dr. Stefan Rassau: The first encounters, the things I have seen so far, make me feel very positive. Also the trade fair appearance at Shoes with our brand ambassador Frauke Ludowig. She fits our brand sensationally and embodies the right spirit.
You have been announced as a brand man. Why does Ara need someone like you?
Dr. Stefan Rassau: I think that in the whole universe of products it is important to explain why Ara exists, so that as many people as possible can identify with it – and then also like to buy the products. The topic is incredibly important in order to create relevance. It is probably against this background that I was approached – in addition to the fact that I have a lot of sales experience and had to deal intensively with the topic of costs during my last engagement. Now it is about focusing on the business that we want to build and creating movement on the top line. This is also important for the topic of culture and team building. And then all that is left is to achieve success – and it will be really good! It is certainly a challenge, because we will be accompanied over the next one or two years by the fact that we will certainly not be able to spend money with both hands. We will have to make sure that we maintain the profitability that was achieved with a lot of blood, sweat and tears. But we want to use the momentum to focus on the market again and strengthen the top line in terms of marketing and sales.
