Gerli presented the first Camel Active collection of sturdy boots and casual sneakers for men and women for F/W 2023/24. And Ralf Grossmann, one of the two managing directors of the company from Merzalben, is satisfied with the development since then. Last year, the company more than doubled its sales for 2023 and thus significantly exceeded its stated goal, says the entrepreneur: “Back then, we planned for 7.5 million euros in the first year and ultimately achieved almost 10 million.” He is particularly pleased about this because the market in the consumer-sporty segment is in flux. The consolidation in retail is also leaving its mark on suppliers.
According to Grossmann, Camel Active had a good start at Gerli GmbH. The managing director now wants to continue this course with his licensed brand: Grossmann is planning growth of more than 10% for 2025 and 2026 and a significant boost with almost 15% growth for 2027.
Strong German market
Camel Active is established in the ranges of well-known retailers and online providers in the high and mid-price segment, and many of the brand’s shoes are also sold via the licensor Bültel’s online shop. The brand is traditionally very well represented in Germany, but business is also going well in Belgium, the Baltic states and Greece. A total of 307 customers are supplied. There should be more of this, in Germany, but also internationally. There are contacts with well-known department stores and high-quality shoe chains. “There are discussions going on,” says Grossmann.
24% of Camel Active shoes are sold abroad, especially in Belgium, where a long-standing representative of the brand is active. Estonia follows in second place. Both countries together account for more than 84% of exports, with Belgium leading the way by a long way. The plan is to expand the market position in England, but also in the Czech Republic, Slovakia and Finland. Grossmann has Croatia, Romania and Poland in his sights as new markets. The export quota is expected to increase in the medium term. Grossmann would like a share of 40% – “or maybe even 50%”.
Middle price segment
In terms of price, Camel Active’s main price in the A/W season is between 99.95 and 129.95 euros – almost 50% of the range is in this segment. Boots with slightly higher price ranges are available here. In summer, the majority of shoes, especially sandals and many sneakers, range between 79 and 99 euros – around 70% of the collection can be classified here. The bottom line is that Camel Active, both seasons combined, is exactly in the sales price that he was aiming for, says the Gerli managing director.
