Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

Lesara Co-Founder & COO, Matthias Wilrich on “Pioneering agile retail” ✨

600 Aufrufe

Veröffentlicht am

When it comes to retail, Lesara moves at the speed of light. ⚡️
They’ve perfected the art of spotting trends, designing, producing, and making new inventory available in as little as 10 working days. They coined their approach "agile retail", an evolution of the fast fashion approach. The startup recently raised €35M after its revenues jumped by 175% in 2016. 

 This impressive growth machine depends greatly on robust operations. The entire value chain is vertically orchestrated, data-driven, supported by a best-in-class logistics setup, processes, systems/IT and team.

We were pleased to welcome Matthias Wilrich, COO & Co-Founder of Lesara to share with us his best practices and tools. Join us for a deep dive into the internal works of one of Europe’s fastest growing company! 

Veröffentlicht in: Kleinunternehmen & Unternehmertum
  • Als Erste(r) kommentieren

Lesara Co-Founder & COO, Matthias Wilrich on “Pioneering agile retail” ✨

  1. 1. Agile Retail @ Lesara The Family Berlin, February 2018
  2. 2. To create a more fashionable world for everyone
  3. 3. Agenda Brief Lesara Background Agile Retail? Lesara’s Performance Wrap-up
  4. 4. Agenda Brief Lesara Background Agile Retail? Lesara’s Performance Wrap-up
  5. 5. Lesara strives to be the leading agile retail pioneer, with rapid revenue growth and geographic expansion. Founders A clear growth strategy with a successful supply chain model has allowed Lesara to expand at a very fast pace. Current Investor Setup Roman Kirsch CEO & Co-Founder Matthias Wilrich COO & Co-Founder Robin Müller CTO & Co-Founder 2016 201720152014 * Extrapolated to FY 20152013* 20162014 2017 +300% CAGR Rapid revenue growth and geographic expansion
  6. 6. Since the first days of Lesara, our supply chain agility has played an important role in our development Fastest growing company – Europe (2016), Germany (2016, 2017) One of the most important elements of the success story of Lesara is our supply chain work. In 2017, Lesara has participated successfully in a number of supply chain competitions “Lesara is the logic result of a long development: Online first, high efficiency, low prices (…) and fast turnaround” “Lesara stands as the global leader in agile retail” “Lesara (…) has set up a remarkably efficient operation” “Faster and smarter than Fast Fashion” Lesara in the Media
  7. 7. Mass-Market : 50-60% (Price points €5-€40) Mid-Tier: 25-35% (Price points €40-€150) High-End: 15% (Price points >€150) Dominant Offline Players Dominant Online Players Existing players are not up to excellence due to product quality & customer satisfaction (Chinese marketplaces) or time-to- market & supply chain speed as well as product innovation (European players). There is a huge window of opportunity for apparel companies targeting the mass market segment online
  8. 8. Agenda Brief Lesara Background Agile Retail? Lesara’s Performance Wrap-up
  9. 9. ▪ Assortment: Width beats depth. ▪ Experience: Mobile beats desktop. ▪ Time to market: Fashion is not a commodity, trendiness beats price. ▪ Speed: Reduced replenishment time reduces risk. ▪ Quality: Customer satisfaction is the basis for sustainable success. Deriving some lessons learned, here’s what we thought we’d consider when founding Lesara Lessons learned from Fast Fashion Lessons learned from e-commerce Innovative, agile supply chain management is the key to unlock an entirely new retail potential!
  10. 10. Our business model was built with a fundamental belief: supply chain should be the No. 1 enabler for our business success To: Supply Chain as an enabler The supply chain of a company enables a company to sell products in a cost- and time- efficient way A different perspective has allowed us to focus on ways to always make our supply chain faster and more flexible Traditional focus Manufacture goods Order placement Distribution Customer fulfillment Planning Transit New focus From: Supply Chain as a service The products sold by a company should be moved by the supply chain in an cost- and time-efficient way
  11. 11. Since the first days of Lesara, our supply chain agility has played an important role in our development Faster time-to-market for trend merchandise t Classical Retailer Reverse-auction factory quotations Day 1 Data-driven trend & merchandise selection Day 0 Extensive research (2 to 10 weeks) Time-to-Market (12 to 18 months) Production Day 2-7 Quality check of product sample Day 3-4 In-house Photoshoot Day 4-5 Arrival in warehouse Day 8-9 Go-Live on Lesara Day 10 Sale Day 10 Fastest trend sourcing possible! Cutting the classical retailer’s trend-to-mass market time from 12-18 months to just 2-3 weeks.
  12. 12. Agility and speed keep proving that they’re fundamental Agility + Speed: main growth drivers for growth Source (without Lesara): Company data, Goldman Sachs global Investment Research.
  13. 13. Agenda Brief Lesara Background Agile Retail? Lesara’s Performance Wrap-up
  14. 14. Only a super-fast time-to-market allows a business model to shift from push to pull – and become more demand-driven Lead Time / Time-to-Market 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Pre-season Commitment (% products) Pull (test-and-repeat) Pull (test-and-repeat) Pull (feedback loop) Push 100%: 2-3 weeks 50%: 3-5 weeks, 15%: 8-12 weeks, 35%: 26 weeks 20%: 8-12 weeks, 80%: 26-39 weeks Push/Pull Approach 50%: 2-4 weeks, 50%: 8-12 weeks
  15. 15. THE FASHION FIGHT OF THE DECADE VS
  16. 16. Agile Retail – why data is the key to success Data driven trend detection Fast inclusion into assortment Smart Replenishment ▪ Forecast future demand ▪ Optimal quantities ordered at the right time ▪ Top-sellers never out of stock ▪ Strictly avoiding overstocks Karl Lagerfeld-driven approach Data-driven approach
  17. 17. Using data, testing and a strong operational backbone to improve the performance of products. Testing between indoor and outdoor, additional perspectives and focus
  18. 18. Using data, testing and a strong operational backbone to improve the performance of products. Testing between indoor and outdoor, additional perspectives and focus +5272%
  19. 19. Time-efficient replenishment reduces inventory depth, and allows to carry more variety and avoid discounting needs Styles on offer % of products sold at full price Prime store space re-merchandised 0% 20% 40% 60% 80% 100% H&M Boohoo Zara Lesara Daily Weekly Every two weeks Every two weeks0 10000 20000 30000 40000 50000 60000 At one point in time Over course of year
  20. 20. Agile Retail concepts outperform even fast fashion retailers in terms of inventory turns, classical retailers fall behind Inventory Turnover Source: company reports, data from financial research companies Classic Fast Fashion Agile RetailPlatform models 0 2 4 6 8 10 12 14 Lesara BoohooInditexH&MEsprit Gerry Weber AsosYoox Zalando VIPshop
  21. 21. Teamwork has allowed us to achieve challenging milestones with focus on speed and performance across all of our history Website Launch First Internationalization Chinese Warehouse 4 weeks Idea Finalization 5 weeks Idea Finalization 8 weeks Idea Finalization Our value is about more than just words: NO to Limits – YES to Opportunities
  22. 22. Agenda Brief Lesara Background Agile Retail? Lesara’s Performance Wrap-up
  23. 23. Erfurt Go-Live: Coming up in H2, our own distribution center We’re making fast progress in our 30,000 m² distribution center, ready from the ground up in just a few months!
  24. 24. In short: we are still confident we chose the right direction Only a super-fast time- to-market allows a business model to shift from push to pull JIS, fast replenishment reduces depth, and thus allows to carry more variety at lower risk Agile Retail concepts outperform even fast fashion retailers in terms of variety and inventory efficiency (Semi-)integrated own- or no-brand players are achieving higher gross margins Growth rates show: it is much easier to scale more fashionable direct- sourcing concepts Customer satisfaction leaders were always the winners that came out of any “retail decade” Lesara combines Western (fast) fashion experience with Eastern direct sourcing features Our supply chain enables us to sell products in a cost- and time-efficient way
  25. 25. Thank you for your interest!

×