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Making communication the key player of a sustainable business

With more than 90 years of proud history, hummel is still a big player in the sports world. The brand recognizes the importance of transparency and communication to be now greater than ever. Let’s understand why.

About hummel

hummel was founded in 1923 by the German Messmer family. From being German to become Danish, the footwear and sportswear brand is winning the game when it comes to old-school fashion tracksuits. Some of the designs are a hit internationally among Hollywood celebrities like Jennifer Lopez, Pink and Paris Hilton – but the success goes beyond the Hollywood lights.

Famous football teams like Real Madrid, Tottenham Hotspurs, the Danish and Afghan national teams are sponsored by hummel. In the handball world, hummel counts with the star players Mikkel Hansen, Daniel Narcisse, Paul Drux and Victor Tomás, and professional teams like Vive Tauron Kielce, Füchse Berlin and MVM Veszprém KC.

hummel is also known for doing things differently and with character. The brand is always on the lookout for new ways to leverage sports with the most commendable causes, such as supporting the associations of Afghanistan and Sierra Leone national football.

The dedication and passion for sports meet fashion to create unique designs that carry hummel’s heritage and values. The company is growing, and so are the challenges and responsibilities as a global brand. Teamwork, rapid market responsiveness, close supply chain partnerships, authentic expressive designs, and storytelling are the goals defined by the brand to create a sustainable business with personality. A personality that will be built in collaboration with Delogue.

Let’s all cheer up for the newest member in the family – hummel!

Making communication the key player of a sustainable business

Sussi Joan Rokkedahl, Product Development Coordinator at hummel, told us about the company growth and the challenges the team has to address for an efficient workflow:

“With an increasing number of employees and products, the need for transparency at the styling level is greater than ever. In order to meet customer needs, we have made changes and additions throughout the product development flow, which makes communication between colleagues and suppliers extremely important. We want to ensure that this communication is fluid and that all relevant employees have access to all communications and information.” – Sussi explains.

 

Delogue is hugely intuitive (…) we can ensure that all communication takes place in Delogue and we can spend time on the essential parts of the process rather than spending time on administrative tasks – Sussi Rokkedahl, PD Coordinator at hummel.

We couldn’t avoid asking what were the key factors that made the company look for the right tool to connect teams and suppliers. Sussi revealed that the company has been looking for a supplier portal for some years and found Delogue to be the best match:

“Delogue is hugely intuitive and it is, therefore, an easy system to work with. It is important for us as employees, but far more important, it is equally easy for our suppliers. If the portal is easy for them to work with, we can ensure that all communication takes place in Delogue and we can spend time on the essential parts of the process rather than spending time on administrative tasks.” – she concludes.

When all pieces fit together, time management and creativity are empowered. Teams and suppliers will now collaborate and communicate at all levels, internally and externally, to create better products. We can’t wait to see what’s next for hummel to become a global sustainable brand ready to change the world through sports.

Follow hummel

Website: https://hummel.net/
Facebook: https://www.facebook.com/hummel.International/
Instagram: https://www.instagram.com/hummelsport/