Bernd-Michael Schröder founded the outdoor specialist BMS in the Speicherstadt in 1987. Today, the company supplies the police, shipping companies and film crews. The company motto has remained the same ever since.
Sometimes Bernd-Michael Schröder has a problem with the quality of his products. "Police officers have been travelling on the Elbe in our jackets for 20 years," says the Managing Director of Hamburg-based outdoor clothing manufacturer BMS. He is therefore waiting in vain for new orders, he says and laughs. Nevertheless, his company, based in the Speicherstadt historical warehouse district, is on a growth trajectory.
"We are growing by 30 per cent every year in children's clothing," says the 69-year-old, who developed the idea for his products from his own experiences as a surfer and sailor as well as a family man. He has recently benefited in particular from the expansion of daycare centres. "The mud trousers are basic equipment for children and are compulsory in every daycare centre." The mud trousers from BMS, whose products are available in 600 shops across Germany, are becoming increasingly popular. In three years, he wants to sell 100,000 mud trousers per year. Because 700,000 children are born in Germany every year, Schröder sees great potential for growth. "Especially as 70 per cent of parents are not familiar with this type of clothing."
Schröder started his career in the textile industry as a lateral entrant. "I'm a tyre man," says Schröder. In the 1970s, the trained industrial clerk and business graduate worked as an assistant to the board at Phoenix Gummiwerke. He designed the first wide tyres for the Ford Focus together with friends. An order for life jackets brought him into contact with Helly Hansen. In principle, the production of all rubber products is the same. A mixture of raw and synthetic rubber is kneaded, rolled into sheets, placed over an aluminium mould and baked at around 200 degrees Celsius. "Helly Hansen is the inventor of the dry suit and was the first outdoor supplier," says Schröder, who joined the Norwegian company in 1979 as Managing Director for Germany. It was under his leadership that functional underwear made its breakthrough in Central Europe and the survival and dry suit was invented. "As a surfer, my back always cooled down," he explains how he came up with the idea. When his children had the same problem when playing outdoors, he designed the Buddelhose. Dungarees made of polyurethane plastic that protect against moisture and mud. Normal trousers can be worn underneath. "I see myself as a textile engineer," he says. When he thought the prices at Helly Hansen were too high, wanted to relocate production to other countries and take over the management for Central Europe, the plans were rejected by the Norwegians. They parted ways.
The right niche was found during the crisis Schröder made the transition from employee to entrepreneur. In 1987, he founded BMS, named after his initials, with 50,000 marks in equity. He has kept the company motto from back then to this day: Clothing must retain body heat and offer lasting protection against wind, rain and snow. When his sailing suit won the test against 20 competitors in the magazine "Yacht" in 1991, the breakthrough was achieved. He equipped several national sailing teams with his products. Four years later, the police also place orders with him. Fleece clothing, rucksacks and caps for law enforcement officers come from BMS. This is followed by orders from shipping companies for the crews of the cruise ships "MS Europa" and the Aida series, from the environmental protection organisation Greenpeace and from camera teams for the film "Wilde Kerle". "We produce for anyone who needs something special," says Schröder. Small series are also possible, although they are correspondingly more expensive. For next year's European Equestrian Championships in Aachen, the company is supplying the mackintoshes for the supervising staff.
At the end of the 1990s, however, the main business plunged into a crisis. The number of sailing shops in Germany had fallen by two thirds from 150 to 50. There was a lack of new blood in the sport, and the business with chartered boats in warmer climes was also growing - his clothing was no longer in demand. "It was very critical for us at times," says Schröder looking back. He looked for new niches and managed to turn things around as a supplier of protective workwear and children's fashion. The softshell sector was added later, and the company has also been producing snowsuits for three years.
Sailing equipment now only accounts for around five per cent of the company's turnover, down from almost 100 per cent in the past. What began 27 years ago with two sailing suits and three jackets now comprises a range of 500 products that are sold in more than 30 countries. Turnover is in the seven-figure range, says Schröder without being specific. He also doesn't mention the profit: "We finance everything ourselves and can make a very good living from it."
Of the seven employees, four belong to the Schröder family The biggest sales driver, with a share of ten to 15 per cent, is a coat called HafenCity Coat, which is adorned with a label featuring the Elbphilharmonie concert hall. The future Hamburg landmark is being built on Kaispeicher A - and this is where BMS had its first warehouse. In three years, around one in three euros will be generated by the coat, which was designed two years ago. It contains the company's latest addition. The Sorona fibre is based on renewable raw materials such as maize and has ensured that the boss has had to reassure many a customer. "If you stand in the sun with it, no popcorn pops," says Schröder with a grin.
He attaches great importance to sustainability. All his materials are certified by Ökotex. The seal stands for 100 per cent freedom from harmful substances. Fair working conditions in the textile industry, which is rife with scandals and abuses, are also important to him. He mainly has his products manufactured by five Chinese family businesses between Shanghai and Hong Kong. "Inspectors can come there at any time," says Schröder, convinced of the working conditions there. Every two months, he flies to Asia with his son and designated successor Mikko, 39, to check on the situation.
