About Askari

About Askari
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Philosophy
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History
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Our Belief
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Our Brands
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Our Service

What began in 1990, with a range of 2,000 different articles, developed continually over a period of time to offer a complete range for anglers, hunters and nature lovers. With over 40,000 different articles from a vast assortment of items such as rods, bags, technology, clothing and footwear Askari has placed itself at the forefront as Europe’s leading mail order company for sport fishing.

Apart from the main market in Germany, Askari is constantly expanding in the European market. In addition to Austria and Switzerland, the markets in Britain, Italy, Luxembourg, Belgium and the Netherlands are targeted, there are even Askari customers in Poland and other Eastern European countries.

For many years, Askari has been working on a comprehensive range, with an excellent price-performance ratio. In addition to its extensive know-how in the fishing and hunting sports, developments and trends in all markets are constantly being watched, and requests from customers inspire Askari’s product development. Through this, 10 brands of our own have been developed which are successfully established in the market and convince around 1 million customers every day. In addition to market leadership in Germany, Askari is happy to have a level of over 98% customer awareness. Even in other German speaking countries, this awareness is rising constantly.

The end of 2008 saw the first mailing with an assortment targeted at the established group of hunters. The new hunting range of named and own brand products is presented to the hunter through the brochure: Askari Hunting - Fishing - Outdoor, consistently across all media, and booked a successful start with good prospects for the future.

In addition to the traditional core business, mail order, Askari fares very well in shop sales and because of this, there are now 6 locations in Germany where Askari customers can buy goods. With a floor space of up to 1.500 m², you can rummage to your hearts content in shops at Luedinghausen (headquarters), Hamburg, Hannover, Duisburg, Langenfeld (between Dusseldorf and Cologne) and in Eschwege.

But on the internet Askari is also expanding, at the end of 2009 a new home page with a new shop went successfully online. The new shop system offers customers simple, modern and fast online shopping. Every day, around 10,000 visitors use this online presence, with a rising tendency.

The family business is operated traditionally. The approximately 180 employees in various departments such as logistics, import and sales with some of them having been faithful to the company since founding appreciate the personal guidance of manager Paul Brueggemann and his daughter, Heike Wagner.

Because of the steady growth and the increased space requirement in 2005, a state of the art logistics centre in Luedinghausen was built. With an area of 10,000 m², a 12 m high storage warehouse with space for 7,000 pallets and a fully automated order-picking warehouse with 40,000 locations can now send up to 2,500 packages to customers on a daily basis.

In addition to the logistics, the call centre has also found its place here. With 25 telephone places, Askari can offer advice and give practical information for up to 2,000 customers daily.

1990

The qualified businessman Paul Bruggemann lays the foundation stone for the Askari Sport GmbH and starts the business with 5 employees. The first catalogue with 72 pages is printed in an edition of 80,000 copies and posted.

1993

The first shop is opened in Luedinghausen with approximately 100 m² floor-space. The number of employees rises to 15, the main catalogue has a circulation of 180,000 units.

1995

The Luedinghausen shop moves and now has a total area of approximately 500 m² floor-space.

1998

The first own-branded Perca is developed. It is successfully established with the anglers.

A second shop opened in Duisburg.

1999

Askari records steady growth, meanwhile, over 50 staff ensure a smooth operation and serve 500,000 customers.

The third shop opened in Eschwege. Here the customer can test the current range on 1,000 m² floor-space.

2000

The Askari shop in Luedinghausen increases in size to 1,500 m² floor-space.

2001

Askari goes online. The internet shop is opened.

2005

Due to the strong expansion in 2005, an ultramodern logistics centre with over 10,000 m² floor-space is built. Situated here is a 12 m high storage warehouse with space for 7,000 pallets, a fully automated order-picking warehouse with 40,000 locations and modern electronic scanning, a returns department, goods-in facility and the in house call centre. Now over 100 employees serve over 850,000 customers.

2007

Opening of shop in Langenfeld (Dusseldorf / Cologne). On approximatly 1,500 m² floor-space and along with the normal selection a range of special offers and end of line stock are offered at a discount of up to 50%.

The fourth major shop in Hannover opened its doors. A huge shopping paradise on 1000 m² floor-space.

2008

A new shop for the hunting sport is opened. The first print brochure proves so successful that a 100 page catalogue is already planned for 2009.

Askari customers increases to over 1,000,000.

2009

Early 2009 the stores in Luedinghausen and Hanover, will have a "hunting shop" incorporated and in March already the hunting catalogue is published with great success.

With a view to the future, a completely new, cutting-edge online shop goes live. With the ultimate goal: customer satisfaction and the convenience of online shopping.

2010

The shop Eschwege opens its “hunting shop”.

The sixth shop opens in Hamburg.

„We need to above everything else, move with the times.“ Paul Brueggemann.

Not only by good, self-developed articles, and a good price but also through conviction, that’s how Askari steadily develops, looking for trends and comparing ourselves with others, its possible for Askari to offer its customers only the best.

Customer service is as important to us as service to our staff, because only content employees can provide customers with the best. And that is why Askari is proud of contented employees,who are happy to express that for the company and go that bit further. Only then can Askari grow and inspire anglers, hunters, nature lovers and outdoor friends.

Social Commitment

The Royal Fishing Club was launched to unlock the wonderful world of angling: Firstly, for successful people who want to go fishing to experience a balance to everyday life, this also includes several prominent members of sport, media and business. Secondly, the Royal Fishing Club aids disadvantaged young people, which due to disasters, poverty or illness are unable to learn and take on the sport of fishing or exercise. By joining forces, they will have the support, to give them hope and a perspective in life.

Askari supports the Royal Fishing Club (NPO)

This charity founded in 1998, supports children, adolescents and their families from North Rhine-Westphalia, who find themselves in material, financial or emotional distress. Bright Future is jointly sponsored by the 45 local radio stations in North Rhine-Westphalia, the radio program NRW, the charity organizations of the five dioceses in the country and the welfare and social workers of the Rheinland-Westfalen-Lippe.

Angelika Ruettgers wife of the Prime Minister of North Rhine-Westphalia is patron of the charity. Each case is viewed directly by members of the welfare and social workers, charity or other voluntary organization for approval and then handed over to the Bright Future donations advisory board for decision.

Employees of local charities ensure that the funds are used solely for the purpose requested. The charity Bright Future was awarded with the seal of approval by the German Central Institute for donations and social issues.

Often quiet and unnoticed poverty, illness, loneliness and destitution are in our midst. Particularly affected are the vulnerable in our society, people who rarely find a lobby for their concerns. Children especially suffer from sad life events that hurt them and their families. They need a sympathetic ear and a helping hand, they are our future and deserve all the solidarity and help that can be provided. The charity “Bright Future” takes on a responsibility in society, it wants to provide a lobby and a voice and give practical help to children and there families in our county of North Rhine-Westphalia, non bureaucratic, quick and effective.

The charity Bright Future has been rewarded with the seal of approval by the German Central Institute for donations and social issues. The charity Bright Future is highly recommended particularly because the total expenditures are less than 10% of the donation received.

Askari supports the charity Bright Future.