Why Warren Buffett bought Detlev Louis Motorcycle.

Описание: Detlev Louis Motorrad sells motorcycle clothing, spares parts and accessories. It was established in 1938 and was sold to Berkshire Hathaway in 2015. At the time it had sales for €270' million.

Last Berkshire Hathaway meeting I met the CEO, Joachim Grube-Nagel. I discovered that they had a store in Zurich, and so I promised to visit.

I had expected a small store format with sparse inventory and a lot of pressure to buy - either a motorcycle, or service, or high price parts.

Instead, to my surprise, the store is a "category killer," similar to Staples, but focused on motorcycling gear. There is no one trying to sell or service motorcycles or some other expensive product. You get a simple, straightforward, customer-friendly environment where it's all about the gear. The selection is vast, and you can browse freely. And I've checked a few prices and they seem quite reasonable—not over the top at all.

I was genuinely surprised by the setup; it wasn't what I expected at all. Berkshire Hathaway should be proud to own this business.

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