Retailer Profile: Titus Germany

RETAILER PROFILE

TITUS SKATE SHOP, GERMANY

This family-owned company runs many of the finest skate shops in the world, we caught up with Julius Dittmann from Titus to take a read on their business ops over the past 18 months.

Give us a brief overview of Titus…

Since 1978 our mission is to inspire others through Skateboarding. Utilize it as a tool, to spread the sacred skate-message. All these amazing, shocking and charming facets – Skateboarding is so much - and it’s a philosophy for sure. It fascinates me – again and again. It is a constant movement – a constant progress. It’s the same with the people that work in our crew – many of them spent a lot of time on their board, but what’s way more important is that we all share the same mindset.

Over time we adapt and change, just like Skateboarding itself. Going with the flow. Reinvention. Development. Evolution.

In 2018 we released the first “female only” issue of a skateboard magazine (the first ever, worldwide?) – even all the ads from Vans, Independent Trucks, Bones Bearings etc were with female skateboarders. A clear statement.

A few years ago this was a revolution – now it’s a huge movement – turning into the new standard. I am thankful to be part of these steps forward. This also pushes us as the Titus crew, to reinvent the way we do things. It has always been about way more than turnover and packing parcels. Skateboarding has always been diverse – and will continue supporting diversity.

Please summarise covid’s impact on your business.

A crazy situation like this pandemic shakes everything up. It felt strange for the whole crew to close our 25 skate shops. First there is an insane pile of shit right in front of you, and all of a sudden all those chances pop up. There is so much to learn. Already in 2019 we felt an increased demand for the special things that we stand up for, as Titus and Skateboarding. Now is the time to move and prepare for the future. Right now (2021) we are redoing a big part of the Skaters Palace – the concert and skate hall we run in Muenster, Germany. It had to close anyway... so we are ripping out the old shitty concrete floor and many of the ramps - and making them new. So fresh and so clean.

Which regions have performed best for you over the past year?

Nowadays it feels like things are changing faster than ever. It’s super exciting! 2020 was so volatile; from region to region, country to country, from continent to continent - on a very fast basis. Depending on the pandemic strategies of the citizens and politicians... up down, left right, a step forward – oh no wait – a step back.

However, because of our motivated crew here at Titus we were able to stick to our strategy – in May 2020 we expanded our delivery options from Europe to Japan, Singapore and Thailand.

We regularly ask ourselves: How can we be active at so many different locations and authentically interact and integrate with the local scene.

Noticed anything interesting with consumer buying trends?

Those beautiful values in Skateboarding - that’s what many people need right now: Flexibility, independence, community, the strive to learn new stuff. This leads to increased cart values, challenges us and supports the beings around us. It’s so fascinating to witness this global movement.

TITUS

How have you been promoting and nurturing the local scene with the restrictions in place?

By feeding the soul. And what is the soul? What is the soul of a skate brand? What it the soul of Skateboarding? Every skateboarder has the same struggle... while it’s so fucking hard to describe and put into words, it’s powerful.

Skateboarding and running a skate brand have a lot in common. It needs a lot of commitment, you have your ups and downs. It’s important to learn from those fails - one more try! And to stay positive. It’s about your mindset. That’s why #keeppushingandsmile is my favourite hashtag on Instagram.

For example in our video series “lockdown diaries” we portrayed the Titus Skateboards riders. How does the pandemic affect their daily life? What does it do to their community and Skateboarding? They share how they cope with this situation. How they make the best out of it - you know... Skateboarders always find a way.... we keep pushing. Skateboarding is stronger than any restrictions – and it will watch your back. It’s made to stay.

Please list some of the positives and negative terms/things brands did for you over the past year?

We feel blessed to work with partners that share our vision. One of the priorities is supporting the DIY movement. Building new spots, setting the spark - or help expanding existing projects.

Inspire others to move forward. WOW man, just realized that I fell in love with building concrete DIY spots about 10 years ago (Thank you Pontus, Kliewer & Co !). Crazy how much we have learned during that time.

We are so glad that our partners support us even during crazy times like in 2020.

What opportunities do you see on the horizon?

Who the fuck knows? One thing is for sure: KEEP

PUSHING & SMILE