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EBE 2019 - Enabling e-commerce mass customization business models

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Christian Möhring
CEO & Founder helmade

-The proof that customization is not a trend
- Barriers to overcome when building such a E-commerce business
- Key to success: Taking out the complexity through-out the process
- Insights on our strategic approach to revolutionize the helmet industry with helmade
- Insights and examples of mass customization business models in my professional career

Christian Möhring is the CEO and founder of helmade.com, the answer to a profitable and scalable mass customization business model for the helmet industry. Before staring his own business Christian was Head of Digital at IKEA Germany, the Swedish life at home expert and world’s largest multichannel retailer for home furnishing products. Before IKEA he had the opportunity to work for the US Sports Brand NIKE, in Germany and on a European level, where he was responsible for Digital Brand and Commerce including Nike’s mass customization business NIKEiD. Christian has started his professional career with building up a B2B and B2C Ecommerce business from scratch for the German glassware brand LEONARDO.

Published in: Marketing
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EBE 2019 - Enabling e-commerce mass customization business models

  1. 1. © 2019 helmade GmbHhelmade @ E-commerce Berlin Expo | Feb 19 2
  2. 2. HELMADE Enabling mass customization ▪ WHO WE ARE? ▪ THE MARKET OPPORTUNITY ▪ INSIGHTS NIKEiD & KALLAX ▪ THE HELMADE CONCEPT ▪ OUR WAY FORWARD 3helmade @ Ecommerce Berlin Expo | Feb 19 © 2019 helmade GmbH
  3. 3. helmade is founded by fast living minds with true passion for design and individuality. We are here to revolutionize the idea of buying helmets. WHO WE ARE? A TRUE MASS CUSTOMIZATION BUSINESS © 2019 helmade GmbHhelmade @ Ecommerce Berlin Expo | Feb 19 4
  4. 4. The No. 1 destination for individual helmet designs globally by 2020. WHO WE ARE? VISION Creating desire & demand for customized helmets by inspiring the many all-day racers*. * If you are a fast-living mind, you are an all-day racer. Definition of fast-living: A lifestyle characterized by excitement, extravagance and risk-taking. © 2019 helmade GmbHhelmade @ Ecommerce Berlin Expo | Feb 19 5
  5. 5. UNSERE IDEE Look & Feel 6 CRAZY PLAYFUL INSPIRING EXPRESSIVE STYLISH DESIGN COLOURFUL BOLD
 NEW HUNGRY FOR SUCCESS INNOVATIVE HANDMADE QUALITY 6
  6. 6. WHO WE ARE? WORLD‘S ONLY HELMET CUSTOMIZATION EXPERIENCE ▪ In January 2016 we’ve brought to life the answer to a mass customization business model for the helmet industry with launching helmade.com 
 ▪ Core consumer experience is a web-based 3D configurator to customize your very own helmet from various categories as scooter, motorcycle or motorsports, other helmet categories as bicycle, snow etc. will follow soon
 ▪ Today major helmet brands are our product partners and we’re gaining more and more visibility within and beyond the helmet industry ▪ We are here to revolutionize the helmet industry © 2019 helmade GmbHhelmade @ Ecommerce Berlin Expo | Feb 19 7
  7. 7. WHO WE ARE? DIGITAL TECHNOLOGY & INNOVATION DRIVEN ▪ We’ve put a stamp on the world of product configurators and web-based 3D customization experiences utilizing the latest WebGL technology and truly moved the boundaries on what is highly performant on all devices (fully responsive) ▪ Digital technology & innovation will be a key enabler for creating the future of helmade (f.e. helmade.com enhancements, digital printing solutions, digital fitting service, digitally enabled products) © 2019 helmade GmbHhelmade @ Ecommerce Berlin Expo | Feb 19 8
  8. 8. WHO WE ARE? STRONG DIGITAL EXPERTISE & TRUSTED NETWORK ▪ Digital by heart - leveraging our own resources, experiences & competencies ▪ Our digital execution partners - trusted agencies for years and many shared experiences, design & development Latest helmade.com Award Moments: 2016: Nomination for Awwwards Best Website of the Year 2016: Nomination for the Webby Awards (Category: Best Ecommerce Website of the Year) 2017: Gold Winner Annual Multimedia Award (Category: Shop) 2018: German Design Award Winner 
 2018: Website of the Year Hessen © 2019 helmade GmbHhelmade @ Ecommerce Berlin Expo | Feb 19 9
  9. 9. WHO WE ARE? FIRST PR ECHO Die Erkenntnis „A white helmet is a missed opportunity“ stand 2015 am Anfang der Gründung von helmade. Die Firmengrün- der Sabrina Möhring, Christian Möhring und Robin Metz eint nicht nur die Begeisterung für Design und Individualität, sondern sie sind auch Racer aus Leidenschaft. „Ob Motocross oder Karting, egal welches Fahrzeug oder welcher Motor, wir glauben, ‚Racing is life‘ und kann eine Inspiration in vielerlei Hinsicht sein“, erläutert Gründungsinitiator Christian MöhringdiePassiondesjungenFamilienunternehmens für den Motorsport. Hinter helmade steht Sabrina Möhring als Geschäftsfüh- rerin des innovativen Frankfurter Start Ups. Sie zeichnet ein großes Gespür für Trends aus. Zuletzt konnte sie diese Fähigkeiten im visuellen Marketing im Premium- Segment der Fashion-Industrie einsetzen. Beraten und unterstützt wird sie durch Robin Metz, der über einen breiten gestalterischen und digitalen Background verfügt, und Christian Möhring, der als Berater seine langjährigen Erfahrungen im den Bereich E-Commerce bei namhaften Marken – insbesondere Mass Customization, Digital Mar- keting und Brand Management – in helmade einbringt. So arbeitete Möhring unter anderem auch für den ame- rikanische Sportartikelhersteller Nike, wo er für Deutsch- land und Europa den digitalen Bereich verantwortete und maßgeblich mitgestaltete. Darunter auch der Premi- um Online Customization Service NIKEiD. Dabei ist ihre Geschäftsidee so einfach wie genial. Sabri- na Möhring: „Wir haben es uns zum Ziel gesetzt, den Weg, einen neuen Helm zu kaufen, zu revolutionieren. Wir bieten ein einzigartiges, individuelles und handgefertig- tes Produkt, das von den Kunden selbst designt wird. Mit helmade haben wir die Vision, die weltweit erste Adres- se für individuelle Helmdesigns zu werden“. Auf www. helmade.com wollen die Gründer individuelles Helmde- sign im Motorsport und in jedem anderen Bereich, im dem ein Helm schützt, für möglichst viele Menschen zugänglich machen. Hierzu hat helmade zusammen mit der Digitalagentur Demodern ein weltweit einzigartiges Online Helmdesign-Tool entwickelt. Die webbasierte Anwendung ermöglicht es, den gewünschten Helm in 3D-Ansicht zu betrachten, individuell zu gestalten und anschließend direkt online zu bestellen. helmade bietet dabei hochwertige Helme als Basis für die Lackierung. Es besteht aber auch die Option, den eigenen Helm einzuschicken. Der umfangreiche Konfi- gurator bietet die Möglichkeit, zwischen zahlreichen Designlinien und Farben so- wie speziellen Effekten zu wählen. Zudem kann der Helm mit eigener Signatur und variablem Zubehör ganz nach den eigenen Vorstellungen gestaltet werden. helmade steht für individuelles Helmde- sign und echte Leidenschaft für ‚handma- dequality’.FürSabrinaMöhringbesonders wichtig hervorzuheben: „Qualität steht bei uns absolut an erster Stelle. Deshalb unterscheiden sich unsere Helme insbe- sondere durch den handwerklichen und aufwändigen Produktionsprozess. Jeder Helmvonhelmadeisthandgefertigt.“Trotz dieses komplexen Designprozesses beträgt die Lieferzeit bei helmade nur drei Wo- chen. Einen Helm individuell zu lackieren er- fordert ein qualitativ hochwertiges Pro- dukt und einzigartige handwerkliche Fähigkeiten. „Wir sind stolz darauf, einen der besten Helm-Designer im Motorsport am Start zu haben: Paul Seliger von Five Star Designs. Paul und sein Team verfügen über große Erfahrung mit individuellen Helmdesigns für professionelle Motor- sport-Athleten aus unterschiedlichsten Rennserien auf der ganzen Welt. Five Star DesignshatsichindenletztenJahreneinen Namen in der Kart-Szene gemacht und ist bekannt für seine expressive und frische Designarbeit“, so Möhring. Für die Saison 2016 hat helmade mit Paul Seliger eine eigene 5Star Motorsport-Designkollektion entwickelt. Vom helmade x 5Star Classic, einem klassischen Design als Einstieg in XX 05 | 2016 HELMADE ANZEIGE 05 | 2016 XX Auf www.helmade.com kann jeder sein Helmde- sign selbst entwerfenw. ke Arai seit fast 100 Jahren. Echte Hand- werkskunst kombiniert mit innovativen Technologien zeichnen den japanischen Hersteller aus. Mehrere Weltmeistertitel in allen Motorsport-Serien sowie eine ein- zigartige Produktpalette von hoher Qua- lität machen Arai zu einem idealen Pro- dukt-Supplier von helmade. Dass ihre Idee weit über den Motorsport hinaus erfolgreich sein wird, davon sind die Macher von helmade überzeugt, so Metz: „Unabhängig davon, ob du ein Bike, Scoot, Mod oder Café Racer, ein Rennauto oder Kart fährst, Ski, Snowboarden oder BMX deine Passion ist, helmade steht für individuelles Helmdesign jeglicher Art. Überall wo ein Helm dich schützt, gibt es eine Gelegenheit, sich von der Menge ab- zuheben und zum Ausdruck zu bringen, wer du bist.“ Und Möhring fügt hinzu: „Die Zukunft von helmade wird bunt, im wahr- sten Sinne.“ Alle Informationen zu helmade gibt es im Web auf www.helmade.com, telefonisch unter 069 / 95 01 43 77 oder per E-Mail unter service@helmade.com. ¥ die Welt des Helmdesigns, bis zum helma- de x 5Star Formula, einem komplexen, mutigen Design, welches Millionen von Individualisierungsmöglichkeiten bietet. In der Zukunft möchte helmade mit wei- teren Designern aus aller Welt zusammen- arbeiten. FürdieHelmeimMotorsport-Bereichgreift helmade auf Produkte von Arai Helmets LTDzurück,einemderweltweitführenden Helmherstellern. Motorradfahrer, profes- sionelle Motorsport-Athleten, Kart- und Automobilsportler vertrauen auf die Mar- Wenn Begeisterung für Design und Individualität mitderLeidenschaftfürMotorsportzusammentrifft, mussAußergewöhnlichesentstehen.DasFrankfur- ter Start-Up-Unternehmen helmade hat ein völlig neues Konzept entwickelt, um den eigenen Helm online in 3D zu designen.Text & Fotos Ulrich Thamerus KARTSPORT | VORGESTELLT DIE REVOLUTION BEIM HELMDESIGN Der umfangreiche Konfigurator (oben) auf www.helmade.com bietet unzählige Design-Möglichkeit bevor der Helm in die Produktion geht (unten). 10
  10. 10. Christian Möhring CEO ▪ IT & economics background ▪ 18 years of experience in eCommerce & Digital Marketing ▪ Work experience: LEONARDO (8 years), NIKE (7 years, with 3 years at EHQ NL) & IKEA (4 years) ▪ At NIKE also responsible for strategic development of NIKEiD ▪ AT HELMADE focussed on Brand Management, Controlling & Production ▪ Passionate about motorsports, design & digital business models Robin Metz
 Head of Design ▪ Design background (Digital & Print) ▪ 8 years of experience in Design & Digital Development ▪ At UGW AG (marketing agency) worked for clients as: NIKE, TOSHIBA, GILLETTE, DEUTSCHE BAHN, AUDI & others ▪ Since Dec 14 UX/UI Designer & Web Developer focussed on Webdesign, App Development & Digital Experiences ▪ At HELMADE focussed on Design & Platform Development ▪ Passionate about motorsports & design Sabrina Möhring Head of Customer Experience ▪ Retail & merchandising background for lifestyle & fashion products ▪ 17 years of experience in Visual Merchandising & Category Management ▪ Work eperience: P&C (3 years), LEONARDO (11 years), BAILLY DIEHL (3 years) ▪ Focussed on Customer Service, Partner Management & Logistics ▪ Passionate about design, lifestyle & fashion WHO WE ARE? OUR CORE TEAM © 2019 helmade GmbHhelmade @ Ecommerce Berlin Expo | Feb 19 11
  11. 11. ▪ #racersforlife - Motorsports is our passion ▪ 2009-2014 Work experience and insights of NIKEiD as an essential mass customization business model for the Nike brand ▪ 2012 Founded the digital design network m1nds in Frankfurt am Main, working on digital design projects ▪ 2013 The idea of helmade was born ▪ Since beginning of 2014 detailed analysis of the business potential, production process, finalizing the concept & development of the helmade brand ▪ Since Oct 2015 registered German company & brand ▪ January 2016 Launch of helmade.com WHO WE ARE? OUR JOURNEY OF BRINGING HELMADE TO LIFE © 2019 helmade GmbHhelmade @ Ecommerce Berlin Expo | Feb 19 12
  12. 12. WHO WE ARE? Business potential Helmet design affinity MOTORSPORTS (Kart, Motorcycle, Motocross, etc.) STREET (Motorcycle, Scooter, Bicycle etc.) ACTIONSPORTS (Sky, Snowboard, Skate, BMX, etc.) OUR TARGET GROUPS © 2019 helmade GmbHhelmade @ Ecommerce Berlin Expo | Feb 19 13
  13. 13. Laura - Fashionista & Vespa Lover 23 year-old student, living in Berlin. Loves her Vespa like nothing else. I love fashion. My helmet is an important accessory for me. I’m always up to date when it comes to colors. They are part of the deal. My gear needs to be functional but stylish, like a girls handbag. 13
  14. 14. 15Frank - Café Racer 32 year-old Marketing Consultant, living in London. Riding a stylish Custom Built Honda, loves vintage bikes and gear. I spend most of my money on my bike. I love quality and that costs something. I’m a technical dude. I love handmade stuff and appreciate real craftsmanship. I love details and vintage colors on my bike as well as on my helmets.
  15. 15. 1616Christoph - 2-wheels Racer 28 year-old electrician, living in Milano. Riding his Yamaha on the streets 
 and race tracks. Always on throttle. I’m not rich but I love riding, so I spend most of my money on it. It’s all about speed and freedom. I love to be the one overtaking. My helmet design has to fit to my bike and my very personal style.
  16. 16. 1717Jannes - Professional Formula 3 Driver 18 year old Formula 3 driver living in Langenhain. Into motorsports since he was 6 years old. I need my helmet for my sport. It’s a life saver as well as my signature. Usually I can only buy white helmets for motorsports which I would never wear. My helmet is the most individual thing I have.
  17. 17. WHO WE ARE? HELMADE X BELL MOMENTS SINCE LAUNCH ▪ … 18helmade x Bell Powersports | Way Forward Jan 18 © 2018 helmade GmbH - Strictly confidential. 17
  18. 18. ▪ 36% of consumers expressed an interest in purchasing personalized products or services ▪ 1 in 5 consumers who expresses an interesting in personalized products or service are willing to pay a 20% premium ▪ 42% of consumers who are interested in customized products or services would still rather be led by brands and choose from a selection of options ▪ 22% of consumers are happy to share some data in return for a more personalized customer product or service Source: * Deloitte Consumer Review 2015: Made to order - The rise of Mass Personalization THE MARKET OPPORTUNITY POTENTIAL OF MASS CUSTOMIZATION* © 2019 helmade GmbHhelmade @ Ecommerce Berlin Expo | Feb 19 18
  19. 19. THE MARKET OPPORTUNITY CUSTOMIZATION IS NOT A TREND ▪ Nowadays personalized products can be found in any area of life ▪ There are many successful digital business models existing from NIKEiD to cars ▪ Key to success: Taking out the complexity throughout the design & the production process while offering the customer endless possibilities to customize a unique product ▪ Customers are willing to pay a significantly higher price for a personalized product ▪ helmade is the answer to a profitable & scalable mass customization business for the helmet industry © 2019 helmade GmbHhelmade @ Ecommerce Berlin Expo | Feb 19 19
  20. 20. THE MARKET OPPORTUNITY POSITION & ESTABLISH HELMADE AS A BRAND ▪ We want helmade products and services to play a role in different areas of life which are gaining more and more relevancy for people ▪ The end-to-end customization experience of helmade is designed to fit into this customer ecosystem (PERSONALIZATION & EXPERIENCE) ▪ helmade is about digital experiences and communication (DIGITAL LIFE) ▪ helmade stands for excellent product and UX design (DESIGN) ▪ helmade makes you stand out from the crowd and welcomes customers to the helmade family (COMMUNITY) ▪ A helmet is a life-saver anywhere in the world (BETTER WORLD) © 2019 helmade GmbHhelmade @ Ecommerce Berlin Expo | Feb 19 20
  21. 21. INSIGHTS NIKEiD ADDING ANOTHER EXCITING DIMENSION TO THE NIKE BRAND ▪ The mass customization business model of NIKEiD is way more than a marketing tool for the Nike brand, it is an essential part of their (online) business
 ▪ Nike has realized that there was a demand for customized Nike products throughout all target groups, the answer to it was NIKEiD in 1999 ▪ By bringing ‚The signature athlete experience’ to the many people (sports & lifestyle), example: FOTs = Football Obsessed Teens © 2019 helmade GmbHhelmade @ Ecommerce Berlin Expo | Feb 19 21
  22. 22. INSIGHTS NIKEiD ADDING ANOTHER EXCITING DIMENSION TO THE NIKE BRAND 23© 2019 helmade GmbH - Strictly confidential.helmade Intro | Feb 19
  23. 23. THE HELMADE CONCEPT OUR PRODUCT PARTNERS … ▪ We’re running a close partnership with all major helmet brands ▪ 1st integration of helmade customization experience on bellhelmets.com ▪ Authorized helmet design partner of Arai Helmets araihelmets.com ▪ Many official helmet design collaborations (f.e. Bell, LS2, Arai & Nolan) Example: Press release of our collab with Bell Powersports for Glemseck 101 (motorcycle event) Example: araihelmets.com website integration © 2019 helmade GmbHhelmade @ Ecommerce Berlin Expo | Feb 19 22
  24. 24. THE HELMADE CONCEPT OVERVIEW CURRENT PRODUCTION SETUP OWN PRODUCTION 
 FACILITIES IN FRANKFURT PRODUCTION 
 PARTNER NETWORK OF HELMET PAINTERS ADDITIONAL PARTNERS FOR SPECIAL CUSTOMIZATION OPTIONS Frankfurt, DE Braunschweig, DE Barcelona, ES Firence, IT Mariano Comense, IT © 2019 helmade GmbHhelmade @ Ecommerce Berlin Expo | Feb 19 23
  25. 25. THE HELMADE CONCEPT HELMADE BUSINESS DIMENSIONS Pinnacle business (today) Mass customization business (in prototyping) Simple customization & non-custom business (in prototyping/today) 100% Individual & handmade Paintworks helmade.com Experience Decal & Water Transfer Technology helmade.com Experience Non-custom helmets with your name and/or logo Print Production helmade.com Base Helmet Range helmade Own Production 
 & Specialized Partner Network helmade Own Production helmade Own Production © 2019 helmade GmbHhelmade @ Ecommerce Berlin Expo | Feb 19 24
  26. 26. INSIGHTS IKEA SIMPLE CUSTOMIZATION: KALLAX PRODUCT CONFIGURATOR ▪ Solving an obvious business need on & offline to sell more inserts for KALLAX by giving people the opportunity to create their very own KALLAX shelve
 ▪ Make use of digital to show combinations beyond the ‚normal’ possibilities in retail and give people a reason to buy IKEA products online ▪ A significant and immediate sales uplift (on & offline) by adding a digital solution for simple customization © 2019 helmade GmbHhelmade @ Ecommerce Berlin Expo | Feb 19 2725© 2019 helmade GmbH
  27. 27. INSIGHTS IKEA SIMPLE CUSTOMIZATION: KALLAX PRODUCT CONFIGURATOR ▪ Solving a clear business need on & offline to sell more inserts for KALLAX by showing people the opportunity to create your own KALLAX 
 ▪ The opportunity to show combinations beyond the ‚normal’ possibilities in retail and give people a reason to buy online ▪ A significant and immediate sales uplift (on & offline) © 2019 helmade GmbHhelmade @ Ecommerce Berlin Expo | Feb 19 28
  28. 28. THE HELMADE CONCEPT B2B PARTNERSHIPS WITH HELMET MANUFACTURERS ▪ Enable helmade customization experience & service on helmet manufacturer websites through direct partnership (our blue print is live on bellhelmets.com) ▪ Offering professionalized and scalable production capacities for limited editions and helmet design specials ▪ Partnering on collaborations & special designs for helmet manufacturer racing athletes & influencers ▪ Helmet design development and 3D visualization © 2019 helmade GmbHhelmade @ Ecommerce Berlin Expo | Feb 19 26
  29. 29. OUR WAY FORWARD INTEGRATION OF HELMADE ON KEY MANUFACTURER WEBSITES ▪ Live since Nov 19: Full integration of helmet customization experience ,powered by helmade‘ allowing people to design their Bell helmets on bellhelmets.com - helmade acting as fulfillment partner for customization ▪ Offering worldwide shipping with a delivery time of 4-6 weeks, potentially future helmade production facility abroad ▪ To come with further integrations: additional B2B revenue stream through licensing of our configurator & designs (constant order flow) © 2019 helmade GmbHhelmade @ Ecommerce Berlin Expo | Feb 19 30
  30. 30. OUR WAY FORWARD ENABLE CUSTOMIZATION SERVICE FOR THE INDUSTRY ▪ Integration of helmade customization widget on manufacturer website (technically super easy to realize, no advanced development resources needed on your side) ▪ Build on our existing and long-term partnerships with key helmet brands and leverage existing experiences (check-out and customer service 100% fulfilled by helmade) ▪ All key helmets are already live as configurable 3D model on helmade.com and we are extending the product and design portfolio constantly ▪ We are a premium, trusted business partner for all major helmet brands and are seen as product experts for helmets of any kind ▪ Integration on bellhelmets.com is live since Nov and turned out to be a game changer for our business (scalability), now working on further integrations © 2019 helmade GmbHhelmade @ Ecommerce Berlin Expo | Feb 19 31
  31. 31. OUR WAY FORWARD FUTURE PRODUCTION PROCESS ▪ We have successfully prototyped two new ways to customize helmets on a 1:1 base: water slide decal & water transfer production, printed with the latest digital printing technologies (push to print combined with highly efficient, automized production capacities) ▪ Example: Arai offers their motorcycle helmet Arai RX-7 in white or black (one color, no decor) for 849 € recommended retail price > same helmet with decor costs 999 € but it is a random design not custom ▪ So people are already willing to pay more for a helmet design: We want to get as close as possible to this up-charge for a designed helmet and revolutionize an industry by bringing custom helmet design to the mass © 2019 helmade GmbHhelmade @ Ecommerce Berlin Expo | Feb 19 32
  32. 32. OUR WAY FORWARD BEYOND THE HELMET INDUSTRY ▪ Make use of our ability to enable profitable and scalable mass customization business models with a focus on premium lifestyle products (without stepping into the manufacturers production process and risking efficiency) ▪ Acting as a B2B or potentially B2C fulfillment partner for mass customization (strategy, digital experience & production) ▪ Leverage & build on helmade as the blue print and running business model which already had a measurable impact in one industry (helmets) ▪ Build on own our experiences with digital business models from various industries (motorcycle & automotive industry, sporting goods, fashion, home furnishing, glassware) ▪ Establish additional revenue streams of strategic consultancy & implementation, front & back-end technology licensing, production technologies, digital & 3D design work etc.
 © 2019 helmade GmbHhelmade @ Ecommerce Berlin Expo | Feb 19 33
  33. 33. ENABLE CUSTOMIZATION ACCELERATING GROWTH THROUGH ▪ Our passion and commitment towards a revolutionizing concept & digital business model which has the power to change industries ▪ Further developing our powerful digital customization experience in the direction of more products, designs, customization-options & new product categories
 ▪ Continue prototyping & launch new ways of customization within our own production team to significantly reduce the price point for an individualized product ▪ Establishing helmade as a brand © 2019 helmade GmbHhelmade @ Ecommerce Berlin Expo | Feb 19 34
  34. 34. © 2019 helmade GmbHhelmade @ Ecommerce Berlin Expo | Feb 19 35
  35. 35. Let’s customize Our Future © 2019 helmade GmbHhelmade @ Ecommerce Berlin Expo | Feb 19 36
  36. 36. © 2019 helmade GmbHhelmade @ E-commerce Berlin Expo | Feb 19 37

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