Alexander Korduan: How HOLZRICHTER Berlin Became a 5-Million-Euro Leather Goods Brand
Volume #17 of "Happy Bootstrapping" Newsletter
Alexander Korduan has been running HOLZRICHTER Berlin for ten years - a bootstrapped leather goods brand with 5 million euros in annual revenue and almost 300,000 customers. The 34-year-old business graduate transformed an eBay idea from his shared apartment room into an award-winning premium brand that was recognized as the best start-up brand in e-commerce in 2024. His story exemplifies how authentic brand management and consistent customer orientation can create a sustainable business - without external investors.
This is a summary of Episode 128 of the “Happy Bootstrapping” Podcast (German).
From eBay Sales to Premium Brand
Alex's entrepreneurial journey began in 2013 during his business studies in Berlin. Inspired by an old weekender travel bag from his grandfather and his collection of leather suitcases, he started as a sole proprietor selling travel bags via eBay. The chaotic shipping process ran across three generations: "Whenever an order came in, I printed a DHL label and emailed it to my father. He drove to my grandfather's basement with his car."
The transformation into a brand began with the name search. After months of research, the penny dropped at his grandfather's front door: "When I pressed the doorbell and saw 'Holzrichter,' I thought, actually a really good idea." The name perfectly conveyed the craftsmanship and tradition the products should represent.
"If you continue with this now, then you make a really awesome brand out of it. We're basically doing what Teschnal used to do, but young-modern-cool."
Bootstrapping with Obstacles
For the leap to a professional brand, Alex needed 45,000 euros - 25,000 euros alone for the first major product order. After several rejections from Sparkasse and Commerzbank ("leather bags on the internet already exist"), he finally found a consultant of the same age at HypoVereinsbank who believed in his vision.
The special thing: His Indian production partner took the risk from the beginning and produced without advance payment - a relationship of trust that continues to this day. "Even now, after ten years, he's still our partner who still doesn't insist on advance payment."
Strategic Pivot: From Men's to Women's Bags
A decisive turning point came with the realization about purchasing behavior:
For a woman, it doesn't matter if you already have one. And if you have a big one, then you want a small one. For a man, if you have a classic bag, then you're usually served.
The first women's bag "Der Liebling" (The Favorite) became a bestseller and transformed the business. Today, the focus is clearly on the female segment - a decision that ensured sustainable growth and better retention.
Affordable Premium as Success Formula
HOLZRICHTER positions itself in the "affordable premium" segment: premium quality at fairer prices than established luxury brands. With average shopping baskets significantly above the e-commerce standard and a return rate below 20% (vs. 50%+ at Zalando), the quality of brand management is evident.
The product promise is based on vegetable-tanned full-grain leather that develops an individual patina - a conscious counter-design to chrome-tanned mass goods. "You get better quality than known premium brands at a price that's below theirs."
Marketing Mix and Brand Building
The marketing mix is heavily social media-driven, primarily via Instagram. Over 30% of new customers come through referrals - a sign of high customer satisfaction. SEO and Google Ads complement the mix, while Amazon is deliberately neglected due to the premium strategy.
Newsletter marketing with a six-figure subscriber base and content marketing with article series like "On The Road Again" (best road trips in Germany) support branding. In 2024, HOLZRICHTER Berlin was awarded by YoungCapital as the best start-up brand in e-commerce - particularly in the categories of sympathy, authenticity, and trust.
Future Plans and Scaling
Several initiatives are planned for 2024: expansion into colors (first trend colors like mocha, agave green), TikTok marketing, influencer gifting strategies, and increased customer retention. Internationalization to France was postponed due to internal priorities but remains a strategic goal.
Alex's key learnings for e-commerce founders:
Brand building before scaling: Authentic brand management creates sustainable competitive advantages
Understand target audience correctly: Purchasing behavior determines the entire business model
Quality as differentiator: Premium positioning enables better margins and customer loyalty
Bootstrapping requires patience: Organic growth takes time but creates stability
Use mentoring: Programs like Scale-Up provide valuable strategic input
With almost 300,000 customers and 5 million euros in annual revenue, HOLZRICHTER Berlin proves that bootstrapping works even in competitive markets - when brand, quality, and customer orientation are right. Alex plans to continue organic growth: "Basically, I really enjoy what I do and can also imagine continuing it."
Happy Bootstrapping is a German podcast where I interview bootstrapped founders, indie hackers, and solopreneurs about their startup journeys.
Over the years, I've connected with many successful entrepreneurs who have built e-commerce shops, SaaS platforms, mobile apps, content businesses, or hybrid models.
Furthermore I am a bootstrapper myself and growing my DevOps-as-a-Sercice and Web Operations Company “We Manage”.