Success Stories: König & Meyer

Overview: K&M (König & Meyer) 

For more than 70 years, K&M has provided musicians with German-made products that are innovative, functional, and—most importantly—very durable and reliable. Their product range includes music stands, microphones, instrument stands, stools, and benches, among other items.

K&M has a high reputation in the music industry but faced challenges when trying to gain a presence on Amazon. They had poor representation on the e-commerce platform due to their inadequate imagery and lack of optimizations, including A+ pages. 

The brand also had inconsistent pricing on Amazon which impacted multiple sales channels and retailers. K&M wanted to transition from Amazon Vendor to Seller Model, but they were facing issues that made this change difficult. When they partnered with Navira in late 2020, the Navira teams began to formulate a strategy to help K&M reach its goals. 

Strategy & Goals

The Navira first focused on cleaning up K&M’s Amazon listings—including titles, bullets, and product variations—to grow their Amazon presence. The Navira expert writers created optimizations and layered in core keywords to help the products begin to rank. We paired bestsellers with the proper product variants and other corresponding products to help “cross-sell” while generating traffic and sales on ancillary products.

To fix the inconsistent pricing issue, Navira enforced a new MRP/MAP policy. To do this, we assisted in creating the policy and developing healthy retail pricing. Despite taking an initial hit on sales, we held this pricing, which resulted in a more consistent brand experience and an uptick in sales not only on Amazon but also in other channels, including brick-and-mortar stores and other retailer websites. 

After a difficult start with the new MRP policy, we turned the corner and now have begun exceeding expectations. Navira maintained MRP pricing on Amazon despite other sellers not following suit. Because the Navira is the primary Amazon seller for K&M, it helped K&M in their discussions with other retailers to clean everything up. 

After the pricing issues were resolved, Navira began to focus on continual growth by working closely with K&M to develop and optimize marketing strategies. In addition, we've been layering in more products to the K&M catalog by offering two- and three-packs of bestsellers and developing new bundles. 

The Final Results

The partnership between Navira and K&M—along with the new strategies we implemented together—caused an increase in revenue and resulted in K&M gaining a stronger presence on Amazon. 

From 2020, despite dealing with pricing issues and policy updates, K&M's revenue increased significantly. In 2023, they are on pace for retail revenue to grow over 40% from when our partnership began. 

Besides revenue growth, our optimization and marketing strategy resulted in the bestselling product (21090.000.55) growing within its category, achieving multiple bestsellers and Amazon Choice Badges in several categories, ranking #3 for “mic stands,” and ranking #14 for “microphone stand” (a very competitive keyword, for which K&M is the highest-priced in this space). K&M also received an Amazon’s Choice Badge for 15213.077.55 and the Best Seller Badge (in the Brass Instrument Stands Category) for 15210.000.55.