Our history

2017 is characterized by both change and awards for POLO Motorrad. For the first time, POLO is not printing its doorstop-thick annual catalogue and, instead, is publishing an innovative concept on the market with its POLO Motorrad magazine. The compact mixture of catalog, customer magazine and trade magazine has been published three times a year since then. The idea was driven by customer requests for more up-to-date news, more inspiration and greater frequency. In addition to positive customer feedback, Deutsche Post also confirmed that this bold step is in the right direction. An independent judging panel of experts names the POLO magazine the "Best Customer Magazine of 2017." The company’s second market innovation to be launched at the beginning of 2017 is the POLO app. Once again, it is the first of its kind in the motorcycle industry.
In July, Torsten Fischer, who was previously responsible for the content-based and visual rebranding of the POLO brand as CMO, is appointed as the new CEO. His mission: "In an increasingly demanding trading environment, we need to remain flexible at POLO and respond quickly to changes – in all sales channels!"
The year is crowned by a second store in the capital of Austria, and an award as "one of the best training companies of 2017" from the Middle Lower Rhine Chamber of Commerce and Industry.

In January 2015, Paragon Partners and Tempus Capital announce the sale of POLO Motorrad to Equistone Partners Europe. The declared aim of the new owner: to take the company into the second phase of its expansion. In the middle of the year, long-standing POLO employees Lars Immig and Kilian Roos are appointed to the Board as CSO and CFO respectively. A definite highlight: POLO’s push into Austria. Following a successful market entry in Salzburg in October, the second Austrian store is opening in Villach in December.

POLO Motorrad is heading into the new season with a newly established management team: Dr. Michael Kern has been heading up the company as Chairman of the Management Board since March 1. He is supported by a strong management team of experienced colleagues from the worlds of finance, sales, merchandise management and marketing. In this way, POLO has achieved one of the best annual results since its inception. And POLO continues to expand its service sector with the establishment of the POLO Academy: this is where employees are trained to provide customers with the best possible advice.

The POLO Motorcycle department store in Hamburg-Hamm opens its doors on the Elbe in April. Two floors, 2,200 square meters of sales floor, a children's play corner, women's department, redhot café and the spectacular Airstream catering van outside point to the new Hamburg POLO store on the Eiffelstrasse offering the perfect meeting point for bikers right from the start. Meanwhile, thousands of motorcyclists and their families flock to the POLO headquarters in Jüchen for the 14th POLO Biker Fest. Carlos Santana rocks the POLO Headquarters one day later.

Almost 100 POLO stores in Germany, five in Switzerland: POLO continues to grow even after the move. POLO is also starting to accelerate on the French-speaking market as well with the opening of the 5th SWISS store in Etoy. The large stores offer additional services throughout Germany. Apart from a sound booth and wind tunnel, a computer-controlled body scan is being offered for the first time in the motorcycle clothing sector, unique in the industry thus far. All departments have settled in well at the new POLO headquarters in Jüchen, with adjacent state-of-the-art warehouse and dispatch center on the southern Lower Rhine.
In July, superstar Lenny Kravitz captivates the POLO Headquarters in Jüchen. In May, Blockx inaugurated one of the largest permanently installed open-air stages in Europe with "POLO rocks!" at the 12th POLO Biker Fest.

Berlin becomes the POLO capital with three stores, and two new stores in Switzerland supply our European neighbors with motor, leisure and sport-related products. The large stores are equipped with sound booths where customers can feel the exhaust on their faces by computer simulation. At "POLO rocks!", Tito and Tarantula, the Leningrad Cowboys and the Scorpions put on a massive show and rock the sold-out arena at Reisholz Harbor. Plans for the new POLO Headquarters with store, warehouse sales, themed catering and open-air grounds create a mood of excitement.

At the 7th POLO Biker Fest in 2004, Andy Scott from "The Sweet" crowns Miss POLO. Despite the cold, wet weather, over 6,000 motorcycle enthusiasts throng to the POLO Headquarters. 86 stores and a redesigned website invite customers to shop at POLO..
A quarter of a century of POLO - POLO heads into its anniversary year with a host of surprises for its customers. POLO takes its 40-tonne show and action out onto the road with the POLO Truck Anniversary Tour. The truck puts on an amazing performance with cool motorcycle stunts on the ground at motorcycle races, festivals and other events. The first shop opens in a neighboring country: the Swiss celebrate the opening of the first POLO Store in Horgen, Zurich on April 23 and 30. Covering 1,200 square meters, there is enough space for the entire POLO range, as well as a biker café and sports bar.

There are now around 79 stores across Germany. Stores are given a facelift or redesigned. Generally, all are around 500 square meters. POLO underlines its cult status at the 5th POLO Biker Fest. Doro, Wayne and Just-Is drive away the rain clouds and "Aal-Volker" gives away bargains to visitors. Miss and Mr. POLO head off on a photo shoot with professional models for the POLO Catalog 2003. The day has come – July 6: the second "POLO Rock Fest" attracts music fans and motorcycle enthusiasts to the POLO Headquarters. BAP, Doro and other big names warm up the visitors.

The 3rd POLO Biker Fest doubles as a birthday party - 20 years of POLO! Once again, "The King" is our guest and gets the visitors going. We now have around 15,000 products for sale and over 60 POLO stores across Germany, each covering over 300 square meters. Our headquarters in Düsseldorf are becoming a biker meeting place - especially on Fridays and Saturdays, when bikers from all over the place gather here.

The first POLO Biker Fest attracts thousands of bikers to Düsseldorf. The highlight of the program: the crowning of Miss POLO.

Our expansion gathers pace: there are now some 25 POLO stores in Germany. Existing stores are expanded, new ones are added. Whereas the first stores had to make do with 60 to 120 square meters, the average size is now 150 to 200 square meters.

Nationwide, customer interest and demand for motorcycle accessories and technology is increasing. The range of products is expanded to include wear and spare parts. From the very outset, POLO has set itself the task of only procuring motorcycle accessories and technology from suppliers who deliver OEM quality.

For almost 40 years, POLO Motorrad has been synonymous with everything that gets bikers’ pulses racing. Read our success story here from our foundation in March 1980 to our development as one of the largest multi-channel retailers for motorcycle clothing, technology and accessories in Germany, Austria and Switzerland.