By re-entering the off-road sports market, the motorcycle accessories chain Louis has returned to the roots of its founder, Detlev Louis: in the 1950s, he was a successful off-road racer and even competed twice in the team world championship, the “Six Days.” The range of products for off-road riders is constantly growing in the online shop and in stores. There, you’ll find apparel and technical gear for motocross, enduro, and supermoto riders from a wide variety of brands.

The history of Louis dates back to 1938, when Walter Lohmann opened a motorcycle shop in Hamburg. After the war, Detlev Louis partnered with Lohmann to continue running the business under the name Lohmann & Louis; in 1946, Louis became the sole owner. The economic miracle of the 1950s sparked a real boom in two-wheeled vehicles, and Detlev Louis’s business was a huge success. But even in difficult times, such as the 1960s, Detlev Louis demonstrated his business acumen with a knack for selecting the right products and continued to expand the company. In 1968, he was the first to send a mail-order catalog directly to customers, and with the motorcycle boom of the 1970s, the company grew into a limited liability company (GmbH). In 1981, Louis opened its first branch outside Hamburg; today, there are over 85 Louis branches in Germany, Austria, and Switzerland. After the turn of the millennium, the sustained growth of the motorcycle industry began to slow, but at Louis, the company set the course for the future in good time with its online shop—which has been in operation since 1996—and the expansion of its services, and it continues to grow steadily to this day.

Since 2022, Louis has been actively driving the ongoing expansion of its product range for motocross and enduro riders in the areas of equipment and apparel. Kai Sedlak, an experienced professional with extensive motocross expertise, is responsible for purchasing. Drawing on his experience as a former international professional rider and his work as a coach—particularly with young talent in northern Germany—he has expanded the product range quickly, with a focus on practicality and a deep passion for the sport. Numerous new and helpful products have been added—including, for example, chest protectors and knee braces from Leatt. The apparel section also features strong brands such as Alpinestars, Fox, Gaerne, O’Neal, Scott, and Sidi. The technical side is also well covered: The product range includes a wide selection of replacement and wear parts from manufacturers such as Acebikes, Acerbis, AFAM, All Balls Racing, Athena, Scar Racing, Bud Racing, Haan Wheels, RISK Racing, RFX, Twin Air, and many others.

While the MX products were initially available only through the online store, they are now in stock at the majority of the more than 85 retail locations. “If you realize on a Friday afternoon that you still need brake pads, you can now simply drive to the nearest Louis store and pick them up quickly so you can head to practice or a race on Saturday as planned,” explains Sedlak. At the same time, the online shop offers many unique features thanks to its massive bike database. For example, if you enter your motorcycle model along with a chainring, the system will display only compatible parts. It also shows availability at the store, where you can have the part held for pickup.

“Our product range and the brands we offer are constantly growing. Our commitment to motocross and enduro racing is a long-term one.” So it was only natural that we would also have a presence at events like the ADAC MX Masters—including the Louis Talk, the MXGP in Teutschenthal, and the Cross Finals. “There, we reach 100% of our target audience and use their direct feedback to further expand our product range,” explains Louis’s marketing team. In Teutschenthal, the company is stepping up its involvement for the first time with its own Louis pavilions, products, and promotions such as the Ducati giveaway and the chance to meet Nico Koch in person. Louis has been collaborating with the Becker Racing Team and riders such as Nico Koch and Marnique Appelt since the 2023 season. Valuable feedback from the team riders also feeds back into Louis’s product range. Louis is also active in promoting young talent, supporting young riders at the ADAC MX Academy and in Teutschenthal with the MSC Academy from their very first moments on two wheels. “We are part of a passionate, motorcycle-loving community and proud to present a diverse portfolio of MX equipment together and to maintain close ties with the scene,” says Sedlak.

Louis online: louis.de Instagram: @louismotorrad Facebook: @louismotorrad