Lamy is widely recognised around the world for its high-quality designer writing instruments with a timelessly modern aesthetic and perfect functionality. Since February this year, the company has been part of Mitsubishi Pencil, a partnership that brings investment and market development to the brand.
Established in 1930 in Heidelberg, Germany, the real success story began in 1966 with the launch of the Lamy 2000. This model established the clear, unmistakable design language that still characterises the style of all the brand’s products today. Each year, special editions continue to set trends and inspire handwriting fans around the world with innovative colours and finishes.
Lamy has its headquarters and production facilities in Heidelberg, employing more than 340 people. With an annual production of over eight million writing instruments, Lamy is not only the market leader in Germany, it has also developed to become a sought-after lifestyle brand around the world. Lamy generates a good half of its turnover abroad. The brand is now represented in more than 80 countries with over 15,600 sales outlets worldwide, including around 200 mono-brand stores.
At the end February this year, Lamy became part of the Mitsubishi Pencil family, a partnership that Steffen Rübke, ceo, says will “strengthen the company and the Lamy brand with Mitsubishi Pencil’s focus on innovation, its large distribution network and its strong ecommerce expertise as exemplified by the success of the business with Amazon in the US market.”
Mitsubishi Pencil and Lamy are no strangers to each other, and the partnership brings together a number of synergies. Mitsubishi Pencil is a strong partner to develop the growth area of digital writing, expand international sales, and will also contribute its ecommerce expertise. The Lamy brand products complement the Mitsubishi Pencil range in the premium segment.
The new partnership ensures that the headquarters and production facilities in Heidelberg will be maintained and that investments will be made in the further development of the company and the brand. How these potentials will be specifically utilised by Lamy in the markets is currently being developed through a collaborative dialogue between the teams in Heidelberg and Tokyo.
It’s been a busy start to 2024 for Lamy, alongside the news about Mitsubishi Pencil, the company has been celebrating 20 years of special editions of its iconic Lamy safari. Although the Lamy safari was first released in 1980 as a sturdy, affordable and functional pen to take anywhere, for ‘the safari of everyday life’, it wasn’t until 2004 that the first special edition was launched. The Lamy safari has gone on to be Lamy’s best seller, now coming as a fountain pen, ballpoint and rollerball, with new special edition colours launched each year. For the 20th anniversary year, the two original colours – savannah green and terra red – have been rereleased, alongside the 2024 colours of pink cliff and violet blackberry.
To celebrate 20 years of this design icon, Lamy took to the roads in the UK, with a touring exhibition in February and March, stopping at Choosing Keeping in London, Jarrolds department store in Norwich, Pens Plus in Oxford and Shrewsbury’s Write Here.
The special editions tour has been a huge success for Lamy, with UK sales manager Hollie Bottrill commenting: “It’s been fantastic to hear people’s stories about the Lamy safari, whether it’s their favourite special colour from the past 20 years or fond memories of buying their first Lamy. It’s remarkable to witness how this exceptional product is cherished and embraced across the UK. The Lamy safari tour was such a success, we are planning to move it to other countries in the near future.”
Hot on the heels of the special edition Lamy safari, came the Lamy AL-star with two new colours: fiery and aquatic. This summer Lamy will launch a new colour, piano red, for the studio and scala ranges.
Over summer the company will introduce its first Lamy for the iPad; the LAMY safari note+. This new digital writing device combines the qualities of ergonomic writing with the possibilities of a digital environment.
Finally, for the second half of the year, there will be a special edition inspired by a legend from British literature: Harry Potter. Fans worldwide can look forward to the first exclusive Lamy edition featuring the world’s most beloved entertainment brand license. The collaboration with Warner Bros. Discovery marks Lamy’s first international brand partnership of this scale.
“It’s such an exciting time for Lamy,” says Hollie. “Despite the numerous advancements in the digital realm, fountain pens have witnessed a remarkable resurgence. There’s a growing appreciation for their craftsmanship and the intimate connection they offer between ink and paper. There is a growing trend towards customisation, offering a wide array of options for distinctive nibs, vibrant colours, and exquisite finishes. Special edition releases and collaborative ventures have breathed new life into the market, igniting enthusiasm among collectors and enthusiasts.
Notably, this year’s Lamy AL-star special edition and Lamy safari special edition stand out as our first duo-colour special editions, adding an extra layer of excitement to the mix.”
Lamy is continually reinventing itself, proving that writing instruments are more than utensils; they are thinking tools. As lifestyle accessories they have become important companions for millions of people, giving expression to their pleasure in writing by hand and expressing their individual personality.
This article first appeared in the Spring/Summer edition of Stationery Matters magazine.
