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Company history

VISION

As an experienced manager in the international consumer sector, Heinz Borkhard was already aware when the company was founded that international marketing not only means unlimited growth in the truest sense of the word, it also stands for less susceptibility to economic downturns on the internal market. This is why he put the company's attention early on into exports, thereby creating the essential foundation for sustainable growth. When the company was founded, the internet did not exist however when he saw the possibilities, Heinz Borkhard focused directly on the international orientation with an online shop. ASMC not only delivers to European Union countries, it has customers all over the world from Greenland to New Zealand with an export quota today of over 30%.

 
NEW WAREHOUSE AND LOGISTICS HALL, GROWING PRODUCT RANGE 2017

The construction of our new warehouse and logistics hall not far from the company's headquarters in Schiffweiler began in the 2017 financial year. This increases the storage capacity which in turn improves the availability of goods and allows us to cope with the constantly growing range of articles.

 
NEW WAREHOUSE AND LOGISTICS HALL, GROWING PRODUCT RANGE

The construction of our new warehouse and logistics hall not far from the company's headquarters in Schiffweiler began in the 2017 financial year. This increases the storage capacity which in turn improves the availability of goods and allows us to cope with the constantly growing range of articles.

 

In 2016 ASMC was doubly happy - the registration of the millionth customer in the online shop and also the growth of the Facbeook community to 50,000 fans.

 
REGISTRATION OF OUR MILLIONTH CUSTOMER

In 2016 ASMC was doubly happy - the registration of the millionth customer in the online shop and also the growth of the Facbeook community to 50,000 fans.

 
ASMC ADVERTISING SPOT ON DMAX AND N24 2016

The ASMC TV spot with the motto "ASMC - the online shop for real men" was broadcast this year on two TV Stations popular with our target group - DMAX and N24.

 
ASMC ADVERTISING SPOT ON DMAX AND N24

The ASMC TV spot with the motto "ASMC - the online shop for real men" was broadcast this year on two TV Stations popular with our target group - DMAX and N24.

 

Another big change in 2015 was the start of our international online shops. In addition to performance, user-friendliness for customers from abroad has also been made better. his results that the online offer is no longer only available in German on asmc.de, but also in other languages by asmc.com, asmc.fr, asmc.es, asmc.ru and asmc.it.

 
INTERNATIONAL ONLINE SHOPS

Another big change in 2015 was the start of our international online shops. In addition to performance, user-friendliness for customers from abroad has also been made better. his results that the online offer is no longer only available in German on asmc.de, but also in other languages by asmc.com, asmc.fr, asmc.es, asmc.ru and asmc.it.

 
ASMC-Catalog-APP 2015

The free ASMC Catalog APP was released in early 2015. It is available for download in German, French, English, Russian and Spanish. All valid catalogs are available here for download and browsing.

 
ASMC-Catalog-APP

The free ASMC Catalog APP was released in early 2015. It is available for download in German, French, English, Russian and Spanish. All valid catalogs are available here for download and browsing.

 

The highlight of this year was the 25th company anniversary. On this occasion, a special catalog with attractive offers and a large win competition were started in October. In addition, the second ASMC TV commercial was broadcast on DMAX.

 
25TH ANNIVERSARY OF THE COMPANY

The highlight of this year was the 25th company anniversary. On this occasion, a special catalog with attractive offers and a large win competition were started in October. In addition, the second ASMC TV commercial was broadcast on DMAX.

 
FOUNDING OF ASMC FRANCE SAS 2014

Also in October, the 750,000 customer registered in our shop. ASMC took over the inventory and the online shop from www.armeeshop24.de and founded ASMC France SAS with its headquarters in Ivry sur Seine in the Paris area as a subsidiary of ASMC GmbH. With this step, ASMC is strengthening its involvement in the most important foreign market and thus expanding its position on the French market. Our service for authorities has also been expanded and improved. Officials can now place orders for special equipment.

 
FOUNDING OF ASMC FRANCE SAS

Also in October, the 750,000 customer registered in our shop. ASMC took over the inventory and the online shop from www.armeeshop24.de and founded ASMC France SAS with its headquarters in Ivry sur Seine in the Paris area as a subsidiary of ASMC GmbH. With this step, ASMC is strengthening its involvement in the most important foreign market and thus expanding its position on the French market. Our service for authorities has also been expanded and improved. Officials can now place orders for special equipment.

 

This year, two major retailers in the industry have filed for bankruptcy. This was the chance for ASMC to take over the biggest competitor in Germany, the company Ranger-Shop.de. On July 31, 2013 we received the green light from the insolvency administrator and were able to secure the Osterrönfeld and Munster locations. In addition, we also acquired the naming rights and the entire inventory. With this takeover, the number of employees has increased to almost 150, making ASMC probably the world's largest army / outdoor online shop.

 
ACQUISITION OF RANGER-SHOP.DE

This year, two major retailers in the industry have filed for bankruptcy. This was the chance for ASMC to take over the biggest competitor in Germany, the company Ranger-Shop.de. On July 31, 2013 we received the green light from the insolvency administrator and were able to secure the Osterrönfeld and Munster locations. In addition, we also acquired the naming rights and the entire inventory. With this takeover, the number of employees has increased to almost 150, making ASMC probably the world's largest army / outdoor online shop.

 
NEW CUSTOMER CARD CONCEPT 2013

The introduction of the free PROCARD for members of the public service such as military, police, fire brigade, THW, etc. was followed in early 2014 by the YOURCARD, which is also free of charge for volunteers in these areas. ASMC expresses its appreciation for these professional groups and supports them with a 15% discount on all purchases made throughout the year.

 
NEW CUSTOMER CARD CONCEPT

The introduction of the free PROCARD for members of the public service such as military, police, fire brigade, THW, etc. was followed in early 2014 by the YOURCARD, which is also free of charge for volunteers in these areas. ASMC expresses its appreciation for these professional groups and supports them with a 15% discount on all purchases made throughout the year.

 

In 2012, the fourth construction phase was completed with an expansion of the receiving department to approx. 700 square meters and the move to the new office space on the upper floor with approx. 70 additional office workplaces. In order to without problems process the increased parcel volume, an additional, automated packing line was set up. It was the first time that the daily parcel output was increased to over 2000 packages in December.

 
MOVE TO THE NEW BUILDING AND MODERNIZATION OF LOGISTICS

In 2012, the fourth construction phase was completed with an expansion of the receiving department to approx. 700 square meters and the move to the new office space on the upper floor with approx. 70 additional office workplaces. In order to without problems process the increased parcel volume, an additional, automated packing line was set up. It was the first time that the daily parcel output was increased to over 2000 packages in December.

 
ASMC TV ADVERTISING SPOT 2012

The first ASMC TV spot was broadcast on DMAX and Sport1 in summer. This year the number of employees has grown to over 110 and the number of customers to over 500,000. To secure future growth, another property with over 16,000 m² was purchased approximately 500 m from the current location.

 
ASMC TV ADVERTISING SPOT

The first ASMC TV spot was broadcast on DMAX and Sport1 in summer. This year the number of employees has grown to over 110 and the number of customers to over 500,000. To secure future growth, another property with over 16,000 m² was purchased approximately 500 m from the current location.

 

Work on the fourth construction phase began in spring. Additional offices and a relocation of the receiving department are planned in a two-story building. In mid-February, our newly designed internet shop went online with a completely revised design, many new functions and a clear, user-friendly structure. Sales grew to over 20 million euros in 2011.

 
3rd EXPANSION

Work on the fourth construction phase began in spring. Additional offices and a relocation of the receiving department are planned in a two-story building. In mid-February, our newly designed internet shop went online with a completely revised design, many new functions and a clear, user-friendly structure. Sales grew to over 20 million euros in 2011.

 
2nd EXPANSION AND GENERATION CHANGE 2010

The start shot for the third construction phase on the approx. 13,000 m² company premises was in July 2010. To ensure sustainable growth and create sufficient storage capacity, two new warehouses with an additional 1,400 m² area were built. Around 2,000 pallet spaces have been available in the new high-bay warehouse since November. In 2010, more than 300,000 catalogs were sent out. In 2010 sales exceeded the 15 million Euro mark and the number of employees including part time workers reached over 90. From the sole proprietorship of ASMC Heinz Borkhard e.K. , the company became ASMC GmbH in summer 2010. With this transformation the generation change also took place. Birk Borkhard, born in 1982 was appointed the managing director of the new company and is responsible for the daily operational business. His extensive experience in mail order and retail ensures future development and his visions guarantee further growth.

 
2nd EXPANSION AND GENERATION CHANGE

The start shot for the third construction phase on the approx. 13,000 m² company premises was in July 2010. To ensure sustainable growth and create sufficient storage capacity, two new warehouses with an additional 1,400 m² area were built. Around 2,000 pallet spaces have been available in the new high-bay warehouse since November. In 2010, more than 300,000 catalogs were sent out. In 2010 sales exceeded the 15 million Euro mark and the number of employees including part time workers reached over 90. From the sole proprietorship of ASMC Heinz Borkhard e.K. , the company became ASMC GmbH in summer 2010. With this transformation the generation change also took place. Birk Borkhard, born in 1982 was appointed the managing director of the new company and is responsible for the daily operational business. His extensive experience in mail order and retail ensures future development and his visions guarantee further growth.

 

The name change from A.S.M.C. to ASMC was accompanied by a change in the logo and a uniform corporate identity. Together with iX-Tech Heinz Borkhard founded asmc.it GmbH in September 2009 in response to the constantly increasing requirements of the online shop. The asmc.it GmbH with its 7 permanent employees has been working exclusively for ASMC since then and ensures that the website is up to date and offers modern and optimal usability. The shop in Saarbrücken-Scheidt moved to the Halberg in the immediate vicinity of the Saarbasar shopping center and offers a customer adapted range of goods on around 400 m².

 
A.S.M.C. BECOMES ASMC THE ADVENTURE

The name change from A.S.M.C. to ASMC was accompanied by a change in the logo and a uniform corporate identity. Together with iX-Tech Heinz Borkhard founded asmc.it GmbH in September 2009 in response to the constantly increasing requirements of the online shop. The asmc.it GmbH with its 7 permanent employees has been working exclusively for ASMC since then and ensures that the website is up to date and offers modern and optimal usability. The shop in Saarbrücken-Scheidt moved to the Halberg in the immediate vicinity of the Saarbasar shopping center and offers a customer adapted range of goods on around 400 m².

 
1st EXPANSION 2008

After only 3 years, both the warehouse and the office space burst at the seams, so that an expansion in Schiffweiler was needed. The number of articles had meanwhile increased to over 20,000, sales reached almost the 10 million Euro mark and the number of employees was already over 50 employees. Construction began in November 2008 and the following summer, the company moved into another 2,000 m² of storage space and 350 m² of office and social rooms. The Army Store moved from the Saar Center to the Kaiserstraße in Saarbrücken city in November.

 
1st EXPANSION

After only 3 years, both the warehouse and the office space burst at the seams, so that an expansion in Schiffweiler was needed. The number of articles had meanwhile increased to over 20,000, sales reached almost the 10 million Euro mark and the number of employees was already over 50 employees. Construction began in November 2008 and the following summer, the company moved into another 2,000 m² of storage space and 350 m² of office and social rooms. The Army Store moved from the Saar Center to the Kaiserstraße in Saarbrücken city in November.

 

2005 was certainly the most difficult year in the company's history. The enormous growth of A.S.M.C. required a significantly larger building. In the meantime, sales had grown to over 3 million Euros and the number of employees to 20. This is why in early 2005 a 13,000 m² plot of land was purchased in Schiffweiler and a 2,000 m² logistics hall including an office wing was built. The move took place after half a year of construction in early October 2005. Before the move, a completely new merchandise management system was introduced that was specially optimized for the needs of the mail order business. In addition, the external service provider iX-Tech from Saarbrücken brought the website up to date with the latest technology. At the same time, a branch store was opened in Hammelburg Germany in September 2005. There A.S.M.C. presents its range in over 600 m².

 
MOVE TO SCHIFFWEILER

2005 was certainly the most difficult year in the company's history. The enormous growth of A.S.M.C. required a significantly larger building. In the meantime, sales had grown to over 3 million Euros and the number of employees to 20. This is why in early 2005 a 13,000 m² plot of land was purchased in Schiffweiler and a 2,000 m² logistics hall including an office wing was built. The move took place after half a year of construction in early October 2005. Before the move, a completely new merchandise management system was introduced that was specially optimized for the needs of the mail order business. In addition, the external service provider iX-Tech from Saarbrücken brought the website up to date with the latest technology. At the same time, a branch store was opened in Hammelburg Germany in September 2005. There A.S.M.C. presents its range in over 600 m².

 
U.S.M.C. BECOMES A.S.M.C. 2000

The vision of a mail order catalog in German, English and French in collaboration with the French and US partners failed due to the different views and market conditions so the ways parted. The new name A.S.M.C., which was registered as a trademark at the German Patent Office, ensured a smooth transition in the mail order business. Finally Heinz Borkhard was able to concentrate individually on the needs of the German market without having to consider the French and American partners. From this point on, the foreign market could also be increasingly targeted. With the change of name, there was also a move to larger premises. In Saarbrücken-Scheidt, the mail order business and the shop were again managed under one roof. The number of employees had risen to 10 permanent employees, the annual turnover was already 2 million DM. In the summer of 2000, Birk Borkhard, son of the company's founder returned to Germany after a one-year stay in the USA and began his training as a wholesale and foreign trade clerk in his parents business. With fresh impressions from the USA, he started the first online shop and laid the foundation for above-average growth.

 
U.S.M.C. BECOMES A.S.M.C.

The vision of a mail order catalog in German, English and French in collaboration with the French and US partners failed due to the different views and market conditions so the ways parted. The new name A.S.M.C., which was registered as a trademark at the German Patent Office, ensured a smooth transition in the mail order business. Finally Heinz Borkhard was able to concentrate individually on the needs of the German market without having to consider the French and American partners. From this point on, the foreign market could also be increasingly targeted. With the change of name, there was also a move to larger premises. In Saarbrücken-Scheidt, the mail order business and the shop were again managed under one roof. The number of employees had risen to 10 permanent employees, the annual turnover was already 2 million DM. In the summer of 2000, Birk Borkhard, son of the company's founder returned to Germany after a one-year stay in the USA and began his training as a wholesale and foreign trade clerk in his parents business. With fresh impressions from the USA, he started the first online shop and laid the foundation for above-average growth.

 

We had a competitor in Saarbrücken. The Army Store, which has been located in the Saar Center for over 25 years, on January 1, 1997 this store was taken over by Heinz Borkhard and managed by his wife and two employees.

 
TAKE OVER THE COMPETITION

We had a competitor in Saarbrücken. The Army Store, which has been located in the Saar Center for over 25 years, on January 1, 1997 this store was taken over by Heinz Borkhard and managed by his wife and two employees.

 
EXPANSION OF SHIPPING 1996

The rapid positive development of the mail order business in Germany required an increase in storage and office capacities. Therefore, the shipping area which had been on the same shop premises until then was relocated. This in turn resulted in the team being able to deal more intensively with the growing demands of the mail order business. The mail order sales had already far exceeded the store sales and in 1996 it was already by 700,000 DM. The number of employees also rose steadily. In 1996, 7 permanent employees and various part time workers were employed.

 
EXPANSION OF SHIPPING

The rapid positive development of the mail order business in Germany required an increase in storage and office capacities. Therefore, the shipping area which had been on the same shop premises until then was relocated. This in turn resulted in the team being able to deal more intensively with the growing demands of the mail order business. The mail order sales had already far exceeded the store sales and in 1996 it was already by 700,000 DM. The number of employees also rose steadily. In 1996, 7 permanent employees and various part time workers were employed.

 

In cooperation with the French partner U.S.M.C. Heinz Borkhard started mail order in Germany. With a 76-page color catalog, which was published twice a year, the company presented an American-style range of products for the army and leisure / outdoor sectors.

 
START OF MAIL ORDER SHIPPING

In cooperation with the French partner U.S.M.C. Heinz Borkhard started mail order in Germany. With a 76-page color catalog, which was published twice a year, the company presented an American-style range of products for the army and leisure / outdoor sectors.

 
FOUNDING OF THE COMPANY 1989

Strengthened by his extensive experience as a sales manager in the wholesale of army and leisure items, Heinz Borkhard decided to start his own company. Together with his wife, he opened a shop in Saarbrücken under the name "US Warehouse" with a focus on German Bundeswehr and US Army articles as well as Western / Cowboy products and "American Football" articles.

 
FOUNDING OF THE COMPANY

Strengthened by his extensive experience as a sales manager in the wholesale of army and leisure items, Heinz Borkhard decided to start his own company. Together with his wife, he opened a shop in Saarbrücken under the name "US Warehouse" with a focus on German Bundeswehr and US Army articles as well as Western / Cowboy products and "American Football" articles.

 
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