How a German Company Turned the Louvre Heist into Marketing Gold

In a bizarre twist following the dramatic Louvre heist, a German company named Boecker — which manufactured the furniture hoist used by the thieves — has capitalized on the incident to promote its product.

Boecker, based near Dortmund, shared a tongue-in-cheek social media post featuring a photo of its mounted truck outside the Paris museum with the caption: “When you need to get going again quickly.”

The hoist, called the Agilo, can transport up to 400 kilograms and operates “as quiet as a whisper.”

According to managing director Alexander Boecke, the device had been sold years ago to a French customer who rents such equipment across Paris.

However, the thieves allegedly stole the machine during a demonstration, removed the company’s branding, and replaced the license plates.

Watching coverage of the heist, Boecke and his wife immediately recognized their equipment and decided to lean into the publicity, calling it “an opportunity” to showcase their brand — while clarifying that the crime itself was “absolutely reprehensible.”

The Louvre robbery, executed in just seven minutes, saw the thieves escape with eight priceless jewels, including an emerald-and-diamond necklace given by Napoleon I to Empress Marie-Louise and a diamond-studded diadem once owned by Empress Eugénie.