04651/ A trip in a bag was born from the idea of creating a menswear brand that delivers quality at a reasonable price. The label’s design is characterized by Hanseatic understatement and is intended to “bring Nordic flair into the urban environment”. Since it was founded in 2016, the label has grown well – also internationally.
The name of the label – a trip in your pocket – is a reference to Sylt, also known to tourists as “the island”, which is often visited for weekend trips. 04651 is the area code for the holiday island. For example, summer cashmere and seersucker are used in the summer 2022 collection. Both fabrics are hardly prone to creasing, easy to care for and still soft and are therefore ideal for holiday wardrobe and to transport in a weekender.
“We were looking for a good, sophisticated sportswear brand at a reasonable price that is not too widely distributed and of high quality,” says Managing Director Lars Braun, who also runs the men’s outfitter Braun Hamburg. “Unfortunately, searching the market was unsuccessful, so we decided to do it ourselves. We have remained true to this DNA to this day.”
The connection to men’s outfitters Braun
04651/ A trip in a bag belongs to the Hamburg fashion retailer Braun. Braun was founded in 1933, back then as a clothing store for men with high standards. Over the years, a second and third point of sale was added in the Hanseatic city, and an online shop followed as part of the expansion. The business is still owner-managed to this day. Managing Director Lars Braun is the grandson of the founder.
Despite everything, Braun does not see the brand 04651/ A trip in a bag as the fashion house’s own brand, but as an independent label. However, the expertise that Braun has as a multi-brand retailer pays off: the fashion retailer’s experience flows into the product development for 04651/ A trip in a bag. From day-to-day business, he knows what men are looking for – which product categories, fits and price ranges.
On course for expansion
The 04651/ A trip in a bag collection includes around 120 styles, designed in Hamburg and manufactured in Portugal and Italy. Cashmere and knit styles sell best, but trousers are also popular, Braun tells FashionUnited.
“We believe that in addition to the product itself, it is also the story and the origin of the brand that convinces many customers. Today the collection is so large that it can be interpreted individually.” The collection can be bought by fashion retailers from “high fashion to classic” and in different price ranges. The prices range from a T-shirt for 69.50 euros to a down parka for 899.00 euros.
04651/ currently has around 120 sales outlets – mainly in Germany and Austria, but also increasingly in the Netherlands. The United States is also an important market, as the company has been represented there since the beginning of the brand’s history in 2016.
Managing Director Braun sees many reasons for the fast and steady growth: “We offer the retailer a great product with a good price/performance ratio and a great calculation.” A selected distribution and a certain commercial appearance also contribute to this. However, Braun sees the magic formula in a “super service” that recognizes and serves the needs of retailers.
Exploring new waters
In the future, the expansion is to be pushed further, especially in the Asian region. Experienced employees who are familiar with the respective foreign markets and can assess the special needs are an important factor, according to Braun. “After Europe and the American market, Asia is also in focus – a completely new, exciting market for us. With needs of their own.”
The label does not yet have its own stores – but it is already on the lookout for opportunities. Braun: “Of course, Sylt would have top priority.” Sustainability should also play a greater role in the future, with short transport routes and sustainable materials being the focus of this project.
Points of sale: In the 04651/ online shop, in the Braun shops in Hamburg’s Mönckebergstraße, in Speersort and in the Kaisergalerie, as well as in Braun’s online shop; also numerous trading partners in Germany, Austria, the Netherlands and other countries.
Price category: 69.50 euros to 899.00 euros
Number of employees: 15