From a social media-shaped influencer brand to an independently perceived fashion brand? The Karo Kauer label has covered this path since its foundation in 2020. What was initially strongly shaped by the personality and reach of the founder of the same name has increasingly developed into an independent brand in recent years.
After it was shaped by declines of sales in 2024, the label based in Eislingen wants to rely on slimmer structures in the future and focus more on its core competencies. An important step is to collaboration with the Düsseldorf sales agency Ben &, which should bring fresh impulses to sales and open up new market potential.
In the interview, Kauer talks about how the current financial year has developed so far, what expectations they are based on the new sales partnership and in which areas they see the greatest opportunities for the brand in the coming months.
How does the current financial year run?
In sales, we are five percent below the previous year in 2024, but we meet the defined sales goals. Specifically, we were able to increase our wholesale turnover by one percent in the first three quarters.
After a difficult financial year 2024, we wanted to focus on optimizing internal structures for 2025 to make the company fit for the future.
They just addressed the optimization of internal structures. With Ben & you recently brought a new sales partner on board. What was the rash for this step?
One of the strongest learning from recent years was to concentrate on the core competencies and to minimize complexity. After a few discussions, also with other solutions, we are now relying on the agency’s know-how and network.
How does this change your sales structure-and which channels are now more in focus, e-commerce, wholesale or inpatient trade?
Since we have also played the three channels mentioned in the past, nothing fundamental will change in the structure. Since we now have the Wholesale area outsourct, there is more capacity for our own store in Eislingen. With a better customer experience, we want to continue to be a contact point for our customers: inside.
With the cooperation with Ben & we are now excited to see how we can further expand the business-to-business sales.
You have already realized pop-up concepts. Are there any plans for other own stores?
Through the experience from recent years, we want to concentrate on our core competencies, including the Eislinger Store, and therefore do not plan any further location. We had rented and expanded a store in the new Westfield center in Hamburg. The decision was made by postponed opening dates not to open the store.
However, this year we run the Karo Kauer Tour for the third time. Here we open a sales place at 15 locations in 18 days and offer customers: inside and fans an inpatient shopping experience from the Karo Kauer Label.
In which markets do you currently see the greatest potential for the label? Are there international ambitions?
We currently see the label in the DACH region the most because the connection to me can best be used via social media. At a later point in time you could think about further expansions, but there are currently no plans.
What feedback do you currently get from the trade to the new collection?
The new collection was very well received at the kick-off event in Düsseldorf. Cooperation with new customers: inside will continue to extend over time after our qualities have convinced. Since we have to adapt internal processes to the order rhythm of Ben &, we have not yet shown all parts as sample.
Which range areas are currently working the most and where do you still see expansion potential or the need for optimization?
We are very strong in T-shirts and hoodies, as well as jeans. In addition, our statement pieces always work independently of the product category. In the future, this is to be translated into ‘Never Out of Stock’ article by individual collections.
Are there any specific learning from the past that you have implemented in the current collections?
We have reduced the length of a few parts somewhat and react to the sales of the recent past. The Cropped shirts have proven themselves here. We also offered our cut-out jeans in various washes.
How does community feedback still flow into the collections today-or do you now rely more on analytics and sales data?
The findings from a variety of evaluations and tests lead to the products of our collections. We are very important to us: internal bond, which is why we always integrate our community into actions.
For example, there are three on the Karo Kauer Tour, from followers: T-shirts designed inside. Here the visitors can coordinate: inside which of the designs is to be produced.
Is the label perceived detached by you – for example in retail or new customers: inside?
Evaluations have shown that there is already a buyer – I independent – buyer: Innngruppe. Of course, this has to be expanded further. This can be achieved, among other things, by brand presence in department stores, boutiques and in stores.
How has your community changed in the past one to two years? Do you feel a change in buying behavior?
We have a lot of long -time known: inside, which is why we stick to our orientation. However, the cuts change again and again to be able to offer the customer: inside new products. Here we take the feedback from the customer: inside to heart and react accordingly.
And finally: where do you want to see the label in late 2025?
We think in the long term and want to further expand the brand awareness in the coming years. We remain loyal to the origin of offering oversize cuts and will also be perceived in this way.
This interview was carried out in writing.