Opening a business is a challenge – and an exciting opportunity at the same time. Haya Saab, manager of the new CALIDA store in Überseequartier Hamburg, gives insights into the teamwork and the preparations for the launch in an exclusive interview. She shows that the first career path does not always have to be the final one. With her combination of fashion affinity, management experience and technical expertise, she is ideally equipped to keep the Swiss lingerie brand on the road to success. Open communication and a responsible approach to the environment – both central values of CALIDA – are of crucial importance to them.
From IT to the fashion industry
Haya’s professional career began in the Syrian IT industry, but her passion for fashion led her to Germany in 2016, where she took a completely new direction. She found her calling in fashion retail at the Austrian textile manufacturer Wolford. “I was lucky enough to be accepted into a very nice team, which certainly contributed to my feeling so comfortable in this industry,” remembers Haya.
Her hard work and commitment did not go unnoticed: in 2021 she was voted the best employee at Wolford – a remarkable achievement in a company with over 40 branches. This award testifies not only to their professional competence, but also to their ability to constantly develop and actively advance their careers. The experience she gained ultimately led her to her position as store manager at CALIDA, where she now incorporates her specialist knowledge and passion into the design of the new store.
Customer proximity and understanding of the target groups in Überseequartier
The new CALIDA store in Überseequartier will open its doors at the end of March 2025 – a project that Haya is tackling with enthusiasm and clear plans. On a sales area of around 44 square meters, including changing rooms, it creates an atmosphere that reflects the brand philosophy. “Building and training a new team is crucial,” she explains. “All employees should live the CALIDA brand and pass on our values such as quality and sustainability to customers.” The focus is on selecting the right personnel and creating positive team dynamics.
Hamburg’s Überseequartier is an up-and-coming location that attracts both tourists and locals. “The exposed location directly on the Elbe and near the cruise terminals offers us the opportunity to establish CALIDA as a leading brand. It is essential to understand the local target group precisely and adapt our sales strategy accordingly,” explains Haya. Managing the store also offers them the opportunity to further develop their leadership and organizational skills.
In the modern retail landscape, it’s not just the product that matters, but the entire shopping experience. “Well-trained staff who respond to customers in a friendly and attentive manner is the key to success,” emphasizes Haya. Their goal is to leave a lasting impression through personalized service and carefully crafted store design. The overall concept is rounded off by a creative window design and a minimalist but inviting interior design, which makes the store a special attraction for those interested in fashion.
Everyday work at CALIDA – ‘Quality in Every Moment’
Everyday work in the CALIDA store is characterized by a structured process. Haya describes the atmosphere as open, fair and collegial: “I find the collaboration with the employees to be very professional. Dedicated work is rewarded and there are many incentives.” This philosophy is reflected in daily operations, where all employees are encouraged to contribute their talents and embody the brand together. Haya herself also exemplifies it – both professionally and privately.
In her free time she finds balance through sporting activities and being close to nature. “I exercise regularly and really appreciate being in nature,” says Haya. This connection to the environment strengthens their belief that sustainability – a core value at CALIDA – plays a crucial role in both the handling of the products and in daily business operations. “Sustainability is an important topic in the branch. This starts with separating waste from packaging materials and educating customers about the high-quality, natural materials.”
The combination of clear processes, a constructive work culture and the integration of sustainability makes working at CALIDA a fulfilling and future-oriented experience for the entire team. The motto “Quality in Every Moment” accompanies Haya in her everyday professional life and beyond: “It’s about being conscious and attentive in every moment in order to get the best out of the situation.”
Setting off into a successful future
Haya shows how a passion for fashion combined with hard work and dedication can lead to a successful career. Their commitment to CALIDA and the clear store visions in Überseequartier leave no doubt that the new location will be a successful project. “Together we will build the store and further strengthen the brand in Hamburg.” With a clear focus on quality, customer satisfaction and teamwork, Haya promises an enriching future at CALIDA – for her employees as well as for customers.