Adler Modemärkte AG has realigned its product range and is relying more on third-party brands.
Adler’s parent company, Zeitfracht, intends to further expand the area of third-party brands in the future, Adler announced on Monday. Brands such as S.Oliver, Schiesser, Gerry Weber and Mustang are currently part of the range. Denim label Mustang announced in early January that it would no longer be represented by clothing retailer C&A from next year. At Adler, third-party brands currently account for 32 percent of sales. The area is expected to grow by up to 40 percent.
“For our growth strategy after the economically very difficult year 2021, we are now clearly focusing on a new variety of brands and, in addition to our third-party brands, we will also integrate other products with well-known brand names into our range in the coming weeks and months,” said Karsten Odemann, CEO of Eagle.
Adler introduces new brand
In the case of own brands, on the other hand, the range will be streamlined. For women, the fashion provider relies on Steilmann, Choice, My Own and Via Cortesa Woman. Other own brands that will remain are Bexleys, Eagle and Via Cortesa Men. Adler will also become its own brand in the summer, which will be active in the areas of underwear, blouses, skirts and trousers.
In addition to fashion, Adler is also focusing more on additional business with media and electronics. It is planned that the area will account for ten percent of sales in the medium term.
“Together with the upgrade of our offer in the branches and the expansion of new service components such as our DPD Pickup Shops, the Adler Cafés or new product areas such as media and electronics, we are becoming even more attractive for an extended group of customers,” says Odemann.