The Herford fashion company Brax goes on tour and brings its brand world to six German cities and to Vienna. From September 15th to October 5, 2025, a mobile shop will take seven cities from Vienna via Düsseldorf, Bielefeld, Braunschweig, Berlin and Hamburg to Sylt. The company wants to “break new ground” in order to create closeness to the client: to address new target groups and “emotionally charging” the brand.
“The aim is to make the Brax brand even more tangible. We want to draw attention to new target groups, get in touch with them on site and inspire you for our brand. The roadshow is part of our comprehensive branding measures and an investment in the further development of the brand,” comments Brax Managing Director Marc Freyberg in a message.
Brax wants to build closeness to the customer
What does visitors expect: inside in the mobile “Cube”, which will be “in central places in the middle of the city”? In addition to the brand’s fashion, there are various actions such as a wheel of fortune and a liquorice tasting. A photo box with a mirror effect invites you to share photos on social media – there is also an incentive.
In the past Brax branches in the roadshow cities, there will be corresponding offers that extend the roadshow to retail.
Brax had recently started rebranding to address a younger target group. The revision of the brand appearance, which also includes the planned roadshow, is an essential part of the growth strategy of the casualwear brand.
The tour stops at an overview:
- 15.-16. September: Vienna, Museumsplatz
- September 19: DüsseldorfSchadowplatz
- September 20: Bielefeld, Jahnplatz
- September 22: Braunschweig, Kohlmarkt
- September 23: Berlin, Mall of Berlin
- September 24: Hamburg Westfield Überseequartier
- September 26 – October 5: Sylt, Promenade, as part of the Windsurf WorldCups