Starting next season, Select Studio will represent the Dutch label Knit-ted in the German and Austrian markets. The agency, based in Munich and Düsseldorf, has been an established player in the premium and luxury segment for years and enjoys great trust from both brands and retail partners. The fact that Knit-ted is now part of the portfolio is the result of a carefully conducted dialogue and a shared vision for the further development of the brand – a strategically and culturally harmonious step.
To gain a deeper understanding of this partnership, FashionUnited spoke to Bernard Weise, CEO and Founder, and his wife and partner Susann Nuru-Waage, Managing Director and Co-Owner of Select Studio, about the background to the collaboration and why Knit-ted fits ideally into their curated portfolio.
Curated brand management
The founding duo behind Select Studio is a combination of two personalities whose experience could hardly be more diverse. Libra worked internationally for many years in sales, brand development and the strategic development of premium and luxury labels. His extensive network, combined with strong product range and market expertise, is still a central part of the agency’s work today. Nuru-Libra, on the other hand, comes from communications and the international fashion business. The mix of analytical sharpness, deep product understanding and a people-oriented attitude significantly defines Select Studio’s identity. “You have to do more than just bring goods from A to B,” says the co-founder. “We believe in long-term partnerships, in honest conversations and in positioning brands in such a way that they can take a stand and be economically successful at the same time.”
Select Studio deliberately does not see itself as a classic trading agency, but as a selective multi-brand house that builds up labels, supports them and strategically anchors them in the market. “We are not just a showroom,” emphasizes Schwimmbad. “We are more of a miniature department store in which each brand is curated and belongs in a harmonious overall picture.” What is crucial is the intensive, continuous exchange with stores, customers and the brands themselves. “We don’t just want to sell, we want to connect.”
Knit-ted: Modern calm, clear identity and consistency
The contact with Knit-ted arose from the Dutch label’s desire to expand the German market in a more structured and long-term manner with a suitable partner. After the first discussions, it became clear that values, working methods and brand understanding are closely related. “Knit-ted stands for warmth, for a certain softness in fashion – emotionally and aesthetically,” describes Nuru-Waage. The decisive factors for her were the reliability of the collections, the noticeable authenticity and the clear commitment to a consistent image.
Germany is considered a market with a great affinity for high-quality essentials: clear, modern, wearable collections that rely on quality and materiality. The label fulfills this need almost ideally. “The style appeals to customers who consciously choose high-quality basics, appreciate the calmness of design and value materiality,” say the duo. “The product speaks for itself, and that is exactly what has become rare today.”
Careful market expansion with a long-term perspective
For Select Studio, the goal is not to distribute the label widely as quickly as possible, but rather to position it in a targeted and sustainable manner. “We don’t build brands by distributing them in an inflationary manner,” emphasizes Schwimmbad. “Knit-ted should appear where it is understood: in curated concept stores, relevant department stores and at retailers who live contemporary premium.” Both see particularly great potential in the categories that define Knit-ted: signature knitwear, everyday essentials and high-quality jersey programs; Product types that integrate seamlessly into existing premium wardrobes and at the same time offer recognition. It is important that Knit-ted is not perceived as a trendy brand, but rather as a consistent player in the premium segment.
The partnership is based on shared values: authenticity, long-termism and the common goal of not only distributing brands, but also developing them and making them visible. “We want to position the label in the German and Austrian markets with calm, clarity and conviction,” says Nuru-Waage. What excites you personally about working together? “The professionalism, the warmth and the shared goal of creating something relevant and lasting.”
For Knit-ted, the cooperation marks a new step in Germany and Austria that is strategically sound and at the same time emotionally driven. “We don’t just want to sell Knit-ted,” summarize the creative minds behind Select Studio. “We want to connect the brand, with people, with retailers, with relevant consumers. And we are really looking forward to taking this path together.”