The men’s specialist Baldessarini is building on bricks-and-mortar retail and has big plans for the next few years: more pop-ups, mono-stores and modernized sales areas.
It was only in March that the brand, which belongs to the Herford-based clothing group Ahlers AG, launched a pop-up offensive in Germany with a shop-in-shop road tour at fashion retailers such as Peek & Cloppenburg. For some, this tour went way too fast, so they asked the brand for an extension, Florian Wortmann told FashionUnited. The Baldessarini managing director was also able to partially fulfill this wish.
Others will have to wait for the next round as the pop-ups are set to continue with the fall/winter collection. Two concepts are then planned for spring/summer: the seasonal theme, which bears the name “Baldessarini Golf Club” and at which Pitti Uomo will be presented with a fashion show, and the recently presented ready-to-wear capsule White Collection.
Baldessarini moves to the Ku’damm
The previous Baldessairin locations are also getting an update. Baldessarini is remodeling the sales area in the Berlin luxury department store KaDeWe this year with a new store concept. Next year it will also come to the Alsterhaus, the Hamburg location of the KaDeWe Group.
The brand also relies on the Ku’damm, where KaDeWe is located, when it comes to monostores. Together with the operating partner, Baldessarini is moving from Quartier 206 to the popular shopping street. According to the Baldessarini boss, the store with a sales area of 130 square meters is scheduled to open between August and September.
In the next three years, the brand also plans to open “two or three of its own stores in Germany” and to implement other outlet concepts, of which there are currently three in Germany and one in Parndorf, Austria. But Baldessarini has also toyed with the idea of opening a store outside of the domestic DACH market, says Wortmann. And what better way to do that than the so-called ’17. Federal State’? However, Baldessarini will probably not open on the popular holiday island of Mallorca for the time being.
“We actually considered opening a store in Mallorca, then we would have Berlin and Palma. But then you have to think: are you going to a city where you earn money or are you doing marketing?” Wortmann said in the FashionUnited interview.