CEO interview
January remains difficult, especially for stationary retail, which is also confirmed by the shirt specialist Seidensticker. Nevertheless, the Bielefeld company is looking positively at the year and expects the situation to stabilize, says Silvia Bentzinger
At the Pitti Uomo men’s fashion trade fair, the CEO provides insights into the strategy for 2026, which markets are in focus and which processes need to be further optimized. She also reveals that she still sees potential for the channel in womenswear, even after the wholesale withdrawal, and what a return could look like.
How was the first month of the new year for you?
We clearly noticed a reduction in stationary retail. But we already know this from previous years. Weather conditions, including black ice warnings, also contribute to this, as do increasing expenses during the Christmas period, which experience shows then force a cost brake in January. Accordingly, January was a little more difficult this year too.
Have your trading partners also expressed this?
In all the conversations I’ve had so far, it’s clear: January was very challenging for many retailers. However, based on experience, we assume that these are postponements and that the situation will stabilize again as the year progresses.
What about the other channels?
We continue to record very stable growth in e-commerce – online trading is still an important sales channel for us. We are also very satisfied with the development in wholesale.
At the same time, we are specifically expanding our range to include additional products such as our knitted and knitted collection. The Studio Seidensticker line also ensures that the target group is expanded with its very own focus. The core business is and remains the business shirt, but we are still specifically expanding our range and gradually strengthening our position in the market.
Your fiscal year doesn’t end until April. How did the 2025 calendar year go for you?
Overall stable, we are satisfied. There are differences within the channels – but we are on track across all areas. We expect conservative, single-digit growth for the current financial year.
Aside from the classic shirt, which pieces are currently particularly driving sales?
In general, knitwear is an important growth area for us. In summer we see ideal additions in polos, light merino fabrics and T-shirts. In the autumn/winter season we also focus on sweaters, overshirts and casual shirts, which expand our classic shirt range.
What does direct sales of women’s fashion look like?
Our strongest product is still the blouse. At the same time, the range is successfully supplemented with dresses. In e-commerce we also see that our ‘Lookgood’ range accounts for almost a third of sales. The total look and suits in particular are in high demand.
You have withdrawn from the wholesale business with womenswear. Will it stay that way?
Of course, we still see potential here – but a return should be done carefully. A test run with a mini collection with selected wholesale partners, for example. However, I cannot give concrete details about strategy and planning for a possible return at this point.
At Studio you have strengthened your wholesale ambitions with the new sales partner in Düsseldorf.
We continue to position Studio as our young contemporary line, which is sold through selected, urban and contemporary retailers. In the future, we particularly want to further promote internationalization – we are already well on the way here.
Who do you want to reach with an international trade fair like Pitti Uomo?
Here we meet both our most important German customers and numerous international partners. In addition to many European customers, there are also visitors from overseas, such as the USA, Canada and Japan. This offers a very good opportunity to maintain existing contacts and at the same time gain new customers.
In which markets do you want to grow further?
A clear focus of growth for us is in the USA, where we are still underrepresented and see great potential. In addition, Scandinavia as well as Belgium, Luxembourg and the Netherlands are among our strategically relevant target markets.
Which topics from last year will continue to concern you in 2026?
A central issue for us remains the pressure from old inventory, which we actively manage on an ongoing basis. We are currently very satisfied with our delivery processes – we are well positioned here. After the logistics move last year, there were some teething problems, but we were able to solve them quickly. Both logistics and our supply chain are now running stable with our own production facilities.
At the same time, we are constantly working on further optimizing internal processes and staying close to customers in order to identify their needs at an early stage.
Which processes are you currently particularly trying to optimize?
Merchandise control remains a key issue, particularly in our own channels. In merchandise controlling, we analyze very precisely which products are in demand, where adjustments are necessary and which items may need to be replaced. Together with our trading partners, we work to manage goods optimally and in line with needs.
In conclusion. What is your favorite piece from the current collection?
My favorite piece is actually always the white shirt – regardless of whether it is interpreted in a classic or modern way. That always works!
