After her wholesale comeback, Steilmann is continuing to expand her sales structures. After the brand returned to wholesale for the fall/winter 2025 season, the company is now investing more heavily in sales teams, showrooms and additional retail space concepts, the German fashion brand announced on Friday.
According to the company, the focus of the expansion is particularly on increasing personnel in sales. The aim is to operate closer to the sales areas and to provide more intensive support to both specialist retailers and key account partners.
“Expanding our personal contact points is a central success factor for us,” explains Brand Manager Gero Ebbinghaus. Particularly in the wholesale business, being able to experience the collections directly enables better order decisions and sustainably strengthens cooperation with trading partners.
Sales manager Corinna Sebald, who took over sales management at the relaunch at the beginning of 2025, also sees the expansion of sales structures as an important lever for the further development of the brand. The company sees the current market requirements as an opportunity to expand its own market position in the long term.
At the same time, Steilmann is expanding its physical sales points. New showrooms are being built in Hall 29 in Düsseldorf and in the Fashion Mall Munich. According to the company, another location in Hamburg is already being planned.
But the expansion not only includes sales, but also the brand’s stationary presence. While Steilmann spoke of around 300 sales points in Germany, Austria, Belgium and Switzerland in the summer of 2025, the number is now around 400 points of sale in German specialist retailers and in strategically important key accounts. New additions include placements with retail partners such as Wöhrl, Holtex and Braun Modehaus Moers. The brand was also able to open up additional shop space in the area around the V markets.
According to Sebald, the brand will serve different retailer structures, from large fashion houses to regional specialist retail partners. “At a time when customers are looking closely at the price-performance ratio, we deliver the right concept for every sales area,” says the sales manager.
The company attributes the company’s current positive development to, among other things, its commercial orientation and pricing strategy. When relaunching wholesale, Steilmann had already emphasized that the collections would be positioned around 20 to 35 percent below comparable competitors. Knitwear and trousers in particular were in high demand in the first rounds of orders.