In mid-January, Steilmann started with the first order date. The goods have been available in stores since July. The re -entry has proven to be a strategic step, a company spokeswoman told fashionunited.
Steilmann with 300 sales points back in the trade
The start in northern Germany was particularly good, where Steilmann was able to win the fashion retailer Holtex as a new customer, which claims to operate seven locations. In addition, the brand is also happy about the cooperation with V-Markt in Bavaria, which started directly with Steilmann’s shop concept.
The brand is available in total at around 300 sales points, including around 220 in Germany, 40 in Belgium, 30 in Austria and 10 in Switzerland. The brand focuses on these four markets.
The Knitwear and Hosen product groups were ordered strongly at the first appointment, according to the spokeswoman. The dealers would have been particularly positive: the inside of the price locations, which are around 20 to 30 percent below the level of comparable competitors: inside. They move at 19.99 to 39.99 euros for tops and shirts, 39.99 to 79.99 euros for cardigans and 39.99 to 69.99 euros for pants.
“The first round of order has confirmed the potential of the brand and also delivered concrete approaches for optimization and growth.” Early communication with dealers: on the inside.
Steilmann wants to strengthen visual productions
For the next round, the brand is increasingly relating to visual productions such as Lookbooks, Mood videos and “clear themed worlds” at the point-of-sale, which are intended to further sharpen the brand image and support the sale.
This goes hand in hand with the revision of the brand identity, which Steilmann implemented under the direction of Brand Manager Gero Ebbinghaus. This includes a modernized logo, a fresh visual language and the clear stylistic line of the collection, the brand said. Steilmann describes her collection as stylish, versatile and timeless and stands out wide with sizes of 34 to 48.
“Our customers live actively, are demanding and ageless in their style,” said Ebbinghaus. “For them, we design fashion that not only follows trends, but also underlines personality and reliably accompanies them.”
Ebbinghaus and his team develop and design the collections in Germany. He is supported by sales manager Corinna Sebald in the management of the brand.
Behind Steilmann is the Röther Group, which includes retailers Modepark Röther and Adler as well as the Baldessarini, Otto Kern and Pierre Cardin brands. Röther acquired the Steilmann rights with the takeover of Adler Modemarkt AG a year ago.