Strenesse is in the starting blocks for a comeback.
After the German luxury brand ceased operations at the end of 2020 due to Corona, a new majority owner wants to revive it, Strenesse announced on Wednesday. At the end of August, Brand House Production GmbH secured all trademark rights for Strenesse, which were previously owned by the Swiss H2P AG. It was agreed not to disclose the terms of the takeover.
The new majority owner is Marcus Sayn-Wittgenstein, the CEO and founder of the Munich company. He holds around three quarters of the shares. The rest are with Mariella Baroness von Essen, who wants to remain in the background as a partner. Sayn-Wittgenstein was most recently involved in the production of corporate wear in Moscow, among other things.
“I am very much looking forward to the task and am convinced that we can lead Strenesse to new successes,” said Sayn-Wittgenstein, who wants to use the spirit from the time before the last bankruptcy to make Strenesse a flagship German and international label Premium and designer segments. “The appeal of the brand and brand awareness are still high. We know that we are competing in difficult economic conditions, but we have a vision for the brand, a clear concept of how to adapt it to the times, and we have the financial strength to do so.”
Restart at Strenesse
For the restart, the new majority owner is receiving support from a team of around 20 people. This includes the creative director Mirko Borsche, who is responsible for the brand appearance, image and the collection with his creative studio Bureau Borsche. He is a graphic designer and, as an art director, designs, among other things, Zeit magazine. He has also been responsible for campaigns such as those for the US sportswear company Nike and the technology group Apple, and has implemented a wide range of collaborations with brands such as Balenciaga, Givenchy, Supreme, Palm Angels, Kitsuné and Telfar.
Noro Hoferer and Eric Teckemeyer are now responsible for brand positioning and distribution. Hoferer is an old friend of the brand. He accompanied them through the last bankruptcy until the former Strenesse New GmbH stopped operations. He also established contact with the former trademark owner and with Borsche.
“With Mirko we can break new ground. It’s great that we were able to win him over to our cause. Strenesse does have a strong heritage, but we will completely turn it around with the current team and bring it into modern times,” said Hoferer.
Younger, more modern and contemporary
In the future, Strenesse wants to position itself with appropriate price ranges at the interface between high-quality contemporary and new luxury segments in the area of collections such as Khaite, Helmut Lang and Acne Studios, according to the statement. The look should be younger, more modern and contemporary than before. “Theoretically, there is nothing that cannot be done with Strenesse,” says Borsche. “The new approach will be more gender-neutral, but quality and sustainability will again play a major role.”
For sales, big names such as KaDeWe Group, Breuninger, Lodenfrey and Mytheresa are currently on the brand’s wish list in its home market. The plan is initially to talk to around ten dealers in Germany and around 30 partners internationally. There should also be a big focus on direct sales, in which your own online shop should play an important role.
In a later step there will also be licenses for shoes, bags, fragrances and other products. The second line Strenesse Blue will also be brought back to the market through licenses in all areas. The company is currently in negotiations with the respective partners about the licenses
The first glimpse of the brand’s re-launch will be in January. The first collection will then be presented, which is scheduled for delivery as the start of the fall season in May 2024. In the future, Strenesse will concentrate on small, compact, focused collections with a “clear message,” according to the statement. Additionally, collaborations and drops are also planned.
The majority of production will take place in Europe, with some work being done with former partner companies. Strenesse GmbH, based in Munich, is currently being set up for operational business.
Background to Strenesse: