The Oldenburg streetwear brand Reternity has a lot planned for 2024. The first physical flagship and the start of the wholesale business are planned.
After a year and a half of preparation, the company, which was founded in 2018 by Lauren Riedel and Tom Schmidt as a direct-to-consumer label (D2C label), is starting its first real order round for retail next week with the FW24 collection.
Reternity GmbH is supported in sales by the Velbert-based Sunshine Agency, which is active in Germany, Austria and Switzerland (DACH) under the leadership of founder Felix Sonnenschein. Globally, the brand works with the Italian agency Marcona3, which presents it in its showrooms in Paris and Milan.
Reternity has already won over big names such as the Zurich department store and the German streetwear retailer BSTN, Riedel told FashionUnited. “We are also looking forward to the order phase with great confidence and are very sure that we can win additional important and international partners,” the CEO continued.
Around six to seven collections should be delivered to retailers every year. In addition to the seasonal spring/summer and autumn/winter collections, there will also be an additional summer collection, “Essential”, a ‘Creative Department’ range as well as extras in the form of bags and other accessories.
Prices range between 74.90 euros for a T-shirt and 299.90 euros for a winter jacket.
Own store in Hamburg
In addition to launching in wholesale, the brand is also planning to open its first store as an additional sales channel. This is scheduled to open in the middle of the year in downtown Hamburg “near the Rathausmarkt in a prime location”. In a sales area of around 100 square meters, in addition to the collections that are also available wholesale, additional D2C collections that are otherwise only available in the company’s own online shop will be offered.
The store is also a “flagship and creative meeting point” for the brand, says Riedel. Further stores in Germany and internationally are to follow “in the near future”.
