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Exclusive: Ludwig Reiter opens first London store

Austrian footwear brand Ludwig Reiter has opened a store in London, its first wholly-owned store outside of a German-speaking country.

The 645 sq ft, located on Brook Street, between Bond Street and Hanover Square, which opened on November 30, is the brand’s 17th own store and features both women’s and men’s footwear and leather accessories collections.

The London store follows the same format as Ludwig Reiter’s others, and includes vintage leather furniture mixed with industrial style fixtures and fittings.

Customers can also purchase made-to-order footwear in a range of different leathers and colours at the new premises. These are then manufactured in the brand’s factory in Vienna and will be ready to collect within six-to-eight weeks.

Chief executive Till Reiter told Drapers: “Having a store in London gives the brand credibility and raises brand awareness, as well as showcasing the full line, which we can’t do via our wholesale stockists.”

The brand is already sold in the UK via selected wholesale stockists including Trunk Clothiers in Marylebone.

Readers' comments (3)

  • Thierry BAYLE

    We agree that this own store allows the Brand to showcase its entire collection, raise brand awareness and also create the Ludwig Reiter shopping exprience.
    What we see when we work with Brands on the Open To Buy plan, is a strong focus on showcasing the whole collection but forgetting the need to make it a profitable store.*
    As a Brand, is the priority making the store a profitable store or is it to display your collection?
    Is that the reason why we have seen many mono brand shops closing during the current economic climate?

    globalfashionmanagement / management one

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  • Thierry BAYLE

    Forgot to say and explain the " * "

    We all understand the possiblity to see a loss making store being part of the marketing budget.
    The danger is that when the economy is bad, turning around a loss making operation when some of the basic retail rules are not known or not applied will take time. Will there be enough cash flow to support the change?


    PS Key issues noted: lack of freshness in the store and not fully understanding the product classification structure

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  • Thierry BAYLE

    A little story -
    I remember somobody working with an EPOS company and telling me :
    They have bought a Rolls Royce (ie an expensive epos system with many functionalities) but they are still lin first gear!
    Some brands are far from looking at the right reports to drive more profitable sales.

    Thierry B.

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