German menswear brand Bäumler is on track to hit sales of £16m next year, less than 12 months after it was rescued from administration by menswear entrepreneur Simon Berwin.
Berwin, who is managing director of menswear supplier Berwin & Berwin and who rescued Bäumler last November in partnership with the brand’s UK agent, Jason Gerrard, said sales were set to reach £11m this year off the back of strong orders for spring 11.
“With orders up 18% on spring 2010, spring 11 orders are absolutely flying,” Berwin told Drapers. Orders for autumn 10 had been level with last year, he added.
Berwin said the brand had benefited from a return to focusing on its core tailoring offer following the administration.
“We returned the brand to its basics, which is top-quality tailoring,” said Berwin. “That’s our focus and core business. Under its previous ownership it was getting involved in T-shirts and jeans. Its heritage disappeared under the previous ownership.”
Bäumler, whose collection includes jackets, suits, shirts and trousers, has 90 UK and Republic of Ireland stockists including department store Williams & Griffin in Colchester, Belfast-based three-store menswear indie Bogart and menswear indie Graham of Enniskillen in Northern Ireland. Outside the UK it has more than 300 stockists in countries including Germany, Canada and Russia.
Bäumler filed for insolvency in September last year after its bank, GMAC (now called Ally), froze its credit lines. The brand temporarily ceased trading after it failed to achieve sufficient financing to produce and deliver its spring 10 collection. However, Berwin and Gerrard took on the spring 10 order book and delivered the brand’s collection to its stockists after they saved the business.
Gerrard oversees the design and sales of the brand, while Berwin & Berwin handles the brand’s distribution and manufacturing. A network of agents handles sales overseas.
Berwin also leads a trust that has a 28% stake in menswear retailer Moss Bros and is a director of the UK Fashion & Textile Association.