Steered by new agents, German trouser brand Atelier Gardeur is targeting growth in the UK.
“Fit, fit and fit,” is the answer Michel Black, managing director and co-owner of Premier Fashions, gives when asked what sets German trouser brand Atelier Gardeur apart from its competitors.
Glasgow-based Premier took on Atelier Gardeur in January following the retirement of its previous UK agent, Barry Hancock.
The brand is designed and produced in-house at its headquarters in Mönchengladbach, and has around 150 UK stockists. These are mostly independents, but it is also stocked in John Lewis – and Black says there is plenty of room for growth.
He explains that this will be achieved by changing the perception that Atelier Gardeur is suited only to an older demographic and targeting stockists with a younger customer, as well as by making the brand more visible within shops.
Atelier Gardeur is part of a group that also includes capsule collections Anna and Jan by Atelier Gardeur (womenswear and menswear respectively) and sister brand Thomas Rath Trousers.
In total, the business has around 3,000 customers in 50 countries, and employs 2,000 people.