Textination Newsline 2008-10-07 -House Loden-Frey in Increases Sales Area Considerably

The Loden-Frey Verkaufshaus GmbH & Co. years ago and are nowadays two independent KG (www.loden-frey.com) in downtown Munich is organizations. on area-expansion course. Tamara Hafner/ Main focus of this leading clothing house in promotion manager told Textination in an is international, high-quality fashion interview that with the current reconstruction by classics like Bogner, Burberry, Windsor, not the house but the sales area will be Marc Cain and van Laack up to young, trendy expanded by around 500 sqm. designer fashion like D&G, Belstaff, Polo The present sales area covers 6,000 sqm net. Ralph Lauren, Moncler, Juicy Couture, Hugo On 5 floors international fashion for women, Boss and many more. For highest luxury men and kids, accessories and the worldwide stand names like Armani Collezioni, Valentino, famous very big assortment of original Strenesse, Escada, Akris Punt and Etro. traditional costume and loden clothes in Several boutiques offer for trend-conscious middle- to very high prices are offered. A people the first new impressions from the special point of interest is the “glass house” on international fashion fairs in , Florence the first floor, through which the customers, and Milano. With exclusive manufacturers like “who are entitled to quality, modernity and Brioni, Ermengildo Zegna and Regent the style”, can glance at the towers of the Munich menswear department offers the perfect Frauenkirche. At the same time, the “glass customization of individual garments. The house” is stage for many trend-forming main part of the sales comes from the fashion shows. women`s fashion with more than 50%, the rest The fashion house is unique in the Bavarian comes from fashion for men, kids and capital and employs about 400 staff members traditional costume. The children`s lines of the including temporary personnel. 20 trainees great designer names are also present. Since see to continuity in management and sales. they have high aspirations to the quality of They are in the black, sales figures are not their offer, they are carrying nearly only brand mentioned in this family enterprise of the 6th products, as Tamara Hafner (pr@loden- generation. Loden-Frey is owned by the frey.com) stressed in the Textination-interview. brothers York-Thomas and Ralph-Michael In part, the fashion house has brand Nagel as well as Markus Höhn, where the two manufacturers produce articles under their last are the managing associates. They keep own label, which is called “Loden-Frey“. With close personal and business connections to currently very high demand the total sales the other branch of descendants, the family moves on the good level of the past year. The Frey, owners of the Munich loden plant th 175 Oktoberfest on the Theresien-Wiese in Johann Georg Frey. The manufacturer Munich – the biggest folk festival in the world Lodenfrey comes as well as the fashion house with 6 Mill of domestic and foreign visitors – Loden-Frey from the joint founder, a weaver, has this year again given to the traditional of the original mother company. The two costume and loden garments of this fashion companies have been divided up about 50

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house (starting with “Dirndls” going to original apron it encompasses the path into the 21st leather trousers with traditional hat with an century over its trend color-variations lilac, addition of a Geiger- and Meindl-Shop) a pink, kiwi, reed, rose, bleu and royal blue. In sales boost. demand with the female customers was the “real” Dirndl with blouse and apron in all kinds The inventor of the first water-repellent loden of shades of purple (lilac) – the height of the coat of the world – Johann Baptist Frey – was Dirndl-hem “playing around the knees” as in the son of the company founder Johann the sixties – and not the so-called Georg Frey (founded 1842 in Munich). The Landhausstil (cottage style). Interest from wool material, called ”Strichloden“, is washed abroad was seen especially from Austria and in many laborious working steps, felt, , while the highest Dirndl-selling price roughened and finally ”spread” with special goes up to 2,500 EUR. machines (in former times with natural thistles), so that the fibers lie on top of each other and let the water drip off. Gert Krockert, Traditionally for the Oktoberfest Loden-Frey Translation Dr. Heidi Arndt came up again with their “Wies`n Dirndl 2008“ (sold for 299 EUR without blouse): classical in design with little-flowers-pattern-mix and

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