Storefront Ticker. The personal experience is paramount

Make It Personal STORE FRONTTICKER

Lessons learned during lockdown and partial opening phases have been applied to everyday life. Personal shopping appointments have evolved from elite events to standard practice, in the best sense of the term. The only aspect that knows no standards is personality, because that is what actually matters.

Text: Nicoletta Schaper. Photos: Stores

For her fans, Nantia Persch is guru and stylist, influencer and icon.

Nantia Persch Das Atelier, Oberasbach

WELCOME TO THE CLUB!

“Take some time to let the happy hormones dance!” This is how Nantia Persch describes the concept of Das Atelier. She was a retailer in the classical sense for 25 years, until she decided to serve her clientele in an even more personal way three years ago. For this purpose, she transformed the ground floor of her home with garden into an oasis for those who wish to receive fashion advice and coaching by appointment like members of an exclusive club. Persch, who also offers retail coaching, knows exactly what her customers want. “I simply provide the impetus needed to ensure women feel more self-confident in their appearance,” says Persch, who also advises many younger women who strive to raise their profile at work. Fashion by the likes of Lanius, Raffaeladangelo, and Camicettasnob can help in this respect. Incidentally, there are no clearance sales, because unsold pieces are turned into new, unique items with the help of a seamstress. These delight customers all the more.

Samt & Bsonders, Penzberg

SHOPPING CAMPER

What is the most unusual fitting room when trying on clothes in stores is not an option? Surely, it has to be a camper van on the doorstep. “The idea came from a customer who arrived in her camper van to try on clothes in peace,” says Doris Mühlfeldner. This example set a precedent, but now the experience includes snacks and drinks. Mühlfeldner has been committed to sustainable fashion for 20 years. “The heart and soul I put into the business over the years is now being repaid in full.”

Tim Pagenkemper of Männersache is passionate about serving his customers.

Männersache, Lippstadt

ONE MAN SHOW

Window shopping, as a bicycle courier, or via video call: Tim Pagenkemper and his customers always find a way to interact. “I stock niche labels for fashionable men that you cannot find just anywhere, for instance Blue de Gênes and Bowery NYC,” says Pagenkemper. This may have attracted online customers nationwide, but he still prefers to sell in his store. “The look needs to be self-evident and self-explanatory. The story behind the product is often the deciding factor.”

So‘La Concepts, Ismaning

DREAM WORLD

Both on Instagram and in-store, So’La Concepts creates individual worlds. Opened in 2019, the store featuring interiors, fashion, and a café has expanded its reach thanks to evocative Insta posts. “Customers now come from further afield, because they are curious about the store,” says Sonja Langhoff. The range includes playful items by Maison Hotel and Scandinavian fashion by Project AJ 117. “Some people almost exclusively buy from me, because I always surprise them with something new.”

Sonja Langhoff strikes a chord with her customers.

Lateral entrant Sylke Brinkmann has found her dream job.

Traudichrein, Troisdorf

COME IN!

The name says it all. Traudichrein is run by women who are, like Sylke Brinkmann, lateral entrants with heart, soul, and passion. “Every staff member is special and fully identifies with my store,” gushes Brinkmann. She most enjoys selling innovative items by Funky Stuff and Elias Rumelis. Her service extra: “I test every fit for my customers and document it in videos or on photos.” This is how she attracts fans who swear by Traudichrein and its team.

EMANCIPATION

FROM THE PHYSICAL

A store remains a store, even when its doors are closed. The first year of the global pandemic has rendered all physical boundaries obsolete. What counts are ideas and passion, no longer merely location and product range. Owners who have found their vocation in the most wonderful job in the world are spearheading disruptive change. They are the reason why brick-and-mortar stores have a glorious future.

Text: Stefanie Buchacher, Janaina Engelmann-Brothanék, Martina Müllner-Seybold, Nicoletta Schaper, Veronika Zangl