Marvel at the World Outside

Marvel at the World Outside. PoeSie 1895/Bad Ischl

Maintaining tradition goes hand in hand with reinventing oneself, a fact of which Austrian company Schauer, headquartered in Bad Ischl, is well aware. With PoeSie 1895, Schauer has created a fashion store that can compete with international rivals and

that complements its existing traditional fashion (“Trachten”) shops. Text: Nicoletta Schaper. Photos: PoeSie 1895

The hammered marble floor is from Oman, while the glass lamps are inspired by the crystal chandeliers typically found in opera houses and palaces. Furthermore, one can find everything that gives a contemporary fashion store that extra bit of style: a broad staircase that opens up the space visually, seating areas, and a café bar. PoeSie 1895 quite deliberately exudes cosmopolitan flair. “For me, fashion is a window and doorway to new worlds”, Angelika Schauer, the managing director, explains. “It’s a medium for dreams, for compositions. Fashion is poetic in every aspect.”

Inseparable - Fashion and Trachten

The name Schauer is an integral part of Bad Ischl. For Angelika Schauer, fashion and Trachten are equally inseparable. The family currently runs five stores within a small radius, two which are next to each other (Kreuzplatz 22 and 23) and include a tailor shop. The tailor shop was founded by Angelika Schauer’s great grandfather in 1895 as a bespoke studio to supply fashion and Trachten for the summer visitors who came to Bad Ischl as part of the entourage of Emperor Franz Josef and his famous wife, Sissi. Today, the store located at Kreuzplatz 22 serves people who tailor Trachten items themselves and those who are eager to purchase items from the in-house Trachtenmacher label. The shop next door stocks other goods such as the empress dirndl in the town’s colours or the emperor kilt, as well as Trachten fashion by Wenger, Grasegger, and Steinbock. Opposite the famous Zauner bakery, in the heart of Bad Ischl, the Schauer family has its store for premium Trachten fashion by the likes of Tostmann, Sportalm, Luis Trenker, and Elisa Cavaletti. The empire also includes a shop for fashion fabrics and sewing supplies. Last but not least, there is PoeSie 1895, which is most certainly the largest jewel in the Schauer family’s fashion crown.

Lively and Popular

The 600 square metre store showcases sporty to elegant women’s fashion, which is highly wearable and suitable for everyday use. The brand portfolio includes Marc O’Polo, Drykorn, Marc Cain, Boss Orange, and Marc Aurel, as well as Trachten fashion by Grasegger, Steinbock, and Luis Trenker. “We already had a small area for women’s

PoeSie 1895

Auböckplatz 1, 4820 Bad Ischl/Austria www.schauer-moden.at Opening: March 2014 Owner: Angelika Schauer Employees: 7 Sales area: 600sqm Brands for women: Arido, Bauer, Boss Orange, Cambio, Drykorn, Gerry Weber, Giesswein, Luis Trenker, Marc O’Polo, Marc Cain, Marc Aurel, Oui, Tostmann, Trachtenmacher, Wenger, Wallmann, and others Brands for men: Auzinger, Fynch Hatton, Giesswein, Grasegger, Luis Trenker, Steinbock, and others Accessories brands: Cashmere Blue, Cute Stuff, Erfurt, I love my moment, LuiseSteiner, Liu Jo, Mala Alisha, Passigatti, Qudo, Shirin Sehan, Striessnig, Vanzetti fashion when I joined the family business”, says Angelika Schauer, who was promoted to managing director in 2006. “I identified the demand and potential.” The store’s location (Auböckplatz 1) is, according to Angelika Schauer, one of the most beautiful places in Bad Ischl. It is directly opposite the old drinking hall, which is a relic of the old spa tradition, and close to the imperial central post office and the parish church. PoeSie 1895 stands out as a modern contrast. “Since its opening last year, PoeSie 1895 has become very lively and popular. It is now an exceptional meeting place for people who value quality and love beautiful things”, Angelika Schauer rejoices. “Our concept was spot on.”

“We don’t merely strive to offer Bad Ischl something new and enchanting, but also want to attract custom- ers who are regulars in the boutiques of the world’s fashion capitals.” - Angelika Schauer, managing director of PoeSie 1895.