The Impossible Possible. Gschwantler/Kirchberg

Many people doubted that a concept store with a luxurious, hand-picked selection of brands could be successful in Kirchberg in Tyrol. Christoph Pöll has proved them all wrong. Pictured: the wine bar.

Ahistory as it was written in many winter sports resorts. Founded four generations ago as a humble shoemaking business, the following generations gradually added a little zeitgeist - first sportswear, then footwear. The parental generation of Christoph Pöll divvied up the business between two families. One family branch focuses on sportswear, the other on shoes and fashion. “It was never my plan to become involved in my mother’s company. I initially wanted to stay a year, but I’ve been here for seven already,” says the man who gave Gschwantler a completely new spin. Today, the business has twenty employees in four stores in Kirchberg in Tyrol: the concept store, the shoe shop, the Warehouse off-price concept, and a Closed store.

CONTACT POINTS BEYOND FASHION It turns out that his passion for wine was the decisive turning point. The concept store in Kirchberg boasts an adjoining wine bar, which has already earned an excellent, independ

Gschwantler/Kirchberg. Without making much noise, Gschwantler has established itself in Kirchberg, Kitzbühel, and Innsbruck. The focal point is the concept store in Kirchberg in Tyrol, in which Christoph Pöll relies on bold brand decisions. Text: Martina Müllner-Seybold. Photos: Gschwantler THE IMPOSSIBLE POSSIBLE

ent reputation. Both in terms of wine and fashion, Pöll defies comparability. “It’s important to offer things that are not available elsewhere, things that convince with quality rather than names,” the entrepreneur explains. There was no alternative to occupying a niche in the fashion segment. Only a few kilometres away from the glamorous village Kitzbühel, many First Lines are already blocked by competitors. “I really enjoy discovering new brands that aren’t available in our region yet.” Moving from one insider tip to the next, constantly researching, and always a step ahead of the pack - Pöll manages this balancing act in a surprisingly quiet manner. His work is reflected, fast, and consistent. The most astonishing aspect: “In many cases, we don’t even have to explain much when we introduce a new brand. Our customers often already know about it.” Pöll is aware of how fortunate he is to have established ties with regular customers who are just as passionate about finding new pearls as he is.

THE OUTPOSTS AND THE VISION Gschwantler expanded its reach by adding stores in Innsbruck and Kitzbühel to its portfolio, always aware how important it is to stay true to its own roots. “I’ve come to realise that we really need to retain the Gschwantler philosophy.” This task is easiest at home, where customers not only pop in to buy clothing and/or fine shoes. “For many, a glass of wine or an espresso at our bar is an integral part of a sophisticated après-ski experience.” Early delivery dates are essential for a strong winter season. “Our spring starts in December,” Pöll muses. The fashion enthusiast is particularly impressed by designers who resist the devaluation spiral. “The anniversary capsule collection by Proenza Shouler is an excellent example. It consists of reinterpreted highlights from the brand’s historical archives.” With this in mind, Pöll is currently working on a brand that translates the spirit of the region into fashion. “Our customers are looking for something unique that they can take back home after spending their holidays here.” Now that sounds interesting, doesn’t it?

He dives for pearls: Christoph Pöll is eager to maintain Gschwantler as a vehicle for his vision of the extraordinary.

Gschwantler

Baderstrasse 2 6365 Kirchberg in Tyrol/Austria www.gschwantler.com Opening: 2011 (concept store) Owners: Gschwantler-Pöll family Employees: 20 Sales area: approx. 750 sqm (6 branches) Brands for women: Alanui, Alexa Chung, Alyx, Antonia Zander, Bella Freud, Cambio, Christian Wijnants, Closed, Dorothee Schumacher, Ellery, Faith Connextion, Frame, Golden Goose Deluxe Brand, Jacquemus, JW Anderson, Kenzo, Marni, Paige, Partow, Proenza Shouler, R13, RTA, Seductive, The Elder Statesman, Thom Brown, Vilshenko, Vivetta, Zimmermann Brands for men: AMI, Alyx, Bertoni 1949, Canada Goose, Closed , Faith Connextion, Harris Wharf London, M. Cohen, Missoni, Orlebar Brown, P.O.A.N., R13, Rick Owens, Santagniello, Seductive, The Elder Statesmen, Valstar Shoe brands: Alden, Astorfelx, Barbanera, Doratheymur, Golden Goose Deluxe Brand, Francesco Russo, Kennel & Schmenger, Jimmy Choo, Ludwig Reiter, Nicolas Kirkwood, Officine Creative, Rupert Sanderson, Sanai, Strategia, Stuart Weitzman, Tabitha Simmons, Truman´s, UGG, Unützer Accessories brands: A Lab On Fire, Baobab, Culti, Elena Ghisellini, Fornasetti, JW Anderson, Luscious Lips, M. Cohen, Mühlbauer, Nick Fouquet, Nomanclature, Proenza Schouler, TeNeues, TFK Perfumes, Tom Dixon, Stiebich & Rieth, s’oud, Valextra