Coming Home

Tanja and Markus Eibl are already the third generation to conduct business successfully in this outermost corner of Salzburg’s historic city centre. They have treated their store to a stylish make-over that matches its target group perfectly.

Text: Martina Müllner-Seybold. Photos: Eibl

Tanja Eibl is the heart and soul of the store located on Salzburg’s Kajetanerplatz.

The entire interior can be repositioned without great effort; virtually nothing has a permanent place. Tanja Eibl simply loves redecorating.

The grandfather was a grocer before the mother had the compelling idea to focus the business on fashion. “Today, I have basically returned to her guiding principle; she lived for this absolute customer orientation”, says daughter-in-law Tanja, who represents the third generation of the Eibl clan together with Markus, her husband. “I know exactly what I want, what I need, and what I buy, because I know our customers well”, the Salzburg native explains. She is in the store as often as possible and believes her presence is absolutely essential. The customers have always appreciated her personality. “The renovation of the store has strengthened the entire concept once more and now - after a year - we can say that it was really worth it.” The remodelling was self-planned and self-implemented. The result is perfectly in line with Tanja Eibl’s requirements and style. “It is very restrained and reduced, mainly because I don’t want any cool shop fittings to overshadow the goods in the eyes of our customers. The focus always has to be on fashion.” The store is now highly customised. Merely one shelf is firmly screwed into position, while everything else can be rearranged according to the prevalent mood. “For example, we get very busy after the sale phase. The four of us spend an entire day pushing things around and clearing space until the store is immaculate and looks fresh again. This also motivates us for the next season and makes us excited about the new goods that have arrived.” Men in particular have profited from the redesign. Generally speaking, men are in the process of developing into the store’s most loyal clientele. “Men are, quite simply put, very loyal. That segment is performing well in our business.”

In the course of its history, Eibl was the meeting point for teens and twenty-somethings for many years. Hundreds of pupils from the local high schools pass by the shop windows on a daily basis. Many who spent their hard-earned pocket money on Replay, Diesel, and - a little later - Miss Sixty jeans back then, still visit the store regularly today. These customers are now grown up, have a sophisticated fashion sense, and have many positive memories. “In Salzburg, customers are not spoilt for choice in the premium segment. That is our niche”, Tanja Eibl highlights. She knows: “A good price-performance ratio is essential. We strive to ensure that our customers don’t need a respirator when they look at the price tags.” The product range is local and sustainable. It includes jewellery by See Me, cosmetics by Be My Friend of Salzburg, and hand-knitted Eibl beanies. These goodies complement brands of mostly European production such as Drykorn, Mason’s, and Closed. Eibl is equally patriotic in terms of her buying strategy. “I believe I can find everything I need at Salzburg-based fashion agencies. I don’t like buying bits and bobs from each agency. I prefer focusing my budget on the four or five partners with whom I know I work together well. That means I have a corresponding order volume and standing at these partners. In turn, I can be sure that they don’t hang me out to dry if a problem arises.”

Schanzlgasse 4 5020 Salzburg Austria www.eibl.or.at Opening: 1972; redesign in 2015 Owner: Markus Eibl Employees: 4 Sales area: 120 sqm Brands for women: Drykorn, Filippa K, Mason’s, Samsoe & Samsoe, Set, Sophie, Supernatural Brands for men: Closed, Drykorn, Filippa K, Fil Noir, Mason’s, Supernatural Accessories brands: Be my Friend, Bloomingville, Erfurt, Komono, Love Letters, Maschalina, Mint Sweden, See Me, Silvie Eder Schmuck