192 IN STORE
A Next Generation Store Lieblings/Frankfurt. Lars-Oliver Hergeth's core competence was initially the art of styling and makeup, but then he opted for a career in the fashion trade. Last August he set new standards with the opening of his third - and largest store in Frankfurt.
A coffee bar on the ground floor flanked by floristry and perfumery sections, while the small fashion presentation hints that Lieblings has a lot more in store. This is proven upstairs, where the entire range is showcased in theme worlds that blend into each other effortlessly.
Text: Nicoletta Schaper. Photos: Lieblings
Expedition
Lieblings in Frankfurt is a breath of fresh air in the city's fashion scene.
114 style in progress
Lars-Oliver Hergeth - the creative head at Lieblings alongside Ellen Grundheber - focuses on brands that can prove hard to find elsewhere. The store stocks handmade belts by Felisi from Florence and brand-new stylish bags by Philipp Bree's traditional manufacturing label Bree. It also offers comprehensible avant-garde for men and women by Azizi, as well as fashion by Firma Berlin, which stands for a clear-cut and straightforward style with a twist. The range is complemented by cool silk blouses and fur by Larenz from Zurich or feminine playful items by Semi Couture. Men can browse through sturdy knit ware by Daniele Fisoli, leather jackets by GMS-75 and knitted teddy-lining parkas by Essemplare from Italy. All products are displayed in a coherent manner - while bags and shoes for men are concentrated on a specific area, while those for women are a little more scattered. The driving forces behind Lieblings pay a lot of attention
to such details to avoid confusing the customers with a strained crossover of men's and women's fashion, interiors, flowers, and cosmetics - the main aim is to inspire. "I am in the store quite often. It is important for me to see the effect the display has and in which manner the customers move around the shop", says Hergeth. "It is equally important to establish new theme worlds with new products, rather than just adding the new merchandise to existing displays."
"Honest advice in a great atmosphere - that's the future." - Lars-Oliver Hergeth, chief executive at Lieblings.
Superlative
Lars-Oliver Hergeth travelled the globe as a professional stylist and make-up artist for 20 years. However, he sensed it was time for a change when he arrived at an airport and no longer knew from where he had flown in, let alone at which luggage conveyor belt he should queue up at. Hergeth initially wanted to open a fashion store in Frankfurt, which is the city he grew up in. After failing to find a suitable location in Frankfurt, he ended up in Fulda, where his life partner - Joachim Kleinert - worked at the time. This is where he opened the first Lieblings store with fashion, interiors, flowers, and cosmetics under one roof. "For me it was like a laboratory to find the perfect business formula", says Hergeth. The second Lieblings shop - with a similar concept to that in Fulda - was then opened in Port de Soller on Mallorca. However, the store in Frankfurt is the absolute superlative. It will certainly take the locals a while to get used to it. "People are initially a little more reserved here, probably because they cannot appreciate the concept straight away", says Lars-Oliver Hergeth. "But I am confident. We thoroughly enjoy what we do and our positive energy transfers to our customers."
Lieblings Stephanstrasse 1-5, 60313 Frankfurt/Germany www.lieblings.de Opening: August 2013 Managing directors: Ellen Grundheber, Joachim Kleinert and Lars-Oliver Hergeth Employees: 13 full-time, 3 part-time Sales area: 1,100 sqm Brands for women: among others Anett Röstel, Avelon, Brogden, Circolo, Diega, Ego, Fairly, Firma Berlin, Kilian Kerner, Larenz, Nigel Preston & Knight, Nude, Semi Couture, True Royal, V.S.P., Wellness Cashmere Bag and shoe brands for women: among others Drome, Eva Turner, Felisi, Jerôme Dreyfuss, La Bottega, Nina Ricci, Pantanetti, Pedro Garcia, Premiata, Preventi, See by Chloé Brands for men: among others Alter Ego, Avelon, Bellwood, Circolo, Crossley, Essemplare, Falke Fashion, Firma Berlin, Gabriele Pasini, Good Genes, Paolo Pecora Shoe and bag brands for men: Drome, Felisi, Pantanetti, Premiata White Accessories brands: among others ACS, Chaingang, Gabriele Frantzen, Ina Beissner, Lala Berlin, Lucas Jack, Loupe Noire Interior and lifestyle brands: among others Amaris, Baobab, Cavallini, Cire Trudon, Guaxs, Kawesko, Le Typographe, Nicolai, RPL, Taschen Verlag Perfume/cosmetics brands, make-up: among others E. Laszlo, Face Stockholm, Francis Kurkjan, Humienski & Graef, John Masters, Montale, Revive, Serge Lutens