Bright Sparks on the Back Burner

The honest store design completely free of kitsch pro- vides the perfect framework for the Meindl products.

Good Stories

Eck e 32 / Consta nc e. Everything done correctly: Lars and Tony Nehren's new Ecke 32 store focuses on the authentic, something which really keeps their customers happy.

Text: Nicoletta Schaper. Photos: Ecke 32 The establishment originated in the 14th century and is also homely and tasteful on the inside, with oak parquet and and support beams on the ceiling. The store is buzzing, it's the weekend. A couple are having the Filson bag philosophy explained to them while their children lounge about on the leather sofa, engrossed in a Donald Duck book. Regular customers come in and are greeted like old friends. Ecke 32 is the name of the store that was opened by Lars Nehren and his father Tony in March of last year, with brands such as Denham, Edwin, Red Wing Schiesser Revival. "Nobody waited for us, but it is exactly the type of concept that was missing here in Constance," says Lars Nehren.

Pure

Lars Nehren grew up with retail, his family ran a high-quality shoe store in Koblenz for 50 years. He arrived at his own store by way of a detour. First, he ended up in Switzerland, after St. Gallen, where he worked in key account management at Volvo. But the dream of owning his own store grew. Originally, it was to be a peak performance store in Switzerland, but his visits to trade fairs, especially the L.O.C.K. Area the Bread & Butter, led the 30 year-old down his own path. Supported by his father who brings experience and enthusiasm, and sometimes joins him in the store itself. "Many find this father-son line-up very appealing,'' says Lars Nehren. "We make many decisions together, for example when it comes to the budget. I decide on the appearance of the store and the brand portfolio myself."

Honest and High Quality

He doesn't want to be led by trends, favouring small labels with good stories. Like Merz b. Schwanen with Henleys, which are produced traditionally on ancient knitting machines in the Swabian Alps, only an hour's drive from Constance. Or Thom Krom from Hannover, who puts impressions he gathered as a trend scout into practice with a stylish collection made of organic cotton. Just like the small but excellent jeans range Tellason from San Francisco. "An honest product, timeless and of very high quality," describes Lars Nehren. "People are sick of mass production." The coherent selection for women fits in with this and adds to the men's concept. It should also continue to grow as a result of demand from such brands as B.D. Baggies, Bellerose and Hartford. "Our concept was immediately successful in the first season, that assured us," says Lars Nehren happily. "We can say with pride that we bought well."

Ec ke 32

Wessenbergstrasse 32, 79462 Constance/Germany, T 0049.7531.22608 www.ecke32.com Opening: March 2012 Owners and CEOs: Lars Nehren, Tony Nehren Staff: 1 Retail space: 135 sqm Women's labels: AG Adriano Goldschmied, B.D. Baggies, Bellerose, Buttero, Denham the Jeanmaker, Gitta Plotnicki, Levi's Vintage Clothing, Levi's Made and Crafted, Red Wing Shoes, Schiesser Revival, Thom Krom Men's labels: ADenim, B.D. Baggies, Buttero, Canada Goose. Danolis, Denham the Jeanmaker, Edwin, Hartford, Japan Blue, Levi's Vintage Clothing, Merz b. Schwanen, Momotaro, Nigel Cabourn, PRPS, Preventi, Red Wing Shoes, Reyn Spooner, Rokker Jeans, Schiesser Revival, Sportswear reg., Tellason, Thom Krom, Topo Design, Wolverine 1000mile Accessories: Blui, by Jeberg, Filson, Michael Sans Berlin, Tanner Goods, Topo Design

Ecke 32 has a strong signature, this is made clear by the feedback received in store and on Facebook. Its location in Constance plays its part, with tourists and Switzerland at its front door.

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