WHAT'S THE STORY
The horizon of an urban mountaineer is international in nature: Markus Meindl loves placing his world and values in new contexts.
MEINDL
ALWAYS HONEST Meindl Authentic Luxury is undisputed in its niche. The timeless collections for urban mountaineers fascinate far beyond the alpine region, as they overfulfil the longing for a genuine product. Text: Martina Müllner-Seybold. Photos: Meindl Authentic Luxury
Foresight is one of Markus Meindl’s strengths. Meindl has bravely circumnavigated the procurement crisis that is plaguing others: “We never stopped buying raw materials and manufacturing, even during the worst Corona periods. This means we are prepared for when the upswing comes and raw materials become even scarcer,” says Meindl. This foresight even grants the owner of Germany’s 16th oldest family business the freedom to realise other projects close to his heart. For example, the entrepreneur recently launched the Save the Wildlife 170
style in progress
project together with his hunting friend Max Mayr-Melnhof. “We lease green and flowering strips, which are crucial for healthy flora and fauna. Here, young animals can find shelter and food,” Meindl says with passion. There it is again, the Meindl motto of moving forward instead of debating for ages. The connection to nature in the Alps is important to him. After all, a healthy ecosystem makes a decisive contribution to the quality of Meindl Authentic Luxury’s products. “In an area where fashion is still in its infancy regarding transparency, we can pinpoint on which picturesque Bavarian pasture the cow that supplied our leather was raised. Even a wild animal has a wonderful life in its natural habitat,” argues Meindl. TRANSPARENT SINCE 1683
“We have a tradition of full transparency; you could always ask us how we produce
what and where,” says the entrepreneur. Accordingly, a true-to-life look behind the scenes is an integral part of brand communication. The insights that Meindl and his family provide are not staged. Opening the doors of their private residence for Süddeutsche Zeitung, for example, feels quite natural to Markus Meindl: “It allows us to show the Meindl lifestyle.” A prototypical example of how modern design elements such as exposed concrete and clear lines can be combined with the sensual originality of the Meindl furniture collection. The bar cabinet is stocked with 4X50 Rum, which Meindl initiated in collaboration with companions and distributes with impressive exclusivity. Passions that the entrepreneur allows himself to indulge in, knowing that Meindl Authentic Luxury is on solid footing, perfectly positioned, and fit for the future thanks to its values and origins.
