WHAT'S THE STORY
New country luxury: Schneiders’ core retail prices range from 400 to 800 Euros.
Wolfgang Binder, CEO of Schneiders: “We devote a great deal of time and effort to our product.”
SCHNEIDERS
COMMITTED TO HERITAGE Down-to-earth at the core of the brand, highly future-oriented in its modernisation: CEO and co-owner Wolfgang Binder is tweaking the right screws to transpose the Schneiders brand into the present. Text: Nicoletta Schaper. Photos: Schneiders
Schneiders is a family-run business with pride in tradition and mature values. Founded in 1946, the Salzburg-based company has been managed by Wolfgang Binder since 2018. “Schneiders represents nature-oriented outerwear with a craftsman’s touch. The brand has a tangible connection to Salzburg and the alpine countryside,” says Binder, adding: “We are very much grounded in everything we do.” FUTURE-PROOF
That is the premise of Schneiders’ premium collection. Traditional materials in many wool qualities, as well as luxurious country elements, evoke the brand’s origins. A 210
style in progress
strength that has been cultivated over the past three years in particular, with contemporary silhouettes, harmonious palettes, and technical innovations that never lose touch with the brand essence. “We devote a great deal of time and effort to our product,” Binder explains. “The expertise we have gained over decades is what gives us our competitive edge.” 90 percent of outerwear is manufactured in Europe, which ensures short transport routes. The brand is continuously increasing its commitment to sustainability, as is evident in the Pure capsule. The two core elements are biodegradability and undyed natural wool. All pieces are completely degradable within five years. The modern looks appeal internationally. The brand counts 800 points of sale worldwide, 150 of which are in Germany, among them Lodenfrey, Sør, Hirmer, Mientus, and Schnitzler. Italy is the second-strongest market, not least due to the tradition that Schneiders cultivates proximity to Italy in its campaigns, followed by France, Switzerland, Austria, Benelux, Great Britain, and the US.
“Our efforts are now paying off, at present with a healthy increase in orders for the summer season compared to 2019, although we are still pursuing a more selective sales strategy overall,” Binder says. “This confirms that retailers perceive us as a brand with a unique identity.” This is also owed to a digital offensive that was launched around a year ago. It started with digital lookbooks for B2B customers, followed by the progressive implementation of the brand's own online shop in the respective markets, which further enhanced its image on an international level. In addition, Schneiders is working hard on providing images and information material for its affiliated retail partners to use at the POS and on their online portals. Binder is, after all, acutely aware that stationary, owner-managed retailers remain the label’s most important partners. The latest campaign, which also features on Facebook and Instagram, was shot in Austria. A clear commitment: “This takes us one step closer to our homeland, which is a source of great strength.”
