“This Is Couture”

Hans Taubenberger manages the Toni Sailer brand in an unagitated, quiet, yet highly successful manner. The customer list is impressive.

TONI SAILER

“THIS IS COUTURE”

Toni Sailer has done everything the right way: solid, family-oriented structures coupled with forward-looking supply chain management allow the luxury ski brand to supply top retailers and e-commerce players worldwide. The next step is the launch of an urban collection.

Text: Martina Müllner-Seybold. Photos: Toni Sailer

It was around seventeen years ago that Hans Taubenberger, after careful consideration, travelled to Kitzbühel to turn a legend of his youth into a high-end brand via his company Fashionpool. The journey has been a resounding success: Toni Sailer is now listed as a ski-oriented collection in all the top stores in the Alps. On an international level, the customer list reads like a who‘s who of alpine lifestyle in more than 25 countries. The line is represented wherever people wish to have fun on the slopes in fashionable, functional outfits – and where the focus is on quality.

BEYOND THE SKI RESORTS

The brand derives a great deal of pleasure from its premium partners in ski resorts and cities. Now, however, the Toni Sailer brand intends to conquer new terrain with an urban collection. “What we do in skiwear

is couture. A great deal of development and dexterity goes into the workmanship,” the brand owner explains. The designs and specifications of the styles are so highly developed that, in some cases, sample studios are commissioned for serial production. “Because that is where the real specialists are, the seamstresses and sewers who know how to handle these expensive and highly specialised fabrics.” The new urban collection taps into this pool of expertise and translates it into clean, monochrome styles that still convey the brand’s DNA. “We are benefiting from two trends: the outerwear look has become much more athletic, and customers really love true hybrid styles. They enjoy jackets that can be worn in an urban environment and on the ski slopes alike. The urban collection is intended to expand the product range for Toni Sailer fans. We aim to live up to our claim of capturing the zeitgeist and redefining fashion trends with styles that can be worn every day.” The collection is due to be delivered to retailers in July. We can now look forward to Toni Sailer being available in stores all year round.

Minimalist, clean, contemporary: Toni Sailer’s urban collection brings its expertise to the cities.

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EYou have to be a

A“hopemaker”. Be aware that three-year plans can only be guardrails at best. In between, you have to manage the DING unforeseen with confidence. Never alone, but always at eye level with the rare talents who no longer want to be tied down, but captivated.

IN

A NEW

FUTURE