A New Home for Traditional “Tracht”

Katharina Krassnitzer, Head of Fashion & Tracht at Brandboxx.

Markus Oberhamberger, Managing Director of Brandboxx.

Austria’s largest order centre combines showrooms and exhibition space under one roof. Tenants and trade show participants from the sports, fashion, footwear, lingerie, swimwear, accessories, and of course, Trachten sectors appreciate the facilities on offer in the North of Salzburg.

BRANDBOXX

A NEW HOME FOR TRADITIONAL “TRACHT”

Providing the traditional “Trachten” industry with a new home is the selfdeclared mission of Markus Oberhamberger and Katharina Krassnitzer. A clever concept comprising existing showrooms and 6,500 square metres of exhibition space for the Trachten Order Days allows Austria’s largest order centre to offer the industry a home – and a perspective far beyond the venue itself.

Text: Janaina Engelmann-Brothánek. Photos: Brandboxx

“Tracht has a long history here,” says Markus Oberhamberger, Managing Director of Brandboxx. “The Trachten-Premiere event had been hosted by our venue for many years until we decided to provide an independent proposition.” Since 2020, the team lead by trade show manager Katharina Krassnitzer has been working intently for and with the industry. The first dedicated trade fair, the Trachten Order Days, finally took place in August 2021. “It was a resounding success. We received fantastic feedback.” A combination of permanent showrooms of brands such as Sportalm, Wenger Austrian Style, Berwin & Wolff, Kinga Mathe, Krüger Dirndl, Stapf, h. moser, Hammerschmid, Steinbock, and Mothwurf, and exhibitors including Alpe Adria Manufaktur Strohmaier, hangOwear, Bittner Hüte, G’weih & Silk, Mogo, Isar Trachten, Pezzo Strick, Tofana, and Xaver Luis, meant that buyers from Austria, South Tyrol, Bavaria, and other European countries enjoyed the privilege of viewing a total of 140 brands. A shuttle to Gusswerk, where other alpine lifestyle brands maintain showrooms, perfected the ensemble.

THE BIG STAGE

“The Corona crisis, which caused the cancellation of traditional festivals and celebrations, hit the Trachten industry particularly hard, making a pragmatic, vibrant proposition to these companies all the more important,” says Oberhamberger. However, the initiators of the Trachten Order Days have bigger plans. “We will listen closely when the industry expresses the desire to reinstate a major collaborative platform. When that time finally comes, we are ready to take to the big stage at a different venue in Salzburg,” reveals Krassnitzer. “There simply is no better place for showcasing Trachten and alpine lifestyle. Both exhibitors and buyers love visiting Salzburg,” Oberhamberger argues convincingly. The two Tracht events in spring (HOT 1 Tracht & Mode Order Start on the 25th and 26th of January 2022 and Trachten Order Days from the 25th to 27th of February 2022) are well-booked; the February date has been brought forward at the industry’s request and is already booked to capacity. “We sincerely hope that the pandemic situation will permit a regular event schedule, not least because the Trachten industry itself is brimming with optimism. Everyone is really looking forward to the first season when folk festivals can take place again. And this optimism is best experienced live,” says Krassnitzer.