IN STORE
With its exclusive high fashion range, Soho has a unique position in the city centre of Trier.
IN CLOSE CONTACT WITH CUSTOMERS
Ever-changing temps? Not at Claudia Sandmayer’s Soho fashion store… Instead, she relies on sales personalities who know their customers - and on audacity in her fashion range.
118
style in progress
“W
e are super satisfied right now,” says Claudia Sandmayer about the revenue generated by the new spring/summer items. Be it thick coarse-knitted pullovers in light colours by Lala Berlin, dresses by Self-Portrait, or - more recently - by Zimmermann, as well as brands such as Chloé, Celine, and Valentino - the high-quality mix focuses on trends and is well-received by customers. The latter also appreciate that Claudia Sandmayer is willing to stick her head out rather than playing it safe in terms of suggestions. “We hardly even order basics,” Claudia
Sandmayer stresses. “I’d rather go after what looks cool and what I like.” A Great Team 30 years ago, Claudia Sandmayer and her husband Volker Sandmayer launched the store in St. Ingbert, Saarland. However, the business stalled once it became apparent that the store concept wasn’t suitable for a rural village. They relocated to Trier 20 years ago and success was almost immediate. “The people
Photos: Agentur Kühnen, Trier
Soho/Trier
