WHAT'S THE STORY
T h e Wow Fac to r
SCHERA
“WE STRIVE TO OFFER THE MOST FASHIONABLE TROUSERS IN THE PREMIUM MARKET” Two brands share a vision. With Seductive and Raffaello Rossi, the family business Schera boasts two trouser collections that convince both as a product and as a holistic package. Text: Nicoletta Schaper. Photos: Schera
A family business with values: (from left) Brigitte, Tobias, Ralf, and David Schellenberger.
“We always think in terms of the customer,” says company founder and Head of Product Management Brigitte Schellenberger. “What life situation is the wearer in? Which trousers suit her? That is always our primary approach to thinking ahead.” As trained textile engineers, Brigitte and her husband Ralf Schellenberger founded the Schera enterprise 25 years ago to create women’s trousers under the Raffaello Rossi brand. “We have always refined the product with attention to detail and great passion,” says Brigitte Schellenberger. The fit is an essential area of expertise, combined with a high degree of fashion and an eye for detail. “The material is equally important. When all aspects harmonise, the result is a real feel-good product. Feedback from sales and retail has always remained a source of motivation for us.” Consequently, the premium label has also become a favourite among specialist retailers with 1,600 points of sale in 22 countries. In 2007, Seductive, another trouser collection for the luxury segment, was added to the fold: sophisticated, minimalist in design, and with a 3.0 mark-up. The list of customers includes Unger, Lodenfrey, and Apropos. Product development and sales are independently organised for the exclusive collection, which accounts for one third of the company‘s turnover. NEXT GENERATION
Both collections share the aim of creating the very best product, driven by a family business in which both sons are now involved. David Schellenberger, alongside his father, is responsible for finance, administration, and human resources, while Tobias Schellenberger, as Head of Business Development, is responsible for product, sales, and marketing. “Made in Europe” is a requirement that Schera would never abandon in favour of increased margins. The company is also known for fairness in all collaborations and having an open ear for retailers. “Now we intend to further optimise our processes, qualitatively expand our sales activities, and promote the issue of sustainability,” says Tobias Schellenberger. As early as fabric selection, attention is paid to resource-saving production. In 144
style in progress
Minimalist and luxurious: the exclusive Seductive collection. High fashion factor, great wearing comfort: trousers by Raffaello Rossi.
addition, Schera is committed to the Grow Back reforestation project. “We’ve been supporting this cause for a while, but plan to communicate it more clearly via social media, on the website, and through retailers,” explains Tobias Schellenberger. “We not only want to raise the profile of our fashion, but also tell the story behind it,” adds Brigitte Schellenberger. “These are values that will make the difference in the future.”
