IN STORE
SHOWTIME!
One adores creative chaos, while the other carefully steadies the ship. Sisters Sophie Lubenau and Stephanie Erhard form the perfect entrepreneurial duo for their three stores.
Erhard Fashion (right) combines with Erhard Casual and Erhard Schuhe (below) to form a coherent overall concept.
“We received 80 orders the very next day,” says Stephanie Erhard. “They have kept on pouring in ever since.” Personal service is now also provided online. Anyone who orders is called back to determine the size of the ordered item as accurately as possible. “That is why our return rate is lower than 20 percent.” THE HISTORY OF MODE Erhard began in 1875 with a shoe workshop. Today, the retail business, established by Max Erhard and his wife Erika, manages three stores in Prien. Erhard Fashion stocks Etro, Jil Sander, Allude, and Incentive Cashmere. Erhard Casual offers more relaxed pieces by the likes of Closed, Mason’s, and Save the Duck. As a unifying element, the adjacent shoe shop offers brands such as Tod’s, Hogan, Hidnander, Pretty Ballerina, and Paoli Firenze. Besides all administrative matters, footwear is Stephanie Erhard’s passion and responsibility. Sophie Lubenau, on the other hand, is in charge of social media and acts as fashion buyer alongside her mother. Be it in the store or in live videos, the sisters’ personal touch always feels authentic. “We are intuitive in our approach,” Sophie Lubenau emphasises. “Everything we do dovetails perfectly,” adds Stephanie Erhard. “I have the feeling that we are closer than ever now.”
Erhard Schuh und Mode GmbH Hochriesstrasse 14, Prien am Chiemsee/Germany www.erhard-prien.com Opening: 1875 Owners: Elke Erhard, Sophie Lubenau, Stephanie Erhard Sales area (total): 1,000 sqm Brands: among others Allude, Aspesi, Bacon, Closed, Corvari, Etro, Faliero Sarti, Herno, Hidnander, Incentive Cashmere, Johnny Was, Mason’s, Philippe Model, Samantha Sung, Save the Duck, Tod’s, Ugg
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style in progress
Photos: Erhard Schuh und Mode
ERHARD SCHUH UND MODE • PRIEN AM CHIEMSEE
“W
e are going live on Instagram with our product range on Sunday.” – “Hang on, we are doing what?” This is how Sophie Lubenau and Stephanie Erhard describe a conversation they had last December, shortly before deciding to get cracking with live shopping videos. The sisters, who run the family business together with their mother Elke Erhard, have been busy ever since. “On Instagram, you need to step up and tell people a story. Customers demand positivity and entertainment,” says Sophie Lubenau. “They want to see the owners and experience their struggle. I believe that aspect has become a vital factor.” The resulting 7,000 subscribers prove her right. A boost provided by a TV report on ARD Brisant certainly did not harm either.
