IN STORE
THIEL’S BY DANIEL THIEL • WIESBADEN
SECOND BASE
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fter opening a second store in spring 2021, so in the middle of a lockdown, Daniel Thiel no longer needs to prove that he is someone who puts his money where his mouth is. Instead of lamenting the injustice of the closures that have lasted for more than a year, he has courageously seized opportunities. His latest store, located in the heart of Wiesbaden’s city centre, is dedicated to a somewhat younger target group. “When the name Daniel Thiel appeared on a second commercial property in Wiesbaden, many thought I had been forced to give up my concept store in ‘Wilhelmstrasse’ and move. Having to explain that I am opening a second location created a twofold surprise effect.” What is different about the second location? “Daniel Thiel Wiesbaden is the gourmet restaurant, Thiel’s by Daniel Thiel the complementary bistro. Naturally, we want our customers to feel like valued guests in both stores.” Brands such as Dondup, Polo Ralph Lauren, and Steffen Schraut are afforded centre stage at Thiel’s, leaving more space for menswear in general in the concept store. The focus is also on shoes and bags. Daniel Thiel is currently merely utilising one of two floors. “I have many ideas for the upper floor. I find Click & Collect and Meet Phase particularly inspiring. For a high-end retailer like me, this could constitute an ideal scenario. One should probably rent a beautiful flat in an historic building as a private showroom with individual appointments,” he laughs. If you know Daniel Thiel, you know his ideas turn into projects in the blink of an eye. The fashion entrepreneur has found and reinvented himself in self-employment. “It was the best decision of my life,” he muses. “However, Thiel’s is only possible because I found a highly capable understudy who represents the new target group perfectly. I plan to remain fully focused on my clientele in the Daniel Thiel concept store.” Exactly like in the primary shop, a sizable percentage of the Thiel’s product range is also marketed and sold online. “That is, simply put, part of the game now.”
Source of happiness: Daniel Thiel is truly passionate about his chosen profession.
Photos: Thiel’s by Daniel Thiel
The follow-up: Thiel’s by Daniel Thiel focuses on a new target group.
Thiel’s by Daniel Thiel Karl-Glässing-Strasse 5, Wiesbaden/Germany www.danielthiel-wiesbaden.de Opening: 6th of April 2021 Owner: Daniel Thiel Sales area: 140 sqm Brands: Dondup, Polo Ralph Lauren, Steffen Schraut
style in progress
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