072 IN STORE
Memories of Lisbon. Blue Sense/Heidelberg. Double passion: for fashion and Portugal. Natalie Nicoletti and Norbert Erhard prove that these two passions can be combined perfectly in their two - soon to be three - Blue Sense concept stores in Heidelberg’s historic Old Town. Text: Martina Müllner-Seybold. Photos: Blue Sense/Sabine Arndt
Shining azure blue is combined with distinctive Portuguese wall tiles. The latter are manufactured in a small manufactory in Lisbon. This business also supplies Natalie Nicoletti and Norbert Erhard with ceramics for their Blue Sense concept stores. Customers who wander into the women’s store (opened two years ago) or the men’s store (opened in June) instantly feel like they are on holiday in Lisbon. “Many customers have been to Lisbon in the past or are planning to go there, which triggers very positive emotions”, says Erhard, who manages the stores with Nicoletti, his partner. Both have a long history in the fashion industry. Erhard’s last job was the CEO post at Herrlicher, a denim label. Nicoletti, on the other hand, has 15 years of experience in the fashion retail industry. The two started off as a dream team in private life and soon decided to extend their partnership into the business world as soon as the desire to launch Blue Sense arose. “We both felt that the time was right for this step.” Against All Odds
Now?!? Don’t Nicoletti and Erhard read any trade publications at all? After all, the industry is facing a decline of customer frequency, the exodus of small fashion stores into the mid-price range, and - last, but not least online competition. However, it seems the dynamic duo doesn’t fear any of those factors. “Sure, one has to create customer 416 style in progress
frequency, but the customers reward it when one pursues one’s business with passion. For me, the store is a deliberate anti-thesis to the over-digitalised, rational business world; we are happy to fulfil the customers’ need for real, meaningful conversations and for close - almost amicable - relationships.” This also explains the price range that the two entrepreneurs chose. “Our typical customer visits the store every two to three weeks. One has to make sure that she can afford our fashion in those intervals.” A swift rotation within the product range is essential. This quick turnaround is supported by brands such as Herrlicher, Replay, and Beck Söndergaard, as well as fashion where (in Erhard’s words) “the name on the label makes little difference.” He continues: “In the case of the men’s store, we topped that - not in terms of price, but in terms of product selection. The range includes many craftsmanship-focused items, mainly because men are more open to products with a background story.” Given that the store stocks wines, port, and delicatessen, it is quite hard to define what the so-called takeaway product is - the fashion or all the souvenirs from Portugal? “We don’t earn much by selling wines or special items such as small, wooden model ships, but they thrill our customers. We enjoy the fact that our product selection promotes Portuguese businesses. After all, the country isn’t exactly doing well at the moment.” Erhard
Natalie Nicoletti and her affair of the heart: Blue Sense in Heidelberg.
and Nicoletti have established an office in Lisbon to expand this side of their company and both are on-location every four to six weeks. This dedication pays off, as do the almost weekly events. “Sure, if you stage a wine tasting on a Saturday it means that you might only be able to leave the store at 9pm, but the customers notice and reward such dedication. This is the only way to accomplish what we have achieved within a short period of time. We are in the black and have a high percentage of regular customers.” Erhard explains: “At the end of the day, I am a retailer.” A retailer who has many more ideas in his pipeline. The opening of a third store is already definite and a web shop will follow. Blue Sense wants to allow other retailers to benefit from the Portuguese way of life, especially after Portugal won the European football title.
Blue Sense Concept Store Theaterstrasse 2a 69117 Heidelberg Germany www.bluesense.me Opening: November 2014 (women’s store), June 2016 (men’s store) Owners: Natalie Nicoletti, Norbert Erhard Employees: 3 full-time, 2 part-time Sales area: 75 sqm (women’s store), 70 sqm (men’s store) Brands for women: Blaumax, Herrlicher, Indi & Cold, LangerChen, Second Female Brands for men: Blaumax, Herrlicher, LangerChen, Replay Accessories brands: Beck Söndergaard, Freitag, Grenson, Wolverine
