082 IN STORE
Man, Man, Man. Classico Men/Hamburg. A coincidence is the chance convergence of two events. In the case of Classico, several coincidences led to the company’s menswear store. Following the launch of the online shop, Classico has now also opened a stationary store. Text: Martina Müllner-Seybold. Photos: myclassico.com
“That’s what he baited me with - and it seems to have worked”, laughs Lennart Heldmann when talking about the launch of an online shop for menswear under the umbrella of myclassico. It’s never been a secret that Harald Heldmann, his father, wanted his son to take responsibility in the family business after gaining firsthand experience in the fashion industry. It soon became apparent that the new generation would also require a new project in order to avoid being labelled with “the son of” tag. This new project turned out to be an online shop for the “stronger sex”. Lennart Heldmann brought enthusiasm to the table, while Harald Heldmann turned his attention to the abacus. “Our first step was to address our regular customers. After all, 65,000 e-mail addresses and 80,000 active customers in the womenswear segment are invaluable, especially as one has to assume that most of them have partners who they could talk into buying from us”, Harald Heldmann says while explaining the elegant restraint with which the project was introduced to the public little by little. Thereafter, the company ignited a firework of digital communication measures including social media, advertising on Google, and every other channel that enhances traffic at the online shop. 416 style in progress
Father and son: Lennart and Harald Heldmann present Classico Men, their latest project.
Room for the New
It soon became clear that the online shop would benefit from a stationary store. “As luck would have it, a colleague planning to give up his store approached me on the street”, Harald Heldmann reveals. He started calculating once again and the numbers spoke for themselves. Within a short period of time, a sign reading “Classico Men” was hung up above the entrance to an address wellknown to male fashion enthusiasts. It may only be 65 square metres small, but it’s a start. At the same time, the company also opened a womenswear branch directly opposite. In the language of entrepreneurs, this is termed generating synergy effects. The father-son team also generates certain synergy effects of its own. Lennart Heldmann: “We think differently in terms
of fashion, which is beneficial for our product range. While my father tends to order more classic products, I try to adapt to new trends as early as possible.” When asked about the objectives for the new menswear business, both men speak of reach, visibility, and competence. “The premium segment harbours quite an interesting niche. It’s a segment that was previously not served optimally both online and offline”, Harald Heldmann analyses. “Nevertheless, I don’t think we can call ourselves a menswear retailer just yet. The womenswear segment always was - and remains - our main focus.” The son nods in agreement as his father utters these words. However, the son is adamant that he is eager to promote his first project within the company with all the motivation he can muster.
Classico Men Grosse Bleichen 36 20354 Hamburg Germany www.myclassico.com/men Owner: Harald Heldmann Opening: July 2016 Employees: 3 Sales area: 65 sqm Brands for men: 0039 Italy, 7 For all Mankind, AG Jeans, Aglini, Alpha Industries, Baracuta, Barbour, Baronio, Belstaff, BLK Denim, Blonde No. 8, C.P. Company, Canada Goose, Canadian Classics, Closed, Colmar Originals, Como No. 1, Daniele Fiesoli, Deus Ex Machina, Drakewood, Drykorn, Dstrezzed, DU4, Goosecraft, Gran Sasso, Hannes Roether, Harris Wharf London, Hartford, Heldmann, IQ+ Berlin, Jacob Cohen, Kiefermann, Majestic Filatures, Mason’s, Matchless, MC2 Saint Barths, MMX Germany, Myths, Oakwood, Paltó, Parajumpers, Phil Petter, Post & Co, Q1, Rag & Bone, Samsoe & Samsoe, Save the Duck, Schott NYC, The Kooples, Todd Snyder x Champion, Wood Wood, Wool & Co Accessories brands: Anderson’s, Antica Cuoieria, Briston, Burlington, Buttero, Cowboysbag, Diadora Heritage, Diemme, Ecco x The Last Conspiracy, Espandrji l’originale, Falke, Fausto Colato, Filling Pieces, Fracap, Gino B., Grenson, Gum, H by Hudson, Kapten & Son, Kolmyo, Le Cord, Le Specs, n.d.c. Made by Hand, Miansai, Moma, National Standard, Native Union, Philippe Audibert, Philippe Model, Pig & Hen, Puma, Reptile’s House, Sandqvist, Superga, Taschen, TeNeues, The Last Conspiracy, The White Briefs, Umschau, Voile Blanche
