Premium Neighbourhood Fashion. Ingrid Dörr/Heilbronn

Ingrid Dörr/Heilbronn

PREMIUM NEIGHBOURHOOD FASHION In February, Ingrid Dörr relocated her store from the pedestrian zone to the outskirts of Heilbronn. Was the move a mistake? On the contrary…

The store shares the busy street with the kebab house on the other side of the road. Granted, this doesn’t sound like the best location for a boutique that stocks high-end women’s fashion. For Ingrid Dörr, however, it is picture perfect. “We have everything on one level here: a bright store with a cosy atmosphere and parking spots. Our customers love it,” she beams. “The area feels like a really colourful neighbourhood. It boasts an eclectic mix of businesses, a grammar school, offices, and medical practices. Our customer traffic has increased considerably since the move, mainly because our large shop windows allow a view of the store interior. That inspires curiosity.”

LUXURY AND NONCHALANCE Dörr took over a store with high-end children’s fashion and a small selection of womenswear in 2007. The latter segment was enlarged until the shop literally burst at the seams. In 2012, the business moved to “Kaiserstrasse” and thus into the main pedestrian zone. Three years later, Dörr revamped the entire concept by replacing children’s fashion with menswear. “I already had Dondup’s womenswear in my range and it was highly successful,” she explains. “In 2015, I decided to open a Dondup store for men and women, the only one of its kind in Germany.” Dörr went ahead with the audacious relocation after realising that the number of visitors to the city centre started dwindling. On top of it all, the two-and-a-half storey shop was too dark and uncomfortable. Dondup still occupies its own space in the store. In addition, the range includes jeans by Citizen of Humanity and trousers by Mason’s, complemented with Italian manufactory brands. “In order to stand out, we opt for collections that are not widely represented on the Internet,” she says. One example is the blouse collection by La Sarte Pettegole, which allows Dörr to choose fabrics individually. Bazaar Deluxe supplies fancy jackets and dresses, while Quantum Courage contributes t-shirts and sweats. Knitwear by 360 Cashmere tops off the range. Dörr embodies luxurious casualness. Her owner-managed business is renowned for top advice and service. “We really enjoy what we do,” Dörr smiles. “But success requires passion…”

Ingrid Dörr

Titotstrasse 14, Heilbronn/Germany www.ingrid-doerr-designermode.de Opening: March 2007; Re-opening: February 2019 Owner and General Manager: Ingrid Dörr Employees: 3 Sales area: 190 sqm Brands for women: 360 Cashmere, Anni Carlsson, Bazaar Deluxe, Citizens of Humanity, Dawn, Dea Kudibal, Dondup, History Repeat, Le Sarte Pettegole, Mason´s, Miss Goodlife, Princess goes Hollywood, Ragdoll LA, Quantum Courage, Steamery, Unbreakable, White T Brands for men: Dondup Accessories brands: Marjana von Berlepsch, Dondup