Live Better, Dress Better. Gehmacher/Salzburg

Gehmacher/Salzburg

LIVE BETTER, DRESS BETTER

Anyone who is interested in opening a store in one of Salzburg’s prime locations has to go through an application process. “We are thrilled to have been approved,” says Heidi Gehmacher. In June 2019, the long-established interior specialist opened a second store on “Alter Markt”. “We’re on the sunny side,” smiles daughter Julia. She joined the business two years ago and is learning all aspects from scratch. The company has been family-owned for 100 years. “We started as a curtain and bed specialist before evolving into a stylish living expert,” explains Heidi Gehmacher. “Our special blend of home items and clothing is truly unique and fascinates our customers. Nevertheless, we deliberately opted for textiles for the new store concept. We make sure that we stock brands that manufacture in Europe and are regional. With Rettl 1868, for example, we have an Austrian ‘Trachten’ manufacturer in our range.” The store concept is still diverse. “We have no fear of contact and prefer to combine classic and modern.” Trachten pieces are displayed alongside cashmere sweaters. While premium brands such as Steven K. are permanent guests, the store is also always open to special creations by contemporary labels such as Max Volmary. “We enjoy testing ourselves,” is how Julia Gehmacher sums up the corporate philosophy that has turned beauty into lifestyle. In fact, the blend of classic and modern is also reflected in the interior. Dark walls, heavy tables, and opulent chandeliers lend the room sublimity. The store is flooded with light through high window fronts. Contemporary elements add a modern, elegant note. Even if this new Gehmacher store relies on clothing, it cannot deny that it was designed by the best interior decorators in Mozart’s hometown.

Heidi and Julia Gehmacher - a family in the service of excellent style.

Gehmacher is an institution in Salzburg. Now it has its own clothing shop.

Gehmacher

Alter Markt 3, Salzburg/Austria www.gehmacher.at Opening: 28th of June 2019 Owners: Gehmacher family Sales area: 110 sqm Brands: Aida Barni, Articles of Society, Bruno Premi, Chi Chi Fan, Date, Dirndl & Bua, Ed Parrish, Frau, FTC cashmere, Furla, Gehmacher, Gottseidank, Max Volmary, Natures Collection, Peuterey, Rettl, Rock and Blue, Saki, Steven K., Soluzione, White Sand, Wunderfell, Yuliaffairs

Jessica Drac strives to make people rethink, especially young customers.

Loyale. Fair/Stuttgart

SMALL AREA – GRAND APPEARANCE

Jessica Drac’s aim has always been to bring fair fashion to a location with substantial customer traffic. With this goal in mind, she launched her store in “Kaufhaus Gerber” in Stuttgart in mid-June 2018. On an area of 60 square metres, she presents a carefully curated, diverse range of fashion, accessories, shoes, jewellery, and cosmetics. True to the premise “Fair to the Environment, Animals, and People”, Drac only stocks sustainable labels that manufacture in Europe or have certificates to prove that they produce responsibly in Asia. The store doesn’t sell garments made of wool or silk. All cosmetics are vegan. “My vision for Loyale is to make fair fashion more visible and to prove how stylish fashion can be without exploiting people, animals, and the environment,” says the 30-year-old, who previously gathered fair fashion experience as store manager at DearGoods for many years. “I want to inspire people, especially young people, to reflect on things and to create awareness for conscious shopping. That’s why I decided to open Loyale in a department store, a location where one usually doesn’t expect to find fair fashion.” This decision has earned plenty of praise from loyal regulars, walk-in customers, and interested passers-by who are keen on engaging. Initially, Drac focused on women, but the range could be expanded to include underwear, as well as fashion for children and men. Discounted items are not sold as sale items, but – since the beginning of March this year – via an outlet pop-up right in front of her store. “This allows me to introduce high-quality fair fashion to price-sensitive customers. In addition, the outlet serves as an extension of the store and enables me to keep stock to a minimum.”

Loyale. Fair

Sophienstr. 21, Gerber Kaufhaus, Stuttgart/Germany www.loyale-fair.de, @loyale_fair Owner: Jessica Drac Opening: June 2018 Sales area: 60 sqm Employees: 3 temporary employees Brands: A Beautiful Story, Amov, Antonio Verde, Dedicated, Ekn, Ethletics, Evolve Cosmetics, Eyd Clothing, Fremdformat, Good Guys, Jann’June, Kerbholz, Kings of Indigo, Lovjoi, Nae Vegan, Nui Berlin, People Tree, Saluti, Studio Cossac, Studio Jux, Suite 13, Umiwi Berlin, Underprotection, Wills Vegan, Wunderwerk

Concept store and outlet pop-up: Loyale allows Jessica Drac to consciously address department store customers in order to introduce fair fashion to as many people as possible.