Everything Turned Upside Down. Stulz/Waldshut-Tiengen

The Frauenzimmer’s vaulted cellar is deliberately staged by the Wartners.

Stulz/Waldshut-Tiengen

EVERYTHING TURNED UPSIDE DOWN Thomas and Anette Wartner are reinventing themselves and their three store concepts. However, they would never abandon their unwavering focus on tailor-made formats that suit their customers’ tastes. The same applies to their pleasure in enjoying retail life.

Anette and Thomas Wartner rarely have time to spare. When they do, they use it for brainstorming on how they could refine the range to surprise their clientele anew. “We turned everything upside down and completely realigned our three stores in August,” says Thomas Wartner.

STULZ 4.0 The result is a clearer structure for all three stores, which are incidentally grouped close together. The women’s store is now called Tradizionale: more exquisite and

The New Dandy Club resembles a men’s salon, complete with gin bar and dark furniture.

Anette and Thomas Wartner are brimming with positive energy, which makes them such a special retail couple.

The Tradizionale store: elegant, high-end, and unique.

individual. The bespoke studio is embellished by specialist brands for men and women, including Circolo, Myths, and Van Laack’s tailor-made shirts, as well as Handstich and Peuterey. “The men’s store is now called New Dandy Club: cool, smart, and ageless,” Thomas Wartner explains. Bob Italy inspires with unique creativity. Dstrezzed’s cool dandy look is reflected in the store’s new name. The concept is underpinned with a gin bar and dark furniture one would expect in a cigar lounge. Last but not least, the Frauenzimmer stocks Marc Aurel, Gardeur, and Eterna blouses. “The UEins in the vaulted cellar has been redesigned. Mos Mosh and Coster Copenhagen appeal to fashionable, price-conscious women,” Thomas Wartner adds. The second basement is the perfect space for pop-up areas and events. “We have simplified all processes for the benefit of our customers,” Thomas Wartner smiles. “Our merchandise management system is cloud-based, which means we can spend more time in the store to promote our goods. The Stulz app keeps customers without social media accounts up to date.” All three stores remain closed on Mondays. But the Wartners wouldn’t be who they are if they wouldn’t offer a little something anyway. Mondays are now earmarked for private shopping appointments including brunch, or for evening lounge events featuring beer and wine.

Stulz: Mode: Genuss: Leben

www.stulz-mode.de

Tradizionale

Kaiserstrasse 64, Waldshut/Germany Employees: 4 Sales area: 145 sqm Brands for women: among others Circolo 1901, Dawn Denim, Handstich, Luisa Cerano, Myths, Peuterey, Stulz, Thomas Rath Trousers Brands for men: among others 7 for All Mankind, Circolo 1901, Eduard Dressler, Handstich, Myths, MMX, Phil Petter, Stulz, The Nim Accessories brands: among others 1943 Andrea, Dressed Sneaker, Mey Story, Officine Creative, Pfeffersack & Söhne, Viani

New Dandy Club

Kaiserstrasse 46, Waldshut/Germany Employees: 3 Sales area: 116 sqm Brands for men: among others Bob Italy, Desoto, Dstrezzed, Goldgarn Denim, Plain Nordic Accessories brands: among others 1Bottlerocket, Garment Project, Hudson London, Pig&Hen, Steamery, Stulz Gin, Tribute Gin

Frauenzimmer

Wallstrasse 9, Waldshut/Germany Employees: 2 Sales area: 98 sqm Brands for women: Absolut Cashmere, Blonde 8, Como No.1, Coster Copenhagen, Gardeur, Marc Aurel, Mos Mosh, Pom Amsterdam Accessories brands: Adax, Philip Hog, Nicolas Vahe, Solotwentyfive, Steamery