Hanro invests in monobrand retailing

18 December 2022

With a new store concept, the Austrian brand has opened a flagship in New York as well as announcing the restyling of the Tuchlauben Street store in Vienna and renewal of key sales points in Germany and Switzerland.

In October, Hanro opened its second store in the Big Apple, their third in the United States, following the one in New York’s Meatpacking District and the Beverly Hills sales point. This second New York retail outlet measures of 12916 square feet and is located on Madison Avenue, in the Upper East Side, only a few feet away from the Guggenheim and the Metropolitan Museum. "We know that Manhattan's Upper East Side has the highest density of Hanro customers in the United States. With the new store, we are offering our customers a perfect place to experience our entire product range for themselves," says Stephan Hohmann, Managing Director at Hanro.

The New York boutique is Hanros’ 13th flagship worldwide. The others are located in Munich, Gstaad, London, Amsterdam, Rome, Dubai and Vienna.

The Viennese flagship, located in a prestigious area of the city, on the luxury Tuchlauben shopping street in the First District, was the first of the Hanro stores to be founded. In 2022, Vienna’s renowned architecture studio "Megatabs Architekten" was entrusted with completely renovating the sales outlet.

The highlight of the restyling are the storefront window and the fitting room area, designed to provide privacy in a comfortable space, divided from the sales area by an ample curtain.
Abiding by the motto "less is more", the new concept expressed in both stores is a reflection of Hanro’s Dna: a striking, timeless design that combines wood and cream shades with warm and bright hues.

In 2022 Hanro also invested in key points of sale in Germany and Switzerland, including in Baermans am Tegernsee, which has been one of Germany’s reference lingerie and swimwear stores for 50 years. In Germany the brand unveiled a new corner inside the SiNN a Trier clothing store and expanded the existing dedicated women’s space inside GKK Weltstadthaus Mönckebergstrasse in Hamburg, where it is currently renovating the men’s area. December will also see the expansion of the women’s store in Dresden’s GKK and the opening of a new men’s shop-in-shop. In Switzerland, the brand has invested in the refreshing of its space inside the Jelmoli luxury department store in Zurich and has expanded the men's area with a new dedicated shop-in-shop. The brand is also moving to increase its presence and visibility in specialty stores, with new spaces in high-end stores in Germany and Switzerland.

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Hanro invests in monobrand retailing

With a new store concept, the Austrian brand has opened a flagship in New York as well as announcing the restyling of the Tuchlauben Street store in Vienna and renewal of key sales points in Germany and Switzerland.

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