Rich & Royal campaign
Rich & Royal campaign

10 Dec. 2012

Rich & Royal opens shop-in-shops

This season German fashion brand Rich & Royal started to offer a shop-in-shop system. The concept shall be installed at 20 to 25 client’s stores within the next months, the first shops already went live in the last weeks.

The displays that have been developed together with German shopfitting company Knoblauch show wooden veneers and gold colored metal tubes in a puristic style, the branded areas start with corners of about 20 sqm size, “the ideal model will run between 35 to 40 sqm,“ explains Denis Stupp, managing director and owner of Peter Stupp Design Mode GmbH, the mother company behind Rich & Royal.

Rich & Royal's new shop-in-shop concept
Rich & Royal's new shop-in-shop concept

On the product side Rich & Royal hired a new designer to expand the number of ready-to-wear pieces such as blazers and suits within the mens- and womenswear lines. „So far the percentage of ready-to-wear within our collection is about 20%, but it should become 35% with an even higher focus in the womenswear,“ says Patrick Stupp, brother and also managing director.

Recently two new Rich & Royal showrooms opened their doors: on Munich’s Balanstreet a 186 sqm showroom was introduced whereas the 250 sqm facility in the Düsseldorf Media Port area was completely renovated. In Janaury the collections will be also presented at Berlin’s Bread & Butter with a new booth position in the Urban Base area (former Denim Base).
Sabine Kühnl

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