S.Oliver Event Düsseldorf, CEO Reiner Pichler
S.Oliver Event Düsseldorf, CEO Reiner Pichler

31 Jul. 2014

S.Oliver announces extensive brand restructure

During the Düsseldorf ordering days, German casualwear brand S.Oliver has announced its new market strategy with extensive restructuring plans. The launch of the new brand world took place during the Family & Friends event with 1,000 guests from the industry and media.

The new strategy focusses on the main brand S.Oliver, which will continue to offer casual styles. Sub label Sir Oliver will be transformed into S.Oliver Premium, providing a wide range from evening wear to sportive looks. QS by S.Oliver will change into S.Oliver Denim, offering a trend-focused collection with short termed flash programs and a higher frequency within the time-to-market. “With the new concept of placing S.Oliver as umbrella brand with corresponding sub labels we can reach a wider range of customers with only one brand. We’ll invest more than ever into the brand communication of the new S.Oliver world,” explains CEO Reiner Pichler.

S.Oliver Premium runway look
S.Oliver Premium runway look
Another progressive development will concentrate on the market expansion. Mathias Eckert, CEO international wholesale and franchise states: “S.Oliver will stay a strong partner worldwide.” The brands Comma, Triangle by S.Oliver and Liebeskind Berlin will continue to operate independently.

A further step of the brand’s restructuring is the revision of the shop design. The S.Oliver brand and the two sub labels will be presented within an open room structure. Surfaces made of wood underline the casual look of S.Oliver, while illuminated marble walls represent the S.Oliver Premium label. Blue glazed walls and concrete elements create an urban atmosphere for the S.Oliver Denim section.
Alexandra Spiegel

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