Inge Winterberg is an allrounder: yoga teacher, interior designer, but at the bottom of her heart she is a retailer. For more than 12 years she leads her concept store Spazio in Frankfurt’s west which, besides womenswear, also offers shoes, accessories, jewelry and interior design by brands like Joseph, Bash, Sonia Rykiel, Tara Jarmon, Baum & Pferdgarten, Chie Mihara and L’Autre Chose. Between carefully restored historic buildings, comfortable restaurants and small business units, Spazio fits in perfectly. A broad window façade decorated with mannequins invites fashion-hungry women on the lookout for the latest trends or just for a chat – as that is always welcome at Winterberg’s and her teams - in the store. “We have many amazing customers,” says Winterberg. “But it’s not only about the products we offer. The personal level and relationship to our customers is important to us.” And one can feel it. Anyone who wants, gets a coffee or a glass of champagne. Professional advice is important to Winterberg as well. Here she explains why.
You recently moved to a bigger shop in the same city district. What do you like about the position in the middle of a residential area?
The location in the middle of a residential area is very attractive and inspiring. We have many international customers who find their way to our shop. But many of our customers live in the neighborhood. Our assortment is sophisticated and selected, it fits the district. Our customers appreciate beauty and get our concept. Most of them share the same interests such as travelling, architecture, art etc. That’s why we wanted to stay here.
What has changed since moving?
Our new shop offers more space. Additionally, we updated the look of the store. Our DNA is feminine which reflects in the interior design and the color scheme. I just love pretty things and like to combine different styles to create a harmonious look.
You have a close personal relationship with your customers…
This is indeed very important to us. In our store it’s not only about the products we offer and sell, but also about the personal level with each and every customer. We live our concept and treat the clients like good friends. That also needs a good and honest consultation. We don’t just advice to buy, just to make more profit. We are interested in finding the right thing for each customer. And one gets to know the wishes of the client with time.
Do you also keep your clients in mind when it comes to ordering?
Yes, a good buying team needs to do that! That’s for example why I order certain things in certain sizes, because I know that some customers are looking for it. But of course there can’t just be the tried and true. Our assortments always needs to offer something old, familiar and well-approved. But at the same time one needs to provide the new and to surprise. It is the mix that is important. That’s what makes a retailer competent.
Spazio offers a selected assortment. Which fairs do you attend?
I go to the Maison & Objet and order in Paris and Düsseldorf at the showrooms. I don’t visit Berlin anymore as I no longer make finds there.
Which are your anchor brands and how high is your budget on short-notice goods?
Our anchor brands are Chie Mihara, Tara Jarmon, Joseph, Bash, Baum & Pferdgarten and L’Autre Chose. The pre-order makes about 80%, the residual 20% are for short-notice products.
What are the bestsellers at the moment?
Tulle-skirts, flared and long, casual plissé-skirts sell very good right now. Other bestsellers are flower prints, chemises, flared jeans and blousons.
How do you want to raise the desire for fashion? What is important about the collections to you?
I review all collections each season and when they’re not spot on, I don’t order them. For me a collection always needs to offer something new and surprising, and of course the qualities and workmanship need to be right, also the cuts need to convince. In addition, details are important to me as well as the story of a brand. We only order select pieces from the collections and only small amounts so we can repeatedly provide new fabrics on our shop floor.
Spazio Concept Store
Eppsteiner Straße 25
T +49 (0) 69 71 58 88 84