Herrlicher wants to grow. With an improved service and new markets. For this, the German based denim and fashion brand has been revamped. In order to improve its customer service, the team has been continuously strengthened and trained in the last few months. And new programs have been developed as well. New customers, for example, can obtain attractive exchanges and order terms with the so-called "Herrlicher-Tisch". The purchase order has also been optimized and the B-2-B shop has been revised. According to founder and owner Erwin O.Licher, the new strategy already has a positive effect: "We are increasingly perceived by larger houses. For example, With L & T, Osnabrück, we consolidate the existing partnership and implement a shop concept."

Erwin O. Licher
© Herrlicher
Erwin O. Licher
The signal is clear: the brand wants to show itself as a reliable partner for retailers. And this service should be replicated to new customers in new markets. After all, Herrlicher is aiming at a more international positioning. Licher: "In the meantime, we are so well positioned that we can increasingly serve the stationary trade in our neighboring countries." A new sales partner with Parisa Engel for the Austrian market was already found at the start. The focus is also on Scandinavia, the UK and Russia. Licher comments: "The product is not only going to be good but very well suited for Scandinavia. At the CIFF and Revolver trade fairs, we made good contacts. From Great Britain, despite Brexit and also from Russia, we receive serious offers from professional salespeople as well."

Fall/winter 17
© Herrlicher
Fall/winter 17
 
Contracts haven't been signed yet, negotiations are still on. Licher’s goal: "Once we have partnered with these professional agencies, we will support them with trade fair participations in order to successfully establish the stationary specialist retail in their countries."

At present, Herrlicher serves 350 dealers in Germany, Austria and Switzerland.


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