HNTA is the new streetwear store that opened its doors three months ago in Berlin Mitte. In-store and online the offer is exquisite and exclusive streetwear. We sat down with creators (and fashion business veterans) Daniel Blechman and Raphael Weinberg to chat about what the experience of being storeowners feels like.
When and why did you open your store? Tell us the story and your motivation!
We opened the HNTA store not long ago, about three months. The reason behind the store is to bring new labels to Germany and to build our own community.
What is important for you in terms of shopfitting and store design?
The most important thing for us is the products we offer. In terms of shop design we made it minimal and clean so that the goods are the main attraction.
What are the anchor brands? Which brands have you recently added to the assortment?
Our anchor brands are JuunJ, Undercover, Mastermind Japan, TheSoloist and Enfants Riches Deprimes. Just recently, we added Yang Li, Samizdat, Komakino, Ambush and Cottweiler to the assortment.
What are five products you couldn’t live without right now?
Right now a good T-shirt from Enfants Riches Déprimés, a jacket from JUUNJ, a good pair of jeans from Undercover, sneakers from the Mastermind Japan x Search N Design collab, a cap from Samizdat and sunglasses from Thierry Lasry.
Which fairs do you visit? Or do you only order at showrooms? Where do you inform yourself about trends?
We always stay informed through social media, friends, magazines, online research and traveling. That means we don’t visit fairs as much as we go to showrooms.
Do you also operate an online shop?
Yes we also have an online shop where we make most of our sales.
What makes your store different and in what ways does your store excel beyond your competition?
A tight excellent selection of brands and items.
How do you stay in touch with the wants and needs of your customers?
A good customer service through face to face, phone, email and social media communication.
Is there a kind of model store for you? Some shop (worldwide), who inspires you?
There are lots of good shops out there which we like: Colette (RIP) and Dover Street Market, but also GR8 in Tokyo or Maxfield in LA.
What is the biggest challenge for retailing right now?
The fast pace of the industry.
Which is the most important ingredient for successful retailing?
To know who your customer is and what they want and to always be on the pulse of time.