Atelier GARDEUR gave retailers, suppliers and press representatives exclusive insights into the Mönchengladbach trouser atelier on 21 and 22 May. CEO and majority shareholder Gerhard Kränzle demonstrated that Atelier GARDEUR offers three unbeatable advantages: the best product, the most satisfied end consumers and the highest profits for retail partners. Furthermore, he explained to visitors his vision of a fully vertical partnership that he wishes to use to innovate retail over the next few years.
From 3.00 pm until late into the evening Atelier GARDEUR offered visitors a comprehensive programme: on a guided tour they were initiated by Atelier GARDEUR staff into the secrets of a beautiful silhouette and were shown the results of a more than three-year process of change aimed at sharpening the brand. In an interactive keynote speech Atilla Vuran, head of the Grundl Leadership Akademie, described what challenges people encounter during change – and how they can rise to these challenges. The event was rounded off by a live cooking show by the team of star chef Nelson Müller.
To illustrate the brand’s USP to visitors Gerhard Kränzle presented a scientific study of the competition featuring different fits which was demonstrated beforehand by live models. “The benchmark study impressed me very much. The visual differences are anything but nuances,” said Sybille Frei, Editor-in-Chief at Textil-Revue. Visitors also had the chance to try trousers on themselves to convince themselves of the perfect fit. “You can talk all you like but ultimately a pair of trousers only really proves itself when you put it on,” said CEO Kränzle.
This was also confirmed by retailers, “I tried on a pair of Atelier GARDEUR trousers for the first time and my immediate reaction was ‘Wow! They’re really comfy!’ said Angelika Iserlohe from Herrenmode Iserlohe in Altenkirchen.
“I was particularly impressed by the process of change within the company,” said Marc van Hunnik, Buining in Apeldoorn. “Atelier GARDEUR understands end consumer needs and acts quickly. The models illustrated the different men’s styles perfectly – great!”
“A really authentic tour! Gerhard Kränzle impressed visitors with his proximity to staff,” said Matthias Timm from Nessler GmbH. “The brand’s USP is really convincing and the products offer great fit solutions.”
“A mood of new departures, a change of mindset, motivated staff and a boss who is ‘rooted in the product,’ are my impressions of the event,” said Rainer Ahlers from cotton styles GmbH in Dingden.
International visitors – retailers, suppliers and pressrepresentatives – came from Germany, Austria, Switzerland, the Netherlands, Italy and Portugal. German retailers included the likes of Wöhrl, AppelrathCüpper and Baltz.