Jailwear brand HAEFTLING expansion

04 Dec '07

3 min read

The HAEFTLING label was launched in 2003 as the world's first jailwear brand with its own marketing strategy outside the prison walls. Right from the beginning, the product has generated a great deal of interest from the international press.

The idea was thought up by the creative agency “Herr Ledesi” in Berlin, to manufacture clothing and lifestyle products in German prisons. This was first realized with a sales strategy using an online shop and temporary guerilla stores. With continual international growth in demand for these unusual products, Stephan Bohle, Managing Director of “Herr Ledesi”, has decided to expand the HAEFTLING strategy across Europe together with a professional team with its origin in the sportswear market.

From November 1st, 2007, Haeftling Jailwear GmbH & Co KG, has been managing all administrative business, sales and logistics from its new headquarters in Hamburg, Germany. Along with shareholder Stephan Bohle, who remains responsible for marketing, Ahmad Keyaniyan has joined the company as shareholder and Managing Director. Mr. Keyaniyan has built a reputation with over 25 years of experience in sportswear, including being Sales Director Europe at Dickies Workwear before moving to HAEFTLING.

The Collection
HAEFTLING Jailwear shops are planned to open in spring 2008 in Hamburg and Berlin. The relaunch of the online shop at the beginning of next year will signal the start of the new strategy. The creation of a sales network across Europe is underway. In addition to Germany, countries being targeted include Austria, Belgium, Denmark, the Netherlands, Switzerland and the UK.

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