While Peek & Cloppenburg continue to wait for the optimal start time, the clothing chain Wöhrl is dashing ahead and is stepping into the online business with a revenue head start of 1 million euro (GE/EN).
To achieve this, Wöhrl took over Herrenkontor last February, a German online clothing retailer which was founded in 2006. The portal is planned to be relaunched as Wöhrl Herrenkontor in the next days.
Wöhrl: The online shop is getting a new website where the new Wöhrl logo will be displayed. And if Herrenkontor runs well, there will probably soon be Wöhrl Damenkontor [ladies’ fashion] and Wöhrl Kinderkontor [children’s fashion.]
E-commerce at Wöhrl has been the recent responsibility of Daniel D‘Amico, who comes from the Primondo daughter company Bogner Home Shopping.
It is a notable strategy to use an existing online shop to orchestrate an entry into e-commerce. Wöhrl is part owned (via 2 degrees of separation) by Ludwig Beck.
In the fashion industry it is now particularly exciting to see if the traditional brick and mortar apparel companies will be dealt better cards than Otto and Co.
Wöhrl has managing its strategy very adeptly up till now.
Originally posted in German by Jochen Krisch, adapted for excitingcommerce.com by Jason Soo.
