Retailer of the Week
02 Mar. 2011
DANIEL STEINDORF, UEBERVART, FRANKFURTSportswear International talked to Daniel Steindorf, owner of Frankfurt-based Uebervart, a concept store for men which opened in August of 2008, about how he manages to serve both the classic banker as well as the sportswear customer who is looking for cool sneakers with a retro touch. By Susannah Carey
“Our customers are looking for basics with a twist. I would say they are roughly between 25 and 55 years and aren’t scared of trying something new. They are looking for grown-up streetwear, nothing square, and they are definitely interested in international labels. That’s why we offer a wide variety of international labels, such as Marc by Marc Jacobs, Paul Smith, Folk, Acne, Filippa K, Levi’s, or James Perse. It’s very important to constantly offer our customers new labels in order to feed their appetite for something fresh.
Right now, customers are looking for taped chinos which are clean but have a vintage look. The top brand in this field is NN.07, a label from Denmark, which I sell like crazy. Regarding colors, a few weeks ago a curry tone was very popular, whereas right now cement/beige tones as well as mint green shades are the top sellers. The color really doesn’t matter that much; for my customers, it’s most important that the fabric is robust, let’s say 360 gram cotton fabric. The retail price for a pair of chinos like this would range between €139 and 199.
Uebervart shirt selection
Apart from apparel, cosmetics, books, magazines, DVDs, music, art, and accessories like scarves, belts, ties and totes, we also have a wide selection of footwear in our store. Next to shoes by Puma Black Station, Rokin Footwear, Vans or Volta, we started a special cooperation with Nike in September 2010 and offer Nike Quickstrike limited editions. This has really made an impact because it’s our strongest growing brand and that way we also attract a different target group which is looking for cool sneakers with a vintage appeal and retro running touch. Regarding Nike Quickstrikes, we have the pole position in Frankfurt because nobody else offers them in this special assortment.
Shoes have been my personal passion for years, and I have had the idea for a while of opening a second store in Frankfurt which completely focuses on footwear. And now, the dream comes true because this coming Saturday, March 5, we’ll open a second store on Frankfurt’s Kaiserplatz. Our ‘Uebervart’ concept will be transferred to the new store, except the store design and layout will be different. Whereas our main store located on Kleiner Hirschgraben represents 'clean chic', our new store will have a more ‘industrial vintage’ character and Amsterdam style. Here, we will focus on men’s footwear, but also offer unisex styles. Next to a greater variety of the Nike limited edition than in our main store, we will present limited editions from labels like Vans or Volta, as well as brands such as Tricker’s, n.d.c made by hand, Sperry, etc. In addition, by adding labels like Church, Grenson or Mark McNairy to our portfolio, we would also like to reach the classic customer.”
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