Amorph owner Iris Jorde and Christian Brennenstuhl

Amorph owner Iris Jorde and Christian Brennenstuhl

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Retailer of the Week
 

07 Nov. 2012

Christian Brennenstuhl and Iris Jorde, owner of Amorph, Berlin

This week's retailers Christian Brennenstuhl and Iris Jorde, owner of fashion store Amorph in Berlin talk about the store's concept, bestsellers and future trends.

Why did you open your store? Tell us the story behind.
Somebody offered us the first location. It is some kind of a tube space in the building right underneath the overground station – so the location inspired us right away. I worked my whole life in the music business (last positions were PR Director with Universal music / before I was MD of Xavier Naidoo’s company SÖHNE MANNHEIMS, one of Germany’s best selling Soul / Rockband) – my husband Chris worked with other Media and Event Companies.
So we were sitting in the sun at Savignyplatz with the hairstylist CIVAN. Next to his location he had rented two more tube spaces. He wanted a Caffee/Restaurant to his right  and a concept store on left side.
Unexpectedly he just asked me : Do you want to rent this place for a concept store and we said yes. So a year and a half after my maternity leave we started with no idea about the business.

What are your current bestselling labels? Which are your personal favorite brands?
Iro, Lala Berlin, Acne, t by Alexander Wang, Avelon, Humanoid, Helmut, Goldsign Jeans. My personal favourite brand is Iro or Isabel Marant.

How important is the denim segment for your store?
Long live Goldsign Jeans - they are the best. We have the brand for years. We are selling Jeans very well, also Acne, Mother and the new brand Koral. But I guess you won’t see them that much in the store. More on the mannequins in the window. Were we are located there is a lot of trouble with competing companies going on. We are so tired of this power gaming.

In terms of denims: Which cuts / shapes / washings / colors are most popular at the moment?
We all love skinny – short as we all wear a lot of them by ourselves with short boots.

The perfect fit with an Acne Pistol, Star or Cypress Booty. Or don’t we have all hightop sneaker now?
Great sellers are grey / black / darker washings / coated jeans.

Do customers search for favourite brands and special styles or do they buy spontaneously?
I would say we have cool customers. They buy by taste and not just by Brand. But of course as we are close to legendary Kudamm we have everyday peope or tourists as well. As The Instyle magazine is writing about some of our brands THIS SEASON yes they also come by now for IRO or Acne.

Where do you order your products?
In Showrooms in Germany, Paris, Milano, Copenhagen



What inspires you, where do you get your information about upcoming trends?
We talk with the people. We talk with our international customer. We read a lot, we travel a lot. We are open for new communication ways. Sometimes I read a blog but not very often. We just walk around with open eyes…

Are there any new brands which you have ordered for the first time now?
Yes, we order Helmut, Thu Thu and Forte Forte.

What do you think will be the key-pieces/trends in 2013?
For us there is not that much new coming up. We believe strongly in Hightop Sneakers as they are fun and new. But also we sell them for a year already. I think we are done with all this very much oversized kind of Scandinavian looks but a cool jeans with some rock attitude kind of Ikat pattern designs for example or very washed out jeans looks could be strong. We bought a lot of typically IRO jackets with palettes and others fabric mixes. Some kind of soft indian style will also be there.


How do you stay in contact to your (regular) customers?
With a smile as soon as they come through the door… Boh we are sooo lazy in these things. But we have a “kind of a blog” and of course we offer some to send order pictures shortly before delivery starts and sent them a first choice to their homes. So this costumer can have a look what fits best with some styles from last season. And as we know our costumer quite good they bring nothing back….

What do you like about your location and your customers?
The new location close to legendary Kudamm is sooo funny and different to the others. Suddenly we see so much fur.
It sounds so stupid but our customers become friends so fast as we are very open minded and interested. Nothing would mind me more as an arrogant sales person running behind me with no personal taste.

Are there any differences to similar stores in cities like Berlin, London or New York?
I’m sure that we all are wearing different things. US people are definitely different and in fashion often too loud and I guess right now in London nobody is wondering about Jeffrey Campbell boots. I just hate this style of shoes….!!!

Do you have an online shop?
Oh don’t have a look now…. We are trying to build this up and fill it with life but also we jump from one job to the other. Counter Cyclical to order and shopping months we run our own label products with Amorph very successfully. We have around 400 customers for a scarf collection and some styles of cashmere sweaters. We did our own and limited Amorph 1921 Jeans Cooperation for our official store opening and some fan shirts. We just love to have our own products and we are so happy when other stores are coming up and ask for an order.
Also we distribute and we are agents of French silk label Toupy from Paris/France.

Is there a role model for your shop? Any store – worldwide – which inspires you?
No role model – we just respect good buyers with a good and individual taste….
I love Kerstin’s store Hayashi from Frankfurt old Germany– Berlin says Hi!!

Amorph
Savignyplatz 591 (im S-Bahnbogen) 
10623 Berlin
+49 30 31990585
www.amorph-berlin.com/


Lena Elster

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