Hanro Launches Atelier Platform, Collaborating with Designer Arthur Arbesser
A Legacy of Quality and Craftsmanship
For over 140 years, Hanro has stood as a beacon of luxury in the lingerie, nightwear, and loungewear sectors. Established in 1884 in Liestal, Switzerland, by Albert Handschin and Carl Ronus, the brand has evolved from its humble beginnings to become a global name synonymous with exceptional quality and timeless elegance. Now headquartered in Götzis, Austria, Hanro is under the leadership of CEO Stephan Höhmann, who is steering the company into a new era of fashion innovation.
Expanding Horizons: The Atelier Initiative
In a bold move to broaden its appeal, Hanro has introduced the Atelier platform, designed to foster collaborations with artists and designers who resonate with the brand’s core values. This initiative marks a significant shift in Hanro’s strategy, as it seeks to engage a younger, more diverse audience while maintaining its commitment to quality and craftsmanship.
The Atelier’s inaugural collection features a collaboration with renowned Austrian designer Arthur Arbesser, known for his unique blend of contemporary design and traditional craftsmanship. This partnership was unveiled during Milan Fashion Week, where Höhmann expressed the brand’s desire to showcase its expertise in working closely with creative talents. “We wanted to demonstrate our ability to collaborate with artists or designers,” he stated, emphasizing the shared Austrian roots that connect Hanro and Arbesser.
The Capsule Collection: A Fusion of Comfort and Style
The centerpiece of the Atelier’s launch is a capsule collection comprising 15 pieces, characterized by a distinctive chequerboard motif designed by Arbesser. This design serves as a metaphor for the balance between order and creativity, reflecting both the brand’s heritage and the innovative spirit of contemporary fashion. The unisex collection aims to merge comfort with style, offering timeless garments that appeal to a modern audience.
Höhmann noted the ease of collaboration with Arbesser, who quickly grasped the essence of Hanro’s materials and design philosophy. “He fell in love with our fabrics and appreciated our uncompromising approach,” he remarked. This synergy between the two entities has resulted in a collection that not only meets customer demands but also pushes the boundaries of what Hanro can offer.
Global Reach and Market Performance
As Hanro embarks on this new chapter, the company is also experiencing robust financial growth. Höhmann confirmed that the 2024 financial year saw a turnover surpassing that of 2023, which had already matched the record levels of 2019. Projections for 2025 indicate a further increase, albeit modest, of approximately 1.5%. “This year has gone very well up to August; we will see how our key markets perform as the year draws to a close,” he added.
Hanro’s primary market remains the United States, followed closely by Germany and Switzerland. The brand has also made significant inroads into the Middle East, where it boasts what Höhmann describes as “our best store ever in Dubai.” The recent opening of a unique boutique in Riyadh, Saudi Arabia, further exemplifies Hanro’s innovative approach to retail. This store features separate entrances for men and women, allowing for a unique shopping experience while still promoting inclusivity.
Commitment to Sustainability
In an era where sustainability is paramount, Hanro is committed to responsible production practices. The company’s products are made in Europe and carry the OEKO-TEX Standard 100 certification, ensuring that they meet high safety and environmental standards. Approximately 80% of the fabrics used in Hanro products are produced at its facility in Vorarlberg, Austria, before being sent to Portugal for final production. This localized approach not only supports European craftsmanship but also minimizes the brand’s carbon footprint.
A Bright Future Ahead
With a distribution network that spans nearly 50 countries and includes approximately 2,000 multi-brand stores, Hanro is well-positioned for continued growth. The company operates 13 single-brand stores in key cities such as New York, Beverly Hills, Dubai, and London, employing a lean structure that allows for agility and responsiveness to market trends.
As Hanro embraces this new chapter with the Atelier platform and its collaboration with Arthur Arbesser, the brand is not just looking to expand its product offerings but also to redefine its identity in the fashion landscape. By blending its rich heritage with contemporary design, Hanro aims to attract a new generation of customers while remaining true to its roots.
Conclusion
Hanro’s launch of the Atelier platform marks a significant evolution in the brand’s storied history. By collaborating with visionary designers like Arthur Arbesser, Hanro is not only enhancing its product line but also reinforcing its commitment to quality, sustainability, and innovation. As the company navigates this new terrain, it remains dedicated to its founding principles while embracing the future of fashion.
