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EDITED to Open Flagship Store in Hamburg

Online goes offline: On 22. October, the online fashion label EDITED will open a 200 sq m flagship store at Hamburg's trendy Schanzenviertel

EDITED, the online fashion brand of tHamburg’s Otto Group subsidiaryCollins, is now also active in retail. From 22 October 2015, EDITED customers will be able to shop in the brand’s first flagship store, covering more than 200 square metres in Hamburg’s trendy Schanzenviertel. The range for fashion-savvy men and women includes clothing and accessories.

Best-Selling Brand

Launched 19 months ago, a today offers to urban fashionista a curated brand portfolio of about 200 brands and the store’s private EDITED label that quickly developed into the best-selling brand of the online shop. Now, the online fashion shop is breaking new ground: “In first tests conducted in selected shops in Hamburg, our own brand “EDITED the label” also developed offline as rapidly as online as best-selling brand. This fact convinced us to open our own flagship store”, explains Hannes Wiese, co-founder and Co-CEO at Collins.

More Stores Planned

The range includes a curated selection of foreign brands for women and men (about 75 per cent share of range), the private label EDITED the label (approximately 25 percent range share). “The store in Hamburg is our first step into stationary retail. When the stationary approach turns out successful for us and new customers can be won for, additional stores in selected locations are quite possible”, said Wiese.

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