EXCLUSIVE: Hanro to unveil anniversary collection

Hanro of Switzerland is celebrating its 130th anniversary this year with the launch of a capsule collection, Lingerie Insight has learned.

The Universe of Hanro, which the brand says is designed to represent “the whole world of Hanro”, will make its debut at Salon International de la Lingerie this month.

The line consists of luxurious and timelessly-modern lingerie, nightwear and loungewear for men and women, as well as a vintage collection – a feminine bodydress, inspired by an original piece from
the Swiss Hanro archive, dating back to 1924.

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Garments are made with premium fabrics previously used in the brand’s best-selling ranges, such as cotton-cashmere, cotton tulle, silk and viscose satin, while Art Nouveau lace and embroidery add finishing touches to the collection.

Colours range from shades of gold to wine red with an ornamental print.

Hanro head of product and design Heike Dückers commented on the range: “All styles are in perfect harmony with each other and can be mixed and matched individually. The anniversary collection is a real Hanro kaleidoscope for every occasion – indoors or outdoors – day or night.”

The news comes as Hanro works to expand its visibility around the world, and particularly in the UK.

The brand opened a stand-alone boutique in South Molton Street, a chic retail hotspot in London’s Mayfair, just three months ago.

Hanro managing director Stephan Hohmann told Lingerie Insight: “[The store opening] is very energising for us because London is so important for us. We have five stores [located across the globe] already but, from a commercial point of view,

I think this is a flagship. We are in the right city, in the right street. London is the Hanro capital of Europe, if not the world, because we have so many point of sales here, which are really, really strong.”

Hohmann explained that Hanro would not be opening any more dedicated boutiques in the UK in the near future. “For the time being, the UK market for Hanro is really a London market because our major point of sales are here and the international customer is here,” he said.

But the managing director didn’t rule out expanding the brand’s presence in the UK market through other channels.

“We are running a web store in the UK. It only started in 2012, but it’s doing really well. This shows us that we are under-distributed and we must always look for new areas to sell our product,” he said.

“Visibility is very important for brand building – that’s one of the reasons why we have [the South Molton Street store] in probably one of the most important cities in the world, in terms of consumption anyway. We have a sales force in the UK dedicated in to Hanro and we are exhibiting in Birmingham this year,” added Hohmann.




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