Mei Platzl Genussklub
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Two traditional stores, one vision

For three generations, the Hirmer brand has stood for first-class men's fashion and expert style advice in Munich. The imposing flagship store in Kaufingerstraße is one of the world's largest men's fashion stores, with 9,000 square meters on six floors. We have long enjoyed an appreciative and successful partnership with Hirmer, which is based on similar entrepreneurial values. In an interview with the marketing heads of Hirmer - Mariella Kabirschke and Nico Throm von Gronau - we talked about tradition, quality, sustainability and the cooperation with the Platzl Hotels.

Hirmer is a traditional-conscious family business in Munich. What role does this tradition play for you and what values characterize your company?

Hirmer is now in its third generation as a family business. The values that we live by every day are derived from this stability: Competence, humanity and sustainable foresight! These principles serve as points of reference for all our entrepreneurial activities, allowing us to think long-term and stay on course even when faced with challenges.

As a tradition Munich-based company, you are deeply connected to the city. How important are these local roots to you?

Munich is not just our location - Munich is our home and an essential part of our identity. This connection goes far beyond the purely business aspect. We are committed to the local community and support regional initiatives and partnerships. Cooperation with our traditional Munich companies such as the Platzl Hotels is particularly important to us. Such partnerships not only strengthen the local economy, but also promote the exchange of experiences and contribute to the preservation of shared values. Wee see ourselves as part of a network that shapes and preserves Munich's identity and way of life.

What makes this partnership so special?

The collaboration with the Platzl Hotel was born out of a shared connection to the city of Munich and a shared appreciation for tradition, craftsmanship and customer focus. What makes this partnership special is the opportunity to utilize synergies and offer our customers a hoolistic experience that combines first-class fashion and outstanding hospitality. We see great potential for the future in this collaboration. Together, we can not only strengthen our brand presence, but also pool our expertise, address new customer groups and offer them real added value.

In the fashion context, expertise could also be translated as quality. How do you ensure that your range meets the highest standards?

Our customers rightly expect first-class quality - this requirement guides our buyers when selecting the collections on display. We work with top international brands such as HUGO BOSS, Polo Ralph Lauren, Lacoste and Tommy Hilfiger, which are known for their high quality standards. We are particularly proud of our flagship store in Kaufingerstrasse, which offers a unique shopping experience across 9,000 square meters and six floors. It is entirely tailored to the needs of our male customers. Here, carefully curated, high-quality fashion is combined with a competent and modern service - from personal style consultants to tailor-made fittings. It also has special expertise in big and tall size for men.

In times of fast fashion and social media outfits, this question seems particularly relevant: How does an established fashion company like Hirmer manage to counteract these unsustainable trends?

While the throwaway mentality is a major problem in certain segments, sustainability is becoming increasingly important in the fashion world as a whole. It is clear that we need to incentivize customers to buy sustainable and quality fashion, and at Hirmer we take this responsibility seriously. We are continuosly expanding our range to include sustainable brands such as Colorful Standard, whose garments are made from 100% organic cotton. This is an ongoing process that we are constantly working on and are in close contact with our suppliers.

At the same time, we focus on innovative concepts so that customers prefer to store with us rather than with fast fashion providers (online), not just because of the products, but because of the overall shopping experience. One example of this is our partnership with Barbour, which has resulted in Germany's largest Barbour store within our flagship store.

Finally: Do you have a personal tip for style-conscious men?

A timeless classic that we can recommend to every man is the dark blue suit combined with a white shirt and a discreet tie. This ensemble is versatile and exudes elegance and style. But regardless of the outtfit you choose, there is one crucial factor that determines the perfect appearance: the fit. Even the highest quality garment loses its impact if it doesn't fit properly. That's why our most important piece of advice is: always make sure you get a good fit and don't be afraid to have adjustments made if necessary. It is precisely this service, the individual advice and the tailor-made adjustments that characterize a traditional store like Hirmer.