Antones by Sarah Freise
Customers are guests
Sometimes change happens quietly through the consistent development of what already works. For Sarah Freise, founder of Antones, this season is all about that: a clear strategic direction and strengthening her own profile.
For the first time in Antones' short history, Sarah Freise is relying entirely on her own showrooms in Düsseldorf and Munich. This is a step that is both strategic and very personal.
"I invite my partners to be my guests," she says. For her, it's not about selling as much as possible, but about working together to improve results. "It's my job to understand my customers in all their individuality," she believes. "Especially in challenging times, we need space for good conversations, for listening—or for laughing. That's often crucial."
Antones is starting the season with an unchanged brand portfolio. "I want to stay focused," says Freise. "The brands we represent have enormous potential." Nous has gotten off to a strong start with partners such as Nicole Mohrmann and Ruby in Munich, 58's Jutta Heidt in Frankfurt, and Gut Oggau—the international natural wine icons. "The look is unique and incredibly wearable at the same time. This combination is extremely attractive for retailers."
Moismont capitalizes on the special momentum. Ready-to-wear is gaining importance, supported by successful capsule collections with Le Bon Marché and Cyrillus.
Antones has gained new partner agencies in Austria and Switzerland for Latinò in order to increase visibility. "They make brilliant pants—the sales figures confirm that. More presence is the logical next step."
Antones looks back on a season marked by clarity and partnership. "It's about achieving the best results together—as a team with our brands and our retailers."
Brands: Latinò, Le Daf, Moismont, Nous, O’Mer
