April First Store
“I only work with labels that let me do my thing”
After ten years at April First, Berlin-based retailer Carolin Dunkel has long since become a stylist, confidante, and even a restaurant concierge to her customers.
In the interview, she talks about how much personality is needed for a successful multi-label concept.
Congratulations on ten years of April First! How do you look back on it?
Carolin Dunkel, owner of April First: For the past ten years, I’ve been celebrating both the launch of my store and my birthday on April 1st. It feels like this store has had two distinct phases—five years during the pandemic and five years since. The period after that was the more decisive one: greater visibility, the online shop, social media. Added to that were our “April First Muse” edition, the steadily growing 14k fine jewelry collection, countless events, a pop-up in Munich, and our own sparkling wine.
How do you find your brands?
Everywhere, especially when I'm traveling. It's a natural process: the brands find me, and I find them. I only work with labels that understand my vision for a curated boutique and let me do my thing. That's why Ulla Johnson, Mother, and Coqui Coqui have been with me from the very beginning.
What does it take to be a successful multi-brand retailer today?
You become a content creator and influencer for your own brand—it’s essential these days. In the past, beautiful photos were enough; today, customers buy into my style and trust my expertise. You could also say that April First is the gateway to my personal wardrobe. Many regular customers now see me as a stylist; I advise them on topics beyond my product range, sharing travel spots or favorite restaurants. The store has become a small community: it’s no longer about “which label,” but rather “I bought that at April First.” This network of women is my greatest asset.
