Franz Kraler
Style, Love, Dolomites
For Franz Kraler, luxury doesn't start with a brand, but with a feeling.
The special warmth is palpable the moment you step into the store: “It’s like walking into the living room of a friend who combines style with warmth and wants you to shine,” explains Daniela Kraler in an interview.
This philosophy is upheld by the family: Daniela, Franz, and their son Alexander Kraler run their business with a hands-on approach, while many others rely on managerial structures and expansion. The Kraler family places its trust in personal connection and humanity. “The owners must always be physically present,” Daniela Kraler firmly believes.
The result is a concept that is deeply rooted in the local community yet open to the world. From Cortina d’Ampezzo to Dobbiaco and Bolzano, the “Style, Love, Dolomites” boutiques tell a story—a theme that, as Daniela Kraler herself puts it, is “tattooed on the owners’ souls.”
The sense of closeness experienced in physical shopping is also carried over into the digital world: Daniela Kraler is active on social media every day—without a team behind the scenes. She shares moments from her daily life and from the boutiques with the same openness with which she welcomes customers. This builds trust and a sense of familiarity. Anyone who follows Franz Kraler on Instagram feels like they already know the family, and consequently walks into the stores as if visiting friends.
“We live for our customers, not for the fashion houses,” Daniela Kraler continues. “Those who work here don’t represent Dior or Gucci, but Franz Kraler.” The focus of the training and staff development programs is on humility, friendliness, and genuine attentiveness. The result: people who don’t just serve, but truly welcome.
The family’s latest venture is Chalet Ria de Saco in Cortina d’Ampezzo, which opened in late November 2025; it is not a trendy concept, but a place that embodies the spirit of the mountains. “Whatever you do with it, please preserve the spirit of the families—the mothers and children—who were happy here,” requested the former owner, Daniela Kraler. That promise was kept. Built from regional wood and flooded with light, the chalet remains a place for families. The Moritz family from Club Moritzino is responsible for the restaurant, together with Alexander Kraler. Daniela Kraler: “This creates space for fashion, design, and socializing—because one doesn’t exclude the other.”
“We live for our customers, not for the fashion houses.”
