Building Brands with Heart 

2026 is your anniversary year: What does this milestone mean to you? 

Susann and Bernard Waage, founders and owners of Select Studio: This anniversary is a truly moving moment for us. Since 2006, we have built Select Studio as a private couple and business partners with a lot of heart and passion. In that sense, the agency is our first joint venture. Along with it, our team has also grown and, just like us, has changed repeatedly over the past two decades, with each individual personality leaving their mark and helping to shape Select Studio. This dynamic has kept us open, reflective, capable of learning, and constantly on the move—and that is exactly what defines us today. Our goal remains unchanged: to make authentic brands visible and to form sustainable partnerships with heart and on equal terms – today, tomorrow, and for the next 20 years. 

An anniversary is a good time to look back and also look ahead: What do you think are the key success factors—for brands on the one hand, and agencies on the other? 

It is crucial for brands to have a clear positioning and to remain absolutely consistent in their product. Equally important is a good understanding of the market and trade, because success only comes when the product and reality match. In our opinion, what counts for agencies is the ability to curate, market acumen, and honesty. Today, sales clearly require proximity, transparency, and genuine partnership. Retailers are looking for guidance, brands need strategic support. Those who combine both—on a human and professional level—will remain relevant. 

Your portfolio is extensive and at the same time coherently curated. What innovations are you planning for 2026? 

2026 will be all about selected additions for us. We have deliberately expanded our portfolio and are delighted to welcome four new additions that perfectly complement our agency concept as a mini department store: Knit-ted from Amsterdam, Ivy Oak from Berlin, Cruna from Italy, and P448 in the footwear sector. Each of these brands brings its own signature style that fits perfectly into our curated environment. 

Brands: Cruna, Essentiel Antwerp, Gestuz, Gianni Chiarini, Holzweiler, Ivy Oak, John Smedley, Knit-ted, Lardini, Margaux Lonnberg, Marrea, Munthe, P448, Paul & Shark, People of Shibuya, Posa, Santaniello, Stand Studio, Suncoo, Toral
A strong duo – both privately and professionally: Susann Nuru-Waage and Bernard Waage.