NEW YORK — When Salzburg, Austria-based Rudigier & Partner acquired Rena Lange last December, its new owners, husband-and-wife team Siegmund and Claudia Rudigier, wasted no time before developing plans to reenergize the German brand from what they considered a few quiet years.
“We want to strengthen the brand again,” Siegmund Rudigier said on a recent trip to New York with his family and new creative director Annick Gorman in tow to present the spring collection. “You have a very strong brand, but it was silent internally over the last four or five years. It was never damaged but silent. We need to get a stronger customer base, and we have to invest in advertising and marketing.”
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