Bavarian family-owned apparel company S.Oliver is going denim. The company opened a pop-up store to promote the S.Oliver Denim line on Oranienburger Strasse until March 25 adoring Mercedes-Benz Fashion Week Berlin on Tuesday. A second denim pop-up store at Amsterdam’s Hartenstraat 15 will follow from Jan. 23 to Feb. 24. The two cities will be linked with events with local artists like the “School of Denim.” The stores are a test drive for potential retail perspectives to boost the brand’s younger line.
“The store openings mark the kick-off of our new brand strategy in a young and innovative environment that matches our denim line. We want to address a younger clientele and build a long-term relation with the S.Oliver brand,” chief executive officer Reiner Pichler told WWD.