FIRST, WE TAKE MANHATTAN: Ominous clouds couldn’t dampen the bright demeanor of Johan Loman, Stutterheim’s cofounder and marketing director. In fact, it was almost as if the Swede had custom-ordered the weather to follow him on his visits into Berlin’s sunshine, the better to show off the raincoat brand’s newest looks. “Every time [I’m here], it rains like crazy. I like this,” he said.
Loman was in town to introduce Stutterheim’s bonded cotton line to a group of fashion editors and stylists gathered at The Store retail space in Berlin’s Soho House Thursday night. It’s a new retail point for the Swedish brand, which has about 100 in Germany. Loman hopes the number will soon grow in the country, both in wholesale, which makes up 60 percent of sales, and online retail.
“We have been very lucky with the accounts where we are right now,” he told WWD. But I think what’s next for us is finding a sort of midrange with bigger reach, where we can still be present next to nice brands. “
This year Stutterheim hopes to see turnover more than triple in the Germany, to 910,000 euros, or over $1 million at current exchange. At the moment, leading brick-and-mortar markets for the brand are Italy and the Benelux countries. But when it comes to online, top sales jump between Europe and the U.S. Stateside growth has been driven, Loman said, by Stutterheim’s New York flagship shop which opened in May. If that proves successful in 2017, more own-stores and shops-in-shops will follow.
“We’ve been discussing Berlin, and the U.S., like Portland or Seattle — rainy cities,” said Loman.
On Thursday, Loman and the handful of guests broke bread at The Store Kitchen. Chef Tommy Tannock’s newest restaurant project is family-style dining, a friendly affair that even included the occasional brotherly tussle over side dishes. The menu included slow-roast lamb shoulder with chermoula, grilled runner beans and a sour cherry pavlova with fruit sourced from a nearby urban garden allotment.
After the meal, a few stragglers tried on the new Stutterheim line, and toasted their host with Our/Berlin vodka, as it happens, another project started by Swedes, as countryman Loman happily pointed out.