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Barbara Santamaria
Apr 30, 2019
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Holy Fashion Group to relaunch Joop! Women

Translated by
Barbara Santamaria
Apr 30, 2019

Joop! Is rebuilding its lifestyle credentials. After reintroducing Joop! Jeans and attending Pitti Uomo for the first time in January, the German clothing brand is now gearing up to relaunch its womenswear collection in Fall Winter 20/21, Holy Fashion Group has announced.


It was one of Germany’s most reputed upscale fashion brands in the '80s and early '90s, but a series of ownership changes and creative missteps mean that Joop! had faded into the background in recent years.

But the brand is attempting a comeback, and the recent success of its two core lines (denim and menswear have seen double-digit growth) has presented the opportunity to give the womenswear collection another go.

Also re-launching this year are the brand’s watch and jewellery categories, and a selection of bodywear items are due to drop this fall. Meanwhile, Joop’s handbag collection is performing well, the brand said.

“We can feel consumers’ desire for the brand and the industry’s confidence. At the centre of the brand are femininity and emotionality,” explains managing director Thorsten Stiebing.

For Stiebing, the relaunch is part of the natural development of the Joop! Label, and reflects the company’s growth potential. “The  new collection is eagerly awaited and our trading partners have already expressed a strong interest,” says Stiebing.

The womenswear line will reinterpret the brand’s DNA with a new twist. Particularly focused on a ‘feminine, urban and confident’ woman, it will deliver a high quality product, Stiebing adds.

A new design team will be created with Anke Ratzsch at the helm as womenswear brand director starting from the Fall Winter 2020 collection. She will join from Windsor (another Holy Fashion Group brand), where she currently serves as brand director of the womenswear line. Prior to that, Ratzsch held several senior roles at internationally renowned premium brands such as Hugo Boss and Akris.

“I am delighted to have found in Anke Ratzsch an experienced expert for Joop! Women. Having  many years of sales and leadership experience, Ms. Ratzsch brings valuable insights to her new role, as well as a vision for the future of Joop! and its development into an international lifestyle brand,” says CEO Marcel Braun.

Windsor has already secured a successor for its womenswear line, and will announce a new structure soon, according to the group’s chief executive officer.

As part of the restructure, the brand’s design and management teams will be reorganised and its sales network reviewed. Already defined priorities include the premium wholesale in the DACH region (Germany, Austria and Switzerland) and international markets. Additionally, the womenswear line will be via standalone stores and its own online shop.

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