s. Oliver introduces set Euro price

Germany based fashion company s. Oliver is going to regulate its price scheme across Europe. Currently, the prices in Germany are lower compared to the rest of Europe, mainly due to the lower transport costs. Looking at the international growth of the brand, s. Oliver wants to introduce the same price all over Europe. From 2005, the German company is stimulating its expansion by focusing on the presentation of the collection on the shop floor. The price change will be a new factor within s. Oliver’s growth strategy. “The proposed price changes will give further growth opportunities,” says Michael Doerell, country manager of s. Oliver Benelux. The brand is also looking launching more flagship stores.

By appointing Marc Wittke as Head of International Expansion per July 1st, s. Oliver wants to create another new impulse for the German clothing brand. Previously, Wittke worked at international fashion concern H&M. In 2007, the overall turnover of s. Oliver operating in more than 30 countries was 1.05 billion Euros. It has been possible to increase the turnover more than fourfold since 1995. With the price change, s. Oliver expects its sales will further increase. The retail margins will remain as before.

s. Oliver was founded by Bernd Freier in Würzburg in 1969 and is one of the leading fashion and lifestyle companies in Europe. s. Oliver owns 80 stores and holds 330 stores in cooperation with other partners. The label s. Oliver is represented in 2,600 shops and on 1,700 surfaces.

Image: s. Oliver