It was around a year ago that the Austrian Mattsee came up with a much -noticed announcement: the shoe manufacturer Paul Green announced the foundation of a new sneaker brand for women and men. Tenhaag – named after the company address Haag 10 – should not be a sub -brand or limited capsule, but an independent label with its own identity and independent concept.
The decision was a reaction to changed market conditions: growing pressure in the classic women’s shoe segment, new challenges for trade and industry – and the continuing trend towards high -quality sneakers. At the same time, the restrictive attitude of some sports fire was felt in Mattsee compared to inpatient trade. The consequence: a strategically designed brand relaunch. Not a quick shot, but a project with foresight that should also open up new growth opportunities for specialist retailers.
At the beginning of 2022, the new management team around Barbara Aichinger (sales, marketing), Jürgen Posch (production), Torsten Tesche (product development) and Peter Wastl (organization) took over the responsibility of Gerald Huber. It was clear for the new management team: Paul Green was doing a lot right. But to be successful in the future, new ideas are needed. “We have to think in new directions and offer more to the customer,” Barbara Aichinger sums up the motivation. This is how Tenhaag was created – a sneaker brand for women and men. The range includes sporty styles in white and in fresh color combinations, with striking floors, sleek silhouettes and fashionable design elements. Not only the optics should convince, but also the well thought -out inner life.
Now Tenhaag should grow – in width, depth and target group address. The aim is that a customer enters a business and asks for Tenhaag. The first Tenhaag collection, which focuses on lifestyle sneakers, is planned in the coming seasons. From the autumn/winter season 2026/27 there is a line for urban street style with ‘Studio’-and the first performance shoes will follow for the spring/summer season 2027. And because, according to the management, it is not enough to bring only good products onto the market, a textile collection is also being worked on: “We want to offer the customer a complete world. Tenhaag from Head To Toe,” said the credo in Mattsee.
