“Confidence and passion”
The start for Peter Kaiser was successful, says Cölsch. Now it is about inspiring as many customers as possible with the shoes of the traditional brand. In order for this to succeed, Caprice invested considerably. “We know that the situation in retail is not easy,” says Cölsch. “Quite a few companies stand with their backs to the wall: energy costs, rents, wages and also the upcoming generation change, these are all challenges that can scare. But despite the profound changes, shoes are still being sold. And it is important to counter the market developments with ideas and confidence. ”Caprice wants to actively support it. “We have to be passionate about every day,” says Cölsch. In order to promote this when it comes to trading, Caprice, according to Cölsch, offer “an extremely strong range” for both brands. “We have always kept it that way, we know that,” said the managing director. This range could be improved again via the discount relay. The aim is that the consumer is offered reasonable prices, but can also benefit the trade.
Prices stable
Caprice also perceives the current challenges in the market directly: “Because we are set up globally in our procurement, we will feel it immediately when there are problems somewhere. But I think we did our homework, ”says Cölsch confidently. This was shown by the numbers, according to which Caprice 2024 could achieve record sales. “We have grown in double digits for F/S 2025, and I am also very confident for H/W 25.” This also has to do with the boot trend of the coming winter that plays Caprice into the cards. In addition, the Pirmasensers have also tried for price stability in this segment. “I am always asked: How do you manage that you remain price -stable at the ubiquitous price increases? The answer is, if you like, the opposite of a vicious circle: If you grow when larger quantities are ordered, if you can fill the factories, you can of course calculate very differently than if you are traveling in reverse gear. And that helps us keep our prices stable. “
International markets
Caprice also sees good chances for the new brand in the portfolio. The stem brand is already available in 40 countries, and Peter Kaiser should gradually gain a foothold there. European markets are starting for the new season. In the UK, Cölsch sees a lot of potential for Peter Kaiser. Other markets with less purchasing power could be difficult. But the Pirmasens want to wait in peace and re -evaluate the export situation in two to three seasons. Peter Kaiser is also known beyond Europe, for example in Asia and Arab world. A presence there is to be prepared step by step. A separate online shop for Peter Kaiser also went online in early February. While Caprice’s D2C shop runs through the Wortmann Group system, there should be a separate approach for Peter Kaiser: here the Pirmasens company works with the Freiburg dealer Lüke. The Lüke team has been running online shops for well-known shoe providers for years. “The company has built up a remarkable fulfillment in Freiburg,” reports the Caprice managing director.
Careful growth
Now Peter Kaiser is supposed to continue to develop in addition to Caprice. Where possible, structures in the company should be used for both brands to form synergies. At the same time, there should still be a clear separation in terms of collection development and sales. Jürgen Cölsch is happy about the successful start: “Peter Kaiser is a jewel that we hold in our hands. We want to grind it very carefully. With Caprice we have a strong brand in the company in whose slipstream Peter Kaiser can be built carefully and carefully. ”Carefully and carefully, that is important to the entrepreneur:“ We are not a start -up in which a new brand quickly perform and profitably perform and profitable must be. We are very professional and will continue to build Peter Kaiser very well. ”Since November, the field has been on the road with the new Peter Kaiser collection; According to Cölsch, the conversations are pleasing. This is probably why the Caprice boss is convinced that “the Peter Kaiser train, once he has started properly, will no longer be stopped.”
