Hanro Launches Atelier Platform with Designer Collaborations and Record-Breaking Growth
For over 141 years, Hanro has maintained an unwavering commitment to crafting exquisite lingerie, nightwear, and loungewear. Established in 1884 in Liestal, Switzerland, by Albert Handschin and Carl Ronus, whose combined surnames inspired the brand's name, the company has since relocated its headquarters to Götzis, Vorarlberg, Austria. Under the leadership of CEO Stephan Höhmann, Hanro has consistently been recognized for its hallmark of luxury, unparalleled quality, and enduring style.
Marking a significant new chapter, Hanro is now expanding its reach into the broader fashion landscape with the introduction of its "Atelier" platform. This innovative initiative is designed to foster dynamic collaborations with designers, artists, and visionaries who resonate with Hanro's foundational values. The Atelier's inaugural project is a captivating capsule collection developed in partnership with the acclaimed Austrian designer, Arthur Arbesser.
During Milan Fashion Week, Stephan Höhmann articulated the vision behind this venture to FashionNetwork.com. He stated, "We wanted to demonstrate our expertise and our ability to work closely with artists or designers." The decision to collaborate with Arbesser was largely influenced by their shared heritage, as Hanro now also boasts Austrian roots, a spirit evident in Arbesser's distinctively Viennese design aesthetic. Höhmann further noted the fascinating synergy with a designer who deeply appreciates materials and possesses a fabric-centric design philosophy akin to Hanro's. This collaboration was also driven by customer demand for novelty and a strategic objective to engage a new audience, broadening the brand's horizons and discovering fresh opportunities.
The core of this 15-piece unisex capsule collection is a distinctive chequerboard motif conceived by Arbesser, a Viennese designer now based in Milan, where he recently unveiled his new sartorial and creative showroom/atelier on Via Sannio. This motif symbolizes a harmonious balance between order and creativity, structure and lightness, reflecting a shared design ethos. The collection seamlessly blends comfort with timeless style, creating versatile garments for a modern wardrobe. Höhmann praised the ease of their collaboration, highlighting Arbesser's immediate understanding of Hanro's materials and his admiration for their meticulous approach to achieving optimal results, while still infusing his unique design perspective rather than simply adopting Hanro's established style.
Customers can explore this exclusive capsule collection at select Hanro boutiques located in major cities worldwide, including Munich, Vienna, Zurich, Rome, New York, and Beverly Hills. It is also conveniently available for purchase through the brand's official e-commerce platform.
Financially, Hanro concluded the 2024 fiscal year with impressive results, surpassing its 2023 turnover, which had already matched the record levels of 2019. Höhmann anticipates further, albeit slight, growth of approximately 1.5% in 2025. He reported a strong performance up to August this year and is monitoring how key markets will fare towards year-end. Hanro's primary market remains the United States, followed by Germany, Switzerland, the United Kingdom, France, Italy, and Austria. The brand also has a significant presence in the Middle East, boasting what Höhmann describes as "our best store ever in Dubai," alongside a notable presence at Isetan in Tokyo and in Australia.
Expanding its global footprint, Hanro recently opened a unique single-brand boutique in Riyadh, Saudi Arabia. This innovative "pass-through" store features separate entrances for women and men, designed to converge inside, marking a groundbreaking retail concept for the company. Hanro products are entirely manufactured in Europe and hold the prestigious OEKO-TEX Standard 100 certification, underscoring their commitment to sustainability and safety. Eighty percent of the fabrics are produced at the company’s dedicated facility in Vorarlberg, Austria, before being sent to its factory in Portugal for garment production.
Today, Hanro's distribution network spans approximately 2,000 multi-brand stores across nearly 50 countries. The brand also operates 13 single-brand boutiques in prominent locations such as New York, Beverly Hills, Dubai, London, Amsterdam, Rome, Munich, Vienna, and Gstaad. The company employs 170 individuals, encompassing both store sales associates and 30 administrative staff members based in Austria. Stephan Höhmann described this as a "fairly lean and horizontal structure," further supported by international branches in Germany, the United States, Italy (Bologna), and Switzerland.
