Words - Tajinder Hayer

Founded in 1884 in Switzerland by the Handschin and Ronus families HANRO is a premium underwear brand that has a devotion to craftsmanship at its core. This year the brand celebrates a big milestone - 140 years in business. Today, that business is run by Chief Executive Officer Mr Stephan Hohmann.

Under Hohmann’s leadership the brand has grown to 12 stores worldwide with UK stockists including Selfridges, Harrods, Fenwick as well as a South Milton Street store. The brand has built quite a reputation for knitted underwear, rooted in its Swiss roots where its headquarters are still based where the manufacturing process remains almost entirely in house. Last week the brand came to the UK for an event attended by fashion press and influencers, to celebrate the launch of the latest collection and to mark the historic milestone of 140 years. We took the chance to meet Mr Hohmann whilst we were there.

What were you doing before you came to HANRO?

Well the first ten years that I was working were spent in the perfume industry, working with brands like Dior and Davidoff, specially working in marketing for the German market. I was always attracted to the fashion industry and so I started working for a German fashion brand some twenty-seven years ago. Now I have been at HANRO for seventeen years. It was the right step for me because I was really impressed by how the brand produces in Europe and is very unique in the materials that it uses. We are focused on materials and fabrics.

Were there any specific challenges when you joined the business?

Yes there were. There was barely a design department at that time and there was no real structure to the collection. There were basic products but they all needed to be updated. The first two years that I started were hard, but I think we have had good, consistent growth for over fourteen years now. 2022 was a really successful year for the brand, and 2023 should match this.

How would you describe your day to day routine?

I think I’m quite an unusual CEO as I’m focused on product and keeping the brand identity right, as opposed to the figures and bottom line of the financials. I like to be out in the market, and its very important to be out and motivate people. I want to be supporting all of the sales teams because it can be challenging for them with their targets.

You mentioned going to markets and visiting spaces, which markets specifically are important to HANRO?

Well the UK is number four for us. Our biggest market is the US. At the moment we are really focusing on new markets with new partners. I think its fundamental to have the right partner. We want to work with those that are ready and willing to learn the brand and understand it well. We recently have a new partner in Norway which is great for us. Asia of course, specifically Japan has been a focus for me for a long time. We entered in Taiwan seven years ago, and that has become a key space for us.

What are the unique features of a HANRO product?

The most unique thing about HANRO is the fabric and the quality of workmanship. The products are made in Europe and 80% of our fabrics come from Austria. There is a factory right behind my office so the production is right beside us. The goal is always to make simple products that are made really well. There is a continuity to the collection as we feel that we know that our customers want pieces that they can rely on.

In your view, what makes HANRO stand apart from its competitors?

Well HANRO is a truly international brand. There is no other brand in Europe that is as big in America, Europe and Japan at the same time. We are in over fifty countries, although that number is not so important - it is the presence in those spaces that is important. Somebody shopping in New York, can easily find it in Saint Moritz or in Dubai. This is why brand building has been so important for us.

How are HANRO approaching challenges involving sustainability and shopping more consciously?

Sustainability has always been a part of the brands DNA. The customer wants pieces that are made in Europe, and that the products last a long time. I don’t think that the composition of the product is a major consideration for the customer. Fast fashion is not sustainable. Products that are built to last, are. We also have a great supply chain. Our yarns come from Swiss spinners with access to the best cottons.

What can we look forward to from HANRO in 2024?

First of all we are celebrating this important milestone, as well as focusing on luxury and making sure that we are continually trying to better ourselves. We are being more courageous in how we engage with our luxury customer whilst also trying to keep our feet on the ground.

Explore further at HANRO.