Adler Modemärkte AG is one of the leading textile retail chains in Germany. The industry magazine TextilWirtschaft ranks the Company 23nd in its Top 100 Ranking for 2017. At the end of 2018, the Group operated a total of 178 stores, 150 of which in Germany, 23 in Austria, three in Luxembourg and two in Switzerland. The Company also operates an online shop at www.adlermode.com.
In terms of fit, fashionability, functionality and quality, ADLER’s product range is primarily tailored to the age group of over 55-year-olds, whose share of the population is set to grow by around 10 % to 33 million over the next ten years.
ADLER offers this target group high-quality products that represent attractive value for money in the lower mid-range price segment. The product range includes a broad selection of womenswear, menswear and underwear. With a supplementary range consisting of accessories, footwear, kidswear and babywear, traditional dress and durable goods, ADLER offers a well-rounded product portfolio, thus harnessing the cross-selling potential in its stores.
The Group’s own brands are ADLER’s main revenue drivers. At the end of the 2018 financial year, these included Bexleys, Malva, Thea, My Own, Via Cortesa, Viventy by Bernd Berger and Steilmann for women, as well as Bexleys, Senator, Eagle No. 7, Big Fashion, Via Cortesa and Bernd Berger for men. These represent approximately 75 % of the Group’s revenue and the majority of its earnings. ADLER also offers nationally and internationally recognised external brands for womenswear, menswear and kidswear at many of its stores.
As part of its strategic alignment, ADLER will in future focus more strongly on its high-margin own brands and gradually reduce its external product range by 2020. This will allow ADLER to ensure that the products offered meet the needs of its target group and prevent the cannibalisation of its own brands.