Palmers relies on diversity and innovation: CEO about the realignment

Palmers relies on diversity and innovation: CEO about the realignment

Palmers, the renowned Austrian textile company, has taken a decisive change of course that is based on extensive repositioning. Since spring, the brand has started a large -scale campaign that celebrates the variety of female beauty. The modernization of the branches in the SCS in Vösendorf and in the Europark Salzburg is part of this strategy. Palmers even opened a pop-up shop on Kärntner Strasse on special occasions, such as the start of the new “Invisible Softly Secret” product line.

Janis Jung, who has headed Palmers' fortunes as CEO since February this year, has 15 years of experience in entrepreneurial and advisory activities, especially in the renovation and restructuring of companies. Jung said that the decision to lead Palmers was met after detailed discussions with the majority owner to bring the brand back to the growth path.

strategic realignment in focus

Among the boys, Palmers faces the challenge of winning the market share and positioning themselves as the clear market leader in the premium segment. The focus is on the core markets of Germany, Austria and Croatia. In the course of this, the company plans massive changes to return to the profit zone at the end of 2024. Despite a negative financial result for the current financial year, young is optimistic that the measures will take effect.

A central component of the new strategy is the “End of Sorry” campaign, which caused a sensation. Jung sees this an opportunity not only to bring the brand to new life, but also to revolutionize industry standards. Palmers aims to clearly communicate the brand's values and convey the message that every woman should feel beautiful as she is. This philosophy goes hand in hand with an inquiry to self-esteem and to empowerment initiatives that the company is pursuing.

A remarkable change can also be observed in the financial area. Palmers has decided instead of relying on traditional banks on crowdinvesting to finance new projects. Currently, Rockets are collected via the Rockets platform, with around 370,000 euros have already been raised. The aim is to reach half a million euros by the end of December to advance the modernization of four shops.

The modernization plans not only include the presentation of a uniform shop concept with sustainable materials and an inviting ambience, but also a rejuvenation of the target group. Jung is striving for more attractive positioning for younger buyers because the average customer of Palmers is currently 58 years old. The company relies on quality, personal advice and fit to get out in a competitive market like today's.

The prospects for Palmers are promising, but as in any restructuring, there are also risks. Young and his team are working intensively to re -position the brand and at the same time master the challenges of adapting to modern customer needs. This change could be groundbreaking for many in the industry if Palmers is again perceived as a brand worth desirable. More details on these developments and the strategies can be found in detailed reports on medianet.at .