Christina Rosenberg, long-time CEO of Hermès Germany, and Robert Ermich, founder of DeinHandy and OnTruck, come on board as investors.
Frankfurt am Main, 12 August 2021 – WEICH Couture Alpaca, start-up and first European luxury label for exclusive home textiles and accessories made from sustainable alpaca, today announced the successful closing of its seed financing. Besides Peter Pohlmann, founder of a well-known German furniture store chain who has been involved as a business angel since the end of 2019, the company wins Christina Rosenberg, long-time Managing Director of Hermès Germany and current member of the Supervisory Board of Hugo Boss and Villeroy & Boch. Christina Rosenberg is an experienced industry specialist and connoisseur of the luxury market, with deep expertise in product development. With the entry of Robert Ermich, founder of DeinHandy and OnTruck, the group of shareholders is expanded by a successful serial entrepreneur and business angel with an international network and many years of experience in building companies and brands.
"Alpaca is softer than silk, scarcer than cashmere and of unique tenderness. It is one of the noblest, most beautiful and exclusive natural fibers," says Christina Rosenberg. "Very early on, the founders recognized the enormous potential of this sustainable material and have since successfully developed the necessary infrastructure in Peru, the brand idea and the product range. I am very much looking forward to supporting a start-up for which I see great opportunities to establish itself in the luxury market in the long term, not only as an investor but also with my many years of experience in product development."
“Like many industries, the luxury sector is undergoing a fundamental transformation. The focus primarily lies on topics such as sustainability and social responsibility towards people and animals” adds Robert Ermich. “The founders have made these issues a priority as part of the corporate concept in order to offer an ethically sound product experience. The brand thus stands for a new and contemporary understanding of luxury.”
“We are very pleased to have won Christina and Robert as investors with important strategic intersections. Despite difficult conditions, we have managed to successfully launch our brand and build an exclusive retailer network over the last 12 months. We will now push the further development of the company and aim to become the leading European luxury alpaca brand”, adds Jannik Weich, co-founder and CEO, WEICH Couture Alpaca.
The roots of the company go back to 2009, when Jannik Weich first discovered the unique and natural beauty of sustainable alpaca fur during a student exchange in Peru. Until the start-up's market launch at the end of 2019, the founders David Kuttschrütter and Jannik Weich personally selected local partners and manufactories in Peru that would live up to their values and standards in quality and ethics. After the successful launch of the first fur and wool collection in 2020 and the listing in prestigious luxury retailers, including the KaDeWe Group, the distribution network will be selectively expanded this year.
With the capital from the completed financing round, the company will primarily invest in its brand identity and further development of the brand, team expansion and product development. Earlier this year, WEICH Couture Alpaca opened its first permanent showroom and store in Frankfurt am Main. In addition, further pop-up stores are to follow.