Our story
Natural and sustainable luxury. Traditional Peruvian craftsmanship combined with the German promise of quality. Find out more about the special story behind the start-up WEICH Couture Alpaca.
2009: The first encounter
Jannik Weich had his formative encounter with the beauty of Peru at the age of 16, when he traveled to the country for the first time. Since then, he has been fascinated by the natural elegance and softness of the sustainable alpaca fiber. He has a close friendship with his host family at the time. They still host him today whenever he visits Peru.
2013: The beginning of a long journey
A journey of discovery through a magical country: After graduating from high school, Jannik Weich travels through Peru for a few months to get to know the country, culture and language, but above all the people and their special connection to the friendly, social alpacas. Their particularly fine wool is the basis for the livelihood of many farmers in the Peruvian Andes. He is particularly impressed by the respect with which the farmers treat their animals.
2015: Two like-minded people get to know each other
During a semester abroad on the west coast of California, Jannik meets his future friend and founding partner David Kuttschrütter. They not only share a passion for traveling, but also the ambition to start their own business. When Jannik shares his experiences with Peru and his enthusiasm for alpacas with David, the spark ignites and the idea of a joint start-up becomes more concrete.
March 2017: Creating the basis on site in Peru
The unique story of WEICH Couture Alpaca began in the year between her Bachelor's and Master's studies. The company name is quickly found. It is the surname of one of the founders and at the same time an outstanding feature of the products. However, finding the manufacturers and producers that match the values and aspirations of the founders requires extensive and personal research, and the infrastructure in Peru requires a high degree of adaptability and perseverance. On a trip through Peru in 2017, the founders extensively analyzed the market and selected the manufacturers whose services fully met their requirements in terms of quality, sustainability and product understanding.
September 2017: Foundation of a first project
With the right manufactory and raw materials of the highest fiber quality, the first prototypes are designed. Strategy and plans are worked out and the company logo is developed in the former children's room of their parents' house in Wittlich. Jannik Weich and David Kuttschrütter found the first project WEICH Couture Alpaca - a new brand for a special, natural and sustainable luxury - shortly before starting their Master's degree.
March 2019: The adventure in the Peruvian Andes
Back in Peru, the founders gain new inspiration and ideas for their product range at local trade fairs and markets, as well as through personal discussions with alpaca farmers. At an altitude of 5000 meters, in the highlands of the Peruvian Andes and far away from civilization, they experience the unique challenges that humans and animals are exposed to in the rugged mountain landscapes. They gain authentic insights into the breeding and living conditions of the alpacas and see for themselves the species-appropriate treatment of the animals.
September 2019: Investor Peter Pohlmann and WEICH Couture Alpaca
One of the most decisive steps in the company's still very young history: Investor Peter Pohlmann and the official go-ahead. Both founders join the company full-time from their studies, today's WEICH Textil GmbH is founded, the capital and the strategic partnership are used to build awareness of the brand and open the first store. The rollout of the first accessories line takes place at Maison & Objet in Paris, where the globally unique WEICH hot-water bottles with the softest alpaca coating are presented for the first time.
March 2021: Christina Rosenberg and other business angels invest in WEICH
In a first seed financing round, WEICH Couture Alpaca is raising further external growth capital to accelerate brand development in German-speaking countries. The select group of new investors includes Christina Rosenberg, member of the supervisory board, advisory board and long-standing managing director in the luxury sector, as well as Robert Ermich, serial entrepreneur in online marketing from Berlin. WEICH is investing the capital in the expansion of its product range and in additional marketing channels.
November 2022: The partner mark of 100 active retailers is cracked
After just three years on the market, the start-up has managed to crack the magic mark of 100 active specialist retailers and partners in German-speaking countries. The concept of innovative and special products made from the finest alpaca is becoming increasingly popular in the home & interior segment as a sustainable alternative to established players in the market. In addition to prestigious luxury department store chains, this primarily includes high-quality furniture stores and exclusive concept stores.
April 2024: WEICH opens its own warehouse
In order to accommodate the brand's continued growth, WEICH is now relying on its own warehouse infrastructure. "An international dealer network with almost 200 retail customers requires complex yet flexible warehouse management. With our own warehouse, we see a decisive step towards being able to deliver a growing volume of products to customers on time from a higher storage capacity without having to compromise on our personal touch in product fulfillment. This mix was absolutely crucial for us," says Managing Director Jannik Weich.
