Q/S designed by
s.Oliver Group · Germany
Q/S designed by is a German denim and casualwear label from the s.Oliver Group, relaunched as an independent brand in 2016. It targets young consumers with denim-led collections for women and men.
| Parent | s.Oliver Group |
|---|---|
| Relaunched | 2016 |
| Home town | Rottendorf, Germany |
| Core category | Denim |
| Main markets | Germany, Austria, Switzerland |
| Website | soliver.de |
What is Q/S designed by?
Q/S designed by is a young casualwear brand of the s.Oliver Group, which has its home in Rottendorf, Germany. The label was relaunched in 2016 as a fully independent brand within the group, after the former s.Oliver Denim label was turned back into Q/S.
History
The relaunched brand was presented in Berlin and reached shop floors in July 2016. Its concept was built around collaborations, with DJ and producer Robin Schulz as the first brand ambassador and co-designer of capsule collections for men and women.
Products and positioning
Denim is the core of the brand, supported by regular monthly collections of casualwear. The label targets young consumers and communicates largely through social media.
Distribution
Q/S designed by is sold in s.Oliver stores, through fashion retailers such as Breuninger and Görgens and online. At the time of the relaunch, the brand planned shop-in-shops and opened a first standalone store in Mannheim. Most of its business comes from Germany, Austria and Switzerland.
Why it matters
Q/S designed by shows how a large German fashion group uses a separately branded label to reach a younger denim customer than its core brand.
Frequently asked questions
Who owns Q/S designed by?
Q/S designed by is a brand of the German s.Oliver Group.
What does Q/S designed by sell?
It sells denim-led casualwear for young women and men.