TONI
Weber & Ott Group · Germany
TONI is a German womenswear brand from Forchheim that specialises in women's trousers. It is produced by Toni Dress Damenmoden GmbH, a subsidiary of the Weber & Ott Group, and sold mainly through womenswear retailers.
| Company | Toni Dress Damenmoden GmbH |
|---|---|
| Headquarters | Forchheim, Germany |
| Parent | Weber & Ott Group |
| Speciality | Women's trousers |
| Website | toni-fashion.com |
What is TONI?
TONI is a German fashion brand focused on women's trousers. It is made by Toni Dress Damenmoden GmbH in Forchheim, Bavaria, a subsidiary of the Weber & Ott Group, and is regarded in the German trade as a women's trouser specialist.
Products and positioning
The company's trouser offer is organised in several brands:
- Toni, the core trouser label
- Relaxed by Toni, a more casual line
- Rosner
In 2015 the company added knitwear and shirts to complement the Toni trousers, allowing retailers to present a fuller outfit on the shop floor. A premium trouser collection for Relaxed by Toni was also developed under a licence with designer Harald Glööckler.
Distribution
Toni is sold primarily through independent womenswear retailers and fashion stores in Germany and abroad, supported by an international sales team. The company has also built an in-house e-commerce department to serve customers who shop online.
Why it matters
TONI is an example of the specialised German mid-market womenswear suppliers that build their business on one key category, in this case trousers, and on close partnerships with independent fashion retailers.
Frequently asked questions
Where is TONI from?
TONI is a German brand made by Toni Dress Damenmoden GmbH in Forchheim, Bavaria.
What does TONI sell?
TONI specialises in women's trousers, complemented by knitwear and shirts, under labels including Toni and Relaxed by Toni.