Wellensteyn, an iconic outdoor coat and accessory company that caters to fashion and function, is expanding into Canada with at least 20 stores to be launched in the next five years.
Tony Flanz, President of Montreal-based Think Retail, which consults and represents international, national, and regional retail chains, and is helping the brand with its real estate needs, said a 2,145-square-foot store will open in mid-August at the Outlet Collection at Niagara.
“Outlet Collection at Niagara is the perfect fit for this unique high-quality brand,” he said.
“The company’s origins date back to 1940s Germany when Adolf Wuttke, a welding rod dealer who made instruments used to help explore the depths of the North Sea, set out to create next-level outerwear for people working on the water and in the shipyards. His parkas were made with unique waxed sailcloth that could withstand the elements, while keeping workers safe and warm.
“In the 1990s, the family-run business branched out, moving beyond workwear and protective clothing, to offer a new generation of outdoor enthusiasts a selection of well-designed jackets for all seasons. Today, Wellensteyn embodies the same dedication to quality, with an elevated focus on style. Catering to men, women and children with its jackets, as well as shoes, hats, scarves, belts, sunglasses, watches and other accessories, Wellensteyn is a strong global brand with wide appeal. Well established in Europe and available at select retailers in North America, the brand is poised for expansion across Canada.”
Flanz said the plan is to open at least 20 stores here, with the initial focus on Ontario, followed by British Columbia and Alberta. Locations of about 2,000 square feet in outlet centres are of prime interest.
He said the Niagara outdoor shopping destination features an array of more than 100 brand name fashion and lifestyle retailers, including Aritzia, Nike Factory Store, Kate Spade New York, Brooks Brothers Factory Store, Coach, Michael Kors and Tommy Hilfiger.
Dr. Gyorgy Szabolcs Gonda, Director and Owner of Welligo Inc., the importer and distributor of Wellensteyn jackets and accessories in Canada, imports and sells Wellensteyn in several countries: Hungary, Slovakia, Czech Republic, Romania, Canada.
He said the brand is the primary authentic workwear jackets for both women and men with tested and approved functionality, innovative fabrics and excellent quality for all purposes.
“This company specializes in jackets and it is a leading jacket brand in Europe,” said Gonda.
“Its superb quality and durability enables these jackets to be also used as workwear. We sell many jackets to companies in B2B which proves this point. These companies want to make their employees happy, protected and look great in Wellensteyn . . . even if the jackets are used every day or under harsh circumstances.
“Probably this is the key to Wellensteyn’s success, where we’ve found a gap in the market. Wellensteyn offers outstanding industrial quality, therefore, these jackets can be used as workwear too. In addition to that, these models and colours offer a unique, well-designed and very fashionable look on the streets, and customers like this match.
“Maybe at first glance this doesn’t seem to be so important and interesting but this is actually a big deal: Wellensteyn jackets can be cleaned in normal washing machines at home. The materials, the layers in it, will stay in place and it will look just the same after washing which means that you will be able to use it for a very long period of time. This is absolutely not fast fashion. Windproof, waterproof, water repellent materials, breathing membrane layers are used in most of the Wellensteyn jackets.”
Gonda said Adolf Wuttke launched the production of mechanical instruments that were used to plunge into the depths of the North Sea about 70 years ago. These instruments, i.e. the “Kastengreifer” (for lifting seabed sand) or “Planktonhai” (for catching plankton from the sea) are still in use worldwide.
“Ever since, Mr. Wuttke’s customers – the German shipyard industry – needed sturdy, resistant, and long lasting workwear. So he created a full line of stylish jackets that incorporated heavy, seaworthy and waxed sailcloth that was tailor-made, besides the so-called “Deutschleder” (German Leather),” he said.
“Out of this design, the demand was created for functional and protective clothing, which qualified for offshore work in rough circumstances and by the stormy sea.
“After these decades of expertise in performance, ergonomics and requirements for tough and practical work wear, Mr. Wuttke’s son, Thomas took over the company in 1986 and extended it to create a new generation of functional outerwear.”
Gonda said there are more than 100 mono label stores across Europe, many premium retailer chains and department stores (like Peek & Cloppenburg) are selling Wellensteyn in Germany, Austria, the Netherlands, Switzerland, Italy, Denmark, Hungary etc.
“Wellensteyn would like to expand overseas. We are successful with our new market expansions and Canada was on our list of course. Last but not least, the Canadian weather conditions mean even higher potential compared to southern countries in Europe, like Italy,” he said.
