A lingerie buyer shares the secret to her ongoing success
Elfi Bergmann has ran Hautnah lingerie store for over 25 years. She shared her insider tips over coffee at the Salon International de la Lingerie.
In the German town of Nordhorn, Hautnah offers everything you would expect from a lingerie store. The warm atmosphere of a place that feels like home, the clever advice of expert saleswomen, but also the sharp eye of a buyer who knows everything about a market that caters to women’s intimacy. All thanks to Elfi Bergmann, who has run this institution for over 25 years. Over a cup of coffee in the Salon International de la Lingerie’s VIP lounge, she told us all about keeping a business successful.
Be an ambassador for your store
“You can always find me at the store, I am there almost every day. This is why my clients trust me. I’ll spend as much time as they need with them and I always listen to them, even when some are not satisfied, because for me, everything happens through emotion. And of course, when a new person comes around, I give them the same attention and expertise I would give my usual customers.”
Keep your offering alive
“Hautnah carries brands such as Marie Jo, Prima Donna, Anita, Empreinte, Simone Pérèle and Mey. We also do swimwear year-round with Maryan Mehlhorn, Cyell, Watercult, not to mention the smaller brands! It’s good to keep a dynamic offering by trying out new brands, to stop carrying some of them if they are no longer inspiring and maybe come back to them later on. This season I’m focusing on my best-sellers rather than trying out new brands, but I’m experimenting with new fabrics, such as modal, which I haven’t carried much so far.”
Stay inspired, and inspire in return
“The Salon International de la Lingerie is, above all, a place of inspiration. I’m looking for a certain harmony, so fit and color are important, but everything starts with the fabric. This is why I don’t buy online, I need to feel the touch of it. The trade show offers so much inspiration, and it allows me to inspire my clients in return. I’ll document my time there on social media and tell them about my trip, they like seeing me in Paris and know that I’ll come back with new creations to show them. Of course, I also come to Paris for myself, the city is just so great!”