REPEAT

When Joe Tugendhaft and his wife Claire founded the REPEAT Fashion Group in 1978, they already had ten years of experience with one of the largest department stores in Switzerland. They decided to base their new company in Geneva, the undisputed capital of quality and fine craftsmanship.

Joe: "When we started REPEAT, cashmere could only be purchased in the very finest specialty stores and commercial availability was not well developed. This exquisite type of wool captivated us and we saw great potential in the market. In the beginning, we developed a collection for retail companies and it was only available through wholesalers."

During this time, Joe gained an extensive knowledge of cashmere. And he increasingly considered creating his own brand - a brand that would emphasize the unique character of the material. Two developments came together for Joe: "On the one hand, more people had an ever growing interest in luxurious materials such as cashmere. On the other hand, we were getting better and better at designing an affordable collection without having to make any compromises on quality."

In 1995 REPEAT cashmere launched its first collection, which included 24 styles in 24 colors. It was a resounding success. Joe: "Customers really understood the product. Our collection featured foundation pieces without prints, embroidery or appliqués - only solid, simple forms. But mainly it was the decision to use high-quality cashmere yarn and a fine knitting technique that guaranteed an elegant product at an attractive price. This was how the idea of 'affordable luxury' was born. Today it's an established concept, but it was new then."

In its earliest days, REPEAT already attracted a dedicated following of loyal fans. "The opening of our central showroom in Düsseldorf in 2003 was an important step to developing our shop-in-shop locations and free-standing REPEAT stores. In order to meet the ever growing demand, in 2003 the brand also began opening REPEAT Corners in leading department stores, such as De Bijenkorf in the Netherlands and KaDeWe, Oberpollinger, Alsterhaus, Konen, Appelrath & Cüpper and Peek & Cloppenburg in Germany, as well as Globus in Switzerland. With stone walls and wood furniture, these locations further established REPEAT's distinct retail identity: a stylish and refined look, but with affordable products."

In 2008 the first store owned and operated by REPEAT opened in Bern, Switzerland. Joe: "If there is one element that connects all of our collections, it's definitely the lush, luxurious feel of cashmere. And of course we want to provide our customers with the best possible way to experience genuine cashmere. And what better place than in our own store?" Today REPEAT stores can be found in Switzerland (Basel and Zürich), the Netherlands (Amsterdam, The Hague, Rotterdam and Maastricht), Germany (Cologne, Frankfurt and Düsseldorf) and France (Toulouse). "With the opening of our own online shop, we have also created an environment where our customers can follow the daily development of our products and get an overview of REPEAT."

In searching for the best possible brand ambassador, Joe succeeded in gaining the support of international supermodel Doutzen Kroes: "Doutzen stands for softness, beauty and quality, which are the same values that also characterize our brand. Therefore, I am delighted and proud that she has been the face of our brand for the last six years."

Even after 35 years, Joe and Claire are still very involved in the daily operations of REPEAT. "Although we now have a specialized and excellent team, I am well informed about most business-related matters. Whether it's about a new line that we're bringing out, the purchase of cashmere or setting up a new store, I'm still just as involved as in the early years." So Joe and Claire were thrilled when their daughter Noemie decided to work for the company. Joe: "You could say that Noemie grew up surrounded by cashmere. Naturally we had hoped that she would want to work in the company, but it was first and foremost important to us that she follow her heart. After she graduated from Parsons School of Design in New York, it quickly became clear that design is her passion and talent. We're therefore very pleased that for several years she has been part of the design team in Geneva. Noemie's involvement also ensures continuity within REPEAT and reaffirms the principles on which we were founded."

‍