Chronology

  • 1978

    Wolfgang Ley and his wife Margaretha launch the brand Laurèl as a diffusion line for ESCADA

  • 1986

    Opening of the first Laurèl shop in Montreal - start of international expansion

  • 1990

    10th anniversary - opening of the Laurèl shop in London

  • 1992

    Death of Margaretha Ley - start of reorientation of the brand

  • 1995

    New design team under the leadership of Elisabeth Schwaiger (Head of Design)

  • 1996

    First presentation of the collection at the Milan Fashion Week; Laurèl receives the Dallas Fashion Award; Laurèl Jeans is launched; opening of the Laurèl flagship store in Munich

  • 1997

    Expansion into the Asian region: Opening of the Laurèl flagship store in Hong Kong.

  • 2002

    Founding of Laurèl GmbH
    Relaunch of the Laurèl brand concept

  • 2003

    Implementation of the new brand concept; launch of the new advertising campaign, the new corporate design, the new website and implementation of a new visual merchandising concept; opening of the first Laurèl shops featuring the new shop fitting concept
    (Salzburg, Harrods, Harvey Nichols, Gum)

  • 2004

    Integration of Laurèl GmbH into PRIMERA AG — Holding as part of the Escada Group; Opening of the second Moscow flagship store; Re-opening of the newly designed Munich flagship store

  • 2006

    Re-Opening of the newly designed flagship store in Hamburg, Neuer Wall

  • 2007

    Creation of a new shop concept which provides a contemporary interpretation of the brand Laurèl

  • 2008

    Opening of the Flagship Store Duesseldorf, representing the new shop concept

  • 2009

    Primera Group sold to investee Endurance Capital AG

  • 2010

    Presentation of the new visual style in advertising campaigns

  • 2010

    First participation in the Mercedes-Benz Fashion Week in Berlin

  • 2011

    Participation in the Mercedes-Benz Fashion Week Russia in Moscow

Brandportait

See · Feel · Love Laurèl. Laurèl is an internationally renowned premium brand from Germany - exciting, appealing and always feminine! Laurèl creations stand for "luxury ease" - a new laid-back style which reflects the contemporary feel of the modern woman - independence and self-confidence combined with strength and femininity. Looks with a feel-good style which can be worn 24/7.

See · Feel · Love Laurèl: this slogan represents the message which the brand Laurèl stands for. The label does not allow any compromises whatsoever when it comes to design and quality, reflecting an unconditional liaison between the two aspirations. Laurèl is passion - a love of fashion. Women are to "see" the creations, "feel" them on their body and "fall in love" with Laurèl. This brand vision defines all activities within the company and aims to express the brand values and character of Laurèl in a single sentence.

Fall in love … with Laurèl.