Riani Brand Guide
The Story of Riani
For Riani brand it all started in 1968 with Jürgen Buckenmaier’s legendary design for ‘Bucki-Trousers’, a low hip flare pant in his hometown of Schorndorf. These trousers shortly became a success story of their very own selling over 100,000 pairs. In 1978 Buckenmaier founded Riani Bucki Fashion GmbH. In doing this he creates a basis for a Fashion and entrepreneurial success story with its origins in Germany. Since then he has led the company with great expertise and a special vision for the ever growing industry of fashion. In the early nineties Riani relocated to a Head Office in Schorndorf, premises where the entire collection is made, sold and distributed and with sales growing, the company was able to establish as an international brand making profit in many countries. Soon Riani hired new designers who provided innovative concepts and fresh ideas for the brand. Throughout the nineties, Riani continued to grow and expand into more countries. In 2006 Jürgen Buckenmaier renamed the company to what it is known as today, Riani GmbH. The following year sees the wife of Buckenmaier, Martine Cruse bring vital fashion management experience to the label. Cruse is appointed second Managing Director of Riani GmbH alongside her husband. Being vice-president of the German Fashion Association her experience, energetic power and innovative ideas have pushed the brand to new heights ever since. Keeping in line with Riani’s core family values, Mona Buckenmaier, daughter of and Martina is going to following it her parents’ footsteps and join the brand after finishing her studies. Already iconic, Mona is a well booked plus size model who has been part of the Spring Summer 2017 catwalk at the Riani show in Berlin. 2008 brings Ulrich Schulte to the position of new Head Designer at Riani. With him, there are five other designers involved in creating the inspiring and unique garments we know and love. Together they place a special importance on the perfect cut, the refined details and sporty feminine elegance.
In 2009 Jürgen Buckenmaier is awarded the Daimler medal for Business Promotion from the City of Schorndorf. 2010 sees Mareb Šegrt-Guba receive the role of chief sales officer within the company she becomes a successful part of the management team where she orchestrates Riani’s general sales and Marketing as well as key accounts. By 2011 Riani is a well developed global brand. All departments from Design and Cutting to Quality Control and Logistics became housed under one roof in Schorndorf. With production facilities in Poland, Hungary, Turkey and the Czech Republic, up to 350 employees are working on the new Riani collections.
The first Riani store opened up on December 1st, 2011. Staying close to the origins of the label Riani’s hometown of Schorndorf was chosen intentionally. The shop maintains a modern and attractive look in a beautiful heart of the city. Riani is always designed with fit in mind, their credo ‘Riani always fits. Everywhere’ becomes a big selling point for the brand browse around this site. In 2013 Riani celebrated their 35th jubilee with the first Riani Fashion Show at the Berlin Fashion Week. It becomes a runaway spectacle every season. The next pinnacle milestone in Riani’s success story happens in September 2015 when the new headquarters are built. The new build is celebrated by numerous invited guests of the fashion and media world as well as fans and friends of the Riani family. More than 100 people are employed in the design, quality control and logistics sectors here.
The headquarter which encompasses over 10,000 square meters was awarded the real estate prize in the category industry/logistics on the 26th of November in Stuttgart. The new home of Riani even invites every employee to indulge in some moments of relaxation thanks to the in-house spa and beauty area run by Katina Stosiek. In 2016 Riani saw the opening of a store on Sylt in Kampen. Since March 2016 onwards the Riani consumer is able to shop in a cosy atmosphere here.
The Riani Brand Philosophy
The Riani brand philosophy is another integral part to what sells the brand. It encompasses what the brand’s main aims are as well as their core values as a company.
‘RIANI is both traditional and visionary.
For the woman who knows exactly what life‘s about.
A woman in RIANI is always dressed confidently.
High quality, elegant and exclusively
Perfect cut. Perfect fit.
RIANI is glamorous and classy.
Designed in Germany.
RIANI underlines your personality.
With RIANI everything fits.
RIANI loves you.’
An Insight into Spring / Summer 2017
One the brands main selling points is their unique use of colour and design throughout their garments. Spring/Summer 2017 is certainly no exception to this rule with five collections being realised in a range of colour palettes.
The Spring ‘Peacock Stripes’ line is particularly striking featuring Riani’s new season’s colours, ‘peacock blue’, ‘popeye green’, ‘parrot’, ‘panna’ and black. Together they compliment and contrast beautifully in graphic stripes and vibrant floral patterns that give the Riani brand consumer a burst of eye-catching colour in either day wear or for formal events.
L’alba on the other hand elegantly captures a lighter look with a colour palette formed from gentler hues such as Riani’s ‘spring rose’, a pastel pink and ‘san marco’ a gentle beigeesque tone. However this collection still comes accented with bright ‘parrot’ red which adds a bold edge to the range, showcasing a union of Riani’s traditional and modern design styles.
In the third Spring collection ‘Birdland’ a variety of blue and metallic grey tones are exhibited in a cooler take on the L’alba theme. In contrast, several lightweight fabrics such as lace and silk feature heavily in this line despite it’s Wintery visage. A staple style for Riani is the use of detailed prints, in ‘Birdland’, therefore, it is no surprise that a soaring birds pattern features in the collection.
Riani Summer collections boast the same attention to detail, quality and completions of colour. The ‘Active Palette’ line aims at creating clothing for in a combination of leisure and athletic wear. Riani achieves this unique look through featuring bomber jackets, tracksuits and trainers in a strong colour palette of ‘popeye green’ and ‘parrot’ red. This collection refreshes traditional Riani essentials.
The last collection ‘Colouring Book’ harnesses illustrative designs in a variety of soothing hues such as ‘sunshine’, ‘lido’ and ‘aircraft’. Lightweight, relaxed and creative, this collection is ideal for the summer months.
In its quest for quality the fabrics used in the garment’s construction are very important to the label. This season’s highlights include ‘3002 flying birds’ essential to the ‘Birdland’ collection and a proven bestseller, designed to be modern and sophisticated and is even machine washable. ‘Paris tweed’ a fabric wore by famous wearer Malhia Kent, composed of several colours in a jacquard pattern. ‘Southern print’ is designed like a village in the south of Sicily, a vibrant and unique summery print featured in the ‘Colouring Book’ collection.
As well as seasonal fabrics, Riani also relies of on a tried and tested range of materials for it’s ‘all-time favourites’. Here we see classic tops and blouses created from, ‘japan crepe’ a premium mixture of high tech fibres giving a crinkle proof look. ‘Techno cotton stretch’ a washable and chic stretch fabric and ‘visconovo’ a colourful and shrink proof material, though the list goes on.
Riani brand family values are always prominent within the company. This was especially highlighted at the last Riani show at the MBFW Berlin that was dedicated to Mothers and Daughters, showing that the Riani brand can transcend generations.