In September 1996 Marco Götz founded a textile wholesale business under the imaginary name DRYKORN. His innovative idea here was to offer “highfashion” men’s trousers in premium quality for an affordable price. This resulted in huge response on the retailers side, as there was a lack of such a combination in the German textile market at that time.
Today DRYKORN is internationally distributed. Executive management and administration as well as design, product management and logistics are located in the headquarter in Kitzingen in southern Germany. With around 100 employees DRYKORN belongs to the younger generation of textile companies, which is, despite stagnant markets, constantly and sanely expanding. Around 60% of the sales volume is generated by ladieswear, the balance of 40% by menswear.
After the success of the men’s collection DRYKORN launched its own ladies collection in 1999. From 2004 onwards new product lines for both collections were added step by step. Finally coats, jackets, knitwear and jersey completed the assortment. Today the company produces two complete ladies- and mens collections consisting of around 600 pieces. Hence within the last 14 years they developed from a trouser label only to a brand, which is immensely strong in all kinds of product groups. Besides several “Flash Collections”, which pick up the latest trends, are added. Fabrics are ordered in Italy and France. Production takes place in Southeast Europe.
The label DRYKORN primarily defines itself as “metropolitan, reachable and progressive”. These attributes basically determine the brands orientation on the textile market to consequently represent the zeitgeist. In this manner DRYKORN does not only stick to its principles but also persists as affordable brand amongst exclusive designer brands. Right from the start DRYKORN was distributed in the exclusive specialized trade, on account of this step the label is placed between hip street wear Kitzingen, im Januar 2012 labels and international designers. It successfully serves as entry into the premium segment.
DRYKORN FOR BEAUTIFUL PEOPLE. The slogan of the company is embroidered in almost every of their pieces out of the collection and reflects DRYKORNS self assurance: a designer brand for individualists, which supports the peoples personality without imposing their own brand personality upon them. It mainly appeals to selfconfident people, who are individual and independent. Unlike many other labels the product and the sale are top priority whereas marketing plays a subordinate role. Since time immemorial Marco Götz attaches great importance to a personal relationship between the company and retail, because in this bond the direct contact to the DRYKORN customers with their needs and desires takes place.
In February 2008 DRYKORN opened its first store in Berlin. After replacements in spring 2011 the DRYKORN store presented itself with a new styling. The ladies collection is exposed in an own 120qm store and the men’s collection is divided in a modern casual store and a business store. In September 2010 DRYKORN launched its online shop WWW.DRYKORN.COM and enabled the labels costumers a precise and above all an more comfortable shopping experience. Despite growing expansion rates the label keeps an insider status. The reason for this might be the fact that DRYKORN intentionally does not want to be pigeonholed.