Packaging at the fashion start-up Gentlenero

Packaging as a strategic decision:

It is a generally accepted fact that the eye eats with the food. Just as the packaging has a not insignificant influence on the purchase decision. This is just as true in the supermarket and in the food sector as it is with toys, mobile phones and other technical “toys”. And it is also very important in online retailing, where the shipping packaging is the first point of contact between the product and the customer. In every “development stage” of a company, from start-up to established shipper, it is therefore also necessary to rethink the topic of packaging.

Standard goods – Partially personalised – Fully personalised

The shipping packaging actually has to manage a kind of “balancing act”: It should be economical and fit the price and appearance of the product offered, stable and secure, but also: beautiful – and individual!

Every company that sells via the internet is confronted with these questions. And especially at the beginning, when the online business is still developing very strongly, it is not possible for most start-ups to already invest a lot in the personalisation of packaging. While established mail-order companies can “draw on the full” in terms of personalisation (with some of their own production), there are also many options for smaller providers or for companies in their start-up phase to stand out in terms of packaging.

Packaging must appeal – in all sectors

It is therefore worthwhile for every company at any time to deal with the topic of packaging. Especially when it comes to taking the next step in development! With Gentleneroan up-and-coming company from Malsch near Karlsruhe, we have found a “classic” example of this. For the fashion label, which sells high-quality and very individual men’s fashion, the perfect combination of functionality and appearance (but also haptics!) is naturally also a main concern for the packaging. And the young company is also selling more and more via the internet – a situation it has in common with many of our customers. Ideal when you know that Europe’s No. 1 in packaging is at your side.

We introduce you to the company and its two founders here in an interview!

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Daniel: First of all, thank you for the interview and the opportunity to introduce our start-up, Gentlenero, on the Rajapack Business Blog. My name is Daniel Kara, I am 25 years old and one of two founders.

Lars: And I’m Lars Dessecker, already a whole 26. We’ve both been friends since our school days and founded our two hobbies around men’s fashion as a company in August 2018. Today, one year later, we are an up-and-coming company with a high demand for our products, custom-made men’s suits.

Daniel: Considering that we’ve only been doing this for a few months, we’ve had quite an influx. There are now five of us: Lars and I, two friends who work in marketing and sales to acquire customers, and another tailor in our shop in Malsch near Karlsruhe. That means we do everything ourselves: We select the fabrics on site, buy the goods, we take measurements, tailor the suits in-house and also ship them ourselves when buying online. In addition, we both model ourselves, so we also vouch for what we sell ourselves, handle the marketing and maintain personal customer contact.

Daniel: Gentlenero stands for the modern man who wants to present himself in clothes in a classically elegant style, but also attaches importance to current cuts and trends, as well as a fair price-performance ratio.

Lars: Our concept also included a shop, a showroom, right from the start. Our warehouse and tailoring are also located here in Malsch. On the one hand, personal contact with our customers is in the foreground, but we also present the entire process and the craftsmanship behind our brand – every step that we have described can be seen.

Lars: The idea Gentlenero was not planned or prepared for a long time. We have always been interested in men’s fashion, even at an age when it might not have been trendy. At the same time, we always philosophised about all kinds of business ideas in typical male conversations. One beautiful summer evening, my best friend Daniel calls me full of anticipation and tells me about the idea of starting his own fashion label, which is oriented towards the basic values of the Gentelman.

Daniel: Now we finally have to explain the name. Gentlenero has two meanings. It is a made-up word from Gentleman and Nero, “black” in Italian. Fashion from Italy has always played a big role for us, and the classic black suit is the starting point for many occasions in which ‘man’ appears stylish.

Lars: On the other hand, there is a personal reference, Daniel’s surname also translates as black, and “gentle” reflects my gentle way of dealing with people. For us as “gentlemen”, important values play a role: honesty, character, even a bit of vanity.

Daniel (laughs): Yes, our products are also a piece of lived exclusivity and the awareness of showing presence in a limited tailor-made garment. We want to convey a certain lifestyle and the positive emotions that make up a gentleman.

Lars: For our customers, we have a large selection on display in the shop, of course, and this is where the process for making the desired, handmade suit begins. We advise each customer individually in a comprehensive conversation in a pleasant atmosphere, get to know each other and first offer an excellent coffee, which, by the way, is also our own brand from our own production.

Daniel: When we talk together about the goal, the perfect suit, several aspects play a role: Which colours? Which cut? How long, how wide, how short? Pocket square, with or without waistcoat, matching shoes or even the pin and the cufflinks. For which occasion do you want the suit or is it for everyday wear?

Lars: Yes, we get to know the future owner - and he gets to know us. Then the measurements are taken and the order goes into production. At this point, we currently need three to four days, depending on the effort and the size of the order. Our tailor knows quite a bit about his craft.

Lars: The customer is our priority, even when ordering online. Here, our customers have the option of contacting us by phone or writing to us via chat - we are available here 24 hours a day, 7 days a week and are therefore always available to our customers as a competent contact partner when selecting our products. We are very flexible in our online business, a personal touch always remains with us.

Daniel: From here on, the process is not much different, we need the customer's measurements and as soon as the suit or suit part is ready, we send it personally. The goods are also really packed by us, we place a lot of value on that and the topic of sustainability also plays a big role here. The products from Rajapack in particular are an ideal addition, whether it's the adhesive tape or the delivery note bag, everything is 100% recyclable.

Daniel: We are currently facing many challenges that a start-up like this brings with it. The idea of setting up such a large business and turning a hobby into a profession also means hands-on work and a lot of time. In the meantime, we had to pause orders via our webshop due to the high number of enquiries, which is how extensively we were able to expand our customer base. So the step into the next phase can only be taken by increasing our staff and professionalising some processes. At a certain point, a company has to invest, and this is where we are currently putting a lot of energy into our common dream.

Lars: It is an enormous help when we get tips from professionals for all aspects of packaging and shipping. We sell exclusive products, you could say that an attractive appearance is the core of our business. So the packaging has to be right, too. Appreciation and enthusiasm for the product is in the detail.

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Gentlenero can be found here:

• Instagram, @gentlenero
• Facebook: Gentlenero
• Webshop gentlenero.de