Peter Domenie, the Dutch fetish fashion retailer and wholesaler who recently expanded into the latex market, opens his first store in Berlin this week.
Peter says his company is excited at the opportunity to have a shop space that fully represents the brand and its image.
“We have given much thought to the interior design,” he says, “so that it reflects the presentation style we have developed over the years, which both clients and customers have come to recognise at trade fairs.”
He adds that he is also grateful of the chance to open a shop based in the country that is the label’s largest market outside Holland.
The Peter Domenie Berlin store will enable the firm to get first-hand feedback from customers about new ideas and designs, he explains.
The Dutch label was originally known for its wide range of stylish, non-latex fetishwear, clubwear and lingerie, which it wholesaled to stores in Holland, Germany and elsewhere in Europe.
However, two years ago, a small range of latex clothing appeared alongside the PVC, leather-look and stretch fabric styles on the rails of its stand at the Fetish Evolution expo in Essen.
Asked then about the latex arrivals, Peter told us they were not just a one-off experiment, but the start of a strategy to create a latex wholesale range
At each successive fair where he exhibited after that, the amount of latex on display (British-made, incidentally) increased, with posters of ‘face of the brand’ Eden Berlin (shown in our top banner) promoting it to maximum effect.
As Boutique Peter Domenie opens its doors, latex accounts for a third of the label’s entire Menswear Collection (the rest being in PVC, leather look and stretch fabrics).
Latex also currently accounts for a quarter of its Womenswear Collection. “But only,” says spokesperson Melissa Chung, “because the entire collection is so large.”
Half of the whole Womenswear collection is PVC and leather look, while the remaining quarter uses stretch and lingerie fabrics. And, adds Melissa:
“You might have also seen that we are doing a lot of print and texture designs with latex. We are definitely looking to expand our Latex Collection even further as we develop more prints and continue to explore the possibilities with new technology and methods.”
In addition to the new Berlin shop, the label is preparing to launch a new website in a few weeks.
This includes a new wholesale web shop which Melissa says will be much easier to search through by colour and fabric, and will feature more detailed photos of each article from the front, side, and back.
Despite the expansion of the size and production of its collections, the company still intends to produce small ‘limited edition’ series using special fabrics and prints that will not be featured on the new website.
Therefore, adds Ms Chung, the new Peter Domenie Berlin shop will not only serve as a retail space, but also as a ‘cash & carry’ showroom for wholesale clients who wish to buy these items and view the range of collections in person.
Boutique Peter Domenie is located at Rosa-Luxemburg-Str 18, 10178 Berlin-Mitte, not far from Berlin’s Alexanderplatz transport hub. Opening hours are Mon-Sat, 12.00-19.00.
Published September 24, 2015