THE FUTURE OF FASHION

HERR OBER X APROPOS

We had the chance to sit down with Henning Korb, Managing Partner of APROPOS, who has spent over three years reimagining what luxury retail can feel like. We spoke about the evolution and future of retail; particularly the APROPOS stores.

His personal mantra, "Do it with passion or not at all," reflects his daily drive to keep reimagining the company. Inspired by the owners' mindset of "Think big," Korb has carried forward their belief in bold ideas and constant evolution. If you grew up in Germany, you already know: APROPOS isn’t just a store. It’s a destination for those who always cared a little more about quality, detail, and the art of living beautifully.

Founded in 1984 by Daniel Riedo and Klaus Ritzenhöfer with a clear vision: to bring the world’s most exciting fashion to Germany and create a space that made people feel something. What began with labels like Armani, Donna Karan and Jil Sander quickly grew into something far bigger: a world that merged fashion, beauty, and lifestyle long before “concept store” was a buzzword.

The brand expanded into Germany’s major cities, including Cologne, Hamburg, Düsseldorf, Rottach Egern, Gmund and Berlin, each location designed not just to sell but to inspire. The Berlin flagship, housed in the historic Alhambra cinema on Kurfürstendamm, captures everything APROPOS stands for: design, emotion, and timeless sophistication across 890 square meters of curated experience.

Today the brand portfolio includes the most coveted names from every genre worldwide such as The Row, Phoebe Philo, Totême, Prada, Miu Miu, Giorgio Armani, Céline, Valentino, Baccarat, Lalique, Christofle, Montale, Xerjoff, Spirit of Dubai and many more — in fact hundreds of luxury brands. Korb never set out to be a retailer. His early path led through hospitality, communication, even model booking: worlds that orbit people, emotion, and beauty. And maybe that’s the secret.

Because APROPOS isn’t just a store; it’s a place where atmosphere becomes identity. Where intuition and structure meet. “Think big,” he says - a principle passed down from the founders who recognised his talent early on and gave him space to grow nearly 20 years ago.

And he did. Each APROPOS space feels distinct, reflecting not just a location, but a spirit: Düsseldorf, designed by Vincenzo de Cotiis, speaks the language of modern luxury. Cologne mirrors the city’s openness and ease. Tegernsee, shaped by Paradowski Studio, draws warmth from its natural surroundings. Berlin’s Ku’damm flagship spans two vast surfaces, a statement of presence in a city that never stops moving.

But for Korb, the real heartbeat of APROPOS isn’t found in design or décor. It’s found in people. “Our customers today are incredibly informed,” he says, “but real connection still happens face to face.” Korb notes that today’s customers are far more informed than ever before, yet personal connection remains irreplaceable.

Social media serves as a showcase and stage for discovery, but true loyalty is built through human interaction. APROPOS has cultivated a strong community through personalized events and intimate brand experiences, which foster long-term relationships beyond the digital sphere.

When it comes to buying and curation, Korb describes the process as a symbiosis between heart and mind. In a constantly changing fashion landscape, retail must remain adaptive, emotionally intelligent, and deeply attuned to the shifting desires of its clientele. “Retail has to be reactive,” he explains, “but more importantly, it has to listen.” When asked what a brand needs to earn its place among APROPOS’ edit of fashion heavyweights, he doesn’t hesitate: originality and personality.

That’s how Extreme Cashmere began - as a quiet discovery that turned into one of today’s defining luxury labels. Because in the end, the story of APROPOS under Henning Korb isn’t just about products, architecture, or even style. It’s about energy, the kind that makes people feel something.

And that’s what real retail is now.

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