Podcast „Alles neu...? Aus dem Maschinenraum“
Episode #20: Frank Seidensticker
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Podcast Episode 20
Frank Seidensticker | Seidensticker: "The step to the end consumer was demanding"
Managing Partner at Seidensticker
Listen now on Spotify and Apple Podcasts.
Episode Description
Seidensticker is one of Germany's best-known shirt brands - but for a long time, the company behind it had little contact with its users. Seidensticker GmbH sold to retailers or manufactured for others, but it knew little about the wearers of its fashion. That is now to change. "Our focus is on the end consumer," says Frank Seidensticker, founder's grandson and one of the managing partners in the podcast "Alles neu...? Aus dem Maschinenraum." "There is a switch from classic B2B to the end consumer." Digitalization is supposed to help with this. The company is developing a digital showroom, it has overhauled its online store, and it is doing everything it can to incorporate new developments in fashion into its collections as early as possible. In the process, it also paid a lesson. "The step to the end consumer was demanding - because it also means a transformation process for the entire workforce," says Frank Seidensticker. One problem is that sometimes the manufacturer considers something promising, but it turns out to be a flop based on user data. This requires the ability to correct oneself in time. In the podcast, Frank Seidensticker talks to Tobias Rappers, Managing Director of Maschinenraum, and Capital editor Nils Kreimeier about the eternal work on the business look, the question of what a non-iron shirt actually is, and the decision to be on first-name terms with all his employees.
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Frank Seidensticker
After graduating from high school, Frank Seidensticker started his professional life with an apprenticeship as an industrial clerk at Hugo Boss AG. After two trainee programs at Deutschenn Bank AG and Peek & Cloppenburg KG, he joined the Seidensticker Group in 1989. He has been a managing partner in the third generation since 2004.
The Seidensticker Group is a family-owned company rich in tradition and is already managed in the 3rd generation by the two managing partners Gerd Oliver and Frank Seidensticker, who focus primarily on strategic management as well as the expansion of the Brand and Private Label divisions. Today, Seidensticker is the shirt brand with the highest brand awareness in Germany and has become the epitome of excellent shirts. Because you can feel what makes Seidensticker so successful in every fiber of our products, in every sophisticatedly crafted detail.
About the Podcast
How can the origin and future of Mittelstand companies be courageously united? What are the challenges facing family businesses and what experiences do they gather in digital transformation? These questions are answered by "Alles neu...? Aus dem Maschinenraum", the interview podcast for German Mittelstand*. Once a month, Tobias Rappers, Managing Director of Maschinenraum, and Nils Kreimeier, Senior Editor of the business magazine Capital, talk to thought leaders and makers from the heart of the German economy and focus on the personalities and their motivation.
*The podcast is in German.
For more episodes of "Alles neu...? Aus dem Maschinenraum" please click here!
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