“In order to be irreplaceable one must be different” a famous quote by Coco Chanel which means have the courage to consciously do something different. In 1966, after being crowned Germany’s most beautiful woman, Marion Heinrich showed this courage by breaking the cliche of being „beautiful and naive“ by investing her prize money in her first store.
Living in Munich by choice, she opened her first boutique „Le Mistral“ in the heart of Schwabing, carrying the much sought after Collection „Le Madrague“ by Brigitte Bardot as well as labels such as Claude Montana and Thierry Mugler. After moving into the Falckenbergstraße near the Maximilianstraße in 1991, she expanded her assortment with Kenzo and then in 2004 with Chloé.
The courage to do things diferently is clearly reflected in her selection of designers. Thanks to her direct and natural way, she has repeatedly and successfully brought exclusive brands like Manolo Blahnik and Azzedine Alaia to Munich. She achieved a significant milestone, when she was given the first franchise contract for a Gucci Store in Germany. She proved that she had a great sense for the brand and for the up and coming young designer Tom Ford, as well as a keen sense of timing. After opening the store, the world went through a phase of a “Gucci hype”, which enabled her store to become one of the strongest performers.
Several years after the Gucci Group took over running the store, she recognized that Tom Ford, who had by then left Gucci and was building his own label, offered a new opportunity. Due to years of successful work together at Gucci, she again was able to get an exclusive franchise contract, this time for the Tom Ford store in Munich. Marion Heinrich converted the space in the Falckenbergstr. into a Tom Ford store und moved with her own multibrand store carrying her name into the Residenzstr. directly across from the opera. „The place to be“, describes Leo Benz, executive and husband of Marion Heinrich, the now three times larger floor space, for completely a new presentation of the labels in corner enclaves, in addition to the new flagship Chloe store. The long-term cooperation with specific labels and th designation of fixed corner enclaves was precisely why Celine, Lanvin and other exclusive labels like Azzedine Alaia and Manolo Blahnik took the first corner enclaves. Each corner is like a small boutique with individual charm and is exclusively dedicated to the designer.
With her courage and her fine sense for unique labels, Marion Heinrich would like to keep us in her sphere of influence going forward and continue to surprise us with an exclusive assortment and recurring cooperations with international designers.