LW Fashion

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LW Fashion

logo
legal form GmbH
founding 1928
Seat Vienna , Austria
management Harald Rossegg
Number of employees 13
Branch Fashion, retail and design
Website Licona.com

The LW Fashion GmbH , formerly Licona, is an Austrian menswear.

history

The family company was founded in 1928. Licona was an outfitter for numerous customers, including the Austrian Olympic team for Grenoble in 1968 and Sapporo in 1972. Licona was one of the leading companies in the 1960s and 70s. Prince Rainier III. von Monaco , director Peter Sellars , pop singers Peter Alexander and Vico Torriani and Formula 1 racing driver Jochen Rindt were all Licona customers.

Managing director and co-owner Helmut Liegle was able to win over the fashion designer Helmut Lang to design a collection.

At the end of the 1990s, the company ran into increasing difficulties. At times a new “Helmut Liegle” brand was sold, but its price was too high compared to other manufacturers such as Hugo Boss . Licona was also unable to oppose cheap competition such as H&M . In 2003 the plants in Austria and Hungary had to be closed and production relocated completely to Eastern Europe. Of the 330 employees at the time, 270 had to vacate their positions.

The production facility was initially located at Zirkusgasse 24, in the 2nd district of Vienna. With increasing expansion and expansion, a large production facility was built in Strebersdorf, at Autokaderstraße 33, where the administration and a wholesaling department moved to.

Branch in Vienna's Praterstrasse 25

A branch of its own was opened at Vienna's Praterstrasse 25 in the mid-1990s.

With the increasingly declining income and the debts that still had to be paid off, the company filed for bankruptcy in 2005 but was able to create a compulsory settlement. In 2009 Licona filed for bankruptcy again.

literature

  • Martin Himmelbauer, Josef Redl. Red thread: from flagship company to bankruptcy: the decline of the once internationally renowned men's outfitter Licona. Profile 47, November 21, 2005. pp. 52-53.

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