Sven Voth takes Higgins to Vienna: 10 branches from August 28th!

Sven Voth takes Higgins to Vienna: 10 branches from August 28th!

Wagramer Straße 195, 1210 Wien, Österreich - in Vienna something happens in fashion retail! The new fashion chain "Higgins" by Snipes founder Sven Voth will open its doors on August 28, 2025. This reports meinzirk . Voth, who launched Snipes in Essen in 1998 and left the company after the sale of minority shares to Deichmann Group 2023, has developed a fresh concept that focuses on cheaper fashion and a captivating experience. In a total of ten branches, four of them in Vienna, the new brand will offer its range.

"Higgins" will be known for streetwear, sneakers, accessories and lifestyle products for adults and children. Brands such as Puma, Alpha Industries, Bruno Banani, Crocs and Urban Classics can be found on over 500 square meters of retail space. The motto of Higgins, "Whoever pays more is stupid ... always!", The price -conscious consumers will address and could bring a fresh wind into the market.

First branches and other plans

The Wiener Loctions include the Citygate Vienna, the Stadion Center, Huma Eleven and Gatterlederstraße, as well as branches in Bruck an der Leitha and Eugendorf, such as fashionunited reported. This expansion shows that Voth's new retail approach meets great interest. The plans also provide for a further expansion in 2026.

Higgins follows a concept based on the discounter principles. "The shopping experience in the area of ​​cheap products is to be changed," says Voth. This is not only presented by the products themselves, but also by the mascot "Mr. Higgins", a fox in sunglasses, which is presented in various marketing actions. These ingredients could be crucial in order to be able to survive in the increasingly challenging fashion retail, such as Mintel according to the current trends.

market developments

Current developments in retail, especially in the fashion sector, show that buyers are becoming increasingly price -sensitive. With 54% of low -income buyers who have not made a purchase of clothing recently, the market faces the challenge of understanding and responding to the needs of consumers. Against this background, the concept of highgins, which promises cheap prices and a special shopping experience, could come onto the market at the right time.