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

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

Something is happening in fashion retail in Vienna! The new fashion chain “Higgins” from Snipes founder Sven Voth will open its doors on August 28, 2025. This reports MyDistrict. Voth, who launched Snipes in Essen in 1998 and left the company in 2023 after selling minority shares to the Deichmann Group, has developed a fresh concept that focuses on cheaper fashion and an immersive experience. The new brand will offer its range in a total of ten branches, four of which are in Vienna.

“Higgins” will be primarily known for streetwear, sneakers, accessories and lifestyle products for adults and children. Brands such as Puma, Alpha Industries, Bruno Banani, Crocs and Urban Classics will be found on over 500 square meters of sales space. Higgins' motto, "He who pays more, is stupider... Always!", will appeal to price-conscious consumers and could bring a breath of fresh air to the market.

First branches and further plans

The Vienna locations include the Citygate Vienna, the Stadion Center, Huma Eleven and Gatterederstraße, as well as branches in Bruck an der Leitha and Eugendorf, such as FashionUnited reported. This expansion shows that Voth's new retail approach is generating great interest. The plans also include further expansion in 2026.

Higgins follows a concept that is based on discounter principles. “The shopping experience for cheap products should be changed,” says Voth. This is demonstrated not only by the products themselves, but also by the mascot “Mr. Higgins”, a fox in sunglasses, which is presented in various marketing campaigns. These ingredients could be crucial to succeed in the increasingly challenging fashion retail sector Mintel according to current trends.

Market developments

Current developments in retail, particularly in the fashion sector, show that buyers are becoming increasingly price sensitive. With 54% of low-income shoppers having not made a recent clothing purchase, the market is challenged to understand and respond to consumer needs. With this in mind, Higgins' concept, which promises low prices and a special shopping experience, could be coming to market at just the right time.

In summary, Higgins is not just opening a simple fashion chain, but is aiming for a new approach in the retail segment to win over customers. The anticipation for the first openings is great!